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Selling Without Spending

Selling Without Spending

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Published by Simplify360
How to maximize your RoI and sell without spending
How to maximize your RoI and sell without spending

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Published by: Simplify360 on Dec 13, 2012
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05/14/2014

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Selling without Spending

SOCIAL MEDIA HANDBOOK FOR SALES AND MARKETING PROFESSIONALS
“Lead Generation was never so easy. Sales people can never run out of leads in the Social Media era.” Bhupendra Khanal, CEO – Simplify360

Simplify360
Tel (US) 512-539-0360 Tel (India) +91 80 40971130 www.simplify360.com contact@simplify360.com

Table of Contents
Contents
Introduction _________________________________________________________________ 1 Changes brought by Social Media _______________________________________________ 2 Getting Started ______________________________________________________________ 3

In this section, we will give you some direct tips to generate Sales Leads. Let’s get started. ___________________________________________________________3 LinkedIn ___________________________________________________________3 Find people ______________________________________________________3 Add contacts you find ______________________________________________4 Once you have built a good friends list, do the following: ___________________4 Use LinkedIn Groups _______________________________________________5 LinkedIn Answers _________________________________________________5 Twitter ____________________________________________________________6 Profile Search for Target Market Companies ____________________________6 Profile Search for People ____________________________________________6 Monitor Industry keywords in Simplify360 (or other monitoring tools) __________7 Monitor Competition in Simplify360 ____________________________________8 _________________________________________________________________8 Quora ____________________________________________________________9 Finding people from answers _________________________________________9 Profile Search ____________________________________________________9 Slideshare ________________________________________________________10 Browsing through Pro-Accounts _____________________________________10 Through your company account _____________________________________10 Keyword Search _________________________________________________11 Google Plus _______________________________________________________11
Case Studies _______________________________________________________________ 12

Business Case 1: Hiring/ Business Development in 4 Easy Steps _____________12 Business Case 2: Finding CMO of Infosys _______________________________13 Business Case 3: Finding 50 Digital Marketing Folks in Chicago ______________13

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you need to do is – unlearn whatever you have learned so far in lead generation and start using Social Networks”
“All

Introduction

Introduction
We live in the era of Social Media - The biggest ever revolution in terms of reach and exposure. You are just a few clicks away from connecting to the right person in the target company. Yet, you might not be aware of such possibilities. You may be launching email campaigns and banner ads, and hoping that the mass emails or banners are read and the target becomes interested in you. But all this while, you might not be optimizing your actions through social intelligence. Remember, a fresh 20 year old sales person who is Social Media savvy has a good edge over you. He might not have the experience or contacts, but he knows whom to talk to and how to talk to them. One of them may just beat you in performance one day and say – “Why are you upset? Don’t you use Social Media, UNCLE?” So what should you do to stay in the competition? All you need to do is – unlearn whatever you have learned so far in lead generation and start using Social Networks. Here are the reasons why you should. • • • • Your customers are on Social Media Your potential customers are on Social Media Their profiles are open and reachable (mostly) They are on Social Media to talk and listen.

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Changes brought by Social Media

you need to do is – unlearn whatever you have learned so far in lead generation and start using Social Networks”

“All

Changes brought by Social Media
The biggest of all is – Open Profiles. Reach anyone you want to talk to directly. The era of emails, mass marketing, Tele-marketing, TV ads & print ads are slowly dying. The world is moving towards being social, engaging and empowering. In the media world, it is often said that the world is moving away from Paid Advertising to Earned Advertising. The change is big.

EXPERTS TO MASS DECISION SYSTEM STUMBLEUPON, DIGG, REDDIT, DELICIOUS

CORPORATE CONNECTIONS LINKEDIN, ZING

VIRTUAL FRIENDSHIP ORKUT, HI5, MYSPACE, FACEBOOK

OPEN INFORMATION WIKIPEDIA, BLOGS, YOUTUBE, TWITTER ONLINE BRAND MANAGEMENT FACEBOOK, TWITTER

OPEN PROFILE TWITTER, QUORA, GOOGLE PLUS

VIRAL FLOW OF INFORMATION FACEBOOK, TWITTER, YOUTUBE

Pg. 03

Getting Started

you need to do is – unlearn whatever you have learned so far in lead generation and start using Social Networks”

“All

Getting Started
In this section, we will give you some direct tips to generate Sales Leads. Let’s get started.

LinkedIn
LinkedIn is the most important channel if you are in B2B Sales. The channel is more closed than Twitter or Facebook. You have to be careful and not become too aggressive on LinkedIn. Yet, you will be doing a bigger injustice if you aren’t aggressive at all.

Find people
• • • • Colleague search School mate search Search using Email contacts import Search for your target segment by his profile. It can be industry keyword like ‘Digital Marketing’ or job profile like “Chief Marketing Officer” or “Head of Marketing”.

People search through companies, connections, location and many more. Action Items

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Add contacts you find
• • • Understand the person by reading his/her profile.

Getting Started

If he/she has more than 500 connections, you can just invite him choosing one of the relevant options. If he/she has fewer connections, you have to be cautious because the person does not accept any random invitation. So you will have less chance to connect and talk to him. You may send him in mails or ask one of your contacts to introduce you. You can do it using the “Introduction Request” feature of LinkedIn.

Ways to connect with people in LinkedIn.

Once you have built a good friends list, do the following:
• • • Keep updating LinkedIn status with relevant news Keep sending emails every month with a new development with your contacts. This could be your new newsletter, eBook or research papers. Talk to folks who reply and try to understand his work; look for opportunity and pitch your offerings.

