Marketing 101: What Busy Advisors Need to Know to Maximize Results in 2022
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“The Digital Referral Shift” has drastically changed the way consumers find advisors. So, what does this mean for your firm and how can you use it to grow your business? In this webinar, Samantha Russell, Chief Evangelist at FMG and VP of Brand Experience at Riskalyze, Dan Bolton discuss the biggest marketing opportunities for advisors in 2022 and share how you can work to develop a strong growth strategy.
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Marketing 101: What Busy Advisors Need to Know to Maximize Results in 2022
- 1. + Marketing 101: What Busy Advisors Need To Know To Maximize Results in 2022
- 2. + Session Agenda: • Marketing 101 Intro • How To Drive Traffic • Using Your Website to Capture Leads • Developing a Social Presence • Creating a Brand & Communication Strategy • Q&A
- 3. + How Investors Find Advisor
- 4. + How did your client select you? Only 4% (🤯) of Millennials choose "comes with a strong recommendation from trusted family/friends" as their top criteria.
- 5. + Think HNW only find advisors by referral? Think again….
- 6. + Think HNW only find advisors by referral? Think again….
- 7. + Driving Traffic To Your Website
- 8. + Content 101 • 1800-2400 words • Answer questions your clients have, using their language • Podcasts/video - include transcription • Add images + graphs
- 9. + Content 101 • Add New Content at least 2x per month • Make sure it’s optimized for Mobile • Write it yourself - or use a provider like FMG, where we write it for you
- 10. + Social Proof: The “New Referral” • Never respond or “like” reviews until you clear with compliance • Google, Yelp, most popular • Once approved, can use on Website, Social
- 11. + Google Verified 1. Immense social proof from Google. 2. You rank higher locally
- 12. + Capturing Leads On Your Website
- 15. + Not having a calendar link is the #1 friction mistake we wee
- 16. + Take it one step further with Live Chat —> Drift —> Intercom —> Livechat
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- 21. + Developing a Social Media P
- 22. + How to Write a Great Post? 5 Social Media Commandments 1. Don’t start posts with “I”, “My” or “We” ➡️ instead, address the benefit to the reader. 2. Don’t use passive voice (ie “check out”, “take a look” etc) ➡️ instead of “Check out my latest blog on ❌ ✅
- 23. + audience. ➡️Instead, visualize who will read your posts. 4. NEVER share an article or link with absolutely no context as to why you are sharing it. ➡️ Instead: • Give your opinion • Share an interesting stat or fact from the piece ❌ ✅
- 24. + audience. ➡️Instead, visualize who will read your posts. 4. NEVER share an article or link with absolutely no context as to why you are sharing it. ➡️ Instead: • Give your opinion • Share an interesting stat or fact from the piece ❌ ✅
- 25. + 5. Follow the 80/20 Rule 👇👇 For every 1️⃣ thing you post to your own feed Comment on 5️⃣ other people's posts
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- 28. + Creating a Brand & Commun
- 29. + ALL EFFECTIVE COMMUNICATION: • The Right Message • To the Right Audience • At the Right Time • In the Right Medium.
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- 32. + Overwhelmed? Need Help? • Timely Content Written Weekly • Blogs, Emails & social posts • Automated marketing • Lead gen tools • Modern, Customized Websites • 1 Click Compliance
- 33. jamison_wealth.png Past performance is not indicative of future results. Advisory services offered through Jamison Wealth Management, a Registered Investment Advisor. Securities offered through Jamison Securities, a Registered Broker/Dealer… dan@example.org
- 34. + Questions?
Editor's Notes
- Riskalyze’s lead generation questionnaire can generate leads both organically and strategically. The beauty of the lead generation questionnaire is the data you get from it. This Risk Assessment only works accurately if an investor uses real, relevant dollar amounts, right? So what you get is contact information, goals, market sentiment, risk tolerance, and the sum of their investable assets! Let’s talk about best practices here.
- You can design the lead capture to be specific to your brand - and make it a button
- Here’s another example
- Here’s another example where instead of the lead capture being on the homepage, its included with a list of tools
- Riskalyze’s lead generation questionnaire can generate leads both organically and strategically. The beauty of the lead generation questionnaire is the data you get from it. This Risk Assessment only works accurately if an investor uses real, relevant dollar amounts, right? So what you get is contact information, goals, market sentiment, risk tolerance, and the sum of their investable assets! Let’s talk about best practices here.
- “Would you take a guaranteed 10% gain...or a 50/50 chance of a 70% gain or 30% loss? #riskalyze,” and the LGQ link with a graphic. What’s so great about this post? SO. GOOD. This pose COMPLETELY appeals to WHO we want to communicate with -- those data-centric individuals. It’s an interesting post that makes complete sense, but almost requires you to read it twice. You think about it. It’s engaging. It’s about YOU. Human beings are innately self-focused...that’s just human nature! This post really does an excellent job in appealing to that. We also have a hashtag, there, and (of course) the LGQ link. Then this graphic. How awesome is this graphic? It’s clean, it’s pretty, it catches your eye -- you WANT to look at this graphic. They did an excellent job designing it, and I urge you to get creative like this with the design resources provided to you in the marketing kit! You’ll also note that this post has caught a lot of eyes because it’s been shared 15 TIMES! And for those of you who aren’t sure -- that’s a lot of shares. Now would be a good time to tell you how to access the sharable LGQ link… Inside your Riskalyze account, navigate to MENU > SETTINGS > and click on the LEAD GENERATION tab. You will see UNTITLED LINK, to the right of that, there are 3 dots. Click on those and copy the shareable link.
- DAN A longtime comms mentor of mine has always said that all good communication is the alignment between delivering the right message to the right audience at the right time and in the right medium. How do I know what the right audience is? How do I know that I’m aligning this well? Well if you know a marketer, we’re obsessed with our funnels. Shaped like a funnel because of the volume of people we engage at different levels. And there’s a few ways we can slice it. This one’s called the AIDA framework: Awareness, Interest, Decision, Action. No matter how you slice your funnel, the principle is consistent. You engage with the top of the funnel differently than the bottom of the funnel. If you get the chance to hang out with Riskalyze’s Marketing team, you’d hear a lot of funny phrases like TOFU (we’re not talking about the fake meat, we’re talking about Top Of Funnel. If you hear TOFU, think funnel cake — I’d way rather have that then the nasty fake meat). You’ll also hear MOFU (middle of funnel) and BOFU (bottom of funnel).
- DAN Here’s another way to slice the funnel. Same principles. You engage with folks differently at the top of the funnel, and this is important — no single person goes into a bar, and walks up to someone and says “Hi, nice to meet you, I’d like to have children someday. You look like a really great candidate for that.” The top of the funnel is about brand awareness. Do people know who you are and what you stand for? This is why you have a website, social media accounts, and consistently work to expand your network. The middle of the funnel is about engagement. This is why you might throw events and have folks spend time engaging with you. The bottom of the funnel is where it’s okay to ask about having kids and buy the engagement ring, right? That’s a little more appropriate. This is where you’re delivering that proposal that has them understand risk for the first time. For an advisor, this is what we at Riskalyze call that “ACAT Form Moment,” right? But there’s all sorts of activity you can do throughout the funnel, and there are a ton of material to support you in that…