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Sheri Fitts
ShoeFitts Marketing, Inc.
Understand Your Audience,
Understand Your Platform
Smarsh Social Media Webinars for Financial Advisors
@missfitts
@SMARSHInc
@AdvisorTweets
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Meet aBoo!
Eight year old, 116 lbs, Little Girl Newfie: aBoo!
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Today’s Purpose
• A short review: value proposition,
voice and content.
• Exploring a new realm: social selling.
• Your audience and your platform(s).
Thank you!
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You Face a Changing Landscape
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Reminder and Recap
• Clarify your WHY
• Your audience drives your content.
• Content is king.
• Content is queen.
• You’ve got to have content.
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what?
how?
why?
Simon Sinek’s Golden Circle
Your what? The services you sell or
the products your offer.
Source: Simon Sinek, www.startwithwhy.com
Your firm’s how often translates into
your value proposition.
Your why is your purpose, cause or
belief. It is the core of why your
company exists.
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Be Specialized, Be Specific
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it’s not business it’s personal
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87 percent of
buyers have a
favorable impression
of a salesperson
introduced to them
through a social
network.
Only four percent of
buyers have a positive
impression of a
salesperson contacting via
a cold call.
Social Selling
© ShoeFitts Marketing, Inc. All rights reserved. Source: LinkedIn.com
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Sales professionals who use social networks
for sales achieve a 16 percent gain in
year-over-year revenue, four times better than
at typical companies.
Social Selling
© ShoeFitts Marketing, Inc. All rights reserved. Source: LinkedIn.com
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Your Audience
• Where are your prospects and clients most
likely to be?
• What type of information do they want to
receive?
• How might you reach out?
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Social Networking
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Women are from Facebook and Twitter.
Men are from LinkedIn (and Google+).
© ShoeFitts Marketing, Inc. All rights reserved. Source: Entreprenuer.com, Mediabistro.com
76%
66
%
18
%17
%
19
%
24
%
64%
U.S. Online Adults Using Top Social Sites
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More Social Stats
• YouTube reaches more US adults between the
ages of 18 and 34 than television
• 45 to 54 is the fastest growing demographic on
both Facebook and Google+
• The fastest growing demographic on Twitter is
between 55 and 64.
• 79% of users on LinkedIn are 35 or older.
• There are over 1 Billion users on Google+
Source: wishpond.com, businessinsider.com, fastcompany.com, convinceandconvert.com, techcrunch.com, jeffbullas.com
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© ShoeFitts Marketing, Inc. All rights reserved. @missfitts
“Networking is
getting what you
want by giving
others what
they want.”
~ Zig Ziglar
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© ShoeFitts Marketing, Inc. All rights reserved. @missfitts
My Golden Rule for Social Media
92% Giving 8% Getting
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Follow other financial services
organizations (banks, mutual funds,
advisors) to see what their organizations
are posting. Check out Mint, HelloWallet,
Mountain America Credit Union and
American Century.
Post links to educational articles for
investors. (Host the pre-approved content
on your web site.)
Create weekly polls on a variety of
financial literacy issues. (Do you balance
your checkbook everyday? Do you use
cash instead of your debit card? What is
the dollar amount of your teenager’s
weekly allowance?)
Consider fun, community building of
contests. Something like a New Year’s
Debt Diet – if so many people reduce
their debt in 2015, the president of your
firm will do the polar bear swim next
January. (Oh, and post pictures on FB!)
Ask your followers to post their favorite
money-saving ideas to the community.
FacebookYour clients and potential clients want to
get a glimpse behind the scenes and see
your human side. Post images of your
volunteer work in the community, your
team outings, or an inside tour of your
offices. Facebook posts with photos
generate 53% more likes than an
average post without photos.
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Sync your LinkedIn update stream with
Twitter. It is an easy way to double down
on getting your message out.
Follow industry influencers and
columnists in the financial services
marketplace. If they tweet something
interesting just RT (re-tweet).
Use the hashtag function “#” to find
specific conversations – then jump in.
Examples: #401k, #money, #retirement.
Twillert is a great way to stay on top of
key words.
Think up all of your two to five tweets in
the morning. Then schedule them using
Buffer – a free online social scheduler.
Follow your clients, prospects and
centers of influence Twitter feeds.
Retweet!
Twitter is also a visual medium. Post
images of your team and or work in the
community.
TwitterTwitter requires more attention with about
three to five Tweets per day. Your
frequency depends on a number of
variables such as your audience, purpose
and business objectives. Did an employee grab a photo of you
dressed up as Santa at the holiday party?
Great! Post it.
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Prior to every new client meeting, review
their LinkedIn profile to learn a bit more
about their background.
If you work with retirement plans, follow
your clients’ Company Pages. Each week
check for new employees, send them a
“Welcome to Your 401k Plan” card. Pay
close attention to people with decision-
maker in their title.
Post regular updates regarding your
firm’s activities, new clients or press. If
you have a regular newsletter: First post
it to your website, then include links to
individual articles in your updates. Join Groups associated with organizations
in your local community. Share interesting
and appropriate information about the
issues facing folks in retirement. Connect to all of your clients, prospects,
centers of influence and industry
supporters. Pay attention to their
activity—they may change jobs, post
articles associated with their firm and
more. Be interested.
LinkedIn Once or twice a week on LinkedIn is just
fine for small businesses. Be certain to
pay attention to LinkedIn Publisher. It will
be rolled out to the full LinkedIn
community soon! Pay attention to your Centers of Influence
posts and be certain to share and promote
within your community.
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Joining Communities on Google+ is a
great way to learn the ropes. Much like
LinkedIn Groups.
Much like the other social platforms,
Google+ provides an opportunity for
engaging visuals and infographics. Also
know that embedded videos from
YouTube make perfect sense.
Many experts – if there are any in the
social space – think that Google+ may be
the next Facebook. Try to get your arms
around it within the next year.
The more you post, the more Google
search visibility your
company/organization/brand has! Feed
the beast.
Google+ is a bit more serious than
Facebook – and a bit more male. Ensure
that your content considers this audience.
Google+Posting once a day on Google+ is fine.
Understand that content posted on
Google+ is searchable on Google! Fresh
and unique content is a must.
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Some Overall Rules
• Don’t be boring! Please don’t say: “Read our
fourth quarter newsletter.” Or, “Here’s our new
blog post.”
• No one wants to learn about dollar cost
averaging on Facebook.
• People will ignore self-serving content. Offer
valuable, helpful content.
• Images work well. Infographics are awesome.
• Conversations make connections.
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A New E-Book!
shoefitts.com
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www.smarsh.com/whitepapers/financial-advisors-guide-social-media-strategy-policy/
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Next Up: Social Media for Advisor Series
Is Anyone Listening?Tips on Developing a Listening Channel
Wednesday, October 15, 2014 10:00 - 11:00 AM PT
Use Storytelling to Create ContentPeople-oriented businesses demand relating to others, and
basically, telling good stories. Use that gift to create your
social media content.
Thursday, November 13, 2014 10:00 - 11:00 AM PT
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Sheri Fitts
www.shoefitts.com
www.linkedin.com/in/sherifitts
@missfitts
www.facebook.com/shoefitts
www.advisortweets.com/blog
© ShoeFitts Marketing, Inc. All rights reserved.