How To Architect a B2B Social Plan That Gets More Leads and Sales

1. HOW TO ARCHITECT A B2B
SOCIAL PLAN THAT GETS
MORE LEADS AND SALES
Ryan Deiss - CEO, DigitalMarketer.com

2. #tcs2017 | @ryandeiss

3. THE HARSH REALITY…
Organic reach isn’t ______, but it is on
_______________?
DEAD
LIFE SUPPORT

4. https://www.businessesgrow.com/2018/01/12/facebook-announcement/

5. In other words…

6. POSTING AND PRAYING
DOESN’T WORK…
=

7. If you’re going to WIN at social,
you need to be willing to ____.PAY

8. WHY PEOPLE SAY
THEY USE SOCIAL
MEDIA
1. Stay in touch with friends - 42%
2. Stay up to date with current events - 41%
3. Fill up spare time - 39%
4. To find funny or entertaining content - 37%
5. General networking with people - 34%
6. Because my friends are there - 33%
7. To share photos and videos - 32%
8. To share my opinion - 30%
9. To research/find products to buy - 29%
10. To meet new people - 27%

9. FACE THE FACTS…
The real goal of social media is to
________ _____. :)WASTE TIME

10. WHICH MEANS…
Social media is __________________.ENTERTAINMENT

11. WHICH MEANS…
Anything ______________ is an
________________.
COMMERCIAL
INTERRUPTION
GET OVER IT!

12. THE KEY IS BALANCE…
Pure ______________ is ignored.
Pure __________ is never seen.
And that’s why YOU must do ______.
ADVERTISING
CONTENT
BOTH

13. THE 5-STEP
SOCIAL PLAN

14. STEP 1:
Choose Your ___________CHANNELS

15. STEP 2:
Develop Your __________CONTENT

16. STEP 3:
Engage With Your ___________AUDIENCE

17. STEP 4:
Measure Your __________RESULTS

18. STEP 5:
Amplify Through ______________ADVERTISING

19. STEP 1:
CHOOSE YOUR
CHANNELS

20. THE BIG SEVEN

21. • 2 BILLION users (and counting)
• Everyone and their mom…and
their’s mom’s mom
• Best for reaching millennials and
Get X’ers
(Gen X spends nearly 7 hours per
week on social)
THE 800-POUND
GORILLA
SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic

22. THE CONTENDER • Young professionals
(90% of users are under 35)
• Fastest growing social platform
• Owned by Facebook so ads are
easy
• Brand-friendly
(53% of users follow brands)
SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic

23. THE B2B GIANT • Ideal for targeting professionals
• Generally higher income
(45% of users earn $75k or more)
• Best for reaching millennials and
Get X’ers
(Gen X spends nearly 7 hours per
week on social)
SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic

24. THE FRIEND OF
COMMERCE
SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
• Skews 30-something and female
• Highest half-life for posts of any
social platform
• Great for commerce (lots of
consumer intent)

25. • Second largest search engine
(next to Google)
• Great for “how to” and
entertainment content
• Audience is pretty much
everyone (the new TV)
• Comments drive interactions…
still more of a distribution than a
“social” play
THE CUTTER OF
CHORDS
SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic

26. • Organic reach is non-existent
unless you’re a big brand
• 53% of users NEVER post
• Users spend less than 3 minutes
a day on the app
• Best for social listening and
customer care
THE BRAND
SOCIAL LISTENER
SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic

27. • Skews very young
• Worth getting in early if you have
the resources
• Jury is still out for B2B
THE NEW KID
SOURCE: https://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic

28. STEP 2:
DEVELOP YOUR
CONTENT

29. SOCIAL CONTENT
TYPES
1. Repurpose the Proven
(recreate to fit the channel)
2. Answer their questions
3. In Case You Missed It
Content (re-share high-
performing content…yours
or a related brand’s content)

