social selling - mcm social media
TRANSCRIPT
SOCIAL SELLING And Top of Mind Marketing
Tim McMahon
Principal
MCM Social Media
www.mcmsocialmedia.com
NAILD SOCIAL SELLING QUESTIONAIRE: Check off each question that you believe you do
well – and make notes under the ones where you could improve – along with the tools that
might help!
Are your sales reps/staff on Linkedin?
Does your CRM capture Facebook profiles, blog URLS, Twitter handles, Linkedin profiles?
Have you trained your sales team/staff on using SM tools?
Do you create easily sharable content (pdfs, ppts, images, videos)?
Have you invested in any social media monitoring tools?
Do you run social networking events – live chats, webinars, forums?
Do you attempt to connect to every prospect, customer and influencer in your industry
on Linkedin?
Have you created a Linkedin Group or blog for customers and prospects to follow where
you can share valuable information?
Do you provide reciprocity?
FACEBOOK USAGE – NAILD MEMBERS
No Facebook
Inactive FB
Good FB
Sporadic FB
13%
7%
75%
5%
EMAIL MARKETING – NAILD MEMBERS
No Email Marketing
Has Email Marketing
28%
72%
SOCIAL MEDIA MARKETING – NAILD
MEMBERS
43 Members
0
5
10
15
20
25
30
35
40
45
YouTube Twitter Google+ Blog Facebook Nothing
40
17
7
3
6
5
Steel Master Building Systems – Circa 2010
Struggling with a 49% decrease in lead volume and 39% sales
decline.
Adopted a content focused strategy and used that content to answer key customer questions and grow engagement.
- Michelle Wickum, Director of Marketing
Steel Master Building Systems - Today
Image focused – pictures engage customers and demonstrate
potential range of uses.
Pinterest board - Focused on the ‘beauty of the arch
https://pinterest.com/steelmasterusa/beauty-of-the-arch/
Run contests giving away $500 Home Depot Gift Cards to
customer showing the most creative use of their product.
Blog: Asks customers if they want to be featured showing how they used their steel structure
Capturing leads with ‘free’ downloads
Steel Master Building Systems - Today
Facebook =13,000+ fans
Twitter = 1,300+ followers
YouTube = 50 Videos, 259 Subscribers and 329,000 views
Google+ and Flickr page – Creates high SEO value
The Result: The combination of content and a focus on
social media helped result in a 92% increase in lead
volume and 79% increase in sales revenue.
The Top 4 Reasons to Integrate Social
Media into your Sales Strategy:
1. Relate to customers Identify opportunities for engagement
2. Reach buyers who are still kicking tires Social media is less interruptive
3. Establish authenticity and credibility online Prospects consult with you first!
4. Stay visible and valuable Prospects often have non-linear buying journeys.
- Matt Foulger, Hootsuite “Social Selling in B2B Sales”
1. Connect With customers, prospects, partners, influencers
2. Create Content that educates, informs, inspires
3. Share Daily and across networks
4. Automate Early and often – but not always!
4 Steps to Integrate Social Media into your Sales Strategy:
1. Create and/or Enhance
Your social profiles:
A 2012 study by the SMA showed that 96% of sales
managers used Linkedin at least 1X per week and for
an average of 6 hours per week!
2. Find, Connect to, and Follow
Your targets profiles, blogs and pages
Linkedin Groups: NAILD Group
Connect with Customers, Prospects,
Partners and Influencers
Types of Content:
Videos, PDFs, Powerpoints, Whitepapers, Infographics, E-
Books/E-Guides, Webinars, Email Newsletters, Customized Photos, Blog Articles, E-Learning Courses
Purpose: Educate: ‘How-To’ Videos, ‘Top 5’ blogs, Downloadable
Product Guides, Training Webinars for Contractors
Inform: Recent Studies, Upcoming Events, Employee Profiles
Inspire: ‘Funny/Inspiring’ Videos, Before/After Photos, Charity
Support, Customer Success Stories Seattle Children’s “Stronger” http://www.youtube.com/watch?v=ihGCj5mfCk8
Create Content that Educates, Informs
and Inspires
The Tools of the Trade:
Webinars: Spreecast.com, Join.me
Photo Editing: PicMonkey.com
Website and Blog: Wordpress.org
Create Content that Educates, Informs and
Inspires
Key Points to Remember
Create content that is ‘sharable’
Keep it short and easy to scan
Be consistent!
Use a calendar
Share Daily and Across Networks
Share Daily and Across Networks
The Tools of the Trade
Google+
YouTube
SlideShare
Email Marketing
Survey Says…
“How do I do enough, without doing too much?
“How do I do this with limited resources?”
“How do I possibly find the time to address SM?”
“Who’s going to manage this d#*n thing?”
Automate Early and Often…But Not Always
The Tools of the Trade
HootSuite.com
The gold standard
BufferApp.com
Makes finding, scheduling and sharing content
on Facebook, Twitter and LinkedIn a cinch!
RavenTools.com
Combines SEO, PPC, and Social Media
Management in one dashboard!
Automate Early and Often…But Not Always
MCM Social Media Offers the Following Services:
1. Social Media Setup and Management
2. Website Design and Development
3. Ongoing Training and Coaching Services
MY 30 SECOND SALES PITCH