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Today, LinkedIn launched its inaugural Financial Services Summit in New York which focused on the role social media is playing in the financial services industry. The first panel brought together representatives from American Express, Citi, Fidelity Investments, Prudential Retirement and Hearsay Social to talk about using social media in financial marketing.

It was curious to see a panel on social media where only two out of six individuals on the panel have Twitter accounts. One was Clara Shih, who runs the agency Hearsay Social, and the other, Frank Eliason, SVP of Social for Citi. The panelists’ lack of Twitter accounts felt like a microcosm highlighting how most financial service organizations are behind in social media.

Not that Twitter is the be all and end all of social media, it is a communication channel for 140 million active users. Saying that, in LinkedIn’s new findings released today, financial advisors are mainly reaching out to prospective clients on LinkedIn with Twitter only used by 8% of them. Even brand identity building primarily takes place on LinkedIn over Facebook, Twitter and Google+ for those working in an advisory capacity.

Though the panelists did mention communication on all platforms, a lot of the issues they are facing aren’t about where the conversations are taking place. It’s rather that financial institutions need to put customers at the center of their decisions as well as enable their employees to do the same.

Below are a few of the key takeaways from each of the panelists. These points could be taken across any organization, especially those who have to deal with compliance issues and regulatory bodies:

Clara Shih, CEO, Hearsay Social

There are two main things that Shih highlighted about how social media is shifting the way financial services market themselves:

1) Proliferation of online identity where people freely sharing what they do, who they are, etc. is very valuable for the financial world. When people get married or have a career change, these are great triggers for financial services discussion and this is when financial advisors and institutions need to reach out to customers.

2) The online social graph (social networking) shifted us from a base founded in search. Today the way we get information is discovery based with more links coming from social media than Google now. Shih stressed that Twitter is mainly used for retail, customer service, offers and deals, Facebook is a perfect place for retail cards and insurance and LinkedIn is used most by ultra high worth individuals. It’s more than a social graph, it’s a decision graph. We need to figure out how consumers use connections and rich information to make the best choice for them and give them the facility to do it.

Most importantly, we have to find a way to enable the advisors, whatever the device they are on and wherever they are. We’ve seen this movie play before many times before. There was a time when it took convincing to get employees to get computers and email. We’ve proven what can be done with technology so once we can ensure compliance, we have to look at ROI.

Kara Segreto, CMO, Prudential Retirement

Segreto is seeing a real trend to shift to more thought leadership with the generation of enough content to completely regenerate and be one step ahead. You also need to commit as a whole institute or it won’t work. There has been a shift from spending time with sales and product to spending more time with technology and tech law and compliance. There’s also been a shift in media mix and spends and financial institutions need to have an integrated approach to the market place.

Audrey Hendley, General Manager, New Customer Acquisition, American Express

Social Media has provided a greater opportunity for deeper engagement with customers at American Express. Social media amplifies brand messaging across different customer touch points and aids with customer service, engagement and retention. It is looking to engage more with small businesses and American Express puts on Small Business Saturday once a year to engage with customers and the community. Hendley stressed that it’s important to know who you are talking to and and correlate your messaging and content to that audience. The more connected customers are to the brand, the more they will use it.

Sean Belka, SVP Fidelity Center for Applied Technology, Fidelity Investments

The goal at Fidelity Investments is to help customers achieve big goals. 20 years ago meant calls and mail, then web and email. Social media is part of the large evolution to be where the customers are. We need to look at technology and try to figure out how that will help your customers. Think – is this going to help them in their financial lives? It’s less about the channel and more about what the customers need.

People want to aggregate multiple sources when making a financial decision instead of a single source like they did in the past. How do we enable that and bring that all together in a low cost way? One of the things Fidelity brought to market in the last year, was to enable customers to deposit checks through their mobile. This way the company can be where the customers are, make it easier for them and create new opportunities.

Frank Eliason, SVP Social Media, Citi

For Citi, social media shifted the control. Now the control is more in hands of the customer and the hands of your employee. This is changing the culture at all companies and we’re forced to be more open. This openness will help build the trust that is lacking in the financial world at the moment.

The huge thing that is under discussed is how we can help facilitate conversation. How can financial institutions listen in the space and understand what is happening in all brands in the marketplace. They then need to take this information to see where they can change things internally. Also how do you build that trust and build those communities? Traditionally, financial services was about community and relationships and that is what social is. Ultimately, you have to find ways to connect the dots. It’s not about the brand, it’s about finding out more about your customers.

