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Social Media to Enable Sales 
Copyright Jane Frankland Agency, 2013
Introduction 
 I’m here to talk about SOCIAL MEDIA. 
 Social Media marketing is being touted as a strategy 
that all businesses should be using but …. 
 THE question is …should you? 
 Is it right for your business? 
 Will it deliver REAL results? 
 Is it worth your TIME?
Who is Jane Frankland? 
 I’m a 7-figure business builder. 
 I grew my 1st company to 7- 
figures in record time - 2 years 
(organically) and then I did it a 
2nd time, 5 years later. 
 I now have a global business 
development agency and I help 
entrepreneurs build 7-figure 
businesses, get unstuck or 
accelerate growth.
Enabling sales 
 During the past 18 years I’ve sold 
to startups and existing 
businesses – solo entrepreneurs, 
SMEs and multi nationals. 
 I focus on 3 areas: 
1. Sales 
2. Marketing 
3. Operations 
 I deliver consultancy, coaching 
and training (online and offline).
Social media as a tool 
 Social Media is my thing! I’ve been using it since 2008 but now I 
use it purely for business. 
 I’m not just another Social Media bod. I come to this from a 
commercial viewpoint and as an entrepreneur. I look at it 
STRATEGICALLY – in terms of ROI. And, as 1 mere tool! 
 Grew my Twitter to 2,000 USEFUL followers organically 
within 8 weeks. 
 Increased my Facebook fans by 651 organically within 4 
weeks. 
 Grown my YouTube Channel to almost 100,000 views in a 
year.
Agenda 
 What you’re going to get from this training is: 
 How you can use social media to enable sales. 
 How you can use social media to support your 
business. 
 Some good habits and key social media wins.
 
Let’s get started
The new world 
 When it comes to MARKETING we’re now in a new world. 
We’re far more sophisticated. 
 We’ve moved on from actively seeking our target market and 
making a pitch. 
 Now it’s all about: 
 Attraction marketing 
 ENGAGEMENT 
 Connecting to your clients and forming communities 
 Building trust, being useful and ADDING VALUE.
There’s an expectation
Good news & bad news
The opportunity 
 The Internet has changed the way we find, discover, 
share, shop and connect. 
 Huge opportunity with over 2 billion users. 
 1/3 of the world’s population is online! 
 61% of them are researching products before they 
buy online. They’re out there comparing prices, 
quality and reviews.
Savvy entrepreneurs 
 Savvy entrepreneurs are shifting their spend away from 
‘interruption advertising.’ i.e. TV ads, trade shows and 
direct mail. 
 They’re seeing better returns through social media. This 
is a FACT: 
 57% acquire clients and customers through blogging. 
 44% from Twitter. 
 77% of B2C companies and 43% of B2B companies from 
Facebook.
Where to focus 
 To win in business now, you must be focusing on 
engagement, interaction and conversations. 
 Recent figures suggest that 90% of us buy on 
recommendation – even from people we’ve never 
met. 
 Why? Well we’re programmed this way. We follow 
the herd, keep up with the crowd and so on. 
 Restaurants! – busy or not busy – which one?!
Shorten the sales cycle 
 When it comes to social media, studies show that the 
average conversion rate on a website shoots from 7% 
buying up to 71% when we’re recommended via social 
networks. 
 When you ask for help or search for something through 
those you’re connected to, you’ll find that you’ll end up 
on the recommended site knowing a lot more. You’ll be 
more focused and probably more ready to buy! 
 Social Media shortens the sales cycle.
Key things to note 
 Understand this and you’ll take traffic away from 
your competitors who may out rank you now in 
terms of SEO. 
 To succeed with social media you’ll need to know 
your objective and know your market. Then plan, 
focus and take consistent action.
Stay on track: objective 
1. What’s your objective? 
 SEO, ranking, traffic 
 Branding, exposure, PR 
 Lead generation 
 Customer engagement and reputation 
management 
 Joint ventures 
 Team training 
 Optimizing internal processes
Stay on track: avatar 
1. Who’s your ideal client (personas, avatars etc.)? 
2. What are their problems or needs? 
3. Where do they hang out? 
4. How can you be of help to them i.e. solve their 
problem? 
5. Who do you already know who would be useful to 
them as a connection.
Form good habits 
See a pattern forming? 
 SHARING and HELPING! 
 This really is how to get the best out of social media. 
 It’s not about expecting to get a reward from it, although that 
often happens. 
 It’s not about giving before you receive, and your reward will 
often not come from the source you gave it to. 
