Social Media: What is it, how do I do it and who can do it for me? Presented by Jessica Gwynne and Georgia Lane of Client Kiosk.
Georgia: Hey, it’s very strange talking to everybody but nobody. What we normally do is go out the room and get a little bit of a description about what you want learn about today, but we won’t do that. Jess and I have gone through your websites before the presentation, so we have a bit of an idea of where each of you are at. My name is Georgia Lane, and I’ve been in the financial services industry for about 12 years. But I’ve been in marketing for 20 years. I’ve done marketing and branding for Microsoft, Toshiba, and Telstra. Also n some small accounting and financial planning firms and I still actually working part-time with ANZ Wealth.
Jessica: I’m Jessica Gwynne and from Client Kiosk. My background is in sales and marketing, and usually within the sports and events environment. About 5 years ago I got interested in digital marketing through blogging and realised there’s something in there and the thing that I love about it most is that everything is trackable. But if I start talking about things you don’t understand, you don’t quite get or using acronyms that don’t make sense please put your hands up and let me know and I’ll explain it in more detail for you. What we really want to see that you take away today is the ability to take action on what we’re talking about so you can bring more clients to your business.
Georgia: Ok, so as you can see on the first slide we are talking about marketing programs that you don’t have to spend a fortune on, the great thing about social media marketing is the way that websites have developed, you don’t have to spend a fortune that we used to many many years ago, on advertising in press, television, radio and other channels. In this age you can do good strategic marketing programs as long as it’s focused and consistent, you can deliver a lot without spending too much. So we went out and asked, exactly what are the sort of things that you’d like to get out of this session? We don’t want to bombard you with social media and digital marketing because there’s a couple of things that you need to do first. The things that advisors ask about all the time when it comes to marketing and social media is, how to get referred from contacts. Professional referrals from your network and also how to deliver interesting and consistent content. So that’s what I will cover today, to start with the basics of this and then hand it over to Jess, to cover her areas.
Jessica: So I will be talking about how you can attract clients from Facebook and a little bit of why you would use Facebook to attract business. So we’ll talk mainly about LinkedIn and Facebook and why we’ll use that for client attraction. And I will briefly touch on sort of the next level of ways of how to boost that. But it can be a little bit; I guess its fun more than anything to know a little bit of how many things you can do online. So that’s something that I can put in your mind as a seed and maybe we talk about it, a little bit, down the track.
Georgia: Ok, so let’s get into it. Now, the first part of presentation, what I like to do is go back to basics as I said. As I said, I do part time work for ANZ Wealth, and this small presentation that we put together for the financial services industry which is around developing a referral network. And what I think is really effective is when I like the advisors doing with this marketing strategy is to go back to basics, so what they are used to, it’s all about attracting new clients and it’s a constant challenge. Trying to get new clients, but also getting more business out of your existing clients, so you can grow your business is an on-going challenge. You are very good at building relationships and building out networks, how do you extend that into the social media industry? It is about using your website as the core, so leveraging what you already know how to do, which is building your relationships and your referral network then using your website, then leverage that into the new age of marketing. And then from there, building a communication program. And so what we found is that businesses who do this, businesses who have a very good system of referral, they know they can get referrals from their existing clients or from their centres of influence, have a more sustainable and more profitable business. So it’s going back and having a look at how you do that, the types of clients you’re targeting, and then how you encourage referrals for the network. So building the referral system, let’s have a look at what the potential sources are for referrals and many of you will all be well aware of these. But then there might be some areas that you’re not building into that we can cover today, and that can be switched on in the whole website development, communication, and social media program.
So of course, existing clients are excellent source of referrals. If you can, somehow, encourage your clients to refer their friends, family, and colleagues, then they’re the best referrals you can get for couple of reasons. I mean the biggest reason of course is, it is a no cost advertising program but it also means that they are going to be similar clients, similar types of people to your existing clients which is fantastic. Your professional network (circle of influence) is also a great referral source for you. By having really strong relationships with your accountant, your mortgage brokers, your lawyers, whoever doing process you with, referring to and from, it’s the fantastic way of developing your referral network. So how do we do that and make sure that it’s happening consistently, and making it easy for them to do that?
Now the other thing you can do once you have a great referral network, and a system using your website communication and social media, you can also extend that to business colleagues, if you have other businesses or you have been in a previous business, universities or alumni, friends, acquaintances, and them also to community group. So if you’re involved in a sporting group or your children’s school or your church, you can then extend that further.
Now what I like to do is look at your website as an additional employee, and of course if you’re doing that, you want to track what that additional employee is doing and the cost that you’re investing in them. So you should be able to look at your website as a source of revenue, if it’s built the right way. Now, in the service-based industry that we are, being financial advisers, one of the most important pages on your website is the About page. And I’m going to talk about that in detail, because 98% of traffic going to your website is going to go to that page. Which makes sense because this is a personal business, you’re dealing with people’s personal finances, they want to get to know you therefore when they go to your website, they were going to go to your about us page. They want to get to know you, the adviser, and they want to get to know the team and your business.
