Social Media Marketing

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Shauna recently gave this presentation to a group of Marketing Executives. We know there is a significant amount of data out there to encourage individuals and businesses to jump on board the social media trend. In this presentation, we outline The Covenant Group's Five C's of Social Media Marketing and demonstrate their impact on a platform like LinkedIn.

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  • Although a number of our clients consistently hear that they MUST be on social media, one of the main questions they have once they sign up is HOW CAN WE EFFECTIVELY IMPLEMENT THE 5 Cs?

    Let me use LinkedIn as an example since many of us have had experience with the site.

    The first thing you need to do is build out an effective profile.

    next, Connect with members of your community to grow you connections.

    then start to ENGAGE.

    Join Groups!

    Test out a Targeted Ad Campaign.

    Leverage LinkedIn’s publisher
  • At The Covenant Group, I work with our clients to help them leverage LinkedIn through a detailed review of their existing profile to highlight areas where they can improve, identify what is missing and how they can differentiate themselves from the crowd

    Your profile is not just about raising your professional reputation, but also about building your personal brand.
  • Connect with members of your community to start building out your connections. You can find people by searching them directly, adding you email address book, or visiting the connections tab where people will be suggested to you right there!

    Don’t explain, illustrate. Don’t tell, describe
  • Next is ENGAGE. To engage with your connections – like, comment, or share their content. LinkedIn now provides you with the opportunity to congratulate people when they change jobs or are celebrating an anniversary at a job – take advantage of the opportunity to reach out



    Don’t explain, illustrate. Don’t tell, describe
  • Join Groups!

    LinkedIn has over 2 million groups to choose from. The interest tab helps navigate you to explore the variety of groups that LinkedIn suggests based on your profile.

    Find the community that is right for you. For financial services executives, it might be a financial services group. For advisors, it might be a group for entrepreneurs. You want to pick a group that will help to elevate your personal or professional brand. You want to join a select number of groups where you can engage in meaningful conversation with other members.


    Don’t explain, illustrate. Don’t tell, describe
  • Test out a Targeted Ad Campaign. You can pick your location and a variety of other demographic characteristics for your target market.

    Set a small budget test out a few different images and tag lines to see what works best. Remember to experiment!

    Don’t explain, illustrate. Don’t tell, describe
  • If you are a content creator, we highly recommend leveraging LinkedIn’s publisher.

    You probably noticed that LinkedIn started publishing content from certain “Influencers” – Richard Branson, Tim Brown, Arianna Huffington. In February of 2014, they started to open it up to LinkedIn users. It is now available to all.

    Just make sure you have a publishing plan because readers crave consistency!

    Don’t explain, illustrate. Don’t tell, describe
  • Remember, that you want to leverage social media to ADD to your marketing mix. It should not become your only focus.

    At The Covenant Group we work with our clients to implement 6-8 robust marketing strategies.

    Internet Marketing and Social Media should be part of your external marketing strategy

    Social media efforts can also act as part of your pipeline management strategy.
    - It is one of the channels you can leverage to convert prospects to clients

     
  • Internet marketing has become increasingly relevant for those wishing to build their brand, especially in new markets. You probably know from your own experience that more and more people turn to search engines to find answers to their questions and resources for the things they need.

    One easy way to increase your search ranking is to leverage the social networking sites. They are working to increase their SEO for their customers – YOU – so that your profile will appear on the first page of a search result. When people see your profile it helps to establish a sense of trust early on.

    The beauty of these resources is they are FREE to use. The important thing to consider before branching out to YouTube, Facebook or Twitter is whether you have the resources to be consistent. You don’t want to start an i-Tunes podcast, do 3 of them and then decide you don’t have the time to dedicate to continually develop content.

    The same is true for a newsletter. This is a great opportunity to demonstrate your expertise. Just remember - If you decide to generate content, be consistent.
  • Our experience demonstrates that if an advisor stays in touch with a prospect over a period of 3 years, 35 out of 100 will become clients. As you know, people often buy based on trigger events – getting married, buying a home, having a child, retirement etc.

    However, only 2 out of 100 advisors have a pipeline management system that allows them to stay in touch and remain top of mind for when one of these events occur.

    What are some of the things you do to develop your pipeline – whether your prospects are advisors or individuals?

    A pipeline management system comes in many forms and should be used for clients, field force and prospects. (review bullets)

    Social Media can play an active role in your Pipeline Management strategy. I would like to take this opportunity to show you how we are helping our clients integrate a unique touch point into their pipeline management strategy by using ABConnect.

