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How can you grow leads and have a real ROI with Social Media? You need to see social as part of a larger digital marketing strategy. Slides from a Keynote Presentation at Social Media Lima 2014.
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Growing LEADS and SALES with SOCIAL MEDIA
@Mike_Gingerich www.TabSite.com
www.DigitalHill.com www.MikeGingerich.com
Power Up! • Where to Engage • How to Engage • Sales Funnel Strategy • Specific Tips
When we’re done: • A Plan to Evaluate Social Networks • Concept of the 3 Parts of the Funnel • Strategy for Social Engagement • Tips on Measuring & Posting • Clarity on next steps to LIGHT IT UP
Housekeeping • Slides Yes. • PDF Download, and more! • Q & A
• www.digitalhill.com/blog/leads-sales-resources/
Setting Expectations • More “slow bake” than microwave
Ready?
Due to time, we are not covering any one tool totally in depth. This is strategy overview!
Foundation #1 Social = 2 Way Street
• Automation, yes, there are efficiencies • But there is ongoing regular work with
social media.
- Jay Baer, Youtility
Foundation #2:
Content is fire Social Media is Gasoline.
Foundation #3: Social is a lot like…
Foundation #4:
People use the Internet for 2 reasons…
•72% of all internet users are active on SM •18-29 year olds have an 89% usage •The 30-49 bracket sits at 72% •60% of 50 - 60 year olds are active View more at jeffbullas.com
2013 Social Proof:
Facebook YouTube Twitter LinkedIn Google+ Vine Pinterest Instagram
Where to Engage?
WHERE should your business focus?
Who is your Target(s)?
Where do they spend time online?
What appeals to them?
Worksheet here >>
Answer these:
Women account for __% of all consumer purchases.
55% 65% 72% 85% Women are the majority influencer in major purchases like homes __% 58% 65% 88% 91%
B2C Target:
YouTube - 2nd most used search engine Vine – Twitter’s 6 second video tool Instagram – Growing by leaps. Photos and video. Huge with 13-29 yr old Other: Slideshare, Stumbleupon, Tumblr, SnapChat, Reddit
The Quick:
Every demographic!
23% Login 5x per day 1M websites use “Sign in w/ Facebook”
Facebook:
• Fastest growth is 55-64 • Twitter Engagement up 17% on weekends • Tweets: Hashtags & Images Matter
Twitter:
• By Google. For Google. • SEO • Hangouts on Air – free webinar tool •One to watch. Less noise. • 45-56 year old is top growth
G+:
Traffic - #___ Source of Social Traffic Rich Pins – Product, Place, Article, Recipe and Movie types. Product Pins -Real time pricing, availability, and where to buy.
Videos and Slides
Pinterest:
Pinterest:
LinkedIn: • 172k new / day • Profile is key • Company Pages • Groups • Connect / Research • For B2B it’s…
• Leads are the life blood of business!
Social as Touch Point
Can take 7 touches on average before a sale!
Social for Upsell
One time Touch Sale
Follow-up Sales via ongoing touches
Customer Value • 6-7x more expensive to gain new versus retain existing customers Flowtown, 2010
• Repeat customers spend 67% more
• Repeat customers refer others Bain & Company
Part deux:
How to Engage?
How to Engage? In Social, competition is DIFFERENT
The
Digital Marketing
Funnel
The Funnel:
1.Top of Funnel Content – Attracting & Engaging
50% 3 Main Parts
Top:
Where: Website, blog, in social media, & email. Types: How to, Product info., Stories, Fun.
Entertain. Educate. Experience
Goal: Expand your Audience Digital Hill Multimedia
574-537-0703 www.DigitalHill.com
Attract & Engage: 50%
Top of Funnel Tip:
Create + Curate
to Develop Attraction Content
Goal: Expand your Audience Digital Hill Multimedia
574-537-0703 www.DigitalHill.com
Get this!
Driving Traffic via Social
is a form of Lead Gen
Goal: Expand your Audience Digital Hill Multimedia
574-537-0703 www.DigitalHill.com
Attraction is NOT:
Attract
B2B
Tip:
IMAGES get the most engagement • Style is social
• Uses an Image
• Images are fun
• Not over-the-top selling
• Tells a story
• Entices interaction
Mid-Funnel:
Content that offers resources
with intent to gain
LEAD CAPTURE.
30%
Mid-Funnel is:
Focus: Fan to Lead, Unknown to on Email List
Mid:
Offer Clear incentive to sign-up email.
Focus: Fan to Lead, Unknown to on Email List
Goal: Unknown to known
[Name & email]
Capture: Good start, but….
Mid:
Incentivize the Email List Sign-up! -A Coupon -A How To
Mid:
Incentivize the Email Sign-up! -A Report
Offers Help Not a Pitch
Mid:
B2C: • Coupon Code • Printable Deal • Contests
PROMOTION IDEAS:
B2B: • eBook • Webinar • Video
Mid Funnel Nurture: Nurture Email Series Example:
• Use Auto-responder service
• Setup once, then drip over 7-10 days or more.
Mid: Nurture Email Series Example:
- Drip series should be tied to the sign-up. (Meaning the content is connected.)
- Offer value, education, help, information
- Share stories of ROI, Transformation
- Intent is to build loyalty, confidence
Mid: Nurture Email Series Example:
• In a 7-10 day time period you could do 1 at
sign-up, a day later, then 3, 5, 7, & 10 days.
• Make a specific incentive offer on day 10,
• Or a next step deeper in the relationship
Bottom Funnel:
– Specific offers and Sales opportunities – Demonstrate ROI, remove Final barriers & questions
20%
Bottom Funnel: – Self-use ROI calculator
Bottom: Intent: Offer a time specific offer to a specific niche! Campaign offer works best if targeted for a specific audience.
Bottom: Track ROI by Measuring:
Key Performance Indicators
Bottom: Measure: Google Analytics Social Rpt
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Visits by Social Channel
Facebook Twitter LinkedIn Pinterest YouTube Google+
Bottom: Measure: Sign-ups
You’re Website / Blog must be socially friendly for visitors
Tip:
Leverage… what you got! One Image on Blog that is 600 x 600: -Share to Facebook -To Twitter, Pinterest, Google +, & LinkedIn -Take a pic and add to Instagram -Explain it in a short Video (YouTube/Instagram)
- Highlight it in a email campaign
Find Best Times to Post Per SN Tip:
Attraction Tip: Create once, use multiple places
Blog post – 1. share on social, 2. share again with different quotes. 3. Share pics from post.
Video – Create on Instagram, Load to
YouTube, Facebook and embed on site
Photos – Post to: Facebook, Pinterest, Instagram, Google+, LinkedIn, and Twitter
Your Mix:
Attract & Engage 50%
Capture Leads 30%
Offers 20%
Test. Review. Modify.
Resources: Go to this web page:
digitalhill.com/blog/leads-sales-resources/
One person will win a free Pass to my September Online Event!
THANK YOU!
www.TabSite.com www.DigitalHill.com
www.MikeGingerich.com
What’s your Key “To Do’s”?
1. 2. 3. digitalhill.com/blog/leads-sales-resources/
THANK YOU!
www.TabSite.com www.DigitalHill.com
www.MikeGingerich.com
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