@ColinTWilliams
About Colin Williams
 Long career in wealth management working for ANZ,
Challenger, ipac, Rabobank and AMP
 Financial Pl...
To Think About
 Social Media – A marathon not a sprint...but the gun
went off several years ago!
 It is no longer an opt...
If you decide not to talk to your clients
online – who will?
 If you make the decision not to have a web and social
media...
Digital Marketing, Great For Small Biz
Marketing
Budget - Not as
important as it
was. Reach is
Free
How you plan
and imple...
Social Media Disrupting Marketing
 What has NOT changed
 Need a clear Vision
 Know your target market
 What HAS change...
Rise of Web Marketing
Who finds Who? Sales funnel Dead?
Financial Services + SM Australia
 All major institutions and corporations are on-board
 Small business now taking it se...
Refresher - Social Media Platforms
 Facebook – Family and Friends, est 90% of
households access to Facebook
 LinkedIn – ...
Your Goals on Social Media
 Social Media = Real Time Communication Tools
 Opportunity to:
 Communicate to many
 Be par...
Mistakes on Social Media
 Looking to seal the deal on the first date!
 Starting with no plan
 Unsure of target market –...
Your Web and Social Media Plan
 It should be part of your strategic plan – not
something on the side
 You need a clear v...
Social Media Is Not a Silver Bullet
 If you have a rotten business model before creating an
online presence, you’ll still...
Components of SM Battle Plan
Website
as the
Hub
Core Content –
Blogs, video,
images
SM Platforms –
Facebook,
LinkedIn, Twi...
Why is content so important?
 SEO – Sorry there are now quick fixes – some hard
work required:
“Creating compelling and u...
Content Blog Ideas
 Simple Plan - One new blog post per month
 Mix them up
 2 X Case studies
 2 X Testimonials
 4 X N...
More Blog ideas
 What are your clients talking about?
 Short videos – Don’t need to be slick, most popular
videos are us...
Need help with Blogs and SM?
For Blogs we can:
 Write content
 Support with videos
 Consult on ideas and
develop a blog...
Your Website
You have one chance to make a good first
impression and today it will be on the web
 Simple design
 Visitor...
Website Pages and more SEO
 Small page descriptions okay if you want small clients
 High Net Worth clients can read and ...
Call To Action
 How will people connect with you?
 Do you let people know that you can help them no
matter where they ar...
Using Social Media
 Have some targets
 Focus on a core platforms – not all
 Integrate with your website – share buttons...
What gets measured, gets done
 Every business must have Google Analytics (GA)on
their website – It’s not an option in 201...
Need More help
For a limited time you can access the Humble Financial
Services Welcome Pack without subscription
Simply cl...
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Fast fowarding your web and social media strategy

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These are the slides from a recent presentation to financial advisers. Most professional will get value out of them. What captured the audience was the question ' If you decide not to talk to your clients online, who will?

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Fast fowarding your web and social media strategy

