Integrate Social Media Into The
Six Steps to Fill Up Your Sales
David M. Cheek
• Evolution of the Sales Process
• The 6 Steps
1. Selecting the Right Places
3. Creating Your Channels
4. Press Releases
5. Promoting Your Channels
6. Measuring and Adjusting
Who is WSI?
• Founded in 1995
– birth of the Internet
• World’s largest network of local,
Independent Digital Marketing
• Global presence - 87 countries
• System-wide revenues in excess of
$120 million in 2011
• Our goal is to help businesses:
– Elevate their online brand reputation
– Generate more leads through the Internet
– Tap into new revenue opportunities
– Take their profit potentials to higher levels
• 30+ years sales and marketing
experience, corporate VP of Sales
with 2 Fortune 250 companies
• Motivational Speaker & Published
author of several articles and best-
selling book, Got Passion?
• Gina, President - Cheek Household
• Certified Digital Marketing
@wsidavidmcheek /davidmcheek /wsiemarketingspecialist WSIDigitalMarketingConsultantDallas
Evolution of the Sales Process
Image courtesy of magazine13.com
Benefits of Social Media Marketing
The main benefit is standing out in an increasingly noisy world
72% have increased traffic and subscribers
51% generated qualified leads for their business
Taken from 2011 Social Media Marketing Industry Report
by Social Media Examiner
The Search, Surf & Social Sales Cycle
Copyright 2011 Research and Management. All rights reserved.
Step 1 – Which Platforms to Target
Selecting the Right Places
Find Your Target
Bricks and mortar? Think mobile
Where is your audience active?
Is your business B2B or B2C?
What are your demographics?
Make sure you appeal to locals
Step 2 - Start a Blog
• Create a content strategy, focus on
• Find out what answers people are
• Brainstorm topics and
ideas, tips, faq’s, how-to’s etc.
• Google loves fresh content, pay attention
• Encourage comments and questions.
• Say thanks if someone shares your
• Post summaries of your blog on other
social platforms linking back to the main
• Create the company profile, include product and
– Overview section is the “reception area”
– Careers, find the right job applicants
– Products and services, provide details by product line
• Select featured products or services
• Upload images and description
• Up to 8 bullet list features
• YouTube video
• Product URL on your main web site
• Create a special offer
– Create audience segments
– Seek recommendations
Step 3 - Slideshare
• Focus on educating your audience, provide content
with tips or step by step advice
• Upload company presentations with audio
– A slide show with how to information about your products
– A newsletter with the top 7 tips for improvement
– A recording of a webinar with industry tips
– A whitepaper discussing helpful tools
• Add insightful comments to others material
• Connect with the LinkedIn and Facebook apps to
• Use it to drive potential clients to your main
• Can use existing company video material
• Create a video version of your blog article
• Product and service demonstrations
• Answer frequently asked questions
• Tips on how to solve problems
• Customer testimonials
• Spread the word each time, tweet it, share
it, bookmark it, post about it everywhere
• Use the YouTube analytics tools
Step 3 - Facebook
• Create company Facebook business page
• Encourage fans to help promote the page
• Run paid ads on Facebook
targeted, geography, age, education, gender
• Add your events such as webinars, product
• Engage with your customers and prospects
• Make your business page public, use great
• Use the polls feature for more interaction
Step 3 – Google+
A New Social Network:
• Circles: allow you to group your contacts into intuitive
groupings, based on relationship.
• Hangouts: Instant conversations via video and chat, both
with groups and individuals.
• Photos: Use Google+ to share your favorite photos and
• Sparks: Topics of interest, chosen and edited by you, that
you can explore and share.
• Huddle: Collaborative group chat with multiple people
on the same page at the same time.
