The document discusses digital marketing strategies for financial advisors. It proposes using reputation marketing to drive positive reviews from clients to top local search rankings, generating qualified leads. The strategy combines search engine optimization, reputation marketing through online reviews, local maps marketing, and video to position each advisor as the most recommended in their area. It also discusses using the enterprise's national SEO authority to further boost advisors' online presence and rankings. The goal is to elevate each advisor's reputation locally and produce an exclusive flow of qualified prospects and clients.

1. LFP Digital Marketing

2. The Unicorn
• Aside from referrals and introductions what is the
best prospect?
• Someone that has money
• Someone that knows they have a need
• Someone that is looking for the products and
services you provide and calls you.

3. Online Habits of Adults 50+
• Baby Boomers (50-68) spend 27 hours per week
online(WSL/Strategic Retail)
• The internet is the most important source of
information for baby boomers when they make
major market purchases(Zoomerang)
• From 2004-2009, the number of seniors age 65+
actively using the Internet increased more than
55%(Nielsen)

4. Online Habits of Adults 50+
National Keyword Search
Estate Planning – 165,000
Estate Planning Checklist – 1,600
Best Annuities – 9,000
Independent Financial Advisors – 5,500
Fixed Indexed Annuity – 5,400
Fixed Annuity Rates – 5,400
Best Annuity Rate – 27,000
Annuity Rates – 27,100
Retirement Planning – 18,100
Life Insurance Rates – 49,500
Term Life Insurance – 165,000
No Medical Life Insurance – 14,800
Certified Financial Advisor – 22,200
Immediate Annuities – 18,100
What is an Annuity – 550,000
Purchase Annuity – 5,400
Life Insurance Quotes – 90,500
Fixed Annuity – 33,100
Life Insurance Calculator – 12,100
Financial Advisor – 368,000
Find A Financial Advisor – 5,400
Best Financial Advisors – 6,600

5. Optimized Digital Marketing Strategy
These three components operating in sync will:.
1. Getting Found: SEO and Maps marketing
ensure your business quickly gains page 1
ranking on Google searches for your
chosen keywords.
2. Generating Fuel: Your online reputation will
fuel your growth. Reputation Marketing
continually pushes your rankings higher and
turns your clients into advocates of your
services.
3. Going Viral: Your reputation will be your
marketing content, your clients your
promoters, and social media the vehicle.
SEO
Social
Media
Reputation

6. Optimized Digital Marketing Strategy
If you are shopping online and find 2 products that are virtually
identical and similarly priced but one has all favorable reviews
and the other doesn’t have any reviews or has positive mixed
with negative which one will you buy?

7. “Trust in Advertising” Report
By Nielson Global
72% of consumers trust online reviews as much as personal recommendations
67% of consumers read online local business reviews before buying
92% of people trust recommendations from people they know
70% of businesses trust a business that has a min of 6 to 10 reviews
It takes 6 to 10 reviews before a consumer makes a decision to buy
70% of people trust opinions posted online
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3
4
5
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8. The Best Digital Marketing Strategy
Power sellers on eBay and Amazon, as well as service providers in outsourcing sites like
Odesk and Freelancer, have known for a long time that, If you don’t have a good
ONLINE REPUTATION nothing else matters! Now, the rest of the business world is about
to learn it!
Why Invest in PPC, SEO, Social Media or paid media to bring prospects into your web
presence, if all they learn when they arrive is that you either don’t have an online
reputation, or worse still, you have a bad one.

9. The Best Digital Marketing Strategy
Google now serves search results by reputations. Not just in open search results, but
especially in all local in-proximity map search results. If you pay close attention to
Google search results you will notice some Adwords PPC advertisements are displayed
with an advertisers star rating (out of 5). This star rating system is in the early stages, but
once Google has enough ratings data, all advertisers’ reputations will be displayed
with every advertisement.
Foreseeing Google’s intention through this in-proximity (local), reputation centric focus
answers the question, “What is the best digital marketing strategy moving forward?”

10. The Best Digital Marketing Strategy
Reviews are an important part of getting your phone to ring and ranking you at the top of
Google. If the overall volume of online reviews about your business is low, this suggests that
you do not have a strategy for driving happy customers online to say good things about your
service.
Our system implements strategies that drive happy customers to the advisor’s profile page on
the Enterprise's website, which will position them as the most recommended advisor in their
marketplace.

11. The Cloud Mirroring The Real World
Verifying online profiles and tying them to a business’s physical location allows Google
to do what eBay and Amazon have always done, which is to use reputation, reviews
and social proof as their primary ranking algorithm.
It’s the cloud mirroring real world relationships, reputation and referral ecosystems. This
model converts clicks into customers at higher rates than anything that has ever gone
before it.

12. The Cloud Mirroring The Real World
Open web SEO as we have come to know it, has been become less effective as
a stand alone marketing strategy, but many are unaware of this shift. Going
forward, the most successful companies will employ “Reputation Optimization”.
The fact that the cloud has now connected each (verified) individual’s online
profile, reputation, and social graph to mobile tracking devices with unique
identifiers makes it all the more powerful.

