How to Make Social MediaWork for B2B and B2GRaj KheraCEO, MailerMailer@rajkhera 301-825-5658
So Who’s This Raj Khera Guy?Engineer turned business guyCEO, GovCon – sold in 1999 for $12MPartner, FilterPoint – sold in ...
What makes a client…Find youLike youTrust youHire youRely on you
Social MediaEnables offline interpersonalexperiences to occur onlineFacebook, Twitter, LinkedIn areonly means to an end
Being LikeableWhat makes YOU like someone?
Who do you find interesting?At work or on Facebook or Twitter:Those who talk about themselves – “me”Those who share inform...
Who do you trust?What makes you trust a company you don’tknow?Those who talk about what they offer and howgood they are – ...
Me vs. You Marketing Word ChoiceMeWhat we doOur projectsHow good we arePreferred words:“Our Services”“Our Clients”“Our Sta...
Which one wouldyou trust?Buy from?
People who trust you willShare insightsAdvocate for youDo what you recommend
Trust =Credibility + Reliability + IntimacySelf-InterestSource: The Trusted Advisor by Maister, Green, & Galford
What Does Your Marketing Say?Our servicesOur capabilitiesOur clientsOur projectsOur staffOur promotions
What Matters to Clients?Important:ThemTheir problemsSolutions to their problemsBenefits of your productsand servicesNot im...
Prospects aren’t always aware oftechnology optionsSo they aren’t looking for yourtechnology solutionsAnd don’t know how to...
Change the DialogDon’t Sell. Educate.
What Matters to Clients?Content Examples5 handy Windows productivity tricks that youdidn’t know10-point computer security ...
Something for Each Audience SegmentThe Money Person4 inexpensive ways to upgrade your staff’s technical skillsMaximizing R...
Benefits of Great ContentGenerates and nurtures leadsEnhances credibilityEncourages sharingEstablishes trusti.e., Sells wi...
BlogsThe First Step in Your SocialMedia Strategy
Paul Barnett, Network DepotBlogs/Videos/eBooksWindows 8eBook on how to buy the right PCNo leads first few monthsNow 1 lead...
DP Venkatesh, mPortalMobile products/servicesBlog/Email changed everything2 posts per week, CEO and TipsTargeted 10 critic...
Getting Educational ContentOrdered by pain level, highest to lowestWrite it yourselfDictate your ideas, have a writer prod...
Wordsmithing, Google Style
Something for Each Audience SegmentThe Money Person4 inexpensive ways to upgrade your staff’s technical skillsMaximizing R...
Marketing’s New Math1 = 10
Repurpose, Repurpose, RepurposeBlogWhite Paper/eBookInfographicsSlide DeckWebinarVideoPodcast on iTunesArticle1 = 10Email ...
Chris Schroeder, App47Mobile app managementEducational tools“What’s Appening” podcast, iTuneseBooks, white papers, blogIDG...
Diana Hage, RFID Global SolutionBlogs every other weekIndustry solutions6-8 targeted keywordsConnects posts to social medi...
Paul Tomlinson, Mirus IT (UK)Managed Service ProviderTweets about topics that helpHashtags - #keywordMentions - @twitterha...
HashtagsThe 25 Most Popular Passwords- If these apply to you,perhaps its time to change! http://ow.ly/eKLaC#thoughtforthed...
MentionsThe tinned food donations are coming in for@mkfoodbank ’s Big Little Give this week - good workTeam Mirus @Mirusit...
Unnamed PoliticianI wrote a blog after last electionAuto-posted as LinkedIn status updateHe read about it on LinkedInCalle...
Gordon Tan, ClientHeartBeatWe followed his Twitter accountHe noticed and sent DM (directmessage)Connected offline
Nurture leads that aren’tready to buyUse email analytics
Lead Generation and NurturingOfferWhitePaper toget theircontactinfo
Educatefirst Then peoplewill be opento yourpromotions
DON’T SAYHey, I noticed you clicked on myarticle about disaster recovery.< THAT’S CREEPY! >
SAYHi Sally, I’m calling because we’re noticingseveral companies like yours take a closerlook at disaster planning to prot...
The Story of Bob,Your Fierce Competitor
This is Bob. Nice guy.He’s your competitor.He’s stealing your clients.
He knows clients buyfrom people they likeand trust.What makes him likesome people?
Then he thought…What makes himtrust a company?
Hmm…What does yourmarketing say?
Every Buying Cycle Stage.Every Decision Influencer.
