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LinkedIn and Social Media for B2B - Why now is the time.
- 1. LinkedIn and Social Now Is The Time 2018
- 3. ABOUT SKALED Skaled is a leading B2B sales consultancy based in Austin, Texas and New York City. Our mission is to help companies generate measurable and sustainable growth while creating a healthier and more profitable sales and marketing organization by combining modern sales process best practices with cutting edge technology.
- 4. ● Part One: Email Marketing is on the Edge of Extinction ● Part Two: How to use LinkedIn ● Part Three: How to use other channels Agenda
- 5. How are you using social channels in your sales process today?
- 6. What’s working??? Is it really working??
- 7. • When your target audience isn’t on it • When social profiles suck and you don’t want to do anything about it – which is lazy When not to use social?
- 8. • 63% of consumers who search businesses online are more likely to go with the organization who is active on social media (LinkedIn) • 33% of consumers have identified social media as how they identify new brands, services, and products (LinkedIn) • Only 20% of businesses are using social media as a messaging platform (LinkedIn) 2018 statistics to note:
- 9. Part One: Email Marketing is Less Effective. Period.
- 10. ● In 2018, 269 billion emails were sent between businesses and consumers ● That number is growing by 4.4 % year- over-year (4.4% of 269B = +280B) ● THE CHANNEL IS SATURATED Email saturation and why new channels matter
- 11. ● Most marketing automation software consider an email “read” when a consumer has it open for 10 seconds or more ● Touch screen devices are severely skewing KPIs such as open and click-through rates ● CASTLE/GDPR are the first of many strict marketing regulations affecting email Email saturation and why new channels matter
- 12. Part Two: LinkedIn is Changing the Game
- 13. LinkedIn is Opening Doors for B2B Players • LinkedIn is the platform where most Fortune 500 decision- makers and executives like to spend their spare time • Over 100M LinkedIn users are Senior Level Influencers or Decision Makers • Around 40% of users are accessing the platform daily
- 14. LinkedIn is Opening Doors for B2B Players • LinkedIn users use the platform to find relevant content which indicates a hungry audience for your content • On average, 80% of B2B leads come from LinkedIn • 92% of B2B buyers will engage with sellers who are known industry thought-leaders
- 15. How to Get Started Make sure your profile represents your standing in the industry – not a resume Highlight yourself as thought- leader with posts for a few weeks – nothing about your product Make sure your sales team represents this as well
- 16. Which do you want to buy from?
- 17. How to think about LinkedIn Think of your outbound activities like a recruiter Nurture and give value before any ask Build social proof Time your call to action around a specific trigger event
- 18. Highlight your expertise No one cares about your sales accomplishments LinkedIn is not just your resume…actually it shouldn’t be
- 19. Each salesperson and leader, including yourself should be building a network Email is saturated and we are moving back to the “rolodex” mindset People buy from people - You need to build relationships Treating Outbound like a recruiter
- 20. Try to interact with people that are active Comment on posts Stop re-sharing articles - Share your own thoughts and use comments & likes to gain exposure Nurture and give value - stop asking too quickly
- 21. Likes and comments gain exposure
- 22. Small insights & tagging other people works - but don’t over use it Ask your consumers to share and repurpose content - there’s no shame in asking for exposure Build Social Proof
- 23. Part Three: Other Channels Still Matter.
- 25. ● There are more than 300MM active users on Twitter ● 74% of those users turn to Twitter for news related content and controversial topics of discussion ● Your audience on Twitter cares about your opinion, but remember, Wendy’s is not B2B Twitter users are active, abundant, and aggressive
- 26. Your consumers are here • No matter the industry, decision- makers are on Twitter and using it frequently • Twitter is a great space to have leader-to-leader conversations on industry related news • Engagement is key - don’t just self promote - discuss change you’d like to see!
- 27. Two ways to use Twitter 2 1Research Active and Timely Engagement Understand what they care about and reference Interact on relevant trends/news or start your own. Speak out & be smart
- 28. Twitter Examples: You sell into oil and gas Comment when gas and oil prices are in the news Workplace scandals What to avoid: Pitching your product You sell into HR and have insight into the issues – no product mentions Don’t jump on a hashtag and say “we do that” be smarter and add value
- 29. For Facebook & Instagram - Ads are where it’s at.
- 30. ● Your brand instantly becomes more personal - remember, people buy from people ● Your buyers are ALL here - daily, if not hourly ● The ads are the most affordable & targeted option on the market Why B2B should care about FB & IG
- 31. Facebook no longer supports organic growth or promotion of Facebook “business pages” This means only sponsored posts will reach your audience, even those who like & follow The CPC remains low enough on FB to justify the expense for more frequent ads and sponsored posts Facebook Ads - When and Why?
- 32. Forget leads for 30 seconds - when your content has enough quality to generate buzz, promote it Facebook’s ad targeting is more efficient than Google or any other existing platform - meaning you are more likely to reach qualified viewers more frequently A $20 boost of a post could result in hundreds of thousands of impressions, including the chance of a viral phenomenon Facebook Ads - When and Why?
- 33. Your business should be on Instagram • Instagram wins mobile every time - even compared to Twitter • Visual content is a viral opportunity • Photos have no language barriers and speak 1000 words • Instantly humanize your brand
- 34. A Few Hacks...
- 35. Socedo for Twitter LinkedIn Helper Hootsuite Tools that can help
- 36. ● Up your LinkedIn game today ● Don’t miss out on the opportunity that exists in other channels ● Measure your success and iterate your strategy as you move forward How do we feel about the impact of social?