Watch the webinar below for an in-depth tutorial on LinkedIn’s new company pages.
Dana: I think we’re going to go ahead and get started. Thank you all for joining us today. I am Dana Mahoney, I am Vice President of Marketing for WealthVest Marketing, and as always, Matthew Halloran’s Social Media Webinars are very popular. We have a big crowd on the phones with us today, and we so appreciate that all of you are taking the time out of your busy schedules to join us.
As one of the top advisor coaches in the nation, Matt Halloran understands that producers want to use social media, but have concerns and questions about doing so in the world of financial services.
Matt, as many of you know, is the co-author of the very successful book, The Social Media Handbook for Financial Advisors, and in his continuing series of webinars with WealthVest Marketing, Matt will share with us today the A to B process of setting up company pages on LinkedIn, and he’s going to share with us how to begin and continue to use social media to build your business without breaking the bank or demanding too much of your time.
Matt will also share with us a little bit about WealthVest AdvisorDeck program and the free, straightforward way to set up a website for your business, and link to and use your social media accounts.
We encourage you to ask questions please, in the right hand rail of the WebEx presentation that you see. We will be gathering the questions and posing them to Matt, as time permits, at the conclusion of the webinar. We’ve also been fortunate, and have received a number of questions before the start of the webinar, so I will be posing those to Matt after the completion of his presentation.
So with that, I am going to say hello to Matt, welcome to our webinar, and thanks for joining us today.
Matt: Well, thank you very much for having me. We’re going to talk about something that’s very, very near and dear to my heart. But before we really get rolling, I have to just give a quick shout out to the co-author of my book here, The Social Media Handbook for Financial Advisors. Her name is Crystal Thies. She’s the one who wrote the LinkedIn section, and I learned more about LinkedIn from her than I could’ve learned on my own.
For those of you who have more questions than we’re really able to cover today on this, please go ahead and look her up on LinkedIn. Tell her that you heard about her services. She’s the LinkedIn Ninja. She’s the LinkedIn expert in the financial services industry, so please, please take a moment and go ahead and contact her; she will be more than happy to answer any more questions.
But here’s the big picture; company pages. There’s lots of different ways that you can use a product like LinkedIn and a service like LinkedIn to grow your own practice. One of the ways is by building a company page. Now before we actually dive into the company pages, and I’m going to be using my LinkedIn account live with some screen sharing here. I’ll try to move slowly just to make sure that we don’t have a major screen lag. Sometimes that happens when I’m moving really quickly on these webinars.
But there’s a number of things that you have to know right off the bat:
1. You have to make sure that everything you’re going to be saying about your company is approved by your Compliance Department. Please do not post anything at anytime, unless you are your own Compliance Department, on anything with social media without covering your butt, okay.
2. The next thing that I want to make sure that you’re doing, is you’re looking very, very specially at how your, whatever; general agency, your broker/dealer, whoever you do your business through, whatever their social media policies are, you need to dive in.
Unfortunately, when you take that head first dive into those compliance policies, they’re generally very vague, and here’s why: They’re vague because most businesses, especially in the financial services industry, have been trying to keep social media at an arm’s length. In fact, they’ve been doing whatever they possibly can to make it so you guys and ladies can’t use this at all.
They are antiquated and they need to wake up, which is probably why we have over 300 people who are registering for these calls and dialing in, because most of you really want to do this stuff. You want to be involved in social media and you really want to use it to grow your business. Because there’s no difference between using social media and using other forms of communication.
So I get asked this question all the time. “Matt, if you could succinctly say what social media is; what is it?” It’s this. It is another means to communicate your messages to people in the medium they want to be communicated to, okay. So some people really like the phone, right? Some people like Skype, face-to-face. Some people like actually shaking a person’s hand and looking directly in their eyes and being in their presence. Other people like e-mail.
I have clients of mine in top advisor coaching who, man, all they want to do is e-mail. They’d rather have an email coach than they’d rather have an over-the-phone coach. There are other people who love 140-characters or less. In fact, my brother-in-law – let’s see my nephew’s husband, whatever – eight times removed; anyway, he was here for Thanksgiving and he’s a huge Twitter fan, and everything he digests is in 140-characters or less, which is the parameters on Twitter.
Some people like Facebook. Some people love the Facebook medium and they spend all of their time. One out of every eight minutes is spent on Facebook, right. And then you have LinkedIn. LinkedIn is the place for business, and that’s what we’re going to talk about today. We’re going to talk about company pages, because a lot of professionals have been pushed to LinkedIn, and if you are one of those reps/agents/advisors who is looking to connect and make greater centers of influence, a nest within a specific company, or do any of those specific pieces; LinkedIn is the place for you.
So again, if you do have any more questions, please check her out. Look at all of the great stuff that she’s got on her page, because it really, really is unbelievable.
So I’m going to go ahead and I’m going to open up WealthVest Marketing company page, because this is where we’re going to start.
What you need to understand is you cannot set up a company page if you haven’t set one up already, or your company hasn’t set one up already. So if you are involved in our captive agent in any way, shape, or form, this is probably not going to work incredibly well for you building it, but it is going to work well for you, because I’m going to show you how you use company pages to be able to find out what’s going on within a company and also make it so you can use it as a prospecting opportunity. It’s very, very powerful, but first things first.
