Segerius Consultancy

Mastering Marketing

Do You Know Your SSI Score?

Ever heard of Your SSI score?

Do you know your SSI score on LinkedIn impacts your visibility, lead flow and reach. AND it’s totally in your ability to increase it and gain huge benefits for the cost of…well ZERO!

Today, I am going to show you how!

SSI is a score from LinkedIn based on how effectively you portray your professional brand, build relationships, find the right people, and engage with insights. This is known as your Social Selling Index, or SSI for short.

The SSI page reveals your score and the key elements of it. The image below is mine and what you will see when you go to the page.

You can check your own score here:
https://www.linkedin.com/sales/ssi

You’ll notice the SSI is a score from 0-100. Divided in 25 points for each of the following elements:

  • Establishing your professional brand
  • Finding the right people
  • Engaging with insights
  • Building relationships

I’ve stitched these together from my experiences and some sources I follow:

1. Establish your professional brand

  • Have a professional photo. This is literally the easiest thing you can do that will set you up for success. A professional or semi pro shot of JUST you in the photo will go a long way to having people click on you.
  • Complete ALL sections of your profile! At the top of your profile it will even alert you if you haven’t filled out your profile 100%. The biggest parts I encourage you to fill out are: Summary, Projects, Experience sections (which i prefer a client facing landing page approach), Honors & Awards, and Interests.
  • A person should be able to come to your profile and determine what you do, what you’ve accomplished, and a little bit about your personality based on your profile.
  • Add media to your profile – it can be video, images or documents.

2. Find the right people

  • Understanding of Boolean search can be very useful if you don’t have advanced search filtering, like that which is provided by Sales Navigator – which I highly recommend for anyone looking to put in a sustainable and predictable sales funnel on LinkedIn.
  • Sales Navigator will also allow you to build lead lists and saved search lists which work on auto-pilot in the background. A high time saver and having prospects found for you while you sleep is kinda cool!
  • For LinkedIn Premium users, utilize the different filters available in Advanced Search to easily access senior leaders & decision makers within an organization. Also take advantage of Saved Searches for trigger based selling, so you get weekly or daily updates on new prospects.

3. Engage with insights

  • Start engaging by through liking & commenting on content that your connections are sharing in your home feed on a daily basis – share your professional knowledge and prove you’re a subject matter expert.
  • If someone posts a comment on your update, respond to it. Tag that person in the comment as well. LinkedIn like the engagement and see it as you posting relevant and interesting content.
  • Participate in Groups. It’s a great way to show your expertise and authority. I could do more of this recommendation myself. LinkedIn rewards you for the participation.
  • Share your own company content and third-party content with your connections, through inmails, and within your industry-specific groups. Your buyers are searching for answers to their problems, so share key insights to get onto their radars.

4. Build strong relationships

  • Connect with multiple senior leaders and mobilizers within each account (company) you’re going after. Don’t limit your entry to a company through one stakeholder. LinkedIn also rewards you for going deep into an organization.
  • Nurture your connections by actively following their LinkedIn activity, engage the content they share, and make an effort to get value to them in the form of content 2 to 3 times a month.

So there are a number of tips you can do from today to increase that SSI. I see my clients increase theirs within weeks of implementing my blueprints – some even doubling their scores and even hitting the high 80’s and popping into 90’s.

How’s your SSI and are you doing both outreach and inbound activities?

You can check your own score here:
https://www.linkedin.com/sales/ssi

4 Tactics To Improve Your Landing Pages Savvy Marketers Miss

 

Effective landing pages are the ones which mirror the marketing themes

The landing page of your website is crucial. It is often the first contact people have with your company. Therefore, it’s essential you capture their attention and their interest. If your landing page is not attractive and does not contain meaningful information, potential customers will simple move on. Your landing page must contain images and information that will grab the reader’s attention and motivate them to continue to investigate what your website has to offer.

No matter how good the product or service you are offering is, if your landing page cannot capture the customer’s attention, they won’t stick around long enough to find out.

Make Your Landing Page Match Your Ads

Your ad was effective enough to encourage potential customers to visit your website. Use that to your advantage. Your landing page should match your ads in several key areas if you want to continue to hold the interest of the visitors to your site. Many businesses lose clients because of the dramatic difference between the information on the flyer or other types of marketing materials that draw them to the site and the landing page.

However, the most effective landing pages are the ones which mirror the marketing themes, language, and feel of the previously distributed marketing materials.

Two important ways in which you should make sure your landing pages matches your other marketing material is with the headlines and the images that are used. The same headline that drew the potential client to your website will probably hold their attention and make them take the time to explore the site and stay long enough to hear your entire message.

The images you use on your landing page play a similar role. Some people are attracted to and moved by particular images. By continuing to use the images from your previous marketing materials on your landing page you increase the chances of keeping the interest of your visitors and making a sale.