Step 4 – Increase Use of Press Releases
Modify press release strategy for
blogger coverage and SEO
• Define your PR topics, make them relevant with a call to
• To encourage inbound links, keep them short & include
more links to different sections of the company website
• Syndicate the news to your social channels
• Make sure you focus on your desired keywords
• Write a strong boilerplate include links to your social
• Include links to multimedia content
Step 5 – Promoting your channels
• Include “follow me” or “Like this” or “+1” links on all
• Encourage sharing of all content, make it easy to do
• Add social feeds to your web site for fresh content
• Include social feeds on all newsletters
• Post sections of your articles on other channels
• Bookmark, tweet, share on all profiles
• Include links on offline marketing literature
• Include social links on invoices
• Use QR codes on marketing materials
Step 6 – Measure your Success
You’re not done yet!
• Strategy adjustments
Measure Your Success
• Establish your key metrics and monitor trends
– Attention numbers
– Ratio of connections who convert to sales
– Customer engagement
• Make sure they relate to your business goals
• Invest in a good social measurement tool
– Social Mention – tracks blogs, comments, twitter etc
– HootSuite – manage multiple accounts and monitor buzz
– Radian 6 – powerful social media monitoring including
Digital Marketing Smart Stats
93% of consumers go to the Internet first
85% of consumers search for local businesses
121 million searches/hour are conducted on Google
(does not include Yahoo or Bing), and only 25% scroll
past page 1
Social Media has grown 712% since 2005.
66% of adult users access social media on a daily basis.
There are now 9 million businesses using Facebook
“I would rather give up ____ than my phone for a week.”
Alcohol? Chocolate? Sex? Toothbrush?
70% 63% 33% 22%
A Range of Powerful Services
Online Brand Online Prospect
Credibility & and Customer
Paid Search (PPC) Website/Landing Customer E-mail
Organic Search Page Design Communication
(SEO) Mobile Websites Prospect and Lead
Social Media Social Media Nurturing E-Mail
Optimization and Profile Communication
Syndication Development Social Media
Website Reputation Optimization &
Conversion Management Syndication
Optimization Video Production
Thank You and have a blessed day
Keep in touch!
Notes de l'éditeur
We live in incredible times, the internet and social media are allowing the consumer to have a much louder voice in how brands are perceived in the marketplace. Good news and bad news can spread fast. Businesses need to have a clear, consistent message and a corporate image that they wish to project.The internet is making it easier for people to find subject matter experts and follow what these people are saying and doing.Social media is a two way street which allows businesses to have a conversation with their marketplace.
If you take the example of introducing a new product line ina supermarket where we see small tables promoting the products with taste tests being done, this is all designed to allow the consumer to sample the product before they buy.We now see a similar process taking place in the online world where prospects are encouraged to download whitepapers or attend webinars which are helping the consumer to get to know, like and trust your company.A powerful blog integrated with twitter and LinkedIn is replacing some of the more traditional networking methods of finding clients and moving them from strangers to prospects to advocates.So, it is all about online conversations and the interaction of your prospects with your organization.
The role of the salesperson has changed, and will continue to do so. Previously, the sales process relied on getting to know the prospect in person through networking at various events such as Chambers of Commerce, word of mouth referrals, advertising in Yellow Pages, perhaps wining and dining and golfing with the prospects to get to know them,building trust. Now, the salesperson has more access to systems that have automated the process of selling, such as customer relationship management systems (CRMs) thattrack the sale through the various steps that enable the relationship with the prospect to prosper. And, not long ago, the company website consisted mainly of static product and service information, an “About Us” page and contact form. This is no longer the case. Enter Web 2.0, Linkedin, Twitter, Facebook, YouTube, blogs and interactive websites. First and foremost, your website is your storefront. It’s the first impression that your potential customers get of you and your business. What is it saying to those prospective customers? And whether you are selling to another business (B2B) or to consumers (B2C), your prospects are also checking you out online, either before they contact you or after you have contacted them. What will they find out about you and your company when they Google your name, product or service?
OK…this is the Internet…(Pause)As you can see, it’s not just about search engines and websites any more…it’s about a web presence.
