InKnowVision March 2012 HNW Marketing Webinar - The Power of Six

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"Power of Six"

-How Six degrees of separation attracts HNW opportunity to you.

-Six Content Ideas that will attract HNW clients.

-Six "must do" face to face meetings that will fill your HNW funnel.

-Why you only have Six months to attract your ideal HNW prospect before it is too late.

Learn more at www.inknowvision.com

Published in: Economy & Finance, Technology
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  • Run a poll- 1, I spend 10 minutes a day on LInkedIn2. I spend 10 minutes a week on LinkedIn3. I don’t have time for building relationships on LinkedIn.
  • IF you can think about this visual and start to plug in the people closest to you then your six degrees is a short distance away.
  • On January 18, 2007, Kevin Bacon launched SixDegrees.org, a web site that builds on the popularity of the "small world phenomenon" to create a charitable social network and inspire giving to charities online. Bacon started the network with celebrities who are highlighting their favorite charity and he encouraged everyone to be celebrities for their own causes by joining the Six Degrees movement.Bacon matches the charitable dollars raised by the top six non-celebrity fundraisers with grants of up to $10,000 each.What types of ideas can you create that will keep the 6 degrees in front of you all the time?
  • Now that you know how to mine for your six degrees of seperation lets talk content. Run a pollI have Published a bookWritten NewslettersConducted WebinarsCreated a BlogRecorded a VideoThere could be 3 Reasons Your Expertise May Be Killing Your Content MarketingMany of us can not create or produce enough client content. Why is this? Because you are the expert and you have little time to do so. And when you want to create it you attempt to hire someone to do so but you don’t give them the time of day. So your marketing content dies on the vine.
  • Not only can you not create content you can’t deliver it. The world is filled with so many delivery tools that it creates paralysis when it is time to pick the right ones.
  • Contrary to what you'd expect, the "people who know" in your firm- that may be just you- may not be the best sources for content. Despite being so good and so knowledgeable, experts likely lack the ability to teach what they know.And, because great content often involves explaining the unexplainable to people who aren't as knowledgeable, you as the expert could be the main obstacle that keeps you from creating a steady stream of content.An obvious solution is to have someone else write it for you. Another expert!
  • Many times I see the same people attempting to do the same thing over and over and never get a good start. So get out of your own way and quit monkeying around. Time is not on your side.
  • Content creation isn't just you telling people what you think they need to know. Content is about engaging your prospects in a dialogue. When you do this it creates the necessary emotional attachment that leads to gaining a lifelong client.
  • As an expert you know so much about your niche or subject matter like estate planning or investments that you’ve become out of touch with those who don't have your level of expertise. That dilemma is called "the curse of knowledge" in the great book Made to Stick, and it's killed many a marketing program. Your target market doesn't know as much about your niche or specialty as you do. That simple fact is the primary reason you should consider turning the job over to someone else—inside or outside of your firm. Those who are closer to the knowledge level of your prospects may be in a better position to speak with them on their terms, in their language, and in a way that engages them in a dialogue.
  • Scott and I were Kansas City last week and yes we saw a lot of basketball but we were also there for a client presentation and a new relationship with a large institution. You don’t know what you don’t’ know. There is so much to learn in the business and so much to gain from learning that every time we get the opportunity to be part of the face to face experience it raises the bar for our advisors and their clients. We learn about advisors’ strengths and weaknesses and they learn how to adapt and do things differently in order to meet the needs of a high net worth client.
  • Now, thanks to the...Internet and...web-based tools and technologies, you can create online content—blog posts, videos, webinars, and web sites—that will attract clients to you, so you won't have to chase after them. What's more, you can entice your clients and referrals sources to share that content with each other, all across the web.Every company is now a publisher, and my favorite marketing professionals Ann Handley and C.C.Chapman advise that you embrace that new reality.Your content must truly help your clients. And if it does, you will become a trusted resource for clients and referral sources. Moreover, by providing the right content at the right time, you can convince clients to take action—and, eventually, work their way through the buying/selling process and acquire your products or services.