Keep Your Landing Page Simple 

Some people try to do so much with their landing page that it ends up driving away their visitors. Many people today are either very busy or have short attention spans. If they find they have to work too hard to access or understand the information being presented on your landing page, chances are higher they will simply navigate away from your website. People of a variety of educational and interest levels will visit your website landing page.

The best way to reach the broadest market is to keep your message simple and clear. This will make your offer accessible and inviting to more people.

Another important role of your landing page that makes it an effective marketing tool is its ability to make visitors know your company is trustworthy. You can do this by presenting accurate information in a manner that’s easy to understand.

If you use complex terms and make outlandish claims, you’ll make it difficult for potential customers to trust what you say. However, if you provide them with verifiable facts supported by real images of your products, services, and customers, you increase the likelihood you will earn their trust.

Once you have grabbed the attention of the visitors to your site and have begun to gain their trust, you must follow that up by offering them quality products or services. Consumers know there are lots of sham businesses on the internet. You must usesimple language, authentic images, verifiable facts, and quality customer service to convince them your company is real and trustworthy and you can deliver on your promises.

Offer Products People Want

When people visit your landing page, you have a golden opportunity to convert them into customers using simple, easy to understand language, and clear images of products and services they want. Even the enticements you offer them at no charge should be something they want. Offering a 10% discount on something they have never heard about may not generate much interest. However, offering a free mug, pen, zip drive, t-shirt can work.

However, offering a free mug, pen, zip drive, t-shirt, or other promotional item to people that fill out a membership form may be more effective. Plus, it engages the customer and establishes a dialogue.

The right offer can improve your conversion rate significantly. A well thought out landing page can become a funnel that leads most visitors to become customers. If your landing page is welcoming, easy to understand, and offers something people want, you will be able to attract as many customers as you want. People are always looking for good products and services. If your landing page offers a quality product that people want at a price they can afford in a manner people can easily understand and follow, you have one of the most important keys to success in modern business.

If your landing page offers a quality product that people want at a price they can afford in a manner people can easily understand and follow, you have one of the most important keys to success in modern business.

Presell Using Your Landing Page

When people visit your website, it means they have at least a passing interest in what you have to offer. Your landing page should help to increase their level of interest and prepare them for the sale. It can do this by providing them with more valuable information about the product or service you are offering. An effective landing page will increase customer excitement about and interest in your product before they even see it.

People are more likely to purchase something if they know the benefits it has for them. Your landing page should begin to present visitors with a list or description of what your product can do for them.

When your landing page is properly designed, it primes the customer for what is to come as they delve deeper into your website. It makes visitors barely able to wait to explore your website and learn more about your product or service.

The information on your landing page should so intrigue and entice them that they will be scanning the page looking for the prompt leading them to a fuller understanding of and ordering information for the product and service you are offering. If your landing page is designed properly, the prompt leading visitors deeper into your website should be very easy to find.

Why A Good Landing Page Is Essential

The days when building a better mouse trap guaranteed customers would beat a path to your door are long gone. In the digital age you have to be skilled at making people aware of your product and giving them easy access to it. The landing page of your website is a very important element in the modern sales process. It allows you to speak directly to people with an interest in your product.

Your landing page also offers visitors an opportunity to get a closer look at the product and learn of the benefits it offers. A well designed landing page can also prepare the visitor for the sale and make them excited about making the purchase. With software like UnbounceLeadPagesClickFunnelsTenMinutePages, and OptimizePress its faster than ever to create high converting landing pages.

People today are busier than ever. Getting them to stop and take notice of your product is job number one. A well designed landing page can do just that.

 

5 Ways Marketing on Facebook Has Changed

Can You Reach Your Fans?

Organic reach used to be 15-20% for most Facebook Pages. However, the past few years have seen a significant drop. Of course, this is no surprise to any social media marketer who’s paying any attention whatsoever.

Now, there are strategies to boost your organic reach, including (but not limited to) the “Top 10” posted by Post Planner a while ago:

  1. Show your personality
  2. Ask questions
  3. Use images
  4. Provide an inside look
  5. Measure and reproduce what works
  6. Share your Fan’s content
  7. Keep your posts simple
  8. Use a consistent voice and post useful content
  9. Love and appreciate your followers
  10. Have fun and be funny

To succeed on Facebook in 2018, you’ll need to do all these and more.

And when it comes to “more,” there’s a couple primary strategies: Facebook Live Video, and Facebook Non-Live Video (see the trend, here?)

Facebook Live Video

Facebook wants to compete with Snapchat, YouTube Live, Periscope and all the other live video platforms. To encourage people to use the platform, therefore, they reward Facebook live videos over any other content type.

