01_pc social media campaign presentation
TRANSCRIPT
Perfect Client: Social Media Strategy
Segment Marketing
Two-Pronged Approach
Lead Generation
Utilize PC Network
Extend PC Network
Utilizing the PC Network – First Prong
Connections of Clients
Current Clients
PC Team
First, we will focus on the connections within the PC network. These will be warm rather than cold calls. Since these connections have most likely heard of the program already, they are more likely to convert into customers.
Personal connections are the primary driver of consumer purchase decisions at every stage of the purchase lifecycle.
LEAD GENERATION (WARM)-
• Introductions let you contact members in your extended network through the people you know
• 25 introductions total 8 introductions a week• Find eight possible 2nd degree connections from four 1st
degree connections of Alex Sonkin on LinkedIn• Alex to confirm connections and targets• Once intro is sent, Alex to send a follow-up email to the
connections• 2nd degree connection will then either accept or deny the
request• Once accepted, Alex will be connected to the target and PC
can exchange information and do business• Anacom to draft pitch message for target• Upkeep introductions monthly, withdrawing introductions
that have not gained leverage
Introductions
InMail
• Reach anyone on LinkedIn, no introduction or contact info required
• 10 InMails per month 3 InMails per week• Anacom will create tailored message for InMail Benefits• InMails are 30% more effective than using regular email• Prospect is able to click on your name and check you out very
easily and quickly• Response guarantee: if there is no response after 7 days,
LinkedIn will provide another InMail to send
Premium Search and Team Link
• Team Link narrows down profiles that have connection paths• Targeted Search
– Industry– Relationship– Company Size– Seniority Level– Interested In– Fortune 1000
LEAD GENERATION (WARM)-
Who’s Viewed Your Profileand Full Network Access
Who’s Viewed Your Profile• Ability to see who’s viewed your profile over the last 90 days• Gives insight into how people are finding you• Provides keywords that were used to find your profile• Provides the number of times you appeared in the search
– Can tweak your own profile, if necessary
• Targeted messages to those viewing your profileFull Network Access• See 35x more profiles with full access to everyone in your 1st,
2nd and 3rd degree network • 7 million profiles
Sales Plus Plan
• Monthly plan - $59.99– Can evaluate results and could upgrade to annual plan
• Annual plan - $47.99
LEAD GENERATION (WARM)-
Repackage Testimonials for Social Media• Start one testimonial at a time• Ask client to share their video testimonial on their social media
accounts (LinkedIn, Facebook, Twitter)– Use bitly links to track clicks
• Ask client to comment and tag at least 5 of their friends that could benefit from the training program
• If no video exists, use a picture instead• Possible incentives: early access to materials, one-on-one
coaching with Tony, discount on future sessions
Engage with brand advocates
Integrated Email Campaign
• Can utilize content for bi-weekly newsletter• Integrated e-mail campaign also outlined in the coming slides
for cross-channel social media campaign
LEAD GENERATION (WARM) - &
• Add YouTube videos to LinkedIn profile• Connect LinkedIn to email to add more connections• Request recommendations from clients • Add summary to top of profile
Expand Alex’s Profile
Pre-work
• 60 current messages• Anacom to email Alex pertinent messages via email• Alex to email Anacom response
– Include request for an introduction on LinkedIn when appropriateInbox messages
Extending the PC Network – Second Prong
Secondly, we will focus on cold contacts – those that have not heard of the brand. We will target a demographic that will most likely convert into customers.Clients
Connections of Clients
Cold Contacts
PC Team
Extend PC Network
Lead Generation (cold)
Extending the PC Network – Second Prong
Blanket Advertising
Build an audience Cross-channel social media campaign
Paid Ads
Increase visibility
Listen to community
LEAD GENERATION (COLD) -
Paid Ads
• Select a target audience– Job Title: “Financial Advisor,” “CPA”– Job Function– Industry: “Finance”– Geography: “United States”– Company Size: “1-10”
• Ad will appear on:– Profile Page (when users view the profile of other
LinkedIn members)– Home Page (the page that users see when they log
in to LinkedIn)– Inbox (where users see messages and invitations to
connect)– Search Results Page (the page that results when
you search for a member)– Groups (on pages in LinkedIn Groups)
• Pay per click (CPC)– Only pay for clicks on your advertisement– If you want 10 clicks each day and want to spend
at most $2.00 per click, you would set your daily budget at $30/day
– $5 activation fee
Become a 7-figure Financial AdvisorWorld-class training for financial advisors. Join a free study group to learn more.www.myperfectclient.com/relationships
Example Ad:
LinkedIn ads are relatively new which means fewer advertisers are competing for users, so your ads have a better chance of being seen.
