How can you grow leads and have a real ROI with Social Media? You need to see social as part of a larger digital marketing strategy. Slides from a Keynote Presentation at Social Media Lima 2014.

1. Growing LEADS
and SALES
with SOCIAL MEDIA
@Mike_Gingerich
www.TabSite.com
www.DigitalHill.com
www.MikeGingerich.com

2. Power Up!
• Where to Engage
• How to Engage
• Sales Funnel Strategy
• Specific Tips

3. When we’re done:
• A Plan to Evaluate Social Networks
• Concept of the 3 Parts of the Funnel
• Strategy for Social Engagement
• Tips on Measuring & Posting
• Clarity on next steps to LIGHT IT UP

4. Housekeeping
• Slides  Yes.
• PDF Download, and more!
• Q & A
• www.digitalhill.com/blog/leads-sales-resources/

5. Setting Expectations
• More “slow bake” than microwave

6. Ready?
Due to time, we are not
covering any one tool totally
in depth.
This is strategy overview!

7. Foundation #1
Social = 2Way Street
• Automation, yes, there are efficiencies
• But there is ongoing regular work with
social media.

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

9. Foundation
#3:
Social is a
lot like…

10. Foundation #4:
People use the Internet
for 2 reasons…

11. •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 jeffbullas.com
2013 Social Proof:

12. Facebook YouTube
Twitter LinkedIn
Google+ Vine
Pinterest Instagram
Where to Engage?
WHERE should your business focus?

13. Who is your Target(s)?
Where do they spend time online?
What appeals to them?
Worksheet here >>
Answer these:

14. Women account for __% of all
consumer purchases.
55% 65% 72% 85%
Women are the majority influencer in
major purchases like homes __%
58% 65% 88% 91%
B2C Target:

15. YouTube - 2nd most used search engine
Vine – Twitter’s 6 second video tool
Instagram – Growing by leaps. Photos
and video. Huge with 13-29 yr old
Other: Slideshare, Stumbleupon, Tumblr, SnapChat, Reddit
The Quick:

16. Every demographic!
23% Login 5x per day
1M websites use “Sign in
w/ Facebook”
Facebook:

17. • Fastest growth is 55-64
• Twitter Engagement up 17% on
weekends
• Tweets: Hashtags & Images Matter
Twitter:

18. • By Google. For Google.
• SEO
• Hangouts on Air – free webinar tool
•One to watch. Less noise.
• 45-56 year old is top growth
G+:

19. Traffic - #___ Source of Social Traffic
Rich Pins – Product, Place, Article,
Recipe and Movie types.
Product Pins -Real time pricing, availability, and
where to buy.
Videos and Slides
Pinterest:

20. Pinterest:

21. LinkedIn:
• 172k new / day
• Profile is key
• Company Pages
• Groups
• Connect / Research
• For B2B it’s…

22. • Leads are the life blood of business!
Social as Touch Point
Can take 7 touches on average before a sale!

23. Social for Upsell
One time Touch Sale
Follow-up Sales via
ongoing touches

24. CustomerValue
• 6-7x more expensive to gain new
versus retain existing customers Flowtown, 2010
• Repeat customers spend 67% more
• Repeat customers refer others Bain & Company

25. Part deux:
How to Engage?

26. How to Engage?
In Social,
competition is
DIFFERENT

27. The
Digital
Marketing
Funnel

28. The Funnel:
1.Top of Funnel Content
– Attracting & Engaging
50%
3 Main Parts

29. Top:
Where: Website, blog, in social media, & email.
Types: How to, Product info., Stories, Fun.
Entertain. Educate. Experience
Goal: Expand your Audience
Digital Hill Multimedia
574-537-0703
www.DigitalHill.com

30. Attract & Engage: 50%

31. Top of Funnel Tip:
Create + Curate
to Develop Attraction Content
Goal: Expand your Audience
Digital Hill Multimedia
574-537-0703
www.DigitalHill.com

32. Get this!
Driving Traffic via
Social
is a form of Lead Gen
Goal: Expand your Audience
Digital Hill Multimedia
574-537-0703
www.DigitalHill.com

33. Attraction
is NOT:

34. Attract
B2B

35. Tip:IMAGES get the most engagement
• Style is social
• Uses an Image
• Images are fun
• Not over-the-top selling
• Tells a story
• Entices interaction

36. Mid-Funnel:
Content that offers resources
with intent to gain
LEAD CAPTURE.
30%

37. Mid-Funnel is:
Focus: Fan to Lead, Unknown to on Email List

38. Mid:
Offer Clear incentive to sign-up email.
Focus: Fan to Lead, Unknown to on Email List
Goal:
Unknown to known
[Name & email]

40. Capture: Good start, but….

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

42. Mid:
Incentivize
the Email
Sign-up!
-A Report
Offers Help
Not a Pitch

43. Mid:
B2C:
• Coupon Code
• Printable Deal
• Contests
PROMOTION IDEAS:
B2B:
• eBook
• Webinar
• Video

44. Mid Funnel Nurture:
Nurture Email Series Example:
• Use Auto-responder service
• Setup once, then drip over 7-10 days or more.

45. Mid:
Nurture Email Series Example:
- Drip series should be tied to the sign-up.
(Meaning the content is connected.)
- Offer value, education, help, information
- Share stories of ROI, Transformation
- Intent is to build loyalty, confidence

46. Mid:
Nurture Email Series Example:
• In a 7-10 day time period you could do 1 at
sign-up, a day later, then 3, 5, 7, & 10 days.
• Make a specific incentive offer on day 10,
• Or a next step deeper in the relationship

47. Bottom
Funnel:
– Specific offers and
Sales opportunities
– Demonstrate ROI, remove
Final barriers & questions
20%

48. Bottom
Funnel: – Self-use ROI calculator

49. Bottom:
Intent: Offer a time
specific offer to a
specific niche!
Campaign offer works
best if targeted for a
specific audience.

50. Bottom:
Track ROI by Measuring:
Key Performance Indicators

51. Bottom:
Measure: Google Analytics Social Rpt
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Visits by Social Channel
Facebook Twitter LinkedIn Pinterest YouTube Google+

52. Bottom:
Measure: Sign-ups

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

55. Leverage… what you got!
One Image on Blog that is 600 x 600:
-Share to Facebook
-To Twitter, Pinterest, Google +, & LinkedIn
-Take a pic and add to Instagram
-Explain it in a short Video (YouTube/Instagram)
- Highlight it in a email campaign

56. Find Best Times to Post Per SNTip:

57. Attraction Tip:
Create once, use multiple places
Blog post – 1. share on social, 2. share again
with different quotes. 3. Share pics from post.
Video – Create on Instagram, Load to
YouTube, Facebook and embed on site
Photos – Post to: Facebook, Pinterest,
Instagram, Google+, LinkedIn, and Twitter

58. Your Mix:
Attract & Engage 50%
Capture Leads 30%
Offers 20%

59. Test. Review. Modify.

60. Resources:
Go to this web page:
digitalhill.com/blog/leads-sales-resources/
One person will win a free Pass to my
September Online Event!
THANK YOU!
www.TabSite.com
www.DigitalHill.com
www.MikeGingerich.com

61. What’s your Key “To Do’s”?
1.
2.
3.
digitalhill.com/blog/leads-sales-resources/
THANK YOU!
www.TabSite.com
www.DigitalHill.com
www.MikeGingerich.com