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Tell Your Story Better

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Financial Advisor firms committed to a digital marketing plan and tell their story everywhere are outperforming their competition by 10 – 30%.

Financial Advisor firms committed to a digital marketing plan and tell their story everywhere are outperforming their competition by 10 – 30%.


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  • Thank you for joining us today for this best practice webcast. It’s our goal to provide you with valuable information to help you beat your competition, differentiate and grow your practice. Today’s webcast is focused on one thing…your story and how you can tell your story better.
  • Your story is more important than you think. Scholars, innovators, thought leaders agree that your story is one of your greatest assets. As John P. Kotter author of Leading Change stated, “Those in leadership positions who fail to use the power of stories risk failure for their companies and for themselves.”Think of the most successful advisors you know, those who you look up to in the industry…what do they have in common? They are great storytellers.
  • Why is your story so important? Your story explains everything….how you work, how you make decisions, how you persuade others, how you understand your place in the world. Your story is how you create your identity.
  • Right now your story is under attack. Here are just a few examples of the headlines currently attacking you in the media. (Read headlines)
  • Who’s driving these attacks? Your competition. They are spending over $1 billion a year to tell their story and they’re telling it EVERYWHERE. The result, over 30,000 people a day are signing up for a personal financial management website.People are starting to believe that they can do-it-alone, that investing is “easy,” and that advisors are only interested in charging high fees.
  • How can you compete? You continue to tell your story and you can tell it better. Let’s look at how you tell your story now.
  • Many of you are extremely successful with telling your story using traditional methods which include strategic networking, referral alliances, client events and referrals. Because you are so good telling your story here these activities generally result in new clients for your practice. On average 48% of a practices’ new clients come from traditional marketing efforts such as these.
  • If 48% come from traditional marketing, where do the other 52% of new clients come from? They come from Digital and Social Marketing methods. (Read list)
  • You can’t reach your full growth potential unless you tell the whole story. It’s time to embrace digital and social story telling too.
  • Let me ask you…are you reaching your full growth potential or 48%?
  • If you’re not telling your story everywhere you’re not alone. There are three very good reasons why advisors don’t actively market their practices outside of traditional methods. The first roadblock you face is lack of time. Here’s what your day looks like.
  • The second marketing roadblock you face is money. Implementing a marketing program can be costly, between $3,900 to $48,000 a year.
  • And the third roadblock advisors face is execution. Less than 33% of advisors have a marketing plan and only ½ of them have implemented it.
  • While there are roadblocks to overcome, the results can’t be ignored. Those firms committed to a marketing plan and who are telling their story everywhere are outperforming their competition by 10 – 30%.
  • As you begin to think about reinventing your marketing to reach your full growth potential, it’s important that you know how innovation is changing consumer behavior. The ways in which people want to learn and hear stories is evolving and evolving rapidly. Here’s what we know.
  • Video has emerged as one of the most powerful mediumsfor story telling. Here are some of the benefits of utilizing video to market your services.
  • We know that content is KING. There are two types of visitors to your website; early stage visitors and late stage visitors. Late stage visitors are already familiar with you and have either found your website by entering your URL or searching for you by name. What about the early stage visitors? How do you attract prospects looking for answers to their financial questions to find you online? Develop engaging educational content that answers their financial questions, that positions you as an expert and that differentiates your practice. When they find your content, they find you.
  • Wallflowers aren’t winning. Advisors embracing social media, particularly LinkedIn are winning. Here are some of the stats.
  • With smart phones, your story can be seen, heard, shared whenever…wherever. 85% of Americans own a cell phone with 50% of those owning a smart phone.
  • With smart phones, your story can be seen, heard, shared whenever…wherever. 85% of Americans own a cell phone with 50% of those owning a smart phone.
  • With smart phones, your story can be seen, heard, shared whenever…wherever. 85% of Americans own a cell phone with 50% of those owning a smart phone.
  • With smart phones, your story can be seen, heard, shared whenever…wherever. 85% of Americans own a cell phone with 50% of those owning a smart phone.
  • Businesses who target their messaging, achieve better results. How to Connect:Deliver more personalized messagingCommunicate an understanding of your target markets’ obstacles, goals, and needs.Demonstrate your expertise with working with clients “just like them.”
  • Businesses who target their messaging, achieve better results. How to Connect:Deliver more personalized messagingCommunicate an understanding of your target markets’ obstacles, goals, and needs.Demonstrate your expertise with working with clients “just like them.”
  • Now that you’ve learned the power of video, social media, content and targeted messaging, ask yourself are you reaching your full potential? If you have plans in place that include these elements you’re on your way.
  • If you aren’t working to improve your story telling using digital and social marketing and you want to know how, we can help. We’ve been helping advisors to tell their story better for over 12 years. We recognize the roadblocks you face to marketing your practice and we’ve developed a program to help you overcome them. Introducing Advisor Marketing.
  • Transcript

