Target Marketing 102 What s Next?

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1 Target Marketing 102 What s Next?

2 What your customers say about you matters 14 % of people trust ads 78% of people trust consumer recommendations Source: Neilson Global Trust in advertising survey, 2007 Word of mouth affects purchasing decisions

3

4 Where to begin? This makes social media, where consumers connect with their friends and family, an important destination for researching purchasing decisions. This is an added challenge for marketers, as they must focus on keeping customers happy on the go and remember how much influence a customer s social media posts can have on their friends and family members.

5 Engagement is good for business Opt-in with an address Facebook Like Twitter Follow LinkedIn Connection Attendance at an Event

6 Social media marketing works best when combined with other marketing activities.

7 Facebook, Twitter, LinkedIn, Blog... Where Is Your Hub? Determine where you are spending your time. Choose your hub and target it

8 Pages Brand, product, business, place Vanity URL Advertising Targeting Filters Location, language, demographic, likes and interests, status, connections, birthday, education, work Estimate tool

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10 Use the network you have FB badge Friends Integrate it into your hub Print and promotional materials

11 Get more from Facebook There s no such thing really as social media marketing or Facebook marketing, it s simply a matter of marketing in a world gone social. The real payoff is at the wall Network Ask Mix it Up Facebook ad platform

12 Facebook NewsFeed Sound like a person, not an ad KISS approach Time of day Avoid overdoing Rich media

13 The world s largest professional network Over 115 million members Connect with people you don t know through people you do know Opportunity to demonstrate your expertise Opportunity to endorse/be endorsed

14 How to use LinkedIn to build your business When you have significant news in your business. Profile update Use LinkedIn to understand the relationships between people you know and people you want to know. Connect with your former colleagues from every company that has ever employed you. Use the LI database to understand more about your prospects. Groups

15 @, #, tweet, retweet, what s it all about? Why should I care? What should I say? 140 characters or less information related to insurance, events, answer questions, links to blog posts or videos, and how-to posts. Avoid talking about yourself and your agency all the time

16 Opportunities to Listen Ask Questions Extend your network Engage Provide info Offer exclusive specials

17 Other twitter mentionables Twitter search Create a customized profile page Create a great bio Badges and widgets Tracking twitter conversations

18 Marketing Highly targeted Behavior can be measured Highly personalized

19 Building a base Some would say, there s no reason to even have a website if you are not capturing names and addresses for follow up and fan development. In order to get people to give up their , you have to offer them something that they think they can t live without. You have to dangle a great carrot.

20 Open Rates

21 It comes Down to Content Turn one-off s into content Generate content from marketing Use to solicit more content Share via Pull content from other sources

22 What else? Blogging YouTube and other video sites Ratings and Review: Claim your listing and respond to reviews Location-Based services QR codes Google+

23 Traditional Showcase features & benefits Promotional contests Highlight company professionalism Provide financial incentives to recommend to others Listen to customer feedback to find out what they want ID key influencers who have a huge audience Inspirational Showcase customer accomplishments Customer Awards Demonstrate how much you care about customers Provide an intrinsically meaningful experience they might want to share with others Be an active member of customer community moderate forums, sponsor events, speak on topics, write and post on related blogs etc. ID your most passionate customers

24 Market your expertise Use Social Media to build your fan base within the industry or within your geographic reach Participate in industry specific seminars, webinars or podcasts Do a postcard campaign Pull people into your fan base with a strong carrot

25 Commit to the relationship Patience and time Talk and Listen Daily Have a plan to create content Time saving tools

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