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Success with any social media marketing tool can be boiled down to consistently creating content that delivers our message of value to the target market we serve. This presentation discusses the critical aspect of high priority social media networks and their value to your revenue generating content marketing efforts. Enjoy.
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Marketing to the
Connected Generation
through Social Media
by Ryan Hanley
Everyday I watch so many brilliant people with invaluable
life and business experience come to the blogosphere and approach it all as if they’re
starting from scratch.
- Srinivas Rao
Why social media marketing
important to our business?
Social Media Marketing allows us to build trust and ultimately relationships
with the Connected Generation...
Who are the Connected
Generation?
The Connected Generation
communicate, build relationships and make buying decisions using
digital and social media.
We already know how to market the Unconnected Generation
Marketing to the Unconnected Generation
• Ask for Referrals• Network at Chamber Events• Drop-ins• Harass Family Members• Sponsor Charity Events• Yellow Pages• Billboards• Radio• Newspaper• Cold call
But...
9
The Connected Generation is NOT going to usethe Phone Book.
and has turned their brain off to traditional advertising
The Connected Generation chooses you...
...on their own time line
...based on their own research and
...their own belief in your story of value.
What Social Media works with the Connected Generation?
• Facebook• LinkedIn• Twitter• Google+• YouTube• Pinterest• Foursquare• Yelp
There are many different forms of Content Marketing one of which is Social Media...
14
Social Media
attracts the least
amount of
attention for your
effort
} Social media done
correctly is very
effective for driving
traffic to the top of
your marketing
funnel
But there are so many social media networks, the options can be paralyzing...
Prioritize...
...you don’t need to be everywhere.
YouTube
YouTube is more than just cat videos...
It’s a fantastic format to answer client questions
• Answer 100 Questions–By video–In two minutes of less–Post on YouTube
• Create a corresponding blog post–Embed YouTube video in the blog post
• Post directly into Facebook, Google+, LinkedIN and link back to the blog post
• Put links to post in email newsletter
Answer one client question at a time until there are no
more to answer
Videos don’t have
to be Hollywood quality nor
do they have to go
viral to provide
value
Before I started using video
After I started using video
Using video to target specific keywords has
SEO Value
Google+ Rich SnippetsYouTube also has high
converting Rich Snippets in Google Search
Google+
Google Search loves itself some Google+
• Posts are indexed by Google Search• Social search relevance with connections–Authorship tag
• High-quality media sharing• Google Hangouts• Google Local Reviews
Google wants you to use Google products
Reviews are the currency of the Internet
Client Testimonials
Google Authorship
Up to 47% increase in click-through rate
Not to mention direct traffic from old posts... Click here to learn more.
blah blah... a lot of people use Facebook
• 75% of people feel more connected to Brand on Facebook• 69% of people have “liked” a page because of a
Friend• “Liked” content averages 6.9 positions higher in
search results• 23% of consumers under the age of 35 will
purchase because of a friend’s recommendation on social media• 21% of consumers age 35 – 49 will purchase
because of a friend’s recommendation on social media
But how do we get more likes on Facebook?
Post Better Content
Business posts are a necessity… But make them relevant to your clients concerns
Every post does not need to be professional or insurance related
Let your clients know where else you want them to connect with you
Show your support for the community
When deciding what to post on Facebook...
43
...think value to them, not value to you.
Facebook Promoted Posts
Worth the money?
Who wouldn’t
“Like” this post?
How much is action worth to you?
Promoted Posts Results
Promoted posts work when there is a strategy to why you’re promoting them...
48
...too much promotion can yield negative results.
Fill out your profile completely
accumulate recommendations of your work
LinkedIn is a networking tool...
52
...build and grow relationships as you would in the real world, with respect.
Number of followers has less value than engagement
Twitter is a fantastic tool for building relationships through shared interests...
55
...NEVER link spray your sales copy.
Build niche communities around pin boards
Quora
Establish expertise and build online authority
Slideshare
Long form content marketing at its best
The connected Generation wants to do
business with Human Beings
that use technology
...not the other way around.
Success with any social media tool can be boiled down to
consistently creating content that delivers our message of
value to the target market we serve.
... and never forget, you always have to ask for the business.
“Call us with questions”
“Click here to contact us via Email”
“Fill out this form to begin”
The connected Generation is
waiting for youthe end.
I am Ryan Hanley
• Director of Marketing– The Murray Group Insurance
Services, Inc
• Speaker/Author/Podcaster– on Content Marketing and
Business Development Strategies
• Editor of Content Warfare blog– www.ContentWarfare.com
• Producer of the Content Warfare Podcast– www.ContentWarfarePodcast.com
Photo Credits
• Page 8: http://www.flickr.com/photos/dok1/3196434641/
• Page 15: http://www.copyblogger.com/content-and-branding/
• Page 17: http://www.slingshotseo.com/blog/infographic-an-In-depth-look-at-the-inbound-marketing-funnel
• Page 31: http://unbounce.com/social-media/7-useful-google-plus-infographics-for-business/
