Digital Marketer Nuggets

So you missed Digital Marketer’s latest webinar on social selling? Have no fear…I took notes and I’m willing to share.

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  • The customers you already have, you’ve spent money to acquire them. Keep them happy and give them more. 
  • Ascension – using social media to graduate a customer or prospect from one stage of a funnel to the next
  • Always be looking for an “Ascension Path” from paid traffic, search, etc. to the next step. 
  • Send traffic to a page – the only goal is to capture a lead.
  • Lead capture —> Sales Page —> Order Form—> Upsell —> Down/upsell—> Thank You page
  • Get them into the funnel and ascend them – buying more stuff from us
  • Retention: Using social media to reduce churn and increase purchase frequency. (decreasing cancellations or defections)
  • people buy from who they know, like, and trust
  • Use value first offers to drive traffic out of social media. 
  • Embed offers in content – “put billboards in your content” you’re driving traffic to your content, hang your own billboards along your own highway.
  • 80% ungated (blog content, podcast), 10% gated, 10% flash sales/deep discounts
  • Upsell from Deep Discount – not making money from discounts, just creating value to drive traffic and then you make relevant upsells
  • You sell 100 Rolex watches, some percent would buy the next level up, or they would have purchased a second one.
  • You don’t sell on social, you come in with front end value. 
  • If you want to sell $1,000 things to people, you need to build up an email list. 
  • Retention – keep the customers you already have happy (social customer service)
  • 67% complain via social media – failure to respond to this will increase churn rate
  • people who have their issues addressed spend 20-40% more with those companies
  • Feedback Loops – Lowes has an app that they send folks to as their customer service feedback loop process
  • 3-Step Customer Service process
  • 1. Respond in a timely manner. The longer you wait, the worse it gets on social media (internet time is not like real time is moves much faster)
  • Create a “you’ve been heard” response with a resolution provided within 24 hours
  • 2. Empathize – agreeing that you feel the same way in their shoes
  • “We undestand that you have had a bad experience…”
  • “We are so sorry to have caused you an inconvenience…”
  • Include an empathy statement
  • 3. Move the conversation to a private channel
  • Much easier to talk one-on-one with someone rather than letting the public chime in and escalate. If it’s simple public is fine, but for most CS issues move to private. 
  • Use social listening tools – conversation prism
  • Even on channels that you monitor it can be hard to catch. 31`% of mentions don’t include the Twitter handle. 
  • Hootsuite – A way to monitor your social accounts
  • Create a private group to give members a sense of exclusivity and retain them. It’s a 24/7 retention tool. There’s always someone awake in DM Engage.
  • Increased customer satsifaction.

A big thanks to the folks at DM for all of these great nuggets on social selling. I was particularly interested in the community management aspect, since I run our Facebook page here at BlitzMetrics. I’m going to have to try creating exclusive Facebook groups for qualifying specialists, businesses, and partners as a form of retention and customer service.

What do you guys make of this? Let me know in the comment section below.

4 Hacks For Writing More Authoritatively

No matter what industry you belong to, if you’re a professional with a process that’s tried and true, you can build authority.  The next step is to produce valuable content around your expertise.

Here are a few hacks on authoritative writing that we use at BlitzMetrics…

Hack #1: Quote the people that you’re trying to incept. It’s easy to quote the authoritative content of others and since you’ll be lifting these people up, they’ll want to share your content in return. I’m running personal branding for our CTO, Dennis Yu, who’s an influencer in the digital marketing industry. You can see here or here that I share content featuring Dennis all the time…if it’s high quality, of course. It’s a bit like a climbing a ladder and building it along the way with the support (rungs in this analogy) of others.

Hack #2: Tone is important. In order to be perceived as an expert, it’s crucial to capture the right tone – clear, concise, and educational. Our friend Larry Kim is good at this. Try to capture the message in as few words as possible since people are too busy to read wordy articles. You don’t want people to stop reading in the middle of your article.


Hack #3: GCT – Goals, Content, Targeting . All of these must be aligned for the highest degree of success and authority. Naturally, if you’re an expert in your niche, your content will have authority. If you’re in the wealth management industry, for example, your goals drive content about how to help people manage and augment their financial standing. Folks who you target will notice and want to solicit your services over firms like Merrill Lynch and Morgan Stanley.

Hack #4: Build case studies and refer to them. Proof of process is the ultimate and most undeniable form of authority – it’s as simple as that. So take screenshots, create checklists, and compile your client endorsements. People care more about what others have to say about you than what you say about yourself.

Do you have a strategy that’s been working for you? I’d love to hear about it:

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