  • Did everyone get introduced to our ABConnect platform last year when Mike and Wayne presented on social media?

    NO? Explain the beauty of ABConnect!

    The ABConnect platform has dramatically improved since then as we have taken all of the great feedback from our user’s across North America.

    If you remember the presentation from last year, you will definitely see the difference.

    You start off on a home page that, once you have
  • Once I go to read an article and want to send it to Garrett, a message appears on the right hand side. I can customize both the Subject and the body of the message or choose from the message type options in the dropdown menu as a starting point.
  • Once I go to read an article and want to send it to Garrett, a message appears on the right hand side. I can customize both the Subject and the body of the message or choose from the message type options in the dropdown menu as a starting point.
  • Once I go to read an article and want to send it to Garrett, a message appears on the right hand side. I can customize both the Subject and the body of the message or choose from the message type options in the dropdown menu as a starting point.
  • Social Media Marketing

    1. 1. S H A U N A T R A I N O R T H E C O V E N A N T G R O U P Social Media © The Covenant Group shauna@covenantgroup.com 877.903.3878 ext. 314 @ShaunaTrainor @TCGIntl
    2. 2. Who’s on Social? © The Covenant Group
    3. 3. Why Social? Conversation Content Connection Community ALL to CONVERT © The Covenant Group
    4. 4. What Platforms are People Using? 1. LinkedIn 2. Twitter 3. Facebook © The Covenant Group
    5. 5. Don’t Discount the Other Guys! Google+ YouTube Pinterest, Instagram Yelp, Better Business Bureau Slideshare Podcast Your Own Website ABConnect © The Covenant Group
    6. 6. How Can You Engage Your Community? EX: LinkedIn Build your profile Connect Engage Groups Targeted Ads Publisher © The Covenant Group
    7. 7. How Can You Engage Your Community? Build your profile © The Covenant Group
    8. 8. How Can You Engage Your Community? Connect © The Covenant Group
    9. 9. How Can You Engage Your Community? EX: LinkedIn Engage © The Covenant Group
    10. 10. How Can You Engage Your Community? Groups © The Covenant Group
    11. 11. How Can You Engage Your Community? Targeted Ads © The Covenant Group
    12. 12. How Can You Engage Your Community? Publisher © The Covenant Group
    13. 13. All Part of the Marketing Mix 1. Sales to Existing Clients 2. Obtaining Introductions, Recommendations and Referrals 3. Pipeline Management 4. Networking and Netweaving 5. Internet Marketing and Social Media 6. Collateral Professionals and Centers of Influence 7. Seminars 8. Community Involvement © The Covenant Group
    14. 14. Internet Marketing  SEO & SEM increases your Google ranking and makes it easier for people to find you  Social Media channels  Posting videos, images and articles on social media and your website © The Covenant Group External Marketing
    15. 15. Pipeline Management  Newsletter  Birthday/Anniversary Acknowledgement  Invitation to Events  Milestone Events  ABConnect © The Covenant Group Internal Marketing
    16. 16. Pipeline Management  ABConnect © The Covenant Group Internal Marketing
    17. 17. Pipeline Management  ABConnect © The Covenant Group Internal Marketing
    18. 18. Pipeline Management  ABConnect © The Covenant Group Internal Marketing
    19. 19. Pipeline Management  ABConnect © The Covenant Group Internal Marketing
    20. 20. Pipeline Management  ABConnect © The Covenant Group Internal Marketing
    21. 21. Pipeline Management  ABConnect © The Covenant Group Internal Marketing
    22. 22. Pipeline Management  ABConnect © The Covenant Group Internal Marketing
    23. 23. Marketing There are 3 considerations in building your brand: 1. Relevance - Do clients and prospects see what you do as relevant to them? 2. Differentiation - Do they see what you do as unique? 3. Sustainability - Do they see the relationship with you as ongoing? © The Covenant Group
    24. 24. Anything That Would Still Hold You Back? © The Covenant Group
    25. 25. Thank You!  QUESTIONS???  Interested in a LinkedIn Review Session?  Interested in ABConnect?  Check it out – abconnect.covenantgroup.com  Let’s setup a webinar for The Covenant Group to take you through the application!  Join us at The Pinnacle Conference  November 9 - 11 at the Fontainebleau Miami © The Covenant Group

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