Be Found, Be Heard, Be Trusted slideshare show


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A presentation written for financial planners. However, the message holds true for most professionals including accountants, mortgage and finance brokers, and lawyers.

The presentation was delivered to financial planning business owners. The presentation helps to explain what you need to do in the digital age to make sure that you can:

Be Found, Be Heard and Be Trusted.

Note: This presentation has aged a little. However, the message is still strong

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  • If you didn’t put up your hand for other than yellow Pages, you really need to listen.
  • Source – Google Keywords tool
    Little doubt that Google has replaced the yellow pages
  • In the past, Money bought the space – now that space is free

    How you use the opportunities is now the big deal
  • In my experience, people ahead trouble adapting from the old way of communicating to the new way – engaging with the their target marketing
  • Tommy Cooper – Famous tagline was ‘Just like that, not like that, but just like that.
    Famous tommy Cooper jokes –

  • The structure of the website These are the basics that you must get right if you want to compete
  • Turning older websites into mobile friendly websites could be tricky. However, newer websites are easy
  • Content is King, in the context that good content is what will help you to be found and shared by clients and prospects. Also, if you don’t have good content, anyone coming to your website is likely to be non-impressed compared to the others.

    Regularly updated, at lease once a month
    Relative to what you do – Genesys example of getting it very wrong – carbon credits
    Authoritative – Will spend more time at being the local/niche expert – We all know that experts can charge a premium
  • Page titles are vital – The days of being smart with Latin names are over!
    Heading of posts and pages clearly describe what you do

    Images – make sure you have a description ‘alt’ description to each one and a nice file name – Google cant
    ‘t see only read.
    Link to website relative to what you do – from a Google's perspective a link is like a recommendation. Can be done in numerous ways – Share information, comment on information, get a Grava tar a Disqus status etc.

    Google penguin followed on the heels of Google panda – Both black and white animals – Google talk of black and white hat SEO techniques. Black hat are techniques that to trick Google. White hats is all about doing the right thing, good information rich content.
  • Ask for a volunteer

    Task is to find a website in the room.

    The key words – help, financial planning and Brisbane
    Anyone have any of those words in their URL?
    Next stop – Title – anyone have financial planning and Brisbane in their title?

    Anyone have a title ‘help with financial planning? Why not a something like – How we help the people of Brisbane with their financial planning

    Content = keywords, help, how to, financial planning, Brisbane
    Get it linked with other similar advisers

  • Break it into two segment – content creation and content distribution
    Tell story of Slideshare re SMSFCoach

    Liam Shorte – now over 300 views yet very few turned up for the seminar – cost - Zero

  • This what you’ll find when you search SoLoMo
  • This is what you should think about with SoLoMo

    People are more specific with their search requests – eg, Where can I find a retirement financial planner in XXX suburb

    Mentioning your area throughout will assist to be seen as the local expert eg How we help Bill Smith of Suburb with their retirement planning
    Local news update
  • Be social – communicate in a friendly manner – Don’t think of it as marketing
  • Keep it simple and informative –
    Consider Sldeshare
    Use other people content – Buy my content
    Testimonials and case studies – great and can be done on YouTube
    Newsletters – use it for that and link back via and email eg Money Management, Financial Standard etc

    Also Q&A – major newspaper websites the Q&A segments always seem to top the lists of most popular
    A good summary on my website

  • In your filing cabinets you have thousands of prospects
    Beats handing out the business cards

  • Facebook tends to be friends and family – Not great for business. However, make business more personal and you’ll be a long way to getting it right.
  • Twitter – My Favourite

    So simple and quick – you must get on board.
    UK growth re EPL – over 100% growth, over 12 tweets per second in Chelsea V Barca semi final of European Championship

  • A great way for staying in touch with the news and broadcasting info about yourself

    Good – Alan Kohler, Ross Greenwood, David Koch. Follow these guys for tips and tactics

    Do you have a personal or business account – My opinion you have both. Martin Lewis of Monsey Saving expert in UK

    A good summary on my website

  • Who is on Linked In? Anyone participating? Any company businesses on Linked In?
  • Don’t stay only in touch with friends and others as a passive user.

    Get involved. Connect with real opportunities – When was the last time a financial planner gave you a good lead?

    Good for hiring – instant resumes
    Review prospects – you can get to know a lot about them very quickly

  • Important – Posts and information that can be compliance specific don’t rate!! Don’t get hung up on technical jargon and product specific information
  • We all know that the successful financial planner s not always the most technical proficient – it comes down to the communication skills. This is why social media is ready made for financial planners – you have the skills, just need to implement them

  • Most planners fall into one of two categories – either doing nothing or just jump in.

    If you see major brands marketing you’ll quickly notice that the web and social media plays a critical role. Anything from visit our website, like us on Facebook, a rise in QR codes with advertising, business cards etc.

    So, don’t think of social media as something different, think of it as mainstream and build it into your strategic marketing plan.

