Matt Heinz, president of Heinz Marketing Inc, provides a presentation on using social media to find and close new business opportunities without spending money. The presentation covers four steps: 1) quantifying business goals to define success, 2) creating clear customer profiles, 3) mapping the sales and buying process, and 4) planning to engage prospects through frequent content. Heinz then discusses specific social media platforms like Twitter, LinkedIn, and vertical industry groups to find and engage prospects, monitor discussions, and participate as a peer to build trust. The presentation emphasizes creating and sharing valuable customer-centric content to attract new prospects.

1. Using Social Media to Find and
Close New Business*
*(without spending a thing)
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

2. Housekeeping
• Copy of this deck
• Offers for you
– 10 minute brainstorm
– Successful Selling
– Secrets to Successful Social Selling
• Bring me a business card after the talk
– Write on the back which of the above offers
you want (“all of the above” is fine too)

3. Last Slide First
1. Find & engage prospects “upstream” before
they are active buyers
2. Participate in their communities as a peer to
build trust & credibility
3. Use research tools to customize approach with
new targets
4. Publish your own source(s) of value-added
content to attract new prospects to you
5. Marketing is too important to leave to the
marketers

4. Let’s talk about you first…

5. Your business objectives

6. Your business objectives

7. Prospect Engagement Funnel
Customer Targets (based on persona profiles) Next Step Accelerator
Ideas
Network-exclusive access to content
Network / Open Community Value-added special offers
Channels: Twitter, Facebook, Blog, LinkedIn Discovery events
Goal: Drive Registration White papers, top ten tips, etc.
Drip Marketing Testimonials, Success Stories
Channels: Email Newsletters, CRM System Profile-Specific Messages
Goal: Drive Active Prospects New product/service offers
Active Sales Cycle New Opportunity Alerts
Channels: CRM, 1:1 1:1 with Existing Customer
Goal: Sell In-Market Events
New Referral & Tell-a-Friend Offers
Customer Network / Community Invites

8. Calculating what you need
Assumptions
Product A ASP $ 15,000
Product B ASP $ 50,000
Opp/Close % 33.0%
Lead/Opp % 10.0%
Product A CPL $ 15
Product B CPL $ 35
Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS
Product A Sales # 50 56 63 69 238
Product B Sales # 8 9 10 11 38
Total Sales # 58 65 73 80 276
Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000
Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500
Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500
Product A Pipeline # 150 170 190 210
Product B Pipeline # 25 28 30 33
Total Pipeline # 175 198 220 243
Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000
Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000
Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000
Product A Leads 1500 1700 1900 2100
Product B Leads 250 275 300 325
Total Leads 1750 1975 2200 2425 8350
Product A Lead
Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500
Product B Lead
Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375
Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250

9. Four steps to a better plan
1. Do the math (quantify what success
looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets

10. Five questions to start
• What/who are your targets?
• What do they care about? What outcome
are they seeking?
• Where do you find them?
• What or who influences them?
• How do they want to engage and
(eventually) buy?

11. Every initiative is filtered through:
• Customers
• Products
• Objectives

12. Your customers

13. Listening

14. Listening via Twitter

15. Listening via TweetDeck

16. Vertical Groups
• ActiveRain
• SHRM
• ChurchCrunch
• Focus
What are yours?

17. What are they talking about?

18. The buying progression
Problem/ Solution Objective/
Pain Outcome

19. Social media for sales
• Target individuals and keywords
• Watch for early-stage buying signals
• Participate as a peer
• Teach sales & customer service reps to
interact directly
• Use tools to manage, assign, etc.

20. Top sales reps – social tips
1. Get new introductions from existing network
2. Get new introductions from others in their
organization
3. Watch for buying signals across the social Web
4. Build deeper, early relationships with new
prospects
5. Directly share information, become an expert,
generate a following

21. Finding more sales on Twitter
• Follow your prospects
• Follow your partners
• Curate customer-centric content
• Listen for buying signals
• Watch and use hashtags

22. Finding more sales on LinkedIn
• Read the Daily Digest…daily
• Join and participate in groups
• Keep your profile up to date
• Ask and answer questions
• Give recommendations
• Ask for specific referrals and introductions

23. Nine Social Selling Tools
1. HootSuite
2. Nearstream
3. TweetAdder
4. Dlvr.it
5. Timely.is
6. UnTweeps
7. TextExpander or ActiveWords
8. Email Alerts
9. Morning Coffee

24. Three types of social content
2.Proactive
3.Reactive
4.Participatory

25. Three content questions
• What do I want people to see, hear and/or
learn?
• What do I want people to think?
• What do I want people to do?
#loopfuse

