PBTX Social Media Presentation
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Adam Camras, CEO of AboutBail.com spoke at the annual Professional Bondsmen of Texas convention about social media and how you can use it to strengthen your bail business. http://www.aboutbail.com
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PBTX Social Media Presentation
- 1. Social Media & Online Marketing A Dynamic Duo for Bail Business Growth AboutBail.com Team Adam Camras - CEO Nora Sneberger - Sr. Marketing Consultant
- 2. AboutBail.com • Trusted Network of Local Bail Agents o Launched in 2001 o Marketing to Indemnitors & Criminal Lawyers o 6 Million+ Page Views Per Year (all brands) o Spoken to Thousands of Your Clients o 100 Million + in Retail Bail Bonds • Education o The Bail Report Newsletter o Collateral Magazine o AboutBail Yahoo Group
- 3. Our Sites...
- 5. Your Customers Are There • Google: 34,000 searches per second • Yahoo: 3,200 searches per second • Bing: 927 searches per second • 201,000 Bail Bonds Searches in Last 30 Days • 1,440,000 Results For Keyword Bail Bonds
- 6. Do You… • Use Email? • Have a Web Site? • Spend Money to Market Your Agency Online? Can customers find your business online without going directly to your website?
- 7. Getting Started with Online Marketing in 4 Easy Steps
- 8. Step 1 - Email Integrate Email in Your Day-to-Day Business. • Use Your Domain Name o e.g. help@txbailagent.com • Market With Every Email o Signatures should include business info • Check and Respond to Emails Promptly
- 9. Step 2 - Build a Website • Domain name - (www.AboutBail.com) • Use a professional designer • Keep it clean, simple & professional • Make sure you include your phone number, logo and areas of coverage • Do not use music or flash animation
- 12. Step 3 – Establish a Strategy and Metrics • Research Options • Understand • What it Costs to Acquire a Customer • What is the LVC • Put Together a Strategy • What are the Metrics for Success
- 13. What Should You Sped on Advertising? “If you're in a services business, you might want to bump your starting point to 8%… I've seen companies spend upwards of 15% when warranted—especially young companies that need to invest to build their brand.” Business Week Article - February 2009 8 to 15% of revenue 8 to 15% of revenue
- 14. Step 4 - Start Online Marketing • Incorporate With Other Marketing • Search Engines (CPC) • Search Engines (SEO) • Directories / Trusted Networks • Criminal Lawyers • Email Campaigns • Local Guides • Social Media
- 15. What is Social Media?
- 16. Social Media Social media uses web-based technologies to turn communication into interactive dialogues. What does this mean? A “free” tool to communicate and interact with clients, people in your social circle and community.
- 17. Lots of Social Media Options
- 18. • 500 Million Users on Facebook • 700 Status Updates Per Second • Over 6,000 Bail Agencies listed today • Pros o Allows users to connect with friends o Join networks based on interests, workplace and school. • Cons o It's a closed environment, so only Facebook users can become friends or fans of your business.
- 19. • 80 Million business professionals • Over 1,600 Bail Agents • Pros o Reach out to people through existing connections. o Connect with clients and industry professionals through groups • Cons o People use the site for professional reasons, so direct marketing messages are often discouraged
- 20. • Around 200 Million Users • Around 1000 Bail Agents on the site • Pros o The pages are highly customizable and it's great for connecting with a younger crowd. • Cons o The user base is shrinking. o The majority of users are under the age of 35.
- 21. • 75 Million Users • 600 Twitter Tweets Per Second • Around 1000 Bail Agents • Pros o Easy way to share ideas and links to content o Search “trending” topics • Cons o There are a number of users, but Facebook users seem to use more frequently. o Can be a challenge to communicate in 140 characters.
- 22. TweetLaw
- 23. Why Should Bail Agents Use Social Media? •Other Marketing is Getting Easier to Ignore •Brand Your Company as Experts •Unlimited Audience •Build a Community •Easy Way to Keep People Informed •Keep Track of Competition •Write More Bail!
