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Online Advertising Best Practices for Insurance and Financial Advisors
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Online Advertising Best Practices for Insurance and Financial Advisors

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Paula Keller, Director of Account Management at Search Influence, shared online advertising best practices in the insurance and financial industry with the Greater New Orleans chapter of the National ...

Paula Keller, Director of Account Management at Search Influence, shared online advertising best practices in the insurance and financial industry with the Greater New Orleans chapter of the National Association of Insurance and Financial Advisors on May 9, 2013.

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  • Online – it’s fun!
  • Not the Loco Motion
  • For
  • Source: Comscore
  • Source: Comscore
  • What is SEO? Organic Vs. Paid Vs. Local Organic Results are found on the Left hand side of the Page Local also known as Maps results Integrated -  hybrid of Local and Organic Paid Search, Results on the right side of the page and in the yellow box above Organic Through on site and off site techniques, we improve the rankings of your site.
  • Why is SEO Important? The organic results are more trusted by search engine users. The numbers prove this to be true:60 - 80% of searchers click on organic results90% do not leave page one   Some studies show it as high as 97%
  • Keywords What are people searching for? What are you selling and how are people searching for what you’re selling?Is it relative to your business? How Competitive is the market? ContentHow well does your site say those important keywords?Links Are other websites reinforcing that it’s you who should be found by linking to you?Google Loves Links! Keywords and content provide a solid foundation, and links reinforce to Google and others that you do what you say you do. When competing for high-value keywords, you’re unlikely to win without ongoing link building.
  • For
  • For
  • As you can see all the directories talk to each other and all roads lead back to google places
  • For
  • For
  • For
  • For
  • Note: SI runs every site through a duplicate content checker to identify opportunities to improve and minimize risk of content duplication.
  • For
  • For
  • On average amongst all age cohorts 16% would ask friends on Facebook and other social sites which local shops to use.8% over 5522% under 35
  • 70% trust reviews from StrangersA recent study showed that with it required a minimum of 6 Reviews for someone to have trust
  • Whatever process or method you use it has to work for you, customer AND the search engines.Regularity but not too regularCustomers will find it odd if you have 6 reviews over 2 months and then nothing
  • Spend 1 week or even 1 day writing down the questions your clients ask you. Each question can be a blog post!
  • Always replace this slide
  • Where Will They Land?
  • Difference between PPC & SEO:You rent PPC whereas you own SEO. You own those organic links.
  • Think of your Facebook page as a content vehicle
  • Social freshCustomer Acquisition: Gaining new customers through social media is effective in targeting markets you would have otherwise overlooked.Brand Awareness: Positioning your brand at the top of our customer’s mind improves buyer loyalty.Targeting: Allows for better demographic targeting identifying your ideal customer & their friends.Engagement: (Community Building) Deploys a high level of contact to your customers making them aware of specials and events.The number of Local Business Pages advertising on Facebook have nearly doubled since January 2012150M people visit Facebook Pages every day in the US, 1/2 of these visits are happening on mobileOver 300,000 Pages have promoted over 2.5M posts since Promoted Posts for businesses launched in June 2012; over 25% of the businesses are new advertisers 75% of daily Promoted Posts advertisers are repeat customers
  • Check out who likes you and see who you should market to.
  • Dollars flowing over to social media solutions
  • Your business thrives on referrals

Online Advertising Best Practices for Insurance and Financial Advisors Online Advertising Best Practices for Insurance and Financial Advisors Presentation Transcript

  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAOnline MarketingBest PracticesPresented to theNational Association of Insurance & Financial AdvisorsPaula Keller, Search Influence
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAHow do businesses promotethemselves online?• Search Engines– Organic / Natural Results– Paid Search• Blogging• Reviews• Social Media (Facebook)• Personal Online Branding
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAhttp://www.flickr.com/photos/seandreilinger/
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFASEARCH INFLUENCEMarketing Solutions Powered by Experts
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAAbout Search Influence• Helping customers successfully market online since 2006• We work with thousands of clients, directly and as a white-labelprovider to major national media companies.• Scalable Solutions Powered by Experts• Search Influence:• 50+ full-time employees• 70+ contract writers• 12 Adwords Certified Staff• Reputation:• 2011 Inc. 500 honoree• Recognized leader in search and social for local business• Over a decade in online media
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAAs Seen In…
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAAbout Me: Paula KellerDirector of Account Management• Seasoned manager with extensive customer service exp.• Accomplished local search marketing expert• Leads a team of 18 in:– Client services– Results optimization– Online Marketing strategy• Develop Products & Process
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAWHY ONLINE MARKETING?What is Your Competitive Advantage?
