People do business with people they know, like, and trust.

Transcription

1 Don t Sell Yourself Short Sheri Fitts ShoeFitts Marketing, 2014 ASPPA Annual Conference Raising the Bar for America s Retirement People do business with people they know, like, and trust. ShoeFitts Marketing, Inc. All rights reserved. If you have a birth certificate, you have a brand. ~ Jim Signorelli, StoryBranding ShoeFitts Marketing, Inc. All rights reserved. 1

2 The world is flat. You are who says you are. Communication Has Never Evolved So Fast 2

3 Today s Conversation How to get the right message about your services to the right people. Effectively use social media and sales personnel to market your services. Define your target audience; communicate your message to the that audience Understand how and when to hire someone to assist with social media marketing What Worries You Social media is a waste of time. I don t care what people had for breakfast. It s just overwhelming. What happens if someone says something bad about me I don t know what to say. The regulations are too restrictive. It is just a passing fad. There are too many choices. I am not looking for job or a date. I am too old. What about my privacy My clients aren t online anyway. I m on overload already! I m too late to the game. I may as well just forget about it. I don t want to share my contacts. I don t want to connect with everyone. ShoeFitts Marketing, Inc. All rights reserved. 3

4 Why Bother 60% of Americans admit they judge your company by your online presence. Nearly 9 out of 10 people Google a firm prior to doing business with them. 5 million high net worth investors in North America actively use social media to aid them with financial decision making. Of the financial advisors who use LinkedIn as a prospecting tool, 32% used it to gain more than $1 million in new assets under management. Sources: Econsultancy.com, May 2012; LinkedIn.com, 2012, PRWeb.com Social Selling Only 4% of buyers have a positive impression of a salesperson contacting via a cold call. 87% of buyers have a favorable impression of a salesperson introduced to them through a social network. Source: LinkedIn.com Social Selling Sales professionals who use social networks for sales achieve a 16% gain in year-over-year revenue, 4x better than at typical companies. Source: LinkedIn.com 4

5 the right message: what is your WHY ShoeFitts Marketing, Inc. All All rights reserved. How Brains Work neocortex limbic reptilian Neocortex or pre-frontal cortex: Rational and analytical thought, language Limbic and reptilian brains: Feelings including trust, loyalty, and fear; all human behavior and decision-making, and no capacity for language Simon Sinek s Golden Circle Very few organizations know why they do what they do. It s a purpose, cause or belief. It s the very reason your company exists. Some organizations know how they do it. They sometimes translate this into a value proposition. Every organization on the planet knows what they do. (At least they should! These are the services they sell or the products they offer.) Source: Simon Sinek, 5

6 The Golden Circle + The Brain neocortex limbic reptilian Source: Simon Sinek, your target audience: drives your content ShoeFitts Marketing, Inc. All All rights reserved. Be Specialized, Be Specific 6

7 Your Brand Tells Your Story office environment social media logo branded collateral Written content phone advertising website design interactions with customers Employee dress note paper Source: Designing Brand Identity, Alina Wheeler ShoeFitts Marketing, Marketing, Inc. Inc. All All rights rights reserved. reserved. If you compete on price, proximity, performance: GIVE UP Performance Proximity Price A Clearer Picture ShoeFitts Marketing, Inc. All rights reserved. 7

8 . We Expect an Experience Commodity business charges for undifferentiated products. A goods business charges for distinctive, tangible things. A service business charges for the activities you perform. An experience business charges for the feeling customers get by engaging it Source: Wikipedia.com, Folgers.com, Starbucks.com A brand isn t what you say about yourself it s what your customer tells a friend about you. ~ Forbes Your SOCIAL Audience Where are your prospects and clients most likely to be What type of information do they want to receive How might you reach out 8

9 how to effectively use social media for sales ShoeFitts Marketing, Inc. All rights reserved. Marketing = Sales Enablement Don t Bother Me! 84% 91% 86% 44% 200M of 25- to 35-year olds have left a favorite website because of intrusive or irrelevant advertising. of users have unsubscribed from a company that they previously opted into. of people skip television advertisements. of direct mail is never opened. Americans have registered with the FTC s Do Not Call List. 9

10 What Is Marketing Source: Get Found Online, Hubspot.com Inbound Marketing share your smarts! considering an external or internal resource ShoeFitts Marketing, Inc. All rights reserved. 10

11 Current Reality Try a New Approach 11

12 A Robust Marketing Plan promote PR & ADVERTISING SEARCH ENGINE OPTIMIZED WEBSITE SOCIAL MEDIA DIRECT MAIL/ PRINTED MTL S attract BLOGS WHITE PAPERS EVENTS WEBINARS WEB LANDING PAGE engage MONTHLY E-NEWSLETTER CALLS/ MEETINGS Lead Nurturing how does this all fit together 12

13 ShoeFitts Marketing, Inc. All rights reserved. How It Works PUBLIC RELATIONS WEBINARS WHITE PAPERS E-BOOKS/ RESEARCH BLOGS CURATE VALUABLE CONTENT FOR YOUR AUDIENCE EXTRA SPECIAL OFFERING WEB LANDING PAGE/ LIST SOCIAL MEDIA REFERRAL SOURCES PUBLIC RELATIONS SEARCH ENGINE OPTIMIZED WEBSITE ARTICLES EVENTS/ VOLUNTEER 13

14 Keep it Super Simple website blog newsletter Social Media = Extending Your Reach ShoeFitts Marketing, Inc. All rights reserved. Your Social Media Policy Philosophy, scope, goals Honesty and transparency Confidential and proprietary information Customer and competitor information Consequences Escalating issues Participation during work hours Examples and best practices Source: The Now Revolution, Jay Baer and Amber Naslund ShoeFitts Marketing, Inc. All rights 42 14

15 Your Social Media Policy No Business Happens On Social 44% of social buyers found potential vendors by looking at shared connections on LinkedIn 49% of social buyers researched vendors by looking at their LinkedIn profile. à As buyers seniority, purchasing budget, and number of purchase decisions increase, they are more likely to use social media to improve the quality of their purchase decisions. Source: IDC -- Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience (April 2014) here s how you could use just one social platform! ShoeFitts Marketing, Inc. All rights reserved. 15

16 Competitive intelligence is one of the most overlooked opportunities in social media. Finding the Connections Finding the Connections 16

17 17

18 100 Tips for Social Media Success Homework: Start With Why (TEDex) 18

19 Text: asppa14 To: Sheri Fitts THANK YOU ASPPA! 19