data.com connect presents: jasmine sandler - best practices for b2b social selling

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Best Practices for B2B Social Selling

Jasmine Sandler B2B Corporate Digital Marketing Strategist | Social Sales Trainer | Social Branding Instructor | SEO Trainer www.jasminesandler.com @Jasmine_Sandler

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ABOUT JASMINE SANDLER ü  CEO: Agent-cy Online Marketing :

ü  SEO & B2B Social Media Consultancy

ü  Industry Awards:ü  Top 40 Global Digital Marketing Strategists (OMI)ü  Top 100 SEO Influencers (Ragan PR)ü  Top 17 Content Marketers (NewsCred)

ü  Published Author : ü  Branding & Sales: The LinkedIn Wayü  How to Brand Yourself Online Like A CEOü  Guidebook for Writing for the Web

ü  ClickZ, Fast Company, Business2Community in Social Media

ü  Global Lead B2B Social Instructor

ü  Vistage CEO International Speaker

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WHAT IS SOCIAL SELLING?

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Social (Media) Marketing is using social networks to drive targeted community or

audience awareness around a corporate brand.

When we view SMM in this way, we can look at it as a

way to influence community to drive viral purchasing behavior.

SOCIAL (MEDIA) MARKETING: DEFINED

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THINK RELATIONSHIPS NOT DIRECT SELLING

This is how you need to think about “Social Selling”

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THE W.O.M STAGE OF THE BUYERS IN SOCIAL

Develop Brand Trust

•  Trust others +1’s, Likes

•  Trust Comments

•  Trust others Shares

•  Trust Discussion Boards

•  Trust Real Blog Content

•  Trust Product and Service Reviews

Use Social to Gain Buyers’ Confidence

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HOW B2B SOCIAL SELLING WORKS

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EFFECTIVE B2B SALES PROCESS

•  Marketing to Sales Lead Hand Off•  Qualify the Lead•  Identify the Decision Tree

•  Understand buying process•  Develop the Relationship

•  Provide Education•  Determine Priorities and Scope•  Manage the Lead

•  Nurture the Lead•  Provide the Right Solution

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SOCIAL | SALES INTEGRATION

•  Identification

•  Qualification

•  Lead Generation

•  Lead Nurturing

•  Relationship Development

•  Decision-tree development

•  Education

•  Promotion

•  Outreach and Close


YOUR SOCIAL ECOSYSTEM: SELLING WITHIN

YOUR ONLINE BRAND

•  Build relationships •  Host Events •  Deliver Industry News

•  Summarize Topical Issues •  Promote issues that matter

to the community

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HOW CONTENT MARKETING WORKS

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SELLERS ROLE IS TO EDUCATE NOT SELL

Education by Quality Content

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CONTENT PLANNING SUPPORTS SOCIAL SALES

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HOW BUYERS DIGEST CONTENT

•  Videos

•  Podcasts

•  Graphics

•  Downloadable PDF’s

•  Blog Posts

•  Articles

•  E-Mail Newsletters

•  Webinars

Engaging Content Critical to Social Selling Success

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CONTENT DISTRIBUTION SUPPORTS BRANDING

Content Distribution Types Social Media OptimizationTagging and linking Blog contentMaking your site content share able.

Social Bookmarking Storing and sharing links of interest

Press Release Distribution Creating and Sharing News-Worthy Company Information

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LinkedIn – Sharing Referrals, Education

Facebook- Personal Sharing

Pinterest – Image Sharing

Twitter – News Sharing

Tumblr – Blog Sharing

YouTube – Video Sharing

Social Media Optimization-Tagging and linking Blog content

Social Bookmarking – Storing and sharing links of interest

CONTENT SHARING & ENGAGEMENT FEEDS SALES

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CONTENT MARKETING: SALES MEASUREMENT

Quality Content Benefits•  Thought-leadership crucial for Social-Sales success•  Supports Visibility in Organic Search (SEO) & in Target Ecosystem

•  Enables shares to drive new business•  Conversion from engagement

•  Lead Generation

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SOCIAL BRANDING FOR SOCIAL SELLING

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YOUR OWN SOCIAL BRAND IS KEY TO SOCIAL SELLING

The #1 reason people do Business with each other

ONLINE is their likability and trust of the other person and

the value of their content.

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SUCCESSFUL ONLINE PERSONAL BRANDING

Social Brands that Drive Influence

•  Create & Deliver Thought-Leadership•  Remain Authentic•  Deliver Education and Value

•  Support their Social Networks •  Align with Target Communities•  Remain Consistent•  Nurture and Manage their Ecosystem

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HOW YOU CAN DEFINE YOUR ONLINE PERSONAL BRAND

•  Define your Top (3) Strengths as a Leader

•  Assess you who will be in your ecosystem

•  Determine your Unique Selling Points – How are YOU better & different?

•  Commit to a Personal Brand Position•  Assess your competition•  Have a Plan for How, Where and to

Whom You Will Deliver Your Brand

DAILY PERSONAL BRANDING PLAN: WWW.JASMINESANDLER.COM/SHOP

What’s Your USP?

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HOW YOU CAN CREATE YOUR ONLINE BRAND STYLE

•  Determine Your True Voice •  Commit to a Style & Frequency of authentic

communication –  Editorial –  Factual/Data-driven –  Verbal/Story-Telling

•  Trial your communications for engagement –  Podcast –  Blog post –  Article –  You Tube video

PERSONAL BRANDING BOOK: WWW.JASMINESANDLER.COM/SHOP

What’s Your Style?