Number one: You have to use a company specific e-mail. So your LinkedIn account, your preferences can’t be firstname.lastname@example.org. They will not let you build a company. It has to be a company-specific e-mail. So you can’t use Yahoo, you can’t use G-Mail, you can’t use AOL, you can’t use Hotmail or MSN. For instance, mine is Matt.Halloran@topadvisorcoaching.com or Matt.Halloran@givestrategy.com. So as long as you have the @ and it’s a company name, then you can go ahead and build your company.
So that’s step number one. You will be sent a confirmation e-mail, just to make sure that you are a real person and setting up a real company, and then you will be able to set your page up.
So this is what a company page is for, and WealthVest’s page is a magnificent example of how you’re supposed to use a company page.
There are five things that you really want to use a company page for:
1. This is the opportunity for you to tell your company’s story. If you look right here, this is a perfect example of WealthVest telling their company story.
2. It also is going to give you an opportunity to highlight your products and services. Products and Services – all of these different posts here. These are different things that you have offers. And look, you can to the Services tab, and you’re going to find out the same thing. Look right here, and you’ll be able to find out what WealthVest does and why they do it.
3. Next, you can engage with the different people who are involved. This is a lot of fun, because you can see up here that WealthVest has 209 followers, right. And I have an enormous amount of people that I’m connected with. Obviously, I’ve been working with WealthVest for many years now, and you can see some of the smiling faces of people that some of you might know. I’ve got Wade Dokken here and Lincoln Collins. But here’s the kicker, this is a great opportunity for you to add engagement. Another level of engagement on a company level instead of an individual level. Because what normally happens on LinkedIn, is it is an individual interaction.
So if we just very quickly go to my page here, you’re going to see here, these are all direct contacts who are doing direct pieces of communication, right. It’s very, very interesting and it’s all right there. But, if you go back to the companies, you can see that it will actually be branded the company. Very, very powerful, very smart, and very good. You get your brand identity out there, which is one of the main things that we’re able to do with our company.
Now I’ve been coaching financial services professionals for longer than I’d like to admit; many, many years and I absolutely love the opportunity, but most of you aren’t bigger than yourselves, but most of you want to look and present yourselves bigger than just you, okay. So how do you do that?
Well, if you’re consistently posting about you and from your word of mouth is what LinkedIn usually is, I believe, that that shortens and reduced your impact. But if you post as a company – a lot of times when I post, I will post individually. Sometimes I will post as Top Advisor Coaching, sometimes I will post as the company Give Strategy, because I want to have people think that my bench is deep.
Now luckily, my bench is deep with both of those companies, and your bench is deeper than you might think. If it’s just you and one assistant or you’ve got a couple of producers in the office, that’s the sort of stuff that we want to make sure that we highlight, because the more people who are being involved with social media; look, look at all of these different people. There’s 76 employees from WealthVest on LinkedIn. That’s a lot of people everybody.
I mean for a very intimate company that provides you with an amazing level of services and wonderful products and services; they’ve got 76 people on LinkedIn. But you are able to communicate your products and services very, very clearly through the company page as the WealthVest Marketing page shows here.
Now, it also gives you the opportunity to drive word of mouth to specific events that you are able to build through your company page.
So now what we’re going to do is we’re actually going to go to my Top Advisor Coaching page. I’ll show you this really quick. So this is my page and I just built this yesterday because I was practicing and making sure I had all the inner workings of everything that was going on with LinkedIn.
I don’t know if many of you have noticed this, but dear God, they make changes all the time. And some of them, by the way, are not good changes for us in the financial services industry. We’re having a lot of problems with endorsements now and some of the other pieces. So as we’re preparing for all of these things, I like to make sure that I’m going to go back and really dive into all of the great settings.
So I can post directly to Top Advisor Coaching. “We are having a great time on the WealthVest webinar. You should join.” So I’m going to share this with all of my followers and “kerblammo,” all of a sudden I have a great post that came from Top Advisor Coaching.
Now you’re going to be able to do the same thing when you build your page. Now I’m going to start backing up a little bit, because I want to start talking about how you build some of these pieces. Again, please understand, everything needs to be looked at with a compliance friendly eye.
The stuff that you’re going to be putting on your Top Advisor Coaching, or your page specifically, your WealthVest Marketing, all of these pages now I’m going to be showing the pages for; you are going to need to make sure that that stuff is compliance approved. Compliance approved, compliance approved. I’m going to say that a whole bunch of times. I want to make sure that I really get that sunk in.
If you don’t know what your compliance department says that you can do, please just have them give you your new social media compliance guidelines.
For instance, one of the things that I’m able to show here is what my specific products and services are. You can do this. Now you do need to be somewhat careful about what services you offer, but if you do retirement planning, which many of you do and you hold yourself out as a retirement planner. Maybe you’re a retirement income specialist; any of those moniker’s that your compliance department will allow you to have – look, you can write them down here. Now these are all of the different offerings that my coaching company provides, but you can do the same thing here.
