The document outlines the importance of a strong web presence for financial advisors, emphasizing the need to adapt to digital trends and client expectations to enhance relationships and profitability. It provides strategies for improving online visibility, engagement, and overall client experience through effective content marketing, social media use, and personalized communication. Regulatory constraints and common advisor misconceptions about social media usage are also discussed, alongside the potential benefits of a well-structured online presence.

1. The views of third-party speakers and their materials distributed are their own and do not necessarily
represent the views of Charles Schwab & Co., (“Schwab”). Third party speakers are not affiliated with
Schwab. ©Charles Schwab & Co., Inc. Member SIPC.
Using the Web to Deepen and Expand
Relationships
Workshop Presentation
John Stone
Founder and President
Revenue Architects

2. Agenda
Your Web Presence
Is this
relevant to you?
What are potential
strategies?
What should
you do?

3. Approach
Discussion
• Value of Web Presence
• Relationship Life Cycle
• Potential Strategies
• Planning considerations
Workbook
• Ambition
• Stage Maturity
• Key Strategies
• Prioritization

4. Agenda
Your Web Presence
Is this relevant to
you?
What are potential
strategies?
What should
you do?

5. The impact of deepening relationships
The Customer Lifetime Value tool from the Harvard
Business School helps reinforce the importance of
long term relationships to profitability:
Source: http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html

6. Web presence plays an important role
Source: www.banktech.com/blog/archives/2010/08/how_to_make_you.html
More than one-half of financial services product
searches in the United States begin online, according to
Accenture research, and that figure is likely to increase.
Indeed, customers rank the online channel as the single
most important way of interacting with their banks.
““

7. The demographics are right
 77% usage in the USA in 2010 (vs. 44% in 2000)
 In the U.S., 62% of internet users are 25 or older
• 25-34 years – 12%
• 35-49 years – 27%
• 55+ – 23%
 Household income
• $30-49K – 80% are online
• $50-79K – 91% are online
• $75K+ – 97% are online
source: internetworldstats.com and itfacts.biz

8. Your clients are using the web…
Aware Interest Evaluate Engage Advocate
Search
Social Nets
Media
Blogs
Register
Download
View
Personalize
Research
Meet
Compare
Transition
Access
Transact
Research
Recommend
Share
Learning, evaluating, comparing, recommending…
We self-sell, self-service and expect a good experience.
Relationship Life Cycle

9. Advisors are responding
Aware Interest Evaluate Engage Advocate
Brand
Content
SEO
Social Media
Blog
PR
Services
Articles
Videos
eMail
Events
Profiles
Personalize
Tools
Feeds
Forms
File Share
Service
Updates
Reporting
Influencers
Recommend
Request
Web 2.0
Leaders build strong presence as part of their
relationship strategy.
Attracting, nurturing, growing relationships…
Relationship Life Cycle

10. But many are just getting started…
 No unified identity
 Disconnected branding:
“advisorname@yahoo.com”
 Boilerplate messaging
 Lack of original or dynamic content
 Antiquated web site design
 No social media presence (outposts)
 Limited website services

11. Advisors are not convinced about social media
 42% of the RIAs make some use of LinkedIn.
 45% of RIAs use Facebook, but only 6% of them
say they use it for professional use, compared to
39% who use it only personally.
 Twitter gets no respect with 3% saying they use it
professionally and 7% saying they use it only
personally.
 14% of RIAs saying that they keep a public journal
or Blog. This includes 8% who only blog
professionally and 2% who consider their blogging
efforts both a personal and professional endeavor.
Reference: Study conducted by Koski Research published July 2010 by Schwab Advisor Services. http://www.riabiz.com/a/2042013

12. Regulations further constrain adoption
 FINRA Regulatory Notice 10‐06
 NASD 2210 (public
communications)
 NASD 2310 (suitability)
 NASD 3010 (supervision)
 NASD 3110 (books & records)
 SEC Rule 17a‐3 & 17a‐4 (record
retention)
 Rule 206(4)‐1 (advertising &
testimonials)
 Rule 204‐2 (books & records,
record retention)

13. But small improvements can have a big impact
Stage Today Year
5%
Improvement Change
Aware 500 525 25.0
Interest 15% 75 82.7 7.7
Evaluating 50% 37.5 43.4 5.9
Client 40% 15 18.2 3.2
Advocate 25% 3.75 4.8 1
Factor Change AUM/ Per Fees Impact
Base 23 1.5M 345k
New 4 $1,500,000 1% $60,000
20%
Plus lifetime value
Example: 5% improvement at each stage delivers a 20%
fee increase in 1 year.

14. What is appropriate web presence?
?
?

15. What is appropriate web presence?
Ramp up Innovation
Focus Balance
Our firm is digital
Ourclientsaredigital
Low
High
High

16. Agenda
Your Web Presence
Is this relevant to you?
What are potential
strategies?
What should
you do?

17. Web presence and the relationship life cycle
Aware Interest Evaluate Engage Advocate
What strategies should we consider?
1. Explore each stage
2. Assess current capabilities
3. Identify potential opportunities.
Relationship Life Cycle

18. Awareness Stage
 Search Visibility
 Distinctive Value Proposition
 Digital PR
 Dynamic Publishing
 Social Outposts
Aware Interest Evaluate Engage Advocate
Shift the mix from “outbound” to “inbound”
marketing.

