Marketing Strategies for Summer 2022.pptx
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Chief Marketing and Experience Officer, Susan Theder, Chief Evangelist Samantha Russell and Chief Product and Technology Officer, Dave Christensen shared our best marketing ideas to kick off the summer and get an insider's view of what's new, coming soon and trending and much more!
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Marketing Strategies for Summer 2022.pptx
- 1. 1
- 2. Marketing Strategies for Summer 2022 2 May 17, 2022
- 3. Samantha Russell Chief Evangelist, FMG @SamanthaTwenty /samanthacrussell fmgsuite.com 3
- 4. Dave Christensen Chief Product & Technology Officer, FMG /prodfellow fmgsuite.com 4
- 5. Susan Theder Chief Marketing and Experience Officer, FMG @stheder /susantheder fmgsuite.com 5
- 6. 6 So much noise right now…
- 7. Talk to me! Client satisfaction increases with frequency of communication 7 % of Clients Client satisfaction based on frequency of communication with their advisor 2% 6% 24% 35% 22% 11% Source: McKinsey Global Wealth and Asset Management *Satisfaction score is synonymous of promoters (9+ out of 10) 20 44 54 72 76 84
- 8. # 1 reason clients gave for firing their PREVIOUS advisor 8 YCharts asked clients: “How frequently does your advisor contact you and how engaged do you feel?” 69% said infrequently or VERY infrequently “Would more frequent communication give you more confidence in your advisor?” 77% said YES (and this is under age 50 too!) 72% said the advisor failed to communicate. Great news! The number one reason clients fire their advisor is the simplest one to address.
- 10. Get Timely 10
- 11. Engagement with timely content is up 25% since November 11
- 12. 12
- 13. ✔
- 14. Subject Feb 2022 | Monthly Market Insights Subject April MMI | Monetary Policies and Upbeat Economic Outlooks
- 15. Big Results ▲35% 15 ▲59% Open Rate Click-Through Rate
- 16. Capitalize on improved communications with a strong digital brand 16
- 17. What Played the Greatest Role in Your Clients’ Decision to Hire You? 17 Source: https://www.advisorpedia.com/research/advisor-selection-criteria/
- 18. 18
- 19. Google Search Trends are up for “Financial Advisor Near Me” 19
- 20. — 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. Your online presence matters more than ever 20
- 21. Before 21
- 22. After 22
- 23. Before 23
- 24. After 24
- 25. FMG Tool: Calendar Embed 25 Source: https://www.dormanlegacyadvisors.com/schedule-a-meeting — Calendly — Schedule Once — Acuity — Intuit — Embed once, appears on every page
- 26. Social 26
- 27. Source: https://www.putnam.com/static/pdf/advisor/putnam-social-advisor-survey-6.pdf Putnam Investments: Social Advisor Survey 4️⃣0️⃣ - The median age of a new client that a financial advisor gets from social media is now 40 years old* ⏫ That’s up by 5 years from 2018- when the median age was 35* 27 4️⃣.9️⃣ Million Average New AUM resulting from Social Media Initiatives
- 28. Top 10 Social Media Do’s and Don’ts 28
- 29. Social Media Dos and Don’ts 29 1. Don’t start posts with “I”, “My” or “We” ➡️ instead, address the benefit to the reader 2. Don’t use passive voice (ie “check out”, “take a look” etc) ➡️ instead of “Check out my latest blog on market volatility” Try… “Does all of this market volatility leave you wondering if your portfolio is allocated well?”
- 30. 3. Don’t be too Broad - Write for a specific audience. ➡️ Instead, visualize who will read your posts. 4. NEVER share an article or link with absolutely no context as to why you are sharing it. ➡️ Instead: • Give your opinion • Share an interesting stat or fact from the piece • Post a quote from the article Remember: “What’s in it for me?” Mindset Social Media Dos and Don’ts 30
- 31. 31 5. (Almost) Always end your posts with a Question — Questions encourage comments — Comments build conversation and allow you to respond Social Media Dos and Don’ts
- 32. 6. Share Images and Infographics Images/Infographics are shared, liked and commented on 3x more than other posts ● You DON’T have to link out to your website, a blog or an article. The graphic and your commentary alone can be the post Social Media Dos and Don’ts
- 33. 33 7. Give a preview of your content — Take a stat, quote or statement from the article and use it as the “hook” — List Out Top TakeAways — DON’T just re-type what the post title is — Offer your opinion or a compelling reason why someone would want to read the article Social Media Dos and Don’ts
- 34. 8. Don’t be afraid to get personal Social Media Dos and Don’ts
- 35. — Tag reporters if you share their article, tag COIs if post is of interest, tag top clients — Tagging someone will often get them to “like” or “comment” or even “reshare” that post - but don’t overdo it 9. @Tag Others 35 Social Media Dos and Don’ts
- 36. v 36 And Don’t Forget… 10. Follow the 80/20 Rule 👇👇 For every 1 thing you post to your own feed Comment on 5 other people’s posts
- 37. It’s a lot! How we help… 37
- 38. FMG Suite Can Help — New social posts added weekly — Automated marketing + Lead gen tools — FINRA - reviewed content — 200+ BD integrations — fmgsuite.com Overwhelmed? Need Help? We Get it! 38
- 39. — News Breaks, we create content for you. _ Get notifications every time new content drops. — See at a glance what’s scheduled, pending compliance approval or sent _ Easily see gaps in your communications and fill them. Never Worry About Timely Content Again 39
- 40. — Concierge marketing service where We Take Care of Everything — A Custom Marketing plan each month — Exclusive Content by Sam and Susan only available for DIFM customers — Your own dedicated Marketing Strategist — Drive Leads, encourage Referrals and increase Client engagement — Build your brand, stay in touch with clients, and grow your business - Without Lifting a Finger Do It For Me Marketing 40
- 41. Increase Your Timely Communications: Access the exclusive Sam and Susan content for June when you sign up for our… Premium Marketing Package: ● $150 Premium Marketing Set Up ● $229 / month: Premium Marketing Special Offer for Attendees: Sign Up by May 31st 41 Modernize Your Website ● $500 off of set up for a new Premium website ● $100 off of set up for new Essential website
- 42. 42 42
Editor's Notes
- SAM Stats from https://junto.digital/blog/seo-stats/ & https://blog.twentyoverten.com/effectiveness-of-digital-marketing-for-financial-advisors-using-twenty-over-ten/
- Online customer reviews gain more weighting (6.47%) in organic local searches. What customers say in their reviews also mattered - ‘Negative Sentiment in Google Reviews’ is a negative ranking factor. Need to make sure we explain the rules in ASKING for reviews in writing - needs to be evident that you don't cherry pick, and only ask certain clients (who you know will leave a positive review) - must give link to everyone https://advisercounsel.net/2020/12/29/a-running-list-of-practical-pointers-under-the-new-marketing-rule/
- 1. Don’t start posts with “I”, “My” or “We” ➡️ instead, address the benefit to the reader. Example: Instead of “My social media tips”, say “How to write better social media posts”.
- 1. Don’t start posts with “I”, “My” or “We” ➡️ instead, address the benefit to the reader. Example: Instead of “My social media tips”, say “How to write better social media posts”.
- 1. Don’t start posts with “I”, “My” or “We” ➡️ instead, address the benefit to the reader. Example: Instead of “My social media tips”, say “How to write better social media posts”.