- 24. Now that you have all of the information... what do you do with it?
- 25. Getting started... 1. Sign up for accounts that best match your business.
- 26. Build a Strategy 2. Build a strategy around how and what you want to communicate.
- 27. Connect 3. Connect with people you know or would like to know
- 28. Communicate Ideas for posts o Relevant news stories o Business specials o Interesting facts about your business and industry o Events you are attending o Charities you support o Employee accomplishments o Funny happenings o Awards you've won o Industry legislation 4. Start communicating
- 29. Execute 5. Execute your plan o Set Aside 30 Minutes Per Day o Make a Consistent Habit of: Posting to your pages Looking for new contacts and connections Communicating with people you already know o Keep it professional
- 30. Set Expectations 6. Keep your expectations in check. o It will take time to cultivate relationships. o Don't just sit around waiting for people to find you - let people know you're on these sites through: Links in your email signature block Links on your website
- 31. Social media is easy and “free” to use, it takes a plan of action, time and consistency.
- 32. Online Marketing Mix • Web Site • Online Marketing • Social Media • Track The Effectiveness • Have Fun!
- 33. Questions? ?
- 34. Who we are...
- 35. Social Media & Online Marketing • Transition from traditional marketing • Search Engines (Google, Bing, Yahoo) • Blogs instead of newspapers • Facebook for communication
- 36. Social Media
Editor's Notes
- Honored to be Here Again talking about Marketing Does anybody want to learn something today or would you rather go see the Alamo for the 400th time Have a Lot to Cover Going to be Moving Fast Save Questions until the End
- WHY ME?
- These are some of our Brands Seen The Transition From Yellow Pages to Online Not To Say That They Do Not Work Because They Do Some Places TX Phone books can still work Hear from our members spending $5-$10k with phone books once start tracking realize they have not had calls in months There are threats to the bail industry outside of Failing to embrace New types of Marketing – Pre Trial, Solicitation, Discounting, Writing For Premium While many are going out of business others are doing very well Agents doing well – business background, traditional marketing fundamentals, not getting caught up in competition
- Very Simple, Your Customers are There Heard for years, they don’t have computers in the jail – Correct but the indemnitors, loved ones and Attorneys do Simple Definition –Making You or Your Company Available to be found when some uses an Internet Connected Device to Do Search Does Not need to be a Computer, We get Calls All Day from People Saying they Did A Search on their Phone (smart phone, ipads, tv’s, refrigeraters, cars …Many other Intenet Connected Devices 201,000 does not include all other options (location specific searches Bexar County , Bail Agent Bail Bond…) More Importantly -if they are looking for you, will they find you -if they are looking for a bail agent in your area, will they find you? (ex Tarrant count bail bonds) We also get calls all the time “I am trying to find So and So Bail Bonds” Are you marketing your business online? Are you doing it the correct way? Do you have a website? Correspond via email? Can you be found on google? Are you listed with targeted netoworks? In general can your business be found online?
- If You Are you marketing your business online? Are you doing it the correct way? Do you have a website? Can you be found on google? Are you listed with trusted networks or target online channels to get in front of CA’s and Indemnitors?
- Couple of Quick Questions, Show of Hands How Many People Have Web Site? How Many People Think They Should Have One? How Many People Think They Need A New One?