 By delivering practical expert advice, being available and 
accessible, you set yourself up for success.
Raise your game! 
 Being in business you need to 
raise your visibility and listen to 
your market. Social media is 
such an easy way to do this. 
 It’s a really effective means to 
generate brand exposure and 
public relations news. For 
whether you like it or not, you 
and your brand is all over the 
Internet.
Don’t get left behind 
 Who here does research on a company before attending a 
meeting? 
 Who here researches a PERSON before attending a meeting? 
 We all search on the Internet (mostly Google) now. 
 Get used to it as it will only accelerate. 
 Be in control of your public image. Listen to your market so 
you’re not missing out. 
 Don’t get left behind!
In it to win it 
 In May 2010 Facebook overtook Google as the first place 
that people search for goods and services, so your 
business needs to have a Page there. 
 YouTube is fast on its heels. 
 Both can be inexpensive marketing tools BUT you must 
know how to use them correctly and decide whether 
they are the right platforms for your business. 
 You then have to decide how much time to devote to 
each platform.
A word of warning… 
 Without considering these things you do run the 
risk of joining the ranks of those who say 
 “it doesn’t work…it’s just a fad” 
 ….because they used it incorrectly – broadcasting to 
people who were never listening; using PUSH 
marketing techniques and all without a strategy.
 
Social Media 
7 social media platforms
Agenda 
 Let’s look at these 7 platforms: 
1. Twitter 
2. Facebook 
3. Pinterest 
4. YouTube 
5. Linkedin 
6. Blogging 
7. Bizcrowd 
 Easy wins and ACTION steps to take!
1. Twitter 
 The best place to start. 
 It’s simple and you can see 
great results from it. 
 Use it as a means to get 
prospects to engage with 
you and drive traffic to your 
Facebook Page or website so 
you can have more 
interaction.
Easy wins 
 Good profile picture. Use your headshot as your image, not an egg. If you 
have a brand logo, you may want to use this. It really depends on 
whether you’re a personal brand or not. 
 Build a following and start using Twitter Search to listen for your name, 
your competitor’s names and words that relate to your market. 
 Start discussions. Share links to interesting articles, videos and blogs. 
Don’t sell from here – just be useful! 
 Don’t use Direct Messaging unless your Tweets are private. 
 Don’t auto follow or follow too much. Twitter will come down hard on 
you for this. Make everything look natural.
2. Facebook 
 Topped 1 billion users, and is 
the most widely used social 
networking platform on the 
web. 
 There’s a Facebook account 
for 1 out of every 7 people 
on earth and nearly half of 
the people in the world with 
access to the Internet are 
using it! 
 Why would you not want to 
use it – meet them where 
they’re at.
Easy wins 
 Post consistently - 2-5 times per day. Automate if you need to. Post with 
CTAs (click here, comment, please share etc.). 
 Post a variety of content – 3 Es. Think about what your avatar wants. 
 Link to your PAGE from your Profile. Don’t have the suitcase image! 
 Always engage with people who are reaching out to you. 
 Complete and optimize your About section on your wall; include a hot 
link and a CTA. Complete all the other sections too as they are viewed!. 
Make it crystal clear how people can do business with you. 
 Posts with 80 characters or less to get more engagement, comments, 
likes etc. – up to 42% (Buddy Media).
3. Pinterest 
 The hottest newcomer! Pinterest hit 
10m U.S. monthly unique visitors faster 
than any independent site in history. 
 It’s great for ranking and is driving more 
referral traffic than Google+, YouTube 
and Linkedin combined. 
 83% of Pinterest users are women, 50% 
of all Pinterest users have children, the 
most popular age group on Pinterest is 
25 - 34 year olds. 
 The best thing… users are there to buy! 
 69% of online consumers who visit 
Pinterest have found an item they've 
bought or wanted to buy, compared with 
40% of Facebook users.
Easy wins 
 Complete your profile and have a business account 
https://www.business.pinterest.com 
 Verify your website with Pinterest and make sure you 
have pin it buttons on your website. 
 Add boards with information that will be useful to your 
market. Make these the first few boards. 
 Add CTAs when pinning. 
 Pin regularly and from your website or YouTube as you’ll 
get backlinks.
4. YouTube 
 YouTube has 4 billion daily views, >88.6m 
people watch it on an average day. 
 Google owns it so it gives it a hefty weight 
rating in the search results. This means it’s 
easier to get your video onto Page 1 of 
Google than through SEO. 
 We’re human and like to interact and do 
business with people we can relate to. 
