USING DIGITAL MARKETING TO GROW YOUR FIRM · USING DIGITAL MARKETING TO GROW YOUR FIRM Dan Klein...

USING DIGITAL MARKETING TO GROW YOUR FIRM

Dan Klein – CEO, Sage Marketing

AGENDA

1. Social Media Trends and Omnichannel Model Introduction

2. Using Social Media Effectively

3. Getting Started

4. Is Your Message Clear?

5. Decide on Your Content

6. Executing a Social Media Strategy without Giving Up Your Day Job

WHO’S ON SOCIAL MEDIA

Facebook214 Million People in

the US (81% of adults)

LinkedInOver 100 Million People in the US

Instagram77.5 Million Users in

the US

YouTube185 Million

Users

Defining Your Brand – Building the Foundation

In Order to Grow Your Practice and Set Your Marketing Foundation

Some Things to Consider:

• Current Branding/Logo – Messaging

• Your Materials – Brochures, Website, Bios, Fact-Sheets

• Make Sure Your Message Revolves Around the Needs of Your Audience

WAYS TO DELIVER YOUR MESSAGE TO CLIENTS AND PROSPECTS

❖Overview of Your Digital Storefront

❖Everything Has a Purpose

❖An Omnichannel Approach

How Clients Use Digital Media

Omnichannel Marketing Model

HOW TO USE SOCIAL MEDIA EFFECTIVELY

❖Compliment to Your Current

Communications

❖Not a “Magic Bullet”

❖Prospects Engage with People They Know

❖People Consume Educational Material

based on Their Interests

❖How are Advisors Using Social Media?

❖Expectations – Cost per Views/Leads

SELECTING YOUR GOALS

Audience Building

Marketing to a Niche

Attendance for Events/Seminars

Lead Generation

THINGS TO CONSIDER AS YOU GET STARTED

❖Are Your Prospects and Clients on Social Media?

❖What Are They Using It For?

❖How Can You Introduce Yourself in The Right Way?

❖ Things that are ok to mention

❖ What to Not Do on Social Media

❖ Don’t Sell Products

❖ Performance Isn’t King

❖ Never Overpromise

❖ Never Put Content “Out There”

Without Vetting It

UNDERSTANDING THE RULES

IS YOUR MESSAGE CLEAR?

❖Will Your Ideal Client Know That You Can Help Them?

❖Look at Your Website Copy, Bio, Value Proposition

❖Can You Find Your Prospects on Social Media

CREATING YOUR SOCIAL MEDIA CALENDAR

❖ Decide which types of content you

would like to deploy

❖ See where your clients and

prospects are most likely to view

content

❖ Use a calendar for each week listing

each category

TWO STEP PROCESS OF ENGAGEMENT

1. First Develop Your Audience and Communicate Consistently (This Takes Time)

➢ Measure Likes, Views on Insights Tab

2. Then Invite Your Audience to Engage Somehow (Event, Webinar)

➢ Overview of Retargeting, Audiences, Tracking

POSTING VS. ADVERTISING

❖What’s the difference?

❖I Posted and No-One Responded…

❖A Look at Search Criteria

❖It’s important to have a defined niche

❖Messenger Ads

❖Landing Pages

LANDING PAGES

❖ What are they?❖ Can I use them?

WHERE TO FIND CONTENT:

❖Creating Your Own Content is the Most Expensive Option

❖Purchase from 3rd Party (as long as they have a compliance feature)

❖Link to News Organizations That Are Not Gated

❖How Do You Look on Video??

FACEBOOK AD TARGETING

INSIGTS TAB – BUSINESS PAGE

❖FB Insights

❖Cost per Click, Reach

❖Expectations for putting your message out there, current cost per lead

❖What’s a Pixel??

Digital Storefront Inventory

Email dan@sagemarketingus.com for a free copy

HOW TO DO THIS WITHOUT GIVING UP YOUR DAY JOB

❖Look to Automate as Much

as You Can

❖Delegate to Someone in

Your Office

❖Consider Outsourcing

❖Pick a First Test

QUESTIONS

Dan Kleindan@sagemarketingus.com