COLD CALLING THE INTERNET How to Apply Traditional Sales Techniques to Internet Tools
OUR GOALS FOR TODAY• Increased comfort level with using social media and blogging to market your agency Online• Better understanding of the five stages to selling Online• Leave with action-items you can apply to your Online presence immediately
MYTHS ABOUT INTERNET SALES• Internet Shoppers Buy on Price – If we don’t treat our product like a commodity they won’t buy it like a commodity• We Need To Be On Every Social Media Site to be Successful – There is much more to success Online beyond Facebook and Twitter• Consumers Need Our Expertise – The information gates to our knowledge have been unlocked
“The Internet is a Cold Caller’s Best Friend” Blogging
WHERE DO I GET CONTENT?• Client questions • The weather• CE Classes • Safety tips• Trade magazine • Other insurance• Community events agencies• Charitable events • Your own experience• Employee success • New technology• Testimonials • Market changes• Case studies • Industry events
“Be bold… Because everyone else is doing everything else.” Success
COMMON OBJECTIONS TO SOCIAL MEDIA• We work on referrals… • So does the Internet• Internet leads are price shoppers… • Statistically not true• It takes too much time… • Only if you let it• I don’t know anything about computers… • Hire someone that does• I don’t like the Internet • But your clients do
WHAT SOCIAL MEDIA SHOULD I USE?• Facebook• LinkedIn• Twitter• Google+• YouTube• Pinterest• Foursquare• Yelp
How do we get people to buy?FIVE STAGES OF SELLING ONLINE
• DefineFive Stages of Selling Online – AudienceIt doesn’t matter what topic you • Attractchoose to create content on… – InterestIt doesn’t matter what platform youchoose to create content… • EngageIt doesn’t matter what medium tochoose to create that content in… – PersonalityIt doesn’t matter how often you create • Subscribecontent… – Relationship…you must define your targetaudience, attract them with content,engage them in the conversation, • Convertsubscribe them to your material andthen you convert them into REVENUE! – Value
“Write for Everyone and you Write to No One” Define
Define - Action ItemGo to your client’s and prospects’ Website, Facebook page and LinkedInprofile. Subscribe to blog posts and newsletter, Like their Facebook pageand Connect on LinkedIn.
“It’s not the Voice… It’s the Message.” Attract
Attract – Action ItemPick your favorite charity or community organization and write at leastone piece of content a week for the next month about that organization.Share why you support them and how THEY’RE making a difference.
“Every blog post is a Salesperson working 24 hours a day” Engage
Engage – Action ItemComments are a blog’s best friend . The interaction between you andyour web visitors strengthens your relationship. Encourage commentsby asking for questions or experiences or you can hold a contest.
“Today you deliver value, Tomorrow you build a relationship.” Subscribe
Subscribe – Action ItemGo to website or blog and look for your “Subscribe” area. Where is it? Ifit’s not right up front at the top of homepage and every other page onyour website make that change today!
Convert – Action ItemEvery web page must contain a Call-to-Action. In your next piece ofcontent tell readers exactly what you want them to do… Sign-up forNewsletter, Like us on Facebook, Request a Quote.
Success!Success is possible for small business. After only four months of bloggingour Insurance Agency’s website is listed on the first page of Google forthe term “What is General Liability.” A key phrase for our industry.
“Creativity for creativity sake has it’s place… But creativity with purpose fosters success.” Success
“Blogging, Social Media and the Internet are just tools to buildrelationships the same way you always have” Success
Questions• What aspects of social media and blogging are you still uncomfortable about?• Are there specific social media platforms you don’t understand?• Can you see your organization utilizing the five stages or are their concepts that are still confusing? If you have questions contact me: firstname.lastname@example.org
Thank You• Ryan Hanley – Twitter: @RyanHanley_Com – Web: www.RyanHanley.com I wish you all Success in your Online Marketing!