Sales In The Digital Age for the Builders Association of Greater Indianapolis

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Miranda McCage, Associate Digital Strategist at MediaSauce, shares digital communications strategies for the home building industry with the Builders Association of Greater Indianapolis.

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  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612 How many of you are going to retire in the next year? If you are, you can ignore everything I share today and continue your business as you have forever. If you’re not, ignore me at your peril. I’m going to talk about the way business will be done in the future, and even how business is being done today . Let’s discuss how to expand your reach , increase your speed of growth and be found by your customers. Before I get started, can you all grab your business cards and pass them to the front?
  • A little bit about me: I’m an associate digital strategist at MediaSauce, where I develop online strategies for companies that want to connect, engage and convert their prospects into customers. MediaSauce partners with companies to develop strategies and execute digital communications tactics that help them reach their sales and marketing goals. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612 Selling is different these days. The model has changed. The days of sales person as information agent are over. This isn’t to say that door-to-door, man-on-the-street selling is going away – it never really will. People like to connect with eachother. However, what we’re going to talk about can enhance your selling capability and help you reach a larger audience.
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612 Radio, TV, Outdoor, Print and WOM advertising used to dominate the market.
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612 Today, customers can discover your business, product and services through millions of channels through the Internet. Anyone can have a channel. Have any of you ever visited www.mirandamccage.com? Of course not! But even if you don’t, my mom might – and even if my audience is small, I have a channel through which I can directly communicate to millions of others online.
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612 You used to have the power to control what your customers see and hear about you. Corporations and media used to control what people saw. 90% of internet content was provided by corporations and media companies.
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612 Today, everyone has a voice. Through digital communication channels, everyone can provide information – positive and negative – about your business. 50% of all content online is now controlled by individuals. Anyone can set up a website. And they do.
  • Strangers comments on the web Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Consider how quickly communicating has changed. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Talk about SPEED! Connect, Engage and Convert. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • How about outside of your website? How important are search engines? Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • When you Google this family’s builder (their brand name, even), this blog is the 6 th result. Story about how their positive, and then rapidly deteriorating experience with their builder was documented on this blog, with suppliers, neighbors, and other homebuilders weighing in through comments. When things went south, Bedrock Builders found this blog and contacted Matthew to offer his services. Since then, through the blog, Matthew has sent numerous referrals to Bedrock. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Steve Gray joins me to share his story of using digital media successfully to Connect, Engage and Convert his visitors into customers. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Introduce your website – with several calls to action. Visitors can connect with you on Facebook, easily find project photos and testimonials, sign up for a monthly enewsletter, participate in polls, etc. Action-oriented website with personality. And this business is all about personality – and relationships. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • The more places you are online, the easier it is to find you. Own your brand name’s search results. “Steve Gray Renovations” yields several pages of search results. Articles, Facebook page, partnerships, LinkedIn – he’s easy to find. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Consider search – and not just for your own brand name. “Home Renovations Indianapolis,” Steve Gray Renovations is the first search result. Your website should use these words to communicate to people and search engines. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Humans are social. They like to connect. Free social media tools – especially the ones where your target audience already are – can be easy ways to connect and drive audiences back to your website to connect with you. Requires a time commitment – so if you decide to participate in social media, dedicate at least 10 minutes a day to checking in and responding to your customers. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Great for building repeat customers. Useful tool for follow-up on up-sales and cross-selling for accessories, upgrades. Avg American checks their email inbox 5x each day. Low cost, customizable and targetable. Requires a good writer who understands the call to action. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Partnerships and affiliations can yield fantastic results. Consider where you get referrals offline – are there opportunities to leverage those relationships digitally? Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Small, quick wins that you can walk away with today. If you listen to everything I share today, and don’t accomplish all of these digital communication tactics until January 2011, give yourself a pat on the back. You’re doing great. There’s no reason to bite off more than you can chew. Start small, and build from there. Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Social Media for the Banking Industry www.mediasauce.com | Presented by James Burnes | 317.512.3612
  • Sales In The Digital Age for the Builders Association of Greater Indianapolis

    1. 1. Builders Association of Greater Indianapolis Sales in the Digital Age Miranda McCage, MediaSauce
    2. 4. A limited number of channels
    3. 5. Millions of channels
    4. 6. Control what people see
    5. 7. Everyone has a voice
    6. 8. Social Media Has Shifted Who People Trust To Influence Their Decisions Source: Nielsen Global Online Consumer Survey, April 2009  Recommendations from people known 90%  Consumer opinions posted online 70%  Brand websites 70%  Editorial content (e.g. newspaper article) 69%  Brand sponsorships 64%  TV 62%  Newspaper 61%  Magazines 59%  Billboards / outdoor advertising 55%  Radio 55%  Emails signed up for 54%  Search engine results ads 41% 
    7. 9. 38 Years it took newer marketing tools to reach an audience of 50 million
    8. 10. Years it took newer marketing tools to reach an audience of 50 million 13
    9. 11. Years it took newer marketing tools to reach an audience of 50 million 4
    10. 12. Years it took newer marketing tools to reach an audience of 50 million 3
    11. 13. Years it took newer marketing tools to reach an audience of 50 million 2
    12. 14. Be Found There are 31 BILLION searches on Google every month.
    13. 15. Understanding the Basics of Search PAID RESULT PAID RESULT
    14. 16. Understanding the Basics of Search ORGANIC
    15. 17. Even if You Ignore It…Search Affects You
    16. 18. CASE STUDY STEVE GRAY RENOVATIONS
    17. 20. Owning Your Name in Search
    18. 21. Consider Keywords and Phrases
    19. 22. Connecting With Customers
    20. 23. Emarketing: A Great Way to Bring ‘Em Back DATA CAPTURE
    21. 24. Referral Relationships and Partnerships
    22. 25. WHAT DO YOU NEED TO DO NOW?
    23. 26. www. yournamehere .com (www.godaddy.com to buy) Buy Your Primary Domain Name
    24. 27. Monitor What People Are Saying www.google.com/alerts
    25. 28. Monitor What People Are Saying http://search.twitter.com
    26. 29. Control Your Brand Presence http://knowem.com
    27. 30. Questions?
    28. 31. connect with me diasauce Miranda McCage Cell: 812.219.7428 [email_address] www.mediasauce.com OR CONNECT WITH ME ONLINE: www.facebook.com/mirandamccage www.twitter.com/mirandamccage or @mirandamccage www.linkedin.com/in/mirandamccage
    29. 32. THANK YOU!

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