SlideShare a Scribd company logo
6 ways FinServ can (& should)
Master Content Marketing
Presented by:
Phil Laboon, ClearSky SEO
Loic Jeanjean, Advisor Websites

sales@advisorwebsites.com | 1-866-
FREE
WHITE
PAPER
Add white paper slide

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
SPEAKERS

Loic Jeanjean
Director of Sales & Marketing
Advisorwebsites.com

Welcome

Phil Laboon
President/CEO
ClearSky SEO

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
CONSUMER BEHAVIOR IS CHANGING
% OF DIRECT MAIL NEVER
OPENED

% OF PEOPLE
WHO SKIP TV ADS

86
Welcome

Questions

Statistics

44
Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
GOOGLE IS THE NEW YELLOW PAGES

% OF PEOPLE WHO DO
INTERNET SEARCH

9

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
WHAT ARE THEY LOOKING FOR ONLINE?

68
%

68%

Welcome

spend time reading content from a
brand they are interested in.
[The CMA]

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
A SIMPLE MODEL FOR SUCCESS

Traffic

Welcome

Questions

Conversion

Statistics

Demo

Measurement

Pricing

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Commitm
ent

Next
steps
AGENDA


What is content marketing?



Targeting your ideal client



Master content marketing in 6 steps

 Articles, Q&A, video, podcasts, images/infographic, slide
sharing


Next steps

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
SEARCH ENGINE TRAFFIC

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
SEARCH ENGINE OPTIMIZATION

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
SEARCH ENGINE OPTIMIZATION

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
WHAT IS CONTENT MARKETING?

Creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of
driving profitable customer action.

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
LIKE WHAT?

Infographics

Welcome

Questions

Whitepapers

Statistics

Demo

Videos

Pricing

sales@advisorwebsites.com | 1-866-

Slide Shows

Commitm
ent

Next
steps

06
STEP #1:

ID YOUR IDEAL CLIENT

Welcome

Questions

Statistics

Demo

Pricing

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Commitm
ent

Next
steps
WHO DO YOU WANT TO WORK WITH?

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
DEVELOP YOUR CLIENT PERSONAS

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
STEP #2:

CREATE VALUABLE CONTENT

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
Jeff uses his blog to answer
frequently asked questions

Welcome

Questions

Statistics

Demo

Pricing

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Commitm
ent

Next
steps
All these
companies
pay for
results

Here we see
Retirement
Jock: ranked
number 2

Welcome

Questions

Statistics

Demo

Pricing

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Commitm
ent

Next
steps
CREATE AN EBOOK
Wealthy Doctor Guide: Ten
Financial Planning Strategies Every
Physician Needs to Know
A step by step guide for powerful financial
planning
•
•
•

A step by step guide for
powerful financial planning

Will I outlive my Assets?
Can I afford to Retire?
Can I maintain My Standard Of Living?

Description
Welcome

Wealthy Doctor
Financial
Planning Guide

Questions

Statistics

Form

Cover of e-book
Demo

Pricing

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Commitm
ent

Next
steps
WANT TO CREATE YOUR OWN CONTENT?

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
QUALITY

QUANTITY
Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
STEP #3:

MAKE A

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
EDITORIAL CALENDAR

Date

Topic

Friday, February 7

Saving for college

Thursday, March 13

3 tips for retiring couples

Tuesday, April 1

What are annuities?

Wednesday, May 1
Thursday, June 19

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
STEP #4:

SHARE IT

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
ALLOW READERS TO SHARE IT

sales@advisorwebsites.com | 1-866-
Social sharing quick tips






Add social sharing buttons to content
Include a quick description and link
Post regularly to keep readers engaged
Allow and encourage friends & followers to share your content
Ask for feedback

sales@advisorwebsites.com | 1-866-
STEP #5:

CONVERT

Welcome

Questions

Statistics

Demo

Pricing

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Commitm
ent

Next
steps
Phone number
is on every
page an easy
to find

Clear call to
action

Professional
photo, simple
clear message

Simple
introduction
to firm

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
Schedule a
consultation
steps
STEP #6:

TRACK YOUR PERFORMANCE

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
THINGS TO MEASURE ON EVERY SITE
Dec 2012

Jan 2013

3135

4455

Requests for meeting

11

20

White Paper 1

9

19

White paper 2

7

32

Newsletter sign-ups

1

2

Total Leads

28

73

WEBSITE TRAFFIC
PROSPECTS

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
ADVISOR WEBSITES + CLEARSKY SEO
We make it easy

Welcome to the
Big Leagues!







Our clients love the platform
we scored 9.6/10 for
customer support



We’re great and getting
better: we’re always adding
new features

Experience working with advisors



We help you win online:
you’ll be found, convert
prospect into clients and see
your success.

