social star e-ttraction presentation - social media for sales

Social Media for Sales

March 15, 2016

©Andrew Ford

Brand Hierarchy

www.socialstar.com.au

A bit about Me

http://www.andrewford.com.au/

ATTRACT RATHER THAN FIND

e-ttraction™ Marketing


Business has

Changedwww.socialstar.com.au

Have You?


What’s Your Digital Brand?

The Challenge

Move Faster Than Your Competition


How?www.socialstar.com.au


Personal Branding


“Only 4.4% of all emails are actually being opened (let alone read)”

“Only 1-3% of cold calls lead to an appointment”

“84% of all B2B decision makers begin their buying process with a

referral”

- Google, HubSpot, SmartCompany

Sales Reality

What’s Your Sales Process?



Sales Process

Sale

Trust

Interest

Awareness

Personal Close

Personal Brand Process


Tagline

Written content

Web presence

Visual Image

Social Media

Why?


Why LinkedIn for Business• The only professional network on the Internet• 6 million users in Australia – 1 in 3 business

people• 40% of users check their profile daily• Only social media in China• LinkedIn drives more traffic to B2B blogs and

sites than Twitter, Facebook and G+ combined • LinkedIn members are 50% more likely to

engage with a company they engage with on LinkedIn


, be inspired

Photography

• Size: You can upload JPG, GIF or PNG files. The ideal pixel size for your photo is between 200 x 200 to 500 x 500 so square

• Resolution: 4MB• Tips: black or white background, lead forward, it’s all in your eyes, be

inspired!• Example: au.linkedin.com/in/elizabethbardwell


Step 1 – Visual Image


Step 1 – Photos umm…no



Your PhotosBefore After

Positioning Tagline

• Size: 120 characters or approximately 15 words• Four sections:

1) Adjective describing your experience in your market2) The market you work in (your degree, qualification or main

service)3) What your niche service is4) Who you work with or what specific value you provide

• Example: au.linkedin.com/in/antonellapoggi



Your Tag LineBefore After

LinkedIn:Lecturer in Osteopathic Technique (Indirect Technique)

LinkedIn:Experienced Osteopath specialising in sport related injuries, pain relief and migraine

Linkedinau.linkedin.com/in/metinaziret


Banner

• Size: 1400 x 425, gradation at the edges, • Business: your logo or something that represents your brand• Tips: photo you have taken is great, otherwise a stock shot can be used• Examples: au.linkedin.com/in/metinaziret

Contact Details

• Email: ensure it is the company email address, you can have multiple• Phone: company reception is fine or mobile, some people choose not to

include• Twitter: you can connect Twitter so your posts go out there too• Websites: you have 3 to choose from and can provide a descriptive label


Biography

• Size: 300 words• Job seekers/professionals: third person formal style• Business builders: first person, informal style• Leaders: can choose either depending on their style• Example: au.linkedin.com/in/francisleach



Your BiographyBefore After


Biography…• First paragraph: Your tag line explained (50 words)• E.g. Professional Real Estate Agent, focused on delivering service

excellence to home buyers in the Brisbane area• Second paragraph: What is the problem you solve (50 words)• E.g. Some Real Estate Agents have a bad reputation for service

delivery. If you have ever felt like your agent wasn’t on your side it’s time for a change.

• Third paragraph: What is the Solution you provide (50 words) • E.g. I pride myself on turning around that perception with honest

and integrity delivered results

• Fourth paragraph: Why choose you (50 words)• E.g. With 20 years experience in the industry and several awards

for service quality, I can guarantee my results. Just ask my customers!• Fifth paragraph: What’s next, call to action (50 words)

• E.g. Email me at [email protected] and give me an opportunity to show you the difference a passionate agent can make to your property value.

mailto:[email protected]


Custom URL

• To change this URL to your name follow my instructions• Try to get your name if possible• If your name isn’t available try a middle initial or add your business

name• As a last resort use a substitute brand like I had to!


Experience• Your Job description can have 300

words, projects, references and documents

• The first paragraph can be the company description from your website

• The second paragraph is what you do and how you help people

• You can include projects you have worked on that are related

• Ask for recommendations• Include multimedia to add visual

content• Repeat with other jobs but add less

content the longer ago they are• Less space for less time at the job• Example: au.linkedin.com/in/carolbenton

Education

• Include all of your education regardless of how insignificant you think it is

• Try to find the logo for each institution to ensure visual appeal• Provide a description of what you learnt and how it could help your

clients• Example: au.linkedin.com/in/brendanjwatson


Visuals • There is a great opportunity to

add additional content to your profile

• Add PowerPoint from Slideshare• Videos from YouTube• Pictures• Not websites links• Example: au.linkedin.com/in/janflook


Company Logo

• Create a company profile• Once you do you and your staff

can connect to it in your profile• Tips: add personal photos to

increase engagement• Create company information

and get your staff to re-post• Example: Lifecare


https://www.linkedin.com/company/2405368?trk=vsrp_companies_res_name&trkInfo=VSRPsearchId:40429601418074897829,VSRPtargetId:2405368,VSRPcmpt:primary

Recommendations

• The social proof your clients want to see

• Ask clients when they proactively send you positive feedback

• Once they are published you can use them in other materials


Endorsements

• Reflect your brand, it’s feedback

• The scale does matter

• Don’t change the formatting

• Only direct contacts can endorse you so get some more!


Blog posts

• Blogging is the new gold SEO strategy, Google wants you to do it!

• Blog about what you want to write about, share you passion


Next Steps


• Spend 10 minutes a day on LinkedIn

• Connect to 10 people a day from your network

• Share at least 1 piece of content a week

• Follow ‘SirFord’ for latest tricks and tips! Facebook or YouTube

• If you know of a friend or business that needs assistance with LinkedIn or Personal Branding let them know about me – I love referrals!

• Download a copy of Andrew’s book at www.andrewford.com.au/book

https://www.facebook.com/BeASocialStar/?ref=br_rs

https://www.youtube.com/channel/UCiON7ai7RyL7MqDzdLESk-w

http://www.andrewford.com.au/book

http://www.andrewford.com.au/book

Step 5 – Social Media



Don’t be this guy


Your Social MediaBefore After

Step 4 – Personal Website



Your WebsiteBefore After

Resultswww.socialstar.com.au

Results - Reach


Results



How to stand out in a noisy world? Make a SPLASH!

https://www.youtube.com/watch?v=xgQMNizHtsw

Top 5 Branding Questions1. Do I need Twitter, Pinterest and all the rest?2. Should I only connect to people I know?3. Should I go premium on LinkedIn?4. Do I really need to blog?5. How much do I share online?


V


Connect With MeAndrew Fordlinkedin.com/in/personalbrand

www.andrewford.com.auwww.socialstar.com.au

#e_ttraction

SpeakingConsulting

Trainingwww.socialstar.com.au



http://www.socialstar.com.au/

http://www.socialstar.com.au/