• Like videos• Comment on videos• Reply to comments on videos• https://www.youtube.com/user/7FigureAdvisor• https://www.youtube.com/user/FinancialAdviserCoac• https://www.youtube.com/user/citrus873• https://www.youtube.com/user/decisiontreefinancia• http://www.kitces.com/top-financial-advisor-blogs-and-
bloggers/
Connect with thought leaders
Monitor top blogs
• Comment on top blog posts • http://blog.fpaforfinancialplanning.org/
• Nerd’s Eye View• http://www.kitces.com/blog/• The Research Puzzle• http://researchpuzzle.com/• FT Alphaville• http://ftalphaville.ft.com/• The Glass Hammer• http://www.theglasshammer.com/• Practically Speaking• http://seicblogs.com/advisor-practice-management/?cmpid=ADV-BL-SEI• Wired Advisor• http://blog.wiredadvisor.com/
Build an Audience:Listen to the Community
• Financial Advisor• Registered Rep – wealthmanagement.com• Accounting Today• Investment News• Financial Planning
Monitor most recognized/read
publications
Competitors: Coaching/Training Program
• Pro2Pro• CEG Worldwide• Winning with CPAs• The Oechsli Institute (Matt Oechsli)• Strategic Coach – Dan Sullivan
Build an Audience:Listen to the Community
LinkedIn (Profile & Groups)
PRWeb
Blog Post
We will continue with our strategy of blog posts twice weekly and will continue to promote these blog posts on social media. This will happen simultaneously with the cross-channel social media campaign outlined in the next slides.
Website
Build an Audience:Increase Visibility - Blog
We will continue with our strategy of videos posted on YouTube. However, the process and content will change. For three weeks, we will also integrate YouTube sharing with the overall cross-channel marketing campaign outlined in the next slides.
Industry Trends Anacom
Talking Points PC &
AnacomFilm
1-2 minute video
1) Anacom will research industry trends to find what topics will resonate with viewers
2) Anacom will draft talking points for PC team member
3) PC & Anacom will hold weekly calls to discuss talking points and topics
4) Anacom will film PC team member
5) Anacom will create 1-2 minute videos to make the material more digestable and shareable
Build an Audience:Increase Visibility -
Why 1-2 minutes?
• You have 10 seconds to grab the attention of viewers. 20% of viewers will click away from a video in 10 seconds or fewer
• You’ll lose about 1/3 of viewers by 30 seconds, 45% of them by 1 minute and almost 60% by 2 minutes
Build an Audience:Increase Visibility -
Fresh content• Storytelling – stories of their best clients, best conversations, and stories of
life transformation• Q&A with participant in program• Tour of Lombardi Group/PC Site• Q&A between CPA and Financial Advisor• Sneak peek into program (30 second teaser)• Quick tips and advice (<1 minute)• Clips of a Better Life (show what the staff do in their free time)• Meet the staff (why they became financial advisors, what are their hobbies,
what are they passionate about)• Q&A for Tony or Alex (get community to ask questions that they can answer)• Accounting/Financial Industry Jokes/Humor
Build an Audience:Increase Visibility -
Facebook/LinkedIn Daily Posts
YouTube Twice Weekly
Twitter Twice Daily Tweets
Blog Twice Weekly
Integrated Email Campaign Bi-weekly
We propose an entirely free three-week social media campaign to build PC’s online following. This cross-channel marketing plan is the first phase of a bigger campaign. Once an audience is built, clearer calls to action can be set forth in the following months leading to more sales.