Now, the important things these days, I know that you did a session the other day on the elevator pitch. The elevator pitch is absolutely important. The thing is these days; we don’t have as much time to do an elevator pitch that we used to. But it’s great if you can get into an elevator and capture the audience for a minute or two. But the reality is, particularly in the online world, it is now down for about 4-10 seconds because people are scrolling through so much information and jumping around. If they got into your website, unless you’ve got something very engaging to keep them there, they are going to move on. So the objective of a good website and a good “about us” page, is to keep them there for about 4-10 seconds, if you do that, you more likely to keep them there and start building relationship.
Now this can very much be determined by the quality of the photo or video. I think that every website should have a video. A video is you talking live; it’s expressing yourself enabling those people to start building relationship with you and seeing what sort of person you are and whether they want to start building a relationship with you. And if they don’t, it’s no big deal. It’s not a client that you necessarily want. So that’s going to cut down that market very quickly for you and hopefully starts building relationships.
The homepage is very critical and of course the about us page, but let us focus on the homepage for a moment and I’ll just go through a couple of the components and the reasons why we believe it is very important. And then I’ll show you some of the examples of some good homepages.
So very important is having images of your team. I noticed that Theo has excellent photos of his team. He actually gone and engaged a photographer and he got some great photos of the whole team upfront, but then also individuals which is great. It’s consistent. The photos all look similar, they’ve got a similar brand as oppose to, you know, different photos for every person looking completely different. That just gives a whole new realm of professionalism and also provides the client or those whose are looking at your website, with a picture of each of those teams and that’s what is really important.
Rich media is also important, rich media is things like video as I said. So, having a video on your homepage, Google will love that. The Google algorithm will send people to your website quicker if you do have rich media. Other things that rich media includes, things like sliders – so sliders is where, when you land on a page the images are moving. So any of that sorts of rich content on your homepage is very good, it keeps people engaged, interesting, and Google happy!
As we talked about before the elevator pitch, so you already gone through that, what you want to be able to do whether it’s via video or a slogan or a phrase on your landing page and people land there, that’ll solve the problem for your target market. When I land on that page and see that and read it and watch a video. They’re going to straight away think “OK, they come to the right place and they are already solving my problems”.
Very clear contact details, so of course, you will have a contact us page but I also encourage you that you should have on your home page very clear contact details because a lot of times people are just going to Google you or go your website just to give you a call to find out where you are. So, on the top right hand side I encourage you to have a phone number, and your phone number should be one that you can click on and dial right away because a lot of people will be looking at your website via their mobile devices, iPhone or Android, and call you straight away. That’s very important; make it as easy as possible for them.
The area that is more important, is to have a subscribe area. Again on the top right hand side probably below your hero image or elevator pitch, the “subscribe here”. And that’s where people opt in. So say that they’re referred to you from their accountant or their lawyer or their mortgage broker, they’ve come to your page, they’re interested. They like your elevator pitch, your video, or your image. They‘re now going to opt in and provide you with your contact details so you can start communicating with them, so you’re going to make that very easy for them.
A link to social media, so of course, we noticed that a lot of you have fantastic website but not necessarily, any social media. That’s why we here to talk about it today. So, of course, you would want to have those little picture logos on your website so that people can quickly connect with you on your homepage. Now, testimonials are always great to have. If you got a responsive website, so a modern website that is built say for example WordPress, which is probably the most common, then you’ll notice that those type of websites you can scroll a long way down. So you are probably thinking: “Gee, Georgia is talking about a lot of stuff that I got to put on my homepage”. But the reality is if you do have a modern website, you can have a very long front page. And if you do have that type of website, that will show up properly on your iPad, on your iPhone, your Android, as well as your laptop or computer, then you can add other stuff such as testimonials. So again that’s thinking about your target market, the type of people you want to attract or more of, and getting some quotes from them that resonates with that target market, and the problems that you solved for them.
And as I mentioned before, it is fantastic if you do have video on there as well. So, video on the top part that is you or your staff talking about what they do, but you can have also jot down below some of your services or problems that you solved from your clients in all your videos. There might be videos where people are talking. There might be like a cartoon or graphic.
It is also important to have a site map. So, at the bottom of your homepage, it’s all about making it easy for people to go around and find what they are looking for. If you got a basic site map that will step out exactly what areas are featured on your website, and they can click on that area and go straight to it. For example, if they are looking for your partners or your blog, it might not be necessarily featured on the menu but they can quickly find it in your site map.
Now another thing that I love for your website, is to have, particularly in the subscribe area, is to have a free download. Now this can be something really simple, it might just be a white paper or a tip. A paper that can just be a one A4 size pdf and say “10 Tips on Getting Yourself Ready for the New Financial Year“ or “10 Tips to Get Your Super Working for You” that is of course focused on the 10 pain points of your target market. You can get that out there as an incentive, so they’re looking at your website and they are really liking what they’re seeing, seeing the video but they are just not sure yet if they want to subscribe. This might tip them over the edge. “Oh, wow I got a free tip on something or a free white paper or whatever it is.”
Now with the site map, again as I said before you don’t need to have a war and peace. You don’t need to have a million menu options, so much content that is overwhelming. Keeping it simple is actually very good, and the reason for that is this is a leverage. This is a tool on your whole referral program that people want to go to.