19. Search Visibility

20. Search Visibility: Organic Results
 Smarter people
 Longer lasting
 More traffic
 Free
Organic Results
75% Clicks
Organic results are best:

21. Search Visibility: Strategies
 On-page (25%)
• Page titles, Tags
• Meta Data
• Keywords
 Off-Page (75%)
• Inbound links
• Content
• Publications
• Digital Footprint
On and off-page strategies:

22. Search Visibility: Directories
 Use free services like Google Places
Get found with Geo-listings:

23. Distinctive Value Proposition
An effective web presence begins with strong positioning.
“Financial Advisor”
“Boston wealth management
and retirement planning”
Popularity
Higher Probability of Conversion
Lower Probability of Conversion
Low
Cost
High
Cost
Searches/SiteVisitors

24. Define your elevator pitch, value proposition and
messaging. Here is a way:
Distinctive Value Proposition
Situation
Complication
Question
Answer
FiduciaryIndependence
Comprehensive
knowledge base
S
Q
C
A
Wealth preservation is more complicated with new
and emerging tax laws and investment vehicles.
Many investors are uncertain about college
savings and retirement.
How do we help?
Comprehensive planning and wealth
management.

25. Digital PR
 Use press releases for
more than news
 Become an obvious expert
 Use a “SEO ready” wire
service
 Optimize news content and
facilitate media discovery
 Use landing pages for click
throughs
Photo: http://www.toprankblog.com/2009/03/using-news-to-drive-seo/
Photo: http://www.toprankblog.com/2009/03/using-news-to-drive-seo/

26. Dynamic Publishing
 Long-tail positions
 More dynamic website
 RSS protocol for articles
 Build content velocity on
the social web.
Blogs work:

27. Dynamic Publishing
Syndicate on affiliate networks
Other
Outposts

28. Social Outposts
Social media is not just personal… and not just
for kids…It is an interconnected web.

29. Social Outposts: Facebook
 Personal Profiles
 Share Content
 Build Relationships
 Establish Business
Page
 Join Groups
 Publicize Events
 Build Exposure/
Awareness

30. Social Outposts: LinkedIn
 Establish Strong Profile
 Syndicate Status Updates
 Share Content
 Network with Connections
 Get Introduced
 Participate in Groups
 Gain Client Intelligence
 Build Exposure/
Awareness

31. Social Outposts: Twitter
Practicing my Ten Simple Truths About Money talk, it's
sounding pretty good. 6/11 Commonwealth Club debut
coming up! http://tr.im/mQdG -@curtisfinancial
Working on show prep for tomorrow's "Investing for the
Long Run" at noon on WMEL-1300am.Listen live at
http://tinyurl.com/nv9vq4 -@bobrall
June edition of My Two Cents (my video blog) now on my
website - http://bit.ly/yLR2B -@brianplain
Blog Tips for Financial Planners and Professionals
http://ow.ly/cBaW -@russthornton
33

32. Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage

33. Interest Stage
Aware Interest Evaluate Engage Advocate
 Brand Presence
 Content Marketing
 Integrated Campaigns
 Virtual Events
 Relationship Intelligence
We want to generate interest, nurture relationships and
qualify opportunities.

34. Brand Presence
 Enduring and extensible
band name
 Professional, creative,
visual design
 Consistent across social
outposts
 User-centered design
and functionality

35. Brand Presence: Website example
Imagery sends
message
Intent-based navigation
Promotional elements
for key content/ events.
Naming and
brand mark
Secure
access
Resources Conversion

36. Brand Presence: Which Outposts?
?
?

37. Content Marketing
 Articles, video, blogs, white papers, webcasts…
 Understand what your clients want, and deliver it in
a compelling way:
 Drive search visibility and engagement…
 Relevant
 Modular
 Authentic
 Entertaining
 Sharable
 Visible
 Accessible
 Stylized
 Optimized
 Managed

38. Content Marketing: Video
 Adapted to rapidly integrate complex visual stimuli
 Immense portion of our brain power dedicated to
processing moving visual images
 Face recognition engine
“The brain is built for video.”
“71% of the US online audience watches video on the
Internet, and the number of streams consumed
should more than double by 2013.”

39. Content Marketing: Video
Imbedded
YouTube video
Videos | resources | http://www.acrinv.com/resources/video | Screen clipping
YouTube
Channel

40. Integrated Campaigns
 Collaborate with COIs
 Align with value
proposition
 Cross-promote on
social networking sites,
PR
 Collect registration data
and profile information
 Educate and nurture
prospective clients

41. Virtual Events
 Collaborate with
COIs
 Build credibility
 Collect registration
data and profile
information
 Cross-promote on
social networking
sites, PR

42. Relationship Intelligence
 Quick access
to social
profiles and
published
content
 Gain
intelligence
 Build
relationships

43. Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage

44. Evaluate Stage
 Personalized Marketing
 Website Tools and Services
 Secure Collaboration
Aware Interest Evaluate Engage Advocate
Build personal relationships, cross-sell new
products and facilitate on-boarding of new accounts.

