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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:

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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.


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