The document discusses how to apply traditional sales techniques to internet tools and social media. It outlines common myths about internet sales and provides action items for small businesses to define their target audience, attract them with content, engage them in conversations, subscribe them to your materials, and convert them into revenue using blogs, social media, and following a five stage process of selling online.

1. COLD CALLING THE
INTERNET
How to Apply
Traditional Sales Techniques to Internet Tools

2. 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

3. 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

4. “The Internet is a Cold Caller’s
Best Friend”
Blogging

6. WHERE DO I GET CONTENT?
• Client questions • The weather
• CE Classes • Safety tips
• Trade magazine • Other insurance
• Community events agencies
• Charitable events • Your own experience
• Employee success • New technology
• Testimonials • Market changes
• Case studies • Industry events

7. WRITE THE WAY CONSUMERS SPEAK

8. Believe the Hype
SOCIAL MEDIA

9. “Be bold… Because everyone else
is doing everything else.”
Success

10. 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

11. WHAT SOCIAL MEDIA SHOULD I USE?
• Facebook
• LinkedIn
• Twitter
• Google+
• YouTube
• Pinterest
• Foursquare
• Yelp

12. How do we get people to buy?
FIVE STAGES OF SELLING ONLINE

13. • Define
Five Stages of Selling Online – Audience
It doesn’t matter what topic you
• Attract
choose to create content on…
– Interest
It doesn’t matter what platform you
choose to create content… • Engage
It doesn’t matter what medium to
choose to create that content in…
– Personality
It doesn’t matter how often you create • Subscribe
content…
– Relationship
…you must define your target
audience, attract them with content,
engage them in the conversation,
• Convert
subscribe them to your material and
then you convert them into REVENUE! – Value

14. “Write for Everyone and you
Write to No One”
Define

15. 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.

16. “It’s not the Voice… It’s the
Message.”
Attract

17. 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.

18. “Every blog post is a Salesperson
working 24 hours a day”
Engage

19. 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.

20. “Today you deliver value,
Tomorrow you build a
relationship.”
Subscribe

21. 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!

22. “You Have to ASK for the
Business”
Convert

23. 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.

24. 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.

25. “Creativity for creativity sake has
it’s place… But creativity with
purpose fosters success.”
Success

26. “Blogging, Social Media and the
Internet are just tools to build
relationships the same way you
always have”
Success

27. 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

28. Thank You
• Ryan Hanley
– Twitter: @RyanHanley_Com
– Web: www.RyanHanley.com
I wish you all Success in your Online Marketing!