45. Personalized Marketing
 Closed-loop marketing
 The right message to the
right people
 Nurture programs
 New business and “stay
in touch” campaigns
 Progressive profiling
 Scoring – behavior and
demographics
Image Source: http://www.crmtechnologies.com/closed-loop-marketing.asp

46. Website Tools and Services
 Interactive forms
 Financial Tools / Calculators
 Dynamic presentations
 Web 2.0
 Blog
 Web Conferencing
 Event Calendars
 Document Resources
 News Releases

47. Secure Collaboration
 Paperless Office
 Secure, private site
access to secure shared
folders and files
 Manage & view
documents and media in
one place
 Easy to use interface
 Saas vs Platform

48. Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage

49. Engage Stage
 Online Meetings
 Portfolio Reporting
 Newsletters
 Foundation Technology
Aware Interest Evaluate Engage Advocate
Satisfy clients for long-term retention and referral
potential.

50. Alex
Financial Advisor
Tim
Client
Jane
Tim’s Wife
Online Meetings
 Increase frequency and
flexibility with 1:1 online
meetings
 Features to Consider:
o Browser plug-ins
o Audience size
o Live vs. Recorded
Webcast
o Bandwidth
o Audio Mode

51. Portfolio reporting
 Better solutions bring your client to your website
continuously – providing an opportunity to both
deepen the relationship and introduce new offers.
• Account aggregation
• Web-based portfolio management
• Quarterly reporting
• Online account holder access
• Daily reconciliation
• Billing
• Business intelligence

52. Newsletters
 Stay in front of your clients more
often
 Support your nurture campaigns
 Deliver content value & promote
events
 Ensure consistent branding and use
text & HTML
 Integrate your blog posts
 Use the right distribution service

53. Foundation Technology
 Content Management
 SaaS or Platform
 Templates and Designs
 Widgets and Web 2.0 Integration
 Secure Private Site Access
 SEO features
 eMail domain services
 Analytics

54. Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage

55. Advocate Stage
 Social Outpost Sharing
 Website Content Sharing
Aware Interest Evaluate Engage Advocate
Help clients help you with referrals and introductions.

56. Social Outpost Sharing
Facebook fan sharing/ cross-promote
Twitter & Outpost
ReTweeting
(make it easier for me)

57. Web 2.0 Syndication
 Web 2.0 Widgets
 Social Syndication
 Newsletter
 Website referral engine
 Marketing Emails
 Email signature

58. Web 2.0 Syndication: Velocity
From websites to web presence
20M month 400M Users
30M per month
50M month

59. Exercise: Self Assessment
 Consider each capability statement
 Score how well you are performing.
Aware Stage

60. Workshop Agenda
Your Web Presence
Is this relevant to you?
What are potential
strategies?
What should
you do?

61. Armed with your self assessments, you can now begin
crafting a personalized blueprint.
Building a Web Presence Blueprint
Key
Initiatives
Must,
Should,
Could
When?

62. Consider key dimensions
Consider dimensions and success factors
Aware Interest Evaluate Engage Advocate
Client Strategy?
Content & Messaging?
Skills & Organization?
Technology?
Processes?
Metrics & Measures?

63. Resources
 Planning Web Presence Blueprint: Workbook
• Workbook available for download on
www.revenuearchitects.com/tools
 Additional Reading
• Blogroll weblinks & resources on
www.revenuearchitects.com
• http://www.readwriteweb.com/archives/top_10_youtube_v
ideos_about_internet_of_things.php
• http://www.marketingprofs.com/

64. Thank You
John C. Stone III
Revenue Architects
(617) 686 7305
jcstone@revenuearchitects.com
www.revenuearchitects.com
@jcstone3 on Twitter

65. References & Image Sources
 http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html
 http://www.banktech.com/blog/archives/2010/08/how_to_make_you.html
 http://www.ijsolutions.ca/naissance/index.html
 http://www.univeris.com/thenews.asp?active_page_id=238&active_page_menu_id=58&page_link=thenews.as
p
 http://www.toprankblog.com/2009/03/using-news-to-drive-seo/
 http://www.consumerinjurylawyers.com/dangerous-product-alerts/peanut-butter-recall/index.html
 Image Source: http://www.crmtechnologies.com/closed-loop-marketing.asp
 77%: internetworldstats.com
 Age: http://www.itfacts.biz/us-internet-user-profile-by-demographics/11234
 Income: http://www.itfacts.biz/us-internet-penetration-by-demographic-profile/10538
 Videos | resources | http://www.acrinv.com/resources/video | Screen clipping