1: (CLICK)It might start with a search for your product or service. Maybe on search engines like Google or Yahoo or Bing. Or maybe on Directories like Google Places or Local.com.2: (CLICK)Next, Consumers learn about your products and services on many more places than just websites. Perhaps on company blogs or personal blogs, or on multimedia sites like YouTube or Flikr or vimeo.3: (CLICK)Then they might check your reputation… essentially a free background check on Google hotpot, or Google Places or Angies list or Yelp.4: (CLICK)After that They might consider personal recommendations from friends on Facebook, or Tumblr, or Twitter.5: (CLICK)Depending on your service or products They might even check for deals on Groupon or Zagat or Yelp.With so many choices, it’s critical to focus on the needs of your specific target audience and use the channels that they are using.So the first thing is to create a plan and identify a strategy that you can follow. One additional thought: The social media networking that matters most is helping people achieve their goals, it is not necessarily about how many followers you have. Raising your profile online is all about making sure that when someone does Google your name, that great things come up.
Step one – Find your target. Where is your audience most active? This will vary depending on your industry and geographic location. Think about the demographic of your target customer. Are they primarily male or female? What’s their average age group? What are some of their interests? Based on your customer demographic, determine where they are likely to converge online to communicate. Define the demographic of your target audience and decide what are the best social technologies to use based on user demographics, for example…LinkedIn is used primarily by business professionals, so if your company is a B2B enterprise, then it would be wise to create a LinkedIn group and participate in relevant discussions. On the other hand, if you operate a B2C business, and your average consumers are teenagers and young adults, you might want to consider other platforms such as Facebook or Twitter. There are some platforms that are appropriate for virtually every industry. For example, Yahoo! Answers is a community-driven website used to ask and answer questions on any topic. It's the current largest knowledge-sharing community on the Internet, which means it would be a good website for your company to monitor and use to answer questions related to your industry. This will help build your online brand credibility. Keep in mind that social technologies that are popular in one region may not have the same level of adoption in another region. Part of the job of your social media researchers is to seek out this information and make appropriate recommendations for your company.
Step two – start a blog. From a professional standpoint, creating a blog for your business will encourage opinions and interactions from your readers and customers. A blog facilitates a type of forum in which you share experiences, expertise, advice or news with your online audience.Ensure you produce content that is compelling, informative and relevant to your audience. Try to think about your blog from the point of view of your target customer and decide if your latest blog article provides any value. If you’re using your blog to find prospective customers, try blogging about industry topics or conduct interviews with industry leaders. Once your readers find your blog, you want them to return so they don’t miss out on your compelling content. One aspect of creating interesting content is incorporating keywords. Writing about topics that are relevant to your customer base will naturally contain keywords, but you should still try to ensure that your titles in particular are keyword rich. This will allow new readers to easily find your blog, thereby improving the search results.Announcing on your other social networks –like Facebook or Twitter –that you have just published a new blog post easily keeps your blog top of mind and can increase your readership.
Step 3 – Creating your various channels
Overview The reception area of your Company Page – the Overview Tab provides a friendly introduction to your brand. When a member visits this tab, they see everyone in their network who works at your company, your company’s blog posts and Twitter feeds.Careers This section provides you with a unique opportunity to interact with millions of passive and active job seekers on LinkedIn. Any job openings you’ve posted on LinkedIn will show up here. Investing in a Silver or Gold Careers Page allows you to feature additional content on your employment brand and your company’s culture, showcase your best employees and tailor your messaging to target audiences.Products & Services Here’s your chance to catch the eye of prospective customers by highlighting products or services that are relevant to your target audience. When a member visits this page, they see how many of their network connections recommend your product as well as their recommendations.Company Description A short overview of the company, which you can edit or update if you are an authorized representative of the companyCustomize the Products & Services Tab to display content personalized to your target audience’s priorities and interests. That way, you aren’t showing the same products to Finance professionals as you are to Pharma industry execs.You can define up to 30 distinct audience segments for different versions of this tab, based on a variety of attributes such as: industry, job function, seniority, geography and company size.Featuring products and servicesHave your most relevant products under the spotlight and tailor your offerings based on audience segments. Select products from your master “directory” list that you believe will resonate the most with a given audience. Since you can define up to 30 audience segments, each segment can have its own set of up to 5 products or services. And for any given audience segment, you can enhance the appeal of your offerings with up to 3 display banners and a custom video.
