Boosting Your Internet Presence to Grow Your …media.octoberresearch.com/ns314/materials/Day1/110_Boosting_Your... · Boosting Your Internet Presence to Grow Your Customer Base .

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

“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

“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

Since it’s all about relationships, where do we focus our efforts?

Let’s start with where NOT to:

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

We’ll start with Facebook

Filter the noise

Target the message

Custom Friend Lists

Custom Facebook Friend Lists

Don’t use Smart Lists

One of many ways to create lists

Assign unique names

Ready to populate

Find friends and click

List roster and suggested members

A look at a list

Target outgoing messages

Inline Audience Selector

Review before posting

Expand audience if necessary

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

Overcoming the LinkedIn Dead Zone

3 Ways to build your business through LinkedIn

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.

©2014 WSI. All rights reserved.

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.

Strategy #1 Creating a Customer-Centric LinkedIn Profile

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

Top LinkedIn Profiles = It’s Not About You!

2 Strategies to Maximize Your Profile

1. Headline 2. Summary Section

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”

Use multi-media & provide calls to action

Strategy #2 Leveraging Groups to Reach

Customers for Free

©2014 WSI. All rights reserved.

Everyone Is Familiar With…

Look for Who You Know In Common:

2nd degree connection

You Must Ask for an Introduction on 2nd & 3rd Degree Connections

How to leverage groups for FREE

In Common: You’re looking to share a common GROUP

Find a customer you want to develop a relationship with:

2nd degree connection

Enter Group and Search Members

Search Members

Click Here

Find “Send Message”

SPEAK to your TARGET AUDIENCE

Double Potent – will be emailed & LinkedIn Inbox

Filter within your shared Group members for an endless supply of potential connections

Filter through ALL your LinkedIn Groups for greater Opportunities

LinkedIn Groups HARNESS THE POTENTIAL

Suggested breakdown of your Groups. 1. Your Industry 5 2. Vertical and/or Territory 10 3. Customer Personas 35 TOTAL 50

Strategy #3 From Spammer to Influencer With Content

©2014 WSI. All rights reserved.

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, email, call, email, call, email…

Social Seller – sharing content post conversation to continue to help the buyer along their journey.

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 – email tagging into folders • Complex – website aggregator tools

©2014 WSI. All rights reserved.

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

Sharing with LinkedIn

To your 1st degree connections

To any of your 50 groups

To any person(s)

Best Practices in Commenting:

SPEAK to your TARGET AUDIENCE

- No more than 120 characters - Leverage #hashtags @mentions - Questions, Negative pain-points go viral

Share your content multiple times

.VS.

Post multiple times, with different Headlines

Different buyers notice different trigger words…

Notifications – vantage to all your daily/weekly activity

• 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

Recap - Action Steps

Social Farming

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

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

Social Farming Steps

Do not rush in Use lists

Gather intelligence

Find common ground Personal and professional

Alert via comments, likes, retweets and favorites

Interact regularly Ask follow up questions

Leverage marketing materials Avoid being creepy stalker

Avoid the sales pitch Post curated industry content

Share specific valuable content

Andre’ Savoie www.MyWSIConsultant.com [email protected] 504-669-3207 Facebook.com/asavoie1

Bill Risser ChicagoTitleArizona.com [email protected] 480-270-4590 @billrisser Facebook.com/billrisser

QUESTIONS