Please understand, I built all of this within minutes yesterday. I mean it probably took me 20 minutes from soup to nuts to be able to build all of this. Now please also understand, I don’t have the same compliance regulations that you do, which is something that you really have to pay attention to, and I’m also very, very familiar with this system, but it is a lot of fun and it makes a lot of sense to be able to build this out.
So if you have a new service, a new product that you’re able to offer that you think is the bees-knees, well this is another great place to put it.
Let’s say WealthVest comes out with the greatest new product that you’ve ever seen in your life, your compliance department absolutely approves you’re using the product and the service. You get the product and the service language acceptable, then bam, you’re able to put it right here as one of the offerings.
Again, here’s the cool thing everybody, you can share directly from your products and services. So right now I can share about my book, but you’re able to go ahead and post directly from there and that’s why I was showing that. Because again, it makes your bench look deeper.
Now, what you have to understand; recommendations are the touch of Satan when it comes to LinkedIn, so please do not request any recommendations for anything that is under your business page/your company page on LinkedIn. Those are considered testimonials. This is standard fare. This isn’t trying to block you from putting anything here; just please don’t do it.
If anybody does recommend it or anything, you have the opportunity to delete that recommendation, so please take the time to do so.
Now here’s some cool stuff. One of the things that you’re able to do is you’re able to edit your whole page. You can go back and edit this, and edit that. So you can edit all of your products and services, as you can see here. I can add a YouTube video, if I want. I can do up to three different images to talk about the product or service that I’m offering. I can do the same thing with the overview of my page. I can edit the overview of my page, so I’m going to go ahead and say – I’m going to edit this.
This gives me the opportunity to edit all of the different pieces…my privately held company, here’s my website, here’s the services that I’m in, here are the different people who are points of contact. This is another great opportunity for you to have points of contact, talk about employees, and also have people who do the admin of the page.
Now with this, I want to back up really quick and talk about publishing stuff and having admins. I’ve been working with all of you for, like I said, a really long time, and I know one of the things that most of you have in least reserves is time. Delegation of things like this, setting up your LinkedIn page, integrating all of the different aspects of your social media push, whether it’s Twitter, LinkedIn, Facebook, Google+, whether you’re on Pinterest, which I don’t think they’ve had a compliance ruling on that yet.
Whatever those things are, having a central point that you can post in one spot and have it spider out to all of those other pieces, that is the most efficient use of your time. You need to delegate. You need to delegate to a company who actually knows what they’re doing, who has a compliance infrastructure in place, and that can help you have a great presence with great content, great material. You need to get involved with that.
That’s one of the people who brought me here. WealthVest Marketing has brought me on this call today, but also this magnificent company called AdvisorDeck. Check out getadvisordeck.com. They can do that stuff for you, everybody. Kick the tires a little bit like I know all of you do.
You like to do your due diligence, but what’s going to happen is you’re going to realize that you’re going to want to do all of this; you’re going to have a very strong social media presence, but you just don’t want to spend the hour a day-ish that it takes to really manage all of this yourself. Plus, then you have to do all of your compliance submissions and all of those pieces, which most of you don’t want to do anyway, and AdvisorDeck actually has a platform built in called PageFreezer, which is one of the most robust compliance archiving programs that’s out there. They will help do this for you.
But here’s the best part about all of this: None of this matters. None of the company page matters. None of any of this stuff matters if you’re not going to post with some regularity. There was a great article in Financial Planning Magazine today. It was a slideshow of the top five mistakes that financial advisors and financial services professionals make with social media, so look at it. It’s on Financial Planning online magazine. If you don’t look at that, make sure that you do. It’s very, very powerful. It’s a good article.
But one of things is it talks about when should you post, so take a look at it. It says that generally you want to post about noon. You want to post the same event more than once. Make sure that you’re following the basic social media mores and folkways that are out there in order to make it so that you maximize what you do. So, you can build a company page within minutes.
Make sure you have the @whatever-your-company-name-is.com email address because all you have to do is go here to companies, and you just go ahead and you add your company. It’s very, very, very simple, very, very powerful. Make sure that you’re doing it. As you can see right here, all you do is you click on the company’s tab, and then you can click there to add a company.
Now, I personally run out of emails, so I don’t have an opportunity to really walk you through every single solitary piece and part that needs to be involved with adding the company. But I’m telling you, everybody, right now, it’s very, very, very simple. But again, do you have the time to do it? Yes. Should you spend your time doing it? Probably not. Again, I would like for you to delegate it to somebody who actually knows what they’re doing.
Now here’s what’s a lot of fun, and this is how you use companies on the flip side. So yes, yes, yes, build a company page, absolutely, as long as it’s compliance approved. Simple, easy, not a problem, you will be able to get it taken care of without any sort of issues. Make sure you’re archiving it. That’s absolutely fantastic.
But one of the biggest things that you all can do in our industry is make sure that you are nesting within a company. Now, many people ask me, exactly what does nesting mean? Well, nesting means that you are going to learn every single solitary piece you possibly can about the company so that you can be the benefit and the expert on anything: the rollovers, the pension plans, the bonus opportunities, the health benefits, the long-term care insurance. Everything that you can find out about a company you can find out a lot about it through here.