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAEveryone is Doing it…Photo Credit: Missourian Kiwanis Club
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFALocal Search:More Important Than Ever
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFASource: ComScore
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAWhat Does This Mean to You?• Competing insurance and financial advisors arefinding more ways to find your clients• You can use local search & social to target non-traditional buying audiences• Your focus should be placed on studying yourcustomer demographic• Use online marketing resources to target, engage andadd efficiency to your current methods
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFASEARCH ENGINE OPTIMIZATIONGOOGLE+ & MOREHelping Your Business Grow
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFASearch Engine Market ShareSource: Hitwise, Volume of Searches for the 4 weeks ending 11/2/201266.70%10.67%9.16% 2.95% 2.17%Visits ShareGoogleBingYahoo! SearchAskAOL Search
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAHow Search Engines Work• Crawling• Scouring the web for new content and linksbetween web sites• Indexing• Parsing, normalization, categorization andrecording of these data for later use• Searching• Presenting data to searchers in response to theirqueries in relevant and useful way
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAUnderstanding the Search ResultsPAIDSearch ResultsLOCALSearch ResultsORGANICSearch Results
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFASource: Optify Study, December 201037% of clicks go tothe #1 position60% of clicks go tothe top 390% of clicks go tosites on page 1Why is SEO Important?
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAThe Local SEO ApproachOrganic Results• Keyword• Content• Links• Lather, rinse, repeat!Local Search / Maps Results• Consistency inlocal citations (listings)
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAEssential: Consistent NAP
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAThe Anatomy of NAPWhat is a local citation?N A P + WNameAddressPhone #Website
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAWhy is Consistent NAPEssential?Don’t Confuse Google!• Your NAP should be in each of these places:• Website• Social media pages• Business directories – called “citations”• Number of citations is Important, but consistency ismore important• Your NAP is your local search fingerprint
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAThe Local Search Ecosystem
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAStep 1: Audit BusinessInformationSolidify your Biz Name• Multiple variations?• Check Secretary of StateSolidify Address• usps.com/zip4Solidify Phone Number- One per location- Should be local- Avoid call-tracking numbers
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAStep 2: Claim your Google+ LocalListing!• One listing per location using official NAP:– Firms with multiple practitioners: one listing perpractitioner also.• Complete Data:description, website, categories, photos, etc
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAGetting Started
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAStep 3: Update Additional Listings• Identify incorrect info about you– Whitespark Local Citation Finder– Google this:• "business name" + "phone number"• Organize citations so you can see NAP dataerrors• Update erroneous citations
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAInconsistency & Duplication ofCitations
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAUpdate Inconsistencies• Check InfoGroup, Localeze & Acxiom for incorrectcitation information– InfoGroup: http://expressupdateusa.com/– Localeze:http://webapp.localeze.com/directory/get-started.aspx• Channel partners get better pricing– Acxiom: http://mybusinesslistingmanager.com/• Duplicate citations are bad
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFATips• Keep track of login information• Use one email account for communicationwith citation sources• Be ABSOLUTELY sure your NAP isn’t alreadylisted before adding citations• Periodically monitor your biz listings
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFANext Step: Your website!
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAYour Website Content• Unique• Relevant• Include keywords– What are people searching when they look foryour services
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAContent Opportunities• Title Tags• Meta Descriptions• On-Page Headings• On-site Content
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFATitle Tag
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFATitle Tag
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAFee-only financial planning in New Orleans and Baton Rouge
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAMeta Descriptions
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAOn-Site Local Optimization• Is NAP on website readable?• NAP should match Google Plus Local page NAP• Talk about New Orleans• Make it easy to contact you!
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAImproper or Non-Existent On-Site Local Optimization
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAONLINE REVIEWS & REPUTATIONMANAGEMENTWORD OF MOUTH REFERRALS (OR DOOR-CLOSERS)Know What People are Saying About Your Business
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAHow DoConsumers Choose a Local Business?Social Mentions Vs. ReviewsSource:MikeBlumenthal
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFASources: Neilson 2009Harvard Business Review 2008
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAKeys to Successful ReviewManagement• Avoid bad reviews but plan for them too• What to do if you’ve had a bad review:– Own it (the customer is always right)– Describe how future customers will not have thisissue– Offer to fix the issue– Remember: Your prospects are the real audiencehere!
