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Using Social Media to Find and
    Close New Business*
          *(without spending a thing)



                Matt Heinz
      President, Heinz Marketing Inc
        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
Prospect Engagement Funnel
   Customer Targets (based on persona profiles)       Next Step Accelerator Ideas

                                                      Network-exclusive access to content
            Network / Open Community                  Value-added special offers
        Channels: Twitter, Facebook, Blog, LinkedIn   Discovery events
                 Goal: Drive Registration             White papers, top ten tips, etc.


                   Drip Marketing                     Testimonials, Success Stories
        Channels: Email Newsletters, CRM System       Profile-Specific Messages
              Goal: Drive Active Prospects            New product/service offers



                 Active Sales Cycle                   New Opportunity Alerts
                  Channels: CRM, 1:1                  1:1 with Existing Customer
                      Goal: Sell                      In-Market Events




                        New                           Referral & Tell-a-Friend Offers
                      Customer                        Network / Community Invites
Five questions to start

• What/who are your targets?
• What do they care about? What outcome
  are they seeking?
• Where do you find them?
• What or who influences them?
• How do they want to engage and
  (eventually) buy?
Your customers
What are they talking about?
The buying progression




 Problem/      Solution   Objective/
 Pain                     Outcome
Top sales reps – social tips

1. Get new introductions from existing network
2. Get new introductions from others in their
   organization
3. Watch for buying signals across the social Web
4. Target both individuals and keywords
5. Build deeper, early relationships with new
   prospects
6. Directly share information, become an expert,
   generate a following
Finding more sales on LinkedIn

• Read the Daily Digest…daily
• Join and participate in groups
• Keep your profile up to date
• Ask and answer questions
• Give recommendations & skill
  endorsements
• Ask for specific referrals and introductions
• Use Signals
Finding more sales on Twitter

•   Follow your prospects
•   Follow your partners
•   Curate customer-centric content
•   Listen for buying signals
•   Watch and use hashtags
Nine Social Selling Tools

1.   HootSuite
2.   Nearstream
3.   TweetAdder
4.   Dlvr.it
5.   Timely.is
6.   UnTweeps
7.   TextExpander or ActiveWords
8.   Email Alerts
9.   Morning Coffee
Three types of social content



           1.Proactive
            2.Reactive
          3.Participatory
Three content questions

• What do I want people to see, hear and/or
  learn?
• What do I want people to think?
• What do I want people to do?




                                        #loopfuse
Custom messages by role

              Audience   Drivers   Pain Points   Value Propositions(bullet points)   Key Messages

Vertical #1
                CEO




               IT/CIO




                CFO




                CMO




              Audience   Drivers   Pain Points   Value Propositions(bullet points)   Key Messages

Vertical #2
                CEO




                                                                                                #loopfuse
Planning content

           Week 1   Week 2   Week 3   Week 4

 Theme 1
 Theme 2
 Theme 3
 Theme 4
Editorial calendar example

                        Market Leader
                        Q2 2010 Editorial Calendar

                                                                                                                                                                                               Q2
                                                                                                                      May                                                                                                                             June
                                                                     Week of May 3         Week of May 10                      Week of May 17               Week of May 24               Week of May 31            Week of June                  Week of June 14         Week of June 21        Week of June 28
                        Corporate Theme                                     Spring Season Heats Up                                                            New Vision for Real Estate Industry                                                              Are you growing your market share?
                        Content Theme                                                                                                                      Bringing it all together to grow your business
                        Company News (PR)                                                          Fiji Release           Leading RE free trial        Gathering of Eagles                                    200th MLS
                                                                                                                                                       Keynote Recap
                        Industry Calendar                                                                                                              Mid-year NAR
                                             Broker Ops (Bob)                               Agent productivity tools - Creating a customer-                                         Top 10 reasons why                                       12 ways to motivate,
                                                                                            what's recommended,        centric brokerage (blog)                                     brokers should care about                                excite and retain your
                                                                                            what's working (blog, AR)                                                               social media (blog, AR)                                  agents (blog)

                             Broker LinkedIn Group Questions                                What productivity tools are   What does customer-          How many conferences to     What is your brokerage        How has business been       What are your best            What is your brokerage      How much training do you
                                                                                            your agents using? Any        centric mean at your         do you attend each year?    doing with social media?      since the home-buyer        practices for motivating,     doing to encourage and      provide your agents?
                                                                                            that have been adopted        brokerage? What are          Which are your favorites    Can you measure specific      credit expired? What new    exciting and retaining your   facilitate teamwork and     What topics do you focus
                                                                                            across the brokerage?         your best practices around   and why?                    new business from these       promotions have you         agents?                       resource sharing?           on?
Training & Education




                                                                                                                          this?                                                    investments?                  instituted to replace it?

