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Using LinkedIn to Increase Bank Sales
- 2. Agenda
Overview of how marketing has changed
Insight into how LinkedIn is designed to help you:
Find leads and decrease cold-calling
Generate more business opportunities
Discover how people are connected
Engage your existing clients
Position yourself as an expert and thought leader
Ideas to engage your community and own a niche
© 2011 LinkedIn. All rights reserved. Confidential 1
- 3. Keep in mind as we go…
Focus your content to future customers, not your
peers.
Our goal is to help you get found and generate
sales, BUT, social media is about providing value
and building community…sales is just the natural
by product.
Compliance still governs so check internally for
policies on content, tracking of communications,
etc.
© 2011 LinkedIn. All rights reserved. Confidential 2 2
- 4. Marketing Has Fundamentally Changed
“ You (can no longer) buy attention, you have to earn it”
David Jones, Euro RSCG
Marketers controlled: Consumers are
the message, informed and in control
medium and brand
RESULT: New Musts: Transparency, Authenticity, Collaboration
© 2011 LinkedIn. All rights reserved. Confidential 3
- 5. This Change Applies to Banking, too!
Marketers controlled Consumers in control
© 2011 LinkedIn. All rights reserved. Confidential 4
- 6. 1. Discovery of Information
Shift of how we find, consume and interact with information
© 2011 LinkedIn. All rights reserved. Confidential 5
- 7. Dramatic Shift in Marketing Ecosystem
2. Sources of Influence
Source: Forrester’s North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US),
© 2011 LinkedIn. All rights reserved. Confidential 6
- 8. High Net Worth Investors are Engaging on
Social Platforms
63% of HNW individuals use social
media for personal finance and
investing and said that usage
influenced their investment
purchasing behavior
Corporate Executive Board, VIP Forum
How many of HNW are on LI?
According to Third Party research:
• Spectrum: 19% of millionaires are on LinkedIn ($5-25M)
• SEI: 24.5% ($5M +)
© 2011 LinkedIn. All rights reserved. Confidential 7
- 9. Small Business Owners are also Using
Social Media Platforms
Millions of small business owners are leveraging
the power of sites like Facebook and LinkedIn.
http://mashable.com/2010/03/02/small-business-stats/
© 2011 LinkedIn. All rights reserved. Confidential 8
- 10. 120+ million potential customers today
and 4+ million more every month
#29 largest site
© 2011 LinkedIn. All rights reserved. Confidential 9
- 11. LinkedIn: Global Internet Business Platform
Demographics Other Facts
Average Age 44 # of Company Profiles > 2M
Average HHI $105,731 # of People Searches
(2010)
> 2B
HHI>$150K 22%
# of Pageviews / month 1.3B+
College Grad 76%
2.2M Small Business Owners Fortune 100 Customers > 65%
7M Senior Executives # of Groups > 900K
400K Doctors # of Members in Groups 13M+
CXO at every F500 company
Data from Q4 2010
© 2011 LinkedIn. All rights reserved. Confidential 10
- 14. Have foundational elements in place
before tapping into Social Media
1 • Identify your value proposition that
differentiates your practice
2 • Develop your marketing plan
• Develop your website as a key
3 component of your communication
platform
The future of the financial services business will belong
to those who can lead, teach, and inspire through their
authentic voices and develop deep social “chemistry”
with their communities. Stephanie Simmons
© 2011 LinkedIn. All rights reserved. Confidential 13
- 15. Leveraging LinkedIn to achieve your key goals
Business
Client Engagement
Development
• Be visible
• Collaborate
• Connect
• Cascade
• Prospect
© 2011 LinkedIn. All rights reserved. Confidential 14
- 16. Be Visible = Robust Profile Business Development
Summary Descriptive overview
(keywords)
© 2011 LinkedIn. All rights reserved. Confidential 15