Sid Hoffman SoftwareWhite paper• How To Re-purpose TVClosed Caption Files ForInternet Video Distribution$60,000 dealwithin...
Praba Murugaiah StaffingSample interview questionsReading body languageTechnical webinarsDoubledannual growth
Guy Wassertzug ServicesRevamped newsletterZero to page 1 on Google in 3 months#2 rank onGoogle
#2 rank onGoogle in 3months!The Result: The Stars Align
The IT Marketing Crash Course:How to Get Clients for Your Technology Businesswww.ITMarketingBook.com+1-301-825-5658
Blog + Newsletter + Analytics = More Businesswww.presstacular.com800-475-1415
ContactRaj Kheraraj@mailermailer.com301-825-5658 x800http://presstacular.com
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
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How to Make Social Media Work for B2B and B2G

There is a lot of buzz about using social media to grow your business. Does it work for B2B or B2G companies? Yes. Forty years ago, researcher Mark Granovetter proposed a theory about social interaction. He suggested that people close to you know about the same opportunities, projects, people, job openings and events that you do. If you expand your reach beyond your closer circles, you tap into your other connections, which expose you to a whole new set of options. You can leverage social media to make this happen. This presentation will provide actionable tips on using social media to grow your B2B/B2G business. Join us and you’ll learn: · Which social media activities result in the most traction and which are a waste of time · How to position your company as a trusted source · How to nurture leads that are not "sales-ready” · What to share with businesses and government agencies so they think of you as they write their RFPs
Published on: Mar 4, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - How to Make Social Media Work for B2B and B2G

  • 1. How to Make Social MediaWork for B2B and B2GRaj KheraCEO, MailerMailer@rajkhera 301-825-5658
  • 2. So Who’s This Raj Khera Guy?Engineer turned business guyCEO, GovCon – sold in 1999 for $12MPartner, FilterPoint – sold in 2009Partner, MoreBusiness.comCEO MailerMailerPresstacular –marketing tool for IT companiesAuthor #1 Amazon Bestseller: IT Marketing Crash CoursePresentation Slides © 2013 MailerMailer LLC
  • 3. What makes a client…Find youLike youTrust youHire youRely on you
  • 4. Social MediaEnables offline interpersonalexperiences to occur onlineFacebook, Twitter, LinkedIn areonly means to an end
  • 5. Being LikeableWhat makes YOU like someone?
  • 6. Who do you find interesting?At work or on Facebook or Twitter:Those who talk about themselves – “me”Those who share information – “you”
  • 7. Who do you trust?What makes you trust a company you don’tknow?Those who talk about what they offer and howgood they are – “me”Those who listen, educate and comfort youwithout pressure – “you”
  • 8. Me vs. You Marketing Word ChoiceMeWhat we doOur projectsHow good we arePreferred words:“Our Services”“Our Clients”“Our Staff”“We can help you”YouWhat you doYour goalsWhat problems need solving?Preferred words:“How to…”“White Paper on…”“Free Report on…”“We can help you”
  • 9. Which one wouldyou trust?Buy from?
  • 10. People who trust you willShare insightsAdvocate for youDo what you recommend
  • 11. Trust =Credibility + Reliability + IntimacySelf-InterestSource: The Trusted Advisor by Maister, Green, & Galford
  • 12. What Does Your Marketing Say?Our servicesOur capabilitiesOur clientsOur projectsOur staffOur promotions
  • 13. What Matters to Clients?Important:ThemTheir problemsSolutions to their problemsBenefits of your productsand servicesNot important:YouFeatures of your productsand services
  • 14. Prospects aren’t always aware oftechnology optionsSo they aren’t looking for yourtechnology solutionsAnd don’t know how to shop for them
  • 15. Change the DialogDon’t Sell. Educate.