 Video fills in the missing piece of the 
Internet jigsaw - it allows us to put the 
personal touch to our site and 
communication.
Easy wins 
 Keyword research before uploading a video. You’ll need this for 
your video title, description and tags. 
 Make your videos under 3 minutes. 
 If you’re filming with your iPhone make sure to hold it 
horizontally. 
 Make sure the audio is good. 
 Encourage sharing, and interaction and get social by commenting 
and making friends on YouTube. 
 Always include a link to your website in the description.
5. Linkedin 
 LinkedIn is by far most the 
important social network to reach 
out to business buyers and connect 
with professionals in general. 
 With over 225 million on the 
platform it drives the most 
customers to B2B – 65%. 
 Use it to network, recruit and 
generate business. 
 BUT it is only the right platform if 
you’re a B2B.
Easy wins 
 Complete your profile. 
 Use keywords so you show up in the search engines 
and attract interest and engagement with others. 
 Get interactive. 
 You can add your blogs/website, documents and 
presentations on there. 
 Join groups and form them!
6. Blogging 
 57% of companies with a blog have acquired a 
customer from their blog. 
 B2Bs who use blogs generate 67% more leads per 
month than those who don’t and B2Cs that blog 
generate 88% more leads per month than those 
that don’t. 
 YOU CAN GET AHEAD OF YOUR COMPETITION!
Continued… 
 Consistent blogging demonstrates commitment to your 
prospects. You gain readers’ trust and encourage repeat 
visits. And you’re often first in mind especially ifyou’ve got 
your auto responder involved! 
 You’re also creating more connections between people and 
brands and more website traffic. Throw in keywords and you’ll 
drive even more from the search engines. 
 Remember blog links can be added almost anywhere – from 
an email signature to social media outlets. Informing people 
of a new blog post generates website traffic.
7. Bizcrowd 
“Where business finds business” 
 UK centric. 
 Connect directly with customers who 
need your products and services. 
 Showcase your business with your 
own dedicated Business Profile. 
 Post a need or question and get an 
email response. 
 Access the latest news, videos and 
tips tailored to your Industry.
A final thought… 
“Audiences everywhere are tough. They don’t 
have time to be bored or brow beaten with old 
fashioned advertising. We need to stop 
interrupting what people are interested in and 
be what people are interested in.” 
Craig Davis, Chief Creative officer, Worldwide, J Walter Thompson (#4 ad agency in 
the world)
Take action now! 
 Focus on what matters. Pick 1 main 
social media platform and then 2 
others. 
 Set 1 small goal/day, week and 
month and 1 big goal/quarter. 
 Know your mission, complete it and 
get out of there! 
 Download my Social Media Made 
Easy ebook at: http://jane-frankland. 
com/freebies/social-media/
Come have a conversation 
hello@jane-frankland.com 
or, 
http://jane-frankland.com

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Social Media to Enable Sales for Natwest Summer Time Talk

  • 1. Social Media to Enable Sales Copyright Jane Frankland Agency, 2013
  • 2. Introduction  I’m here to talk about SOCIAL MEDIA.  Social Media marketing is being touted as a strategy that all businesses should be using but ….  THE question is …should you?  Is it right for your business?  Will it deliver REAL results?  Is it worth your TIME?
  • 3. Who is Jane Frankland?  I’m a 7-figure business builder.  I grew my 1st company to 7- figures in record time - 2 years (organically) and then I did it a 2nd time, 5 years later.  I now have a global business development agency and I help entrepreneurs build 7-figure businesses, get unstuck or accelerate growth.
  • 4. Enabling sales  During the past 18 years I’ve sold to startups and existing businesses – solo entrepreneurs, SMEs and multi nationals.  I focus on 3 areas: 1. Sales 2. Marketing 3. Operations  I deliver consultancy, coaching and training (online and offline).
  • 5. Social media as a tool  Social Media is my thing! I’ve been using it since 2008 but now I use it purely for business.  I’m not just another Social Media bod. I come to this from a commercial viewpoint and as an entrepreneur. I look at it STRATEGICALLY – in terms of ROI. And, as 1 mere tool!  Grew my Twitter to 2,000 USEFUL followers organically within 8 weeks.  Increased my Facebook fans by 651 organically within 4 weeks.  Grown my YouTube Channel to almost 100,000 views in a year.
  • 6. Agenda  What you’re going to get from this training is:  How you can use social media to enable sales.  How you can use social media to support your business.  Some good habits and key social media wins.