In the financial services world, we need to shift from the product perspective and look how customers are using it and doing it. All social spaces are different. First, you need to listen in each space and then ask customers where to communicate, what they want and then keep adapting as the platform adapts. At first everything may be cool with how a platform is used and then elements may not, so you need to adjust accordingly.

A big problem is that most financial firms push messages out and no one cares. We have to remember it’s about human dialogue. When you’re dealing with compliance, traditionally it’d take 3 days to have approval but taking three days to approve something makes for really funny Twitter conversations. To help with this, Citi has 2 social lawyers.

As for trying to stop employees from speaking online, you can’t. They are speaking there and they are connecting to other people. This is not a bad thing, we just have to start doing it in the right way. Regulators are just as confused in this space as financial services are so we need to have the conversation with them. This is important as the real world has changed since the time regulatory laws were first created in 1929. Now is the time to rethink them.

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Local Search Engine Optimisation Services

The latest trend in marketing and advertising for small business is local search engine optimisation. Many businesses are being approached by local search engine optimisation services, firms that specialize in making a business easier to locate online.

Search engine optimisation or SEO refers to efforts to make web content more likely to come up when somebody runs an online search. Local SEO refers to efforts to make businesses names or websites come up when searches are run by people in their vicinity. The assumption is that individuals running such searches are looking for businesses and services in that specific area. Optimisation services place content online that is designed specifically to be found by search engines. These businesses specialize in creating content that is likely to turn up in Google searches.

Search Engine Optimisation

The usual means of search engine optimisation is to place terms or words that search engines are likely to pick up on in content. An example of this would be to write a blog entry about a bookmakers shop in Brixton that searches for bookmakers in Brixton would pick up. Many of the services try to create directories and websites with local web content that are likely to be picked up by search engines. An example of this would be reviews of local businesses or a map of the area showing businesses.

Some sites will also try to add other kinds of content such as reviews of businesses, profiles of businesses or news articles. Those websites that feature reviews of local businesses by customers are an attempt at local SEO.

SEO Services

Quite a few firms are attempting to sell SEO to local business. Many of these firms are offering a review or directory service. It is always a good idea to put these services’ claims to a test before engaging their services. There are some ways that a business can test claims of SEO. The best is to run a search on the services’ directory or one of its customers. Type the name of a business that uses the service into Google and see if the optimisation services’ site or directory actually comes up.

Another good way to test an optimisation services claims is to ask for the click rate they can produce. The click rate is a measure of the number of customers referred to customers’ websites by their service. A legitimate optimisation service should be able to provide records of click rate to its clients. A service that can not provide these records is probably trying to cover up ineffective marketing efforts.

Other Concerns

Most business owners will have to learn about SEO because it is the future of advertising and marketing. Fewer and fewer people are relying upon traditional media such as telephone directories and newspapers for information about local businesses. More and more people are using online searches to locate services and firms in the community.

Businesses that want to succeed and remain profitable will have to engage the services of local search engine optimisation services. Firms that don’t use such services will find themselves with fewer customers and less profits.

How to use FreeSEOScorecard.com for writing SEO-Friendly, Google & Customer-Relevant Content for Your Website. http Why? So when prospective customers search on “your” keyphrase, your website is on Google’s 1st page. In this tutorial I’m going to show you how to use GoogleOptimized.com to write more relevant content. Why’s that important? Because the more relevant the content is to your visitors, the more likely Google will send a steady-stream of traffic your way. We’re going to analyze a blog post by Jack Malcom: 9 Steps to Thinking Better on Your Feet. Jump over to Tab 3, the synoptic keyword tools, and go right to the Power-ranked keywords. Using our 9-factor algorithm, GoogleOptimized.com has calculated that from Google’s perspective, Jack’s article can be summarized with just 4 keywords: Steps. Thinking. Practical. Feet. In that order. In other words, Steps takes priority over thinking, thinking has priority over practical, and so forth. Now, I can’t tell you if that’s what Jack intended, but that’s what Google thinks the article is about. In fact, since Jack’s article is already published on the web, I can prove it to you. Without leaving the page, I’ll do a Google search using these first 4 keywords. In this case, Jack’s article is ranked first. What you just witnessed is remarkable isn’t it? In seconds we analyzed a web page and correctly determined exactly how Google actually indexed the page. At this point, if you were Jack and unsatisfied with the results, you …

Tips From Search Engine Optimisation Services and PPC Experts

This article is not intended to only celebrate the wonderful world of Search Engine Optimisation Services and PPC but to get down to the core principles of the world of SEO. It’s intended also to dissect how it can be of use, and when not used properly how it can drag your company down.

