This document summarizes the results of a survey of 189 financial advisors about how they spend their time on marketing. It finds that advisors who were most successful at generating leads and converting them to clients spent significant time on their website, blogging 2+ times per month, using email marketing, and being active on social media like LinkedIn. Specific tactics that performed well included having a calendar link on the website, segmenting email lists, engaging prospects on social media before following up by email, and creating original content. Advisors reported the highest ROI from email marketing and social media interactions. The document also shares case studies of individual advisors' marketing approaches and results.

1. A Month’s Worth of
Marketing
How the most successful advisors spend their time

2. YOUR GUIDE
Samantha Russell
Chief Marketing & Business
Development Officer,
Twenty Over Ten

3. Housekeeping
● This webinar is being recorded.
● Throughout the presentation feel free to use the chat box for
public messages and Q&A panel for private messages with any
questions.
● We’ll be launching polls throughout. Responses are anonymous
and can be answered by clicking the buttons.

4. AGENDA
What We’ll Discuss
● How other financial planning firms are spending their marketing
budgets
● What key activities they partake in
● What tools they use to help them succeed
● Time spent and manpower allotment
● The marketing ROI they’ve experienced

5. SURVEY SAYS
189 advisor
participants
142 Twenty Over
Ten Clients
47 Non-Twenty
Over Ten Clients
Twenty Over Ten Clients:
https://www.surveymonkey.com/r/9DQB9C7
Non-Twenty Over Ten Clients:
https://www.surveymonkey.com/r/TCQ9T5S

6. SURVEY SAYS
How many leads contact you through your website
per month?
0-1

7. SURVEY SAYS
On average, how qualified are those leads?
Twenty Over Ten Clients
Non Twenty Over Ten Clients

8. 1 Website

9. WEBSITE
< $350/mo
(after initial
setup)
1 Staff
10-15
hrs/month
● Blogging
● SEO optimization
● Video
Most Popular Tools:
● Calendar/scheduler (Calendly/ScheduleOnce)
● Live Chat/Chat Bot
● eMoney lead capture
● Checklist, Guide, eBook download (shorter is better)
● Blog mailing list/email subscription sign-up

10. WEBSITE
Those who receive “0” qualified leads or clients from digital
marketing efforts …
● Were almost always missing basic SEO data on their
websites
● Were most likely to have NO call to action on their
homepage (above the fold)
● No link to online calendar
● Website language was generic - not targeting any specific
person.
Key 🔑 Findings

11. WEBSITE
Those who get 6-10 or 11+ or more clients per year ...
● Have a calendar link right on website
● Website & blog were SEO-friendly
● Updated their websites at least 2x/month OR were part of network that
drives traffic (NAPFA, Garrett Planning Network, XYPN, etc.)
● Language written in problem/solution format for a specific audience
● Likely to incorporate video
● Roughly 50% include an “as seen on” section
Key 🔑 Findings

12. 2 Social Media

13. SOCIAL MEDIA
N/A 1-3 hrs/wk ● Scheduling
content
● 60/40 rule
● Buffer
● Advisor
Stream
● Hootsuite

14. SOCIAL MEDIA
● Facebook - Baby Boomers, Retirees
● LinkedIn - Business Owners, Working Professionals
● Twitter - Journalists, COIs, Media
● Youtube - Everyone
● Instagram - 50 and Under
Social Media Audiences

15. SOCIAL MEDIA
Advisors see the most success by …
● Following the 60/40 Rule
● Commenting on “stranger’s” posts - 2 and 3rd degree connections
are greatest potential leads
● Following up by email/drip campaign after certain amount of
engagement
● Sharing non-finance posts (pictures/video of team, picture/story
about kids, etc.)
● Using PERSONAL profiles to interact/engage
● Scheduling content to automate process/stay active
Key 🔑 Findings

16. SOCIAL MEDIA
Advisors see the most success by …
● Posting VIDEO!!!!! (Use captions Clips for iPhone, Autocap for
Android)
● Uploading videos natively to each platform
● Using humor. It always wins.
● Being someone that others want to interact with - be open and
give your expertise and thought leadership for free.
● Replying to every message by giving help, guidance or advice.
Always with the expectation of nothing in return.
Key 🔑 Findings