    • 1. things work wemake decisions, wepersuadeothers weunderstandour place in the world wecreateour identities.
    • 2. Strategic Networking Referral Alliances Client Events Referrals
    • 3. Website Video Email Campaigns Digital Advertizing YouTube Blogs LinkedIn, Facebook, Twitter
    • 4. 58% of senior executives would rather watch a video than read text. 100 million watch online video every day. 80% recall watching a video in the past 30 days. 50% more likely to be on the first page of Google search results if website has video.
    • 5. financial advisor|
    • 6. Affluent and educated among the highest adopters of smart phones. Are you mobile?
    • 7. Are you mobile?
    • 8. Targeted messaging results in 2-3 times more engagement.
    • 9. • Higher win ratio with more personalized messaging • More strategic growth - win the clients you want to win • Focused strategy is easier to modify and repeat Are you Targeted?
    • 10. Are You Reaching Your Full Potential?
    • 11. Here’s How.Introducing:
    • 12. -An Inventory of Innovative Media Tools -Custom Branded forYou -Communicates WhoYouAre and WhatYou Do -Targeted toSpecificAudiences -Social Media Ready -ComplianceApproved -Easy to Implement -Affordable -Created by an industry leader whoknowsyour business.
    • 13. Attract Retain Increase Scale Grow First & Last Name Title eMoney Advisor, LLC Direct: (000) 000-0000 Email:
    • 14. Sources Cummings, Jennifer Hoyt Undercover operation shows broker advice missteps 12 April. 2012 Reuters. Web. http://www.reuters.com/article/2012/04/04/us-adviser-bad-advice-idUSBRE83316M20120404 Ferri, Rick Financial Advisors Encourage Bad Behavior 30 March. 2012. Forbes. Web. http://www.forbes.com/sites/rickferri/2012/03/30/financial-advisors-encourage-bad-behavior/ Matthews, Christopher Your Financial Advisor Might Be A Lemon 29 March. 2012. Time, Business and Money. Web. http://business.time.com/2012/03/29/your-financial-adviser-might-be-a-lemon/ Weston, Liz Can you trust a financial advisor? 15 June. 2012. MSN Money. Web. http://money.msn.com/family-money/can-you-trust-a-financial-adviser-weston.aspx Bernard, Tara Siegel A Fancy Financial Advisor Title Does not Ensure High Standards 6 July. 2012. The New York Times, Your Money. Web http://www.nytimes.com/2012/07/07/your-money/beware-of-fancy-financial-adviser-titles.html Campeau, Cliff What Should Financial Advisors Spend on Practice Marketing? 16 May. 2011. Financial Advisor. Web. http://www.fa-mag.com/news/how-much-should-fas-spend-on-practice-marketing-7209.html Campeau, Cliff What Should Financial Advisors Spend on Practice Marketing? 16 May. 2011. Financial Advisor. Web. http://www.fa-mag.com/news/how-much-should-fas-spend-on-practice-marketing-7209.html Campeau, Cliff What Should Financial Advisors Spend on Practice Marketing? 16 May. 2011. Financial Advisor. Web. http://www.fa-mag.com/news/how-much-should-fas-spend-on-practice-marketing-7209.html “People make a lot of dumb investing mistakes. And they should not expect financial advisors to fix them.” “Financial Advisors Encourage Bad Behavior” “Your Financial Advisor Might be a Lemon” “Can You Trust a Financial Advisor?” “A Fancy Financial Advisor Title Does not Ensure High Standards” 48% of new clients come from existing client referrals 52% of new clients come from other marketing efforts. Depending on the scale of a firm’s efforts and the size of the market in which they compete, the annual cost for a marketing program can run between $3,900 - $48,000 per year.
