Social Media For Brokers:

Transcription

1 This webinar will begin at 2:30PM Social Media For Brokers: Advertising for Social Strategy

2 Welcome

3 Previous webinars Personas Goals Tactics Saving time Tips and tricks

4 A statement from a broker We have a great social following, but we cannot seem to generate leads and sales.

5 POLL 1 How much do you currently spend on social advertising? 1. It is our main marketing outlay 2. Our spend is considerable 3. We run some adverts 4. We are yet to touch paid advertising

6 A solution through advertising 80% of enterprises say social media is the most important factor in digital marketing success.

7 Targeting Know exactly who you are communicating with

8 Time Communicate with them when they are looking to buy

9 Brand Visibility Get your word out to many more people

10 Audience Talk to your current audience in a more effective way

11 A statement from a marketer By using advertising in social, you can target the right people at the right time.

12 B2B or B2C? B2B Benefits B2C Benefits Higher lifetime value Higher engagement levels Less market competition Easier conversion due to a single decision maker Larger audience Cheaper to advertise to

13 Both B2B and B2C are marketing to people. Everything you will learn will be transferable!

14 So, what platform? Visits Form Fills Decision Makers Conversions

15 So, what platform?

16 Ask yourself What is my budget? Then test and test and test

17 Advert content

18 Considerations for all channels WHO Do I want to engage WHAT Will make them stop in their tracks? WHERE Do I want to send them WHY Will this help my business?

19 Who and Why? Persona Research Who are your potential customers What are they looking for How can you help them \] Previous webinar: Go to: to view webinar or to download slides

20 Where do you send them? Social Media Blog Lead Capture Product / Service Page

21 What will make them stop in their tracks? You have the blink of an eye to engage! These are mock-ups created for illustration purposes and are no way affiliated with Aviva or their product messaging Find out today how we can help you today 87% of business owners are overpaying for public liability insurance What engages most?

22 POLL 2 What advert would you have clicked? The one on the left The one on the right I didn t notice a difference

23 Top Tips These are mock-ups created for illustration purposes and are no way affiliated with Aviva or their product messaging Money talks People respond quickly to figures Use or % - It is an amazing way of building trust! It is product specific This makes you seem more expert Don t overdo it 87% of business owners are overpaying for public liability insurance

24 How will this help your business? Targeted Persona Sees LinkedIn Post Clicks To Read Article Shares with Followers Continual Advertising Leads to Return Visits Chooses You At Policy Review

25 4 steps to ad success! Persona motivation Money Time Ease Persona needs Product Service Hook (USP!) Award Something-est Images Eye catching

26 Not to overly flatter

27 But this is great

28 Don t Panic!

29 Just test! Facebook s Advertising Campaign Page (But all platforms offer similar)

30 Shout about what you find out!

31 POLL 3 What do you think drives your B2B customers to use you? Price Expertise Trust / Reputation Ease

32 The best adverts for your funnel

33 LinkedIn

34 Where do we see these ads?

35 Sponsored Content

36 Sponsored Adverts

37 Targeting Options

38 Job Seniority Schools Gender Location (required field) Job Title Company Industry Company Connections Basic Targeting Options Degrees Company Size Fields of Study Groups Age Followers Years of Experience Job Function Company Name Skills

39 These are expensive So be clear on your purpose

40 Matched Audiences

41 Lead Gen In An Ad!

42 Twitter

43 Types of ads

44 Types of ads you might use

45 Twitter Top tips Use Advanced Targeting Features Keyword Matching Followers Event targeting TV Targeting Keep an eye on budget in the Advertisers panel Zone in on local areas Is there a large business park where you already have a number of customers, you can advertise there! \]

46 Facebook

47 Audiences for brokers Core Audiences Select your audience manually based on characteristics, such as job title and industry Custom Audiences Custom Audiences help you find your existing customers and contacts on Facebook. You can use one of these sources to build your Custom Audience: Prospects or Customers (from CRM data) Website visitors (more on this in a second)

48 Creating Custom Audiences This is really easy!

49 How you get website visitor data

50 Options when the pixel is live Engaged users Service viewers Existing customers Form completions

51 Lead-gen ads

52 Facebook Top Tips Use Facebook to test messaging If you wants clicks to your site, use Carousel ad types Optimise for clicks

53 Facebook has some rules See if you can guess if you can use these adverts

54 Manage Your Finances With this New Tool

55 No Using personal terms such as your is a quick route to get ads disapproved. Alternatively, you could try: New Tool Helps Manage Finances

56 Free ebook!

57 Yes There is nothing in this sentence against Facebook s rules.

58 Perfect For Business Owners Like You

59 No This is implying you know something personal about the audience. Alternatively, you could try: New Product For Business Owners

60 Don t forget about Google

61 Display remarketing

62 Setting up! You need A Google AdWords Account The Remarketing Tag on your site Follow the simple steps here: \]

63 RLSAs

64 Final Top Tips 1. Have a clear goal 2. Take users on a journey 3. Give them multiple ways to convert at the end of the journey (eg. Lead Gen or Enquiry) 4. Enable Pixel / Remarketing Tags to save cookies 5. Use the Analytics tools to improve your adverts

65 Final Poll What would you like to see in the next webinar? Website Analytics and Reporting Value Paid Social Continual Optimisation

66 Thank You