17. 3 Blogging

18. SURVEY SAYS
How often do you post blogs or other content to
your website?

19. BLOGGING
< $2,000/year 5-20 hours
per month
● Correlation between Posting at least 2x month and getting 3 or more qualified leads per month
● Original Content is always best; Customizable content second best
● Non-editable, purely canned content does little to produce leads
● Able to repurpose content in email drip campaigns, social media, video, webinars, .
● Easiest way to continually optimize your website for SEO and drive qualified leads
● Content Assist
(Twenty Over Ten)
● Marketing Pro
● Ghost Writers

20. Blogging
● Blogging/content creation was reported to take the
most amount of (on-going) time out of any digital
marketing tactics
● Advisors getting 6-10 or 11+ or more clients per year
have SEO-friendly blog posts:
○ Keywords in Title
○ Headline tags throughout
○ Optimized Meta description added
○ Seperate URL for each post
○ Mobile friendly & secure
https://blog.twentyoverten.com/5-steps-to-writing-an-seo-friendly-blog-post/
Key 🔑 Findings

21. 4 Email Marketing

22. SURVEY SAYS
Of the leads you’re getting how many convert to
clients per year?

23. EMAIL MARKETING
Free Version
or
based on #
of contacts
1 hr/week
or less (after
initial setup)
● Mailchimp
● Constant Contact
● Template setup once, then reuse
● Segment lists (Clients, Warm Leads, Cold Leads, LinkedIn
Leads, etc)
● Always link back to website/blog from emails

24. EMAIL MARKETING
● Highest engagement comes from non-finance content (think
personal updates, pictures of team/family/commentary on pop
culture, etc.)
● Initial template setup is most time intensive part
● #1 digital marketing tactic that produces the greatest
immediate ROI
● After high level of engagement on social media,
follow up by email/ add to drip campaign
● Segmenting Lists is Critical for Success (Clients, Leads, COIs)
Key 🔑 Findings

25. 5
Interviews With
Advisors:
Case Studies
in Success

26. CASE STUDY #1
W.C. Financial (Independent RIA)
The Facts The Solution The Results
● 5 Advisors, no support staff
● Audience: Local WI area,
expats/international advisory
services
● 2 websites - main website and
second website focused on
expats
● 1 blog post per week. Best
performer “Slice of Life” or
“Community Posts”
● Podcast: Hosted on Soundcloud,
Zoom Microphone, Audacity
(editing)
● 10-12 hours/week on ALL digital
marketing (done by 1 advisor)
● Calendly link on website drives
new prospect bookings
● Email: 1 per week, Mailchimp
template sent to clients (market
commentary, blogs)
● Last 2 weeks: 7 prospect
meetings, (5 qualified)
● Last Year: 2 new clients
from digital marketing
efforts

27. CASE STUDY #2
V Financial (LPL)
The Facts The Solution The Results
● 3 Advisors, 2 Admins, 1
Marketing/Office Manager
● 1 Website - no original content
● Audience: Local area in CO,
Baby Boomers, Young
Professionals
● 1 blog post per month (using
Marketing Pro Content)
● 5 hours/week on ALL digital
marketing (done by
Marketing/office manager)
● Email: 1 per week, Constant
Contact. 2 Lists (Clients and
Leads)
● Events & Webinars (1-3 per
quarter): Coffee and Questions at
● Starbucks, Client Shredding Event,
Christmas Private Movie
Screening
● 1-2 Qualified Leads Per
Month from drip
marketing (mostly leads
following up from events)
● SEO: Ranking high in
their local area

28. CASE STUDY #3
Retirement Advisor (Independent RIA)
The Facts The Solution The Results
● 1 Advisor
● 1 Website, robust blog and
landing pages (all original
content)
● Audience: Local area in IL, focus
on retirement planning,
employer retirement plans
● 2 written blog posts per month
● 4 Videos per month (3-4 mins,
using iphone 6, posted to website,
Youtube & Social)
● 10-15 hours week on all digital
marketing activities
● Social w/Highest ROI - LinkedIn:
using automated messaging,
video messages, then send
personal email with calendar link
● Boosts Facebook posts that are
already performing well
● Last 6 months: 7 New
Clients from Digital
Marketing efforts
● Calendly Link on Website
drives bookings

29. Lead Generation. Lead Qualification.
The epicenter of your digital marketing.
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Launch Brand-Centric Landing Pages
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Compliant, Secure & Archived
www.marketassist.io

30. The Wait is Almost Over ...
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31. Questions?
https://www.linkedin.com/in/samanthacrussell/
marketing@twentyoverten.com
https://twentyoverten.com/
(855) 360-1732