2015 MDRT Annual Meeting e Handout Material. Using Digital Marketing and Social Media to Build Your Business

Transcription

1 2015 MDRT Annual Meeting e Handout Material Title: Speaker: Using Digital Marketing and Social Media to Build Your Business Barbara Fowler, CLU, ChFC Presentation Date: Wednesday, June 17, :00 11:00 a.m. The Million Dollar Round Table (MDRT) does not guarantee the accuracy of tax and legal matters and is not liable for errors and omissions. You are urged to check with tax and legal professionals in your state, province or country. MDRT also suggests you consult local insurance and security regulations and your company s compliance department pertaining to the use of any new sales materials with your clients. The information contained in this handout is unedited and errors, omissions and misspellings may exist. Content may be altered during the delivery of this presentation Million Dollar Round Table Million Dollar Round Table 325 West Touhy Ave. Park Ridge, IL USA

2 Barbara Fowler, CLU, ChFC Using Digital Marketing and Social Media to Build Your Business Using Digital Marketing and Social Media to Build Your Business Barbara M Fowler, CLU, ChFC BMF Management Consulting LLC 1

3 What is Digital Marketing? Any marketing that occurs on the web. Key issues we will cover include: Websites best practices Apps and software that quickly and inexpensively can help you automate marketing Using Facebook, LinkedIn, Instagram, NextDoor, Google+, YouTube and even Pinterest:Paid and Organic Developing Brand Ambassadors and Advocates Building Client Engagement Using Marketing Metrics to enhance performance It s what you learn after you know it all that counts. John Wooden 2

4 I don t understand social media. I don t want to know what someone has eaten for breakfast or where they had coffee. And so your mind is closed to the possibilities. You need to know what to expect: Engagement! 3

5 First exercise: Form pairs and the person on the right will ask the person on the left where they are from. Then imagine you have moved to that city and need information on insurance or financial planning. How will you find someone to help? Some examples from a different industry. Real estate. Example: The person next to you is from Charleston SC. So you imagine you have moved there and need help buying a house. 4

6 How did Google choose to put that person first? What are the factors that help Google decide? Here is what the research says: Length of time Quality of website: SEO How does it look on the device you have Content: blogs, social media posts, followers, fans, Technology Is it local? Rules Now for Websites: Speed Lots of white space Bigger Fonts Flat look People, not buildings Endorsements Rankings-Google stars, reviews. 5

7 Go on google. Look for best insurance agency websites. 6

8 Your moving! I want the best real estate agent. Members.html I see this listing, I look at their pictures but who do I pick? Usually, I ll go to a website. So here I go to Theresa Look at this. Who has a smart phone? Where in the buying process is this client who moved to your city? 7

9 But how? Let s continue with this example of someone moving to your city. Is he or she really thinking about buying insurance right now? 8

10 What is the buyer s journey and who is your buyer? Or who is your buyer persona? A buyer persona is a semifictional representation of your ideal customer. When creating your buyer persona(s) consider including: customer demographics behavior patterns motivations goals 9

11 Think about your perfect buyer persona. What is the age, sex, income of the person. Where does he or she get his information? What do they value most? What are their pain points? What do they need and how can I help them? 10

12 Example: I know someone in Charleston who moved from California to Charleston with her husband because she wanted to live near her daughter. So, she kept some clients in California but needed to start over in SC. This is a woman who specializes in helping other women develop retirement plans. So her target market in professional women in their 40s and 50s who want to make sure they have money in retirement. Buyer persona: Karen Concerned Conservative about money Risk adverse Wants frequent contact Wants a social as well as a business relationship Wants to trust her planner Worried about being taken advantage of, worried about being dependent on others, wants referrals and personal introductions Within that buying process, there are different stages. Awareness Consideration Intent Purchase 11

13 Consideration: Research, Information, Articles, Seminars, Meetings, Webinars. Purchase: I choose you and your solution. What do we know about Facebook? 12

14 Comment, Like and Share other posts Know the best times to post. Example: You have been in town for five years, active in your church and professional organizations but you want to have more senior executives and small business owners in your clientele. Your buyer personas are CEOs of family businesses. They started the business and are now in their 50s/60s. Most are male with nonworking spouses. One or two children are active in the business. They want the business to continue but are worried that their children aren t interested in working as hard as they did. They are active in Rotary and the country club. They play golf and some fish. They are impatient and say, I don t want to be on Facebook. I have no desire to know what someone ate for lunch. I don t have time for LinkedIn Charlie Curmudgeon Buyer Persona: Charlie Curmudgeon He doesn t use social media but some of his employees do. His wife uses Facebook. Some of the Charlie Curmudgeons love to fish: you do too. Start a fishing tournament Share apps on your phone that are fishing related. mobile-fishing-apps Take plenty of pictures/ post. Tag wife so she can see. marketing 13

15 Tools/ Apps Talkwalker, Google Alerts, Rapportive, LinkedIn Connected, Feedly, Hootsuite, IFTTT Connect to Google analytics and webmaster tools, check against other financial planners, analyze everything. 14

16 In conclusion, there are 5 things to do when you get back from MDRT: 1. Develop your buyer personas 2. Decide which sites you will concentrate on 3. Develop plan for different stages of buyers journey: awareness consideration, intent, purchase 4. Check your website 5. Analyze results, pivot. Be agile. The world has changed. Change with it. 15