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2015 MDRT Annual Meeting e‐Handout Material   Title:  Using Digital Marketing and Social Media to Build 

Your Business  Speaker:       BarbaraFowler,CLU, ChFC  Presentation Date:  Wednesday, June 17, 2015 

10:00 ‐ 11:00 a.m.    The Million Dollar Round Table® (MDRT) does not guarantee the accuracy of tax and legal matters and is not liable for errors and omissions. You are urged to check with tax and legal professionals in your state, province or country. MDRT also suggests you consult local insurance and security regulations and your company’s compliance department pertaining to the use of any new sales materials with your clients. The information contained in this handout is unedited and errors, omissions and misspellings may exist. Content may be altered during the delivery of this presentation.    

    

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Barbara Fowler, CLU, ChFCUsing Digital Marketing and Social Media to

Build Your Business

Using Digital Marketing and Social Media to

Build Your Business

BMF Management Consulting LLC

Barbara M Fowler, CLU, ChFC

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What is Digital Marketing?

Any marketing

that occurs on

the web.

Key issues we will cover include:

• Websites best practices

• Apps and software that quickly and inexpensively can help you automate marketing

• Using Facebook, LinkedIn, Instagram, NextDoor, Google+, YouTube and even Pinterest:Paid and Organic

• Developing Brand Ambassadors and Advocates

• Building Client Engagement

• Using Marketing Metrics to enhance performance

It’s what you learn after

you know it all that

counts.

“ “

—John Wooden

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I don’t understand social media. I

don’t want to know what someone

has eaten for breakfast or where

they had coffee.

And so your mind is

closed to the

possibilities.

You need to

know what

to expect: Engagement!

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First exercise:

Form pairs and the person on the

right will ask the person on the left

where they are from. Then

imagine you have moved to that

city and need information on

insurance or financial planning.

How will you find someone to

help?

Some examples from a

different industry. Real estate.

Example: The

person next to

you is from

Charleston SC.

So you imagine

you have moved

there and need

help buying a

house.

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How did Google

choose to put

that person

first? What are

the factors that

help Google

decide?

Here is what the

research says: • Length of time

• Quality of website:

SEO

• How does it look on

the device you have

• Content: blogs, social

media posts,

followers, fans,

• Technology

• Is it local?

Rules Now for

Websites:• Speed

• Lots of white space

• Bigger Fonts

• Flat look

• People, not buildings

• Endorsements

• Rankings-Google stars, reviews.

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Go on google. Look for best

insurance agency websites.

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I want the best real estate

agent. http://www.charlestontopproducers.com/

Members.html

I see this listing, I look at their pictures but who do I

pick? Usually, I’ll go to a website. So here I go to

Theresahttp://www.charlestontopproducers.com/Members.html

Look at this. Who has a smart phone?

Your moving!

Where in the buying process is

this client who moved to your

city?

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But how?

Let’s continue with

this example of

someone moving to

your city.

Is he or she really thinking

about buying insurance

right now?

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What is the buyer’s

journey and who is your

buyer? Or who is your

buyer persona?

A buyer persona is a semi-

fictional representation of your

ideal customer.

When creating your buyer

persona(s) consider including:

• customer demographics

• behavior patterns

• motivations

• goals

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Think about your

“perfect buyer

persona”.

What is the age, sex, income of

the person. Where does he or

she get his information? What

do they value most? What are

their pain points?

“What do they need and how

can I help them?”

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Example:I know someone in Charleston who

moved from California to

Charleston with her husband

because she wanted to live near

her daughter. So, she kept some

clients in California but needed to

start over in SC.

This is a woman who specializes in

helping other women develop

retirement plans. So her target

market in professional women in

their 40s and 50s who want to

make sure they have money in

retirement.

Buyer persona: “Karen

Concerned”

✓ Conservative about money

✓ Risk adverse

✓ Wants frequent contact

✓ Wants a social as well as a business relationship

✓ Wants to trust her planner

✓ Worried about being taken advantage of, worried about

being dependent on others, wants referrals and personal

introductions

Within that buying process, there are

different stages.

Awareness

Consideration

Intent

Purchase

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Consideration:

Research,

Information, Articles,

Seminars, Meetings,

Webinars.

Purchase: I choose you and your

solution.

What do we know about Facebook?

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Comment, Like and Share other

postsKnow the best times to post.

Example:

You have been in town for five years, active in your church and

professional organizations but you want to have more senior

executives and small business owners in your clientele.

Your buyer personas are CEOs of family businesses. They started the

business and are now in their 50s/60s. Most are male with non-

working spouses. One or two children are active in the business.

They want the business to continue but are worried that their children

aren’t interested in working as hard as they did. They are active in

Rotary and the country club. They play golf and some fish. They are

impatient and say, “I don’t want to be on Facebook. I have no desire to

know what someone ate for lunch”. I don’t have time for LinkedIn

“Charlie Curmudgeon”

Buyer Persona:“Charlie Curmudgeon”He doesn’t use social media but some of his employees

do. His wife uses Facebook.

Some of the Charlie Curmudgeons love to fish: you do too.

• Start a fishing tournament• Share apps on your phone that are fishing related.• http://www.worldfishingnetwork.com/tips/post/top-7-

mobile-fishing-apps• Take plenty of pictures/ post. Tag wife so she can see.• Email marketing

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Tools/ Apps

Talkwalker,

Google Alerts,

Rapportive,

LinkedIn

Connected,

Feedly,

Hootsuite,

IFTTT

Connect to Google analytics and webmaster

tools, check against other financial

planners, analyze everything.

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In conclusion, there are 5 things to do

when you get back from MDRT:

1. Develop your buyer personas

2. Decide which sites you will concentrate

on

3. Develop plan for different stages of

buyers journey: awareness

consideration, intent, purchase

4. Check your website

5. Analyze results, pivot. Be agile. The

world has changed. Change with it.