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAConsiderations When Asking forReviews
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAReputation Management• Set up Google Alerts for Personal Reputationmanagement– http://www.google.com/alerts– Place your name into ’Search Query’• Set the frequency for any mentions to come in “as-it-happens,” once a day or once a week.• Consider also setting up alerts for: twitterhandle, the company you work for, etc.
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAgoogle.com/alerts
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFABLOGGINGCONTENT = NEW CLIENTSHelping Your Business Grow
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFABlogging Overview• Much like the on-site content, blog content shouldbe unique.• The goal is to create content optimized withtargeted keywords to rank organically for terms.• The blog should live on your website, it shouldalso be separate from your news and eventssection.– yoursite.com/blog– Not: you.blogspot.com or you.wordpress.com
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFABlogging Examples
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAWhat do I write about?• FAQ’s– Each Q is its own post• Current events• Local events• Changes in regulation that affects yourcustomers• Keep it relevant to your business goals
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAPAID SEARCH”RANK” QUICKLYHelping Your Business Grow
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAPaid Search• Also known as pay per click (PPC) or cost perclick (CPC)• An online advertising model used to directtraffic (people) to websites.• Paid search is the fastest way to get in front ofyour target market
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAPaid Search• You need landing pages with prime calls to action• These pages will be your conversion vehicles• You should track your ROI by using call trackingnumbersWhy Paid Search?• Ideal for conversion tracking• It’s a process that is up and running quickly• You can target your ideal client demographic
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFASOCIAL MEDIATARGETING NEW AUDIENCESCreating Brand Awareness & Engagement
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAThere is more to Facebookthan this!
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAAdditional Solutions Offered
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAWhere are Facebook AdsViewed & Found?
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFADoes it Work?
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFACheck out who “likes” you
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFABrand your Page
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAWhy Facebook Advertising?Increased ROI:– Facebook Ads range from 25-50% of the cost ofrunning a Google AdWords campaign.Less Competition:– Facebook also has an advantage when it comes toyour volume of competition. In many businessverticals, Facebook has an estimated 1/20th ofGoogle advertisers.
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA“The Facebook”• Facebook is a very private and personalized social sitenot traditionally used for work• The more well known you become the more otherprofessionals become interested in your personal life andwill want to connect via Facebook• It may make connecting difficult if you are putting outcontroversial posts or keeping some old college pictures.• The recommendation is to hide your profile from thepublic eye
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAHiding Your Personal FacebookProfile• Go to the right hand icon that looks like a gear andclick• The drop down menu will appear and you will clickprivacy settings• Under privacy settings you will click ’privacy• Under “who can look me up” change it to “friends offriends” or just “friends” only• You also have the option to turn search engineindexation off
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAHiding Your Facebook Profile
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFACreating a SecondaryProfessional Facebook Profile• Create a profile with your full name and locationinformation• Add your professional bio, work history and brandinglinks• Go to your profile then click ‘about’ under this pageyou have the ability to edit all personal information• You may also choose to exclude personal details• Go to privacy settings via the gear icon on the righthand side and change visibility settings to everyone’
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAPERSONAL ONLINE BRANDINGGET FOUND
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAClaiming Your Brand onPersonal Identity Sites• Much like we focus on NAP for businesses think ofyour personal brand as Name+Occupation+Biography= N.O.B.• Consistent N.O.B. should be flush across yourpersonal identity sites and social profiles• Make sure to update all profiles when you changeyour bio, add certifications or additional areas ofexpertise• Keep content fresh and unique to your brand
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAGOOGLE+ MANAGEMENTFIND NEW CLIENTS
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAGoogle+ Profile (Individual)• Remember everything is public, posts show up insearch results• Optimize your profile with bio information• Image• Tagline• Occupation• Posts• Sharing with circles
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFADesign Your Snippet: Google+Profile
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAGoogle Authorship• Verify your e-mail address on Google+• Link to your blog & site from your Google+ accountunder profile settings• Add the links to your other blog authorship profiles• Link back to your Google+ account in authoredpieces
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFALINKEDIN MANAGEMENTFIND NEW CLIENTS
