Content Marketing Strategy for 2013: Social Risk & Client Value
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Content Marketing Strategy for 2013: Social Risk & Client Value

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The best financial advisors have always kept their clients engaged with content marketing — from publishing newsletters to leading seminars. But more interactive, social media such as LinkedIn, ...

The best financial advisors have always kept their clients engaged with content marketing — from publishing newsletters to leading seminars. But more interactive, social media such as LinkedIn, Twitter, Facebook and publishing-oriented websites are driving new levels of competitiveness.

This webinar discussed a 5-point content marketing plan for minimizing social risk and maximizing client value at each relationship stage — from new client acquisition to client retention and growth. 2013 competitive threats such as the looming hedge fund content war likely to be unleashed by the JOBS Act will be explored for advisor marketing opportunities.

About Justin
Justin Breitfelder is a business content marketing strategist for financial and technology firms, from the Global 500 to boutique firms. Serving as an outsourced marketing director, he manages media and content on key business issues to position brands for more client interaction and long-term growth.

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Content Marketing Strategy for 2013: Social Risk & Client Value Content Marketing Strategy for 2013: Social Risk & Client Value Presentation Transcript

  • Content Marketing Strategy for 2013 Social Risk & Client Value#2013CM
  • Justin Breitfelder – @jbreitfelder §  Business content marketing strategist §  Firms from Global 500 to investment boutiques – BMO & IBM SPSS to Motorola & 20th Century Fox §  Outsourced marketing director §  17+ years of success/failure stories#2013CM
  • Social Advisors Growing 3x Faster (2010) Source: December 2010 Aite Group-Pershing report “Creating Growth: The Increasing Use of Social Media by Independent Advisors” via @RIABiz#2013CM
  • Social Advisors Growing 3x Faster (2010) …But They’re Big Marketers in General Social media driving shift to more interactive marketing “It gives advisors dialogue with their clients” Takeaway: “Get more aggressive about marketing in general” …or face growing “social risk” when competing with social advisors Source: Creating Growth: The Increasing Use of Social Media by Independent Advisors, Aite Group-Pershing report, December 2010 via @RIABiz#2013CM
  • Social Risk Rising for Many Advisors (2011) Competitive differentiation issue likely due to incorrect use Advisors must become better marketers before they can optimize social media “Advisors really need to be creating their own content; it has to be authentic” Source: Financial Advisors’ Use of Social Media 2011: The Bloom Is Off the Rose, Aite Group report, December 2011#2013CM
  • Social Asset Managers Almost Doubled §  Most managers now use social media §  Sharing valuable content and facilitating two-way advisor conversations §  Grew from 48% in 2010 to 86% in 2012Source: Kasina, Getting Results from Social Media: Leaders and BestPractices, May 2012#2013CM
  • Social Asset Managers Almost Doubled §  Most managers now use social media §  Sharing valuable content and facilitating two-way advisor conversations §  Grew from 48% in 2010 to 86% in 2012Source: Kasina, Getting Results from Social Media: Leaders and BestPractices, May 2012#2013CM
  • But Top Firms Are Social Strategically#2013CM
  • But Top Firms Are Social Strategically 2013 Classic Content Marketing Activities (1996)#2013CM
  • Content Marketing The distribution of educational content across key media to attract and retain customers Source: Wikipedia Less social risk#2013CM Source: Five Predictive Imperatives for Maximizing Customer Value, IBM 2010 10
  • 5-Point Content Marketing Strategy 1. Client growth & retention: Engage more clients across key media w/timely, competitive educational content 5. Social risk management: Monitor client relationships for competitiveness & manage operations for strategic compliance 2. Brand awareness: Own unique brand position w/big idea and content on •  Awareness •  Prospecting •  Proposal key business issues in an interactive design 3. Educational prospecting: Engage more prospective clients & generate leads with investor education program 4. Research-based proposals: Convert more prospects with research- based sales content#2013CM Source: Five Predictive Imperatives for Maximizing Customer Value, IBM 2010 11
  • 1 – Client Growth & Retention Engage more clients across key media w/timely, competitive investor education program §  Key content: Research email alerts, social network posts, research publications, educational web content, video, webinars, seminars §  Metrics: From client engagement stats (clickthroughs, unique pageviews, time viewed), net promoter scores and Source: Five Predictive Imperatives for Maximizing qualitative client feedback to Customer Value, IBM 2010 revenue growth, client profitability and retention rates Via Amabasador Referral Marketing Software infographic,#2013CM Understanding the Net Promoter Score 12
  • Client Education Content Continuum More Client Time Less Client Time Social Webinars White Market Email Seminars Newsletters Posts & & Video Papers Updates Alerts Pages Face-to-Face More informal Long-form Views on timely Weekly (blogs), Alerts keep Social networks meetings & events briefings on firm positions on investing topics, monthly, clients current can enable real- are often the best positions – live & asset classes & published on a quarterly & on firm thought time updates on way to share ideas & on demand other key more regular annual updates leadership & help investing ideas – performance investing topics basis on the market save email from from live events and key asset becoming anti- or for virtual classes social elevator pitching F2F Publishing-Focused Websites Social Alerts Source: Breitfelder GSP#2013CM
  • Case Study: Fixed Income Broker-Dealer § Opportunity §  2009 municipal bond market uncertainty §  Better client engagement and ongoing education needed §  Video + email marketing can improve clickthroughs by 3X § Solution §  Broadcast quality online video series & special on focused budget §  12-minute mini doc features firm thought leaders on how they consistently produce solid returns § Results §  Client engagement/CTRs more than 6X financial sector average §  Catalyst to launch newsletter video briefing series, webinars#2013CM
