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How One Advisor Used Digital
Marketing to Get 90% of His
Clients
Using These 5 Best Digital Marketing Tactics
Housekeeping
● This webinar is being recorded. You will get a link to the
recording and a copy of all slides tomorrow.
● Throughout the presentation feel free to use the chat box for
public messages and Q&A panel for private messages with any
questions.
● We’ll be launching polls throughout. Responses are anonymous
and can be answered by clicking the buttons.
YOUR GUIDES
Samantha Russell
Chief Marketing & Business
Development Officer
Dan Johnson
CFP®, Forward Thinking
Wealth Management
AGENDA
Today You’ll Learn ...
● Email marketing best practices
● Key components of great blogs
● Optimizing your site for search
● Creating gated content offers
● Using social media to increase engagement and brand presence
● What technology Dan is using to accomplish his marketing goals
1 Email
Marketing
EMAIL MARKETING
Almost ⅓ of customers prefer to receive
communication from brands via email over any
other channel (including social media and print
ads).
● Segment your lists
● Send only relevant content
● Be personal
● Add value
● Measure performance
EMAIL MARKETING
EMAIL MARKETING
Dan’s Email Marketing Strategy:
List segmentation
1. Client only
2. Primary (warm leads)
3. LinkedIn (cold leads)
Targeted messaging
● Tuesday: Blog posts to primary list
● Wednesday: Market commentary to
clients only
● Thursday: Compiled content to LinkedIn
list
Mailchimp
2 Blogs
BLOGGING
Marketers who prioritize blogging are 13x
more likely to achieve a positive ROI on their
efforts.
● Write compelling titles (Question or “how to” formats)
● Create content based on what you know your users will like/be
interested in (“micro-moments”)
● Include links & other multimedia assets
● Include CTAs
Resources: https://blog.twentyoverten.com/10-best-sites-for-free-stock-photos
BLOGGING
BLOGGING
Dan’s Blogging Strategy:
● How many blog posts per week/month
● Who writes each post
● Where do you get ideas for content
● Where do you get photos
● Compliance considerations
● Vlogs
Nikon Camera & Loom
BLOGGING
3 SEO
SEO
Over 40% of revenue is captured by organic
traffic.
● Implement keywords throughout your site header tags, meta
descriptions and title tags
● Blog, blog, blog!
● Google Search Console
● Google My Business
Resources: https://blog.twentyoverten.com/one-financial-advisors-seo-journey/
SEO
⬇ Dec. 2017
Jul. 2018 ➡
SEO
Dan’s SEO Strategy (working with Twenty Over
Ten):
● Setup Google My Business (masked home address)
● Setup Google Search Console
● Included Keywords in H1, H2, H3 positions throughout site
● Guidance on Included more keywords in blog post titles
● Consistent NAP data
G Suite
4
Gated
Content &
Calls To
Action
GATED CONTENT & CALLS TO ACTION
Use your best assets to create effective
gated content to generate leads from your
website.
● Know your target audience
● Create an appealing offer
● Use compelling CTAs
● Provide valuable content
Resources: https://blog.twentyoverten.com/creating-gated-content-for-your-website/
GATED CONTENT & CALLS TO ACTION
GATED CONTENT & CALLS TO ACTION
Dan’s Website Strategy
● Baker’s Dozen Tips for Retirement sign-up
● Number people contacting Dan via website
● Calendly website integration
● Quantity vs. quality of leads
● Frequency of website updates
Twenty Over Ten
5 Social Media
SOCIAL MEDIA
More than 5 million high-net-worth people in
North America are likely to use social media
to assist with financial decision-making.
● Have a presence
● Build trust
● Be personal
● Build & execute a strategy
SOCIAL MEDIA
Dan’s Social Strategy
● General social media use
● Posting blogs vs. third party content
● Which platform is most useful
● Engagement with centers of influence
● Amount of time spent vs. ROI
Buffer # ⃣
6 Dan’s Final
Tips☝
WRAP UP
Dan’s Recommended Tech Tools
● Mailchimp
● Calendly
● Twenty Over Ten
● Video (Nikon Camera & Loom)
● CRM (Wealthbox)
● Social Media (Buffer) # ⃣
● G Suite: Slides, Search Console, Analytics, My Business
WRAP UP
Dan’s Recommendations
● Remember, people want it “Easy, Convenient & Personable”
● Focus on “micro moments”
● Be yourself
● Use the Right Tools
● Focus on who you are and what your message is FIRST, then
determine your niche
Questions?
