Global Summit of Women 2014 “Using sing Social Media Effectively to Market Your Business”

Global Summit of Women 2014 “Using sing Social Media Effectively to Market Your Business” • Rose Harr • CEO - BlueWare Group of Company • Founder - Compass Rose Foundation • www.bluewaregroup.com • rose@blueware.net

Why is social marketing so important? • Why social networking works? • Resources you’ll need to get started • Establishing Thought Leadership • Lead Generation Techniques

Your Customers Spend 3 hours a day on Social Media – at least Americans do • Twitter • Facebook • Blogs • LinkedIN • So… if you want on connect with your customers you will need to…

Consumers use Social Media to make purchase decisions • 50% purchasers seek referral information on social networks when making a purchase decision • So… that means your brand needs to have a presence on social networking sites • So… you can be a part of that conversation

Important social marketing objectives • Understand Social Sentiment • Have a clear view of conversations taking place and be a part of the conversation around the WEB! • Establish Trust and Thought Leadership • This is typically done thru content marketing • Generate Leads • So that your social marketing are connected to your sales goals and have a good impact to your bottom line.

Social Sentiment • First and Foremost • People come to social networking sites to DISCOVER Content and connect with other people not to Shop • Be an observer • TWITTER and Facebook - Start by following hash tags like #healthcare and start to understand conversations that are already occuring, things related to your industry, prominent companies, Competitors and People • LinkedIN – Look at what people are talking about • Common themes and areas of interest

Social Sentementcont. • What are people talking about like hot topics • Understand common opinion • Make content that will resonant • Know the rules of the road • Don’t break these rules • Observe the rules and follow them

Expertise and Trust • High Quality Content • White Paper • Blog • Content marketing creates credibility • Content marketing used by70% view buyers • 70% useful info lead generation • B to B 67% more sales lead

How to create good content • 1-Helping –does your content help… the new phase is ‘always be helping’ instead of ‘always be closing’ • 2 – Be Relevant • 3 – Be Highly Interruptive • 4 – Be Entertaining • 5 – Be Shareable • 6 – Be Targeted to your customers journey • 7 – Be Verstile • 8 – Be Crowdsourced, meaning spirit of cooperation • 9 – Efficient – Easy to consume/understand • 10 – Integrated with your image

Mix it UP with a Wide Variety of Media Types – WIDE VARIETY • Blog Posts • Info Graphics • Video Posts • Whitepapers

A Simple Publishing Framework for Success and Best Results • Plan • Create • Publish • Distribute • Analyze • Only Publish content that supports the buying experience • Get other people to create your content aka customers, sales team and vendors • Copy the publishing industry's content with sited sources • Distribute where and when your customers are

Measuring Return on Investment • Attract People to your sites, FACEBOOK and Twitter • Connect Content Marketing to your Inbound Lead Generation Tunnel… • Convert Visitors to Leads • Sell - Leads to Customers

Create a Call to Action in your Content • Leverage the Content by encouraging to take the buying steps • Gating the Content • Use a mixture of Gated and • Website is the center of of your content Universe • Place Lead generation forms on a side bar --- this is called gating content. • Share more ungated versus gate

Calculate ROI with Revenue Impact Report… • Quick Example • We generated 1000 social media clicks to our website • Of these 500 of them became leads by taking a lead form (gating) • And 100 make a purchase • In the example: We have converted • Traffic to lead ratio is 50% • Lead to Sales is 20% • We track all the way thru so we can add up revenue and cost of social media.. • Predictive analytics

What type of Content drew in the leads…. • Content A • 500 clicks • 250 leads • 80 buyers • Content B 500 clicks 250 leads 20 buyers

Why is there differences – lets predict and create a better ROI • Maybe…. • What type of content really impacts our bottom line. • Which content is performing well. • Track the campaigns by the difference content • Why is it not attracting the right audience • Look and pin point problems and take immediate action • Weak areas if you are tracking your social followers • Will have a big impact on your revenue.

Email • Website Visitor Tracking • Lead Management • Social Media • CRM • Reports & Analytics • Webinars & Events • Administration & Privileges

Questions & Answers Rose Harr rose@blueware.net Bluewaregroup.com

Global Summit of Women 2014 “Using sing Social Media Effectively to Market Your Business”