So those areas that we mention before, the about us section is so important, that’s the area people are going to go to when they want to get to know you. So focusing on this is vital. A little bit like your LinkedIn profile, you need to reveal the real you, the personality of your business and of you as a person and as an adviser.
It is also important for you to show your team, if you have a team. Even if you’re outsourcing some of your components, it’s great to have pictures and a little bit of personal information about your team members, even better a video that will show off all the people that help you and a description of what they are passionate about. Not just what they solve or what they do for your clients but what’s their real personality is, what they do outside of work and they like doing for clients.
It is also important to have, as I mention before, the contact details with a map. Make it as easy as possible for people understand where you are; How to contact you; How to get to your office or offices. There’s nothing more frustrating, and believe me I’ve visited very many advisers offices and this is rarely used. And there’s nothing worse than being late or not knowing how to get there because the information on the website is just not adequate. So I would recommend definitely having a Google map and templates in your website will deliver this for you. It’s also great to have instructions on how to get there, whether they are catching public transport or they’re driving, maybe a pdf that people can download to get to your office. It is also great to have contact us template where they can type in what they want to contact you about and how can you be found. You might get a number of referrals or people reaching out to contact you via this area.
Our partners are really important. So getting back to what we’re talking about with referrals and centres of influence, it is really important to have your partner’s information on your web page. And there a couple of reasons for that, one reason is reciprocity and back linking. So hopefully by you placing their details on your website, they will reciprocate and place your details on their website. This is by doing it in a professional way, putting their logo on there with the link on their website, their contact details, and what the reason is why they’re a partner. Now you can track this data by setting up Google analytics. You can actually tell these partners that you referred a number of people to their website by click through data, that’s probably something that Jess can cover a little bit later because it gets a little bit technical but it is really easy to setup.
And the other thing is, again, it helps your client. Clients who are looking for holistic approach, it does demonstrate that you have these relationships and that you can refer people to them, and vice versa. Now the other reason why you this is because Google loves it when people are going back and forth from other people’s websites. The Google analytics is setup so that if you’re referring and someone’s going to your website and clicking to another website, and vice versa, this is great for your search engine optimisation.
Tools and calculators are great one to have. I don’t think these are necessarily a must have but again it goes towards rich media and clicks. And you can do it in a couple of different ways, you can get lots of tools and calculators from your dealer group or product providers that have already been checked by compliance. Or there are websites that you can go to such as, I don’t know with you getting necessarily wanted to send them to the ATO, but the ATO has some fantastic tools and calculators. They have some really great stuff but again just engage as clients as value its free stuff that they can go to and have a look at on your website keep them there longer. And it might encourage them to share it with their friends and colleagues.
Now a blog and newsletter, we’ll get into these a little bit on details but the beauty of our industry is that we have fantastic databases. We are required to have fantastic databases, so we should be communicating with these databases. Now you can very, very easily do a blog and we’ll talk about how to do that. And of course link that with a newsletter if it’s using a CRM or using a something like MailChimp.
And finally events, it is to have events if you are doing seminars. But word of warning, if you’re not keeping your events up-to-date, then don’t have one. Maybe you can use some plug-ins and things that you can put on your website that will put like a calendar up there. And you can put various events or things that client should know like such as in the financial year, last stages for your super, you know those sorts of things that you can get somebody to populate. Or if you are doing, let’s say an end of the year, a client event, or a seminar – you put this on your page.
Now, this is just an example of a website that I really like. Mortgage Choice Newtown and I’ll just jump at and show you these websites. So, Mortgage Choice Newtown – Suzanne Taylor is actually a friend of mine. I’ve known Suzanne for many years, we worked at Microsoft together. And she started a Mortgage Choice business many years ago, I think that was 12 years ago, and they only recently added financial planning. And she’s doing very, very well on her marketing and social media. So what Suzanne did was she actually hired an intern, somebody who came out of university and studied marketing; that person works part time on her business. But there are, of course, other ways you can do this. You can outsource. I guess the thing is that you have got to make a decision on which way you want to go. Setup your website properly and start building in the consistent delivery of content and so on.
So let’s just focus on this website, remember I just talked about what should be on a homepage. So you can see for example that Suzanne’s website very clearly has on the top right hand corner, the phone number. So straight away if somebody is looking to contact Mortgage Choice Newtown, as soon as they go to the homepage they can see the phone number to contact them. They also have just below that a form so you can enter in your details and opt in to their communication program or just to get somebody to contact them today. They’ve got a fantastic group photo on their homepage and it really depicts the personality of their business. So they are in Newtown which is pretty funky, they’re standing next to some funkygraffiti which is very normal in that area. It really shows the personality of their business and the individual team which I think is great.
A little bit further down, there’s a video. Now I’m going to click and just let me know if you can see this properly because we’re working out of GotoMeeting but it’s very important, this depicts a couple of boxes of course the rich media and it also, you’ll see in the video that they talk to the pain points and problems that they solve for clients. They introduce financial planning, and they really, they show their business so if somebody’s about to visit their office they’ll know exactly where they are and what the building looks like. And it really starts to develop the relationship and who these people are.
Ok, I’m going to stop that because definitely you can’t see that, all that well. But I think it probably gives you a good idea and maybe just write it down then get back and have a look later. There are various videos, so if you’ve gone to the video page they have various videos that introduce Mortgage Choice Newtown as a business, and then they got various topics. They also have a, if you go to financial planning, they have a video on the financial planner. And he talks about what he does and his experience and so on.
