boosting your internet presence to grow your...
TRANSCRIPT
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?
The social networks your clients use Yes, this means Facebook profiles LinkedIn as a research and connection tool Listening and engaging are essential
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
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.
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.
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”
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
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
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
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…
• 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
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