  1. 1. @ColinTWilliams
  2. 2. About Colin Williams  Long career in wealth management working for ANZ, Challenger, ipac, Rabobank and AMP  Financial Planning and Marketing – SM/GM/Director  Formed HFS in 2011 Why?  Always loved the internet (inc gadgets) and what technology brings  I believe we are only scratching the surface of possibilities through web and social media  The web is exciting – Where the action is 24/7/365
  3. 3. To Think About  Social Media – A marathon not a sprint...but the gun went off several years ago!  It is no longer an option to be just on social media – you have to be effective  Traditional Push marketing (one way messaging) is now seen as ineffective – death of Yellow Pages  Pull marketing is in – Engagement and conversation  Your website will have more visitors than your office  Transparency and Authenticity in everything we do
  4. 4. If you decide not to talk to your clients online – who will?  If you make the decision not to have a web and social media strategy, it does not mean that your competitors will make the same decision  Advice businesses are now seeing the opportunity to capture new clients via the web and social media and they are more than happy to take yours  More and more people expect you to have a social media presence, just as they expect you to have email and a mobile phone
  5. 5. Digital Marketing, Great For Small Biz Marketing Budget - Not as important as it was. Reach is Free How you plan and implement is now critical
  6. 6. Social Media Disrupting Marketing  What has NOT changed  Need a clear Vision  Know your target market  What HAS changed  New platforms – disrupting traditional media  One way messaging is dead  Monitor/measure/learn and adapt – Speed  What’s new  Need to be tactical – now critical (cant ignore day to day activities)  Personalities taking over brand - engaging
  7. 7. Rise of Web Marketing
  8. 8. Who finds Who? Sales funnel Dead?
  9. 9. Financial Services + SM Australia  All major institutions and corporations are on-board  Small business now taking it seriously  Few are doing it well but progress being made - fast  Banks turning ‘negative’ Facebook comments into opportunities  Twitter used as a distribution of news  LinkedIn and Twitter very popular among advisers  Spokespeople being used to engage opportunities – Easier for Small biz than corporations
  10. 10. Refresher - Social Media Platforms  Facebook – Family and Friends, est 90% of households access to Facebook  LinkedIn – Popular with professionals including financial advisers  Twitter – Crosses all sectors – The new News source  Google Plus – Not taken off but beginning to be popular with business  Instagram – Images and link to SM platforms  YouTube, Slideshare – Used with SM  Blogs – What people share (Wordpress and Tumblr)
  11. 11. Your Goals on Social Media  Social Media = Real Time Communication Tools  Opportunity to:  Communicate to many  Be part of conversations  Help be top of mind with your clients/prospects  Seek news for your business/industry  Find news on your competitors  Gather news on your clients/prospects.  Direct people to your website - Important
  12. 12. Mistakes on Social Media  Looking to seal the deal on the first date!  Starting with no plan  Unsure of target market – shotgun approach  Lack of content – nothing to say  Inability to capture opportunities as they arise  Scared of saying the wrong thing  Selling what you do – 16,000 advisers sell advice – what makes you different?  Not willing to spend a little money and time to learn
  13. 13. Your Web and Social Media Plan  It should be part of your strategic plan – not something on the side  You need a clear vision to communicate  Core objectives and duties including:  Commitment of time  Understanding your target market  Measurement of results  Prepared to try new things and fail occasionally  Be tactical – Things move quickly
  14. 14. Social Media Is Not a Silver Bullet  If you have a rotten business model before creating an online presence, you’ll still have one after being online  Poor businesses get found out  Good businesses get found out  You need a good business to be successful  You’ll need to be authentic and transparent in everything you do  Don’t forget, your clients all have social media megaphones to talk about you
  15. 15. Components of SM Battle Plan Website as the Hub Core Content – Blogs, video, images SM Platforms – Facebook, LinkedIn, Twitter Newsletter Database – Clients and Prospects Measure, adapt and learn – Google Analytics Content to be shared only on Social Media YOU Listen, Learn, Share
  16. 16. Why is content so important?  SEO – Sorry there are now quick fixes – some hard work required: “Creating compelling and useful content will likely influence your website more than any of the other factors discussed here” – Google SEO Book  You need something to talk about on Social Media 1. Engagement is not all about content – but it helps! 2. Sooner or later people will want to see what you can do 3. Your website is your new reception
  17. 17. Content Blog Ideas  Simple Plan - One new blog post per month  Mix them up  2 X Case studies  2 X Testimonials  4 X Newsworthy – what’s happening in the market place for your target markets  1 X Federal Budget feature  2 X Staff features – Achievements, personal insights  1 X Christmas/new year update
  18. 18. More Blog ideas  What are your clients talking about?  Short videos – Don’t need to be slick, most popular videos are usually NOT professional  Budget, Super rules, financial year, New Year  Posts about clients  Community events – Both you and your clients  Find good content and share – personalise it, e.g. “I like this because..”  Follow influential bloggers – Follow clients
  19. 19. Need help with Blogs and SM? For Blogs we can:  Write content  Support with videos  Consult on ideas and develop a blog calendar  Help structure a campaign  Review and recommend development for your website For Social Media:  Run SM education sessions  Develop processes to capture clients  Use SM for adverting – powerful  How to automate and use tools
  20. 20. Your Website You have one chance to make a good first impression and today it will be on the web  Simple design  Visitors need to know it is a financial adviser website!  Easy to navigate – Can you answer this question ‘If someone from your target market lands on your website where should they click?’  Adviser websites are often product based and include vague descriptions of what you do – no good  Update content as blogs – Not PDF and other files
  21. 21. Website Pages and more SEO  Small page descriptions okay if you want small clients  High Net Worth clients can read and will read before investing  Professionals want to source quality information  Google likes good titles and rich information  Has any SEO work be done on your website?  Titles rank heavily in SEO  Think of what someone may type into a search bar  Links to other websites – quality is important
  22. 22. Call To Action  How will people connect with you?  Do you let people know that you can help them no matter where they are? Include Skype, FaceTime on Contact Page and email signature  Some Tips:  Offer downloads for connecting with newsletter  Instant chat – talk live now  Create forms that gather great information  Book appointment with real times  Use of video – get to know us
  23. 23. Using Social Media  Have some targets  Focus on a core platforms – not all  Integrate with your website – share buttons  Listen, learn, share – Be social and engage  Be prepared to put in the time  Use tools effectively:  Hootsuite  Tweet deck  Mobile apps and notifications
  24. 24. What gets measured, gets done  Every business must have Google Analytics (GA)on their website – It’s not an option in 2013  GA – Measures site visits, page views, where they came from, campaigns, AB testing and much more  Discuss your monthly stats at business meetings  Know which visitors come from where  Which campaigns were most successful Spreadsheet for measuring SM and Web activities available at my website – sign up required
  25. 25. Need More help For a limited time you can access the Humble Financial Services Welcome Pack without subscription Simply click on the link below and receive a free E- Book ‘Why Social Media is Ready Made For The Finance Professional and the Web and Social Media Activity Worksheet Click Here For The Welcome Pack

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