Do Social Media Differently

1. Do Everything Differently 2015. Version 1.0 1 Richard Crooks @DoEverythingDifferently To tweet or not to tweet? Using social media to increase sales

2. Do Everything Differently 2015. Version 1.0 2 My story

3. Do Everything Differently 2015. Version 1.0 Insanity is doing the same thing over and over again and expecting different results. Albert Einstein

4. Do Everything Differently 2015. Version 1.0 Only 6% of businesses achieve high growth. They do things differently to the rest. And the very best, they... 6% High Growth

5. Do Everything Differently 2015. Version 1.0 5

7. Do Everything Differently 2015. Version 1.0 7 I have no idea what theyre talking about... but we dont want to miss out

8. Do Everything Differently 2015. Version 1.0 why is it relevant? who should you be targeting? what should you be communicating? how should you be doing it? are you making yourself irresistible? how many customers do you want from it? 8 Taking it right the way back to basics

9. Do Everything Differently 2015. Version 1.0 99 why is it relevant?

10. Do Everything Differently 2015. Version 1.0 10 because your competitors are doing it. because you have to be there. because its cheap. It doesnt even deliver you sales directly. Why not?

11. Do Everything Differently 2015. Version 1.0 to generate leads. to develop prospects. to build relationships. 11 Why?

12. Do Everything Differently 2015. Version 1.0 73% 12 Of all B2B leads are not sales-ready. Social Media nurtures leads... Builds relationships with prospects. Earning their business when they are ready

13. Do Everything Differently 2015. Version 1.0 13 AWARENESS STAGE CONSIDERATIO N STAGE DECISION STAGE DELIVERY STAGE STRANGERS LEADS PROSPECTS CUSTOMERS PROMOTERS Buyer Journey

14. Do Everything Differently 2015. Version 1.0 Get more, faster 14 because LEADS PROSPECTS CUSTOMERS PROMOTERS

15. Do Everything Differently 2015. Version 1.0 The way people buy has changed via the internet, forever! 15 They find you You find themVS

17. Do Everything Differently 2015. Version 1.0 Social Media is: People find you through word of mouth mouse 17

19. Do Everything Differently 2015. Version 1.0 19 Its about creating marketing that people love Its worth consuming Its worth sharing

20. Do Everything Differently 2015. Version 1.0 20 who should you be targeting

21. Do Everything Differently 2015. Version 1.0 Your customers 21

22. Do Everything Differently 2015. Version 1.0 Meet work hard, play hard Nick 22 Think buyer persona, not customer segment

23. Do Everything Differently 2015. Version 1.0 23 what should you be communicating?

24. Do Everything Differently 2015. Version 1.0 24 Achieving GAIN? (selling benefits) Avoiding LOSS? (solving problems)

25. Do Everything Differently 2015. Version 1.0 25 Combine problems with personas and you really start to understand your customers needs & wants

26. Do Everything Differently 2015. Version 1.0 26 Dollar Shave Club solve the . problem for the . (persona).

27. Do Everything Differently 2015. Version 1.0 27 Dollar Shave Club solve the expense and inconvenience of buying razor blades problem for the young blokes whod rather spend their time & money on enjoying themselves (persona).

29. Do Everything Differently 2015. Version 1.0 29 Hubspot solve the people have transformed how they buy and I need to adapt problem for the non-marketing savvy small business owner (persona).

31. Do Everything Differently 2015. Version 1.0 31 Freedom Brewery solve the great tasting lager problem for the lager aficionados (persona).

33. Do Everything Differently 2015. Version 1.0 33 Do Everything Differently solves the scale fast and scale profitably problem for the entrepreneurs wishing to create extraordinary value for themselves (persona).

34. Do Everything Differently 2015. Version 1.0 34 Types of problem you can solve Save or make money Save time or eliminate wastage Make people feel better - bring increased emotional benefit Ease pain, suffering or negative emotions

35. Do Everything Differently 2015. Version 1.0 35 how should you be communicating?

36. Do Everything Differently 2015. Version 1.0 36 Content is the message your delivering

37. Do Everything Differently 2015. Version 1.0 Educate or Entertain 37

38. Do Everything Differently 2015. Version 1.0 38 When creating content, keep it educational. Not educating your buyer personas on who you are and what you do, but educating them on their problems and solutions to those problems.

