with Purpose Say – Posting · Receive Important Summary Updates to Your Inbox Work gets busy and...

7
Say – Posting with Purpose ESTABLISH CREDIBILITY AND SHARE RELEVANT CONTENT WHAT’S INCLUDED? Say Checklist Content Marketing - WHY Content Strategy - HOW Content Plan – WHERE & WHAT How Hearsay Helps Industry Specific Tips 3 Things to do today Further reading Course Materials: PDF (7 pages) Estimated Time: 15-20 minutes

Transcript of with Purpose Say – Posting · Receive Important Summary Updates to Your Inbox Work gets busy and...

Say – Posting with Purpose

ESTABLISH CREDIBILITY AND SHARE RELEVANT CONTENT

WHAT’S INCLUDED?

• Say Checklist

• Content Marketing - WHY

• Content Strategy - HOW

• Content Plan – WHERE & WHAT

• How Hearsay Helps

• Industry Specific Tips

• 3 Things to do today

• Further reading

Course Materials:

• PDF (7 pages)

• Estimated Time: 15-20 minutes

Hearsay System’s standardized methodology to achieve advisor social success is called BE | GROW | HEAR | SAY (BGHS). The following document walks through Step 4: “SAY”.

“SAY” success comprises of three parts, how much you are publishing per month, the engagement (likes, comments, and shares) you are receiving on each network you are publishing on, and lastly the percentage of content that is original or modified vs republished from the Hearsay Social (“Hearsay”) library. Here are some things you can try if you would like to work on improving your success in this area:

INCREASE YOUR PUBLISHING❑ You should be publishing a minimum of 3 times per week, per network. An easy way to do this is to do at

least 2 publishes a week from the Hearsay library and supplement with any additional content you want to create. Log in, and use the filters on the left hand side of the library to find relevant content to schedule out. Schedule posts at least once a week easily with the Action List.

• BONUS RESOURCE: Check out this video to learn how to publish original content and this video to learn how to publish pre-approved content.

❑ Does your company have Campaigns in Hearsay? This is a great way to get consistent, themed content onto your page efficiently. Check in your content library under “campaigns” if there are any that are relevant for your audience.

• Subscribe to a Dynamic Campaign and you’ll receive a continuous flow of content after subscribing only once!

❑ Invite other practice members to help you manage your social accounts and post on your behalf without having to share passwords. Do this by logging in to Hearsay, going to “Settings” and then “Workspace Settings”. Fill in their email and click “Invite”. See here to learn how to do this!

GET CREATIVE❑ If your social media policy permits, write your own content! Aim for roughly 50% of your posts to be

content that you write. Original content often gets up to 6x the engagement of reposted content. Not sure what to post about? How about some of these ideas:

❑ Create a content calendar for your office/practice. Anything you can schedule out well in advance do so - posts about anniversaries and birthdays, office closures, etc. are all things you can schedule out well in advance.

BE ENGAGING❑ Post photos - photos generate more engagement than articles, especially in the form of likes ❑ Use the Hearsay mobile app to post photos from your phone on the go (if your firm allows) ❑ Ask questions that encourage responses. For example “This weekend Joe is going to be BBQing with his

family. Nothing like the Smith family trip. How will you be spending your weekend?”

Following the tips above will help ensure that you are maximizing the effectiveness of your social presence and effectively building your brand.

• Community Involvement, charitable activities, etc.• Practice achievements and accomplishments• Practice birthdays, anniversaries, etc.• Events and seminars you are hosting or participating in• Local community news and events

• Personal milestones (running in a marathon, travel, kids graduation, etc.)• Affinity partners, local businesses, and/or local sporting events and teams• Seasonal/holiday content• Pictures of office, visitors (furry or human - as your organization’s policy permits)

Say Posting with PurposeChecklist

© 2018 HEARSAY SYSTEMS, INC. HEARSAYSYSTEMS.COM

BE GROW HEAR SAY

POSTING WITH PURPOSE

Understand and connect with your audience. Think about their challenges, interests and needs.

Research the competition. What is the competition doing well? What are they doing poorly? What key learning can you incorporate into your Content Strategy?

