New Marketing For Advisors


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An updated presentation for social media and web presence for financial advisors. Also part of the webcast series:

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  • Why is this important – a summary messageAwareness: Social Media allows you to extend your online presence and increase awareness (PR, Affiliates)Credibility: Within compliance constraints, you can take advantage of these newer “outposts” and engage audiences across the social webTraffic: With social media presence, your own web site will benefit from inbound links and search engine page rankingNurture: With a thoughtful plan and a consistent commitment to social media engagement, you can nurture prospects into new clients
  • As you can see, there are plenty of technology sites considered Web 2.0 or Social Media, but what does that actually mean?Web 2.0 is a move toward a more interactive and collaborative web that harnesses the power of the masses and puts information into the hands of the people. By utilizing technologies like AJAX to create more sophisticated websites and creating a more open-ended and user-generated content model, Web 2.0 has created a "social web.“New Model for Information – The way information is published and consumed is completely different in web 2.0Architecture of Participation – today it is all about “you” the reader is in control and user generated content and sharing are the normSocial Software – the advent and growth of social software – like these icons represent – are changing the landscape of our media engagementLong Tail – a key concept in the new marketing and web 2.0 arena – I will explain what we mean by the long tail and why it is important to youPresence – We are seeing a shift from a focus on your website to a focus on your web presence
  • Again – why is all this so important?So much of what we do now – our buying decisions, our wants and needs – begins with the search box.John Batelle’s book, The Search, spoke about “The Database of Intentions” – a window into human desiresThe business question is, what is behind this box? What is the result of a search about you, your business? What content is out there to reinforce the buy-sell process?
  • A lesson on searchOrganic search vs paid search. Relates to strategies around SEM and SEO/Eyeball tracking suggests that we look at the top left – this is the top of the organic search resultsOrganic is more valuableHow do you rise up in the organic results?
  • Off page vs on page search impact on visibilityExplain the differences
  • Web Presence – this is a key theme for our discussion. We are seeing a shift in strategy from being present in our website to being present across the social web. Expanding presence builds your footprint and visibility on the web
  • Your clear and compelling storyArticles/ Blog Posts “Retweet” other Content Launch Podcasts, VideosShare PhotosPresentationsYour news releaseseBooksEvent Announcements
  • From a business perspective, Web 2.0 and Social Media is no panacea… in the end, we must continue to focus on the core – building real and authentic relationships, differentiating with strong content
  • You may not think of your website as “social media” but this is the place to begin.All roads lead back to here…With web 2.0 tools and features on your site, you will facilitate the “peanut butter” – spreadable content – to be shared within the networkAlso, your website is your conversion platform and nurture platform for inbound marketing and sales – provide content, track and manage the activities that a user will have on the siteThere are new open source technologies that form the basis for a web platform. Two examples are Drupal and Joomla (among many) – Now it is easier than ever to build a powerful web presence with open source technology and
  • 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
  • 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?
  • 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
  • Joke slide… but raise the point and acknowledge that people are concerned with exposure on Facebook
  • Popular Among Women58% FemaleFastest Growing Demographic, Women 55+The fastest growing demographic is those 35 years old and older Massive Increase in 35 to 65 Demographic30% of Users Between 35 – 65There are more than 65 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users.
  • A micro blogging site that allows you to send an update to your network in 140 characters or less. Most Popular Among Working Adults62% Access Site from Work
  • Long tail
  • 10 Steps to Get Started with New Media Marketing Define your purpose.  Determine in advance why you are engaging in new media.  Is it for educational purposes or to market your business?  If you don’t have clear intentions, how can you expect to have clear results?Find your target market. Join the social networking sites which are comprised of your target niche market.  Remember that the most popular social networking sites might not be the sites where your ideal clients visit.  Go to where your potential clients are and don’t just spend time with your peers.  Craft your message. Your audience will only hear bits of pieces of your message at a time, so it is critical that you consistently and frequently broadcast a clear message about who you serve and what you offer. Don’t make your audience guess what you do, make it clear to them.Gather and create content. Content is king in new media marketing.  Demonstrate your expertise by educating your audience through blogs, articles, videos, or podcasts.  Gather or create useful content to aid you in your new media marketing efforts.Build your web presence & social media profiles. As you build out your profiles, you will be building a web presence that will give you a footprint beyond your website. This presence will increase your exposure to potential new clients. As you decide to participate in LinkedIn, Facebook, or other networking sites, it is important that you complete your profiles.  A person is likely to only visit your profile once, so make a lasting first impression. Build your network. The more people you connect with on social networking sites, the more people will see your message.  Make a conscious effort to continually build your connections on LinkedIn, Facebook and Twitter and other networks you are targeting.Promote your profiles and cross connect. Let people know you are on the various social networking sites by promoting links on your website and email signature.  This will help you organically grow your network. The more sites where you connect with someone, the stronger your relationship will become.  Where it makes sense, find and connect with contacts across multiple social media sites. Build an inbound strategy. Craft a strategy for your own website and your email/newsletter marketing programs. It is important that when potential new relationships click back to your website that they experience your brand in the right way. Ensure your website is professional and visually branded for your target audience and includes interactive web features like RSS and social bookmarking. Search engine optimization (SEO), landing page lead capture, and lead nurturing should be part of your website strategy. Communicate Persuasively. Ensure your messages are sharp and clear. Are you delivering a persuasive message? Is your logic clear and concise? Are you listening and empathetic to client needs?Actively engage. Use social networking sites and your website as a way to promote your content to your targeted market.  This helps educate your audience and keeps your name top-of-mind.  Social media is the same as any networking or marketing strategy – the more consistent you are, the better the results.  Actively participate in the various social networking sites on a weekly basis to achieve the greatest results.
