6 ways FinServ can (& should)
Master Content Marketing
Presented by:
Phil Laboon, ClearSky SEO
Loic Jeanjean, Advisor Webs...
FREE
WHITE
PAPER
Add white paper slide

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-
...
SPEAKERS

Loic Jeanjean
Director of Sales & Marketing
Advisorwebsites.com

Welcome

Phil Laboon
President/CEO
ClearSky SEO...
CONSUMER BEHAVIOR IS CHANGING
% OF DIRECT MAIL NEVER
OPENED

% OF PEOPLE
WHO SKIP TV ADS

86
Welcome

Questions

Statistic...
GOOGLE IS THE NEW YELLOW PAGES

% OF PEOPLE WHO DO
INTERNET SEARCH

9

Welcome

Questions

Statistics

Demo

Pricing

sale...
WHAT ARE THEY LOOKING FOR ONLINE?

68
%

68%

Welcome

spend time reading content from a
brand they are interested in.
[Th...
A SIMPLE MODEL FOR SUCCESS

Traffic

Welcome

Questions

Conversion

Statistics

Demo

Measurement

Pricing

sales@advisor...
AGENDA


What is content marketing?



Targeting your ideal client



Master content marketing in 6 steps

 Articles, ...
SEARCH ENGINE TRAFFIC

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Nex...
SEARCH ENGINE OPTIMIZATION

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent...
SEARCH ENGINE OPTIMIZATION

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent...
WHAT IS CONTENT MARKETING?

Creating and distributing relevant and
valuable content to attract, acquire, and
engage a clea...
LIKE WHAT?

Infographics

Welcome

Questions

Whitepapers

Statistics

Demo

Videos

Pricing

sales@advisorwebsites.com | ...
STEP #1:

ID YOUR IDEAL CLIENT

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm...
WHO DO YOU WANT TO WORK WITH?

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
...
DEVELOP YOUR CLIENT PERSONAS

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
e...
STEP #2:

CREATE VALUABLE CONTENT

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Comm...
Jeff uses his blog to answer
frequently asked questions

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsi...
All these
companies
pay for
results

Here we see
Retirement
Jock: ranked
number 2

Welcome

Questions

Statistics

Demo

P...
CREATE AN EBOOK
Wealthy Doctor Guide: Ten
Financial Planning Strategies Every
Physician Needs to Know
A step by step guide...
WANT TO CREATE YOUR OWN CONTENT?

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commi...
Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
QUALITY

QUANTITY
Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
ste...
STEP #3:

MAKE A

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
ste...
EDITORIAL CALENDAR

Date

Topic

Friday, February 7

Saving for college

Thursday, March 13

3 tips for retiring couples

...
STEP #4:

SHARE IT

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
s...
ALLOW READERS TO SHARE IT

sales@advisorwebsites.com | 1-866-
Social sharing quick tips






Add social sharing buttons to content
Include a quick description and link
Post regul...
STEP #5:

CONVERT

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
st...
Phone number
is on every
page an easy
to find

Clear call to
action

Professional
photo, simple
clear message

Simple
intr...
STEP #6:

TRACK YOUR PERFORMANCE

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commi...
THINGS TO MEASURE ON EVERY SITE
Dec 2012

Jan 2013

3135

4455

Requests for meeting

11

20

White Paper 1

9

19

White ...
ADVISOR WEBSITES + CLEARSKY SEO
We make it easy

Welcome to the
Big Leagues!







Our clients love the platform
we sc...
Thank you!

sales@advisorwebsites.com | 1-866-
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6 Ways #FinServ Can (& Should) Master Content Marketing

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According to the Huffington Post the financial industry is leading the way in content marketing in order to generate new leads and enhance business - but many advisors are wondering what's the fuss all about.

Join us as we explain what content marketing is, how it can benefit your firm and how you can create valuable content with a real ROI.

