Financial Advisor Training - Using Facebook & Linked In To Get Leads

Financial Advisor Training - Using
Facebook & Linked In To Get Leads
By: Jason Hornung – President
Jason Hornung Agency, Inc.

Financial Advisor Training - Using Facebook &
Linked In To Get Leads
Below you will find the transcript of a financial advisor
training session I conducted with my client Robert Eldridge
out of Las Vegas.

He's in the process of just launching his initial marketing
campaign to test out the offer he created to generate cash
value life insurance leads online using my Agent's Lead
Machine system.

If you are considering building out your own lead funnels
online, this insurance training is crucial to your success.
You can get the same financial advisor training through my
program and my direct help just like Robert does.
http://lifeinsurancemarketing.info/

Jason: All right, cool. So what do you want to talk about
today?
Robert: Obviously the Facebook stuff.
Jason: Okay.
Robert: I just started like a day-and-a-half ago, two days
ago. And I want to kind of give you what I’m looking at right
now.
Jason: Okay.


Robert: So let me know what you want me to read off, I
logged in the back of Facebook.
Jason: Sure. Well, why don’t you tell me what you’re getting
for clicks and your cost per click.
Robert: Okay.
Jason: And kind of what your conversion rate, or your, yeah,
your click-through rate is?
Robert: Okay. Right now I’ve got 93 clicks.


Jason: Okay.
Robert: The click-through rate is .024.
Jason: Okay.
Robert: And I spent $98.47, which comes out to
$1.06 per click.
Jason: Okay. And how many people have you
had opt in on your squeeze page?
Robert: None.

Jason: What did you say?

Robert: None. Zero.

Jason: None. Zero. Okay. All right.

Robert: Now, that could be a **** too, but, I
don’t know.


** Financial advisor training note **
It is NOT uncommon to have little to no results
on your initial test, especially when you are
putting out a brand new offer like Robert did.

93 clicks is also not enough data to have a
statistically valid test either.


Jason: No, that’s, you know, that certainly isn’t out of the realm of
possibility. Did you set up the Google analytics on your account?
Robert: No, I haven’t done that.
Jason: Okay.
Robert: Let me just grab a piece of paper here. Okay. All right. So just
type in Google analytics and then put in the capture, squeeze page
URL?


Jason: Well, so first off, you want to pause that ad that you’re running
right now, pause your campaign.
Robert: All right, I’m pausing it right, I just did it, okay.
Jason: Yeah, you should’ve had at least, you know, at least one person
opt in by now. I mean, you know, you’re looking for, you know, at
minimum you want to have a 10% opt-in rate, and even at that, even
at that level, you know, the economics aren’t going to really make
sense on the campaign. The campaign’s not performing in the way
that you want it right now.


Robert: Right, right.
Jason: So what we need to, the reason I asked about the
Google analytics is because we need to understand what
people are doing when they hit their page, so you can
strategically decide what you’re going to do to enhance
that conversion and get people to start opting in.
Robert: Okay.


Jason: So what you’ll have to do is actually set up a
Google analytics account, so if you just Google “Google
analytics,” you can set up an account for free. If you
already have like a Google profile on a Gmail account or
any email, you can just log in with that and it’ll create the
account.
Robert: Okay.


Jason: And just walk through the steps with putting in
your domain. Once you have that set up, what you need
to do is go into the back end of the Wordpress site we put
up for you.

Robert: Okay.

Jason: And on the left-hand side, there’s a link for
plugins.

Robert: All right, hold on, Wordpress, okay, plugins, okay,
yeah. Plugins, yep.
Jason: And you want to do “add new.”
Robert: Okay.
Jason: And then search for one called “Google
Analyticator.”
Robert: Google Analyticator?

Jason: Yeah, it’s a free plugin. And, you know, upload and install that plugin
and then activate it. And then from your Google analytics account in the
admin area, there’s a link for tracking code, and they show you how, I mean,
when you upload the plugin, it’ll tell you step-by-step how you get this
tracking code. So once you have the plugin installed and your account set up,
you just grab this, you just copy and paste this little piece of tracking code
into a specific spot on the plugin where they’ll show you where to put it. I
mean, it sounds complicated, but it’s actually really easy.

Robert: Okay.


Jason: And when you do that, what it’ll do is it will install
Google analytics across your entire site. And then you’ll
be able to log in on your Google analytics account and
you’ll be able to see really important data, like how long
people are staying on your site and, you know, what
pages they’re leaving from and stuff like that.
Robert: Okay.


Jason: So what you’re trying to ascertain is, you
know, how long are people, when they hit that
page, how long are they staying on there? Are
they watching your whole video, you know?
Robert: Yeah.