13. Our Proprietary System is comprised of three
components that create an extremely powerful
lead generation system.
1. Technology Requirements - Integrated
Marketing: The creation of the infrastructure
will carry the flow of traffic and leads to the
subscribers of the Enterprise. Our Integrated
Marketing Strategy is designed to deliver
leads and calls to the subscribers in the
prospects geographic location.
2. Local Integrated Marketing - Subscriber: SEO
and Maps marketing ensure subscribers
quickly gain page 1 ranking on Google
searches for their chosen keywords. This
includes over 250 steps each month which
turns the clients of the subscribers into a
legion of dedicated salespeople for their
businesses.
3. National Search Engine Optimization -
Enterprise: With our Integrated Marketing
System firing on all cylinders at the local
level, the Enterprise’s national online SEO
authority is magnified.
Our Proprietary System
1.
Technology
Requirements -
Integrated Marketing
3.
National Search
Engine
Optimization -
Enterprise
2.
Local Integrated
Marketing -
Subscriber

14. Technology Enterprise
• Create consumer focused pages on the Enterprise's website.
• Create consumer focused product (e.g.. general annuity information)
pages on Enterprise’s website.
• Create a database of consumer focused product (e.g.. general life
insurance information) descriptions.
• Create profile page for each subscriber, hosted on the Enterprise’s
website. Will be optimized to location.
• Create a portable “Search for a Local Advisor” module.
• Create a database of all participating subscribers.
• Create a subscriber sign up form mapped to the subscriber database.

15. Technology Enterprise
• Assign a track-able telephone number to each subscriber. This will be the
published telephone number.
• Create a module for consumers to enter their comments and reviews
regarding their interaction with the subscriber.
• Create a database to store and manage client reviews for subscribers.
• Create a module for each subscriber which will dynamically update and
populate client reviews.

17. Local Integrated Marketing
Subscriber – Primary Features
• Generate a consistent flow of 100% exclusive and organically produced
inbound consumer calls and leads to participating subscribers of the
Enterprise.
• Position each participating subscriber as the “most highly rated, most
recommended” advisor in his or her local market.
• Gain top local ranking positions in the major search engines for participating
subscribers.

18. Local Integrated Marketing
Subscriber
Our Local Integrated Marketing Strategy combines:
• Search Engine Optimization
• Reputation Marketing
• Local Maps Marketing
• Video Marketing
• Tap to Call Technology and Tracking

19. Local Integrated Marketing
Reputation Marketing
One of Google’s most important indicators is citation authority. This means Google
reviews and catalogs every time it sees your exact “Company Name,” “Company
Address” and “Company Phone Number” of your Google Places listing anywhere
on the web. Google needs to find you mentioned 100‐150 times to compete on
the 1st page of map results.
• We claim and promote your business on 100 - 150 local directories
• We target popular and niche directories and promote your company
office into those directories
• We optimize the top listings for better rankings
• We syndicate reviews captured on our review capture site into these local
directories.

20. Local Integrated Marketing
Reputation Marketing
• We integrate a software into your web presence that automates a review
filtering process and captures reviews into our database, allowing us to
repurpose this review content into your marketing campaigns.
• Rave reviews are amplified by integrating them into targeted citation sites.
• Our Fulfillment team will then resubmit positive reviews into local business listings
and review directories of the markets we are promoting.
• Any reviews identified as negative will trigger an alert that notifies you of the
negative review, so that you can contact the client.

21. Building Your 5-Star Reputation
Reputation Marketing
• We implement pathways, policies and incentives to lead all of your clients
into posting their reviews on our custom review capture page.
• We’ll also ensure you’re in full compliance with Google’s guidelines,
positioning your company as an authority listing with an enhanced
reputation powered by Social Proof.
• Your web properties will always be promoting your latest and best monthly
reviews, keeping your content and brand fresh, genuine and relevant in
the eyes of website visitors.
• The advisor will receive a report each month that provides a full list of all
their latest reviews and impressions.

22. National SEO
Enterprise – Business Analysis
The combination of an open national Search Engine Optimization campaign
on the Enterprise’s website, along with our Integrated Local Marketing
Strategy, radically leverages the online authority and positioning of the
Advisor’s web presence.
Results will be compounded: targeted keyword rankings will be greatly
improved, traffic volume and leads generation will increase significantly.

23. National SEO
Enterprise – Content and Keyword Research
• Researched & identified top SEM keywords by volume/intent
• Researched & identified top current SEO keywords by volume/intent (via
Analytics)
• Researched & identified top industry keywords by volume/intent
• Researched & identified top user conversations/queries/intent through social
listening
• Keyword targets that represent specific intent categories important to
Enterprise’s web property have been selected
• Prioritized keyword targets based on search volume and optimization
opportunity

24. National SEO
Enterprise – Content Optimization
Tactics
• Leverage the following to constantly improve both core keyword and
opportunity keyword sets:
– Keyword Tool
– Website analytics
– Traffic driving keywords
• Author unique written content for the Enterprise’s web property that
creates or improves topical relevance for the subscribers and the
Enterprise:
– Brand positioning
– Code Authority on relevant topics
– Promotional activities
– Modify existing or integrate into new page content including:
• Title Tags, meta description tags, meta KW tags, heading tags
• Body Content – revise existing, where necessary, for topic
relevance

25. What does all of this mean?
• Elevate advisor’s reputation to position them as “the best in the business”
in their local markets.
• Everyone in the advisor’s local market will know that they are the Trusted
Advisor in their community.
• Generate a consistent stream of 100% exclusive, organic, and qualified
prospects.