https://www.linkedin.com/in/samanthacrussell/
marketing@twentyoverten.com
(855) 360-1732
Subscribe Today!
blog.twentyoverten.com

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How One Advisor Used Digital Marketing to Get 90% of His Clients

  • 1. How One Advisor Used Digital Marketing to Get 90% of His Clients Using These 5 Best Digital Marketing Tactics
  • 2. Housekeeping ● This webinar is being recorded. You will get a link to the recording and a copy of all slides tomorrow. ● Throughout the presentation feel free to use the chat box for public messages and Q&A panel for private messages with any questions. ● We’ll be launching polls throughout. Responses are anonymous and can be answered by clicking the buttons.
  • 3. YOUR GUIDES Samantha Russell Chief Marketing & Business Development Officer Dan Johnson CFP®, Forward Thinking Wealth Management
  • 4. AGENDA Today You’ll Learn ... ● Email marketing best practices ● Key components of great blogs ● Optimizing your site for search ● Creating gated content offers ● Using social media to increase engagement and brand presence ● What technology Dan is using to accomplish his marketing goals
  • 6. EMAIL MARKETING Almost ⅓ of customers prefer to receive communication from brands via email over any other channel (including social media and print ads). ● Segment your lists ● Send only relevant content ● Be personal ● Add value ● Measure performance
  • 8. EMAIL MARKETING Dan’s Email Marketing Strategy: List segmentation 1. Client only 2. Primary (warm leads) 3. LinkedIn (cold leads) Targeted messaging ● Tuesday: Blog posts to primary list ● Wednesday: Market commentary to clients only ● Thursday: Compiled content to LinkedIn list Mailchimp
  • 10. BLOGGING Marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts. ● Write compelling titles (Question or “how to” formats) ● Create content based on what you know your users will like/be interested in (“micro-moments”) ● Include links & other multimedia assets ● Include CTAs Resources: https://blog.twentyoverten.com/10-best-sites-for-free-stock-photos
  • 12. BLOGGING Dan’s Blogging Strategy: ● How many blog posts per week/month ● Who writes each post ● Where do you get ideas for content ● Where do you get photos ● Compliance considerations ● Vlogs Nikon Camera & Loom
  • 14. 3 SEO
  • 15. SEO Over 40% of revenue is captured by organic traffic. ● Implement keywords throughout your site header tags, meta descriptions and title tags ● Blog, blog, blog! ● Google Search Console ● Google My Business Resources: https://blog.twentyoverten.com/one-financial-advisors-seo-journey/
  • 17. SEO Dan’s SEO Strategy (working with Twenty Over Ten): ● Setup Google My Business (masked home address) ● Setup Google Search Console ● Included Keywords in H1, H2, H3 positions throughout site ● Guidance on Included more keywords in blog post titles ● Consistent NAP data G Suite
  • 19. GATED CONTENT & CALLS TO ACTION Use your best assets to create effective gated content to generate leads from your website. ● Know your target audience ● Create an appealing offer ● Use compelling CTAs ● Provide valuable content Resources: https://blog.twentyoverten.com/creating-gated-content-for-your-website/
  • 20. GATED CONTENT & CALLS TO ACTION
  • 21. GATED CONTENT & CALLS TO ACTION Dan’s Website Strategy ● Baker’s Dozen Tips for Retirement sign-up ● Number people contacting Dan via website ● Calendly website integration ● Quantity vs. quality of leads ● Frequency of website updates Twenty Over Ten
  • 23. SOCIAL MEDIA More than 5 million high-net-worth people in North America are likely to use social media to assist with financial decision-making. ● Have a presence ● Build trust ● Be personal ● Build & execute a strategy
  • 24. SOCIAL MEDIA Dan’s Social Strategy ● General social media use ● Posting blogs vs. third party content ● Which platform is most useful ● Engagement with centers of influence ● Amount of time spent vs. ROI Buffer # ⃣
  • 26. WRAP UP Dan’s Recommended Tech Tools ● Mailchimp ● Calendly ● Twenty Over Ten ● Video (Nikon Camera & Loom) ● CRM (Wealthbox) ● Social Media (Buffer) # ⃣ ● G Suite: Slides, Search Console, Analytics, My Business
  • 27. WRAP UP Dan’s Recommendations ● Remember, people want it “Easy, Convenient & Personable” ● Focus on “micro moments” ● Be yourself ● Use the Right Tools ● Focus on who you are and what your message is FIRST, then determine your niche