Using LinkedIn to Increase Bank Sales

Using LinkedIn to
live
work
contribute
…and increase bank sales

• Jennifer Grazel, LinkedIn
• Mark Zmarzly, ACTON Marketing
© 2011 LinkedIn. All rights reserved. Confidential 0

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


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

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

This Change Applies to Banking, too!
Marketers controlled Consumers in control


1. Discovery of Information
Shift of how we find, consume and interact with information


Dramatic Shift in Marketing Ecosystem
2. Sources of Influence

Source: Forrester’s North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US),


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 +)


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/


120+ million potential customers today
and 4+ million more every month
#29 largest site


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

What are Professionals Doing on LinkedIn?


What are Bankers/Advisors Doing on LinkedIn?


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


Leveraging LinkedIn to achieve your key goals

Business
Client Engagement
Development

• Be visible
• Collaborate
• Connect
• Cascade
• Prospect


Be Visible = Robust Profile Business Development

Summary Descriptive overview
(keywords)


Be Visible = Robust Profile Business Development

Summary ++ Searchable/Visible

Strong overview (keywords)
Share worthy Content via
WordPress, Slideshare

Personal blogs


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


Prospecting Business Development

Step 1 Step 2 Step 3


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


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

Some Step by Step Ideas

Remember:
make it
about your
prospects,
not just
about you!



Cardinal Rule: Give to Get!


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

The End Goal
Be Seen

Be Hired Be Resourceful

Be
Be Engaging
Multidimensional


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


Using LinkedIn to Increase Bank Sales

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