And some other websites that we wanted to show you, I like this one this is an American one made. You’ll face right away that he’s created a pop up, so as soon as you go in there a pop up with an opt-in form which is encouraging you to enter your details. The other thing that I love about this website is it has a photo of him, so it’s very personal; straight away you get to know this guy. It’s a really nice, natural, casual photo of him. And it talks about, you know basically this, his elevator pitch. So that’s another good example of a website.
This website is not necessarily a good example of a website; this is one that we’re actually working with. We’re working with them to develop their website. When we first started working with this business, as you can see they’ve got a photo of them looking like undertakers, which is not all that appealing. Yes, they are looking like accountants or undertakers. So not exactly inviting you to come in and talk to us. We’re working with them now to build their website, and its work in progress. We are not actually building their website for them, they’ve got a web design company that they work with from their clients, and we just help them focus on getting the right messages and site map in place. And we’ve done some videos for them as well, so we got a video here with Simon talking about what he does and his team and he also introduces his team members. And when we focus on the actual services and market that they look after, there’s a video of each of those as well.
Ok, that just another example of a good website. One of my pet hates is stock photos, which I talk a lot about really engaging photographers in a great way to start. Obviously they are very focused on the retirement market, and so their elevator pitch or their statement on their homepage is very much to that market, it is very focused. The image portrays the type of person that would be the outcome of their financial advice. And get you started on your retirement journey today with their free retirement eBook, so it’s an example of a download that you can have.
Ok, so we’ve looked at how to build a good website, as a starting point to leverage what you have built up by getting clients to be happy and creating that emotive outcome to get them to refer the same as your centres of influence. The whole message behind that is it is, you’ve got a great website, when somebody refers a client to you, they’re going to go to your website and have a look at your about us page. So I’m hoping that by getting through those tips and showing you what a homepage should look like, and the components that should be there, you get an understanding of how that referral can now start converting via that extra employee called your website.
Now we are stepping into building bridges to your website, in addition to your referral network. So content marketing is what I’m talking about. And Jess will be go through the platforms that you use to build up or to start building those bridges to your website. And I’ll just want to cover quickly, what type of content you want to start delivering to your database to build those bridges.
So, it is very important, we noticed with a lot of you that you have started to sort of go into social media or blogging, and use it but it’s not consistent, so it kind of steps towards not being delivered in a consistent basis. So I would recommend to start and put together a bank of content and put together a calendar to know exactly what you are going to deliver over a long term basis. Now to do that, you need to have and take a step back and look at what type of content you should be delivering. Now with social media and marketing, it is very important to understand that you are not selling. What you’re doing is delivering content that talks about your area of expertise. It helps your target market, so the people that you want more of, it helps them solve the problems they come in to you or they’re seeking a financial advice for. It is seeking to educate them and attracts them; you are trying to create some emotion on them so they want to share that content. So they’re starting to get an understanding on what your value proposition is. What you’re passionate about. What will you help them with? It’s also revealing your personality, personality of your team, and then your business. It is solving their problems. It is addressing their feelings. It is talking to their passions, so when you start thinking about all of these, you can then start building up a bank of content.
Your aim is to build the know / like / trust, so that’s what you do whenever you start a marketing program; the end game is to start building up your clients, your prospects, or centres of influence; they’re going to get to know what it is that you do. What are you expert in? How you solve problems. They are going to start formulating whether they like you or not. So sharing content that you found, creating or curating, whether it’s one or the two, it’s going to start showing your personality and they are going to start formulating whether they like you or not. And then it’s going beyond that and building a level of trust, before they even start engaging with you and putting you as their financial adviser or even extending the relationship that you have.
So, how to create interesting content? Starting to put this together is looking beyond the scope of advice. To identify what needs to be done. So start writing down all the questions that your clients are asking. Or if you’re on a barbeque and somebody asks you what you do for a living, then what are the things the people ask you. Start recording this. Whether you use evernote, or notes in your iPhone or just a word document in your laptop, or your iPad or whatever, start writing down things that people are asking and the questions they are asking when you’re going through the financial planning process.
Start identifying the areas that your existing clients are under service, and start putting this things together. Start thinking about the areas that your clients may not be aware that they need advice such as consolidation on super or estate planning and so on. When you write these things down, it’s very important to write down the actual words and phrases that the people are using when they ask these questions, because you’re going to use that language back to them. Because they are the type of clients you want more of , so keep all of this in mind. Start writing down the phrases and the questions so you got the top ten pain points or questions that your clients or prospects are asking.
Now what you do once you understand this, you’re going to start developing content that educates people on how to solve those problems, it answers those questions for them. Now you can do that via email, Facebook, LinkedIn, various sources and Jess will go into that in more detail which will lead to your website. Now if you really want to jump in and go to the next level, once you’ve landed them on your website, the next thing you then can do is deliver ongoing emails to capture them even further.
