Embed Size (px)
Citation preview
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??
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
