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Advisor's Modern Marketing Challenge

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Financial Advisors Have a Really Tough Challenge. First They Need to Ditch the Product Mentality and Create a Unique Marketing Message. Next They Need to Build a Platform That Seamlessly Integrates Modern Tools and Strategies.

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Advisor's Modern Marketing Challenge

  1. 1. Starting Promptly at Noon ESTPLEASE • have an open mind • be ready to participate Hosted By: • Todd Strobel • Kim Butler
  2. 2. Modern Marketing Challenge• Current marketing programs being sold and taught are simply NOT working. – Some NEVER worked – Some NO LONGER Work• Marketing is only effective if it connects you to the desired number of qualified and ready to purchase consumers. You must be the best possible solution to their problem and serving them is the fulfillment of your soul purpose.
  3. 3. Examples• Tripling visitors to your website considered successful campaign?• Loading your calendar with appointments that close at anything less than 33%-50%. Require you to discuss a wide range of strategies that are outside your soul purpose• Load your website with free reports and videos that do not feature you
  4. 4. Why Now Todd?• Globalization- India, China and ?? are getting into the US Financial Sales market. They are offering a lot of money for US Sales and Marketing people to train their workforces to use these techniques.• Their workforce costs 60-90% LESS than you!• Their marketing budget is 10,000 - 100,000 x larger than yours!• Do you REALLY want to play this game??
  5. 5. Why These Companies Can’t Compete With You! Current Marketing Prosperity Economics• Value is in the • Value is in the transaction relationship• Power in the product • Power is in the• Sales process creates producer doubt • Sales process creates• Celebrates conformity certainty• Advisors serve the • Celebrates diversity company • Advisors serve the client
  6. 6. “Marketing may be defined as a set ofhuman activities directed at facilitating and consummating exchanges” • Does marketing locate and serve the needs of the customer? Or • Does marketing seek to create the need in the mind of the consumer?
  7. 7. Overall Marketing Message• The consumer is perfect, whole and complete and we are here to serve their needs?• The consumer is imperfect, not enough, and incomplete and we are here to save them?• Validation Through Consumption
  8. 8. Examples:• Diet Industry• Cosmetic Surgery• Automobile Industry• Jewelry• Real Estate• Fashion/Clothing• Electronics-Computers/Cell Phones
  9. 9. Message to Advisors• You are awesome, qualified and knowledgeable and we are here to assist when needed. or• You lack knowledge, are incomplete and the only chance you have of succeeding is by buying, becoming, joining…
  10. 10. Examples• Associations• Accreditations• Affiliations• Product Training• Sales Training• Marketing Training• Done for You that features who?
  11. 11. Success today is much more aboutwho you are than what you do.The lack of confidence and focuson trying to gain approval andacceptance makes it difficult tocreate client relationships,especially with confident andwealthy investors.
  12. 12. Popular Advisor Marketing• Canned Websites – Great for compliance – Lot’s of reports, information – Generic, no personality – Built to appeal to advisor not consumer• If you get client to your site you have 30-60 seconds maximum to keep them. Overloaded on info already so not likely to convert. No emotional appeal. Do you care?
  13. 13. Popular Advisor Marketing• Prerecorded Videos – Video is popular – Information based – Who is on the video• Information overload and does not answer “do you care?”, “why?”, “how do you know I need this?”. Those who respond are attracted to person on video, and it’s NOT you.
  14. 14. Popular Advisor Marketing• SEO – Direct attempt to cheat Google system and trick your way to getting to Google clients – Saturated-Hundreds of advisors buying products/services to be page 1 Google? – Results temporary and risk Google Slap
  15. 15. Popular Advisor Marketing• Following Systems or Campaigns – How long ago did they work? – Worked for them, you are a copy? – Many Based on Psychological Reciprocity • Do people feel gratitude and indebted to advisors who feed them and/or educated them? • Do they now feel entitled?
  16. 16. Now How to Do It Right!• There is ONE area you can dominate the market. – No one in the entire world compete with you. – Keeps you motivated and inspired. – Produces amazing results for your clients. – Makes you unlimited income.• Requires you to establish yourself as the trusted authority and expert on…
  17. 17. Requires you to establish yourself as thetrusted authority and expert on… BEING YOU
  18. 18. Your Marketing• Must engage clients mind and emotions and move them toward an obvious conclusion.• Must relate your uniqueness and know how.• Must clearly state why you care?• Must clearly define who is your client and not your client.• Must take a stand – Great marketing attracts and repels
  19. 19. Step 1• What is your message? – Get specific. Do not think dollars.• Who are you called to serve?• Look at your existing client base. Which clients do your enjoy working with and energize you? – Can be more than group
  20. 20. Step 2• Your Niches – Specific campaign for each • Where are they? • What are their challenges? • How do you relate? – I recommend grouping by vertical or why they are in the same group vs. horizontal or by geographical location. – Examples: Parents with kids race stock cars, horses or other expensive hobbies.
  21. 21. Step 3• Simple Simple Website for each niche. – Keyword Optimize URL and Site. – Long tail Keyword can be great. • Ex. DoublingYourDental PracticeProfits.com – 1 short video(3 min. max.) on front page • Who you are • Why you care • Who you serve • Personal invitation to send them info to see if you are good for for each other – Link to blog if you will keep updated – MUST be Mobile Optimized
  22. 22. Step 4• Build a Funnel – Survey. Diagnosis before treatment. • Determines order of content delivery. – Videos 10-15 minute maximum • Start emotional • Tell a story • Teach a principle – Deliver daily content but break patterns(skip day 4 delivery etc.)
  23. 23. Step 4 Cont.• Can Include PDF, links to articles you published, books written etc.• Invitation for One on One Meeting starting• After week 1 you can include other peoples content as long as you curate.• Use tracking software to verify consumption.• Include time sensitive info for sense of urgency• Can close into small sale if possible
  24. 24. Step 5• Finding Prospects – Partners • Joint webinars, events – Internet Radio Show – Record everything and create library – Get Active Where They Are • Trade Shows, Events-Speaking Opps • Write Articles and Press Releases – Today Supreme Court Upheld Obama Care. How does this effect each of your niches
  25. 25. Step 6• Reach Out to Help Community – Non Profits that attract your niche – How can you serve-time, talent, money – Get a reputation for non sales pressure – Create a branded education library online for the non profit. Under their name not your company with just you as author/speaker.
  26. 26. Step 7• Consider creating product for sale – Educates buyer – Delivers best customers – Can help clients you do not want to• Paid Marketing – Needs to be really specific – You Must be listed on all search engines – Consider Mobile Marketing-Best Value
  27. 27. Other Ideas• Bundle Services with Partners• Educate and Train Best Customers to refer you – Find you speaking engagements• Simple Webinar Strategy – Anyone you do business with links to your target – Free webinar. Only pitch is access to your membership site in exchange for contact info – Membership site is recordings of all webinars – Upsell into paid relationship
  28. 28. Ideas/Questions
  29. 29. Offer for You• Sorry to say I can no longer do the free 1 hour appointments as before-I hope many of you took advantage of this offer.• Will answer up to 3 questions via email – todds@partners4prosperity.com – Can be general or specific to your office

Financial Advisors Have a Really Tough Challenge. First They Need to Ditch the Product Mentality and Create a Unique Marketing Message. Next They Need to Build a Platform That Seamlessly Integrates Modern Tools and Strategies.

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