  • 16. What Matters to Clients?Content Examples5 handy Windows productivity tricks that youdidn’t know10-point computer security checklist to reviewevery quarterVideo: 4 ways to stay connected to your staffremotelyHow to prepare your office for the stormarriving this week
  • 17. Something for Each Audience SegmentThe Money Person4 inexpensive ways to upgrade your staff’s technical skillsMaximizing ROI for your technology investmentThe ManagerBack up and disaster recovery planPodcast: Come work for us - Company PerksThe End UserHow to set up user permissions
  • 18. Benefits of Great ContentGenerates and nurtures leadsEnhances credibilityEncourages sharingEstablishes trusti.e., Sells without selling
  • 19. BlogsThe First Step in Your SocialMedia Strategy
  • 20. Paul Barnett, Network DepotBlogs/Videos/eBooksWindows 8eBook on how to buy the right PCNo leads first few monthsNow 1 lead per weekUse educational pieces as “leave behinds”
  • 21. DP Venkatesh, mPortalMobile products/servicesBlog/Email changed everything2 posts per week, CEO and TipsTargeted 10 critical keywords, 20 others10-fold increase in site traffic100s of new leads in 8 months
  • 22. Getting Educational ContentOrdered by pain level, highest to lowestWrite it yourselfDictate your ideas, have a writer produce itLicense/buy itRemember: write about what matters to them,not to you
  • 23. Wordsmithing, Google Style
  • 24. Something for Each Audience SegmentThe Money Person4 inexpensive ways to upgrade your staff’s technical skillsMaximizing ROI for your technology investmentThe ManagerBack up and disaster recovery planPodcast: Come work for us - Company PerksThe End UserHow to set up user permissions
  • 25. Marketing’s New Math1 = 10
  • 26. Repurpose, Repurpose, RepurposeBlogWhite Paper/eBookInfographicsSlide DeckWebinarVideoPodcast on iTunesArticle1 = 10Email NewsletterSocial Media
  • 27. Chris Schroeder, App47Mobile app managementEducational tools“What’s Appening” podcast, iTuneseBooks, white papers, blogIDG: 72% of IT buyers read white papers
  • 28. Diana Hage, RFID Global SolutionBlogs every other weekIndustry solutions6-8 targeted keywordsConnects posts to social media:4 webinars per year2-3 closed deals per webinarPlus 5-6 inquiries they can nurture
  • 29. Paul Tomlinson, Mirus IT (UK)Managed Service ProviderTweets about topics that helpHashtags - #keywordMentions - @twitterhandle0 to 500 Twitter connections in 1 year
  • 30. HashtagsThe 25 Most Popular Passwords- If these apply to you,perhaps its time to change! http://ow.ly/eKLaC#thoughtfortheday#FridayFun Today is a cake day – the Great MirusBake-Off is Back! http://ow.ly/hXeie
  • 31. MentionsThe tinned food donations are coming in for@mkfoodbank ’s Big Little Give this week - good workTeam Mirus @Mirusit #biglittlegive@PT_MirusIT Paul Tomlinson of Mirus IT Solutionsbecomes Founding Member of Kaseya Customer andPartner Advisory Council http://ow.ly/dW5X9
  • 32. Unnamed PoliticianI wrote a blog after last electionAuto-posted as LinkedIn status updateHe read about it on LinkedInCalled to discuss ways to help him winnext election
  • 33. Gordon Tan, ClientHeartBeatWe followed his Twitter accountHe noticed and sent DM (directmessage)Connected offline
  • 34. Nurture leads that aren’tready to buyUse email analytics
  • 35. Lead Generation and NurturingOfferWhitePaper toget theircontactinfo
  • 36. Educatefirst Then peoplewill be opento yourpromotions
  • 37. DON’T SAYHey, I noticed you clicked on myarticle about disaster recovery.< THAT’S CREEPY! >
  • 38. SAYHi Sally, I’m calling because we’re noticingseveral companies like yours take a closerlook at disaster planning to protect assets.I wanted to check in to see if you’d like toexplore some options for ABC Solutions.
  • 39. The Story of Bob,Your Fierce Competitor
  • 40. This is Bob. Nice guy.He’s your competitor.He’s stealing your clients.
  • 41. He knows clients buyfrom people they likeand trust.What makes him likesome people?
  • 42. Then he thought…What makes himtrust a company?
  • 43. Hmm…What does yourmarketing say?
  • 44. Every Buying Cycle Stage.Every Decision Influencer.
  • 45. Sid Hoffman SoftwareWhite paper• How To Re-purpose TVClosed Caption Files ForInternet Video Distribution$60,000 dealwithin 1 month
  • 46. Praba Murugaiah StaffingSample interview questionsReading body languageTechnical webinarsDoubledannual growth
  • 47. Guy Wassertzug ServicesRevamped newsletterZero to page 1 on Google in 3 months#2 rank onGoogle
  • 48. #2 rank onGoogle in 3months!The Result: The Stars Align
  • 49. The IT Marketing Crash Course:How to Get Clients for Your Technology Businesswww.ITMarketingBook.com+1-301-825-5658
  • 50. Blog + Newsletter + Analytics = More Businesswww.presstacular.com800-475-1415
  • 51. ContactRaj Kheraraj@mailermailer.com301-825-5658 x800http://presstacular.com

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