So let’s say we’re going to look at Verizon Wireless. They’ve got over 10,000 employees. So I’m going to go ahead and take a look at this. Now again, this is all through companies, and you can actually use the search bar up here. Companies is one of the dropdowns, as you can see right there. So they have 81,000 people who follow Verizon. That’s interesting. I’d like to do that.
So what I’m going to do is I’m actually going to follow Verizon just so I can show you guys what ends up happening. So I am now following Verizon, which means that their status updates are going to post into my newsfeed back on my home tab, but here’s really, really, really neat stuff.
You have this opportunity to find out things. I don’t know. Let’s check out their Employee Insights. What is this? Ah, very interesting here. So we’ve got different pieces, parts that we can check. I don’t know if anybody on the phone is in New Jersey. You probably already know that they’re there, but you can find out more stuff. Look at this. Here are the different people in my network. Here are people who went to college at the same place that I went to college who work at Verizon. What a great point of contact.
Oh my gosh, I could call up Maximo there and say, “Hey Maximo, you and I went to Bellevue University together, and I know that you’re working at Verizon. Hey, I just want to learn more about what it’s like to work there, and I was wondering if we could talk about, you know, what exactly your benefits and stuff look like because I’m trying to become an expert there. Hey, let’s go out to lunch. It’s on me.” Really powerful, really, really, really powerful. You are able to do that through these company pages and careers.
Here’s the other fun thing. A lot of times companies will show you who has been hired, who’s been fired. But look what you can do, contact a Verizon recruiter. Well, goodness gracious, it looks like Maximo Rocha happens to be a recruiter. A recruiter is going to know a lot about the benefit packages at Verizon, aren’t they? Well, heck yeah they are.
So now we can go ahead and contact him since I know I already have a connection with him. We went to the same college. I’m going to be able to talk to him and really use this to my advantage.
What is so neat about the company aspect of LinkedIn is it lets you really drive down and find out more and more information about the company. You are able to continually get updated information on what’s going on.
Here’s another great option. So let’s go back to the overview of the company here, and let’s see. They’re talking about graduation. That’s great. Probably not the greatest sort of posting they should be doing here as Verizon. But let’s say Verizon says something. Let’s see if they actually have a good, meaningful post here.
Oh, look at all the people that they’re hiring. Wow, that’s unbelievable. Okay, so here are some posts. “Thanks to all who attended the San Francisco State University Interview Day last week.” So here’s a great opportunity for you to use a post like this to be able to engage the Verizon audience.
A lot of times other companies will come out and they’ll say stuff like: We’re expanding our dividends, or there’s going to be a new offering to our employees; or we’re having a really big hiring push. These are all things that you can use to your advantage in the financial services industry because then you can promote through your network, and also, if you notice, I can comment on the different things that are happening at Verizon directly to the Verizon company.
It gives you a lot of power. It gives you a lot of leeway, and it gives you a lot of opportunity to find out as much as you can about the company, find out who else is connected with the company. That might be another good thing for you to find out, to see if there’s anybody in your area who’s already nesting within Verizon. Maybe that’s somebody you want to have a strategic relationship with. Maybe it’s somebody you already have a strategic relationship with, and you can find out all of that information through this specifically. It gives you the opportunity to do all sorts of research, find out about job opportunities.
LinkedIn actually changed a little bit. A little while ago they talked about the people who were coming and going. I think that’s just a setting that you can have on here, but I know Verizon’s old page also showed the people who left the company. If you’re able to find out that information, then you’re really, truly able to connect with people and offer them your products and services, especially if you’re a rollover specialist.
So we wanted to do a high-level view of how to do the company page, and let’s just kind of go back. Let’s go back to WealthVest’s page here. You want to make sure that it’s branded incredibly well. You want to have your nice logo here. You want to have a good branding opportunity. You want to show and showcase what you do, how you do it, why you do it, which is what WealthVest does very, very well here.
You want to make sure that you have the products and services that you offer and that they’re detailed and that they’re compliance approved for you to share. Then you can also go ahead and finally check what the insights are. Oh look, that’s where they put it, which is even more fantastic. Look, employees with new titles.
Well, for those of you who are in the WealthVest area, Andrew just got promoted. He just got a new title. What a great opportunity for you to reach out to somebody like him and say, “Andrew, hi, you know, I’m a big fan of your company. I just noticed that you just got a promotion in title. You know, I was just wondering how you did and what you did and if we could get together because as you continue to climb up the corporate ladder, you have the opportunities.”
So this is fantastic. I’m glad I clicked on this because this is exactly what used to be in a different section on LinkedIn, but now it’s here. Look, here are people who are no longer there. WealthVest has a benefit plan much like most other companies do.
Let’s go back to Verizon here. I want to go ahead and see what Verizon is going to show us because this is going to be neat. Let’s go. Follower insights, let’s see what they’ve got there. Employee insights, let’s see if they’ve got this locked down. Yeah, they’ve got it a little bit more locked down than other companies do, but again, they’re a huge company.
