Todd Tressider
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This document outlines strategies for financial advisors and planners to attract more clients than they can handle through effective marketing. It discusses mapping out the ideal client's buying process, using both direct methods like websites and indirect methods like content marketing. Key principles include using "pull marketing" over "push marketing" to attract clients through valuable, free content and resources before converting them through a two-step process into paying clients. The ultimate goal is to build scalable, passive revenue streams through membership sites, products, and services that automate the sales and client onboarding process.
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Todd Tressider
- 1. How To Have More Clients Than You Can Handle By: Todd R. Tresidder
- 4. 3 Key Concepts: Traffic * Conversion = Profit People Buy From People They Know, Like & Trust You Must Know Your Client Buying Process
- 5. Map Your Ideal Client Buying Process Who is he? • • • • • • • • • • Make it an individual – who will you serve? Local or International? Psychographic – Trust Buying or Impulse Buying? What problems does he need solved now that he will gladly pay for? What keeps him up at night? What are his values? What are his common beliefs that are wrong? What are his common beliefs that are true? What is the big result you’re going to provide to him? Who are his iconic heroes?
- 6. Map Your Ideal Client Buying Process: How To Find Him… • How does he search for your services? • • • • • • • • • • Books,Periodicals Google Friend referral – Social media Professional referral What keywords will he use? What does he buy? Where does he hang out online? What does he read? What associations does he belong to? What is his preferred media to consume?
- 7. Map Your Ideal Client Buying Process: Put The Pieces Together… • Interview every client (past and present and future) and ask them how they found you. • Ask each former client what they liked best about working with you? • Ask family, friends, and colleagues how they would search for your service. • Brainstorm with a mastermind group. • Then map you marketing into their buying process so that it fits like a glove.
- 10. Keyword Search Marketing • What are your “money” keyword terms? • What is the total monthly “exact match” search volume for all of those terms combined? • Do you have a viable business model using the 1% rule? • 25,000 monthly searches = 250 clicks = 2.5 clients • Assuming average life-of-client of 1 year that equals 30 clients (12 months * 2.5 per month).
- 12. Roger’s Ranking… Page 1 Chicago Financial Planner, Financial Planner Chicago, Financial Advisor Chicago, Chicago Financial Advisor, etc.
- 14. Page 1 Rankings • Illinois Financial Planner • Financial Planner Illinois • Certified Financial Planner Illinois • Carbondale Financial Planner
- 16. CopyBlogger.Com Premise, Synthesis, Author-ity, Genesis, Scribe
- 19. 2 Step Conversion • The jump from free content to intangible service is too big. • Subscribe first. • Product ladder second. Revenue producing marketing. • • • • • • Free test drive Book(s) Membership Site / Online Course Diagnostic assessment Tools and resources Audio/Video Course
- 21. Give The Tools – Sell The Service
- 22. Podcasting
- 23. Quick Summary Traffic * Conversion = Profit • Direct • FinancialMentor.Com • TheChicagoFinancialPlanne r.com • GoodFinancialCents.Com • Indirect • Copyblogger.Com • EventualMillionaire.Com • SmartPassiveIncome.Com Be Everywhere • • • • • Article content Video on YouTube Podcast on Itunes Books on Amazon Free Resources like calculators • Speaking • Social Media
- 24. Conversion – A Deeper Look • Different client buying processes require different conversion processes. • Conversion strategies can be revenue producing thus building scalable income: • • • • Membership sites Ecourses Books Podcasts • It is easier to improve results through conversion than through additional traffic.
- 26. Key Principles Push Marketing – Old School Pull Marketing – Attraction • Trades time and money for money. • Not scalable • Expensive • No fun being pushy • No long term equity • Passive revenue – paid to market. • Build long term equity • Start with direct • Add indirect later • 2 step conversion • Build it once • Automates sales funnel • Position for the future
- 27. Beware of Half-Truths • Traffic * Conversion = Profit • People Buy From People They Know, Like, And Trust • Know Your Ideal Client Buying Process
- 28. Your Action Steps • Define your ideal client buying process (hint: there is more than one!) • Content marketing to get targeted traffic. • Test conversion (2 steps) • Multiply with “Be Everywhere”
- 29. The Choice is Yours… • If it took you 2 years to build an online marketing machine that gave you more clients than you could handle, would it be worth it? • There are only 2 reasons you don’t have more clients than you can handle: • You don’t know what to do. • You know what to do but you’re not actually doing it.
- 30. How To Have More Clients Than You Can Handle By: Todd R. Tresidder