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NEEDED: a good benefits package!
p.s. In Canada, our average cost per employee per year is around $1,200 (compared to $9,727 in the US) and there are no rules about having to pay for health coverage (as we have free public healthcare), but it’s necessary to attract talent!
SO many questions! 1. What’s
the standard insurance offered in my industry? 2. How much should the company pay for versus the employee? 3. Should we pay for family benefits, or have the employee pay for that? 4. What *should* the benefits cost? 5. 80%? 100%? Mental health? Life? D&D? So many different answers. So many different approaches. So much confusion! I googled everything. My assistant called around. I went back and forth to various Slack, Facebook, and LinkedIN groups...and finally...
NOit was actually a referral
after a search after another recommendation that led nowhere. ...but the content, itself, did make the choice pretty easy. welllll….
lessons learned: 1. There is
little to no content out there that helps small businesses navigate this step 2. Knowing how the “system” works is confusing 3. Figuring out industry standards is impossible (and it most likely ranges a great deal in different areas) 4. Employees want everything, but don’t understand what they’re getting 5. The first person who had any information available that made this less stressful is where I spent my money!
” “ Nilofer Merchant 11
Rules for the Social Era If the industrial era was about building things, the social era is about connecting things, people, and ideas.
RULES FOR THE SOCIAL ERA:
1. EVERYTHING is social 2. The lines between social and professional are blurred 3. The ‘consumer’ is no longer passive - they are PROsumers 4. Sharing communicates identity - people share what they want others to think they are 5. Relationships are more important than ever. Transactional interactions will be disintermediated by technology.
WHO ARE MY CUSTOMERS? HOW
DID THEY FIND ME? (OR) HOW DID I FIND THEM AND HAS THIS CHANGED? WHY DID THEY CHOOSE ME? WHAT WAS THEIR JOURNEY? HOW HAS THIS CHANGED? have you asked:
”“ The aim of marketing
is to know and understand the customer so well the product or service fits him and sells itself. Peter Drucker, Father of Management Theory
THANKS TO SOCIAL, WE HAVE
CRAZY POWERFUL DATA AT OUR FINGERTIPS: 1. Social Media Platform Analytics 2. Social Intelligence Tools 3. Social Listening
SOCIAL MEDIA PLATFORM ANALYTICS Social
media platforms offer up everything from demographics to deeper psychographics, interests, and incomes like Twitter analytics. https://analytics.twitter.com/
Facebook Audience Insights (free) In
Facebook’s business manager, you can see all sorts of interesting information about specific audiences. Search: Job Titles: Business and Finance, Corporation Location: United States of America Age: 30+ 15,000-20,000 monthly active FB Users.
SOCIAL INTELLIGENCE TOOLS Social Intelligence
tools pull data from social networks to analyze interests and affinities of audiences. You can tell a lot about people by who they explicitly follow online. (not free, but mind-blowing and make learning about your audience instantaneous)
Affinities for people who talk
about (or read about) employee benefits: People who mention the phrase “employee benefits” on Twitter, have the following affinities: ● Health ● Insurance Industry ● Finance ● Health Care ● Affordable Care Act ● Management ● Law ● Entrepreneurship ● Leadership ● World News ● Science And Technology ● California ● Basketball ● Tennis ● Sales ● Local Business
And this is what they
talk about... This is practically a roadmap for the kind of content you should be creating to attract your audience! Data pulled from the past two years across: ● News (55%) ● Twitter (38%) ● Forums (4%) ● Reddit (2%) ● Blogs (1%) 288,533 posts
You can even find the
thought leaders they follow: There are lots of tools to find out who your audience follows. We use Klear to find out who is influential for a particular segment. This is just a snapshot of the CFO influencers.
SOCIAL LISTENING There are several
free and inexpensive social listening tools that help you keep track of the ongoing conversation around #insurtech, #digitalhealth, #HealthIT, #HRtech and more. Tweetdeck (by Twitter)
LinkedIN Sales Navigator Probably one
of the most powerful tools available for social listening, LinkedIN’s Sales Navigator will tell you when people and companies you follow make any changes that may create opportunities for sales: ● Company growth ● People moving between companies + getting promotions ● Shared articles/posts ● Suggest new leads for you ● Mentions in the news ● And more!
lesson #3: Listening is the
most important function of social. You’ve never had so much insight into your audience (and lots of free tools)! If you aren’t using social, you will miss out.
1. I know you 2.
I’m looking for you 3. I’m comparing you to your competition 4. I’m buying from you 5. I’m using your product 6. I’m reviewing you THE CUSTOMER JOURNEY p.s. It is actually NOT as neat and clear as this, it just looks that way to be pretty to look at.
AWARE Customer’s state: Isn’t looking
for you, hasn’t heard of you. Lots of other things on their minds. Get in front of your future customers early, so they think of you when they need you.
SOCIAL ADS/BOOSTED CONTENT Social ads
will help raise awareness if targeted correctly to the target industry. The better your content and the more targeted your ads, the more bang you’ll get for your buck. http://seapointdig.com/impact-award/
SEARCH Customer’s state: Actively looking
and researching for a good option in your product category. It is better if you are already part of the consideration (built awareness), but there are other ways to get you in the search path.
GREAT CONTENT WILL RAISE YOUR
SEO Blog posts, YouTube videos, Tweets and other fresh content ranks very high in Google Search results. Zane Benefits is on PAGE 1 of a search for “employee benefits” because of their blog content. BLOG CONTENT!
MOST CUSTOMERS HAVE ALREADY DECIDED
BEFORE THEY CALL YOU “Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete. The challenge for marketers is to be present in these channels at all times with content that educates buyers and helps guide commercial decisions.” B2B’s Digital Revolution, Think With Google https://www.thinkwithgoogle.com/marketing-resources/b2b-digital-evolution/
SOCIAL TACTICS THAT HELP SWAY
THE CUSTOMER TO CHOOSE YOU When it comes to making a decision, it’s not just about price. If you have social content (helpful videos and posts) and lots of people talking about you positively, it will help to steer the decision in your favour.
SOCIAL THAT CAN HELP THE
ONBOARDING EXPERIENCE Helpful content can make the difference between a new customer being lost and feeling educated. One of the videos in particular generated close to $30,000 of revenue. “And it all had to do with the fact that we were answering questions that, at the time, weren’t even on the NYS [New York State] Department of Insurance’s website,” (Ryan) Hanley said. State of Content Marketing: Insurance Contently, July 1, 2015 https://contently.com/strategist/2015/07/01/state-of-content-marketing- insurance https://www.youtube.com/watch?v=gyrt84STlgE
Every time you or a
happy customer posts online, you create another opportunity to appear on your potential customer’s journey. to more strategically appear on that journey, you can *also* use social tools to find out where to be and how to do it right.
4. Social media and content
is a great tool to use to get in front of your customer along their journey. 3. You find out how to find your customers by using social first, and foremost to LISTEN. 2. EVERYTHING is social. It always has been, but it’s even more now. The Final Takeaways 1. The customer’s journey is unpredictable, so being on multiple points of that journey is important.
THANK YOU! Tara Hunt, CEO
+ Partner Truly Social Inc. http://www.trulysocial.ca http://www.youtube.com/tarahunt http://twitter.com/missrogue firstname.lastname@example.org