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Learn to maximize your advisor website


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Presentation for financial advisors about social media, web marketing, analytics, email marketing and other tools and techniques to increase ones web presence.

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Learn to maximize your advisor website

  1. 1. House Keeping<br />Please dial +1-416-900-1162 and enter your access code + audio pin<br />Or use your speakers/headset to prevent long distance charges<br />All attendees are on listen-only mode<br />If you have any questions, please use the ‘Questions’ window on the right end side of your screen<br />The slides for this presentation will be emailed to you by end of day today<br />
  2. 2. MAXIMIZE YOUR<br />ONLINE PRESENCE<br />Presented by<br />Loic Jeanjean – Director, Web Marketing<br /><br />
  3. 3. Advisor Websites is North America’s leading provider of websites designed specifically for financial services professionals. It works closely with advisors and financial institutions to deliver efficient; compliant and high quality products.<br />LOIC JEANJEAN<br />Director, Web Marketing<br /><br /> jjloic<br />advisorwebsites<br />
  4. 4. AGENDA<br />Customize your website<br />Market your website<br />7 best practices for email marketing<br />Use social media<br />5 tips to build trust online<br />Questions & Answers<br />
  5. 5. Quick tour of sample website<br />Website layout – allows for a professional and trustworthy look and feel<br />Products page – list all the products you can sell<br />Prominent buttons – generate call-to-action<br />Tell a friend page – generate leads and referrals<br />Contact page – map your office and provide contact information<br />Analytics – displays quarterly statistics<br />
  7. 7. Adding Content<br />Having fresh, engaging content is key for the success of your website<br />You can add text, pictures, pdfs, videos and many other type of documents on your site<br />Make sure you get authorization from your compliance department to post content<br />Remember that FINRA requires you to keep a history of all revisions<br />
  8. 8. Adding photos<br />Based on our experiences, advisors with a picture on their site have more chance to convert traffic into prospects or clients!!<br />
  9. 9. Adding links and resources<br />Will the content be valuable to your customer?<br />Is the material copyrighted?<br />Do you require 3rd party approval from the content owner?<br />Do you require approval from your compliance department?<br /> Will the content change over time?It is recommended to link directly to the original site rather then hosting forms and/or content on your site.<br />
  10. 10. Adding Google Analytics<br />Google analytics provides you with a very good idea of how your visitors are using your website, how many visitors you are getting  and ultimately you can determine whether you are generating good exposure and value from your web presence or if there is room for improvement.<br />Free to signup:<br />
  11. 11. Google Analytics DEMO<br />Unique Visitors<br /> Amount of Pages viewed<br />Top Pages viewed<br /> Time on site<br />Search term<br /> Referring sites<br />
  12. 12. Adding Google Sitemaps<br />Sitemaps provide you with a way to tell Google valuable information about your Web site.<br />Use Sitemaps to learn what Google thinks about your Web site.<br />Free to signup:<br />
  14. 14. Most Effective Marketing Techniques for Financial Advisors<br />What, in your opinion, is the most effective way to communicate with clients?<br />
  15. 15. Add your website to your emails<br />Sample call to actions include:<br />Please visit my new brand new website at<br />A referral is one of the biggest compliments a client can give me. You can now send a referral through my website at <br />Check out my latest newsletter at<br />My website contains some very useful resources, please feel free to review these resources at<br />
  16. 16. Should you blog?<br />Blogging establishes you as an expert in your field.<br />Blogging moves your site up in the search engines if you update your site regularly.<br />Blogging gives you an easy way to interact with customers and potential customers.<br />Blogging is a great way to give more value to your customers.<br />
  17. 17. Touch base with your clients<br />What to communicate:<br />Quarterly Newsletter<br />Performance and held away asset reports<br />Live Events<br />Industry News<br />New Services<br />Community News<br />Tips and Tricks<br />Surveys<br />
  19. 19. 7 best practices<br />Use personalized subject lines<br />Segment messages<br />Take care of timing<br />Use relevant content<br />Understand how spam filters work<br />Avoid sending frequent e-mails<br />Test, test and test<br />
  21. 21. Social Media IN 2011<br />The percentage of Financial Professionals with<br />a social media profile is growing:<br />
  22. 22. Social Media Effectiveness<br />Which social networking websites are you using?<br />
  23. 23. THE LINKEDIN PROFESSIONAL AT A GLANCE<br />Average Age<br />41<br />Household Income<br />$109,703<br />College Educated<br />95%<br />Decision Makers<br />50%<br />Portfolio value $250k+<br />24%<br />
  24. 24. NUMBER OF PEOPLE JOINING LINKEDIN DAILY<br />67,000+<br />NUMBER OF MEMBERS IN THE US<br />44.7million<br />NUMBER OF PEOPLE SEARCHES IN 2010<br />2+billion<br />