30. CONTENT TYPE #1
Repurpose the Proven

31. CASE STUDY:
REPURPOSE
THE PROVEN

32. CASE STUDY:
REPURPOSE
THE PROVEN
7 months later…
…solid organic
reach!

33. CASE STUDY:
REPURPOSE
THE PROVEN
Interesting
quotes from
the blog…

34. CASE STUDY:
REPURPOSE
THE PROVEN
…become an
Instagram post.

35. CONTENT TYPE #2
Answer Their Questions

36. SOURCE: http://nytimes.com/2013/02/28/business/smallbusiness/increasing-sales-by-answering-customers-questions.html

37. Blog
Podcast
Paid Membership
Events
VC Fund
Co-Working Space

38. quora.com

39. Need more ideas?

40. answerthepublic.com

42. CONTENT TYPE #3
In Case You Missed It

43. BuzzSumo.com

44. CONTENT
BEST PRACTICES
DO repurpose across channels
DO answer questions
DO repost great content
(even if it isn’t “yours”)
DO maintain a healthy content “mix”
(Social loves diversity: video, long-form, short
posts, images, polls, stories, etc.)
DO use native tools
(ex. Instagram Stories, FB Live, LinkedIn native
video, etc.)

45. STEP 3:
ENGAGE WITH YOUR
AUDIENCE

46. DETERMINING YOUR “PRIME TIME”
(HINT: Use FB and Instagram Insights)

47. MATCH YOUR POST TO THE CHANNEL
This blog
post…

48. …became these social posts.

49. ENGAGEMENT
BEST PRACTICES
DON’T beg for likes and shares
DON’T optimize for clicks, alone
DO optimize for conversations
(i.e. comments)
DO customize your content
(every platform is different)
DO monitor post times
(FB Insights tell you high-engagement times)
DO feed the beast!
(Frequency matters!)

50. STEP 4:
MEASURE YOUR
RESULTS

51. SOCIAL METRICS
THAT MATTER
• Post Engagement
(Comments are MUCH bigger than likes and shares.)
• Average Reach Per Post
(If average is in decline, post less and focus on quality.)
• Profile Page Views
(Shows people are directly seeking your brand and your
content…social channels like to see people looking for
your brand.)
• Subscriber/Follower Count
(Should be growing, but focus on engaging who you
have. Organic growth is difficult….hence the need for
step 5.)

52. STEP 5:
AMPLIFY THROUGH
ADVERTISING

53. REMEMBER:
POSTING AND PRAYING DOESN’T WORK…
=

54. Once you have a winning post,
____ expand your reach.PAY
IN OTHER WORDS…

55. CONTENT AMPLIFICATION

56. How Content Amplification Works…
AWARE
ENGAGE
CONVERT

57. But what about the people who
don’t convert right away?
RETARGETING

58. How Retargeting Works…

59. How Content Amplification Works…

60. Goal #1 is to build a _________ audience.PIXELED

61. But how do you do it?

62. ANSWER: FACEBOOK
CUSTOM AUDIENCES

63. AND IT’S NOT JUST FACEBOOK…

64. RETARGETING
LINKS AND
RESOURCES
https://www.facebook.com/business/learn/
facebook-ads-website-custom-audiences
https://www.facebook.com/business/a/
online-sales/custom-audiences-website
http://www.digitalmarketer.com/facebook-
new-pixel/
http://www.digitalmarketer.com/facebook-
advertising-targeting-options-social/

65. WAIT!What should my ad say?

66. How Content Amplification Works…

67. THE AD GRID
SOURCE: https://www.digitalmarketer.com/blog/build-traffic-campaigns/

68. How Content Amplification Works…

69. FINAL THOUGHT…
Pure ______________ is ignored.
Pure __________ is never seen.
And that’s why YOU must do ______.
ADVERTISING
CONTENT
BOTH

70. linkedin.com/in/ryandeiss/ @ryandeiss
THANK YOU! :)
@ryandeiss