CLIENT ACQUISITION THRU SOCIAL SELLING LAURA VIRILI Keynote Speaker Social Media Relationship Management @LauraVirili
IMAGINE A PARTY You decide the guest list Runs 24 hours a day, seven days a week You can visit or leave whenever you like You can speak to any guest or ease drop on any conversation at any time All the guests have their own parties that you may be able to attend as well
DIGITAL REVOLUTION 43% of advisors report a return on investment from their social media use. (Investment News) Daily Usage of devices 45% of mass affluent investors consider Facebook a source for investment and financial needs, (Kevin s slide) while 42% would go first to LinkedIn. (Millionaire Corner) 60% of those who prospected on LinkedIn successfully gained new clients as a result (LinkedIn) 63% of mass affluent consumers take action after using social media to learn about financial products and services. (ThinkAdvisor) 59% of online adults over the age of 65 use Facebook. (Lyft Marketing) LauraVirili.Com
YOUR ONLINE BRAND YOUR CONNECTIONS SOCIAL PROSPECTING
3 PILLARS OF SOCIAL MEDIA 1. 2. 3. Open = Website Professional = LinkedIn Personal = Facebook
YOUR WEBSITE KEY ELEMENTS
YOUR WEBSITE Social Media Search Engines Your Website Contact Info Credentials Articles/Press
YOUR WEBSITE Name of Practice / Firm Professional Photo you and your team Your credentials Contact Info Links to white papers, research, thematic content
KEY ELEMENTS
400M+ members 2 new user per second 40% of user check daily 28% of online US adults 50% of visits are mobile 41% of users are Millionaires Source: LinkedIn
YOUR LINKEDIN PROFILE IMAGE Your Photo Tips: Professional photo Business casual Engaging & friendly From waist, chest or shoulders up Cropped & sized correctly Great background, outdoor shots are fabulous!! Profiles with photos get 16x more views than profiles without photos. Check out cheat sheet for tips & tricks. Source: LinkedIn Images: Stan Kaady Photography
YOUR NAME & HEADLINE/TITLE Name: Add designations, certifications and advanced degrees: MBA, CPA, CFP, CRPC, etc. - 60 characters Title: Shortened version of your profile - 120 characters
NAME & HEADLINE/TITLE Headline/Title: Keyword Headline professional keywords with personal interests/activities. EXAMPLE: Influential Marketing Professional Google Analytics Guru World Traveler Yoga Enthusiast Power Statement Headline tells your story, compels people to want to read more! EXAMPLE: Tech Specialist Devoted to Creating Stable, Scalable Solutions for Businesses Vice President Technology Manager XYZ Corp.
COMPLETE CONTACT INFO Because Contact Info is only visible to your 1 st degree connections, be sure to add the Additional Info/Advice for Contacting section for anyone visiting your profile to see that info:
CUSTOMIZE YOUR URL! LinkedIn will assign you a random URL. To make your profile more easily searchable on Google and for others looking for you, change the URL to something that better matches your name. In edit mode, click on the gear icon next to your name. If available, use just your first and last name. Be sure to Save once complete.
YOUR SUMMARY Personal feel Humanize yourself Written in the first person This is what I do This is why I do it This is how I do it I welcome a connection if Contact Info Common misspellings (your name, company, etc.) Hire a professional writer who can convey what makes you you and your services unique and desirable. T: 804-750-2555 bob@andersadvertising.com
YOUR EXPERIENCE Describe your current position List your previous experience Rule of Thumb: For your current and previous experience keep text concise and to the point. No more than a sentence or two, no more than 2-3 paragraphs per position. Remember to use keywords! FINRA considers LinkedIn Recommendations advertising. Hide them!
SKILLS/ENDORSEMENTS FINRA considers LinkedIn Skills/Endorsements advertising. Hide them!
Branding & Search-ability Join up to 50 Displayed on your profile Networking Niche Markets Hobbies Alumni Professional Designations Charitable GROUPS! 35.5% of LinkedIn Users are in 1-9 Groups. Source: SmartInsights Inc.
GROUPS: ATTRACTING IDEAL CLIENTS Consider joining groups: o Comprised of like-minded individuals o Focused on the services you provide Attract ideal clients by: o Initiating insightful dialogues o Demonstrating your subject matter expertise by answering questions posted by other participants Sales Professionals Attract Ideal Clients thru LinkedIn Groups! Then stay active in the most relevant Groups, 3-5 is ideal & manageable.
GET INFLUENCED Follow Your Company s Influencer (if applicable) Follow People You Admire Both Personally/Professionally
ACT LIKE AN INFLUENCER Share Firm Approved Content Publish on LinkedIn* Get Noticed Stay Top of Mind & Tip of Tongue * Check with your firm s compliance group regarding e-communications created in support of you and your practice. FINRA may classify it as adverting.