Now what you’re doing is developing your area of expertise. So it’s positioning you based on the questions your target market is asking, and putting it out there via various sources whether it’s images, articles, blogs, newsletters, LinkedIn, Facebook, various areas that demonstrates that you are the go-to person to sort out their super. The go-to person to talk about smart investing or getting started on business. And all of these bridges are starting to get people to your website and then you can start communicating with them.
Now again, with your extending this further, what you’re doing is delivering this content to your referral network and they in turn deliver this to their network. So out of the content you start building, or start creating send it to your referral sources as well. And with things like Facebook, LinkedIn, and your website, all of a sudden your sharing your content and expertise, and they’re sharing your content and your expertise amongst their networks and it’s all leading them back to you: the fantastic way to build up a turbo-boosted referral network. And what that does is to create you, your expertise and delivers to your channel, who you are. So you’re not just a financial adviser, you’re the person who helps me buy my new home. You’re the person who sorts out my super. You’re the person who knows the right people to introduce me to other people to solve my other problems like estate planning. You help me protect my wealth and give me advice on starting a new business.
So that’s what the end game is when you’re thinking about building your website properly and then going in building the bridges to create a really turbo-boosted referral network using social media. So that’s it for me, that’s the getting back to basics and leveraging what you do best which is building relationships and referral networks, and using your website an as extra employee. Now I’m going to hand over to Jess, who’s going to go in more details about building those bridges.
Jessica: So Georgia has gone through a lot of the basics of Why and working at why you are using – Oh! We have a question.
[Question #1] My question is, this is pretty much a basic one, as a very small start up business, you know the business is Malcolm and myself part time, in terms of promoting you know, you talk about photos of the team and videos outside the building, that sort of thing. We can’t really do that without promoting how small a business we are. Is that ok? Is it still better to have that personal touch and it will become quite obvious that it’s mainly a one man band? Or are we best to be a little bit more ambiguous about it by not having those sorts of photos up there?
Georgia: You know, I think honesty is definitely the best way to go but, I noticed that with your website that it does actually create bigger business style which is fantastic. What you want to be doing is really showing Malcolm’s true personality. So definitely having a video of him talking about what he does what he’s passionate about and you as well. I don’t think it’s any problem with not having five or six people or more on your team. You can show the office if you want to. What I like doing is just, when you’ve got the adviser talking about what they’re passionate about and what they do for their clients, you can just stream in or just slide a couple of images of you talking to a client in your office, or at reception, or the type of client you like dealing with. Or if you got a certain passion, you know say it, you’re a soccer player or whatever. To me that sort of stuff is important.
Jessica: Yes, because that’s one of your unique selling propositions and anyone who’s a one or two man band, is that you have the opportunity to give really great service because it is the one or two of you, it very personal and you give personal service. So embrace it more than being shy about the fact that you are small.
[Question #2] What if Malcolm doesn’t have a personality?
Jessica: Then you’re in trouble. Even if Malcolm doesn’t have a personality, there will be someone who would like that fact that you don’t have a personality.
Bethany: Excellent question Leanne and thank you. Ok Jess!
Jessica: So we’re going to look at why using Facebook and LinkedIn. I think Bethany sent around a hand out this morning or emailed it to you, on one side of that I made a notes of a few slides so that you’ll have them. I also have added Twitter at the bottom just for your information and benefit. I personally am not a great user of Twitter for the simple fact that I can’t process trying to tweet 5 to 20 times a day. I don’t have the time for that and I’m going to have a guess that perhaps you don’t either. However, if it’s an avenue that you use and that’s your passion then you can also use it to draw clients to yo.
So what I would tell you about these different avenues, is about selecting the ones that really works for you. If Twitter is the thing and you already use it and you love it, keep doing it. Certainly don’t stop, it will attract clients for you. But for the purpose of today, we’ll start having to look at Facebook and then move on to LinkedIn.
So why would we use Facebook in particular for client attraction? There’s a number of reasons and as Georgia mentioned earlier, building the Know, Like, and Trust. You can do this on a more personal basis when you’re using Facebook. As advisers, you can be excellent at building this Know, Like, and Trust one-on-one in a meeting and getting clients to like you and do business with you. However, its about being able to bring that personality ott, and do it in one-to-many scale and in the long run, bring more clients to you.
Have a little saying which is “fish where the fish are”, and in this case this is where the fish are. Facebook is, I think its 70%-71%of adults are on Facebook. And the biggest market or the biggest growing markets of Facebook users are in the 50 plus region. So they old story about, it’s only young people on Facebook is just not true. It’s nearly everybody. So you want to be where your clients are, which is why you use Facebook for your business.
You use Facebook to be helpful to your clients. Whoever your target market is, it is about providing helpful content to the people that you want to speak to. It is not about selling every day, it’s a lot about telling a story and as we say building that Know, Like, and Trust. It’s sort of like same with LinkedIn, if you went to a networking event and the first thing that came out of your mouth is; ”Hey, these are the services I’m really good at and this is what I sell”, you’ll put people off straight away. So one of main reasons is building trust with people by giving them helpful information and asking them how they are. That simple philosophy brought onto digital marketing.
A lot of the time where this goes wrong is when you don’t know who your target market is. And it can be said across the entire digital marketing process and even standard marketing. If you don’t know who it is that your #1 client or #2, #1 and #2 clients are, you’re on the wrong foot. You need to know exactly what it is that makes your perfect client tick, what’s keeping them up at night, so you can address those problems and questions. And build yourself as the expert in that area, so that when they come up with a question or they need something, they’ll come to you.