  • 7.  Let’s get started
  • 8. The new world  When it comes to MARKETING we’re now in a new world. We’re far more sophisticated.  We’ve moved on from actively seeking our target market and making a pitch.  Now it’s all about:  Attraction marketing  ENGAGEMENT  Connecting to your clients and forming communities  Building trust, being useful and ADDING VALUE.
  • 10. Good news & bad news
  • 11. The opportunity  The Internet has changed the way we find, discover, share, shop and connect.  Huge opportunity with over 2 billion users.  1/3 of the world’s population is online!  61% of them are researching products before they buy online. They’re out there comparing prices, quality and reviews.
  • 12. Savvy entrepreneurs  Savvy entrepreneurs are shifting their spend away from ‘interruption advertising.’ i.e. TV ads, trade shows and direct mail.  They’re seeing better returns through social media. This is a FACT:  57% acquire clients and customers through blogging.  44% from Twitter.  77% of B2C companies and 43% of B2B companies from Facebook.
  • 13. Where to focus  To win in business now, you must be focusing on engagement, interaction and conversations.  Recent figures suggest that 90% of us buy on recommendation – even from people we’ve never met.  Why? Well we’re programmed this way. We follow the herd, keep up with the crowd and so on.  Restaurants! – busy or not busy – which one?!
  • 14. Shorten the sales cycle  When it comes to social media, studies show that the average conversion rate on a website shoots from 7% buying up to 71% when we’re recommended via social networks.  When you ask for help or search for something through those you’re connected to, you’ll find that you’ll end up on the recommended site knowing a lot more. You’ll be more focused and probably more ready to buy!  Social Media shortens the sales cycle.
  • 15. Key things to note  Understand this and you’ll take traffic away from your competitors who may out rank you now in terms of SEO.  To succeed with social media you’ll need to know your objective and know your market. Then plan, focus and take consistent action.
  • 16. Stay on track: objective 1. What’s your objective?  SEO, ranking, traffic  Branding, exposure, PR  Lead generation  Customer engagement and reputation management  Joint ventures  Team training  Optimizing internal processes
  • 17. Stay on track: avatar 1. Who’s your ideal client (personas, avatars etc.)? 2. What are their problems or needs? 3. Where do they hang out? 4. How can you be of help to them i.e. solve their problem? 5. Who do you already know who would be useful to them as a connection.
  • 18. Form good habits See a pattern forming?  SHARING and HELPING!  This really is how to get the best out of social media.  It’s not about expecting to get a reward from it, although that often happens.  It’s not about giving before you receive, and your reward will often not come from the source you gave it to.  By delivering practical expert advice, being available and accessible, you set yourself up for success.
  • 19. Raise your game!  Being in business you need to raise your visibility and listen to your market. Social media is such an easy way to do this.  It’s a really effective means to generate brand exposure and public relations news. For whether you like it or not, you and your brand is all over the Internet.
  • 20. Don’t get left behind  Who here does research on a company before attending a meeting?  Who here researches a PERSON before attending a meeting?  We all search on the Internet (mostly Google) now.  Get used to it as it will only accelerate.  Be in control of your public image. Listen to your market so you’re not missing out.  Don’t get left behind!
  • 21. In it to win it  In May 2010 Facebook overtook Google as the first place that people search for goods and services, so your business needs to have a Page there.  YouTube is fast on its heels.  Both can be inexpensive marketing tools BUT you must know how to use them correctly and decide whether they are the right platforms for your business.  You then have to decide how much time to devote to each platform.
  • 22. A word of warning…  Without considering these things you do run the risk of joining the ranks of those who say  “it doesn’t work…it’s just a fad”  ….because they used it incorrectly – broadcasting to people who were never listening; using PUSH marketing techniques and all without a strategy.
  • 23.  Social Media 7 social media platforms
  • 24. Agenda  Let’s look at these 7 platforms: 1. Twitter 2. Facebook 3. Pinterest 4. YouTube 5. Linkedin 6. Blogging 7. Bizcrowd  Easy wins and ACTION steps to take!
  • 25. 1. Twitter  The best place to start.  It’s simple and you can see great results from it.  Use it as a means to get prospects to engage with you and drive traffic to your Facebook Page or website so you can have more interaction.
  • 26. Easy wins  Good profile picture. Use your headshot as your image, not an egg. If you have a brand logo, you may want to use this. It really depends on whether you’re a personal brand or not.  Build a following and start using Twitter Search to listen for your name, your competitor’s names and words that relate to your market.  Start discussions. Share links to interesting articles, videos and blogs. Don’t sell from here – just be useful!  Don’t use Direct Messaging unless your Tweets are private.  Don’t auto follow or follow too much. Twitter will come down hard on you for this. Make everything look natural.