  • 2013 Alternatives Client Education Opportunity §  Almost half of Half of advisers no advisors use longer think 60/40 mix alternatives (48.3%) is best asset allocation (Natixis survey) §  But still only $550B out of $13.5T §  And only 29% of advisors have high understanding — New Advertising Rules for Hedge Funds Could Benefit Asset Managers, Kasina Blog, November 6, 2012#2013CM
  • Alternatives Content War Benefits Advisors#2013CM
  • 2 – Brand Awareness Own unique brand position w/big idea & content on key business issues in an interactive design §  Key content: Search engine results pages, social network posts/ads, landing page web content §  Metrics: From key business issue Google positions, pageviews and ad clickthroughs by client persona to cost savings •  Awareness •  Prospecting •  Proposal Social Risk: Buying process up to 70% complete by the time sales is contacted (Sirius Decisions)#2013CM Source: Five Predictive Imperatives for Maximizing Customer Value, IBM 2010 17
  • Client Acquisition – LinkedIn vs. Facebook Source: Hubspot, The 2011 State of Inbound Marketing#2013CM
  • 3 – Educational Prospecting Engage more prospective clients & generate leads w/investor education program §  Key content: Research email alerts, social network posts, research publications, webinars, seminars, landing page call to actions §  Metrics: From content engagement stats (clickthroughs, pageviews, time watched) to lead quantity, lead qualification rate & best lead generation channels •  Awareness •  Prospecting •  Proposal#2013CM Source: Five Predictive Imperatives for Maximizing Customer Value, IBM 2010 19
  • Prospect Education Content Continuum More Prospect Time Less Prospect Time Social Webinars White Market Email Seminars Newsletters Posts & & Video Papers Updates Alerts Pages Face-to-Face More informal Long-form Views on timely Weekly (blogs), Alerts keep Social networks meetings & events briefings on firm positions on investing topics, monthly, clients current can enable real- are often the best positions – live & asset classes & published on a quarterly & on firm thought time updates on way to share ideas & on demand other key more regular annual updates leadership & help investing ideas – performance investing topics basis on the market save email from from live events and key asset becoming anti- or for virtual classes social elevator pitching F2F Publishing-Focused Websites Social Alerts Lead Generation Source: Breitfelder GSP#2013CM
  • Map & Optimize Leads to Revenue Source: Salesforce.com Sales Process Map#2013CM
  • Generate & Capture More Leads Source: Salesforce.com Sales Process Map#2013CM
  • Manage & Optimize Lead Workflow Source: Salesforce.com Sales Process Map#2013CM
  • 4 – Research-Based Proposals Convert more prospects w/research-based sales content §  Key content: RFPs, proposals, pitch presentations §  Metrics: From close rate to time-to-close •  Awareness •  Prospecting •  Proposal#2013CM Source: Five Predictive Imperatives for Maximizing Customer Value, IBM 2010 24
  • Close More New Clients Faster Source: Salesforce.com Sales Process Map#2013CM
  • 5 – Social Risk Management Monitor client relationships for competitiveness & manage operations for strategic compliance §  Market Risk: Monitor client relationships for competitiveness §  Big data: The frontier of a firm’s ability to use all the data it needs to reduce risks and create better customer experiences (Forrester) §  Operational Risk: Manage operations for strategic compliance §  People & systems to manage content to revenue in client lifecycle – from Web content management to CRM#2013CM Source: Five Predictive Imperatives for Maximizing Customer Value, IBM 2010 26
  • 2013 Priority: Big Data-Driven Marketing §  zzz Source: McKinsey, Minding Your Digital Business, 2012#2013CM 27
  • Client Value Leads Big Data Usage §  zzz Source: McKinsey, Minding Your Digital Business, 2012#2013CM 28
  • Finance Well Positioned for Big Data Gains Big data: The next frontier for innovation,#2013CM competition, and productivity, 2011 29
  • Herbalife Hedge Fund Content “Big Data” Battle In epic Wall Street battle, hedge fund manager turns to AdWords §  Smart content strategy to support Pershing Square short position §  Targets customers via 2.7m monthly “Herbalife” Google searches §  Microsite w/PPTs, webcast, CNBC §  2013 may get very interesting#2013CM
  • Content War Requires New Capabilities §  Barings team tripled §  Schroders added staff §  BlackRock Investment Institute (2011) §  Ex-McKinsey dir. of knowledge §  Morgan Stanley investment journal (2011) §  PIMCO eurozone microsite (2012)#2013CM 31
  • Marketing Maturity – Next Steps? 20% more likely to Most correlated w/ drive revenue growth lackluster revenue & profitability growth & profitability Best Growth Marketing Senior Brand Practice Service Providers Champions Masters Counselors Builders Advisors§  Identify revenue §  “Master” firm- §  Help guide CEO §  Maximize §  Efficient §  Provide growth wide marketing on marketing marketing marketing marketing contributions efforts strategy effectiveness service services to by applying providers to other teams§  Broader range of §  Solid grasp of §  Lead major best practices build brands staff capabilities traditional campaigns to marketing marketing activities §  But negligible§  Use standardized fundamentals §  But rarely lead leadership role tools & processes product innovation and decision §  Authority & skills or new business§  Proactive, not rights on strategy to coordinate w/ development reactive, guidance other major §  Have severely limited§  Perceived by other functions decision rights execs, C-suite as §  But not as involved growth agenda w/strategic growth contributors & agenda setting leaders §  Less likely to rely on standardized processes & tools Source: Breitfelder GSP from Booz & Company, Growth Champions: How to drive the only marketing metric that matters, strategy + business, Summer 2006#2013CM 32
  • Q&A Questions?#2013CM
  • Thank You Justin Breitfelder §  justin@breitfeldergsp.com §  @jbreitfelder §  linkedin.com/in/breitfelder#2013CM