Build an Audience:Increase Visibility – Cross Channel Social Media Campaign
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Campaign Impact:The Numbers (organic)
12 participants Each participant tags 2 friends (24 total participants)
On average, each participant has 150 friends
40% viewer rate: 1440 Impressions
3 week campaign (21 days) FB Total: 30,240 Impressions
Profile Shares (21 days)
Alex Sonkin: 227 Connections 40% viewer rate: 1,906 Impressions
Group Shares(twice weekly for 21 days):
Pro2Pro Network53,732 members
40% viewer rate: 902,697 Impressions
LI Total: 904,603 Impressions
353 Followers
2 tweets daily for 21 days(42 total tweets)
40% viewer rate: 5,930 Total Impressions
YouTube
72 Subscribers 30% Subscriber Notifications:22 Subscribers
Twice a week for 21 days YT Total: 924 Impressions
Blog
PRWeb Impressions TBD(results congregate real-time)
Total Impressions (21 days)1 :
941,697
1 Exact results may vary, this is a conservative estimate
Who To Tag• Internal team (advisors and staff) prepare list of friends to tag
throughout campaign– Each person prepares a list of 7 contacts (42 contacts total for 6
people)Build list of prospects
Editorial Calendar
Anacom to create Editorial Calendar (outlined on next slide)• Have content ready to go for all channels, all that needs to be
done is hit publish• Create simple Excel spreadsheet
Campaign Pre-work
Cross-Channel Social Media Marketing
Weekly Editorial Calendar: 3 Week Campaign
Mon Tues Wed Thurs Fri Sat Sun
Increase Visibility:Cross Channel Social Media Campaign
Facebook/LinkedIn/Twitter – 3 Week CampaignStage 1: Week 1(Sonkin Videos)
Secrets From the Desk of a Seven Figure Financial Advisor
Daily posts with repackaged content from YouTube videos and link back to original video
Ex: In order to get in front of affluent business owners, you need to establish a strategic relationship with their most trusted advisor, who is most likely their CPA. Ex: Talk in your client’s language, don’t use industry terms and confuse your clients.
Tactics for Growth • Email internal team (PC staff and advisors) twice weekly about campaign with links to posts and encourage them to tag seven friends in the comments who would benefit from the tip or retweet
• Increase Likes on the page
Tactics for Sales • Consistent call to action: landing page myperfectclient.com/relationships
• Offer another alternative: Email [email protected]
Increase Visibility:Cross Channel Social Media Campaign
Facebook/LinkedIn/Twitter – 3 Week CampaignStage 2: Week 2(Lombardi Videos)
Insights from Perfect Client Founder
Daily posts with repackaged content from YouTube videos and link back to original video
Ex: Financial advisors: You need CPAs to know that they are better with you than without you. To do that, you need to address the inherent risk that exists without you. Client retention risk. Brain trust risk. Organic growth risk. CPAs can eliminate all three of those risks with you in the picture.
Tactics for Growth • Email internal team (PC staff and advisors) twice weekly about campaign with links to posts and encourage them to tag seven friends in the comments who would benefit from the tip or retweet
• Increase Likes on the page
Tactics for Sales • Consistent call to action: landing page myperfectclient.com/relationships
• Offer another alternative: Email [email protected]
Increase Visibility:Cross Channel Social Media Campaign
Facebook/LinkedIn/Twitter – 3 Week CampaignStage 3: Week 3 A Better Life
Daily posts on leading a better life with PC: anecdotes, pull quotes from testimonials
Ex: Thanks to PC, I have been spending more time with my family, being involved in my children’s athletics, traveling with my family, and giving back to my church and community.
Tactics for Growth • Email internal team (PC staff and advisors) twice weekly about campaign with links to posts and encourage them to tag seven friends in the comments who would benefit from the tip or retweet
• Increase Likes on the page
Tactics for Sales • Consistent call to action: landing page myperfectclient.com/relationships
• Offer another alternative: Email [email protected]
E-Newsletter Integration – 3 Week CampaignStage 1: Week 1(Sonkin Videos)
Secrets From the Desk of a Seven Figure Financial Advisor
Stage 2: Week 2(Lombardi Videos)
Insights from Perfect Client Founder
Stage 3: Week 3 A Better Life
Pull all copy and links from social media postsOther content: quick tips, video of the week, testimonials, pictures
Increase Visibility:Cross Channel Social Media Campaign
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Metrics
• Submission of emails to study group form• Website traffic to
myperfectclient.com/relationships1
• Phone calls to Scott Johnson• Leads generated• Building the audience: Facebook Likes, Twitter
Followers, LinkedIn connections, YouTube subscriptions
1 We need a short link to direct traffic