    What do you have, is your website up to speed? Cheaper and easier to build a new one that will be more compatible with new developments including tablet and smart phone technology.

    Agree on a course of action

    Most importantly make a start.

  • Content can be simple, refer back to blogging see also Humble Financial Services for a blogging and twitter guide

    Don’t forget the humble email – everyone has an account. Use it as best you can. With the email, remind your clients that you are on facebook, twitter etc. Encourage them to visit your website etc and share with their friends.

  • Be Found, Be Heard, Be Trusted slideshare show

    1. 1. Building a Competitive Advantage through the Web and Social Media
    2. 2. Warm Up – Show of Hands  How many chances do you have to make a good first impression?  Most likely your first impression will be on the web!  Statistics – Who is ‘personally’ using social media?  If you are not using social media - Is anyone in your home using social media?  Have you used the Yellow Pages in the last Month?  Have You used Google Search in the last Week? You're on the web and so are your clients and prospects
    3. 3. Are You getting Your Share? In Australia, each month, there are:  74,000 searches ‘Financial Planning’  90,000 searches ‘How to Invest’  301,000 – searches ‘Retirement How To’  90,000 – ‘Life Insurance’ Source: Google Keyword Tool The web combined with social media is the ‘go-to’ channel for personal services, including the services of a financial planner
    4. 4. Marketing is Evolving $$s not as Important – reach available to everyone and free (time) How you plan and implement is now critical
    5. 5. The Game Changer - PULL Old Marketing – Push messages  One way static messages  Yellow Pages, local newspapers  Tell people what to do – Call Me Now! New Marketing – Pull Messages  Engaging – two way messaging  Attract people to ‘connect’ to you and your business  Show - What you do and why you do it
    6. 6. To be known as a comedian, don’t tell people you’re a comedian, do funny jokes, they’ll soon catch on Stop Telling - Start Showing
    7. 7. Your Website = Your Foundation The Look  Colours – Consistent on all pages, easy on the eye, professional (Blue)  Fonts – Easy to read, consistent family of fonts  Very clear that it is a financial planning website – words and images The Feel  Easy to navigate  Links work – Broken links are a killer  Not confusing – Don’t have too many bells, whistles and PDFs  Easy ‘call to action’  Easy to connect – Social Media, subscribe etc.
    8. 8. Mobile and Tablet Friendly  Over 50% of Aussies have a smartphone  Tablets are very popular  Search enquiries via mobile devices is a massive growth opportunity  Sharing of information via mobile devices also growing at a rapid rate  In a nutshell, your website needs to look good and work on mobile devices
    9. 9. Website – Content is King  Having ‘Brochure on the web’ is dead – Your clients and prospects don’t like it and neither does Google  Content needs to be: 1. Current – Regularly updated 2. Relative - To your business 3. Authoritative – The local expert/Niche expert
    10. 10. Be Found - SEO Refresher Search Engine Optimisation = Get found by Google What does Google like?  Good quality content – Current, relevant, authoritative  Easy for Google to understand your website – Titles, headings, URL names, images with descriptions  Appropriate use of Keywords – Not keyword stuffing  Links to similar and well known websites – Don’t link to websites for the sake of it TIP – Think like a robot that can only read very quickly
    11. 11. Exercise – Be a Google Robot Search Inquiry - “Help with financial planning Melbourne CBD” Where do you start as a Google robot?  URL and Page Titles  Headings for content  Website content – updated regularly  Relevant content – Plenty of content, good use of keywords relevant to the inquiry  Authoritative – Linked to similar websites
    12. 12. Be Heard - Social Media Social media content  Blogging - Posting of articles to the web  Includes -You Tube, Slideshare, images etc. Social media distribution  Email – Still social, most people have an email address  Facebook – Family and friends sharing news  Linked In – Social media for business people  Twitter – Micro blogging, one to many and many to one
    13. 13. Facts You Can’t Ignore  10,945,950 Facebook users in Australia  Over 50% of adults on Facebook  Best guess – 75% of households have access to a Facebook account – seen quoted >90%  Twitter – 1.8 Million  Linked In – 3 Million  Google Plus – 1.1 Million
    14. 14. Be Trusted  92% - Trust a recommendation from a friend  70% - Trust opinions posted online  58% - Trust branded websites  47% - Trust TV ads  42% - Trust Radio ads  40% - Trust TV product placements  33% - Trust online banner Ads Test *Nielsen Global Trust Survey April 2012
    15. 15. SoLoMo – Social Local Mobile Social is fast becoming Local thanks mostly to Mobile What people talk about re SoLoMo  Google Maps, Checked In on FB, Four Square  Local advertising linked to your location  Retailers giving away extras if you ‘check in’ on your mobile app  New technology will allow SMS messages as you walk past a shop – ‘Come in an buy something’
    16. 16. Local/Niche -Opportunities What You should focus upon:  If you want to known as the ‘local expert’ let people know, better still get advocates to tell your story  Localise your blog – mention your address and surrounding area throughout your website  Tweet and support local news - add a hash-tag; eg A great day at #town-name today  Niche – Talk to your niche market  Be specific – depth of knowledge versus breadth  Mix with your niche via Linked In and Twitter