Try to find a company in your area, and just start poking around, everybody. Poking around is going to be the best way for you to find out exactly what companies you have in your area. Let’s see. I’m in Kalamazoo, Michigan, so here’s Stryker Corporation.
Let’s see what Stryker has open. Wow, see, they have even less stuff than everybody else. Look, here we go, magnificent. Here are all the different people who are at Stryker. Look, here are the jobs at Stryker, careers at Stryker, company updates. Look, they’re hiring in Fremont, California. What a great thing for you to know because you’re able to go ahead and use that as a talking point to be able to get your foot in the door in this company.
So again, do I think it’s important for you to build a very, very strong company page presence? I do. But most of you are attached to larger organizations, and those larger organizations aren’t going to let you individualize your company page because you’re under their disclaimers and their disclosures. But you can use company pages to find out great information, magnificent information, about the companies that are in your area so you can wiggle your way in and nest. Become an expert. Find out as much as you possibly can about it, and make it so you can become the go-to person for the company.
I’m going to tell you a quick story, and then we’re going to go ahead and open it up for questions. So Dana, if you could start queuing up those questions that’d be great. One of my largest consulting clients was right across the street. Actually, she put a billboard right across the street from a missile production factory in the Southwest of our country here. Now here was the neatest thing was it spoke directly to those people.
So if you’re a Verizon person and you’re following Verizon and you’re a big fan of the company, if you’re going to speak about Verizon to me, I’m going to listen. This gives you the opportunity to find out through their postings what’s going on, growth, shrinkage, planned buyouts. That was one of the reasons I brought Verizon up because there was a big planned buyout.
One of my clients found out about it on LinkedIn through one of my consultations, and they were able to put in an ad in the old-school newspaper. Plus, you could also do it through LinkedIn, which we actually covered LinkedIn advertisements on a webinar a couple of times ago. Talking directly to Verizon employees, I can target them very specifically on LinkedIn.
LinkedIn is the place for business. This is a magnificently powerful tool for you to find out so much about who you want to connect with and connect with them in a nonthreatening way.
So with that, I’m going to go ahead and pop over to Dana. Dana, are you back on?
Dana: I am. I am. All right, Matt, we have a lot of questions, so let’s see what we can get through here. All right, how do I use social media to gain credibility, branding, generate leads, and be an overall go-to guy for my profession?
Matt: You know what? I love the question. What a magnificent question, and I wish I was able to wave a magic wand and say it’s very, very easy, because it’s actually rather complex. Break that down. What was the first thing that they wanted?
Dana: So using social media to gain credibility.
Matt: Credibility. So credibility specifically, one of the ways that you gain credibility is not only posting thoughtful information that comes from your own brain, but what really gets you credibility is posting information from other people’s brains that you are the person who harbors that information. That is one of the most powerful ways to gain credibility.
Whether it’s a person in your area who you really like, if there’s a writer that you like a whole bunch within our industry, repurposing that information, which by the way is a whole lot easier to get through your compliance department, gives you the opportunity to become very, very credible. You also have to make sure that you’re posting frequently, at least once a day if you’re going to really try to build credibility.
Okay, so what was the next one, Dana?
Matt: Branding, great. So one of the most important pieces about branding, especially if you’re branding your company, is that you want to post from that company page that we just talked about so that that company page is going to post with your logo; because your LinkedIn profile is supposed to be your smiling mug, which we highly recommend.
Actually, when Crystal did her LinkedIn webinar two webinars ago, that was one of the big things that she focused on was that picture. Make sure that that picture’s memorable. Make sure it’s clear. Make sure it has a distinct background. These are all things that she can help you with, one, and two, that she also consults and talks about in the book, The Social Media Handbook for Financial Advisors, to make sure that you have the most powerful opportunity.
Also, you need to have a very consistent brand message. If you are the retirement specialist, then one of the things that you can do—let’s actually go back here. I’m going to go ahead and show this real quick. As you can see here, you’ve got Matthew Halloran, MS, Certified Coach, and Author. Here’s what I do; I’m Director of National Development for GIVE Strategies.
But let’s say you are a retirement planning specialist. You need to put that here. Matthew Halloran, comma, Retirement Planning Specialist. If you go back, the last webinar or two webinars ago—we’ve done a lot of these webinars—in the webinars on LinkedIn that we’ve done through AdvisorDeck and through WealthVest we talk about how to actually manipulate that to use to your advantage.
Okay, what was the other last piece there, Dana?
Dana: Generating leads.
Matt: Okay, so generating leads, I mean this is what all of you want, right? So one of the best ways for you to generate leads after you have a presence is, honestly, when you’re posting good information, which I try to post as good information as I possibly can as many times as I can, is finding out who viewed my profile. I’m able to find out because I have on average anywhere from three to today I’ve got six. It’ll probably go up because of this webinar. You are all seeing my webpage or my LinkedIn page right now.
If you want to connect, I’d be more than happy to accept your connections. You guys can keep up to date on not only what I’m doing with WealthVest and AdvisorDeck, but also what I’m doing on LinkedIn and the different things that I’m posting. Like for instance, one of the things that I posted today was the fact that we lost a huge person in our industry, Zig Ziglar; one of the most consummate sales professionals in the world passed away today. I think the world’s going to be a worse place for it, but somebody will fill his void.
