In this webinar, Sean Brown, CEO and President of YCharts and Samantha Russell, Chief Evangelist of FMG Suite and Twenty Over Ten discuss 4 ways to convert more prospects into clients.

1. 4 Ways to Convert
Your Prospects
To Clients
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2. Thank you for joining!
Questions can be submitted using the chat
feature within the webinar and will be
answered during the Q&A.
Please reach out to hello@ycharts for more
information on our prospect and client
communications tools or...
Start a free trial at ycharts.com
Samantha Russell, Chief Evangelist at
FMG Suite
Sean Brown, CEO at YCharts +

3. Agenda
1. Make your clients your best referral source
2. Harness the power of email
3. Create & send timely, relevant content
4. When prospects visit your site, convert them
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4. +
When you say it,
When your client says it,
it’s marketing.
it’s social proof.

5. 1. Start with current clients - make them your best referral source
The Digital Referral Shift
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6. Consumers
SEEK OUT
reviews
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7. 7
Google My
Business listing
New SEC Ad Rule on reviews and testimonials
● Reviews have BIG impact on Local SEO
● Check with compliance before
● NEVER respond or “like” reviews until you
clear that you are allowed to engage in this
way
● Google, Yelp, Trustpilot most popular
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Start with Current Clients -
Reviews Matter
Watch our Webinar on the SEC Ad Rule with RIA Attorney Max Schatzow
https://blog.twentyoverten.com/webinar-replay-new-sec-ad-rule-5-of-the-biggest-marketin
g-opportunities-for-rias-to-grow-with-max-l-schatzow-esq/

8. 8
Google Reviews:
Your To-Do List:
● Claim your listing & complete it fully
● Run a Google Review email campaign
● Include a link in your email signature &
a CTA on your website
● Dedicated page with testimonials on
your website + link out to Google
Reviews
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More Info on Google My Business for Advisors:
https://blog.twentyoverten.com/5-ways-to-completely-optimize-your-go
ogle-my-business-listing/

9. 9
Guide to the SEC Ad Rule
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Get Yours: https://fmgsuite.com/whitepapers/5-ways-to-leverage-the-sec-advertising-rule-change/

10. Repurpose Testimonials & Reviews - Social Media
Don’t Be Shy; Share Testimonials
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11. Repurpose Testimonials & Reviews - Website
How to Add To Your Website
● You can chose to only
showcase the best reviews
on your website
● But you MUST include a
prominent link to ALL
reviews (on Google, Yelp,
etc) to be objective
● Even better if you can
include headshots/photos
More Tips on Adding Reviews & Testimonials to Your Site:
https://blog.twentyoverten.com/how-to-include-testimonial-pages-on-your-website/
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12. Make your clients your best referral source
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Produce Content Your Clients Can Easily Share With Others:

13. Majority of clients report that they do
NOT feel engaged by their advisor*
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Harness The Power of
Email To Best Engage
Your Clients

14. More Engagement = More Confidence
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Source: YCharts Dec 2019 Study

15. The Advisor-Client Communications Framework
Scheduled Ad Hoc
Broadcast
Personalized
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16. How Would You Like an Advisor to Educate You on a New Product?
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Source: 2020 Spectrem Group Research Study

17. Implement segmented nurturing to create better communication channels
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Email Newsletter
[Broadcast/ Scheduled]
Market Update
[Broadcast/Ad Hoc]
Portfolio Update
[Personalized/ Scheduled]

18. 40% open rate for emails
containing Timely Content
*Compare this to the standard
open rate of 15-25%
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19. Discover trending topics easily to quickly produce eye-catching visuals
YCharts platform:
● Earnings Calendar, Economic Calendar, Dashboard
Alerts, Email Reports
Other Resources:
● Advisor-Client Communications Survey & Framework
Social Media/Email Scheduler
& Automation
● Weekly Timely Content
Released
● Mobile App
● Schedule content in advance
(one-off & drip campaigns)
Alternative Search Practices:
● Social media accounts & tools such as Reddit, CNBC,
Investopedia, Morning Brew
○ Follow thought leaders; media or industry titans
● Take advantage of free sites such as Google Trends &
TweetDeck
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20. FMG Suite/Twenty Over Ten:
● Timely topics added daily/weekly
Google Trends
● See what people are searching for in
real time
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21. +

22. Discover trending topics easily to quickly produce eye-catching visuals
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Dashboard/Alert Monitoring
Custom, Branded Chart Output
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Timely Content added weekly. Customize or use as-is

23. 97% of Website Visitors
do NOT convert on the
first visit
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24. Once you get prospects to your site, know how to convert them
Homepage: Explicitly list out who you serve & how you solve their problems
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25. +

26. 1. Once you get prospects to your site, know how to convert them
On Homepage have 2 CTAs:
● Primary - ready to book
meeting
● Secondary - not yet
ready
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27. 1. Master the art of Primary and Secondary calls to action
● Primary
bolded, visually
grabs your eye
● Secondary
less obvious
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28. Secondary CTA must be incredibly compelling for your audience
● What would entice
someone enough to
give up their email?
● The more hyper-specific
to your niche, the more
enticing it will be
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29. 29
Every business needs a website that is optimized for local
search.
● 93% of online experiences begin with a search engine.
● Leads from search engines have a 14.6% close rate,
while outbound leads (ex. cold-calling, direct mail, etc.)
have a 1.7% close rate.
● Advisors who get 6-10 or 11+ clients per year have a
calendar link on their website.
Proof It Works
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30. Recap
Revitalize your reviews
and testimonials
Provide insightful content and
visuals for clients to share
Email marketing
is still king
Utilize leading tools to
make all of this easier
Master CTA’s to convert
visitors
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31. Q&A
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To learn more about
YCharts, start a free trial
at ycharts.com
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