How to Choose a Profitable Target Market With Guest Expert Bill Cates

1. The Riches Are In The Niches
How to Select a Profitable Target Market to Attract Ideal Clients

2. Bill’s Story
• Host of TopAdvisorPodcast.com
• Creator of The Cates System for
Relationship Marketing™
• Bestselling author of Radical Relevance, Get
More Referrals, and Beyond Referrals
• Help advisors find right-fit clients by
maximizing the referral process
• Hall of Fame speaker, author, and coach

3. Claire’s Story
• Former Investment Advisor Representative
• BA in Economics
MBA in Marketing
• Worked at FMG Suite
• Founder, Indigo Marketing Agency
• Author of The 2016 LinkedIn Guide
Financial Advisors
• Author of the bestselling book, The Marketing
Guide For Financial Advisors
• Provide full-service marketing for hundreds of
advisors

4. Today We’ll Cover:
1. Why you need a target market
2. How to select a profitable target market
3. How to attract your ideal client

5. Your Target

6. Why Do You Need a
Target Market?
• Helps people feel more confident working with you
• Makes it easy for people to refer business to you
• Helps people remember who you are and who you serve
• Makes your marketing content much more specific and valuable
• Makes it easier to find and make contact with your target market

7. There is a difference between a
target market and a category.

8. Combining a category with
a target market will
Blow your mind!

9. Characteristics of a
Target Market
• Large Enough
• Financial Capacity
• Stable or Growing
• Enjoyable / Gratifying
• Formal & Informal Communication
• Network of COIs

10. Todd McDonald
Financial Advisor
Albany, NY
Early in my career, I asked top
producers, ‘If you were able to start
over, what would you do
differently?’The most common answer
was to ‘focus on a target market.

11. How it Looks in the
Real World

13. Broadstone Advisors, LLC has served established family-owned and closely held
businesses in the construction industry for 25 years.
• We’re pioneers in recognizing the need for specialized financial advice geared to
construction-related businesses
• Our specific, deep focus allows us to better appreciate and address the complex
challenges faced by multi-generational construction-related businesses:
o Insider’s understanding of family wealth management, drawing on our own experiences as a
closely held business
o Years of experience in succession planning, employee retention, and estate-tax minimization
Expertise Meets Experience

17. Adam Cmejla, CFP®
Financial Advisor
Carmel, IN
Since making the decision to go “all in”
and exclusively serve optometrists, my
only regret is not doing this five years ago!
As I’ve become exclusive, opportunities
have become greater and greater in both
quality and quantity.

21. You Have Your Niche.
Now What?

22. Marketing to Your Niche
• Do they have big problems that are already identified?
• Can they afford you?
• Are they easy to find and contact?
• Is the segment large enough?
• Do you enjoy working with them?

23. Claire’s Niche Babysitting Story

24. The Most Important Question
“What one urgent problem do you solve for your specific niche?”
• This is what differentiates you as a specialist and is how you and your clients
will describe your firm to others
• Help people remember who you are and who you serve
○ “My financial advisor is great! They helped me put together a financial plan” VS.
○ “My financial advisor specializes in helping widowed women make smarter decisions with their
money.”
• This makes you referrable

25. It’s All in the Words
Create a “Who We Serve & How We Help” statement:
“I help [TARGET AUDIENCE] do [XYZ].”
• I help retirees and pre-retirees bridge the gap from work to retirement.
• I help business owners and entrepreneurs stress-test their financial plan to identify red flags
and missed opportunities.
• I help divorcees who want their settlement to last a lifetime
I specialize in providing [SERVICES] to [TARGET AUDIENCE].”
• I specialize in providing retirement and income planning to state and federal
employees
• I specialize in providing tax minimization strategies to real estate professionals

26. Embrace… Don’t Alienate
• Embrace a niche without turning away anyone who doesn’t fit your ideal target
market
• Market to two or three niches on your website.
• Start with your specific niche that represents the clients you serve best
○ Business Owners Preparing to Sell Their Firm to a Family Member
• Create a second, broader niche that includes everyone else you work with
○ Families Pursuing Financial Freedom

30. Embracing a Specialty Case Study

31. From Start to Finish
● Scott is an advisor, a pilot, and a certified flight instructor
● We paired his two passions—finances and flight—so he could do what he loved
and help pilots maximize their financial freedom
● He understands the financial challenges and unique lifestyles of pilots.
● He also has relationships with pilots, which makes him extremely referrable
● Indigo branded and marketed his firm from start to finish to showcase his
specialty

32. Custom Logo

33. Targeted
Website Copy

34. Curated
Images to
Reach His
Niche

35. SEO
Optimization

36. Create & Distribute Relevant Content
Each month, we work together with our specialist advisors to create content that is
valuable and relevant to their ideal prospects. For this niche, our calendar includes
posts like:
• How Pilots Can Navigate The Coronavirus Shutdown
• How To Maximize Your United Airlines Benefits Package
• Case Study: Helping One Delta Airlines Flight Attendant Organize Her Finances
And Plan To Retire With Confidence

37. Make it Easy to
Get in Touch

38. Your Specialist
Marketing Campaign
• Consistent messaging across:
o Your website
o Your email marketing
o Your social media
• Custom webinar or report on the urgent problem you solve
• Intentionally reaching your ideal clients on a regular basis
• Following up automatically

39. indigomarketingagency.com/book
How to Learn More

40. How to Learn More
• Buy Radical Relevance on Amazon Now
• Then get access to the Radical Relevance
Toolkit for Resources
• Learn More About Bill’s Programs
o referralcoach.com
o CoachCates.com

41. How to Get Started on
Your Marketing
• Create Your Specialist Marketing Campaign
• Put Custom Marketing on Autopilot
• Save $300 on Your Setup Costs Today Only
indigomarketingagency.com/getstarted