We’d heard rumors about this in early 2017, and tested it out for ourselves in May. Here’s the performance of our Facebook posts between the 22nd and 30th of May, 2017.

See if you can’t determine which one is a Facebook Live video…

5 top Facebook Live best practices:

  1. Introduce the video topic, and yourself, multiple times and for at least a minute, to keep saying hello to people as they come in.
  2. Keep your video visually dynamic by moving around.
  3. Talk for more than 10 minutes, as you’ll get more and more as the video gets rolling. If you introduce everything awesome in the beginning then the people who come later won’t know what’s happening.
  4. If you mess up, acknowledge it and keep going. Embrace the “live!”
  5. Ask viewers to share, Like and comment to increase your videos’ reach (especially in the beginning)

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Facebook Recorded Video

Facebook wants to compete with YouTube, so every video which is uploaded directly to their platform will see a “Reach bump” over a video uploaded via YouTube.

Back in March, social media analytics platform Quintly analyzed 6.2 million posts by 167,000 Facebook profiles. The results were about what everyone expected. Facebook native videos did perform better on average – to the tune of 478% more shares. And that’s awesome.

But then, in December of 2016, something changed:
image8.png

Facebook native videos, suddenly, were receiving a 1055.41% higher average share rate than Youtube videos. The algorithm was changed.

Source: Forbes

Do You Know the Value of a Fan?

In the good old days (before any of us really knew what we were doing), a businesses only social media goal was “More Fans! More Fans! More Fans!”

As a social media promotion company, this was fine with us. Our platform was built around incentivizing social media users to become a Fan.

But when organic reach plummeted and businesses started actually measuring the bottom-dollar value of their Fans, the whole industry had to pivot.

Let’s do some quick math to show you what I’m talking about:

Let’s say you have 10,000 Fans.

According to most sources I believe, you’re probably getting about 6.5% organic reach with every post. So 650 people.

Now, you’re a smart social media marketer, so only a few of your Posts are promotional.

But let’s say that this one is, and your post (which is seen by 650 Fans) has a click-through rate of 5%, so 33 people.

Now, let’s say that 50% of those are already customers, and you’re left with 16. You send people to a product page with a conversion rate of 5% (industry average), and, unfortunately, we’re already below 1.

The chance of turning a single one of your 10,000 Fans into a customer through Facebook alone is less than .01%.

What’s the option?

Turn your Fans into leads.

Create a Facebook “Fan-only” promotion which requires your Fans to provide their email address to enter for a chance to win your prize:
image6.png

Here’s the complete strategy:

  • Use a Facebook contest to incentivize Fans to give you their email address.
  • Segment your leads based on the product they were interested in winning.
  • Use a “bonus entry” feature (or referral URL) to prompt them to share with their  networks to get additional chances to win.
  • Announce your grand prize winner, and provide all entrants with a “Contest-specific” coupon code which entitles them to 10% off, or free shipping, or credit. Make your coupon code available for a limited time.
  • Send a reminder email 48 hours before the coupon expires. And then another 2 hours before.
  • When you next run a sale or promotion on the product your contest entrants wanted to win, be sure to send them an email notification.

Do You Have to Pay to Play?

One of the biggest Facebook changes is the so-called “Pay to Play” structure which aggravates so many social media marketers.

So, do you have to pay?

On Facebook, it’s not so much that you have to, but that that Facebook Ads actually offer a better option for business growth than what organic reach used to.

I’d like every social media marketer to stop thinking of Facebook Ads as an alternative to organic reach.

Boosting posts is all well and good, but why are you paying to target people who already know and Like you when you could be targeting new prospective customers?

Start thinking of Facebook Ads as an alternative to Google Ads, and (if you do) you’ll soon be as excited about them as I am.

Facebook Ads offer unprecedented audience targeting and a low cost per click, with an incredibly intuitive platform.

Let’s say you’re a photographer in Victoria, Canada, and you’re running a Fall Family Photoshoot Promotion.

You’re going to give away a photoshoot of the whole family, valued at $450. You create your Facebook Business Manager account and head into Facebook’s ad manager.

Step 1: Choose your advertising objective (in order to drive traffic to your campaign page, I’d choose Traffic):

image1.png

Step 2: Choose your audience location:

image3.png

Step 3: Choose your audience specifics:

image10.png

Step 4: Choose your budget:

image5.png

Step 5: Create your ad image (just re-use your campaign page’s hero image and messaging):

image9.jpgGoogle Drawing (and Canva) actually make creating a Facebook Ad image super simple. To get a Facebook Ad image template you can copy and edit, click here.

Step 6: Hit publish and you’re good to go!

Note:

This is a very simplified walkthrough for Facebook Ads. There are dozens of ways to optimize and improve the chance of your ad campaign crushing it on Facebook. A few great resources on that…

Can You Use Facebook For More than Awareness?