    17. 17. Distribution - Communication Basic Rules for all Social Media Platforms:  It’s called ‘social’ for a reason – Communicate, be social  Don’t ‘Push’ messages – Engage and add value  Don’t bore your followers – “I’ve just checked in to so and so cafe – again!”  Share insights to your and your business – Let people to get to know you -Trust  Think of social media as ‘Casual Friday’
    18. 18. Blogging – Create Good Content
    19. 19. Tips for Blogging  Easy to read – Informative but not technical papers  Case Studies -What you do, why you do it  Client testimonials – How you helped them  Quick tips and tactics – something for nothing  Current hot topic – ‘How to retire comfortably with low interest rates’  Personal insights – You in the community  Don’t push for the sale  Don’t ramble on
    20. 20. Facebook  Massive! Approx 50% of Aussies have an account, 75% have access  The average user has approx 200 friends  Spreading across all age groups  Mostly used for communicating - family and friends  Businesses set up a page and collect Fans who ‘like’ the page  Quick math – for 1,000 clients: 1,000 x 75% x 200 friends = 150,000 prospects
    21. 21. Facebook for Business  Create a page and build a fan base – Tell all your clients, >50% of them will have a Facebook account  Post your blog posts – Click and drop, very easy  Post updates relevant to your market – eg articles you found of interest  Communicate – Respond to comments  Not convinced? – If one client likes or comments on your FB page, on average 200 people will see your business on their FB account.
    22. 22. Twitter - Micro blogging  Becoming popular to stay in touch with friends, work, news and ‘streams’ of information  Approx 2 million accounts in Australia – growing faster than Facebook but from a lower base  Ease of use, speed of messages, engage in numerous conversations, check the news, sport, TV programs – even be part of the program - #QANDA  You can follow anyone and anyone can follow you  One to many and many to one messaging
    23. 23. Twitter for Business  Build a following – Follow people in similar businesses, in your profession and in your target market  Post regular tweets and engage in conversations – This will help you to build a following  Fast and easy way to get your messages out, including links back to your website  Let people to get to know you – share personal insights especially on weekends  Listen – A great resource what is going on in business, eg follow #smsf
    24. 24. Linked In  Social Media for business people  3 million users in Australia  ‘Résumé’ on the web!  Post messages, like and comment (similar to FB)  Groups with similar interests becoming popular, eg – Superannuation Australia > 2,000 members  Good for keeping track of staff movement in the industry
    25. 25. Linked In for Business  Keep up to date with colleagues and business interests  Research, network and connect with your target market  Start connecting with clients – your target market  Participate in groups where you can generate opportunities – eg small business groups  Start a company page – post more info about your business  A platform for hiring staff and reviewing prospects
    26. 26. Compliance - KISS  Avoid being product specific – Keep that for the SOA  Keep advice general – Don’t tweet ‘Buy BHP’  Refer back to specific material – ‘Why we believe the share market is still a good investment – LINK’  Refer to blogging tips – Keep is easy to read, personalise you updates.  Don’t get technical and don’t ramble on  Rules for Social Media - No different to rules that apply for what you say and what you do outside of social media eg – what you might say at a BBQ
    27. 27. Bringing it all together  If you feel a little overwhelmed – don’t panic! Social media is ‘Ready Made’ for financial planners. “Personal skills to build rapport and engage prospects have always been the difference between success and failure as a financial planner – The web and social media allow you to touch more opportunities than ever before”
    28. 28. Step by Step Guide  Draft a strategic marketing plan – Core focus being - know your target market and clearly articulate how you add value  Review your current tools – Start with a review of your website as this will be your foundation. Content will be the critical factor, not fancy colours  Agree on a course of action – Which social media platforms, staff appointed, training, articles for the web and a timeline to implementation  Make a start
    29. 29. Implementation 1. Create content – make sure it can be easily shared 2. Email to all your clients – ‘what it is and why important’ 3. Tweet carefully crafted messages. Use #tag if appropriate eg #smsf 4. Post on Facebook with comments – what and why 5. Post on Linked In and in Linked In groups that fit your target market 6. Monitor and respond to comments 7. Have a bit of fun – show some personality
    30. 30. Implementing Social Media
    31. 31. Useful Tools  Evernote – Save just about anything in the cloud  Ginger – Word and grammar assistant  Google - Search Engine Optimisation guide.  Google Analytics – Track your results  Hootsuite and Tweet Deck – SM Platforms  Mailchimp – Newsletters  Storify – Create stories and articles very quickly  Dropbox – Store files in the cloud – very versatile
    32. 32. Twitter Linked In