Using Social Media to Find And Close More Business

Matt Heinz

Principal, Heinz Marketing LLC

matt@heinzmarketing.com

@heinzmarketing

Last Slide First

1. Find & engage prospects “upstream” before they are active buyers

2. Participate in their communities as a peer to build trust & credibility

3. Use research tools to customize approach with new targets

4. Publish your own source(s) of value-added content to attract new prospects to you

5. Marketing is too important to leave to the marketers

Let’s talk about you first…

Your business objectives

Your business objectives

Prospect Engagement Funnel

Active Sales CycleChannels: CRM, 1:1

Goal: Sell

New Customer

Drip MarketingChannels: Email Newsletters, CRM System

Goal: Drive Active Prospects

Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn

Goal: Drive Registration

Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.

Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers

Referral & Tell-a-Friend OffersNetwork / Community Invites

New Opportunity Alerts1:1 with Existing CustomerIn-Market Events

Next Step Accelerator Ideas

Customer Targets (based on persona profiles)

Your customers

Listening

Listening via RSS Feeds

Listening via Twitter

Listening via TweetDeck

Vertical Groups

• ActiveRain

• SHRM

• ChurchCrunch

• Focus

What are yours?

What are they talking about?

The buying progression

SolutionProblem/Pain

Objective/Outcome

Three types of social content

1.Proactive

2.Reactive

3.Participatory

Your anchor

Planning content

Theme 1

Week 1

Theme 2

Theme 3

Theme 4

Week 2 Week 3 Week 4

“Reactive proactive”

Your Daily “Punch List”

• Read & Filter

• Publish & Republish

• Syndicate

• Engage

What you’ll see…

What you’ll see…

Gist as your dashboard

Participation Best Practices

• Share

• Don’t sell

• Be a trusted advisor

• Don’t sell

• Connect, recommend, refer

• Don’t sell

One thousand options…

Last Slide Last

1. Find & engage prospects “upstream” before they are active buyers

2. Participate in their communities as a peer to build trust & credibility

3. Use research tools to customize approach with new targets

4. Publish your own source(s) of value-added content to attract new prospects to you

5. Marketing is too important to leave to the marketers

Questions?