Build your content plan and editorial calendar. Think about your content themes, ideas, messages. Keep in mind your content mix, duration and distribution.

Say – Posting with Purpose

© 2017 HEARSAY SYSTEMS, INC. HEARSAYSYSTEMS.COM

Content Marketing involves developing the larger story that you want to share. It tells people WHY your product or service is valuable. Marketing involves setting up the process for making and distributing your content. The process includes three elements: identifying a content hub (e.g. website), reviewing adequate resources and brainstorming a content plan.

Content Strategy focuses on HOW you create and publish content. Your strategy includes the following elements: understanding and knowing how to connect with your audience, researching the competition, building your content plan. Your strategy should focus on the art of defining the voice, tone and style and intent of your content.

Content Plan covers the WHAT and WHERE. What types of content will you be posting (type of content – image, video, text) and where (to which networks).

PROGRAM OVERVIEWToday’s advisors and agents must establish credibility and build trust by using social networking sites to convey their qualifications.

CONTENT MARKETING – WHYUnderstanding the basics of content marketing

In short, content marketing is the art of communicating with your customers and prospects without selling. Content Marketing through social and digital channels generates roughly 3x as many leads as traditional marketing and costs 62% less!

CONTENT STRATEGY - HOWDevelop a winning content strategy

Key elements• Content hub – Where are you storing your content? (Website, email newsletters, etc.)• Resources to maintain a consistent presence – Before you commit to a platform, make sure you have

adequate resources you need to consistently update your content. Don’t bite off more than you can chew!

• Content plan – Make sure you understand WHY you are communicating on a given platform and WHAT you will deliver there.

Say – Posting with Purpose

CONTENT STRATEGY BEST PRACTICES• Use Analytics and Insights. Each social network provides metrics, analytics and insights to give you

detailed information to better understand your audience’s makeup, interests and motivating factors, especially in purchase decisions.

• Connect with your audience. Tell a story, make it human, put the individual in a “buyer’s state of mind”, focus on elements of your local community, educate your audience with your knowledge,. And once you’ve tested content, make sure to check your metrics to see how your content is performing.

• Listen and take action. Make it a habit to regularly research the competition and listen to your audience to see what is working in terms of content

Content Themes Content Mediums

• Celebrate success

• Make use of popular trends

• Be a community ambassador

• Make it personal

• Acknowledge holidays and occasions

• Promote educational and fun events

• User Generated Content (UGC)

• Content that inspires emotion, provides humor, entertains, is conversational

• Story form (long-form, blog) storytelling

• Open-ended/interactive content

• Informational content (list posts, how-to posts, why posts, what posts)

• Visual content

• Real-time content (Snapchat, Facebook Live, etc.)

© 2017 HEARSAY SYSTEMS, INC. HEARSAYSYSTEMS.COM

CONTENT PLANFormulate a comprehensive content plan

Your content plan addresses WHY you are communicating on a given platform/social network (WHERE) and WHAT you will deliver there. The following content themes and mediums tend to resonate with audiences, we would encourage you to explore your options to drive the most effective engagement:

Content DistributionDifferent networks, different purposes

LinkedIn. The gold standard of business-focused social networking, LinkedIn allows its users to publish content to grow their influence and thought leadership, promote workplace opportunities they offer and support the content they’ve published on other media channels.

Best times to post: noon-5pm Days of the week: Tues-Thurs

Facebook. The world’s largest network, the preferred platform for building personal connections with consumers based on the things that interest them the most.

Best times to post: 9-10am, 1-3pm Days of the week: Thurs-Sun

Twitter. The top network for those who want to stay informed with what’s happening in the world in real time. Facilitate spontaneous, real-time conversations and customize responsive customer service. Best times to post: 12-3pm Days of the week: weekdays, especially Wed

Say – Posting with Purpose

When it comes to creating the ideal content mix, there are a few models to try, depending on your business, its size and your audience’s specific needs. The goal is to experiment with your content mix by picking one of these content mix models and trying it out! Remember that what works for one advisor or agent may not work for you.

• 70/20/10. 70% Non-industry content, 20% industry content, 10% corporate content

• 60/30/10. 60% curated content, 30% original content, 10% promotional content.

• 80/20. 80% content about other events and people, 20% about you, your company and products.

