USING DIGITAL MARKETING TO GROW YOUR FIRM · USING DIGITAL MARKETING TO GROW YOUR FIRM Dan Klein...
Transcript of USING DIGITAL MARKETING TO GROW YOUR FIRM · USING DIGITAL MARKETING TO GROW YOUR FIRM Dan Klein...
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USING DIGITAL MARKETING TO GROW YOUR FIRM
Dan Klein – CEO, Sage Marketing
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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
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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
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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
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WAYS TO DELIVER YOUR MESSAGE TO CLIENTS AND PROSPECTS
❖Overview of Your Digital Storefront
❖Everything Has a Purpose
❖An Omnichannel Approach
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How Clients Use Digital Media
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Omnichannel Marketing Model
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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
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SELECTING YOUR GOALS
Audience Building
Marketing to a Niche
Attendance for Events/Seminars
Lead Generation
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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?
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❖ 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
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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
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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
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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
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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
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LANDING PAGES
❖ What are they?❖ Can I use them?
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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??
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FACEBOOK AD TARGETING
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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??
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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