                                               Leadership (Ian)                             The best customer service Early listing season             Why listings matter even                                  Attracting & recruiting
                                                                                            advice I ever received    observations (blog)              in a buyers market (blog)                                 agents (blog)
                                                                                            (blog)
                                       Agents & Teams (Scott) How to share best                                       Team collaboration best                                                                    How to be more efficient                                  Combining resources
                                                              practices across your                                   practices (blog, AR)                                                                       when you don't always                                     across a team to increase
                                                              team (blog, AR)                                                                                                                                    share the same                                            marketing impact (blog,
                                                                                                                                                                                                                 workspace (blog, AR)                                      AR)
                              Sales & Marketing Advice (anon) Five seller appeasement                                                                                              Seller marketing tips from                                                                                          Best practices for listing
                                                              strategies that won't break                                                                                          real estate veterans (blog,                                                                                         presentations (blog, AR)
                                                              the bank (blog, AR)                                                                                                  AR)

                                    Search & Web Tips (Thad)                               How to increase your                                      Why your Web domain is                                How to be immediately             How to help local                                     Using social media to
                                                                                           Twitter followers (blog,                                  so important (and why it's                            responsive to your Web            buyers/sellers find your                              market your listings (blog,
                                                                                           AR)                                                       not) (blog, AR)                                       leads (blog, AR)                  Web site (blog, AR)                                   AR)
                        Market Leader Voices                      Guest Posts: Broker Web site success stories (pull                              Guest Posts: Best customer service you ever gave or received                                   Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader
Leadership Commentary




                                                                                from Exit customers)

                        Five Ways to be a Market Leader                                      5 ways to improve your       5 ways to build a business      5 ways to instantly                 TBD                           TBD                         TBD                          TBD                          TBD
                        (Video)                                                               search results (Thad)         within a business (Ian)     improve your customer
                                                                                                                                                            service (Scott)

                        Ian's Leadership Videos                                                                           Five Characteristics of a                                Building a Customer-                                      Why Lead Management                                       Knowing when technology
                                                                                                                          Successful Real Estate                                   Centric Brokerage                                         Matters (and why it's often                               is important, and when it's
                                                                                                                          Business                                                                                                           ignored)                                                  not




                                                                                                                                                                                                                                                                                                 #loopfuse
Five common content
marketing mistakes
1. Not having a plan up front
2. Writing for the company instead of the
   customer
3. Not encouraging and participating in two-
   way communication
4. Not promoting, aggregating and curating
   great content from others
5. Only producing written content
                                         #loopfuse
Repurposing




              #loopfuse
How to create more content

•   Write more ideas down
•   Keep a single, ongoing list of those ideas
•   Ideas, then outlines, then drafts
•   Write ahead of time
•   Use guest contributors




                                            #loopfuse
10 sources of content inspiration

 1. Customer questions
 2. Stuff you read
 3. People you disagree with
 4. Your customer-facing teams
 5. Trade press
 6. Conferences, panels & Webinars
 7. Twitter hashtags
 8. LinkedIn Answers
 9. The news
 10. Things you see that are dumb
                                     #loopfuse
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
If you want more…
Questions?

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Eloqua Road to Revenue: Social Selling Presentation Deck