© 2017 HEARSAY SYSTEMS, INC. HEARSAYSYSTEMS.COM

CONTENT PLANExperiment with your content mix to keep things interesting

Content DurationWhen posting content, remember that quality is always more important than quantity. You don’t want to spam your network. Quite often, the best timing for social posts depends on a variety of different factors:• The platform (LinkedIn, Facebook, Twitter)• Regions you are targeting• Your goals (e.g. clicks, shares, comments, etc.)• How your target audience interacts with the platform

Content Strategy Best Practices

DO

• Monitor media sources and influences relevant to your customers.

• Set Google News Alerts on important keywords to keep you notified when developments occur in your area of expertise.

• Post frequently. 3-5x/week when your customers are most active.

• Celebrate new hires, awards and accolades. Make it personal and authentic.

DON’T

• Go radio silent for months. Having an abandoned social media profile is worse than not having one in the first place.

• Don’t spam people!

HOW HEARSAY HELPS

Post Compliant and On-Brand Content for Your Organization

Post pre-approved content from one place. Once a post is approved, it will appear in the Post Library for you to post or schedule to any and all connected accounts.

Save Time – Schedule Out Your Content

Schedule posts ahead of time. Prepping your social media plan for the week can be done quickly. All scheduled posts will appear under Content > Calendar to help you make sure all of your bases are covered.

Create Seasonal and Themed Promotion Campaigns

Bundle content together. Admins can bundle combinations of content together to release separately at timed intervals as a fluid campaign. With dynamic campaigns, advisors or agents subscribe to a campaign once, and relevant content will publish to their social profiles as admins add it to the Campaign.

Metrics Tab & Suggested Times

Post at optimal times. Use the Metrics tab and suggested times to determine the ideal ways to connect with your audience.

Receive Important Summary Updates to Your Inbox

Work gets busy and social media can be overwhelming. To make staying in the loop easier to do, Hearsay allows you to subscribe to helpful summary emails.

Suggested Content – Get notified of new content in your library and start the publishing process straight from your email.

New Campaign – Receive notifications of new campaigns your admins have created and subscribe to them easily.

Access these summary email settings under User Settings > Basic User Info & Preferences > Email Subscriptions.

1-to-1 OutreachSave your time with a library of prewritten emails for common interactions. Modify any of our email templates, personalize them with email variables, then send it out in an email blast.

© 2017 HEARSAY SYSTEMS, INC. HEARSAYSYSTEMS.COM

Say – Posting with Purpose

© 2018 HEARSAY SYSTEMS, INC. HEARSAYSYSTEMS.COM

POSTING WITH PURPOSE: INDUSTRY-SPECIFIC TIPS

Audit Your AudiencePrune your network. Narrow down who your audience is what they care about. This will allow your content to receive better engagement.

National vs Local ContentMake sure to have a healthy dose of both. With local content, be wary of what pieces of content is more relevant during certain times of the year.

Content Themes• Year-end tax and Roth IRA content (until March/April)• Annual reviews• New Year• Habits• College Planning• Retirement

Focus on simplifying complex topics.

AutomationSubscribe to Campaigns on Hearsay and take advantage of scheduling posts to publish in advance. This all makes marketing efforts easier as you don’t have to worry about whether you’ve posted on social media that day. It’s already scheduled and done!

Say – Posting with Purpose

3 THINGS TO DO TODAY1. Research at least 2 competitors on any social network. Look at the types of posts they are publishing. What is

working? What isn’t? Check out your engagement metrics!2. Create your own editorial calendar for the next month.3. Think about the upcoming quarter and mark down all the holidays, occasions and major events. What types of

content do you think would resonate best with your audience?FURTHER READING

1. Best Times to Post to the Top 8 Social Media Sites

2. How Advisors Can Get Social Media Right

3. UGC is Content Marketing Gold

New Advisor TipsUse social media as an opportunity to start your career on the right foot and build your reputation from day one.

• Actively posting on social media shows that you’re present• Posting thoughtful and insightful content shows that you’re competent and well-informed• Liking and replying to comments on your posts will show that you’re willing to engage with your clientele in

multiple forms and value others’ thoughts