So Facebook changes nearly every day. They change the rules for you, and you need to keep up with them. Which can be challenging but that’s why you come and talk to us. But one of the things they have done, and you’ll notice this on your Facebook feed yourself, they’ve changed how people see their feed. So when you’re actually going to Facebook it will show you the things that are, or that Facebook thinks to be the most interesting. They are things that people engaged with immediately or a lot – sharing, liking, or commenting on. The way to get around that, and Facebook is a business and this is how they’ve done it, is for you to use their Ad Spend with your specific target market. And people get upset about it, the fact is it’s quite cheap for how much benefit you can get out of it. So something a little as $3 or $6 a day, you put your post and your business in front of the exact people you want to talk to. You can turn it off anytime. You can put it back on. You can up the spend or lower it down. And the best thing about it, which is where I get a little bit nerdy, is the fact that every single thing is trackable. For you, Facebook will tell you when your clients are online. They’ll tell you what type of content they like. They’ll tell you how old they are, where they’re from, if they’re married, any of those things. So, it’s so helpful if you are using Facebook to use things like Analytics and even just a small Ad Spend to ensure that everything you’re doing is beneficial for you. If it’s not then you can stop it and you can do the things that are.
Facebook is best for Business to Consumer, so if you want to talk to your clients this is where it would be. So coming to LinkedIn it’s more, Business to Business, so building on the centres of influence – talking to people like accountants, mortgage brokers, insurance, that sort of thing. So Facebook in particular is about talking directly to your clients or prospective clients.
Business to Consumer, now and still, email is the number one way to convert people to business. So what Facebook and LinkedIn and your website and everything else does, should be used as a funnel to gain email addresses. Because once you have email address, you have the ability to talk directly to that person. And that’s the end game. The more people, as if you were in a meeting, the more people you can talk directly to the more clients you can attract to your business.
So when you think about using Facebook in that respect to as oppose to directly selling to people and trying to get them to become a client, off Facebook specifically, then that’s going to change perspectives and your thought on things like Ad Spend and what content you’re putting up. The number one thing you really want to do is get an email address from your people.
So that being said, when we have a look at how to specifically make a Facebook page, again if anyone has a question please yell out at anytime. So this here is my personal Facebook page, welcome! We had a couple of people yesterday, who didn’t have a personal Facebook page. You do need to have a personal one to create a Business page. However, you don’t have to use it. I’ve got a number of clients who don’t specifically use their Facebook page for anything, other than creating a Facebook Business page. So those who do have Facebook, you probably never knew that there’s a tiny little arrow down button. And on the down button, if you click on there, you’ll find that there’s this single button that is called Create Page. It’s really is that easy! You can have a Facebook page up and running in an about an hour.
From there, a screen will come up with six different tiles. And the one that you want to pick is Local Business or Place that will then take you to a step by step guide on how to create a Facebook Business page. So it’s really that easy, it can be very quick.
But then you need to know what it is that you should have on your Facebook page. So like on your handout these are the things you should be looking at on your Facebook page; one is an easy username. And this is across all of your social media profiles; you should be looking at something that represents your business like your business name. Sometimes, it has been taken so adding something like “AUS” at the end or similar, will help you with that. So easy username, so you can tell people that you are facebook.com/yourbusinessname.
When you’re going through the step by step program, it will come up to a short summary, you want to pop in there the key details of what you do. So, whatever it is that you have specialty, that’s the place to put it. From there, there’s a bigger section, an About section. And in here you want to include keywords again about what it is that you do. Because this is searchable, by Facebook and by Google, so if you put in this section a paragraph: there were questions about should it be in bullet form yesterday, but if you put in a full paragraph about what it is that you do, what are your specialties are, and even who your team is; it can be taken from your website’s About Us page and be put in here too. So a lot of times, you don’t have to be reinventing the way you’re setting up your social profile.
The next thing that you should have is a great cover photo. I forgot to mention yesterday, I’m addicted to a website called Canva.com. It’s a design website that is really easy to use. It can be free if you don’t use any of their stuff; they have a lot of free images, layouts and things that you can use. Or you can upload you own. And it gives you a template for all of your social profiles, for the right size, where the icon or the profile picture for the cover photo, it makes it easy for you to create a really sort of good looking cover photos, profile pictures, and that sort of thing. So check that one out. On your cover photo, again like your website, you want to make it really easy for people to contact you. So adding in your contact details like your phone number, maybe email address, or your web address; put that on there. And also what it is that they should expect to receive from you if they follow you. So, I’ll show you an example in a moment, but if they are going to follow you on Facebook, what information are going to be giving them? So it could be depending on your specialty, things like helpful tips and tricks on how to prepare for retirement. Or self managed super funds is your specialty. Or how to prepare yourself to create or perpetuate a self managed fund.
Again you’ll like an easy to see profile photo. A lot of the times in business, it’s simply your logo. It’s quite easy to do, just be careful of your logo. As you can see, my Client Kiosk logo at the bottom is a long logo. On the Facebook page, it’s just short; I don’t use the entire logo, I just use the symbol (if that’s what you call it). If you use that on there, it is easy to see and people can understand your brand.