39. Do Everything Differently 2015. Version 1.0 39 Stand out as an expert in your industry. Build trust.

40. Do Everything Differently 2015. Version 1.0 40 INBOUND P U L L Emails | Blogging | SEO | Social Media A B O U T T H E M Inbound marketing joining up the dots

41. Do Everything Differently 2015. Version 1.0 41 What is Blogging? Your blog is a place to regularly publish and promote new content related to your business.

42. Do Everything Differently 2015. Version 1.0 Brainstorm a list of posts 42 What do your buyer personas need help with? Clarify and organise your ideas Choose topics and titles

44. Do Everything Differently 2015. Version 1.0 Great Blog Title Introduction 44 Sub-Header (h2) Body content with useful information Sub-Header (h2) Body content with useful information image image Conclusion Call to action Comments

45. Do Everything Differently 2015. Version 1.0 Blogs form the basis of your content eBooks White papers Infographics Slideshare Research 45 Tools / guides Case Studies Templates Checklists Video Calculator / worksheets ROI reports Product demos Product literature Product comparisons

46. Do Everything Differently 2015. Version 1.0 The Buyers Journey and content 46 Awareness Stage Consideration Stage Decision Stage Prospect is experiencing and expressing symptoms of a problem or opportunity. Prospect has now clearly defined and given a name to their problem or opportunity. Prospect has now decided on their solution strategy, method, or approach. eBooks White papers Infographics Slideshare Research Tools / guides Case Studies Templates Checklists Video Calculator / worksheets ROI reports Product demos Product literature Product comparisons

47. Do Everything Differently 2015. Version 1.0 47 The Buyers Journey Awareness Stage Consideration Stage Decision Stage Provide educational content to help prospects learn more about the solution to their problem, opportunity, or issue. Download: 9 steps for redesigning your website The Free Website Evaluation Includes: Website Navigation Review Website Content Audit Sales Ready Analysis Recommendations for Optimization Optimization tips for improving your website conversion rates

48. Do Everything Differently 2015. Version 1.0 48 You cant convert without a conversation process.

49. Do Everything Differently 2015. Version 1.0 A Call to Action is a button that promotes an offer and links to a landing page What is a Call to Action:

50. Do Everything Differently 2015. Version 1.0 The Conversion Process, example 50 Call-to-Action > Landing page > Thank you page

53. Do Everything Differently 2015. Version 1.0 53 INBOUND P U L L Emails | Blogging | SEO | Social Media A B O U T T H E M Inbound marketing joining up the dots EMAIL

55. Do Everything Differently 2015. Version 1.0 Right Content Right Audience Right Timing 55 VALUE +

56. Do Everything Differently 2015. Version 1.0 Send content that follows the Buyers Journey and content 56 Awareness Stage Consideration Stage Decision Stage Prospect is experiencing and expressing symptoms of a problem or opportunity. Prospect has now clearly defined and given a name to their problem or opportunity. Prospect has now decided on their solution strategy, method, or approach. eBooks White papers Infographics Slideshare Research Tools / guides Case Studies Templates Checklists Video Calculator / worksheets ROI reports Product demos Product literature Product comparisons

58. Do Everything Differently 2015. Version 1.0 58 INBOUND P U L L Emails | Blogging | SEO | Social Media | A B O U T T H E M Inbound marketing joining up the dots SEO

59. Do Everything Differently 2015. Version 1.0 59 Search engines need to find the most relevant, useful, trustworthy answers. They send spiders to crawl through the web searching for that content.

60. Do Everything Differently 2015. Version 1.0 60 From that data, they create a list of results. They rank the results in order of the popularity and authority of the websites.

61. Do Everything Differently 2015. Version 1.0 Your goal is to be in the top results. 61 - Paid for (PPC) - Earned (organic)

62. Do Everything Differently 2015. Version 1.0 62 SEO Strategy Do keyword research... in your persona. Create content around your keyword. Optimise content around your keyword.

63. Do Everything Differently 2015. Version 1.0 63 INBOUND P U L L Emails | Blogging | SEO | Social Media | A B O U T T H E M Inbound marketing joining up the dots SOCIAL MEDIA

64. Do Everything Differently 2015. Version 1.0 64 Social media can help build new connections, quickly. Hello!

65. Do Everything Differently 2015. Version 1.0 65 Social Media is how you distribute content. You demonstrate your new knowledge for solving customers problems by distributing your content.