Updates related to how to achieve things on organization is quite popular in LinkedIn networks.

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Use LinkedIn Groups

Getting Started

You may join 99 LinkedIn Groups. Find active relevant groups and join them. The best groups may not be your industry groups but where your clients and potential clients hang out. Participate in the discussions there. Ask questions, answer existing questions, vote up answers etc. Remain relevant to the group. Look for good opportunities to pitch products or service and do it. But do not over do the sales pitch, it will degrade your reputation. People appreciate if you seek help. Questions like these “Guys, we have launched a new site. How do you like it? ….link ….” Do sell better than saying, “we have launched a new site. You may want to look at it”. Always call for action.

Group search allows you to find relevant groups and communities.

LinkedIn Answers
Participate in Q&As, be relevant and make your personal brand. Company stuff can be sold later. You may ask for suggestions from people about the industry, trends and can talk about your products. Be receptive about people’s thoughts and don’t oversell yourselves.

LinkedIn provides search engine to discover questions and answers.

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Twitter
Profile Search for Target Market Companies

Getting Started

Use profile search in Twitter or use keyword search in Google, you can find your target profiles. - use “Twitter + …… (Industry keyword or company name)” search query in Google. If you are looking to talk to Human Resource Consulting companies, you just have to find one such company profile. Rest Twitter will keep on suggesting similar profiles while you visit one. Just keep digging down and whole World of your target is with you. Follow them. Talk to them. Most importantly, make a list of those folks.

Twitter has a good search and recommendation engine for finding relevant Twitter Profiles.

Profile Search for People
Similar to above company search, find a few folks who are your target market (CMOs, VP for Business Development, Marketing or Sales, VP Customer Service etc.). Identify the relevant folks and talk to them. Most of them will revert.

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Getting Started
Monitor Industry keywords in Simplify360 (or other monitoring tools)
Build all relevant keyword profiles in Simplify360 like for our case; we would search for keywords like “Social Media Software”, “Social Media Monitoring”, “Social CRM” etc. We are sure you guys don’t use this gold mine. You can just add industry keywords and find lots of people talking about those topics. For more information on this, you can check out our presentation on How to create Social Media Monitoring? You need to start the dialogue and here are ways to do it: • RT the tweet • • • Reply to it Ask questions related to his tweet Identify yourself and ask if he is interested in a demo or trial

Simplify360 allows you to track combinations of multiple keywords.

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Monitor Competition in Simplify360

Getting Started

It is always a good idea to find folks who talk about competing products. Look for the opportunity and come in between the guy and the product he is talking about. Break the communication line if the person is talking negative about your competition and pull towards you. You have a strong lead for sales.

Engagement Dashboard of Simplify360 allows you to seamlessly engage with multiple prospects at once. Influencer dashboard in Simplify360 allows you to find relevant profiles on multiple channel.

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Getting Started

Quora
Finding people from answers
Best way to reach out to people is to follow some of the interesting questions related to your industry. For examples: We search for keywords like Social Media, Digital Marketing and the likes. The folks who answer are mostly the target group. Identify those folks and build a rapport with them: • Thank them for answering (some good ones) • • • • Comment on their answers Up vote the answers Follow them Write a message to them (3 per day is allowed)

Searching for questions and answers in Quora is easy.

Profile Search
Google Search for “site: quora.com digital marketing (use your target market keyword)” throws 104k results. These are mostly for the profile of the people. You may want to try and see it. You can go to the user profiles and perform some of the actions like: • Follow the user • • Ask a question to the user Write a message (3 per day allowed)

Using Google search to find profiles in Quora.

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Getting Started

Slideshare
Browsing through Pro-Accounts
Take some time to reach the user profiles through the facility of browsing pro-accounts. Then reach a profile and do the following: • Browse through the presentations and comment (to let the user know that you exist) • • • Follow the person/account Send message (for some profiles its possible) At the end of most presentations, there is a facility to connect to the account admin. Use it to send the message.

Remember any company having a Slideshare Pro account is a power user of Social Media. The person or company is likely to reply to your messages.

How Slideshare email notification allows you to track the interaction and connect with new leads, or get noticed.

Through your company account

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Getting Started
If you have a Slideshare account and have some followers, visit their profiles and connect to them on a personal level. If the guy is interested in listening to what you have to say, he is certainly a good lead for Sales.

Keyword Search
Search for your industry keyword (in our case it is “Digital Marketing”) on Slideshare.net or search using Google search (“Digital Marketing” site: slideshare.net) to find the relevant profiles. Once you find the profiles, initiate some activities on the profiles. Use the tips listed above 4.a.

Google Plus
As a Google product, it has one of the best search interfaces. You just need to type your industry keyword and choose an option as “People and Pages”, you will be given a list of relevant pages. You can avail certain facilities to connect to those folks. For some you will be given an option to email (in case the person is connected to you) and for others you can send messages. Google Plus messages are like tweets; you may send a public message that is targeted to a person.

Google Plus has a comprehensive people search engine which leverages Gmail account and public profiles.

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Case Studies

Case Studies
Business Case 1: Hiring/ Business Development in 4 Easy Steps
LinkedIn People Search -> Advanced Options -> Country = United States, Zip code = 60601 (within 50 Miles), Keyword = Social Media -> Done

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Business Case 2: Finding CMO of Infosys
Google.com -> CMO Infosys

Case Studies

Business Case 3: Finding 50 Digital Marketing Folks in Chicago
Search (Plus.Google.com - > Digital Marketing) -> People and Pages - > Location = Chicago

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Case Studies

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