But this is the sort of stuff, being able to find out who’s checking you out. Well, I can find out if my competition is checking me out. In fact, it’s a lot of fun because one of the people who checks me out on a regular basis happens to be people at my old office, the old coaching company I worked for. They’re trying to find out what I’m doing, and I’m very transparent. They can take a look at it. But you can find out that stuff too.
The other thing that you can do to be able to generate leads is to do advanced searches. Now, that’s a webinar in itself, and I would probably need to bring Crystal back for that because she’s the expert on advanced searches. But you can use LinkedIn to find different people. Much like what I just talked about with the company pages, if you find out the people who’ve left the company, who’ve come into the company, who got promoted, those are where you can find leads, and it’s very, very powerful.
All right, next question.
Dana: Next question, Matt: How do I contact or connect with more licensed life and health agents?
Matt: Okay, here’s where that works. You’re really going to want to do that through the groups setting. Now, these are all of the different groups that I’m involved with. Right here, just so you know, this life insurance group is absolutely magnificent. In fact, let’s open this up because now you have to be accepted into this, but if you look at how many members are in this group—there’s 2,315 members.
This is a great opportunity for you to communicate with other life and health people, with other agents, other annuity specialists, other retirement income specialists. They’re all over the place, and you’re able to do that through the LinkedIn groups specifically.
I’m involved with Advisor Max, Global Insurance Professionals. These are all magnificent ways to communicate with other people in a secured manner because compliance really likes this, by the way; this little thing that’s coming up—see, it says this group is members only. You have to be accepted into that group, which adds another layer of compliance happiness. So find out good organizations that you can be involved with, and that’s where you can network with a lot more other people who are just like you on LinkedIn.
Dana: All right, Matt, I know we’ve done this, but we probably should do this one more time. How do you post something? What should you post? Who sees what you post? How do they respond to what you post? What’s the etiquette to respond to somebody else’s post?
Matt: Okay, wow; that is definitely a mouthful.
Dana: It’s a lot. I might have to break it down for you, sorry.
Matt: Start me off again. So how do you post? Let’s just go ahead and start there. Well, posting is actually easier than you might think, but at the same time it adds one layer of complexity because you have to have the archiving aspect of it. So really, before you post anything you want to make sure it’s approved compliance material.
So if you have a market commentary, if you have just a trend commentary, if you have a newsletter that is already approved by compliance and you are able to post that through here, you just need to notify them that you’re also using social media as one of the outlets for that level of communication. So basically what you can do is you can see here it says: Share an update. So I went to that from the home screen.
So here we go: Share an update. I can type something in there. Now I can share it on LinkedIn. Now I also have a very large Twitter presence because Twitter and Facebook are part of my specialties. So I can not only post to LinkedIn, but I can also specifically post to LinkedIn plus my Twitter account, which will shorten the post to 140 characters or less and also make sure that I’m able to communicate with my Twitter following, which is fantastic. I like that a whole bunch.
But after you type something in, then you click the Share button. Now, here’s the important thing. There’s a lot of stuff going around on Facebook, for those of you involved in Facebook right now, but there’s a lot of different things going on in Facebook about privacy. Here’s the general rule of thumb. Don’t post anything that’s going to get you in trouble. I don’t care how much you hate somebody in politics. I don’t care if you think that Ben Bernanke is whatever, whatever, whatever. That’s not the appropriate forum to post it in.
You’re going to post, especially on LinkedIn, very succinct, professional, useful information that your connections will want. So that answers the next question, who will see my posts? Well, in this situation, if I clicked Share with LinkedIn plus Twitter, all of my Twitter followers and all of my LinkedIn followers will actually see my post. It will show up in this timeline that you see right here. So that’s where you’re going to be able to post.
Now, what is the etiquette to respond to posts? As of right now, liking a post is looked at as you are giving a recommendation and/or a testimonial of that information. So right now what you want to do, especially on LinkedIn, is you want to just do outbound posting. Now, if somebody likes one of your posts, I’ll give you an example.
So I just posted something yesterday. It’ll just take me a second. So I’ve had a couple of different people who’ve liked something, like right here. So I’ve had two people who’ve liked this post, which is an article a friend of mine wrote on Financial Planning Magazine, again, another magnificent article. I can go ahead and go to these people and thank them for the post, or I can reach out to them in a message directly. Because again, that has a different compliance standard; it’s basically what’s considered an email, which is archived in a different way.
Dana, did I answer all those?
Dana: I think you did. I’m going to go to something that’s related to that, Matt. Someone’s asking here: Do you have a script for contacting on LinkedIn? I think they’re asking about a recommendation for reaching out to others.
Matt: Absolutely. So if you’re going to follow people or connect with people—I’m just going to go ahead. I don’t even know who this person is. Let’s see. Let’s go check this guy, Joe. This person’s not on the call. So anyway, if it is Joe, I’m trying to connect with you here.
