How can retailers grow leads and sales with Social Media? The key is understanding where you should be present, how you should communicate, and having a strategy for marketing campaigns that flow with the digital funnel process. Learn about the Digital Marketing Funnel and more from Mike Gingerich. Covering Social Media with specific ideas for Facebook, Pinterest, Google+, YouTube, and more.

1. Growing LEADS
and SALES
with SOCIAL MEDIA
Mike Gingerich
@Mike_Gingerich
www.MikeGingerich.com

2. Where we’re going:
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Where to Engage
How to Engage
Sales Funnel Strategy
Specific Tips
Next Doable Steps

3. When we’re done:
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A Plan to Evaluate Social Networks
Concept of the 3 Parts of the Funnel
Strategy for a Sales Funnel
Tips on Measuring & Posting
Takeaways and Next Doable Step

4. Foundation #1:
People buy
from people.

5. People buy
from people.

6. Foundation #2:
Content is fire
Social Media is Gasoline.
- Jay Baer, Youtility

7. Foundation #3:
People use the Internet
for 2 reasons… To find a
solution to a problem…
or to be entertained.
- Jay Baer, Youtility

8. 2013 Social Proof:
•72% of all internet users are active on SM
•18-29 year olds have an 89% usage
•The 30-49 bracket sits at 72%
•60 % of 50 - 60 year olds are active
View more at at jeffbullas.com

9. The Funnel:

10. The Funnel:
3 Main Parts
1. Top of Funnel Content – Attracting &
Engaging
50%
2. Mid-Funnel Content – Content that
offers resources for Lead Capture
30%
3. Closure Content – Specific offers and
Sales opportunities
20%

11. Top:
Attracting & Engaging:
Engaging content on site, blog, in social media,
and email. How to, Product info.
Go beyond. Life, People, Story, Community.
Entertain. Educate. Experience
Goal: Expand your Audience

12. Attract & Engage: 50%

13. Attraction is NOT:
Remember, it needs to:
Entertain.
Educate.
Or provide an
Experience

14. Mid:
Goal: Turn visitor
into known person.
[Name & email]
Then build rapport
over time with email.
Court. Share Social.
Tips, info, help.
Nurture is NOT sell.
Offer Clear incentive
to sign-up email.
Focus: Fan to Lead, Unknown to on Email List

15. Mid:
Good start.
Nearly there!

16. Mid:
Incentivize
the Email
List Sign-up!
-A Coupon
-A How To

17. Mid:
Nurture Email Series Example:
• Called Auto-responder series by many
• Setup once, then drip over 7-10 days or more.
• Drip series should be tied to the sign-up.
• In a 7-10 day time period you could do 1 at signup, a day later, then 3, 5, 7, and 10 days.
• Make a specific incentive offer on day 10.

18. Bottom:
Intent: Offer a time
specific offer to a
specific target!
Campaign offer works
best if targeted for a Key Performance Indicators
specific audience.
Measure KPI’s
Traffic increase? FB Insights.
Email Sign-up Growth?
Offers acted upon?

19. The Niche:
“Bombarding shoppers with irrelevant,
one-size-fits-all messaging and offers
will be the death of retailers this
Valentine’s Day. ” Daniel Toubian, principal
consultant for U.S. retail and consumer brands at
Maxymiser.
Read more: http://mikeg.biz/targetniche

20. The Networks:
Facebook
Twitter
Google+
Pinterest
YouTube
LinkedIn
Vine
Instagram

21. The Questions:
WHAT SOCIAL NETWORK SHOULD WE
FOCUS ON FOR OUR BUSINESS?
Who is your Target(s)?
Where do they spend time online?
What appeals to them?
Worksheet here >>

22. The Networks:
Facebook – largest, most used, contests
Twitter – does your target tweet?
Google+ - Important for SEO! Share!
Pinterest – Great source of Traffic

23. The Networks:
YouTube - short videos in-store?
LinkedIn – key staff have professional
Vine – Twitter’s 6 second video tool
Instagram – Growing by leaps. Photos
and video

24. Attract & Engage Tip:
VIDEOS are GREAT.
Use on: Facebook
YouTube, & Pinterest!

25. Pinterest Works!
Pins from Site…Share on Facebook, G+

26. Tip:
Find Pinners
Socialize
Use this to find pins
From your site on
Pinterest
http://pinterest.com/source/yourdomain.com/

27. Tip: Google+ helps
Share New Web Updates on G+
- Get’s Index immediately
- Get ranked higher
- Continues to grow in use and power
- Share web, pin links, video links, even
Facebook post links
The reason Google+ is an SEO goldmine is that the first link added to a
Google+ page post is a DoFollow link, which means it passes link equity,
or link juice, on to the website you share. If you’re sharing your website,
you’re getting the link juice. DoFollow links are a core building block of
SEO. They work in conjunction with PageRank, TrustRank and link context
to determine how you rank for specific keywords.
Read post: socialmediaexaminer.com/use-google-increase-search-rankings/

28. Tip:
• You’re Website / Blog must be
socially friendly for visitors

29. Tip:
Smart Phone is your Friend
Apps: FB Page Manager, Hootsuite, Buffer, Instagram Pinterest
Take pics and videos as you
walk through the store
Use Aviary App to add text to
your photos to add value
Use Buffer to schedule to multiple social
Media networks efficiently

30. Attract & Engage:
TIP:
Create once, use multiple places
Blog post – share on social, share again
with different quotes. Share pics.
Video – Create on Instagram, Load to
YouTube, Facebook and embed on site
Photos – Facebook, Pinterest, Instagram,
Google+

31. Resources:
Facebook Page Review of Furniture Store:
mikeg.biz/FBfurniture
Social Media Optimization:
razorsocial.com/social-media-optimization/
Niche Target: mikeg.biz/targetniche
Key Questions: Worksheet here
Private Group Wait List: mikeg.biz/DigitalAllStars

32. Growing LEADS
and SALES
with SOCIAL MEDIA
THANK YOU
Mike Gingerich
@Mike_Gingerich
www.MikeGingerich.com

33. Growing LEADS
and SALES
with SOCIAL MEDIA
Questions?
Mike Gingerich
@Mike_Gingerich
www.MikeGingerich.com

34. Facebook
• Facebook is still the biggest kid on the block, but there are some pundits
predicting that by 2016 Google+ will surpass Facebook on “social sharing”.
• There are now over 1.15 billion Facebook users
• One million web pages are accessed using the “Login with Facebook” feature
• 23 percent of Facebook users login at least 5 times per day
• 47% of Americans say Facebook is their #1 influencer of purchases
• 70% of marketers used Facebook to gain new customers
Google+
• Prying the numbers out of Google for Google+ has always been a challenge. A
bit like getting a date with the prettiest girl in the class.
• There are now over 1 billion with Google+ enabled accounts
• It has reached 359 million monthly active users, growing at 33% per annum.
• The 45 to 54 year old bracket increased its usage on Google+ by 56% since
2012
Twitter
• Twitter has to be taken seriously. Last year it took off its short pants and
become a public company. So what is happening in the Twittersphere?

35. www.MikeGingerich.com
THANK YOU
Mike Gingerich
@Mike_Gingerich
www.MikeGingerich.com