  25. 25. LINKEDIN DEMONSTRATION<br />Dashboard overview<br />Complete your profile<br />How to connect<br />How to prospect<br />Join groups<br />Ask for recommendations<br />
  26. 26. DASHBOARD<br />The dashboard lists all the activities in your network:<br />Status updates, Recommendations, New connections etc.<br />
  27. 27. SEO YOUR PROFILE<br />Your profile should be 100% complete. Include relevant keywords in your LinkedIn profile. Link your website, blog and list any awards/professional recognition.<br />
  28. 28. ADD SKILLS AND CERTIFICATIONS<br />List your skills, areas of expertise, and proficiencies on your profile with the Skills section. Add all the certifications, licensure and clearances you have attained.<br />
  29. 29. PEOPLE YOU MAY KNOW<br />From the dashboard you can view a small list of people that are connected to some of your contacts. Really useful if you want to find new connections quickly<br />
  30. 30. SEARCH FOR OPPORTUNITIES<br />You can use your connections list to look into their own contacts and ask to be introduced to potential leads, prospects or business partners.<br />
  31. 31. JOIN 5 GROUPS OF INTEREST<br /><ul><li> Financial planning associations, industry groups etc.
  32. 32. If your target audience is dentists, find a specific group for dentists and join this group</li></li></ul><li>CREATE A COMPANY PAGE<br /><ul><li>You can include Products, Services, Careers and Analytics</li></li></ul><li>RECOMMENDATIONS<br />US Advisors:<br />Check with your Broker/Dealer before using LinkedIn Recommendations<br />Request recommendations from 5-10 of your best clients & contacts. Feel free to provide recommendations for your top service providers<br />
  33. 33. REMEMBER<br />STATUS UPDATES<br />What you’re working on, share links …<br />INVITE CONTACTS<br />Keep adding connections on a regular basis<br />CROSS LINK<br />Link your profile to other social media sites<br />JOIN 5 GROUPS<br />3 professional groups & 2 target client groups<br />
  34. 34. 830,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY<br />2009 POPULATION OF SAN FRANCISCO<br />815,358<br />
  35. 35. Facebook for ADVISORS<br />Over 146 million USE Facebook in the US<br />48% of 18-34 year olds check Facebook right when they wake up<br />35+ demographic represents 30%+ of user base<br />Look at Facebook as a way to:<br />Connect with your clients<br />Share information<br />Join groups and give value<br />Speak to your audience directly<br />
  36. 36. WHAT TO GET OUT OF FACEBOOK<br />Boost online presence<br />Referrals<br />Increase in brand awareness<br />Appears as a transparent practitioner<br />Platform to syndicate your content to millions of potential clients<br />Develop strong relationships with clients<br />
  37. 37. Twitter for ADVISORS<br />Twitter receives over 40 million monthly visits<br />Chances are that your target market is there<br />Look at Twitter as a way to<br />Build and retain customers<br />Share information<br />Update your clients<br />Speak to your audience directly<br />Drive traffic to your website<br />
  38. 38. WHAT TO PUBLISH ON TWITTER<br />Article or blog posts<br />Other people content<br />Tips and Tricks<br />Videos<br />Photos<br />Upcoming events<br />Community news<br />Presentations<br />News and views on the market<br />
  39. 39. Slideshare for advisors<br />More than 30,000 slideshows are being uploaded each week on Here is why:<br />Online version of presentation (reduce attachments size)<br />Promote your ideas (link presentations to social networks)<br />Build online connections and be found by others<br />Link back to your website for further reading<br />Publicize your presentations<br />
  40. 40. how does that help your business?<br />50%<br />PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES<br />You need to live where they live online <br />
  41. 41. Case Study: SIMON REILLY<br />Monthly e-newsletter readership: 1,500-2,000<br /> Huge spike of traffic 1-2 days after email blast<br />On social networking sites since 2004<br /><ul><li>Invited to speak at major conferences/tradeshows
  42. 42. Interviewed by the Investment Executive
  43. 43. Published 1st book</li></li></ul><li>STAY<br />COMPLIANT<br />
  44. 44. FINRA Regulatory Notice 10-06:Guidelines for Social Networks<br />Regulation<br />Social Network and Web 2.0 Impact<br />
  45. 45. Use Actiance to stay on top of FINRA Regulations<br />
  46. 46. Use Arkovi to archive all your Social Media activities<br />If you are an RIA, you need to archive all your social media history<br />You can use ARKOVI:<br /><ul><li>Comply with FINRA and SEC regulations for record keeping of electronic communications
  47. 47. Archive blogs & other social media sites via RSS
  48. 48. Archive Facebook & LinkedIn profiles
  49. 49. Interact, search & export archives</li></ul>Advisor Websites clients receive 15 days free and 10% off<br />
  50. 50. Archiving Social Media<br />If you are an advisor in the USA, you need to archive all your social media history<br />You can use ARKOVI:<br />Comply with FINRA and SEC regulations for record keeping of electronic communications<br />Archive blogs & other social media sites via RSS<br />Archive Facebook & LinkedIn profiles<br />Interact, search & export archives <br />
  51. 51. 5 TIPS TO BUILD<br />TRUST ONLINE<br />
  53. 53. CONNECT WITH ME ON LINKEDIN<br /><br />If you enjoyed this presentation, please<br />recommend me on<br />
  54. 54. EXCLUSIVE<br />$65instead of $89<br />NO SETUP FEES. NO CONTRACTS<br />Enter Code: WEBINAR<br />Signup at<br />per month<br />Call<br />TODAY<br />1-866-500-4113<br />