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#SayItRight: Communicating with Clients in the Digital Age
- 2. #SayItRight
- 13. Content that gets attention causing people to open your emails and click on the links.
- 15. M O S T O F T H E C O N T E N T Y O U P U B L I S H S H O U L D F A L L W I T H I N A S T O R Y L I N E . S O M E T H I N G T H A T I N S P I R E S . CHANGE BEHAVIOR
- 21. 1. T E L L T H E B I G S T O R Y O F Y O U R C U S T O M E R ’ S T R A N S F O R M A T I O N 2. I M P L Y O R S U G G E S T T H E R O L E T H A T Y O U P L A Y I N T H A T T R A N S F O R M A T I O N BELIEVE AND REPEAT
- 25. Y O U R C U S T O M E R D I C T A T E S W H I C H C O N T E N T T O P U T W H E R E , W H E N . CUSTOMER DISTRIBUTION
- 27. DATA DRIVEN
Editor's Notes
- Megan Carpenter CEO & Co-Founder of FiComm Partners We offer messaging, public relations, content marketing and creative services exclusively to the independent wealth management community Before we dive into a discussion about content marketing and the smart web, I want to give you some context about my background. I fell into this industry by accident – I was a college student looking for a paid internship. Paid being the key word. I was offered a marketing internship at a John Hancock Financial Network agency and since my first day on the job, I haven’t looked back. I have spent my entire career either building marketing departments from the ground inside firms, both in the insurance b/d world and then the independent space after I saw the light, or working with advisors in a consultative capacity to help them succeed through business development and marketing plans. This presentation is narrowly focused on content marketing, but I have implemented every marketing strategy you can imagine on behalf of advisors, some that I would like to forget! This is important because I know you all hear a lot of presentations about marketing, some immediately relevant to your business and some a bit too far fetched. While content marketing, what I’m talking about today is not a new idea, it is relatively new to RIAs. I sincerely believe in the power of content marketing, which is why I’m excited to be here today.
- Traditionally, there has been a very linear approach to selling. Today, the sales cycle is no longer driven by this linear, advisor led approach. The sales cycle is now a customer driven, multi-channel approach. It is likely that prospective customers will have 7-touch points with you or your firm before the first live interaction. They are seeking awareness of your brand online, they are looking for validation of your credibility as they consider your services, and they are doing this all through digital and mobile devices. Given this shift toward a consumer driven buyer’s journey, you need to take control of your digital presence. Control all of these touch points. Content marketing is a very powerful strategy for engaging with customers digitally, and controlling the information they receive. Now, how can advisors do that?