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DELIVERING YOUR BRAND – BLOGGING

BLOGGING GUIDELINES AVAILABLE : WWW.JASMINESANDLER.COM/BLOG

•  Blogging consistently (min. 1*week) on a branded theme/subject can develop a community

•  Blogging on the LinkedIn Writing Platform can help drive influence in the Ecosystem

•  Blogging helps to build thought-leadership and online visibility

•  Blogging ongoing creates and delivers an authentic voice

What’s Your Topic of Expertise?

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LINKEDIN TIPS FOR SOCIAL SELLING •  Invest in a Personal Brand

•  Design around a strong position•  Create unique and compelling content

for LinkedIn•  Lead by education and support

•  Build & Nurture your 1st network of referrals

•  Use the advanced sales targeting capabilities & Sales Navigator

•  Participate in targeted Groups

•  Commit to weekly long posts and daily short posts of value

•  Consider LinkedIn Advertising

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TWITTER TIPS FOR SOCIAL SELLING

•  Follow Targeted Influencers•  Support, Listen and engage

•  Consider Twitter Web Card Advertising

•  Find Opportunities using #Hashtags

•  Understand your Buyers Behaviors and Interests by personal conversations

•  Build Relationships Daily•  Engage in the conversations•  Support Followers’ networks•  Participate in Targeted Tweet Chats•  Join in offline event Twitter

conversations

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YOUTUBE TIPS FOR SOCIAL SELLING

Have a Video Plan•  Audience Interests in Mind•  Supports Your PB USP•  Ongoing, Supporting Playlists

Optimize Video Content for Visibility

Subscribe & Engage with Peer Channels

Engage with your Subscribers, Elicit Feedback

EXAMPLE Q&A & BEST PRACTICES ONLINE BRANDING YOUTUBE

CHANNEL

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HOW TO SELL UNDER A PERSONAL BRAND •  Personal Brand Plan and Strategy•  Personally Branded Content Planning &

Delivery•  Brand Execution & Management:

Ø  BloggingØ  Social Media ManagementØ  Speaking, Interviewing & Media TrainingØ  Online PR & EventsØ  Promotions

•  Channel Design & ManagementØ  WebsiteØ  Social Channels

PERSONAL BRANDING PROGRAMS: WWW.JASMINESANDLER.COM

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ONLINE PERSONAL BRANDING BOOK: GIVEAWAY

ü  How to Identify Your Own Personal Brand

ü  How to Position Your Personal Brand

ü  How to Determine Your Brand Messaging

ü  How to Commit to Your Personal Brand Content

ü  How to Get Into the CEO Role

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SOCIAL TEAM REQUIRED: SOCIAL SALES SUCCESS

OPTIMAL B2B SOCIAL SALES TEAM:

ü  SOCIAL MEDIA COORDINATOR – COORDINATES ALL EFFORTS

ü GRAPHIC DESIGNER – INFO GRAPHICS, CUSTOM ILLUSTRATION, PRINT DESIGN

ü CONTENT WRITING TEAM – INTERNAL AND EXTERNAL

ü  SEO STRATEGIST – SUPPORTING SOCIAL ACTIVITIES

ü  SOCIAL MEDIA MANAGER - OVERSEES ENTIRE TEAM EFFORTS

ü  SALES LEAD – MANAGES SALES EFFORTS

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SOCIAL SALES SOFTWARE: OPTIONS •  Manage your Social Posts

•  Manage Your Online Reputation/Sentiment

•  Manage your Executive Brand Online

•  Aid in Lead Generation

•  Aid in Lead Nurturing

•  Drive Content Engagement

•  Enable Content Sharing

•  Understand Your Target Social Behavior

•  Sell Social Up the Chain

•  Improve your Social Sales Metrics

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CLIENT EXAMPLE: SOCIAL SALES SUCCESS

SOCIAL SALES STRATEGYSocial Channels, Social Ecosystem, Social

Media Internal Team, Social Market Share,

Target Social Behaviors, Current Social Tools

SOCIAL SALES PLANNING

Daily , Monthly Social Plan by Channel, Social Voice, Value Proposition,. Content Marketing

Plan, Aligned Teams for Social Management ,

SOCIAL SALES TRAINING

Social Media Manager and Coordinator

Trained on Vertical Blogging, Social Media Analytics, Social Posting Matrix

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RESULTS

ü  Social Team Aligned as one organization specific roles and responsibilities

ü  Social Manager empowered to measure social daily

ü  Social output aligned with company goals and movements

ü  SMB Social activity driving 10% more qualified lead generation annually


SOCIAL SALES: SUMMARY

Social Selling Requires Execution:

•  Marketing – Social Management, SEO

•  Sales

•  Client Services

•  Design and Development Teams

•  Executive Management

•  Content Writing Team

Social Selling Requires Planning:

•  Social Strategy

•  Content Marketing Plan | Content

Calendar

•  SEO Plan

•  Social SAAS Tools

•  Personal Branding Plan

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SOCIAL SELLING RESOURCES

SOCIAL SALES BOOKS & COURSES : WWW.JASMINESANDLER.COM/SHOP

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CONTACT INFORMATION

WWW.JASMINESANDLER.COM

Social Selling Services:::::

Ø Social Sales B2B Training

Ø B2B Solution Sales Training

Ø Social Media Strategy Consulting

Ø Personal Branding Management

Ø Personal Branding Coaching

Ø SEO Training Ø B2B Social Media

Coaching

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Thank You Thank You

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