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New Marketing For Advisors

New Marketing For Advisors



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

An updated presentation for social media and web presence for financial advisors. Also part of the webcast series: http://www.revenuearchitects.com/Workshops/digital-marketing-for-financial-advisors.html



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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.