fast fowarding your web and social media strategy
DESCRIPTION
These are the slides from a recent presentation to financial advisers. Most professional will get value out of them. What captured the audience was the question ' If you decide not to talk to your clients online, who will?TRANSCRIPT
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Fast ForwardYour Web and
Social Media Strategy @ColinTWilliams
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About Colin WilliamsLong career in wealth management working for
ANZ, Challenger, ipac, Rabobank and AMPFinancial Planning and Marketing –
SM/GM/DirectorFormed HFS in 2011Why?Always loved the internet (inc gadgets) and what
technology bringsI believe we are only scratching the surface of
possibilities through web and social mediaThe web is exciting – Where the action is 24/7/365
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To Think AboutSocial Media – A marathon not a sprint...but the gun
went off several years ago!It is no longer an option to be just on social media –
you have to be effectiveTraditional Push marketing (one way messaging) is
now seen as ineffective – death of Yellow PagesPull marketing is in – Engagement and conversationYour website will have more visitors than your officeTransparency and Authenticity in everything we do
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If you decide not to talk to your clients online – who will?If you make the decision not to have a web and
social media strategy, it does not mean that your competitors will make the same decision
Advice businesses are now seeing the opportunity to capture new clients via the web and social media and they are more than happy to take yours
More and more people expect you to have a social media presence, just as they expect you to have email and a mobile phone
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Digital Marketing, Great For Small Biz
Marketing Budget - Not as important
as it was. Reach is Free
How you plan and implement is now critical
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Social Media Disrupting MarketingWhat has NOT changed
Need a clear VisionKnow your target market
What HAS changedNew platforms – disrupting traditional mediaOne way messaging is deadMonitor/measure/learn and adapt – Speed
What’s newNeed to be tactical – now critical (cant ignore day
to day activities)Personalities taking over brand - engaging
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Rise of Web Marketing
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Who finds Who? Sales funnel Dead?
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Financial Services + SM AustraliaAll major institutions and corporations are on-boardSmall business now taking it seriouslyFew are doing it well but progress being made - fastBanks turning ‘negative’ Facebook comments
into opportunitiesTwitter used as a distribution of newsLinkedIn and Twitter very popular among advisersSpokespeople being used to engage
opportunities – Easier for Small biz than corporations
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Refresher - Social Media PlatformsFacebook – Family and Friends, est 90% of
households access to Facebook LinkedIn – Popular with professionals including
financial advisers Twitter – Crosses all sectors – The new News
sourceGoogle Plus – Not taken off but beginning to be
popular with businessInstagram – Images and link to SM platformsYouTube, Slideshare – Used with SMBlogs – What people share (Wordpress and Tumblr)
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Your Goals on Social MediaSocial Media = Real Time Communication
ToolsOpportunity to:
Communicate to manyBe part of conversationsHelp be top of mind with your clients/prospectsSeek news for your business/industryFind news on your competitorsGather news on your clients/prospects.Direct people to your website - Important
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Mistakes on Social MediaLooking to seal the deal on the first date!Starting with no planUnsure of target market – shotgun approachLack of content – nothing to sayInability to capture opportunities as they ariseScared of saying the wrong thingSelling what you do – 16,000 advisers sell
advice – what makes you different?Not willing to spend a little money and time to
learn
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Your Web and Social Media PlanIt should be part of your strategic plan – not
something on the sideYou need a clear vision to communicateCore objectives and duties including:
Commitment of timeUnderstanding your target marketMeasurement of resultsPrepared to try new things and fail
occasionallyBe tactical – Things move quickly
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Social Media Is Not a Silver BulletIf you have a rotten business model before
creating an online presence, you’ll still have one after being online
Poor businesses get found outGood businesses get found outYou need a good business to be successfulYou’ll need to be authentic and transparent in
everything you doDon’t forget, your clients all have social
media megaphones to talk about you
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Components of SM Battle Plan
Website as the Hub
Core Content –
Blogs, video, images
SM Platforms – Facebook, LinkedIn, Twitter
Newsletter Database – Clients and Prospects
Measure, adapt and learn –
Google Analytics
Content to be shared
only on Social Media
YOUListen, Learn, Share
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Why is content so important? SEO – Sorry there are now quick fixes –
some hard work required: “Creating compelling and useful content will
likely influence your website more than any of the other factors discussed here” –
Google SEO Book You need something to talk about on Social
Media1. Engagement is not all about content – but it
helps!2. Sooner or later people will want to see what
you can do3. Your website is your new reception
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Content Blog IdeasSimple Plan - One new blog post per monthMix them up
2 X Case studies2 X Testimonials4 X Newsworthy – what’s happening in the
market place for your target markets1 X Federal Budget feature2 X Staff features – Achievements, personal
insights1 X Christmas/new year update
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More Blog ideasWhat are your clients talking about? Short videos – Don’t need to be slick, most
popular videos are usually NOT professionalBudget, Super rules, financial year, New YearPosts about clientsCommunity events – Both you and your
clientsFind good content and share – personalise it,
e.g. “I like this because..”Follow influential bloggers – Follow clients
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Need help with Blogs and SM?For Blogs we can:Write contentSupport with videosConsult on ideas and
develop a blog calendar
Help structure a campaign
Review and recommend development for your website
For Social Media:Run SM education
sessionsDevelop processes to
capture clientsUse SM for adverting
– powerfulHow to automate and
use tools
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Your WebsiteYou have one chance to make a good first impression and today it will be on the web
Simple designVisitors need to know it is a financial adviser
website! Easy to navigate – Can you answer this question
‘If someone from your target market lands on your website where should they click?’
Adviser websites are often product based and include vague descriptions of what you do – no good
Update content as blogs – Not PDF and other files
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Website Pages and more SEOSmall page descriptions okay if you want small
clientsHigh Net Worth clients can read and will
read before investingProfessionals want to source quality informationGoogle likes good titles and rich information
Has any SEO work be done on your website?Titles rank heavily in SEOThink of what someone may type into a search barLinks to other websites – quality is important
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Call To ActionHow will people connect with you?Do you let people know that you can help them
no matter where they are? Include Skype, FaceTime on Contact Page and email signature
Some Tips:Offer downloads for connecting with newsletterInstant chat – talk live nowCreate forms that gather great informationBook appointment with real times Use of video – get to know us
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Using Social MediaHave some targetsFocus on a core platforms – not allIntegrate with your website – share buttonsListen, learn, share – Be social and engageBe prepared to put in the timeUse tools effectively:
HootsuiteTweet deckMobile apps and notifications
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What gets measured, gets doneEvery business must have Google Analytics
(GA)on their website – It’s not an option in 2013
GA – Measures site visits, page views, where they came from, campaigns, AB testing and much more
Discuss your monthly stats at business meetings
Know which visitors come from whereWhich campaigns were most successful
Spreadsheet for measuring SM and Web activities available at my website – sign
up required
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Need More helpFor a limited time you can access the Humble
Financial Services Welcome Pack without subscription
Simply click on the link below and receive a free E-Book ‘Why Social Media is Ready Made For The Finance Professional and
the Web and Social Media Activity Worksheet
Click Here For The Welcome Pack