So here’s what you want to do. See how it says: Include a personal note, optional. It is not optional. It’s not optional. Please, please, please don’t ever use the standard personal note. You want to personalize this. Like for instance, like Joe and I are in a Financial Advisor Network group together, so I could click on here. I would say, “Joe, we share the FAN group together. I would love to connect here.”
So this personalizes it. Joe’s going to know that I have actually taken a moment to find out who Joe is, why we’ve connected, why I want to connect with him, and then you click Send an invitation. I’m going to click Send an invitation. So I just sent my invitation to Joe, and we’ll see if Joe actually accepts my invitation.
So that’s the best script. The best script is going to be the personalized message that you do a little bit of research to find out. All right, Dana, I’m ready for the next one.
Dana: Oh, I’m sorry. I had a little glitch in my phone there, Matt.
Matt: Oh, that’s all right.
Dana: All right, let’s see here. I think we’ve addressed this, but I think it’s important to go over again. How can I be sure my social media content is compliant with my broker-dealer? Matt, I’m going to remind you maybe to mention the PageFreezer feature with AdvisorDeck as well.
Matt: Absolutely, and thank you for the reminder. I mean you have to have a compliance archiving thing that syncs with social media. One of the things that happens with the AdvisorDeck platform, and please, people, I’ve looked at every other product and service that’s out there.
I’ve looked at what different companies who are offering compliance approval or fresh content or distribution to social media channels or SEO, which is search engine optimization, search engine marketing, pay-per-click, lead generation. I’ve looked at all of the different things that are out there, and there is nothing as complete as AdvisorDeck is. Go to getadvisordeck.com. Take a look at what they offer because they offer that level.
Again, never post anything that you think could even be questionable in a compliance standpoint. But to make sure that you have a good archiving program, PageFreezer is what the SEC uses, everybody. I mean it’s as simple as that. Yes, there are other companies that are out there, but if the SEC uses the company I think you’re probably covered and you’re pretty good.
Dana: Matt, to that point, if folks do take a look at getadvisordeck.com in order to get the free usage if they choose WealthVest Marketing as their marketing partner, that ensures that. Then I’m going to add some information to that at the end as well.
All right, Matt, can you load logo and pages on the site?
Matt: Oh yeah, and that’s all stuff that the AdvisorDeck team can do for you. I mean, can you do it yourself? Yes. You have to make sure that it’s in a very, very specific size range. It really depends on what level, whether it’s in the company page, how deep it’s in the company page.
Here’s the deal, everybody. I know everybody wants to think that they’re super-duper whizzes at social media, but why? Why do you want to spend the amount of time? Everybody, I’ve worked on this stuff since MySpace was important as a social media tool. I spent years learning all of this stuff. Is that really the best use of your time? I don’t really think it is.
As a business coach and a consultant who talks to people like all of you all the time, this is not what you need to be an expert in. You need to be an expert in what you do and how you bring that to clients. Delegate this to somebody else. Call the number on the screen. Go to AdvisorDeck. Talk to your broker-dealers, your general agencies, your companies, and find out what they recommend.
Dana: All right, Matt, a couple of other great ones here. Is there software that will allow you to post to various sites from one central coordinated site and then provide a dashboard for views, responses? This is an AdvisorDeck question as well, actually.
Matt: Well, it really is. So the answer is, once again, please go ahead and check out getadvisordeck.com because that’s one of the major value adds and components to the program. Are there other programs out there? There are. If you’re going to do this personally—now I’m going to digress for a minute. Let’s say you have your own side business and you are an evangelical minister.
Here’s a perfect example. I actually have a friend of mine, one of my clients, who does this, and he actually has his entire own social media network with Twitter, LinkedIn and Facebook for his ministry. So he uses something called HootSuite; again, not entirely compliance approved for what you guys probably need it for, but HootSuite can post to all of those dashboards.
But when it comes to our industry, financial services, you’re going to need to have a company that’s got all of the different pieces in place, and that’s one of the neat things about AdvisorDeck, a central post that’s going to be able to spider out to your LinkedIn, Twitter, and Facebook pages and do all of the archiving for you.
Dana: All right, Matt, here’s one that popped up in the right-hand rail, and it’s actually interesting. What if I have two companies and one LinkedIn profile? An even better way to say it might be: Should I have one LinkedIn profile or two?
Matt: Okay, wow. Individual profile, I think you should have one, and I think it should be deep. If you look at mine here, you’re going to see that as of right now I actually have multiple organizations that I work for. You can see here, President and Founder of Top Advisor Coaching, National Development Director. I have more than one company that I actually am involved with, but how you make it so, again, that you can broadcast from another company is that’s when you actually build out that secondary company page.
If it’s an OBA—now here’s the other piece that’s important—if it is an approved business activity or outside business activity that you have gotten approved through all of the companies you need to get approved through, then you have to understand that the compliance regulations on that are going to be different because you’re going to be posting on behalf of that company, and you need to make sure that your compliance department is familiar with that and understands that you’re going to be doing that. That was a great question.
Dana: All right, Matt, here is a great one. Is this really a good tool for marketing? I’ve tried to avoid it so far.