  • Some content rules to live by Speak human. "Communicate...in simple terms, using the language of your customers.... Kill corporate-speak, buzzwords, and other language that makes you sound like a tool."
  • Share or solve, don't shill. "Good content doesn't try to sell. Rather, it creates value by positioning you as a reliable and valuable source of...information" by sharing resources with cleints or solving their problems.
  • Show, don't just tell. "Good content doesn't preach or hard-sell. Instead, it...demonstrates...how your clients use your products or services, and explains in human terms how it adds value to their lives...and meets their needs."
  • The Po!nt: Produce great content, and your clients will come to you. Produce really great content, and your clients will share and spread your message for you.
  • Done right, the content you create will position your firm not as just a service provider, but as a reliable source ofinformation. And its benefits compound, and as social media strategyconsultant Jay Baer puts is , content an informationannuity. Likewise, Marcus Sheridanof River Pools calls content “the ultimate gift that keeps ongiving.”
  • We’d like to offer two valuable suggestions from Guy Kawasaki Tip #1  “Make sure that people feel like they’re interacting with a person, even if your Google+ page represents a company.”
Tip #2 “Adopt what I call the NPR model. NPR provides great content 365 days a year. The content is so great that we tolerate the telethons and fundraisers.  The content you share on Google+ should provide value: information, analysis and assistance. Your content should be so great that you earn the right also to promote your product or service every once in a while, like 5% of the time.”
  • We use a dashboard at InKnowVision to deliver content for our advisors every week. We set a publishing schedule and it runs like clockwork. Unlike other kinds of marketing, content marketing “doesn’t have an expiration date. What you create online will be searchable indefinitely. “It generates Web traffic (via search and social media linkages) and helps remove purchase impediments every day of every month. Your potential clients have questions about your firm, your products, your services, your competitors. Creating and propagating smart, optimized content that succinctly answers those questions is the most direct line to engagement and loyalty.Yes we charge fee but we create the content, deliver it and report the results for multiple mediums. We have even created a social media policy for each of our advisor relationships.
  • You can and should deliver content in at least ix ways. Webinars, Surveys, e- book on How To Plan your estate -
  • YouTube is a must. It works for SEO and content delivery as it can be inserted into almost any platform.
  • Turn you webinars and videos into podcasts supplemented with downloaded materials. You can use Idicate to convert any audio into a written translation for edits and then create your e-book.
  • Take a four chapters and create four white papers or an e-book.
  • Share everything you publish. If you do not have the Share this icon you can go to sharethis.com and get it as well as many other share buttons.
  • There is not a whole lot of time left to get your content marketing in gear. So if you are stuck and you need help we can get you up and running in less than 30 days. If you think you can capture your first high net worth client by September then you have a lot to do and I hope you’ve taken good notes.
  • Who do you want in the room? What is your ideal referral profile? For those who were on last month’s call your homework should be complete and you should know who you are going to approach.
  • PostApril 15th there will be a flood of activity as CPAs scramble to find the resources to help an affluent client prepare for the changes in the months and year ahead. They need your help they don’t know you can help them ….yet.
  • Focus on the President not the Planned Gifts department head. The President has the ears of the top donors. You need to show them how you are going to help get larger gifts today and for tomorrow. This is not to say the planned giving department can’t tag along but avoid going there if you can first.
  • From this wheel you can get the names of everyone involved in the clients life in one way or another. That will put you well over your six face to face meetings.
  • Show the advisor how and when they will make money. And by the way the client loves the four step process.
  • InKnowVision March 2012 HNW Marketing Webinar - The Power of Six