Participating in the SlideShare community enables you to upload and share your business’ videos and slides. Ultimately, your goal is to attract and illicit some interaction from your target audience. Similar to other social sites, you can use SlideShare to promote your business message. Some ways you can use your business SlideShare account include: Upload your company presentations (PowerPoint, PDF, Keynote, iWork or OpenOffice formats are permitted) to share with new and existing customers.Publish tutorials about your products to enhance your business’ support services.Share slides from business presentations as a means of reference and promotion.Develop conversations with other businesses that relate to your industry.Add insightful comments to enhance other presentations in your particular market.
Ensure You have a Branded YouTube Channel While it sounds like an obvious first step, many businesses get caught up in the task of uploading videos and skip the very important step of setting up their own YouTube channel. Having a dedicated channel gets your business a lot of exposure and provides an innovative medium for you to keep your followers updated on any new videos you upload. YouTube offers a barebones channel so make sure to customize it to reflect your brand and include information about your business to make it more engaging As with other media-based sites (think Flickr, SlideShare), YouTube’s content is organised using a tag-word system that works on the logic of what search terms people will use to look for videos. The great thing about YouTube is that you are able to add as many tags as you want that accurately describe your video and that you think people would search for. It’s definitely worth taking the time to add the correct tags to your videos and a variety at that.YouTube offers analytics data via the “Insight” button on every uploaded video. This free-to-view info should not be overlooked as it can offer you some valuable info on not only views, but demographics, community and the most useful “discovery” data, which provides information on how users came across your video. The information is there, so be sure to use it. You may be surprised to see what it says.
Pages allow you to build a community online you have the ability to customize the experience fans have with your brand through a page. For example, you can add HTML, Flash and applications to your page, allowing you to create a unique, interactive experience for your fans. In addition, a page will get more prominent real estate on your profile page Through Facebook’s powerful advertising platform, businesses can target beyond search terms to a specific demographic and place a small display ad in the right sidebar of Facebook pages and profiles associated with that demographic. There are a number of variables you could target, including geography, age, gender, education, relationship status, workplace, political views and keywordse.g. if you are selling bridal gowns you would want to target engaged femalesIf your company is hosting an event, webinar, product launch, etc., you can easily invite people to your event through Facebook. By creating a Facebook Event, you can send an invitation directly to your fans with a couple of clicks. Once you launch a Facebook event, it will have a fully-featured page of its own with a wall, photos, videos and links. You can also choose to make your event “public” or “private” and select who you want to be able to see your event. Additionally, you can communicate directly with those who have confirmed their attendance, declined or have not yet responded.Facebook Polls are great for companies looking to get a quick answer from their fans. You could run an industry poll to see what industries your fans belong to you; this way you can communicate to their specific vertical. Or you can run a product/service poll to see what your fans have used and what they are looking to use.