  • New Marketing For Advisors

    1. 1. New Marketing for Advisors Building Your Web Presence<br />John Stone III <br />Revenue Architects<br />With..<br />Kristen Luke<br />Wealth Management Marketing<br />
    2. 2. Introductions<br />2<br />John Stone<br />Revenue Architects<br />Expert Advisor & Delivery Partner<br />Digital Marketing<br />Sales Effectiveness<br />Workshops & Education<br />Industry Speaker<br />Kristen Luke<br />Wealth Management Marketing<br />Financial Advisor Focus<br />Marketing Plan Development<br />Outsourced Marketing Services<br />A La Carte Services<br />Industry Speaker<br />
    3. 3. Updated FINRA Guidelines!<br />Record retention<br />Recommendations & rule 2310<br />Static “Advertisements” vs real-time communications<br />Correspondence<br />Third party posts<br />Supervision and training<br />3<br />
    4. 4. Why New Marketing? <br />A digital revolution….<br />Build Awareness: extend your online presence and search visibility<br />Build Relationships: extend personal relationships and use the network to make new connections<br />Enhance Credibility: your audience will assess you online – establish your profile to build confidence<br />Build Inbound Opportunity: attract people to your web site where you can nurture the relationship<br />
    5. 5. Today’s Discussion<br />New Marketing <br />Concepts and Elements<br />Tools of the Trade <br />Using Social Media<br />Establishing Presence<br />Steps you can take<br />
    6. 6. New Marketing<br />6<br />
    7. 7. What is “New” Marketing?<br />7<br />Key Concepts<br />Search<br />Long Tail<br />Architecture of Participation<br />Social Software<br />Core Elements<br />Web Presence <br />Valuable Content<br />Inbound Engagement<br />Personal Relationships<br />Aware<br />Interested<br />Considering<br />Evaluating<br />Committed<br />Client<br />Advocate<br />
    8. 8. Search<br />A window to intent…<br />
    9. 9. Organic vs Paid Search<br />Organic Search is Best<br />Free<br />More traffic<br />Smarter people<br />Longer lasting<br />Organic Results<br />75% Clicks<br />
    10. 10. Drivers of Search Visibility <br />Off Page = 75%<br />On Page = 25%<br />Mediasphere<br />Blogs<br />Directories<br />Partners<br />Press Releases<br />Answers, Forums<br />Inbound links<br />Keywords<br />Relevance <br />Page Title, Tags<br />Meta Data<br />XML Site Map<br />Site optimization<br />
    11. 11. The Long Tail<br />“Financial Planner for Verizon retiree”<br />“Financial Planner”<br />
    12. 12. Architecture of Participation<br />User Generated Content<br />Wisdom of Crowd<br />Audience control<br />
    13. 13. Social Software<br />
    14. 14. Web Presence<br />30M month<br />20M month<br />350M Users<br />20M per month<br />
    15. 15. Valuable Content<br />Art and Science of understanding what your clients want, and delivering it in a compelling way. <br />Great content is relevant, sticky and spreadable!<br /><ul><li>Relevant
    16. 16. Modular
    17. 17. Authentic
    18. 18. Entertaining
    19. 19. Sharable
    20. 20. Visible
    21. 21. Accessible
    22. 22. Stylized
    23. 23. Optimized
    24. 24. Managed</li></li></ul><li>Publish!<br />Articles<br />Blog Posts <br />Podcasts <br />Videos/Video Blogs<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />Web Events<br />
    25. 25. Inbound Engagement<br />17<br />Conversational<br />“Self-Sell”<br />Landing Pages<br />Permission Marketing<br />Nurture<br />Client Control <br />Shared Control<br />Source: Hubspot website<br />
    26. 26. Building Relationships<br />The principles remain unchanged<br />Authenticity<br />Value exchange<br />Personal interaction<br />Education<br />Conversations<br />Word of mouth<br />Referrals<br />
    27. 27. Tools of the Trade<br />19<br />
    28. 28. Your Website<br />Branding and Design<br />Authentic Content<br />Multi-media<br />Web 2.0 Features<br />Landing Pages & Conversions<br />Portfolio Access <br />Compliance<br />
    29. 29. Newsletters<br />Stay in front of your audience<br />Emphasize content value<br />Text vs. HTML<br />Permission marketing<br />Trigger links<br />
    30. 30. A web protocol<br />Subscribe to a feed and automatically receive updates<br />Search-based feeds helps content find you<br />Free<br />RSS for digital publishing and newsletters<br />SUBSCRIBE<br />Feed Readers, Aggregators, Flash, Google Desktop, iTunes, etc…<br />RSS – Really Simple Syndication<br />
    31. 31. Blogs<br />A web site of posts published in reverse-chronological order<br />Brings more dynamic content to your audience<br />Can build presence with the media<br />Increase awareness<br />
    32. 32. Impact of the Blogosphere<br />Jeff Jarvis coins phrase “Dell Hell” in his blog<br />Comments publicized by New York Times and Business Week<br />Firestorm at Dell HQ<br />Dell responds by creating Direct2Dell blog<br />
    33. 33. Videos/Vlogs<br />Videos & video blogs are often shared by embedding into websites and social networking sites<br />24/7 marketing<br />Adds credibility<br />
    34. 34. Podcasts<br />Can be accessed through PCs, MP3 players and mobile phones<br />Communicate with subscribers<br />Offer richer content<br />Appeal to a niche market<br />
    35. 35. E-Books<br />Read on personal computers, e-book devices or mobile phones<br />Range from a few pages to a full-length book<br />Multimedia experience<br />Searchable<br />Adds credibility<br />
    36. 36. Web Events<br />Build credibility<br />Collect registration data<br />Promote on social networking sites and through email marketing<br />
    37. 37. Social Networking<br />
    38. 38.