    1. 1. MarketingWebinar©2012. InKnowVision LLC. All rights reserved. www.inknowvision.com
    2. 2. InKnowVision Marketing Webinar Upcoming Webcasts:  Case Study  April 4th  Next Technical Webinar: Captive Insurance Company Planning  April 18th  Marketing Webinar  April 25thwww.inknowvision.com
    3. 3. HIGH NET WORTHMARKETING SERIES POWER OF SIXKim Hamilton & Jessy Crawford InKnowVision, LLC
    4. 4. GOALS FOR TODAY Six degrees of separation Six content ideas Six face to face meetings Six months before its to late InKnowVision, LLC Copyright 2012
    5. 5. http://www.youtube.com/watch_popup?v=HLIyuYwbVnA&vq=medium#t=24 InKnowVision, LLC Copyright 2012
    6. 6. WikipediaSix degrees of separation refers to the idea thateveryone is on average approximately six stepsaway, by way of introduction, from any otherperson on Earth, so that a chain of, "a friend of afriend" statements can be made, on average, toconnect any two people in six steps or fewer. InKnowVision, LLC Copyright 2012
    7. 7. Source: http://en.wikipedia.org/wiki/File:Six_degrees_of_separation.svgInKnowVision, LLC Copyright 2012
    8. 8. What Others Have Done Source: www.sixdegrees.org InKnowVision, LLC Copyright 2012
    9. 9. Who Do You Know? InKnowVision, LLC Copyright 2012
    10. 10. Who Is Looking For You? InKnowVision, LLC Copyright 2012
    11. 11. Who Can You Connect To? InKnowVision, LLC Copyright 2012
    12. 12. Add People You Know and Trust InKnowVision, LLC Copyright 2012
    13. 13. IMPORT YOUR CRM ADDRESSES InKnowVision, LLC Copyright 2012
    14. 14. EASY AS 1-2-3! InKnowVision, LLC Copyright 2012
    15. 15. Don’t Ignore People You Might Know InKnowVision, LLC Copyright 2012
    16. 16. The List Gets Longer – Turn the Page InKnowVision, LLC Copyright 2012
    17. 17. Relationship Mining In Groups InKnowVision, LLC Copyright 2012
    18. 18. Members Are Gold InKnowVision, LLC Copyright 2012
    19. 19. Connections are Platinum InKnowVision, LLC Copyright 2012
    20. 20. Now What?InKnowVision, LLC Copyright 2012
    21. 21. Tools for Delivery InKnowVision, LLC Copyright 2012
    22. 22. In The “KNOW” InKnowVision, LLC Copyright 2012
    23. 23. Quit Monkeying Around! InKnowVision, LLC Copyright 2012
    24. 24. HNW Engagements Are Long InKnowVision, LLC Copyright 2012
    25. 25. Curse of Knowledge InKnowVision, LLC Copyright 2012
    26. 26. What Can I Learn? InKnowVision, LLC Copyright 2012
    27. 27. You Are Publisher InKnowVision, LLC Copyright 2012
    28. 28. CONTENT RULES TO LIVE BY InKnowVision, LLC Copyright 2012
    29. 29. PositioningInKnowVision, LLC Copyright 2012
    30. 30. HNW WORRY ABOUT CASH FLOW InKnowVision, LLC Copyright 2012
    31. 31. The PointInKnowVision, LLC Copyright 2012
    32. 32. SEND SIX WAYS InKnowVision, LLC Copyright 2012
    33. 33. 2 Tips From Guy InKnowVision, LLC Copyright 2012
    34. 34. Once a Week• Email Newsletter• Blog• Slideshare• LinkedIn• Twitter• Google Plus• Facebook – if you can InKnowVision, LLC Copyright 2012
    35. 35. SIX TYPES OF CONTENT InKnowVision, LLC Copyright 2012
    36. 36. VIDEOS GET ATTENTION InKnowVision, LLC Copyright 2012
    37. 37. Turn Into Podcasts InKnowVision, LLC Copyright 2012
    38. 38. Repurpose A Book InKnowVision, LLC Copyright 2012
    39. 39. SHARE EVERYTHING YOU PUBLISH InKnowVision, LLC Copyright 2012
    40. 40. SIX Months To Go InKnowVision, LLC Copyright 2012
    41. 41. MEETING OF SIX InKnowVision, LLC Copyright 2012
    42. 42. FOCUS ON THE TAX PREPARER InKnowVision, LLC Copyright 2012
    43. 43. PRESIDENT OF CHARITY InKnowVision, LLC Copyright 2012
    44. 44. PROUD SPONSORS - 6TH YEAR InKnowVision, LLC Copyright 2012
    45. 45. BUSINESS PLANNING CONSUTLANT InKnowVision, LLC Copyright 2012
    46. 46. ART CONSULTANTS InKnowVision, LLC Copyright 2012
    47. 47. YOUR EXISTING CLIENTS InKnowVision, LLC Copyright 2012
    48. 48. USE A PROCESS InKnowVision, LLC Copyright 2012
    49. 49. ADDED CHARITABLE RESULTS InKnowVision, LLC Copyright 2012
    50. 50. WHERE’S THE MONEY? InKnowVision, LLC Copyright 2012
    51. 51. NEXT STEPS…• START MARKETING FOR HNW IN 30 DAYS• USE A SYSTEM THAT IS ON UNTIL YOU TURN IT OFF• CONTENT IS DONE AND COMPLIANT READY• GEOGRAPHICALLY PROTECTED• DON’T THINK ABOUT ANOTHER THING ….. – Booking appointments – Nurturing leads InKnowVision, LLC Copyright 2012
    52. 52. EMAIL OR CALL US kim@ikvllc.com 630-470-6483 jessy@ikvllc.com 630-470-6491CONNECT WITH US ON InKnowVision, LLC Copyright 2012

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