The Biggest Marketing Opportunity for Advisors: Strategies to Capitalize on the Growing Demand for Tax Planning
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In this webinar, Chief Evangelist of FMG, Samantha Russell and Chief Growth Officer of Holistiplan, Chris Field, to share how financial advisors are successfully incorporating tax planning into their practices, either through partnerships with CPAs or by developing the expertise in-house. They discussed: - How to market and showcase your tax planning capabilities on your website and in your marketing materials - Real-world examples of advisors who have mastered the art of effective client communication and marketing when it comes to tax planning - How to easily integrate tax planning into your client and prospect conversations
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The Biggest Marketing Opportunity for Advisors: Strategies to Capitalize on the Growing Demand for Tax Planning
- 1. Strategies to Capitalize on the Growing Demand for Tax Planning 1 +
- 2. Samantha Russell Chief Evangelist, FMG Connect with Me! @SamanthaTwenty /samanthacrussell srussell@fmgsuite.com 2 +
- 3. Chris Field Chief Growth Officer, Holistiplan Connect with Me! /christophercfield chris@holistiplan.com 3 +
- 4. 🛑 STOP asking: "What marketing tactic will work?" 🚦START asking: "What makes my business MARKETABLE in the first place?" 4
- 5. 5 ➡️ Huge gap between client expectations and services rendered 💡 Takeaways: 1️⃣ People want 1 Provider/Point of Contact for everything. 2️⃣ So much marketing opportunity for firms who offer Tax Source: https://advisorpedia.com/research/expectations- investors-and-advisors-have-differ/ +
- 6. 6 #1 for The Wealthy! Source: https://www.edelmanfinancialengines.com/wealth-in-america-2022/ +
- 9. Over 60% of Investors believe that most financial advisors make the same promises, making it hard to tell the difference between them 9 - BNY | Pershing “Advisor Value Propositions” Report
- 10. How Do You Best Communicate This In Your Marketing? 10
- 11. Before Sending Leads To Your Site, Ask: Does My Website Pass The 5 Second Test? + Source: https://tenonfinancial.com/
- 12. Show your website, count to 5, then ask: ● What was the page about? ● What do you remember seeing? ● Who would benefit from this service? ● What action to take next? You Have 5 Seconds To Make a First Impression 12 +
- 13. No one reads a website like a book. Use Images, icons and charts to communicate quickly 13 +
- 16. 16 + Visuals: A Picture is Worth 1,000 words Source: https://streamlineplanning.com/tax-reduction/
- 17. 17 + Simple Language: Write so a 9th grader can understand Source: https://streamlineplanning.com/tax-reduction/
- 18. 18 + Connect CTAs with your Unique Value Prop Source: https://streamlineplanning.com/tax-reduction/
- 19. 19 + Case Studies: Allow them to picture themselves getting their problems solved Source: https://deltawealthadvisors.com/our-clients
- 20. 20 +
- 21. 21 + Even Your Fees Page Can Help Showcase Value
- 23. 23 + Hook them FIRST, then dive into the meat of the post
- 24. 24 + ZERO CLICK CONTENT: The info is given IN THE POST. No link to click needed
- 26. 26 + Comments and replies = even more opportunity
- 27. Webinars 27
- 28. 28 + Webinars: Record once- Repurpose on youtube, website, social etc.
- 29. Send THREE emails for optimal performance. Make sure clients know they can share with friends! ● 1 week before ● 1 day before ● 1 hour before What’s the Best Way To Get Registrants? Source: https://danielwaas.com/how-to-increase-webinar-attendance-rates/ +
- 30. FMG Creates Webinar Slides & Assets For You! Source: https://fmgsuite.com/features/events
- 31. Getting a lead is not enough. Most do not NURTURE their leads. 31
- 33. 33 33 Drip Email Marketing FIRST: ● Collect prospect emails on your site THEN: ● Email them over time valuable, educational, TIMELY content that is HELPFUL ● Gets even more effective if you have a niche +
- 34. Source: https://go.ycharts.com/how-can-advisors-better-communicate-with-clients 9️⃣ out of 🔟 clients consider their advisors' communication frequency and style when deciding whether to retain their services + make referrals Yet about half (47.1%) of surveyed clients wish their advisor would contact them more frequently +
- 35. Source: https://go.ycharts.com/how-can-advisors-better-communicate-with-clients More than 1 in 5 surveyed Americans have switched advisors since 2020 This includes 28.7% of respondents w/ greater than $500,000 under an advisor’s management that made the switch +
- 36. ● Mobile App to push out breaking news ● FINRA - reviewed content ● Direct Integration with LPL for easy compliance ● New Do It For Me Program Contact Us: Marketing@fmgsuite.com Overwhelmed? Need Help? We Get it! 36
- 37. Samantha Russell Chief Evangelist, FMG Connect with Me! @SamanthaTwenty /samanthacrussell srussell@fmgsuite.com 37 Questions? +
Editor's Notes
- How do we as an industry remedy this? 🚨👉 Content Marketing 👈🚨 When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you. And psychology tells us that the more we feel like we know someone, the more likely we are to trust them. Content Marketing removes "fear of the unknown" and builds trust. What other tactic can work so well (and at scale!) in this industry?
- Those with $500K or more are twice as likely to list tax guidance as the number 1 - at 40%!
- October, 2021 example from Sequoia Finacnial - on the Biden Build Back Better Plan
- Alright, let’s start with what the five-second test is. Five second tests are a method of user research that help you measure what information users take away and what impression they get within the first five seconds of viewing a design. In this case, that design is your website. You may ask, why just five seconds? It’s long enough for a good design to communicate your primary message. Right now, there’s a growing trend for website visitors to open many sites at once, so attention to your page is reduced, which makes your design and messaging critical to getting your point across quickly. These tests help you determine if your website visitors' first impressions of your pages are on point. So just to reiterate that point, these tests apply to only the first impressions a visitor gets. These first impressions include answering the questions you see on the slide (read slide), ending with probably the most critical question your page can answer: what action can a visitor take next?
- Bob Bob Ricard sells more champagne than any UK restaurant.
- How do we as an industry remedy this? 🚨👉 Content Marketing 👈🚨 When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you. And psychology tells us that the more we feel like we know someone, the more likely we are to trust them. Content Marketing removes "fear of the unknown" and builds trust. What other tactic can work so well (and at scale!) in this industry?
- October, 2021 example from Sequoia Finacnial - on the Biden Build Back Better Plan
- 73% of investors like to receive updates from their advisor via email, + up from 66% in the 2019 survey