It is absolutely imperative with online marketing (or any
marketing for that matter) to have systems in place for
tracking and analyzing your campaigns.
Otherwise, you have no idea why things are/are not working
and what you can do to change or improve that.
The beauty about online marketing is you can easily get more
information than any other marketing medium - and you can
use free systems to do that!


Jason: Because if they’re staying **** time to watch the
whole video, then what it’s telling you is the offer isn’t strong
enough for them to give you their email address.
Robert: Okay.
Jason: So then you need to adjust your offer. If they’re hitting
the page and they’re bouncing off in like a few seconds and
not even staying long enough for your video, then your video’s
not engaging enough.

Robert: Okay. That’s probably what it is.
Jason: Another thing you might want to try to is, we got
to probably test, I think we have the video on auto play
right now, I don’t know if, when you hit the page, does
the video start playing immediately? I forget.
Robert: I can tell you right now.
Jason: Yeah, here I got—


Robert: It does.
Jason: Okay. On mine you got to hit the play button.
Robert: Oh, really?
Jason: Yeah.
Robert: Because when I did it, it just started, okay. That’s
weird.
Jason: Let me re-try that. Yeah, I refreshed it.


Robert: That’s weird, because when I do it, I’ve done it from a
couple different computers I was working on, and it starts every
time I do it, it plays.

Jason: Oh, you know what? I’m on the home page, that’s why.

Robert: Yeah, it’s /Will You Retire with the hyphens in.

Jason: Yeah, I forgot about that. Okay, yep. All right. So you may
want to test changing that out so that it’s not on auto play, too.


Robert: Okay. So how do I do that.
Jason: Yeah, that’s going to be in the code. When
you’re in the back end of Wordpress, if you go onto
this page, and in the editor, if you click on the HTML
tab, you’ll be able to view the YouTube embed code
that’s in there.
Robert: Okay.

Jason: And there’s a command prompt that we inserted
into the code where it’s after the video URL it has an “and”
symbol and then it says, “auto play” next to it?

Robert: Oh, okay. Okay.

Jason: If you remove that command prompt, it’ll turn the
auto play off. It gets put in two different places within that
embed code, so you got to remove it from both places.

Robert: So I would **** the whole auto, the command and
the auto play code?

Jason: Yeah. So it’ll be within quotation marks, so it’ll say
quotation, an “and” symbol, and then auto play, quotation.

Robert: Okay.

Jason: Just remove that whole command prompt, which
would be the quotation marks and all that text inside of it.

Robert: Okay.
Jason: And it’s in two spots you have to remove it from.
Robert: Okay.
Jason: A lot of people on Facebook, you know, what’s
happening is they’re looking at it at work, and so
sometimes the auto play, if it comes on, it’ll freak them
out and they’ll pop off your page right away.


You have to understand the mindset of the
person you are advertising to on a specific
medium.

For example: The way people react on Facebook
is going to be completely different than when
they are doing a Google search.


Robert: Oh, yeah, okay. Okay.
Jason: That’s something to test out, too.
Robert: Yeah, I’ll definitely test that out. All right. So the first
thing to do when I get back this afternoon, go to Google
analytics, set up an account, and then go into Wordpress, go
into Wordpress and search Wordpress for the Google
Analyticator, and then get that tracking code from Google
analytics, insert it into that, on that, yeah. Yeah, okay.

Jason: Yep. Yep, you got it.

Robert: All right, cool. Well, yeah, I’ll see if it works, but I was just, it’s
been kind of crazy, I’m like, man, you know? But, you’re right, there’s
just so many ways to test this thing and at the end of the day I might
have to start over, you know, it’s like, “Ah!” But that’s cool.

You know what I did is I actually added, before we even started, I went
through a lot of my YouTube videos and I added that URL on it and I
actually got a couple people from my YouTube videos that subscribed.


Jason: Oh, okay.

Robert: So that’s kind of cool.

Jason: Cool.

Robert: Yeah, yeah. You know, like reinvent the wheel. And what’s
funny is on my annuity website, even on my YouTube videos, the top
ten videos on my YouTube videos, six of them are life insurance. So,
you know, I’m sitting there going, okay, if this doesn’t tell me I’m
headed in the right direction, I don’t know what is.


I spent two-and-a-half years building out my annuity stuff, but then my life

insurance stuff on that website is outperforming. So I went through every

single account and I added the URL to my YouTube videos in the description,

and I’ve got two people that signed up. Yeah, that’s pretty cool. And that was

absolutely free.

Jason: Well, you know, another thing, too, I would’ve expected that you

would have had about 10 opt-ins to your list out of those 100 clicks, and

that’s why, you know, since you haven’t, I’m suggesting you look at this stuff.