Customized for the financial
industry



Emphasis on your local market



Designed with your busy schedule
in mind

Welcome

Questions

Statistics

Demo

Pricing

sales@advisorwebsites.com | 1-866-

Commitm
ent

Next
steps
Thank you!

sales@advisorwebsites.com | 1-866-

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6 Ways #FinServ Can (& Should) Master Content Marketing

Editor's Notes

  1. Speaker introductionSay your roleYears experience, or sites launched, or sites audited…Will be published in Financial Magazine
  2. Traditional marketing doesn’t work any more, people skip tv ads. Direct mail is no longer effective. Example, I open mine over the garbage.Consumer behavior is changing – advertising is more challenging than everThere is more than 500,000 advisors in the US. So how do consumers choose a financial advisor from this large pool of candidates?“Perhaps the better question is, how do you find them?”
  3. UPDATE: 91% OF AMERICANS TO RESEARCH ONLINE BEFORE MAKING A BUYING DECISIONAsk co-presenter how what percentage they think do online research?Speak to this statTell people what the poll answer wasThere’s a correlation between wealth and online research, the more you make, the more time you spend online
  4. One of the tenants of good content marketing is that it’s actually worth reading. Whether that’s from simply skimming a top 10 list or an in-depth blog post, it has to be good.78% of of consumers believe that organizations providing custom content want to build good relationships. [TMG Custom Media]7 in 10 consumers prefer to learn about a company through articles, not ads. [Marketing Tech Blog]
  5. Here’s a simple formula that can be applied to all site:Traffic: which is people visiting your site. Perhaps they Google your nameConversion: Once they arrive at your site it’s important to have goals identified: what do you want your visitor to doMeasurement: you should look at to see if you’re site is achieving your objectives
  6. Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it. Basically, content marketing is the art of communicating with your customers and prospects without selling.Benefits of Content marketing:Expert-statusConnect & engage your target audienceCreate visibility of your brandDrive trafficGenerate leadsBuild trustClient loyaltyThought leadershipSEO
  7. For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  8. For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  9. To really understand the buyers you’re targeting, it’s critical to take the time to construct corresponding personas, i.e., detailed profiles of those buyers made up of a combination of demographic and behavioral information. Those personas should clearly illustrate who your buyers are, which pain points they share, which factors they care about the most, and where they stand in the buying process. Doing so is often the most important step toward ensuring that the content you create will resonate with your audience. To build those personas, you need to do some research.Demographic information, including:Job title, role, and responsibilitiesDepartmentCompany sizeIndustryLocationBudgetBehavioral information, including:Motivating factorsExpectationsConcerns and pain pointsRole in the purchasing processUnderstanding of your products and servicesNeeds met to ensure a purchase
  10. To really understand the buyers you’re targeting, it’s critical to take the time to construct corresponding personas, i.e., detailed profiles of those buyers made up of a combination of demographic and behavioral information. Those personas should clearly illustrate who your buyers are, which pain points they share, which factors they care about the most, and where they stand in the buying process. Doing so is often the most important step toward ensuring that the content you create will resonate with your audience. To build those personas, you need to do some research.Demographic information, including:Job title, role, and responsibilitiesDepartmentCompany sizeIndustryLocationBudgetBehavioral information, including:Motivating factorsExpectationsConcerns and pain pointsRole in the purchasing processUnderstanding of your products and servicesNeeds met to ensure a purchase
  11. For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  12. Blogging positions you as an expertCreates a reason for people to come back time and againInvolvement in local charities, client luncheon, special announcementsBlog is a great way to talk with prospects
  13. Website that Blog receive 55% more trafficAnd 57% of marketing received a lead through blogging
  14. This concept is very transferableIf for instance you were targeting retiring couples, all you need to do is change the headline, the cover of the e-bookAnd you’re set for a new marketResults:A prospective client gets a great piece of information. You’ve built a good relationship and credibility.You get a great lead emailed to you
  15. We’ve created an e-book template, that everyone attending today’s webinar can get for FreeIf you know how to use PowerPoint you can update the information in this guideIt’s easy to customizeSimple useIf you want a copy just request it at the end of the presentation
  16. Unique content only!Put people first.Write for your customer not for industry insiders. Be transparent. (if your not your competition is)Use the right keywords.Use keywords naturally. Optimize Title/Meta data.Simple, Concise and Creative.
  17. We’ve created an e-book template, that everyone attending today’s webinar can get for FreeIf you know how to use PowerPoint you can update the information in this guideIt’s easy to customizeSimple useIf you want a copy just request it at the end of the presentation
  18. For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  19. For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  20. For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  21. Other ways to share: newsletter, email blast, blog, etc.
  22. Your website is the perfect platform for converting visitors into leads. Tools we use to convert online:-CTAs-landing pages-forms-contacts
  23. For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
  24. Traffic gives us an idea of how many people are coming to our site. It also lets us know whether we’re improving over time.In January, we did a number of webinars, and blogs, and this drove the number of visitors up.If you’re interested in getting more traffic there are some well defined strategies including:BloggingBuying ads (pay per click)Social NetworkingEmail campaigns & newsletters
  25. A little about us….Customer satisfactionHelp people win online