    • 15. Sources Less than 1/3 of advisors have a written marketing plan, and only about ½ of those say they have implemented it. Firms utilizing a marketing development plan outperform their counterparts with annual growth rates that are 10% to 30% higher. 59% of senior executives would rather watch a video than read text. Visitors who view videos stay on a website 2 minutes longer. 100 million internet users watch online video every day. 80% of internet users recall watching a video ad on a website they visited in the past 30 days. Web page with video 50% more likely to appear on the first page of Google search results. Consumers are more likely to do business with a company that is active online. 11 November. 2012.FA Marketing. Web. http://famarketing.net/how-to-assess-if-you-need-marketing-support/ Campeau, Cliff What Should Financial Advisors Spend on Practice Marketing? 16 May. 2011. Financial Advisor. Web. http://www.fa-mag.com/news/how-much-should-fas-spend-on-practice-marketing-7209.html Follett, Andrew 18 Big Video Marketing Statistics and What They Mean for Your Business 17 July. 2012. Video Brewery. Web. http://www.videobrewery.com/blog/18-video-marketing-statistics Follett, Andrew 18 Big Video Marketing Statistics and What They Mean for Your Business 17 July. 2012. Video Brewery. Web. http://www.videobrewery.com/blog/18-video-marketing-statistics Follett, Andrew 18 Big Video Marketing Statistics and What They Mean for Your Business 17 July. 2012. Video Brewery. Web. http://www.videobrewery.com/blog/18-video-marketing-statistics Follett, Andrew 18 Big Video Marketing Statistics and What They Mean for Your Business 17 July. 2012. Video Brewery. Web. http://www.videobrewery.com/blog/18-video-marketing-statistics Matthews, Livvie 3 Benefits of Video Marketing 29 January. 2013. Simple Social Media. Web. http://www.simplesocialmedia.tv/2013/01/29/3-benefits-of-video-marketing/ JeanJean, Loic Evolution of Marketing for Financial Advisors 18 March. 2010. Advisor Websites Blog. Web. http://advisorwebsites.com/blog/marketing/evolution-of-marketing-for-financial-advisors/
    • 16. Sources 2/3 of online adults with an investment account have social network profiles. 3 in 5 financial advisors who used LinkedIn for client prospecting successfully gained new clients as a result, with nearly 1/3 of these generating $1 million or more in AUM. How consumers use smart phones/tablets: 52% watch videos 84% email 88% web browsing 72% use while traveling 56% research products 63% use while in store Highest level of smart phone adoption include financially well-off and educated. Mobile not necessarily “On the Go”: 51% Home 18% Work 22% On the Go Mobile email creates 2x as many conversions as social activities or search Targeted messages result in 2 to 3 times more engagement . Friedman, Emily and Benedict, Neil Financial Advisors’ Use of Social Media Moves from Early Adoption to Mainstream May. 2012. FTI Consulting. Web. http://www.fticonsulting.com/global2/media/collateral/united-states/financial-advisors-use-of- social-media-moves-from-early-adoption-to-mainstream.pdf Friedman, Emily and Benedict, Neil Financial Advisors’ Use of Social Media Moves from Early Adoption to Mainstream May. 2012. FTI Consulting. Web. http://www.fticonsulting.com/global2/media/collateral/united-states/financial-advisors-use-of- social-media-moves-from-early-adoption-to-mainstream.pdf Dowling, Tony Smart Phone Usage Statistics 6 March. 2013. Completely Free Marketing Advice. Web. http://completelyfreemarketingadvice.com/2013/03/06/smart-phone-usage-statistics/ Dowling, Tony Smart Phone Usage Statistics 6 March. 2013. Completely Free Marketing Advice. Web. http://completelyfreemarketingadvice.com/2013/03/06/smart-phone-usage-statistics/ Dowling, Tony Smart Phone Usage Statistics 6 March. 2013. Completely Free Marketing Advice. Web. http://completelyfreemarketingadvice.com/2013/03/06/smart-phone-usage-statistics/ Dowling, Tony Smart Phone Usage Statistics 6 March. 2013. Completely Free Marketing Advice. Web. http://completelyfreemarketingadvice.com/2013/03/06/smart-phone-usage-statistics/ Joseph, John The Benefits of Targeted Messaging 20 Feb. 2013. Digital Spin by Harland Clarke Digital. Web. http://blog.harlandclarkedigital.com/2013/02/20/the-benefits-of-targeted-messaging

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