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Imp 2010 jcs session final 10_23_10

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Revenue Architects workshop presentation. Companion workbook is found on Revenue Architects dotcom tools download area.

Revenue Architects workshop presentation. Companion workbook is found on Revenue Architects dotcom tools download area.

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  • WelcomeMy background and perspectiveThe overall goal: Consider strategies for web presence – including both social media and website experience. Capture ideas along the way
  • How are we going to do this…
  • ROIRetentionShare of walletLifetime value of clientBuilding relationships across generationsBetter relationships (qualitative)LoyaltyTrustSatisfactionLoyalty StudiesUse an existing study?
  • More than one-half of financial services product searches in the United States begin online, according to Accenture research, and that figure is likely to increase. Indeed, customers rank the online channel as the single most important way of interacting with their banks.
  • 77%: internetworldstats.comAge: http://www.itfacts.biz/us-internet-user-profile-by-demographics/11234Income: http://www.itfacts.biz/us-internet-penetration-by-demographic-profile/10538
  • Introduce the relationship life cycle
  • ROIRetentionShare of walletLifetime value of clientBuilding relationships across generationsBetter relationships (qualitative)LoyaltyTrustSatisfaction
  • If effective web presence deepens and extends relationships and is relevant to your firm, what strategies should you consider?By exploring each stage of the relationship life-cycle, we can identify some opportunities.As we review each stage, we can also assess our current maturity levels and potential strategies.
  • Window to audience intent
  • Validate with your best clients. They can tell you why they bought from you better than anyone.Use “their language” to craft your value proposition Create content and key messages that resonates with prospects who “look” like your best clients.What types of content do you need to move clients effectively and efficiently through the cycle?Customize the content/message for different types of customers, targets, segments.
  • www.grader.com/www.ToolsWordVision.comwww.SpyFu.comwww.Compete.comwww.QuantCast.comwww.SEOMajestic.comwww.Raven-SEO-Tools.comwww.Tools.SEOBook.comwww.SEOToolSet.comwww.LinkVendor.comwww.MarketLeap.com
  • So now instead of a few sources of news we have MILLIONS of independent sources of information50 years ago, corporate image was built on what they showed us on TV, RadioNow you no longer sweep bad press under the rug, your image truly represents your actionsAgain we see the consumer gaining power through Web 2.0The conversation about your brand is taking place in the blogosphere with or without you. Are you participating?
  • COI networks as well as associations
  • Twitter has 145 million registered users. Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day. Executives from all Fortune 500 companies are LinkedIn members.People spend over 700 billion minutes per month on Facebook- over 500 millions monthly active users- 50% of active users logging in on any given day with 130 friends on average- more time on the site than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined- 60% users are more likely to recommend a brand after being a fan
  • - over 500 millions monthly active users- 50% of active users logging in on any given day with 130 friends on average- more time on the site than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined- 60% users are more likely to recommend a brand after being a fan
  • Optimize the site for major search engines and integrate 2.0 features for social sharingPosition your brand with respect to your desired target market and engage it across your web presenceEngage a creative to design a professional and engaging visual designBuild navigation, ease of use and adherence with accessibility standards into your designUse dynamic content to build credibility and ensure compliance of information offeredDeliver functionality aligned to user needs and a website foundation for content managementProvide facilities for users to transact and take action
  • Similarly, while not a Social Media Channel specifically, the Event and Webinar continue to be strong solutions for permission “inbound” marketing.Commit to a schedule of webinarsTie this in with your blog and article strategyCapture interest and NurtureGreat opportunity to coordinate with other Advocates and Relationships – Attorneys, CPAs
  • Facilitate onboarding with online formsMORE EXAMPLES/ CASES
  • Marketing database that supports personalized communications by industry, company size, role, etc. Database marketing and multi-media to get the right message to the right peoplePersonalized online experiences to nurture prospects with automated, personalized emails Progressive profies based on profiles and behavior...and advance their level of qualification based on scoring and business rules.Qualify - Define qualification thresholds...bridge the gap between marketing and sales by linking prospect data to the pipeline...and deliver the best leads in real-time so sales reps can focus on the greatest revenue potential.Measure - Access customized online reports and dashboards to gain visibility into program performance and the funnel...track program performance and ROI in real time...and gain the insight needed to make quick, informed decisions on the best media, spending allocation and more.Landing page: A page with a specific call to action that a user is driven to via email, search engine, external website or a promotional URL within the site −Has similar branding elements, navigation, and look and feel as the main site −Often features a piece of premium content and registration form Campaign / Entry Page: A page focusing on a content area, with promoting one primary piece of content with several other related / relevant pieces Microsite: A special separate set of web-pages for a specific content area used to support, enhance or supplement the main site. −Often temporary, not perpetual −Used to target new markets or to create focused content for niche audiences PURLs: A personalized page that provides a range of relevant content based on the profile information collected from the visitor (based on what browsed and downloaded before, events they've attended and what they've told us via forms, questionnaires or surveys).
  • Compliance with regulatory requirements, including those issued by FINRA and SEC, must be considered when exploring any new technology. Most regulatory requirements are put in place to protect investors and keep their confidential information secure. There are also business continuity requirements to ensure client service is not significantly interrupted during emergencies. New technologies must address these issues and allow advisors to enhance their client service while maintaining regulatory compliance.
  • More engagement/ phone times/ year/ meetings… how to extend..Bigger picture story about stages
  • Email and Newsletters are still an important channel to stay in front of your audienceExplain features - using email effectively …concepts of text vs. HTML, tracking, using text vs. HTML – we don’t always need graphical emailsConsumers to receive 9,000-plus email marketing messages annually by 2014 Email's overwhelming cost-effectiveness will continue to drive spending Faced with increased clutter, marketers must get serious about relevance - emphasize content value – quality is more important as we are inundatedConversion: Works with Permission marketing – allows your audience to connect back to you based on their preferences
  • Provide ways to “introduce a friend”
  • Web Presence – Expanding presence builds your footprint and visibility on the webWe are seeing a shift in strategy from being present in our “website” to being present across the social web. Today, I hope to convince you that an active and effective web presence is essential for deepening relationships and expanding your practice. I also want to suggest that to build an ecosystem effectively, you must be guided by an overall blueprint – we call this a Revenue Architecture.