  • 27. 2. Facebook  Topped 1 billion users, and is the most widely used social networking platform on the web.  There’s a Facebook account for 1 out of every 7 people on earth and nearly half of the people in the world with access to the Internet are using it!  Why would you not want to use it – meet them where they’re at.
  • 28. Easy wins  Post consistently - 2-5 times per day. Automate if you need to. Post with CTAs (click here, comment, please share etc.).  Post a variety of content – 3 Es. Think about what your avatar wants.  Link to your PAGE from your Profile. Don’t have the suitcase image!  Always engage with people who are reaching out to you.  Complete and optimize your About section on your wall; include a hot link and a CTA. Complete all the other sections too as they are viewed!. Make it crystal clear how people can do business with you.  Posts with 80 characters or less to get more engagement, comments, likes etc. – up to 42% (Buddy Media).
  • 29. 3. Pinterest  The hottest newcomer! Pinterest hit 10m U.S. monthly unique visitors faster than any independent site in history.  It’s great for ranking and is driving more referral traffic than Google+, YouTube and Linkedin combined.  83% of Pinterest users are women, 50% of all Pinterest users have children, the most popular age group on Pinterest is 25 - 34 year olds.  The best thing… users are there to buy!  69% of online consumers who visit Pinterest have found an item they've bought or wanted to buy, compared with 40% of Facebook users.
  • 30. Easy wins  Complete your profile and have a business account https://www.business.pinterest.com  Verify your website with Pinterest and make sure you have pin it buttons on your website.  Add boards with information that will be useful to your market. Make these the first few boards.  Add CTAs when pinning.  Pin regularly and from your website or YouTube as you’ll get backlinks.
  • 31. 4. YouTube  YouTube has 4 billion daily views, >88.6m people watch it on an average day.  Google owns it so it gives it a hefty weight rating in the search results. This means it’s easier to get your video onto Page 1 of Google than through SEO.  We’re human and like to interact and do business with people we can relate to.  Video fills in the missing piece of the Internet jigsaw - it allows us to put the personal touch to our site and communication.
  • 32. Easy wins  Keyword research before uploading a video. You’ll need this for your video title, description and tags.  Make your videos under 3 minutes.  If you’re filming with your iPhone make sure to hold it horizontally.  Make sure the audio is good.  Encourage sharing, and interaction and get social by commenting and making friends on YouTube.  Always include a link to your website in the description.
  • 33. 5. Linkedin  LinkedIn is by far most the important social network to reach out to business buyers and connect with professionals in general.  With over 225 million on the platform it drives the most customers to B2B – 65%.  Use it to network, recruit and generate business.  BUT it is only the right platform if you’re a B2B.
  • 34. Easy wins  Complete your profile.  Use keywords so you show up in the search engines and attract interest and engagement with others.  Get interactive.  You can add your blogs/website, documents and presentations on there.  Join groups and form them!
  • 35. 6. Blogging  57% of companies with a blog have acquired a customer from their blog.  B2Bs who use blogs generate 67% more leads per month than those who don’t and B2Cs that blog generate 88% more leads per month than those that don’t.  YOU CAN GET AHEAD OF YOUR COMPETITION!
  • 36. Continued…  Consistent blogging demonstrates commitment to your prospects. You gain readers’ trust and encourage repeat visits. And you’re often first in mind especially ifyou’ve got your auto responder involved!  You’re also creating more connections between people and brands and more website traffic. Throw in keywords and you’ll drive even more from the search engines.  Remember blog links can be added almost anywhere – from an email signature to social media outlets. Informing people of a new blog post generates website traffic.
  • 37. 7. Bizcrowd “Where business finds business”  UK centric.  Connect directly with customers who need your products and services.  Showcase your business with your own dedicated Business Profile.  Post a need or question and get an email response.  Access the latest news, videos and tips tailored to your Industry.
  • 38. A final thought… “Audiences everywhere are tough. They don’t have time to be bored or brow beaten with old fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in.” Craig Davis, Chief Creative officer, Worldwide, J Walter Thompson (#4 ad agency in the world)
  • 39. Take action now!  Focus on what matters. Pick 1 main social media platform and then 2 others.  Set 1 small goal/day, week and month and 1 big goal/quarter.  Know your mission, complete it and get out of there!  Download my Social Media Made Easy ebook at: http://jane-frankland. com/freebies/social-media/
  • 40. Come have a conversation hello@jane-frankland.com or, http://jane-frankland.com