Twitter can be a quick and convenient supplement to promote your business’ upcoming events, discounts, contests, a new product launch, grand opening, etc. Responding to tweets about you and your brand also allows you to directly converse with customers while attracting attention to your business.Through Twitter you can share tips or recommendations, share industry news and post original ideas or thoughts on your business and industryCommitting to ongoing communication with your customers through Twitter will help personify your brand. Rather than a just another business, you will establish yourself as a reliable, accessible and helpful source
Define your main PR points. What’s your news? Make sure your announcement is relevant and exciting, something the public would want to read about. Be sure to outline a clear call-to-action for the release and include only important points in the PR.Draft your press release. Since you’re writing a PR for an online audience, keep paragraphs concise and include bullet points. Avoid unnecessary jargon. Keep it simple and web-friendly.Make your PR social. Include links to your company’s social profiles in the boilerplate of the news release, and incorporate other social media components throughout the body of the release, such as videos, podcasts and photos wherever you can (ie: video testimonial rather than a written quote).Post your PR on your website. Once the PR has been approved by all necessary parties, it’s time to publish it. The first place to post your release is your company website. By publishing the PR content on your own site first, you claim ownership of that content.Be regular with releases weekly is great but monthly a must then distribute your press release. Along with submitting it to your local newspaper and magazine, share it with the online community as well.Blog about your news. The next step is to publish a post about your news on your company blog. This doesn’t mean copying the entire PR word-for-word from your site to your blog. Summarize it and write it in the tone and language of your blog. Then link back to the PR on your site.Syndicate the PR on your social profiles after blogging about the news, it’s time to share that information with your online communities. Update your statuses on Facebook, Twitter, LinkedIn, etc. and utilize social bookmarking sites to further syndicate the content.Pass the message on try Pitch Engine which will further syndicate the message, also use the PR distribution sites like PR.Com and 24-7 press release, ClickPress etc. Social media is viral, so encourage your online community (friends, followers, subscribers, etc.) to share your PR with their networks. It also doesn’t hurt to have your staff, suppliers and partners share the news with their online community as well.
+1 is Google’s version of the like buttonAlso use Add this button
+1 is Google’s version of the like buttonAlso use Add this button
Before you start measuring your social activities, it is recommended that you take a benchmark of where you are starting from. Here is a quick list to follow. Make a record of your existing website analytics (visitors, referral links, SEO rankings, etc.)Record any current customer satisfaction scores you are tracking as well as customer ratings on external directories (ie: Yelp, Google Places)Make a note of any KPIs you currently track (cost of customer acquisition, advertising budget and allocation, average sale, average sales per month, etc.) to see how these change over time if you have already set up some social profiles and have people following you then make note of the attention numbers you already have (number of connections on LinkedIn, Facebook fans, blog subscribers and Twitter followers).Sentiment rating -This is a measurement of your brand mentions online broken down by favourability (which ones are positive, neutral and negative). This will give you a good indication of any increase in positive brand associations as well as raise any red flags that you need to crisis manage.Customer engagement -It’s great to have customers following you on Twitter and Facebook, but are they actively engaged in what you are saying? Each month track your engagement levels by monitoring your retweet, share and repost numbersUnless you want to crunch your KPIs manually (sentiment rating is especially hard to do), it is recommended that you invest in a social media measurement tool that will do the work for you.
1. What are you doing to attract new customers? And are you able to track those activities? (Click) These are some measurable digital marketing strategies that we use with our clients regarding lead generation.2. Is your website outdated, and in need of a fresh look? What is the goal of your website? What are you currently doing to establish brand credibility online? How is that working for you? (Click) And are you able to track your online reputation?3. How are you communicating with your current customers? Are you measuring the impact of those communication strategies? (Click) And is Social Media a viable part of your marketing strategy?These are just some of the services that we offer. I haven’t even touched on video or mobile websites – that’s a seminar in itself.
Apparemment, vous utilisez un bloqueur de publicités qui est en cours d'exécution. En ajoutant SlideShare à la liste blanche de votre bloqueur de publicités, vous soutenez notre communauté de créateurs de contenu.
Vous détestez les publicités?
Nous avons mis à jour notre politique de confidentialité.
Nous avons mis à jour notre politique de confidentialité pour nous conformer à l'évolution des réglementations mondiales en matière de confidentialité et pour vous informer de la manière dont nous utilisons vos données de façon limitée.
Vous pouvez consulter les détails ci-dessous. En cliquant sur Accepter, vous acceptez la politique de confidentialité mise à jour.