Customer Service

Many helpdesk tools now have Facebook integration, meaning your customer support team can respond to customer service-related Facebook messages from within the same dashboard they use to respond to support chats and emails.

Facebook has become, truly, an extension of your website. It’s where you post new feature or product releases.

It’s where you showcase your brand personality, introduce new employees, share your Friday beer meeting, and, now, respond to questions from customers and prospective customers alike.

image4.png

Customer service on Facebook is just one of the many reasons I think that businesses who have left Facebook have made a mistake.

Yes, the drop in organic reach was frustrating. And yes, the “pay to play” platform may be intimidating.

But one thing hasn’t changed with Facebook since 2012: It’s where your customers and prospective customers are, more than anywhere else in the world.

Customer Feedback

Another way to tap into the Facebook audience is to ask them for feedback, thoughts, and recommendations.
image2.png

Consider asking your Followers about…

  • Their favorite products
  • The element of your service which is most frustrating to them
  • Names for your new product, menu item, feature, etc
  • Their demographic information

In an effort to promote the use of some of their lesser-known features, Facebook tends to reward Polls (and quizzes) in their newsfeed algorithm.

While not all of your Fans will end up seeing it, a higher proportion will than most other post types, and definitely enough for you to get some valuable insight into your customers and fanbase.

Final Thoughts

As of June, 2017, Facebook has more than 2 billion users. But it’s been a long road.

Some of us will remember back in 2005, when we had to have a university email address to create an account. I remember when ads first started appearing on the newsfeed, and when the Like button was introduced.

And I remember when I first started writing on Facebook marketing – and how magical it all seemed.

So no, Facebook isn’t the same platform it was in 2013, but it’s still a platform that’s very capable of growing your business online.

Have you used Facebook in a creative or new way in the past year or so?

Are you frustrated by something you’re seeing in Facebook marketing, or have a question about ads?

Reach out in the comment section below!

Program Your Mind To Attract What You Want

We all aspire to be, do and have great things. Yet most of us simply aren’t creating the results we want. We don’t have enough money, romance, success or joy in our lives. But what we need to understand is that greatness exists in all of us. It is simply up to us to pull it out of ourselves. We all have genius. We just need to learn how to apply it.

Decide What You Want
In order to get what you want, you must first decide what you want. Most people really foul up at this crucial first step because they simply can’t see how it’s possible to get what they want — so they don’t even let themselves want it.

Don’t sabotage yourself that way!

What scientists now know about how the brain works is that you must first decide WHAT you want, before your brain can figure out HOW to get it. Once you lock-in your desires, your mind and the universe can step in.

Are you ready to get started?

Be Willing to Dream Big Dreams
As soon as you commit to a big dream and really go after it, your subconscious creative mind will come up with big ideas to make it happen. You’ll start attracting the people, resources, and opportunities you need into your life to make your dream come true. Big dreams not only inspire you, they compel others to want to play big, too.

Set Goals That Will Stretch You
Another value in giving yourself permission to go after the big dreams is that big dreams require you to grow in order to achieve them. In fact, in the long run, that is the greatest benefit you will receive from pursuing your dreams — not so much the outer trappings of fulfilling the dream (an expensive car, impressive house, loads of money and philanthropic opportunities), but who you become in the process.

As I’ve seen many times over, the outer symbols of success, can all be easily lost. Houses burn down, companies go bankrupt, relationships end in divorce, cars get old, bodies age and fame wanes, but who you are, what you have learned and the new skills you have developed never go away. These are the true prizes of success. Motivational philosopher, Jim Rohn advises that “You should set a goal big enough that in the process of achieving it, you become someone worth becoming.”

Service to Others
Something else you’ll discover is that when your dreams include service to others — accomplishing something that contributes to others — it also accelerates the accomplishment of that goal. People want to be part of something that contributes and makes a difference.

Turn Your Dreams into Goals and Objectives
Once you are clear about what you want, you must turn each item into a measurable objective. By measurable, I mean measurable in space and time — how much and by when. For instance, if you were to tell me that you wanted more money, I might pull out a dollar and give it to you, but you would probably protest, saying “No, I meant a lot more money — like $20,000!” Well, how am I supposed to know unless you tell me? Similarly, your boss, your friends, your spouse, your brain — God, the Universe — can’t figure out what you want unless you tell them specifically what it is. What do you want — exactly — and when do you want it by?

Write Your Goals Down
Write your goals down in detail, and read your list of goals every day. This will keep your subconscious mind focused on what you want. For an even more powerful approach, close your eyes and focus on each goal and ask yourself, “What is one thing I could do today to move toward the achievement of this goal?” Write down your answers and take those actions.

To help your reticular activating system begin finding YOUR wants in unexpected places, take time now to decide what you want and start writing!

Remember, don’t hold back!