This presentation covers:

-What content marketing is and how you can use it
-How to target your ideal client using content
-Strategies to create and share valuable content

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  • Speaker introductionSay your roleYears experience, or sites launched, or sites audited…Will be published in Financial Magazine
  • Traditional marketing doesn’t work any more, people skip tv ads. Direct mail is no longer effective. Example, I open mine over the garbage.Consumer behavior is changing – advertising is more challenging than everThere is more than 500,000 advisors in the US. So how do consumers choose a financial advisor from this large pool of candidates?“Perhaps the better question is, how do you find them?”
  • UPDATE: 91% OF AMERICANS TO RESEARCH ONLINE BEFORE MAKING A BUYING DECISIONAsk co-presenter how what percentage they think do online research?Speak to this statTell people what the poll answer wasThere’s a correlation between wealth and online research, the more you make, the more time you spend online
  • One of the tenants of good content marketing is that it’s actually worth reading. Whether that’s from simply skimming a top 10 list or an in-depth blog post, it has to be good.78% of of consumers believe that organizations providing custom content want to build good relationships. [TMG Custom Media]7 in 10 consumers prefer to learn about a company through articles, not ads. [Marketing Tech Blog]
  • Here’s a simple formula that can be applied to all site:Traffic: which is people visiting your site. Perhaps they Google your nameConversion: Once they arrive at your site it’s important to have goals identified: what do you want your visitor to doMeasurement: you should look at to see if you’re site is achieving your objectives
  • Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it. Basically, content marketing is the art of communicating with your customers and prospects without selling.Benefits of Content marketing:Expert-statusConnect & engage your target audienceCreate visibility of your brandDrive trafficGenerate leadsBuild trustClient loyaltyThought leadershipSEO
  • For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  • For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  • To really understand the buyers you’re targeting, it’s critical to take the time to construct corresponding personas, i.e., detailed profiles of those buyers made up of a combination of demographic and behavioral information. Those personas should clearly illustrate who your buyers are, which pain points they share, which factors they care about the most, and where they stand in the buying process. Doing so is often the most important step toward ensuring that the content you create will resonate with your audience. To build those personas, you need to do some research.Demographic information, including:Job title, role, and responsibilitiesDepartmentCompany sizeIndustryLocationBudgetBehavioral information, including:Motivating factorsExpectationsConcerns and pain pointsRole in the purchasing processUnderstanding of your products and servicesNeeds met to ensure a purchase
  • To really understand the buyers you’re targeting, it’s critical to take the time to construct corresponding personas, i.e., detailed profiles of those buyers made up of a combination of demographic and behavioral information. Those personas should clearly illustrate who your buyers are, which pain points they share, which factors they care about the most, and where they stand in the buying process. Doing so is often the most important step toward ensuring that the content you create will resonate with your audience. To build those personas, you need to do some research.Demographic information, including:Job title, role, and responsibilitiesDepartmentCompany sizeIndustryLocationBudgetBehavioral information, including:Motivating factorsExpectationsConcerns and pain pointsRole in the purchasing processUnderstanding of your products and servicesNeeds met to ensure a purchase
  • For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  • Blogging positions you as an expertCreates a reason for people to come back time and againInvolvement in local charities, client luncheon, special announcementsBlog is a great way to talk with prospects
  • Website that Blog receive 55% more trafficAnd 57% of marketing received a lead through blogging
  • This concept is very transferableIf for instance you were targeting retiring couples, all you need to do is change the headline, the cover of the e-bookAnd you’re set for a new marketResults:A prospective client gets a great piece of information. You’ve built a good relationship and credibility.You get a great lead emailed to you
  • We’ve created an e-book template, that everyone attending today’s webinar can get for FreeIf you know how to use PowerPoint you can update the information in this guideIt’s easy to customizeSimple useIf you want a copy just request it at the end of the presentation
  • Unique content only!Put people first.Write for your customer not for industry insiders. Be transparent. (if your not your competition is)Use the right keywords.Use keywords naturally. Optimize Title/Meta data.Simple, Concise and Creative.
  • We’ve created an e-book template, that everyone attending today’s webinar can get for FreeIf you know how to use PowerPoint you can update the information in this guideIt’s easy to customizeSimple useIf you want a copy just request it at the end of the presentation
  • For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  • For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  • For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  • Other ways to share: newsletter, email blast, blog, etc.
  • Your website is the perfect platform for converting visitors into leads. Tools we use to convert online:-CTAs-landing pages-forms-contacts
  • For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  • Traffic gives us an idea of how many people are coming to our site. It also lets us know whether we’re improving over time.In January, we did a number of webinars, and blogs, and this drove the number of visitors up.If you’re interested in getting more traffic there are some well defined strategies including:BloggingBuying ads (pay per click)Social NetworkingEmail campaigns & newsletters
  • A little about us….Customer satisfactionHelp people win online
  • 6 Ways #FinServ Can (& Should) Master Content Marketing

