Sheri Fitts
ShoeFitts Marketing, Inc.
Don’t Sell
Yourself Short
@missfitts
2014 ASPPA Annual Conference Raising the Bar for America’s Retirement
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People do business
with people they
know, like, and trust.
© ShoeFitts Marketing, Inc. All rights reserved.
If you have a birth
certificate,
you have a brand.
~ Jim Signorelli, StoryBranding
The world is flat.
You are who
says you are.
Today’s Conversation
•
How to get the right message about your
services to the right people.
•
Effectively use social media and sales
personnel to market your services.
•
Define your target audience; communicate
your message to the that audience
•
Understand how and when to
hire someone to
assist with social media marketing
I don’t want to share my contacts.
I don’t want to connect with everyone. Social media is a waste
of time.
What about my privacy?
I’m too late to the game. I may as well just forget about it. I don’t know what
to say.
The regulations are too restrictive.
I’m on email overload already!
I am too old.
It is just a passing fad.
I don’t care what people had for
breakfast. It’s just overwhelming.
What happens if someone says something bad about
me?
I am not looking for job or a date.
There are too many choices.
What Worries You?
My clients aren’t online anyway.
60%
of Americans admit they judge your company by your online presence.Nearly
9 out of 10
people Googlea firm prior to doing business with them.
5 million
high net worth investors in North America actively use social media to aid them with financial decision making. Of the financial advisors who use LinkedIn as a prospecting tool,32%
used it to gain more than$1 million
in new assets under management.??
??
??
??
??
Sources: Econsultancy.com, May 2012; LinkedIn.com, 2012, PRWeb.com
Why Bother?
87%
of buyers have a favorable impression of a salesperson introduced to them through a social network. Only4%
of buyershave a positive impression of a salesperson contacting via a cold call.
Social Selling
Source: LinkedIn.com
Sales professionals who use
social networks for sales achieve
a
16% gain
in year-over-year
revenue,
4x better
than at
typical companies.
Social Selling
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the right message:
what is your WHY?
neocortex limbic reptilian
How Brains Work
Neocortex or pre-frontal cortex: Rational and analytical thought, language Limbic and reptilian brains: Feelings including trust, loyalty, and fear; all human behavior and decision-making, and no capacity for language
Simon Sinek’s Golden Circle
Every organization on the planet knows what they do. (At least they should! These are the services they sell or the products they offer.)
Source: Simon Sinek, www.startwithwhy.com
Some organizations know how
they do it. They sometimes translate this into a value proposition.
Very few organizations know
why they do what they do. It’s a purpose, cause or belief. It’s the very reason your company exists.
The Golden Circle + The Brain
Source: Simon Sinek, www.startwithwhy.com
neocortex limbic
reptilian
© ShoeFitts Marketing, Inc. All rights reserved. © ShoeFitts Marketing, Inc. All rights reserved.
your target audience:
drives your content
© ShoeFitts Marketing, Inc. All rights reserved.
Your Brand Tells Your Story
Source: Designing Brand Identity, Alina Wheeler
phone social media interactions with customers Written content office environment website design logo branded collateral note paper advertising Employee dress
© ShoeFitts Marketing, Inc. All rights reserved.
If you compete on…
price, proximity, performance: GIVE UP
PPrriiccee PPrrooxxiimmiittyy PPeerrffoorrmmaannccee
© ShoeFitts Marketing, Inc. All rights reserved.
We Expect an Experience
.
Source: Wikipedia.com, Folgers.com, Starbucks.com
• CCoommmmooddiittyy bbuussiinneessss charges for undifferentiated products. • A ggooooddss bbuussiinneessss charges for distinctive, tangible things. • A sseerrvviiccee bbuussiinneessss charges for the activities you perform. • An eexxppeerriieennccee bbuussiinneessss charges for the feeling customers
get by engaging it
A brand isn’t what you
say about yourself—
it’s what your customer
tells a friend about you.
~ Forbes
Your SOCIAL Audience
•
Where are your
prospects and clients
most likely to be?
•
What type of information
do they want to receive?
• How might you reach
© ShoeFitts Marketing, Inc. All rights reserved.
how to effectively
use social media for sales
Marketing = Sales Enablement
Don’t Bother Me!
84%
of 25- to 35-year olds have left a favorite website because of intrusive or irrelevant advertising.
91%
of email users have unsubscribed from a companyemail that they previously opted into.
86%
of people skip television advertisements.44%
of direct mail is never opened.200M
Americans have registered with the FTC’s “Do Not Call”What Is Marketing?
Source: Get Found Online, Hubspot.com
share
your
smarts!
Inbound Marketing
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considering an external or
internal resource
Current Reality
promote
engage attract
A Robust Marketing Plan
PR &
ADVERTISING OPTIMIZED WEBSITE SEARCH ENGINE SOCIAL MEDIA PRINTED MTL’S DIRECT MAIL/ BLOGS WHITE
PAPERS EVENTS WEBINARS WEB LANDING PAGE MONTHLY E-NEWSLETTER CALLS/
MEETINGS
Lead Nurturing
how does this all fit
together?
© ShoeFitts Marketing, Inc. All rights reserved. SEARCH ENGINE OPTIMIZED WEBSITE BLOGS WEB LANDING PAGE/ EMAIL LIST EXTRA SPECIAL OFFERING SOCIAL MEDIA WHITE PAPERS WEBINARS E-BOOKS/ RESEARCH PUBLIC RELATIONS ARTICLES EVENTS/ VOLUNTEER REFERRAL SOURCES PUBLIC RELATIONS
How It Works
CURATE VALUABLE CONTENT FOR YOUR AUDIENCEwebsite
blog
newsletter
Keep it Super Simple
Social Media = Extending Your Reach
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© ShoeFitts Marketing, Inc. All rights reserved. @missfitts
Your Social Media Policy
•
Philosophy, scope, goals
•
Honesty and transparency
•
Confidential and proprietary information
•
Customer and competitor information
•
Consequences
•
Escalating issues
•
Participation during work hours
•
Examples and best practices
Your Social Media Policy
No Business Happens On Social
•
44% of social buyers found potential vendors
by looking at shared connections on LinkedIn
•
49% of social buyers researched vendors by
looking at their LinkedIn profile.
à
As buyers’ seniority, purchasing budget, and
number of purchase decisions increase, they are
more likely to use social media to improve the
quality of their purchase decisions.
Source: IDC -- Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience (April 2014)
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