How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010
-
Upload
stephanie-simmons -
Category
Technology
-
view
766 -
download
6
description
Transcript of How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010
How to use the Internet and Social Networking sites to increase your DI sales
DI: Exploring a New DimensionBoston - October 12, 2010
Stephanie Simmons
About Me
About Me• 14 years in marketing communications & branding
Fortune 250 to small privately held companies Freelance designer and brand strategy Ads in Broker World, IA, Insurance Journal, Life Insurance Selling, HIU,
Agent Sales Journal Guest columnist & blogger for Producers Web, HIU.com, Latin
Agents.com Management & hands-on “One-man-band”
• Previous: VP, Sales & Marketing for TWG Capital Financial solutions company for independent insurance
agents
• Current: VP of Marketing for My Health Care Manager Older Adult Care Benefit or “Eldercare” provider In health care plans, EAP’s and as an employee benefit
provided by employers. Distributed by brokers and directly by our company
I Branding
About Me
My Goals
1. Down-to-earth understanding of social media and internet marketing
2. Five easy and simple tools you can use as soon as you leave this room
and 3…
I will be your Reuben
baby llama steps
Social Media Marketing
?
QUIZ #1
what is the best type of lead?
Social Media Marketing
Marketing Arenas
• Blogs/Forums• Social networking• Image/video sharing• Targeted search advertising• Virtual Product Placement
“Fads” of the past…
Beyond a fad
2,151,880,018
monthly visits
In 2009, more people were on social networking Communities than were using email
more on social sitesthan email.
QUIZ #2
what is the largest
population on Facebook today?
social networking use ages 50-64 88% growthfrom 25% to 47%.
ages 65+100% growthfrom 13% to 26%
DI Agent/Broker Target Audience
• Between age 30 and age 55• Both males and females• White-collar professional
Source: “Craig” –Intl DI Member & DI Broker in San Diego, Auerbach & Gussin Insurance and Financial Services, Inc. & LifeInsuranceSelling.comSource Collection Resource: Stephanie Simmons’ very non-scientific test analysis and fact-finding initiative.
Social media vs. social networking
vs.
Social media vs. social networking
Social media
– Youtube (video sharing)– Flickr (photo sharing)– Picassa
Social networking– Facebook– Linked In– Twitter
What are DI agents/brokers top three challenges?”
1. Finding and getting in front of a good prospect
2. How to get the attention of Gen X and Y3. The cost of a DI policyCraig of San Diego
www.auerbachandgussin.com
“”-
Focus on
You create content, current events, info, articles, new DI products, video (you post on )
DISTRIBUTED THROUGH
Content is King.
^good
Useful. Relevent. Current. Engaging.
+
Links to your web site.
+
Keywords.
^good
Anatomy of a tweet or a post
• Helps you connect with your audience• Inject your personality• What would they want to know on a regular
basis• Providing:
-resources on web-tips?
SMART TIP #1 Feeds can be plugged into your web site onto the home page. Also lets you make your web site look more dynamic and active.
SMART TIP #2 DO AS MANY YOU TUBE VIDEOS AS YOU CAN!