STAY IN GOOD COMPANY Follow Your Company Follow Your Competition Follow Companies of Interest
YOUR COMPANY PAGE Picture Importance of Ensure content is SEO friendly Add a Follow button to your website/email signature Share updates
KEY ELEMENTS
1.55B 1.01B 20+ 65% 14 People on Facebook Facebook daily active users Time spent on Facebook daily Users logged on with a mobile device Number of hours mobile users spend on Facebook monthly Source: Digital Marketing Stats, Nov 2015
Deepen Relationships & Maintain Communications Monitor Major Life Events Most Have Financial Implications Allow Clients & COIs See Your Personal Side Passions & Interests are Shared Gather Intel on Clients, COIs & Prospects Generate Additional Touch Points Create Visibility & Show Human Side Be a Presence
STAY FOCUSED 1. Spring Cleaning 2. Just the Right Mix 3. The Client List 4. The Prospect List 5. The COI List
CONNECTIONS: YOUR BIGGEST BUSINESS ASSET
YOUR NETWORK CONNECTIONS CONNECTIONS LinkedIn is based on varying degrees of connections comprised of people called Connections - who are directly or indirectly connected to you. o 1 st Degree Connection someone you have added to your network or they have added you to their network. 1 st degree connections are directly connected to you. 1 st Degree Connection o 2 nd Degree Connection a person connected to you 1 st degree connection but not directly to you. o 3 rd Degree Connection someone connected to a 2 nd degree connection. You Your Contact 2 nd Degree Connection Your Contact s Connection
YOUR NETWORK WHO Clients Prospects Alumni Friends & Family Centers of Influence Community Leaders Professional Acquaintances Former Colleagues The Next Generation Loose Connections! LinkedIn is only as powerful as you build your network to be!
YOUR NETWORK HOW/WHEN Personalize the Invitation Request! Location met Something in common Support offer or value Follow-up Contact Info
YOUR NETWORK HOW/WHEN Send Immediate Thank you Message: 1. It shows that you care 2. Plant the seed for future conversations One Week Later Send Giver Message: 1. Stay top of mind, tip of tongue 2. Offer to help by making an introduction
Step 1: View Your Connections 1. Go to Connections on menu bar 2. Sort by > Last Name 3. Filter by > Connections Only CLEANING UP YOUR NETWORK 1 LinkedIn defaults to Sort by > Recent Conversation, Filter by > All Contacts 2 3
Step 2: View Your Connections/Remove 1. Mouse over the More option 2. Select Remove Connection They are NOT notified you removed them. CLEANING UP YOUR NETWORK 1 2! Your ability to get introductions on LinkedIn is only as strong as your LinkedIn network!
EXPANDING YOUR NETWORK - PEOPLE YOU MAY KNOW Don t just click the Connect Go to their profile and personalize the message.! 65.2% of LinkedIn users say People You May Know is one of the most helpful features. Source: Smartinsights.com
KEEP IN TOUCH - DAILY TIME BLOCKING Daily Actions Respond to messages/invites in LinkedIn/Facebook Review LinkedIn/Facebook Newsfeed Like, Comment and/or Share Review My Network > Connections Feature - Congratulate (new job, work anniversary) - Wish Happy Birthday - Like, Comment and/or Share on a Connections Post Review LinkedIn Who s Viewed Your Profile Review Facebook Lists for birthdays, vacations, new baby, etc. LauraVirili.Com
SOCIAL PROSPECTING Social Triggers Social Listening Warm Lead List Creation
RESOURCES SOCIAL MEDIA COACHING: LAURA VIRILI LAURAVIRILI.COM INFO@LAURAVIRILI.COM 609-540-8901
APPENDIX
Top LinkedIn Elements Specs* Details KEY ELEMENTS CHECKLIST Photo 200x200px Professionally taken, business casual, friendly, engaging, approachable Name 60 chars Display your name as people know you. Include designations, certifications, advanced educational degrees Headline/Title 120 chars Shortened version of what you do. Chose a keyword headline or a power statement headline Contact Info Complete your contact info, only visible to 1 st degree connections Custom Website URL 256 chars Customize your LinkedIn URL, you have 29 characters after www.linkedin.com/in/ Summary 2000 chars Differentiate yourself, written in the 1 st person, opportunity to make the right people feel a connection to you, humanize yourself. Add keywords! Experience 2000 chars A paragraph or two for each position you have held. Include only relevant positions. Groups Up to 50 Join Groups, order them so the 7 most important show on your profile, stay active with your top 3-5 groups thru relevant contributions Influencers 500+ There are 500+ LinkedIn Influencers, follow the ones that you admire from a personal and professional perspective Companies unlimited Follow your company, your competition and companies of interest Publisher 40k Publish on LinkedIn just like an Influencer share your subject matter expertise and thoughts * Details including sizes (in pixels), character limits, availability, etc. as of June 2015