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAMake Linkedin Work for You• This is a pure professional play• Rule of thumb: never post your personal stuff toLinkedIn (unless its a cute personal story aboutpuppies, kittens or babies)• No one in the industry wants to hear about yourfunny business• Avoid religion and politics• Become a LinkedIn power house by including an indepth professional bio image and content
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAOptimizing Your Linkedin Profile•Go the tab on the left entitled ‘profile’•Click the drop down menu and select ‘edit profile’•First and foremost claim your vanity URL by clicking‘edit’•Scroll down and on the right-hand side select‘customize your public profile URL’•A window will then pop up, enter your name•If that name is already taken, place a period betweenyour first & last name
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAOptimizing Your Linkedin Profile
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAOptimizing Your Linkedin Profile• Go the tab on the left entitled ‘profile’• Click the drop down menu and select ‘edit profile’• Scroll down and on the right-hand side select criteriaentitled ‘recommended for you’ as you see fit• Some areas to consider are:– Publications– Certifications– Honors & awards– Volunteer experiences & causes
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFALinkedin Greatness• Add skills for areas of endorsement• Move the skills/endorsements area up to the top ofthe profile with the navigation arrows on the right-hand side of this panel• Always include your education and contact methods• Ask for recommendations when youve done a greatjob• Connect with you, say that you are a friend
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFALinkedin Company Profiles• Create a company profile (if the organization hasn’talready created one)• For greater online visibility add services such as “IRARollovers” or “Long Term Care” to your services tab• These services act as keywords for Linkedin Membersin search of said service• They also index in search results• Be sure to add your company profile image
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFALinkedin Company Profiles
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFALinkedin Company Profiles
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAFINRA REGULATIONOBLIGATION VS. LIMITATION
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAFINRA Regulatory Notice 10-06In January 2010, FINRA issued Regulatory Notice10-06, providing guidance on the application ofFINRA rules governing communications with thepublic to social media sites and reminding firmsof the recordkeeping, suitability, supervision andcontent requirements for such communications.Source: www.finra.org
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAFINRA Regulatory Notice 10-06Recordkeeping:• The obligations of a firm to keep records of communications made throughsocial media depend on whether the content of the communicationconstitutes a business communication.• Broker-dealers to preserve certain records for a period of not less thanthree years, the first two in an easily accessible place.• These records include: originals of all communications received and copies ofall communications sent (and any approvals thereof) by the member, broker ordealer relating to its business as such, including all communications which aresubject to rules of a self-regulatory organization of which the member, brokeror dealer is a member regarding communications with the public.Source: www.finra.org
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAFINRA Regulatory Notice 10-06Supervision:• NASD Rule 3010 requires each firm to establish and maintain a system tosupervise the activities of each associated person that is reasonably designedto achieve compliance with applicable federal securities laws and FINRA rules.• Broker-dealers to preserve certain records for a period of not less thanthree years, the first two in an easily accessible place.• These records include: originals of all communications received and copies ofall communications sent (and any approvals thereof) by the member, broker ordealer relating to its business as such, including all communications which aresubject to rules of a self-regulatory organization of which the member, brokeror dealer is a member regarding communications with the public.Source: www.finra.org
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAFINRA Best PracticesBe Transparent• Work with compliance to create a social media policy foryour office to assure all agents are meeting theirstandardsKeep Records• To maintain a digital “paper trail” give compliance yourprofile all login credentials to your professional profilesBe Smart• Create separate profile pages for your work persona aswell as your company pages
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFA
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAFINRA Best PracticesBe Selective• Only add local/relevant people as friends to avoid anyunwanted posting or social e-mail activityBe Safe• All posts should be knowledgeable information takenstraight from the book (e.g. new product, laws, etc)• Don’t be too promotional• Avoid politics, religion and controversial topicsAvoid Branded/Trademarked Posts• Eliminate any posting conflict by not mentioningtrademarked events, brands, etc.
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFARemember These Things• Ask for endorsements & reviews when you’vedone a great job• There are new ways to target your ideal clientin pools of new audiences• Use the techniques we’ve shown you to usethe new FINRA policies to your benefit• These methods are some that yourcompetitors may not be aware of…use them!
  • Confidential, Property of Search Influence, LLC © 2013@SearchInfluence Presented to NAIFAThank you!Paula Keller– searchinfluence.com/blog– pkeller@searchinfluence.com– twitter.com/paulalmkeller