Hello
My name is Ryan Hanley
COLD CALLING THE
INTERNET
How to Apply
Traditional Sales Techniques to Internet Tools
OUR GOALS FOR TODAY
• Increased comfort level with using social
media and blogging to market your agency
Online
• Better understanding of the five stages to
selling Online
• Leave with action-items you can apply to your
Online presence immediately
MYTHS ABOUT INTERNET SALES
• Internet Shoppers Buy on Price
– If we don’t treat our product like a commodity
they won’t buy it like a commodity
• We Need To Be On Every Social Media Site to
be Successful
– There is much more to success Online beyond
Facebook and Twitter
• Consumers Need Our Expertise
– The information gates to our knowledge have
been unlocked
“The Internet is a Cold Caller’s
Best Friend”
Blogging
WHERE DO I GET CONTENT?
•
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•
•
•
•
•
•
Client questions
CE Classes
Trade magazine
Community events
Charitable events
Employee success
Testimonials
Case studies
• The weather
• Safety tips
• Other insurance
agencies
• Your own experience
• New technology
• Market changes
• Industry events
WRITE THE WAY CONSUMERS SPEAK
Believe the Hype
SOCIAL MEDIA
“Be bold… Because everyone else
is doing everything else.”
Success
COMMON OBJECTIONS
TO SOCIAL MEDIA
• We work on referrals…
• So does the Internet
• Internet leads are price shoppers…
• Statistically not true
• It takes too much time…
• Only if you let it
• I don’t know anything about computers…
• Hire someone that does
• I don’t like the Internet
• But your clients do
WHAT SOCIAL MEDIA SHOULD I USE?
•
•
•
•
•
•
•
•
Facebook
LinkedIn
Twitter
Google+
YouTube
Pinterest
Foursquare
Yelp
How do we get people to buy?
FIVE STAGES OF SELLING ONLINE
• Define
Five Stages of Selling Online
It doesn’t matter what topic you
choose to create content on…
It doesn’t matter what platform you
choose to create content…
It doesn’t matter what medium to
choose to create that content in…
It doesn’t matter how often you create
content…
…you must define your target
audience, attract them with content,
engage them in the conversation,
subscribe them to your material and
then you convert them into REVENUE!
– Audience
• Attract
– Interest
• Engage
– Personality
• Subscribe
– Relationship
• Convert
– Value
“Write for Everyone and you
Write to No One”
Define
Define - Action Item
Go to your client’s and prospects’ Website, Facebook page and LinkedIn
profile. Subscribe to blog posts and newsletter, Like their Facebook page
and Connect on LinkedIn.
“It’s not the Voice… It’s the
Message.”
Attract
Attract – Action Item
Pick your favorite charity or community organization and write at least
one piece of content a week for the next month about that organization.
Share why you support them and how THEY’RE making a difference.
“Every blog post is a Salesperson
working 24 hours a day”
Engage
Engage – Action Item
Comments are a blog’s best friend . The interaction between you and
your web visitors strengthens your relationship. Encourage comments by
asking for questions or experiences or you can hold a contest.
“Today you deliver value,
Tomorrow you build a
relationship.”
Subscribe
Subscribe – Action Item
Go to website or blog and look for your “Subscribe” area. Where is it? If
it’s not right up front at the top of homepage and every other page on
your website make that change today!
“You Have to ASK for the
Business”
Convert
Convert – Action Item
Every web page must contain a Call-to-Action. In your next piece of
content tell readers exactly what you want them to do… Sign-up for
Newsletter, Like us on Facebook, Request a Quote.
Success!
Success is possible for small business. After only four months of blogging
our Insurance Agency’s website is listed on the first page of Google for
the term “What is General Liability.” A key phrase for our industry.
“Creativity for creativity sake has
it’s place… But creativity with
purpose fosters success.”
Success
“Blogging, Social Media and the
Internet are just tools to build
relationships the same way you
always have”
Success
Questions
• What aspects of social media and blogging are
you still uncomfortable about?
• Are there specific social media platforms you
don’t understand?
• Can you see your organization utilizing the five
stages or are their concepts that are still
confusing?
If you have questions contact me:
ryan@ryanhanley.com
Thank You
• Ryan Hanley
– Twitter: @RyanHanley_Com
– Web: www.RyanHanley.com
I wish you all Success in your Online Marketing!