- 17. Be Visible = Robust Profile Business Development
Summary ++ Searchable/Visible
Strong overview (keywords)
Share worthy Content via
WordPress, Slideshare
Personal blogs
© 2011 LinkedIn. All rights reserved. Confidential 16
- 18. Powerful Business Development Tools Business Development
a. Faceted Search
Search and prioritize by degrees of connection using:
2nd degree -Keywords
- companies
- titles (doctors, lawyers, cxo),
- individual
b. Groups
© 2011 LinkedIn. All rights reserved. Confidential 17
- 19. Prospecting Business Development
Step 1 Step 2 Step 3
© 2011 LinkedIn. All rights reserved. Confidential 18
- 20. Enhancing Client Relationships Client Engagement
Step 1 Step 2 Step 3
• Invite clients to connect on • Set up RSS feeds. • Distribute content via
LinkedIn Leverage LinkedIn Today preferred tools
and Signal as source of
• Ensure account settings insights • Listen to any reactions
are set to your liking
• Develop content strategy • Vary content formats
• Organize and track your & calendar (video, podcasts, polls)
connections through Profile
organizer • Decide on frequency and • Be relevant and establish
your rules of engagement your personal voice
• Track and interact with
your connections
© 2011 LinkedIn. All rights reserved. Confidential 19
- 21. LinkedIn is Designed to Assist Your Goals
Banker Goals LinkedIn Features
Connect: Expand my network to maximize my • Faceted Search Amplifying Potential Connections
use • Inmail
• Requests for Introductions
Be Visible: Be present where my customers • Visible Profile
are and easily searchable (SEM impact) • Company Page
Collaborate: Tap into & leverage colleagues • Groups
and SMEs knowledge/POV on key topics • LinkedIn Today
• LinkedIn Signal
Prospect: Facilitate discovery of new referral • Referral from 1st Degree Connections
sources • Inmail
• Faceted Search
• Direct Ads
Support: Leverage LI as an additional • Inmail
communication tool in supporting clients • Status Updates
• Content Modules
Cascade: Distribute Company and individual • Profile Updates
Thought leadership • Company Pages
• Content Modules
© 2011 LinkedIn. All rights reserved. Confidential 20
- 22. Some Step by Step Ideas
Remember:
make it
about your
prospects,
not just
about you!
© 2011 LinkedIn. All rights reserved. Confidential 21
- 23. Some Step by Step Ideas
Cardinal Rule: Give to Get!
© 2011 LinkedIn. All rights reserved. Confidential 22
- 24. Some Step by Step Ideas
© 2011 LinkedIn. All rights reserved. Confidential 23
- 25. Some Step by Step Ideas
© 2011 LinkedIn. All rights reserved. Confidential 24
- 26. Some Step by Step Ideas
© 2011 LinkedIn. All rights reserved. Confidential 25
- 27. What niche (and search terms) do you want to own?
Business Banking Advisor
Financial Advisor
Community Banker
Mortgages & HELOC
Think locally and nationally
Small Business Lending Own it personally
Business Finance Specialist
Chicago’s Business Banker
Small Business Banker
Family Financial Planner
Small Business Solution Provider
26
© 2011 LinkedIn. All rights reserved. Confidential 26
- 28. Some Step by Step Ideas
© 2011 LinkedIn. All rights reserved. Confidential 27
- 29. The End Goal
Be Seen
Be Hired Be Resourceful
Be
Be Engaging
Multidimensional
© 2011 LinkedIn. All rights reserved. Confidential 28
- 30. Final Thoughts & Questions
Social media is about connecting…not about you
Your end goal has to be bigger than just branding,
visibility, sales, etc.…add value to your community
There are lots of resources available to you online
and in the appendix
• Thank you for your time!
Let’s connect:
www.linkedin.com/in/markzmarzly Or @BankMarketing
www.linkedin.com/in/jennifergrazel Or @jgrazel
© 2011 LinkedIn. All rights reserved. Confidential 29
Hinweis der Redaktion
- As a result of all of this investment, you will find that this directly impact your search rankings.