66. Do Everything Differently 2015. Version 1.0 66 The B2B Social network of Choice 273% better ROI than any other for B2B Eliminates distractions The best marketing database in the world: Advanced Search Many ways to engage: People, Groups, Answers Your profile is key: individual and company Focus is Thought Leadership: i.e. thought provoking content Connect with your Ideal Customers / Personas Post 2 x a week Various way to publish: Share an Update Upload Media Publish a PostTop Tip: Dont link Content re- publish

67. Do Everything Differently 2015. Version 1.0 67 4-6 Tweets a day Listen first, then start talking: - Tweet - @reply - Mention - Direct message - Re-tweet Top Tip: Include an image; 2x likely to be viewed. . @username + profile + imagery = strong foundation Start by following people:: customers + potential customers + influencers # importance entering the conversation / leading the conversation B2B or B2C. Value = useful information / answering questions. Link / drive traffic to web-site / blog 140 characters or less

68. Do Everything Differently 2015. Version 1.0 68 Photos account for 93% of the most engaging posts on Facebook. Mainly suited to B2C Products and Software Distinguish between personal page and business page 42% of Facebook Fans like a page in order to get a discount coupon 35% of Facebook fans like pages specifically to compete in contests. You can have 121 conversations with your customers. Post should be less than 80 characters with images. Top Tip: Run a competition to drive Likes / followers Post 1-2 times per day. Question posts have 92% higher comment rates than non-question posts

69. Do Everything Differently 2015. Version 1.0 69 Stickiness viewers who view video stay 2 minutes longer on average and are 65% more likely to purchase. Video and YouTube is growing exponentially. Video has highest shareability factor of all content driving traffic and authority for search. Top Tip: Dont create just one, create a series of Videos TLDR doesnt apply.. Creating a Channel, allows you to create a subscriber base and subscribers are notified when you post. Ideal for Training & Documentation people prefer to be shown than read. Video takes you higher in the Search Rankings You can buy Adwords just for Video. 80% of user are 18-35 year olds

70. Do Everything Differently 2015. Version 1.0 70 Picking the best platform / format for your content is all about your personas.

71. Do Everything Differently 2015. Version 1.0 Create a Publishing Schedule and use publishing software 71

72. Do Everything Differently 2015. Version 1.0 Create a Following 72 Relevant and Valuable Content Listen & respond to conversations Set objectives Establish commonality Research Leverage the entire team Post & engage regularly

73. Do Everything Differently 2015. Version 1.0 73 are you making yourself irresistible?

75. Do Everything Differently 2015. Version 1.0 75 Optimise Social Profile There are 3 key components to an optimized social media profile. Company Logo Clear and concise company description. Link to company website.

76. Do Everything Differently 2015. Version 1.0 76 Communicating clearly, consistently & powerfully on how you solve your personas problem? Optimise Web

78. Do Everything Differently 2015. Version 1.0 78 Optimise Sales Trusted advisor Focus on solving your customers problems. Remember, people buy from people that they like and trust.

79. Do Everything Differently 2015. Version 1.0 79 A satisfied customer tells 300 friends A dissatisfied one tells 1100. Fantastic Disgusted PROMOTER OR DEMOTER? Optimse Feedback

80. Do Everything Differently 2015. Version 1.0 how many customers do you want from it? 80

82. Do Everything Differently 2015. Version 1.0 82 Calculating return on investment. Its important to assess how your time was spent and what the numbers reflect. Content Consumption Example: How many people viewed this content? Example: How many people shared this content? Social Sharing Example: What is the conversion rate for this content? Lead Generation Example: Did this content help close a customer? Revenue

83. Do Everything Differently 2015. Version 1.0 83 bringing it all together

84. Do Everything Differently 2015. Version 1.0 84 how many customers do you want? who should you be targeting? what should you be communicating? how should you be doing it? - Blogging - SEO / keywords - Email - Social Media Platform(s) are you making yourself irresistible? - Social Profile(s) - Web - Trusted Advisors - Feedback Your Social Media Plan

85. Do Everything Differently 2015. Version 1.0 85 Is it worth it.ROI? Of those who have been using social media for at least 1 year, 69% found it useful for building a loyal fan base More than 58% of marketers who have been using social media for one year or longer improved search engine rankings Over 84% of participants found that increased traffic occurred with as little as 6 hours per week invested in social media marketing Marketers whove invested at least 1 year in social media marketing report that new customers were gained. Nearly half of those who spend at least six hours per week on social media efforts saw a benefit of reduced marketing expenses.

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Do Social Media Differently