26. Custom messages by role
Audience Drivers Pain Points
n Value Propositions (bullet points)
e s t Key Messages
y
Vertical #1
l
CEO
IT/CIO
CFO
CMO
Audience Drivers Pain Points
n Value Propositions (bullet points)
e s t Key Messages
y
Vertical #2
l
CEO
#loopfuse

27. Your anchor

28. Planning content
Week 1 Week 2 Week 3 Week 4
Theme 1
Theme 2
Theme 3
Theme 4

29. Editorial calendar example
Market Leader
Q2 2010 Editorial Calendar
Q2
May June
Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28
Corporate Theme Spring Season Heats Up New Vision for Real Estate Industry Are you growing your market share?
Content Theme Bringing it all together to grow your business
Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles 200th MLS
Keynote Recap
Industry Calendar Mid-year NAR
Broker Ops (Bob) Agent productivity tools - Creating a customer- Top 10 reasons why 12 ways to motivate,
what's recommended, centric brokerage (blog) brokers should care about excite and retain your
what's working (blog, AR) social media (blog, AR) agents (blog)
Broker LinkedIn Group Questions What productivity tools are What does customer- How many conferences to What is your brokerage How has business been What are your best What is your brokerage How much training do you
your agents using? Any centric mean at your do you attend each year? doing with social media? since the home-buyer practices for motivating, doing to encourage and provide your agents?
that have been adopted brokerage? What are Which are your favorites Can you measure specific credit expired? What new exciting and retaining your facilitate teamwork and What topics do you focus
across the brokerage? your best practices around and why? new business from these promotions have you agents? resource sharing? on?
Training & Education
this? investments? instituted to replace it?
Leadership (Ian) The best customer service Early listing season Why listings matter even Attracting & recruiting
advice I ever received observations (blog) in a buyers market (blog) agents (blog)
(blog)
Agents & Teams (Scott) How to share best Team collaboration best How to be more efficient Combining resources
practices across your practices (blog, AR) when you don't always across a team to increase
team (blog, AR) share the same marketing impact (blog,
workspace (blog, AR) AR)
Sales & Marketing Advice (anon) Five seller appeasement Seller marketing tips from Best practices for listing
strategies that won't break real estate veterans (blog, presentations (blog, AR)
the bank (blog, AR) AR)
Search & Web Tips (Thad) How to increase your Why your Web domain is How to be immediately How to help local Using social media to
Twitter followers (blog, so important (and why it's responsive to your Web buyers/sellers find your market your listings (blog,
AR) not) (blog, AR) leads (blog, AR) Web site (blog, AR) AR)
Market Leader Voices Guest Posts: Broker Web site success stories (pull Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader
Leadership Commentary
from Exit customers)
Five Ways to be a Market Leader 5 ways to improve your 5 ways to build a business 5 ways to instantly TBD TBD TBD TBD TBD
(Video) search results (Thad) within a business (Ian) improve your customer
service (Scott)
Ian's Leadership Videos Five Characteristics of a Building a Customer- Why Lead Management Knowing when technology
Successful Real Estate Centric Brokerage Matters (and why it's often is important, and when it's
Business ignored) not
#loopfuse

30. Five common content
marketing mistakes
1. Not having a plan up front
2. Writing for the company instead of the
customer
3. Not encouraging and participating in two-
way communication
4. Not promoting, aggregating and curating
great content from others
5. Only producing written content
#loopfuse

31. Repurposing
#loopfuse

32. How to create more content
• Write more ideas down
• Keep a single, ongoing list of those ideas
• Ideas, then outlines, then drafts
• Write ahead of time
• Use guest contributors
#loopfuse

33. 10 sources of content inspiration
1. Customer questions
2. Stuff you read
3. People you disagree with
4. Your customer-facing teams
5. Trade press
6. Conferences, panels & Webinars
7. Twitter hashtags
8. LinkedIn Answers
9. The news
10. Things you see that are dumb
#loopfuse

34. “Reactive proactive”

35. Your Daily “Punch List”
• Read & Filter
• Publish & Republish
• Syndicate
• Engage

36. What you’ll see…

37. What you’ll see…

38. Gist as your dashboard

39. Participation Best Practices
• Share
• Don’t sell
• Be a trusted advisor
• Don’t sell
• Connect, recommend, refer
• Don’t sell

40. One thousand options…

41. Last Slide Last
1. Find & engage prospects “upstream” before
they are active buyers
2. Participate in their communities as a peer to
build trust & credibility
3. Use research tools to customize approach with
new targets
4. Publish your own source(s) of value-added
content to attract new prospects to you
5. Marketing is too important to leave to the
marketers

42. Don’t forget…

43. Questions?