So after you have created your great cover photo and profile and everything, what you do want to do on all of your social channels is to start with a little bit of content. So it doesn’t need to be anything that is earth-shattering, just maybe 3 or 4 posts that show people that you’re alive. A lot of times you might go to someone’s Facebook and all it’s got is that the business has put up a cover photo or the business has put up a logo. So these 3 or 4 helpful bits of information can be simple tips or even sharing something that found. It is to tell people that you are alive in social media.
And then the cheeky first thing to do is to invite your friends, colleagues, and clients; as easy wins to like your page.
So Facebook shows you a whole bunch of analytics which are brilliant. So all of those things I mentioned earlier about when they’re online, what they like, who they are, but it only shows you that after you have 30 likes. So the first thing you want to do is reach that 30 likes mark, so that you can get the analytics.
And here is the Client Kiosk Facebook page, so showing you just those things that we talked about. So easy contact details, so you’ll know how to contact me and what you’ll receive if you liked the page. And it’s that simple, it doesn’t need to be hard, it doesn’t have too much stuff on it but it’s quite simple. You don’t have to put a picture of yourself on there, it’s just because that’s my brand. If you don’t want to, you don’t have to. However, maybe someone like Malcolm & Leanne, you guys are the heart and soul of the business, you could consider doing that.
So unless there are other questions on Facebook, we will move on to LinkedIn. And why would you use LinkedIn for your business.
As mentioned before, it’s excellent for Business to Business, so growing your circle of influence. There are, quite literally, 6 million members on LinkedIn in Australia. And these are broken down to region and areas; you can see just how many professionals are on LinkedIn every day. And it is, for Google, the number 1 search engine for professionals. If you do have a profile and someone put your name into Google, your LinkedIn profile will generally come up more than anything above your website, above any other information that might be on you or means about you, LinkedIn will come up first. So having an optimised LinkedIn profile, will build your expertise and also the trust people will have in you online. As Georgia mentioned, you might get an offline referral. Someone might be at a barbeque and ask about a financial planner, and your client will say “yes I have a great guy and his name is Malcolm”. So the first thing that I’ll do is jump online and put your name into Google to find out more about you. So if you don’t exist, you don’t exist. Another saying I have is “you are who Google says you are.” So if you’re not on Google, it will go no further, even if they have a personal recommendation. It sort of like, being not in the yellow pages 20 years ago. So you do, most definitely would have a LinkedIn profile, if for nothing else shows people that you do exist and that you are in business.
So looking at what you should have in your LinkedIn profile, by far, the number one thing you should have is a high resolution photo. And it should be a photo that is recent, of your face, and professional. I say professional in the terms of, I said it yesterday and I’ll say it again, there’s so many people with profile picture at the races or something like that. Even if it’s against a blank background in the office, having a professional photo of your face is the key. You want to show you, people want to talk to people, and they will be able to see your face and basically look into your eyes as they’re deciding if they do business with you. The other thing to consider is that, a lot of the time these people will then go on to meet you in person. If you don’t look like what the picture in their head of you looks like, because of your profile, the trust that they build up for you so far will disappear. So you want to ensure that it’s a recent, high quality, professional photo.
In the summary, the first section, again like in Facebook, you want to make sure you put in some keywords about what it is that you do because this is searchable content both in LinkedIn and on Google; so your areas of expertise and your specialty.
Rounding out your summary should be a call to action, why should someone call you. And as an example, it could be along the lines of; “if you wish to sort out your financial future, contact me today, or email me, mail me, or connect with me, or whichever way you like them to contact you”.
If you got some specific figures of results that you can share, I recommend putting these under the Summary and then the Jobs. Of course, you don’t want to be giving out any sensitive information but it’s just to extend your expertise and add some clout, I suppose, about what it is that you are showing people that you do online.
The other thing to add is Responsibilities and Achievements. Again, be specific as you can be under your work history. If you have been under a career change, if it’s not necessarily related to financial planning it doesn’t mean it shouldn’t be on there. It does show that you have other experience and life experience in different areas and adds more class to your profile.
Georgia mentioned earlier on the website to have extra media, rich media – so video and that sort of thing. You can add this to your LinkedIn profile and again it becomes searchable. So I think Malcolm, you have this on your LinkedIn profile, a link maybe to your website; it comes up as a picture to your website. So you can add it there – videos, pictures, PDFs, and that sort of things. Which will add, again, more class and more experience to your profile.
And like your website, I keep saying like your website, LinkedIn actually acts as another version of your website, it’s sort of your digital business card with lots of information that people can look at. You can take some of the information off your website.
You want to add on your contact details, so people can contact you specifically. Your normal URL for LinkedIn can be quite long and challenging, something along the line of a whole bunch of letters and numbers , so that’ll be linkedin.com/ – lots of letters and numbers. Under the Settings, you can create a unique URL. From the bottom of the handout, you might see that mine is /jessicagwynne. You can add this and make it a lot easier for you to tell people how to find you, if you are at a networking event or at a barbeque, you can then connect with you on LinkedIn. If you create a unique URL, it becomes a lot simpler. A lot of the time you will find that not a lot of people know this, and your name should most likely be available.
