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Marketing to the Connected Generation through Social Media

Marketing to the Connected Generation through Social Media

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Success with any social media marketing tool can be boiled down to consistently creating content that delivers our message of value to the target market we serve. This presentation discusses the critical aspect of high priority social media networks and their value to your revenue generating content marketing efforts. Enjoy.

Success with any social media marketing tool can be boiled down to consistently creating content that delivers our message of value to the target market we serve. This presentation discusses the critical aspect of high priority social media networks and their value to your revenue generating content marketing efforts. Enjoy.

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Marketing to the Connected Generation through Social Media

  1. 1. Marketing to the Connected Generation through Social Media by Ryan Hanley
  2. 2. Everyday I watch so many brilliant people with invaluable life and business experience come to the blogosphere and approach it all as if they’re starting from scratch. - Srinivas Rao
  3. 3. Why social media marketing important to our business?
  4. 4. Social Media Marketing allows us to build trust and ultimately relationships with the Connected Generation...
  5. 5. Who are the Connected Generation?
  6. 6. The Connected Generation communicate, build relationships and make buying decisions using digital and social media.
  7. 7. We already know how to market the Unconnected Generation
  8. 8. Marketing to the Unconnected Generation • Ask for Referrals • Network at Chamber Events • Drop-ins • Harass Family Members • Sponsor Charity Events • Yellow Pages • Billboards • Radio • Newspaper • Cold call
  9. 9. But... 9
  10. 10. The Connected Generation is NOT going to use the Phone Book.
  11. 11. and has turned their brain off to traditional advertising
  12. 12. The Connected Generation chooses you... ...on their own time line ...based on their own research and ...their own belief in your story of value.
  13. 13. What Social Media works with the Connected Generation? • Facebook • LinkedIn • Twitter • Google+ • YouTube • Pinterest • Foursquare • Yelp
  14. 14. There are many different forms of Content Marketing one of which is Social Media... 14
  15. 15. Social Media attracts the least amount of attention for your effort
  16. 16. } Social media done correctly is very effective for driving traffic to the top of your marketing funnel
  17. 17. But there are so many social media networks, the options can be paralyzing...
  18. 18. Prioritize... ...you don’t need to be everywhere.
  19. 19. YouTube
  20. 20. YouTube is more than just cat videos...
  21. 21. It’s a fantastic format to answer client questions • Answer 100 Questions – By video – In two minutes of less – Post on YouTube • Create a corresponding blog post – Embed YouTube video in the blog post • Post directly into Facebook, Google+, LinkedIN and link back to the blog post • Put links to post in email newsletter
  22. 22. Answer one client question at a time until there are no more to answer
  23. 23. Videos don’t have to be Hollywood quality nor do they have to go viral to provide value
  24. 24. Before I started using video
  25. 25. After I started using video
  26. 26. Using video to target specific keywords has SEO Value
  27. 27. YouTube also has high Google+ Rich Snippets converting Rich Snippets in Google Search
  28. 28. Google+
  29. 29. Google Search loves itself some Google+ • Posts are indexed by Google Search • Social search relevance with connections – Authorship tag • High-quality media sharing • Google Hangouts • Google Local Reviews
  30. 30. Google wants you to use Google products
  31. 31. Reviews are the currency of the Internet
  32. 32. Client Testimonials
  33. 33. Google Authorship Up to 47% increase in click-through rate
  34. 34. Not to mention direct traffic from old posts... Click here to learn more.
  35. 35. Facebook
  36. 36. blah blah... a lot of people use Facebook • 75% of people feel more connected to Brand on Facebook • 69% of people have “liked” a page because of a Friend • “Liked” content averages 6.9 positions higher in search results • 23% of consumers under the age of 35 will purchase because of a friend’s recommendation on social media • 21% of consumers age 35 – 49 will purchase because of a friend’s recommendation on social media
  37. 37. But how do we get more likes on Facebook?
  38. 38. Post Better Content
  39. 39. Business posts are a necessity… But make them relevant to your clients concerns
  40. 40. Every post does not need to be professional or insurance related
  41. 41. Let your clients know where else you want them to connect with you
  42. 42. Show your support for the community
  43. 43. When deciding what to post on Facebook... ...think value to them, not value to you. 43
  44. 44. Facebook Promoted Posts Worth the money?
  45. 45. Who wouldn’t “Like” this post?
  46. 46. How much is action worth to you?
  47. 47. Promoted Posts Results
  48. 48. Promoted posts work when there is a strategy to why you’re promoting them... ...too much promotion can yield negative results. 48
  49. 49. LinkedIN
  50. 50. Fill out your profile completely
  51. 51. accumulate recommendations of your work
  52. 52. LinkedIn is a networking tool... ...build and grow relationships as you would in the real world, with respect. 52
  53. 53. Twitter
  54. 54. Number of followers has less value than engagement
  55. 55. Twitter is a fantastic tool for building relationships through shared interests... ...NEVER link spray your sales copy. 55
  56. 56. Pinterest
  57. 57. Build niche communities around pin boards
  58. 58. Quora
  59. 59. Establish expertise and build online authority
  60. 60. Slideshare
  61. 61. Long form content marketing at its best
  62. 62. The connected Generation wants to do business with Human Beings that use technology
  63. 63. ...not the other way around.
  64. 64. Success with any social media tool can be boiled down to consistently creating content that delivers our message of value to the target market we serve.
  65. 65. ... and never forget, you always have to ask for the business. “Call us with questions” “Click here to contact us via Email” “Fill out this form to begin”
  66. 66. The connected Generation is waiting for you the end.
  67. 67. I am Ryan Hanley • Director of Marketing – The Murray Group Insurance Services, Inc • Speaker/Author/Podcaster – on Content Marketing and Business Development Strategies • Editor of Content Warfare blog – www.ContentWarfare.com • Producer of the Content Warfare Podcast – www.ContentWarfarePodcast.com
  68. 68. Photo Credits • Page 8: http://www.flickr.com/photos/dok1/3196434641/ • Page 15: http://www.copyblogger.com/content-and-branding/ • Page 17: http://www.slingshotseo.com/blog/infographic-an-In-depth-look- at-the-inbound-marketing-funnel • Page 31: http://unbounce.com/social-media/7-useful-google-plus- infographics-for-business/

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