- The document discusses mass affluent lead generation and web-based marketing strategies presented by Frank Troise and Loic Jeanjean. - It outlines opportunities to increase client lifetime value by over 600%, lower marketing costs by over 90%, and improve client communications through an online lead generation process. - The key steps of the proposed process are: 1) providing valuable online content as outreach, 2) including a clear call to action, 3) ensuring prospects can easily find your information, and 4) contacting leads quickly through phone and autoresponders.

1. Mass Affluent Lead Generation
& Web Based Marketing
Presented By:
Frank T. Troise and Loic Jeanjean

2. Our Objective Today
• Increase your client LTV by over 600%
(see appendix)
• Lower your marketing costs by over 90%
• Improve your client communications

3. More Specifically
• $9.6 million in your office as prospect assets
• $787,000 average prospect investable assets
• 75% meeting rate

4. Your Opportunity
70+ Million 1.4 Million
U.S. Baby Boomers U.S. Financial Advisors
This target market is the SINGLE largest focus of every financial services firm today

5. The Market Opportunity
• 10,000 Baby Boomers are retiring everyday for
the next 18 years
• 97% have not saved enough for retirement
• 58% have not calculated their retirement
needs!
Think about this point alone for
one second…in terms of Baby
Boomers needing you:
A quick and scary video of the above statistics: • 5,800/day
• 40,600/week
http://www.youtube.com/watch?v=V46Z1NnDB78
• 162,400/month
• 1,948,000/year!

6. Your Competitive Landscape
“Software hasn’t eaten finance yet but it will and we will do it”
- Bo Lu, Founder of FutureAdvisor

7. Your online activity impacts the consumer
73%

8. 3 Steps For Creating a Process
that Ensures a Successful Finish:
1. Identify your long term goal
2. Find a simple consistent proven process
3. Execute and measure success
“If you do something the right way enough times, you’ll win”
- Dan Loeb

9. The Four Key Steps
1.Valuable outreach
2.Call to action
3.Finding you
4.Contacting you

10. The Four Key Steps
1) Valuable Outreach
Research? Product/ Services?
Pricing?
What are you offering that they cannot get anywhere else?
The new price today is FREE

11. The Four Key Steps
2) A Call to Action
“Oh my goodness, I cannot retire!”
Key Mass Affluent Themes: “Can I pay for my kids college?”
“How can I pay for healthcare?”
“Can I take care of my parents?”
FREE + Call

12. GREAT! You did your job!...THE PROBLEM IS….

13. So did everyone else!

14. You did everything right, but nothing
happened!
• Can you truly compete against
Blackrock/Fidelity/Vanguard?
• Do you have the Google adwords
budget to compete?
• A good test: search for “local
financial advisor”…99% of the time
it is not you.
“If your enemy is secure at all points, be prepared for him. If he is in superior strength, evade him. If
your opponent is temperamental, seek to irritate him. Pretend to be weak, that he may grow arrogant. If he is taking his
ease, give him no rest. If his forces are united, separate them. If sovereign and subject are in accord, put division between
them. Attack him where he is unprepared, appear where you are not expected.”
― Sun Tzu
Lets assume you get them through the chute, now what?

15. The Four Key Steps
3) Finding You

16. The Four Key Steps
4) Contacting You
100%
Phone (9-5)

17. The Four Key Steps
=
• Re-contact rates drop to 1% after 30 minutes
• Lead quality drops more than 20x after 30 minutes
• FOUR seconds for an online shopper

18. The Four Key Steps
(4) Contacting You
100%
Autoresponders (5%) Phone (9-5) Web to Lead (2%)
In other words…forget lunch!

19. Case Studies

20. Concentric Optimization
“Retirement Calculator Football”

21. Case Study: Vela
• Social media:
– Google ads
– LinkedIn Groups
– Facebook events
• Salesforce to manage leads
• Mailchimp to drip market to
leads
• Results
– Increased traffic (+30%)
– New leads (20+ per month)
– New clients (2-3 per month)

22. Case Study: PURE Financial
SEO/SEM/CRO
Landing Page Radio Landing Page
Higher Quality Scores and Lower CPC Rates

23. Track performance, test & improve

24. What Can You do Right Now?
• What is your valuable outreach?
• What is your call to action?
• How can they find you?
• How can they contact you?

25. What can you do right now?
SEO/SEM/CRO
Higher Quality Scores and Lower CPC Rates
• Targeted emails
• Targeted display ads
• Coordinated SEO/SEM/CRO marketing & testing
• RESULTS:
• $9.6 million in prospect assets in 3 months
• $787,000 in average AUM
• 75% meeting rate

26. Our 30-day FREE offer to you!
• FREE 30-day trial of FreeRetirementReport.com!
– Go to http://mynewfinancialadvisor.com/subscriber/
• FREE 30-day website trial!
– Go to http://advisorwebsites.com/pricing
Watch for our
announcement on
September 7, 2012

27. Contact details
• My New Financial Advisor
– Frank Troise – ftroise@mnfainc.com
– 1- 866-470-8164 x40
• AdvisorWebsites.com
– Loic Jeanjean - loic@advisorwebsites.com
– 1.866.638.0273 ext.212

28. Appendix

29. What is Your Client LTV?
Scenario #1: Classic
Acquisition year Second Year Third Year
Customers 1.00 1.00 0.90
Retention rate 100% 90% 90%
Orders Per year 1 1 1
Avg Order Size $ 10,000.00 $ 10,000.00 $ 10,000.00
Total revenue $ 10,000.00 $ 10,000.00 $ 9,000.00
Costs 75% 75% 75%
Cost of Sales $ 7,500.00 $ 7,500.00 $ 6,750.00
Acquisition/Mkt. Cost $ 1,000.00 $ 500.00 $ 500.00
Mktg Costs $ 1,000.00 $ 500.00 $ 450.00
Total Costs $ 8,500.00 $ 8,000.00 $ 7,200.00
Gross Profit $ 1,500.00 $ 2,000.00 $ 1,800.00
Discount rate 1 1.08 1.17
NPV $ 1,500.00 $1,851.85 $1,543.21
Cumulative NPV $ 1,500.00 $ 3,351.85 $ 4,895.06
Customer LTV $ 1,500.00 $ 3,351.85 $ 4,895.06

30. What is Your Client LTV?
Scenario #2: What you Want
Acquisition year Second Year Third Year
Customers 1.00 1.00 0.90
Retention rate 100% 90% 90%
Orders Per year 1 1 1
Avg Order Size $ 10,000.00 $ 10,000.00 $ 10,000.00
Total revenue $ 10,000.00 $ 10,000.00 $ 9,000.00
Costs 1% 1% 1%
Cost of Sales $ 100.00 $ 100.00 $ 90.00
Acquisition/Mkt. Cost $ 1,200.00 $ 600.00 $ 600.00
Mktg Costs $ 1,200.00 $ 600.00 $ 540.00
Total Costs $ 1,300.00 $ 700.00 $ 630.00
Gross Profit $ 8,700.00 $ 9,300.00 $ 8,370.00
Discount rate 1 1.08 1.17
NPV $ 8,700.00 $8,611.11 $7,175.93
Cumulative NPV $ 8,700.00 $ 17,311.11 $ 24,487.04
Customer LTV $ 8,700.00 $ 17,311.11 $ 24,487.04