So that sort of the end of the basic way to get setup on social media, and we have had a few questions like, “so that sounds really great but I don’t have the time to do that.” As Georgia mention earlier with Suzanne Taylor, she got an intern to help her with her social media. The other options that you can look into are using something like Upwork, it’s the new term for oDesk, which is www.upwork.com. And that is, sort of the first step into outsourcing. So if you look at having an intern, you can outsource part of the process. If you enjoy the writing perhaps or you enjoy certain part of the process, you can do that yourself if you have the time. And you can outsource particular parts of the process or alternatively, all of it.
[Question #3] Is there a risk of having a Business Page on Facebook of having information crossover from our personal pages?
Jessica: Nothing on your personal page can be found on your business page, and nothing on your business page will go to your personal page unless you want it to. The way you can make them connect, if you want to, and it’s recommended that you do, is on your personal page under the work section, just put in that you work at and then you can link there your business page. So that’s how your friends and colleagues can find your business page but nothing other than that, no one can find your personal page, if it’s connected to your business page.
[Question #4] Is it ok to use the same content on your blog as your Facebook updates?
Jessica: Yes, with your blog, and as I mention this is like your bridges. Your website is basically an island until you start building bridges back to it. So blog is right because you can create that on your website and it will bring people back to have a look at your website. So what you want to do is use your social media, use your Facebook and use LinkedIn or whichever other social media you’re using to copy and paste that link into those places and it populate a picture, usually, for you.
If you copy and paste that and it populates the link, you can then delete out the link and then type in just like a lead or sentence on what it is about and why people should click on the link and read it. So link it, don’t copy and paste it on a social post. Because again Google will like the fact the people are coming from Facebook to your website which is relevant. The thing that you can consider about the Facebook and LinkedIn is who you’re talking to, so I personally cannot put the same content on Facebook as I do on LinkedIn, in the same language, it might be the same idea but the language will be a little bit more relaxed and fun on Facebook and more professional on LinkedIn.
Getting back to what we were saying, alternatively, depending on your time levels, it’s pretty much the one thing that everybody is struggling with is you can outsource the entire system. So that’s what we do, we do different levels of the whole system so we can create websites and do social media, and do this next part, this lead generation part that we’ll talk about.
This next part is the next level and there’s only probably a couple of people who might be up to this section, I think one of them on the line. And that is on the back page I think of the handout that we sent this morning.
I put this step by step process on so you can have a look at it, but as I mentioned earlier, the one thing that you want is people’s emails and that’s really why we’re doing digital marketing, is to talk to more people. And to talk to people we need their email.
How do you do it in a really basic step? You want to create a valuable, what we call a lead magnet. It’s a valuable piece of content that someone is willing to give over their email address for. So first you want to create a really great piece of content that people can, would want to, give you their email address for. You can then create an entire system of emails. This is all automated. I use MailChimp. You can create this so that you don’t actually have to touch it. So, you don’t have to talk to someone until they pick up the phone and call you and say they like to do business with you. And the set of emails walks them through the emotional side of what it is that you do and spurs themto give you a call. And along the way, each one of those emails, you’ll ask them to call you or to contact you or to do something, and along the way some people will call early because they’ll be further along the process while some will wait for the very end.
The reason that we do this is that there’s three main ways for a business to connect with a consumer and to sell to them these days online. Email is, as we say, the number one. The next one is pay-per-click advertising and then followed by the search engine optimisation.
On the back on how to generate leads online step by step process is combining these three things, so multiplying the power of each one. If correctly taken through step by step, it becomes a function of how much, how many dollars you put in to the advertising, the pay-per-click advertising, equals how many leads it comes out at the bottom. So much so that you have a system that you don’t need to touch on a day-today, week-to-week basis. And you are continually growing your business.
So I realise that that’s very, very in depth. And the step by step program on that handout is mainly for you to how to think about and the key thing is not skip any of the steps. So if you haven’t defined your target market to begin with, all of the other things, you might start the other things but you will realise after period of time that it’s not working and that’s usually the case that, I think that 9 times out of 10 is because the target market hasn’t been defined.
But if you follow this through, one by one, you’ll start to find that it is a function of how much you put in and how many new clients you get in the end.
And that’s pretty much all that we have for you today and I can imagine you have a number of questions, so please yell out at any given time.
Georgia: Yesterday, everybody asked if they can get a copy of the presentation. Now, the other thing that we have, if you’re interested is, a cheat sheet on how to start putting to get your content bank. So what we’ll do is we’ll email these to you. And leave an invitation if you want to take the discussion further or talk about any areas then you got our details and you can start talking to us about them.
[Question #5] Do the services you provide cover everything you’ve discussed today?
Jessica: Short answer, Yes! So on this sort of scale, on this 12 step process; Client Kiosk can do one or all of those parts. At any given time, so some of our advisers pretty much needed us to work with them to define their target market and create a website. The next sort of step up would be creating the content strategy and getting your social profile and everything happening and sending out helpful content. And the next level is going into that email automation, the lead magnet, and pay-per-click advertising. So each of those things can be broken down or just say I want to go all in, I want to grow my business and we’ll make this happen. So yes, we can do any or all of those things.