Matt: You know what? A lot of people have tried to avoid it, and is it a great tool for marketing? It is an unbelievable tool for marketing. The cost of doing business on LinkedIn is so inexpensive. So one of the things that I hear, Dana, all the time is, Matt, I’m just going to use direct mail.
So direct mail is going to cost you 10,000. That’s a standard fee, 7-10,000. That includes all of the invitations, the mailers, and generally the price of your event. So you can drop 10,000, and what is a good rate of return? Dana, you’re a marketing expert. What is good rate of return for direct mail?
Dana: You’d be lucky for 2%, Matt.
Matt: Yeah, 2% is unbelievable, right? I mean, god, that’s like a marketer’s dream for direct marketing. Well, you can get the same level of interest. So let’s just say we’re getting 2% ROI, rate of return or return on my investment. We’re going to get a 2%, but it’s going to cost me $200 instead of $10,000. That’s why this is powerful. So you just kind of took me down a rabbit hole, so I’m going to chase this rabbit if you don’t mind, Dana, for a second.
This is one of the reasons why it’s so incredibly important to use advertising on these social media platforms. If you can see right here, I’m hoping you guys can see me going around in circles here, it says: Ads by LinkedIn members. You are a LinkedIn member, hopefully. If you’re not, please go ahead and get signed up. But as a LinkedIn member, you can do an advertisement and target exactly who you want to target for so little money.
For $279 I got my brand in front of over 300,000 people, again, 300,000 people. I got 79 people to click on it, which is a terrible rate of return. But you know what? Out of those 79 people, I ended up making 15,000. For a $279 investment I made $15,000 by using this in a very targeted approach. I’m not paying for 300,000 pieces of postage. I’m only paying for the people who click on my ad. That’s the exact same sort of thing that you’re going to do.
I’m going to get all of the demographic information of the people who clicked on my ad, so I’m going to know if I’m really hitting it right. LinkedIn, Facebook, those specifically, everybody, man, they are so incredibly powerful, and here’s the deal. In our industry they’re underused. Be one of the first people to be a pioneer and advertise in this field and advertise in these mediums because you are going to get the lion share of business.
Dana: All right, Matt, I’m going to finish up with this one, and then I’m going to offer a little close here. What is something simple that I can do to start?
Matt: Okay. I mean a couple of different things. Number one, the first thing you need to do is you need to get your compliance documents from your compliance department, so that’s step number one. Make sure you drink some coffee because it’s going to be horribly boring to read, and I don’t want you to nod off and hit your head on your computer screen or your desk. But I want you to read it. That’s step number one. So find out what they will allow you to do.
Step number two, gabble around in it a little bit. What I recommend that you do to dip your toe in the water of social media is you do it personally before you do it professionally. Log on to Facebook. Set up your own Facebook page and go ahead and reconnect with your old flames from high school, great, magnificent opportunity. You’ll be able to see what you shouldn’t post, and you can see what you should. Do the same thing with Twitter, just get familiar.
Now, when you’re going to start working into it professionally, delegate, delegate, delegate. In fact, I wrote an article for Financial Planning Magazine about a month and a half ago, two months ago, “The Top 10 Traits for Successful Financial Services Professionals.” Check it out. It was a good article.
But the reason why I’m saying that is because one of the top 10 things was delegate. Advisors who are successful, really successful people, people who make north of a million dollars a year in their financial services practice, they do it by getting the right people in place to do the things that they shouldn’t, not can’t, shouldn’t be doing with their time.
All of you should be hammering the phones, making appointments, getting new business, servicing existing business. You shouldn’t be spending the next 30 hours becoming an expert on social media. You shouldn’t. You should delegate that. I personally think that one of the best ways to dip your toes in the water in a very safe and compliant manner is again, and it was right here, go ahead and take a look at getadvisordeck.com. Call WealthVest.
You know what? They put out an enormous amount of money and an enormous amount of assistance to all of the people who are on this call. If you’re not leaning on this organization, please do. I’ve had a relationship with WealthVest and Dana, Wade, and LinkedIn for many, many years, and I wouldn’t be involved with this organization if I didn’t think they didn’t bring great service to their clients. So just take a look at what they have to offer, and I think it’s well worth it.
Dana: So Matt, with that I’m going to say thank you. I am going to reiterate, we will be sending out a link to a recording of today’s call. It happens within 24 hours, so if you would be patient, we’d appreciate it. We also are going to be sending out a comprehensive guide that explains all the sections that Matt went over today with screenshots and great visuals. It’s called “LinkedIn Company Pages A to Z.”
We also ask you to take a look at WealthVest partner AdvisorDeck.com. Here you can create a free website where you can link to one of your social media accounts. Please be sure to select WealthVest Marketing as your marketing partner to ensure that you do take advantage of that premium opportunity.
Even better, we encourage you to contact WealthVest Marketing today at 877-595-9325. Please dial extension 203 to learn more about having WealthVest set up and launch your website, create and optimize your social media sites, and help you build your business’s brand.
So I thank you all so much for being here today and giving us your time. Matt, as always, it was a pleasure.
Matt: Thank you, thank you, thank you.
Dana: Goodbye, everybody.