Tips to Optimize Social Content
• Optimize social media profiles– Social profiles will be in indexed in search results– Describe your company using brand keywords– Use your brand name for your account name
whenever possible
• Optimize social media communications-Optimize tweets, status, updates, blog posts, etc. with keywords
Linked in
Linked in
+ tag
#hashtags & other tweetin’ tips
• Tracks a conversation• Conferences, contests, etc..• Write it like: #topic• No more than1 per tweet•Check out hashtag.org
And more twitter tips…• Shorten urls at:http://bit.ly http://tinyurl.com • use119 characters instead of 140 so you can be “retweet!”•Connect to with @username
WordPress Blog
STOP & THINK
MVT #1 of blogging…
blog what you know
MVT #2 of blogging…
include your keywords
The beauty of social networking
• If you have limited content and limited time, because of sharing nature of social media, the content you do develop, it will be shared across the sites
• If you are effectively developing social media, you will end up with brand advocates so they will end up publishing SEO friendly content on behalf of you
• Pushes your competition to bottom of page. You will be perceived as owner, plus with the social media activity, may have heard things through peers, so improves your reputation = improves your traffic
ROI vs. ROYT
ROYT measurement
• More presence• More search engine-friendly content (SEO)• More inbound links• Better reputation as DI industry leader• More leads• More introductions• More referrals• More relationship-building• More traffic to your web site (& better quality)• Additional forum to converse with prospect/clients• More closed deals
Negatives
• If you can’t execute well, or it’s not updated regularly or looks poor, it could devalue your business
• Could provide a public forum to complain
Your DI site & mobile devices
The average mobile user has their mobile device within arms reach for up to 22 hours a day
Over 80% of US mobile subscribers use text messaging, with over 50% texting daily
94% of text messages are read within 4 minutes versus 48 hours for e-mail.!
Mobile Marketing
• Enables you to communicate & engage with your audience in an interactive and relevant manner through any mobile device or network.
Welcome to Canon Mobile!About Canon
Booth Location
New Product Images
ImageRUNNER Video
Tell us for a chance to win
Request Follow Up
Locate StoreForward to a friend’s mobile
Canon U.S.A., Inc., non U.S.A., Inc., headquartered in Lake Success, headquartered in Lake Success, New York, is a leader in New York, is a leader in professional business, consumer professional business, consumer and industrial imaging and industrial imaging equipment.equipment.Our extensive product line and Our extensive product line and digital solutions enable digital solutions enable businessesbusinesses and and consumers consumers worldwide to capture, store, and worldwide to capture, store, and distribute information. distribute information.
More More about products.about products.Watch Watch video from CEO.video from CEO.
Answer the following questions for a chance to win a $25 itune gift card.
Welcome to Canon Mobile!About Canon
Booth Location
New Product Images
ImageRUNNER Video
Tell us for a chance to win
Request Follow Up
Locate StoreForward to a friend’s mobile
Mobile marketing ideas
• Create a mobile site – text campaigns for a free DI evaluation
• In your direct mail, add “text XYZ for more info”, they fill out form. This generates an automatic email that includes their appt time, name and info.
• Make your web site mobile – 30% of all web traffic is done on mobile devices
Final tip…
Search Engine Optimization
• Definitions:– The process of improving the volume or quality
of traffic to a web site from search engines via "natural" or un-paid ("organic“) search results as opposed to search engine marketing (SEM) which deals with paid inclusion...
– Editing a web site's content and code in order to improve visibility within one or more search engines.
Search Engine Optimization
Effectiveness of Search & Social
Internet & SN to Increase DI Sales
• Social Networking/Media sites– Facebook– Linked in– Twitter– WordPress– You Tube• Mobile Marketing• Search Engine Optimization
Questions?
ResourcesFree Social Monitoring Tools: SocialMention, Twitter Search, facebook Insights, Google Alerts & Real Time Search
Help to easily manage/dashboard for your sites:Personal portal – myyahoo or igoogle
Companies with SEO or Mobile services:Marketing SherpaCompendium Salesgenie.comConnect Venture (mobile media) – David Miller
Google alerts:Log in – free trial
Thank you.
Stephanie SimmonsPh 800.499.8020em [email protected] www.myhealthcaremanager.com
Presentation will be posted on Slide Sharehttp://www.slideshare.net/stephgirl1/newsfeed
Interested in selling Eldercare?
If you are interested in adding My Health Care Manager’s Eldercare to your benefit portfolio, drop your card off to me.
Features:•Robust, value-add benefit, answering a much needed demand for the “sandwich generation”. •May be embedded into a plan or EAP or sold directly to employer groups. •This unique benefit manages upwards, starting with the employed adult caregiver and moving up to senior loved ones.
www.myhealthcaremanager.com/benefit
800-499-8020