  • 1. Using Social Media to Find and Close New Business* *(without spending a thing) Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  • 2. 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
  • 3. Prospect Engagement Funnel Customer Targets (based on persona profiles) Next Step Accelerator Ideas Network-exclusive access to content Network / Open Community Value-added special offers Channels: Twitter, Facebook, Blog, LinkedIn Discovery events Goal: Drive Registration White papers, top ten tips, etc. Drip Marketing Testimonials, Success Stories Channels: Email Newsletters, CRM System Profile-Specific Messages Goal: Drive Active Prospects New product/service offers Active Sales Cycle New Opportunity Alerts Channels: CRM, 1:1 1:1 with Existing Customer Goal: Sell In-Market Events New Referral & Tell-a-Friend Offers Customer Network / Community Invites
  • 4. Five questions to start • What/who are your targets? • What do they care about? What outcome are they seeking? • Where do you find them? • What or who influences them? • How do they want to engage and (eventually) buy?
  • 6. What are they talking about?
  • 7. The buying progression Problem/ Solution Objective/ Pain Outcome
  • 8. Top sales reps – social tips 1. Get new introductions from existing network 2. Get new introductions from others in their organization 3. Watch for buying signals across the social Web 4. Target both individuals and keywords 5. Build deeper, early relationships with new prospects 6. Directly share information, become an expert, generate a following
  • 9. Finding more sales on LinkedIn • Read the Daily Digest…daily • Join and participate in groups • Keep your profile up to date • Ask and answer questions • Give recommendations & skill endorsements • Ask for specific referrals and introductions • Use Signals
  • 10. Finding more sales on Twitter • Follow your prospects • Follow your partners • Curate customer-centric content • Listen for buying signals • Watch and use hashtags
  • 11. Nine Social Selling Tools 1. HootSuite 2. Nearstream 3. TweetAdder 4. Dlvr.it 5. Timely.is 6. UnTweeps 7. TextExpander or ActiveWords 8. Email Alerts 9. Morning Coffee
  • 12. Three types of social content 1.Proactive 2.Reactive 3.Participatory
  • 13. Three content questions • What do I want people to see, hear and/or learn? • What do I want people to think? • What do I want people to do? #loopfuse
  • 14. Custom messages by role Audience Drivers Pain Points Value Propositions(bullet points) Key Messages Vertical #1 CEO IT/CIO CFO CMO Audience Drivers Pain Points Value Propositions(bullet points) Key Messages Vertical #2 CEO #loopfuse
  • 15. Planning content Week 1 Week 2 Week 3 Week 4 Theme 1 Theme 2 Theme 3 Theme 4
  • 16. Editorial calendar example Market Leader Q2 2010 Editorial Calendar Q2 May June Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28 Corporate Theme Spring Season Heats Up New Vision for Real Estate Industry Are you growing your market share? Content Theme Bringing it all together to grow your business Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles 200th MLS Keynote Recap Industry Calendar Mid-year NAR Broker Ops (Bob) Agent productivity tools - Creating a customer- Top 10 reasons why 12 ways to motivate, what's recommended, centric brokerage (blog) brokers should care about excite and retain your what's working (blog, AR) social media (blog, AR) agents (blog) Broker LinkedIn Group Questions What productivity tools are What does customer- How many conferences to What is your brokerage How has business been What are your best What is your brokerage How much training do you your agents using? Any centric mean at your do you attend each year? doing with social media? since the home-buyer practices for motivating, doing to encourage and provide your agents? that have been adopted brokerage? What are Which are your favorites Can you measure specific credit expired? What new exciting and retaining your facilitate teamwork and What topics do you focus across the brokerage? your best practices around and why? new business from these promotions have you agents? resource sharing? on? Training & Education this? investments? instituted to replace it? Leadership (Ian) The best customer service Early listing season Why listings matter even Attracting & recruiting advice I ever received observations (blog) in a buyers market (blog) agents (blog) (blog) Agents & Teams (Scott) How to share best Team collaboration best How to be more efficient Combining resources practices across your practices (blog, AR) when you don't always across a team to increase team (blog, AR) share the same marketing impact (blog, workspace (blog, AR) AR) Sales & Marketing Advice (anon) Five seller appeasement Seller marketing tips from Best practices for listing strategies that won't break real estate veterans (blog, presentations (blog, AR) the bank (blog, AR) AR) Search & Web Tips (Thad) How to increase your Why your Web domain is How to be immediately How to help local Using social media to Twitter followers (blog, so important (and why it's responsive to your Web buyers/sellers find your market your listings (blog, AR) not) (blog, AR) leads (blog, AR) Web site (blog, AR) AR) Market Leader Voices Guest Posts: Broker Web site success stories (pull Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader Leadership Commentary from Exit customers) Five Ways to be a Market Leader 5 ways to improve your 5 ways to build a business 5 ways to instantly TBD TBD TBD TBD TBD (Video) search results (Thad) within a business (Ian) improve your customer service (Scott) Ian's Leadership Videos Five Characteristics of a Building a Customer- Why Lead Management Knowing when technology Successful Real Estate Centric Brokerage Matters (and why it's often is important, and when it's Business ignored) not #loopfuse
  • 17. Five common content marketing mistakes 1. Not having a plan up front 2. Writing for the company instead of the customer 3. Not encouraging and participating in two- way communication 4. Not promoting, aggregating and curating great content from others 5. Only producing written content #loopfuse
  • 18. Repurposing #loopfuse
  • 19. How to create more content • Write more ideas down • Keep a single, ongoing list of those ideas • Ideas, then outlines, then drafts • Write ahead of time • Use guest contributors #loopfuse
  • 20. 10 sources of content inspiration 1. Customer questions 2. Stuff you read 3. People you disagree with 4. Your customer-facing teams 5. Trade press 6. Conferences, panels & Webinars 7. Twitter hashtags 8. LinkedIn Answers 9. The news 10. Things you see that are dumb #loopfuse
  • 21. 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
  • 22. If you want more…