This article will discuss how each of these aspects can make or break your business:

1. Keyword Relevance. Keywords can be divided into two categories- brand names and general (category) keywords. A strong brand produces good ROI. If a business is popular then repeat customers are more or less guaranteed.

Category words on the other hand can be vertical-related, offering-related, or geo-modifiers. Sometimes in an effort to lessen the competition, local businesses use long tail keywords. Long tails are narrow keywords you attach to your business. For example, instead of just having “SEO services” for a keyword, you use “SEO services in Parramatta” or “PPC in Parramatta” which would churn out less competition but then again, it would be much more targeted and conversion could be higher.

2. Conversion Rate.

Every search engine optimisation services are hired to get maximum traffic but it’s not the end of it. It’s either we want our visitors to buy from us or we could capture their email address. In business sense, it’s called ROI but in internet marketing it is known as the conversion rate. There are buying keywords and there are those that do not. It’s important to know the commercial intent when a person thinks of a keyword. Is the intent to buy a product or service or just looking for information?

3. Competitive edge

If your niche belongs to a very competitive market, having a competitive advantage is very critical for your business. Even if you get to the top search or top rankings but your price is not attractive or your offer is not that attractive and unique from your competitors, then people would rather go somewhere else. Search engine optimisation services from SEO experts can be a big help on this area.

4. Minimise Cost and Maximise High Converting Strategies

Search engine optimisation services are not all the same. It is important that one can find efficient search engine optimisation companies but not too expensive. Doing the math will definitely help you on this. Organic search could be free but you can be losing time as you climb the search results while you can be losing a lot of money when you don’t know how to manage your PPC campaign. A good understanding on organic or paid advertising is vital.

5. The Law of the Scoreboard

In whatever endeavor, immeasurable goals are hard to achieve and unmeasured achievements can be daunting. It is important that when you do your own SEO or get search engine optimisation services every milestone must be measured whether organic SEO or PPC campaigns.

Local online marketing is a combination of good common sense, business wisdom, intensive research, precise analytics and trust from search engine optimisation services help.

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Guaranteed SEO Services For Reliable Marketing Results

Have you ever considered for hiring SEO experts to get high amount of online exposure for your business? If not, then have a look at those SEO companies which offer search engine optimization services to help your website appear in top search results of all major search engines for a particular keyword search. Most of the companies claim to provide guaranteed SEO services but it is not always found out to be true. Therefore one should check the credibility of the SEO Company before opting for its SEO services. Guaranteed SEO services are basically concerned about improving the site’s search engine ranking through tried & tested optimization methods. The SEO tricks & techniques are being followed to drive more prospective customers to a site. The higher is the search engine ranking of a website, the greater is its chance of being visited by more number of customers. That’s why latest optimization techniques are being searched for & implemented to produce better marketing results.

The SEO companies with good market reputation are established players in SEO field. Their good knowledge on SEO helps them develop solid marketing strategy that will bring guaranteed SEO results for your site. Hiring for guaranteed SEO services from such SEO companies seems to be a better idea for those interested to increase their site’s business prospective much faster. The guaranteed SEO services ensure positive marketing results. A professional SEO company keeps on updating the features of its SEO services regularly so that clients can get maximum out of it. Therefore one must check for certain important factors like the portfolio, client testimonials, its previous record & customer support service of an SEO company before starting to deal with it.

Mere having an idea on the latest SEO tricks & techniques is not enough especially for companies on a mission to offer clients the benefits of guaranteed SEO. They should keep on updating their online marketing skills to help clients continue with their brand popularity in the local as well as global market. Hiring guaranteed SEO services providers is more productive as they address the client’s requirements in an effective manner. Generating guaranteed SEO results is not an easy affair & SEO companies should work on its marketing strategy & customize it to match client’s requirements better.

Some of the web solution providing companies provides web design, development, search engine marketing & optimization as a part of its guaranteed SEO services on offer. They are the one stop destinations where clients can find the ultimate support. They will handle everything from designing & development to SEO in order to boost their sites performance & help the owners generate maximum revenue through it. Other viable SEO techniques like text ad & PPC are there which can be used to deliver results much faster. These techniques have a great demand in market too.

It is more important that companies eager to provide guaranteed SEO must choose highly skilled & experienced SEO professionals as staff members. In this way they can ensure the smooth running of their client’s projects & make it attain higher search engine ranking results. However the standard & on-time delivery of guaranteed SEO services must be ensured prior to approaching it. If the quality of services is not satisfactory it won’t produce any reliable result. Therefore right company should be chosen for & it can create positive impact.

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