- Ask Agents, do you Have Email Address Some Do Not, Some Say I do but, (my daughter checks it when she gets home from school Need to Have and Use Email (google, yahoo, and others offer it for free) Large Bonds Via Email – I would never send an email if I needed a bond but have heard from many of our memembers
- Clean and Professional Web Site is Most Important Starting Point Validates your Company – Real Companies have a web site, You Are Trying to Instill Trust in Your Clients May Not Trust You If They Cant Find Out Anything About Your Company first thing you’ll do is pick out a domian name - the shorter the better – use bail or bail bonds in the name so people know what you do Read Slide Bullets
- Lots of Bad Examples Out There Bad Site Can do More Harm Than Good
- Site We built for One Of Our Members Toll Free on The Top Clean, Simple, Professional Lots of Features Wanted, Bail Calculator, Blog, CT Bail Laws, Employment
- Metrics – What does it mean to succeed
- -anticipated Best time to steal marketshare
- SEO – Optimize your site Marketing in Good times and Especially Bad Bad Times Are a Great Time to Take Market Share from Competition
- What is Social Media? Raise your hand if you use it for your business
- ---------SOCIAL MEDIA DEFINITION------------ It's a blend of social interaction and technology used to create value... Engaging in dialogue and building a community of followers Opportunity is Limitless If I have lost you, may help to see some examples
- Social Media is Exploding more than 191 social media options on the web today and many more coming and going Talk about the 4 most relevant (lots of other great options) 90 % of the traffic is one these 4 sites Not Sure if we have the time to get through 191 today (HA HA HA)
- Not Going To Get Into Details Stats are what is important Kreimer Told Me Last Night About Agent Who Wrote A Bond From FB Additional Info if Needed - Business can build Fan pages where they can keep the fans up to date and Fans can add a note Additional Info If needed - Targets Users by City, State and Region
- Great Place to Connect with other Bail Agents, Criminal Lawyers and other Legal Professionals How many of you are familiar with linkedIn? How many of you use facebook? How about for business? A fast search showed that about 1600 Bail Agents network themselves on LinkedIn. Compared to Facebook, this number is relatively low. LinkedIn is mainly used for professional purposes and connects people based on workplace, profession and education. Don't let these numbers discourage you - Bail agents can benefit by connecting with other bail agents as well as industry leaders. There are also great opportunities to connect with professionals in the legal industry and potentially build strategic relationships. Pros The setup allows you to reach out to people through connections you already have. Can easily connect with clients, but can also join groups pertaining to the bail industry to jump in on conversations and get advice. Cons People use the site for professional reasons, so direct marketing messages are often discouraged.
- people send out messages that are 140 characters or less Goal is to garner followers Great for getting information News breaks on Twitter faster then anywhere else
- We built this because we believe in Social Media
- For AboutBail, we establish the presence secure it with all Social Media Options and focus on the ones that are important Easy to change the radio station, fast forward through TV Commercials,
- Try them for at least 6 months
- Not another Billboard, Open an Ongoing and Educational Dialogue
- Facebook - search for your friends, colleagues and clients. Friend them or suggest that they become a fan of your business page. LinkedIn - connect with colleagues, friends and industry partners. Search for groups that are relevant to the bail industry (Search for AboutBail - we're there and can connect you with others). Mypace - search for friends, colleagues and clients. Twitter - search for relevant contacts. Follow them.
- Have to Start Communicating Donts: I personally see No use, do not care about keeping people up to speed about what I am doing but see need and value for Business Do Not Overly Promote Your Business You Are Educating, Informing Engaging and along the way Branding you and your company as experts
- . Keep your expectations in check. The minute you sign up - your friend counts will not skyrocket. It will take time to cultivate relationships. Don't just sit around waiting for people to find you - let people know you're on these sites. Let people know through: Links on your website Links in your email signature block
- Free but Can’t forget the value of your time Be Consistent Be Informative Be Professional Through use of these sites you can start growing your business for only the cost of time. Remember everything you do on the internet through Online Marketing or social media is recorded permanently. Keep everything professional, be consistent and most of all always act with a plan and a year down the road you’ll be glad you did so.
- So… what is on the agenda today? As you may or may not have noticed - traditional media is becoming less effective over time - people are sick of traditional marketing messages - people DVR their television to skip commercials, use junk email filters to remove email advertisements and hang up on telemarketers. People spend more time on Google - the average person does 32 google searches each day, more time on blogs instead of traditional media outlets and more time socializing and interacting on sites like Facebook, LinkedIn and Twitter. So what does this mean? It means that if you wish to stay on top of marketing and business trends, you need to change and grow with the times. Today we’re talking about a model that helps people find you when they need you.
- Now moving onto social media and how you can tie these two things together.