    39. 39. Facebook<br />350<br />Million Users<br />34%<br />35 years of age+<br />58%<br />Household Income $60,000+<br />55%<br />College or Post Graduate Degrees<br />Source:<br />Source:<br />
    40. 40. What does Facebook have to offer?<br />Connect with and stay top-of-mind with your network and clients<br />Create and interact in communities of people with common interests (niche market)<br />Increase brand awareness<br />Syndicate content (e.g. blogs, videos)<br />
    41. 41. Facebook Pages<br />Personal Profiles<br />Business Pages<br />Group Pages<br />
    42. 42. Twitter<br />44%<br />35 years of age+<br />Household Income $60,000+<br />52%<br />College or Post Graduate Degrees<br />55%<br />Source:<br />
    43. 43. What does Twitter have to offer?<br />Develop relationships from the comfort of your office or home<br />Interact with prospects, centers of influence and peers<br />Syndicate content<br />Increase awareness with media<br />Archive activity and track statistics (e.g. url clicks)<br />
    44. 44.
    45. 45. 37<br />
    46. 46. What Are Advisors Tweeting?<br />Practicing my Ten Simple Truths About Money talk, it's sounding pretty good. 6/11 Commonwealth Club debut coming up!<br />Working on show prep for tomorrow's "Investing for the Long Run" at noon on WMEL-1300am.Listen live at<br />June edition of My Two Cents (my video blog) now on my website -<br />Blog Tips for Financial Planners and Professionals<br />
    47. 47. LinkedIn<br />55<br />Million Users<br />75%<br />35 years of age+<br />Household Income $60,000+<br />69%<br />81%<br />College or Post Graduate Degrees<br />Source:<br />Source:<br />
    48. 48. What does LinkedIn have to offer?<br />Groups containing target market and centers of influence<br />Tools for introductions and referrals<br />Opportunities to syndicate content and drive traffic<br />Tools for prospects to find and evaluate you<br />Avenues to stay top-of-mind with your network<br />
    49. 49. LinkedIn Strategies<br />Profiles<br />Connections<br />Groups<br />
    50. 50. Establishing Presence<br />42<br />
    51. 51. How to Get Involved<br />Clarify your message – what is your governing thought?<br />Build an online presence – website and social media<br />Build your network<br />Share relevant content - “RT”<br />Publish and syndicate your original content <br />
    52. 52. Be where they are<br />The device:<br />Personal computer, mobile phone, iPod, or Kindle<br />The format:<br />Video, audio or text<br />The location: <br />Website, Twitter, Facebook, LinkedIn<br />
    53. 53. Some Keys to Success<br />Find your long tail position<br />Target demographic and message<br />Authentic. relevant content – not advertising<br />Position as subject matter expert and a resource<br />Actively participate, build relationships <br />
    54. 54. Consider Compliance<br />Review guidelines by appropriate regulators<br />Social media may be considered advertising and may require preapproval <br />Establish firm-wide policies related social media and electronic marketing<br />Use tools to archive and monitor activities (e.g. SocialWare, Smarsh & Arkovi)<br />
    55. 55. Getting Help<br />Webcast Series<br />Guide to going digital<br />Set up on social media<br />Content marketing plan<br />Website experience<br />Outcomes<br />Understand the digital landscape<br />Define your message<br />Get established on social media<br />Build relationship intelligence<br />47<br />Map out your website plan<br />Identify on-going marketing priorities<br />Launching soon!<br />
    56. 56. Thank You<br />
    57. 57. 10 Steps to Get Started<br />Define your purpose <br />Find your target market<br />Craft your message<br />Gather and create content<br />Build your web presence & social media profiles<br />Build your network<br />Promote your profiles and cross connect<br />Build an inbound strategy<br />Communicate persuasively<br />Actively engage<br />