    1. 1. 6 ways FinServ can (& should) Master Content Marketing Presented by: Phil Laboon, ClearSky SEO Loic Jeanjean, Advisor Websites sales@advisorwebsites.com | 1-866-
    2. 2. FREE WHITE PAPER Add white paper slide Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    3. 3. SPEAKERS Loic Jeanjean Director of Sales & Marketing Advisorwebsites.com Welcome Phil Laboon President/CEO ClearSky SEO Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    4. 4. CONSUMER BEHAVIOR IS CHANGING % OF DIRECT MAIL NEVER OPENED % OF PEOPLE WHO SKIP TV ADS 86 Welcome Questions Statistics 44 Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    5. 5. GOOGLE IS THE NEW YELLOW PAGES % OF PEOPLE WHO DO INTERNET SEARCH 9 Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    6. 6. WHAT ARE THEY LOOKING FOR ONLINE? 68 % 68% Welcome spend time reading content from a brand they are interested in. [The CMA] Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    7. 7. A SIMPLE MODEL FOR SUCCESS Traffic Welcome Questions Conversion Statistics Demo Measurement Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    8. 8. AGENDA  What is content marketing?  Targeting your ideal client  Master content marketing in 6 steps  Articles, Q&A, video, podcasts, images/infographic, slide sharing  Next steps Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    9. 9. SEARCH ENGINE TRAFFIC Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    10. 10. SEARCH ENGINE OPTIMIZATION Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    11. 11. SEARCH ENGINE OPTIMIZATION Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    12. 12. WHAT IS CONTENT MARKETING? Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    13. 13. LIKE WHAT? Infographics Welcome Questions Whitepapers Statistics Demo Videos Pricing sales@advisorwebsites.com | 1-866- Slide Shows Commitm ent Next steps 06
    14. 14. STEP #1: ID YOUR IDEAL CLIENT Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    15. 15. WHO DO YOU WANT TO WORK WITH? Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    16. 16. DEVELOP YOUR CLIENT PERSONAS Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    17. 17. STEP #2: CREATE VALUABLE CONTENT Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    18. 18. Jeff uses his blog to answer frequently asked questions Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    19. 19. All these companies pay for results Here we see Retirement Jock: ranked number 2 Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    20. 20. CREATE AN EBOOK Wealthy Doctor Guide: Ten Financial Planning Strategies Every Physician Needs to Know A step by step guide for powerful financial planning • • • A step by step guide for powerful financial planning Will I outlive my Assets? Can I afford to Retire? Can I maintain My Standard Of Living? Description Welcome Wealthy Doctor Financial Planning Guide Questions Statistics Form Cover of e-book Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    21. 21. WANT TO CREATE YOUR OWN CONTENT? Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    22. 22. Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    23. 23. QUALITY QUANTITY Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    24. 24. STEP #3: MAKE A Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    25. 25. EDITORIAL CALENDAR Date Topic Friday, February 7 Saving for college Thursday, March 13 3 tips for retiring couples Tuesday, April 1 What are annuities? Wednesday, May 1 Thursday, June 19 Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    26. 26. STEP #4: SHARE IT Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    27. 27. ALLOW READERS TO SHARE IT sales@advisorwebsites.com | 1-866-
    28. 28. Social sharing quick tips      Add social sharing buttons to content Include a quick description and link Post regularly to keep readers engaged Allow and encourage friends & followers to share your content Ask for feedback sales@advisorwebsites.com | 1-866-
    29. 29. STEP #5: CONVERT Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    30. 30. Phone number is on every page an easy to find Clear call to action Professional photo, simple clear message Simple introduction to firm Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next Schedule a consultation steps
    31. 31. STEP #6: TRACK YOUR PERFORMANCE Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    32. 32. THINGS TO MEASURE ON EVERY SITE Dec 2012 Jan 2013 3135 4455 Requests for meeting 11 20 White Paper 1 9 19 White paper 2 7 32 Newsletter sign-ups 1 2 Total Leads 28 73 WEBSITE TRAFFIC PROSPECTS Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    33. 33. ADVISOR WEBSITES + CLEARSKY SEO We make it easy Welcome to the Big Leagues!    Our clients love the platform we scored 9.6/10 for customer support  We’re great and getting better: we’re always adding new features Experience working with advisors  We help you win online: you’ll be found, convert prospect into clients and see your success. Customized for the financial industry  Emphasis on your local market  Designed with your busy schedule in mind Welcome Questions Statistics Demo Pricing sales@advisorwebsites.com | 1-866- Commitm ent Next steps
    34. 34. Thank you! sales@advisorwebsites.com | 1-866-

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