Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Jeff Molander

Making Social Sell

By Jeff Molander

About Jeff

If you're a business owner or marketing executive who wants insightful, jargon-free tips on making social media work for your business—FAST—you're in the right place. Jeff Molander is the authority on making social media sell. He's an international speaker, publisher, adjunct digital marketing faculty at Loyola University and an entrepreneur who co-founded the Google Affiliate Network. His book, "Off the Hook Marketing: How to Make Social Media Sell for You," is first to show how fans, readers and followers can be converted to leads, subscribers and sales. Make Social Sell is your practical resource on making social media produce leads and sales.

 

Keeping Search Profitable

Amanda G. Watlington, Ph.D.
#Mobilegeddon Is 2015’s Y2K for SEOs
May 26, 2015

Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious...



The Power Punch

Carolyn Goodman
Marketing Awards: What Are They Good For?
May 22, 2015

When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always...



Here's What Counts

Chuck McLeester
Why Won’t Millennials Call Me?
May 21, 2015

Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



Search Made Simple

Phil Frost
How to Double Your Landing Page Conversion Rates With 6 Easy Tune-ups
May 20, 2015

One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page....



The Data Athlete

Mike Ferranti
Target Marketing Analytics Isn't Reporting
May 19, 2015

Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when...



Creative Caffeine

Dani Cantor
10 Marketing Clichés I'd Challenge to a Fight if I Met Them in the Street
May 18, 2015

There you are, minding your own business, when it rounds the corner and rams into you full speed: the copywriting...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail: A New Perspective
May 14, 2015

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a...



Ruthless B-to-B Marketing

Ruth P.  Stevens
A Case Study in Data-driven B-to-B Customer Acquisition Marketing
May 14, 2015

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B...



Reinventing Direct

Gary Hennerberg
Why Direct Mail Won’t Die
May 13, 2015

You've seen the proclamations over the years that direct mail is near death, along with the counter-arguments that it's nowhere...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Psychology-Based Marketing

Jeanette McMurtry
Dysrationalia and Other Consumer Disorders
May 12, 2015

It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied...



Marketing Sustainably

Chet Dalzell
Benchmarking: There's No Such Thing as an Average 2% Response Rate
May 11, 2015

It seems easy enough to answer the question: How to know if a marketing campaign measures up? But managing client...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Social Media for Sales Prospecting: A Document Management Success Story

 

Ed Worthington is getting more face-time with B-to-B decision-makers—and selling more office copiers, printers, scanners and document shredders than before—using a ridiculously practical social media technique. He's signing more contracts faster, more often and easier than ever before at Maryland-based document management business Action Business Systems.

Ed is getting more appointments more often, too—improving his response rate by 20 percent using a clever, down-and-dirty YouTube technique. Using social media for sales prospecting is easy for him and can be for you, too.

Sales people (and marketers who support them) who invest time in learning Ed's technique are better positioned in 2013 to generate more appointments (and sales) by connecting in meaningful ways with decision makers. 

Here's what I learned in an interview with Ed. Listen up. Apply his practical technique. Make social media create B-to-B sales leads and become one of the few B-to-B social media sales success stories out there!

How Ed Is Making Social Marketing Pay Him
To get the attention of decision makers, convert it into an appointment and ultimately close more deals, Ed uses short, pithy videos shot on his Blackberry and uploaded to YouTube.

Sure, Ed's a lively character with a sense of humor and Action Business Systems is a clear leader. But Ed's videos are focusing less on culture, history of the company, how funny or "human" he is. He's leaving those time-wasters for his competitors.

Ed gets more appointments and more leads because he's trusting his selling instincts—not reinventing the sales/marketing process with social tools. He's demonstrating an ability to solve problems in innovative ways that help prospects create distinctive market position and grow.

Video is just one piece that creates distinction for Ed. He is also blogging in ways that his competitors aren't. He's leaping ahead of them by helping prospects:

  1. Make better decisions, learn new skills, avoid dangerous risks, determine best fit and
  2. Build confidence in themselves and, thereby, manufacturing trust in him/his brand.

Follow These NON-Technical Steps
Instead of following the endless stream of techie tips-and-tricks of social media "experts," this sales rep feeds his family by using social media in ways that exploit age-old (proven!) techniques to sell document management services and machines.

"The customer needs to feel like this can happen. 'I can buy a copier from this guy without this thing blowing up in my face' ... and how are they going to feel like that can happen? If they trust me, have confidence in me. Well, how are they going to get that?" says Ed.

The answer is on his blog, in his videos, downloadable e-books and "insider" Buyers Guides.

When blogging, using LinkedIn Groups or otherwise using social media for sales prospecting, Ed says to create:

  • Confidence: Shine a light on success your unique perspective brings; do it in a way that gives prospects clarity; help the customer feel like they can experience success too.
  • Curiosity: Explain your remedy in a way that creates clarity AND active curiosity. This creates response (leads!)
  • A Way: Show prospects a way to take immediate action on the thought you just provoked; help them choose a pathway to respond and get more detailed information on the remedy.

The Secret to Success: Solving Problems
Ed spends a lot of time creating tutorials—teaching prospects and customers how to determine a best fit for their specific situations. Why? It creates leads. Here are some of the titles of his publications, which—you may notice—are optimized to get attention of humans and search engines.

  • Copier Service Contracts: What You Really Need to Know
  • Which Copier Should I Buy?
  • How Fast Does My Copier Need to Be (really)
  • How to Earn Trust Quickly & Convert it to a Sale

Ed's tools help prospects take action—accomplish the handful of things that must happen before they can confidently purchase. Hence, Ed creates miniature results—in advance (successes) for his customers.

This make Ed look like an expert but also creates confidence in prospects and trust in him—because HE is the source of what gave them confidence.

This is what most sales reps and marketing teams overlook when applying social media with leads in mind!

Start Here, Free
Listen to Ed Worthington describe his successes and how he's making it happen in more detail in this three-part audio interview series where he reveals how to get copier sales leads with social media.

Companies Mentioned:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: