Boosting Your Internet Presence to Grow Your Customer Base

Transcription

1 Boosting Your Internet Presence to Grow Your Customer Base 4:00 5:10 p.m. Bill Risser, VP New Media and Education, Chicago Title Arizona Andre Savoie, Social Media Consultant, WSI Digital Marketing

2 It no longer makes economic sense to send an advertising message to the many in hopes of persuading the few. M. Lawrence Light Former Chief Marketing Office McDonalds

3 Listening is one of the most important things a brand can do online. If your brand is just broadcasting its own agenda, it isn t truly engaging in a conversation. Jeremy Goldman Author

4 Since it s all about relationships, where do we focus our efforts? Let s start with where NOT to:

5 Since it s all about relationships, where do we focus our efforts? The social networks your clients use Yes, this means Facebook profiles LinkedIn as a research and connection tool Listening and engaging are essential

6 We ll start with Facebook Filter the noise Target the message Custom Friend Lists

7 Custom Facebook Friend Lists

8 Don t use Smart Lists

9 One of many ways to create lists

10 Assign unique names

11 Ready to populate

12 Find friends and click

13 List roster and suggested members

14

15 A look at a list

16 Target outgoing messages

17 Inline Audience Selector

18 Review before posting

19 Expand audience if necessary

20 Vast majority of our current and potential clients are active on Facebook. We have to learn how to be effective and efficient We also need to trust our employees to engage in relationship-building activities

21 Overcoming the LinkedIn Dead Zone 3 Ways to build your business through LinkedIn

22 My Background WSI Digital Marketing Consultant 7 Years with WSI in New Orleans Ranked in top 25 globally 14 Years Writing Mortgages Contributor to WSI s Book: Digital Minds: 12 Things Every Business Owner Needs to Know About Digital Marketing MBA from Loyola University 2014 WSI. All rights reserved.

23 2014 WSI. All rights reserved.

24 3 Strategies We Will Cover 1. Creating a Customer Centric Persona 2. Accessing Customers for Free via Groups 3. Going from Spammer to Influencer with Content 2014 WSI. All rights reserved.

25 Strategy #1 Creating a Customer-Centric LinkedIn Profile

26 Attract Your Ideal Client Your LinkedIn profile should NOT be an extension of your resume!

27 Top LinkedIn Profiles = It s Not About You!

28 2 Strategies to Maximize Your Profile 1. Headline 2. Summary Section

29 Headline Your Value Statement When a buyer sees when you review their profile and/or appear in a keyword search: Photo Headline Headline must describe exactly how I can add value to your business

30 Use multi-media & provide calls to action

31 Strategy #2 Leveraging Groups to Reach Customers for Free 2014 WSI. All rights reserved.

32 Everyone Is Familiar With 2 nd degree connection Look for Who You Know In Common: You Must Ask for an Introduction on 2 nd & 3 rd Degree Connections

33 How to leverage groups for FREE Find a customer you want to develop a relationship with: 2 nd degree connection In Common: You re looking to share a common GROUP

34 Enter Group and Search Members Click Here Search Members

35 Find Send Message SPEAK to your TARGET AUDIENCE Double Potent will be ed & LinkedIn Inbox

36 Filter within your shared Group members for an endless supply of potential connections Filter through ALL your LinkedIn Groups for greater Opportunities

37 LinkedIn Groups HARNESS THE POTENTIAL Suggested breakdown of your Groups. 1. Your Industry 5 2. Vertical and/or Territory Customer Personas 35 TOTAL 50

38 Strategy #3 From Spammer to Influencer With Content 2014 WSI. All rights reserved.

39 Sharing Content The Key To Overcoming the Dead Zone Dead Zone the uncomfortable silence a sales rep feels when a customer isn t returning their calls. Old sales rep call, , call, , call, Social Seller sharing content post conversation to continue to help the buyer along their journey.

40 Sorry, but you DO need content Locate the Top 10 blogs, news sources, etc. which publish credible information Follow competitors (local or other markets) Organize: Lots of tips for organizing content Simple tagging into folders Complex website aggregator tools 2014 WSI. All rights reserved.

41 Content Sharing best practices 4 Rules to follow: - Always have an insightful comment - Share your content multiple times - Connect with customers reading your content - Bring influencers into the conversation

42 Sharing with LinkedIn To your 1 st degree connections To any of your 50 groups To any person(s)

43 Best Practices in Commenting: - No more than 120 characters - Leverage - Questions, Negative pain-points go viral SPEAK to your TARGET AUDIENCE

44 Share your content multiple times Post multiple times, with different Headlines.VS. Different buyers notice different trigger words

45 Notifications vantage to all your daily/weekly activity

46 Recap - Action Steps Take an objective look at your profile. Would you work with yourself? Work on adding a value statement to your headline Use multimedia & calls to action to make your profile standout Find 20 groups to join. Identify a Top 10 list of places you can get content. Begin sharing content 3-5 times per week. Be specific about who you share with and why. Don t be afraid to use mentions / hashtags

47 Social Farming A new approach that does not replace traditional sales methodologies, but uncovers new prospects and customers, and helps build relationships

48 Social Farming Steps Listen and Monitor Identify Prospects Follow Prospects Find Common Ground Engage as an Industry Expert Become a Trusted Advisor

49 Do not rush in Use lists Gather intelligence

50 Find common ground Personal and professional Alert via comments, likes, retweets and favorites

51 Interact regularly Ask follow up questions Leverage marketing materials Avoid being creepy stalker

52 Avoid the sales pitch Post curated industry content Share specific valuable content

53 QUESTIONS Bill Risser ChicagoTitleArizona.com Facebook.com/billrisser Andre Savoie Facebook.com/asavoie1