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Using LinkedIn to Increase Bank Sales
1.
Using LinkedIn to live work contribute …and
increase bank sales • Jennifer Grazel, LinkedIn • Mark Zmarzly, ACTON Marketing © 2011 LinkedIn. All rights reserved. Confidential 0
2.
Agenda Overview of
how marketing has changed Insight into how LinkedIn is designed to help you: Find leads and decrease cold-calling Generate more business opportunities Discover how people are connected Engage your existing clients Position yourself as an expert and thought leader Ideas to engage your community and own a niche © 2011 LinkedIn. All rights reserved. Confidential 1
3.
Keep in mind
as we go… Focus your content to future customers, not your peers. Our goal is to help you get found and generate sales, BUT, social media is about providing value and building community…sales is just the natural by product. Compliance still governs so check internally for policies on content, tracking of communications, etc. © 2011 LinkedIn. All rights reserved. Confidential 2 2
4.
Marketing Has Fundamentally
Changed “ You (can no longer) buy attention, you have to earn it” David Jones, Euro RSCG Marketers controlled: Consumers are the message, informed and in control medium and brand RESULT: New Musts: Transparency, Authenticity, Collaboration © 2011 LinkedIn. All rights reserved. Confidential 3
5.
This Change Applies
to Banking, too! Marketers controlled Consumers in control © 2011 LinkedIn. All rights reserved. Confidential 4
6.
1. Discovery of
Information Shift of how we find, consume and interact with information © 2011 LinkedIn. All rights reserved. Confidential 5
7.
Dramatic Shift in
Marketing Ecosystem 2. Sources of Influence Source: Forrester’s North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US), © 2011 LinkedIn. All rights reserved. Confidential 6
8.
High Net Worth
Investors are Engaging on Social Platforms 63% of HNW individuals use social media for personal finance and investing and said that usage influenced their investment purchasing behavior Corporate Executive Board, VIP Forum How many of HNW are on LI? According to Third Party research: • Spectrum: 19% of millionaires are on LinkedIn ($5-25M) • SEI: 24.5% ($5M +) © 2011 LinkedIn. All rights reserved. Confidential 7
9.
Small Business Owners
are also Using Social Media Platforms Millions of small business owners are leveraging the power of sites like Facebook and LinkedIn. http://mashable.com/2010/03/02/small-business-stats/ © 2011 LinkedIn. All rights reserved. Confidential 8
10.
120+ million potential
customers today and 4+ million more every month #29 largest site © 2011 LinkedIn. All rights reserved. Confidential 9
11.
LinkedIn: Global Internet
Business Platform Demographics Other Facts Average Age 44 # of Company Profiles > 2M Average HHI $105,731 # of People Searches (2010) > 2B HHI>$150K 22% # of Pageviews / month 1.3B+ College Grad 76% 2.2M Small Business Owners Fortune 100 Customers > 65% 7M Senior Executives # of Groups > 900K 400K Doctors # of Members in Groups 13M+ CXO at every F500 company Data from Q4 2010 © 2011 LinkedIn. All rights reserved. Confidential 10
12.
What are Professionals
Doing on LinkedIn? © 2011 LinkedIn. All rights reserved. Confidential 11
13.
What are Bankers/Advisors
Doing on LinkedIn? © 2011 LinkedIn. All rights reserved. Confidential 12
14.
Have foundational elements
in place before tapping into Social Media 1 • Identify your value proposition that differentiates your practice 2 • Develop your marketing plan • Develop your website as a key 3 component of your communication platform The future of the financial services business will belong to those who can lead, teach, and inspire through their authentic voices and develop deep social “chemistry” with their communities. Stephanie Simmons © 2011 LinkedIn. All rights reserved. Confidential 13
15.
Leveraging LinkedIn to
achieve your key goals Business Client Engagement Development • Be visible • Collaborate • Connect • Cascade • Prospect © 2011 LinkedIn. All rights reserved. Confidential 14
16.
