The Art of Conversational Sales. Ron Packer

Transcription

1 Social Media Marketing The Art of Conversational Sales Ron Packer

2 A Quick Overview Social Media Marketing What is it? Why should you, a business owner, care? How do you create your Social Media Marketing Strategy. How do you implement your strategy. Do you still need a website or a sales team? Do you know what people are saying about you?

3 The Who of Social Media People of all ages have highest usage and 65+ are fastest growing demographic 44% of US small business 44% of US small business now use social media tools

4 What is Social Media? Social Media as defined by Wikipedia: Social mediaare media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. It is about networking and connecting by engaging in conversation through technology, and it has been happening for a VERY LONG TIME. The focus; connecting with people of similar interests or backgrounds

5 A New Type of Marketing Marketing is (as defined by the American Marketing Association): the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Push Marketing Business push their marketing message to a broad audience. Radio, TV, Direct Mail, newspapers, yellow pages, etc. Pull Marketing Business attracts customers who are looking for their products through the Internet Internet Marketing, SEO, SEM Engagement Marketing Engaging your customers and prospects in ongoing conversation they consider meaningful and productive.

6 Why Should You Consider SMM? Social Media Marketing allows you to engage your customers and prospects in a conversation with content they want. This conversation allows you to: Key Business Point: In order for you to establish a successful Social Foster Media trust Marketing and professional strategy, confidence you must with understand these individuals. how to create Improve a meaningful your products conversation and services with to better yourservice prospects your and customers. target market. Once you understand what information they value, you Build cana engage strong them referral innetwork a meaningful of impromptu and lasting salespersons conversation. to This help engagement you sell your enables products periodic and services sales through advertisements their personal to them networks. through your mutual social media conversations.

7 SMM Improves Your Business A properly designed and executed Social Media Marketing strategy provides: Improved search results Better customer service Better brand awareness Improved PR and Media Relations Improved recruitment opportunities The ability to conduct online reputation management Very loyal customers

8 The Discovery Phase How to Create an SMM Strategy Determine Goals and Objectives Example goals and objectives might include: Define your social media goals and determine how these goals Improve complement your brand your presence business across goals social media Establish channels. appropriate metrics Research Increase the positive social media sentiment habits about of your your industry brand. Develop relationships with prospects or future business opportunities. Start Increase slowly traffic by selecting to your two website. or three projects, such as starting a Facebook Page or a blog The Pilot Project Phase Begin making connections through your selected social networking sites

9 The Creation Phase How to Create an SMM Strategy Develop relationships by participating in conversations KEY BUSINESS POINT: Remember, you are creating a Define the content your visitors want conversation, which is a two-way communication between you andyourprospectsandcustomers.asaruleofthumbyoushould Define communication style postaminimumofeighttoninecontentmessagestoevery sales Create information of value to your customers and related message. This keeps the conversation focused on prospects valuable content and builds customer loyalty and trust. The Measurement Phase Measure the results of your campaign Assess the results, modify your strategies and improve your performance

10 Destination vs. Conversation Your website and Social Media Marketing channels have distinctly different purposes. Website; Where people go when they want specific information, products or services The Destination Social Media Channels; Where people converse about topics of interest to them and with people who interest them The Conversation

11 Integrate Social Media & Website Social media channels Remarkable ability to attract customers with brief statements Can lead prospects and customers to valuable content on your website Website Can encourage visitors to engage with your company by displaying your social media channels Provide in-depth information

12 Integrate Your Website Modify your website to complement your social media strategy Design your website to address 3 to 5 key visitor profiles Identify how each social media channel provides customer relevant conversations Provide the necessary content and calls to action Identify the actions you want your customers to take Implement your conversations Provide the content your visitors want Maintain a consistent communication style Send Advertisements (rule of thumb; 9 messages to 1 ad) Use your web properties to drive people to take action

13 Integrate Your Sales Process Determine how customers buy your products or services Complex products or services; consumers want a trusted, industry expert Commodity products or services; consumers want a trusted product or brand Socially Facilitated Sales (SFS) vssocially Directed Buying (SDB) SFS, you need to be recognized as an industry expert SDB, your product or service needs to be recognized as a superior value

14 Integrate Your Sales Process Develop the proper context of your message Create an appropriate draw Create the proper content to engage your prospects and customers Provide a sample offering of your information Ensure you follow-up Request your customers share

15 Are You Listening? Does your reputation dictate how much you can sell? Every business, every professional has an online reputation regardless of your online participation. You should: Implement a listening process Design an engagement policy on how you respond Assemble an appropriate measurement system

16 My Plates Too Full Already! How important is it for my business? When should I start? How do I get started?

17 Whitepaper Available

18 Questions and Answers Questions? Thank You! Ron Packer