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Social Media to
Drive SalesGrowth
WHY?People don’t buy what you doThey buy WHY you do it.
Give Context / Simon Sinekhttps://youtu.be/LZe5y2D60YU
WebsiteThe STAR’s!SituationTaskActionResult
2 Elements1. The Stalk & Pursue
2. The Love & Hug
1.
1.
MoscowLondonMilanSt Petersburg
YOUConsistent identityCompetitors, avoidContextual per platformCTA
1. The Stalk & Pursue
WHO?Identify Influencers
1.LinkedIn Advanced Search
1.INSTAGRAM Search
1.Search
APPROACHFlatter / ComplimentShow knowledgeOffer a GiftTransparencyDO NOT SELLInterview
AUDIENCEPlatform?Time of day?Random like?SURVEY! (with incentive)
CAMPAIGNWebsite / Email / Social764% increase (traffic)£1.2m sales pipeline8 weeks (£35k budget)
WebsiteLook outwardNot inwardSTOP sharing the: parties, promotions & awardsNEWS
2
Blog
Blog
• Photo / Video / Cartoon…• Feature Customers / Content• Always give credit• Tell a story• Stop short• Ask a question• Have a content plan!
Challenge the Reader•Who else wants…?• The secret of …• Here is a method that is helping…
Little known ways to…• Get rid of X once and for all• Here’s a quick way to…•What everyone ought to know
about…
PlatformInsights
LinkedInNOT your CV – Share your WHYBusiness Page UpdatesGroups for Bis DevConnect with a Personal Message
FacebookShare IndustryUse NOTES (long form)Test AdvertisingBroadcast
£250,000 Offers Over2 bedroom flat for sale: Perth Street, Edinburgh
Handsome first floor flat
NO
2 Bed+Amazing Flat
1st FloorNew Town, Edinburgh
£250k O/O(with targeted audience)
YES
InstaSnap’sBehind the scenesStory behind the storyMaths exam…
Instagram#hashtags (x 10 minimum)1st Layer = Specific: #nuts#bolts #brandname #manual #solution2nd Layer = Vocation: #oilrig#oceaneer3rd Layer = Location: #aberdeen#scotland #UK
InstagramImage description = ExploratoryLink in Bio
Find local influencers (ask for recommendations)
TwitterUse Lists to ListenSearch!
Campaign:Promote availability
Snapchat, G+,Pinterest, Periscope,WhatsApp, Yubl, Trello, Musical.ly, Decidz, Peach…
PLANEvents / ConferencesPlatformsResponsibilitiesReactive / Rota
Use1.The Plan2.Prioritise where the action is3.Stop monitoring Likes / Followers4.Monitor Engagement5.Stop broadcasting promo content6.Be focused 7.Rota
LEARNAnalyticsSuccess / FailureInfluencer / LocationEngagementREPEAT
Colin Gilchrist Founder / Director
Social Tailor (.com)EdinburghP: +44 131 337 1968