Be Visible =
Robust Profile Business Development Summary Descriptive overview (keywords) © 2011 LinkedIn. All rights reserved. Confidential 15
17.
Be Visible =
Robust Profile Business Development Summary ++ Searchable/Visible Strong overview (keywords) Share worthy Content via WordPress, Slideshare Personal blogs © 2011 LinkedIn. All rights reserved. Confidential 16
18.
Powerful Business Development
Tools Business Development a. Faceted Search Search and prioritize by degrees of connection using: 2nd degree -Keywords - companies - titles (doctors, lawyers, cxo), - individual b. Groups © 2011 LinkedIn. All rights reserved. Confidential 17
19.
Prospecting
Business Development Step 1 Step 2 Step 3 © 2011 LinkedIn. All rights reserved. Confidential 18
20.
Enhancing Client Relationships
Client Engagement Step 1 Step 2 Step 3 • Invite clients to connect on • Set up RSS feeds. • Distribute content via LinkedIn Leverage LinkedIn Today preferred tools and Signal as source of • Ensure account settings insights • Listen to any reactions are set to your liking • Develop content strategy • Vary content formats • Organize and track your & calendar (video, podcasts, polls) connections through Profile organizer • Decide on frequency and • Be relevant and establish your rules of engagement your personal voice • Track and interact with your connections © 2011 LinkedIn. All rights reserved. Confidential 19
21.
LinkedIn is Designed
to Assist Your Goals Banker Goals LinkedIn Features Connect: Expand my network to maximize my • Faceted Search Amplifying Potential Connections use • Inmail • Requests for Introductions Be Visible: Be present where my customers • Visible Profile are and easily searchable (SEM impact) • Company Page Collaborate: Tap into & leverage colleagues • Groups and SMEs knowledge/POV on key topics • LinkedIn Today • LinkedIn Signal Prospect: Facilitate discovery of new referral • Referral from 1st Degree Connections sources • Inmail • Faceted Search • Direct Ads Support: Leverage LI as an additional • Inmail communication tool in supporting clients • Status Updates • Content Modules Cascade: Distribute Company and individual • Profile Updates Thought leadership • Company Pages • Content Modules © 2011 LinkedIn. All rights reserved. Confidential 20
22.
Some Step by
Step Ideas Remember: make it about your prospects, not just about you! © 2011 LinkedIn. All rights reserved. Confidential 21
23.
Some Step by
Step Ideas Cardinal Rule: Give to Get! © 2011 LinkedIn. All rights reserved. Confidential 22
24.
Some Step by
Step Ideas © 2011 LinkedIn. All rights reserved. Confidential 23
25.
Some Step by
Step Ideas © 2011 LinkedIn. All rights reserved. Confidential 24
26.
Some Step by
Step Ideas © 2011 LinkedIn. All rights reserved. Confidential 25
27.
What niche (and
search terms) do you want to own? Business Banking Advisor Financial Advisor Community Banker Mortgages & HELOC Think locally and nationally Small Business Lending Own it personally Business Finance Specialist Chicago’s Business Banker Small Business Banker Family Financial Planner Small Business Solution Provider 26 © 2011 LinkedIn. All rights reserved. Confidential 26
28.
Some Step by
Step Ideas © 2011 LinkedIn. All rights reserved. Confidential 27
29.
The End Goal
Be Seen Be Hired Be Resourceful Be Be Engaging Multidimensional © 2011 LinkedIn. All rights reserved. Confidential 28
30.
Final Thoughts &
Questions Social media is about connecting…not about you Your end goal has to be bigger than just branding, visibility, sales, etc.…add value to your community There are lots of resources available to you online and in the appendix • Thank you for your time! Let’s connect: www.linkedin.com/in/markzmarzly Or @BankMarketing www.linkedin.com/in/jennifergrazel Or @jgrazel © 2011 LinkedIn. All rights reserved. Confidential 29
Editor's Notes
As a result of all of this investment, you will find that this directly impact your search rankings.
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