So what you’re going to need to do is reopen the
campaign once you have the analytics stuff
attached and probably let it run for another 100
clicks or so and see what you’re getting for that
data.
Robert: Okay.
Jason: Because another weird phenomenon when
you’re doing paid media and stuff like this is, you’ll
see different results when you have a larger set of
data to look at.

Because when people will start seeing a new offer
for the first time, you know, they’ll see your ad,
they’ll click on it, they’ll check it out, but what ends
up happening is, you know, people will opt-in if they
keep seeing the ad, they’ll come back, and they’ll
end up opting in.
Robert: Yeah.
Jason: So your data will change.
Robert: Right, right, okay. Just like the newspaper
ads for businesses, you know?

Robert: Yeah.

Jason: So your data will change.

Robert: Right, right, okay. Just like the newspaper ads for
businesses, you know?

Jason: Yep.

Robert: It’s like, “Oh, I’ve been in there for years, you know,
and that’s why I’m here.” Oh, okay. Okay.


Jason: And that’s the real danger in making assumption based off of
low amounts of data, because I know you got to balance that whole
thing of, “Well, crap, I spent 100 bucks, I haven’t gotten anything yet,”
against, you know, it’s still really not enough data to make any
assumptions for certain on, you know, what’s wrong with the whole
funnel yet, if there is anything wrong. Because, I mean, we don’t even
know, I mean, if you ran it for 1,000 clicks exactly the way it is, you
could end up having, you could still end up having 250 people opt
in. And I think you’d consider that to be a pretty big success.


Robert: Well, yeah, exactly. I mean, like I said, I mean, I need to hook
up the analytics anyway and change the YouTube thing which after
that it’s just, you know, maybe my offer’s not strong enough after that.
Jason: Correct.
Robert: Yeah, so basically you’re just saying to tweak it a little bit, get
some more data, tweak it again, keep tweaking it, and then hopefully
it works. Yeah. I wasn’t expecting, personally, I wasn’t expecting a
whole lot to begin with because I figured, you know, I’d have to tweak
it somehow, so. No worries. Okay.


This is really the secret to making online marketing
work. Test, tweak, refine. It's a continual
process. If your expectation is to put something up
and have it work like gangbusters right away, you
are in for a serious heartbreak.

That's why you're frustrated with every marketing
system you've tried or used that isn't just buying a
lead. Because this testing, tweaking and refining
process applies across every marketing medium.

Jason: Yep. So we’ll get it for you and that’s really the
thing, is getting, it’s just, you know, you got to stick with it
and get that offer to work and once it works, I mean, it’s
just set it and forget it basically.
Robert: Yeah, that’s what I’m looking for. And I got a guy
in Charlotte and one in Dallas that I’m going to, once this
works, I’m going to start advertising in those areas for
these guys, and just make them partners.

Jason: Cool.

Robert: Yeah, and just make them partners. They’re pretty
happy. I’m like, “Well, let me just tweak it to the next month or
so, then I’m going to learn more traffic ideas anyway,” so, you
know, I’m going to have a lot of stuff I’m going to be learning in
the next couple months.

Jason: Do you do anything on LinkedIn at all?

Robert: No. No, not really.

Jason: Okay. I haven’t done any advertising on LinkedIn or
Google. I’m just, just like everybody else, I’ve done Facebook
a little bit, but I understand, to me, Facebook’s probably more
of like the base in my mind, because I can target market my
local area. And then all the other different ways to get leads
that you’ll probably end up showing me down the road, you
know, I understand now, you know, I need to get my feet wet
with this.


Jason: Absolutely.

Robert: And so, like I said—

Jason: The reason I ask is I’ve been tinkering around with
doing some stuff that you can do for free on LinkedIn.

Robert: Okay.

Jason: That’s been working really well for getting out offers.

Robert: Oh, wow.

Jason: Yeah, and what I’ve been finding, too, is I get
better conversion with people on LinkedIn because
business owners are more serious and they’re
easier to, you know, do business with online than
consumers are. You know, like more business-
minded professional people.
Robert: Yeah, yeah.

Jason: So if that’s something you wanted to try, you
know, sending traffic through that method instead
of picking back up the Facebook campaign to, you
know, see if you are getting opt-ins, you know, if the
offer’s working, it might make more sense than, you
know, dumping a bunch of money in on Facebook
to find that out.


Robert: Yeah. I’m definitely open to it. The nice thing is since
I got you, I don’t have to do a lot of the guesswork. So if that’s
what you’re saying, I’m all on board, because it’s not just me,
you know, doing something on my own, you know what I
mean? So if that’s what you’re saying, you know, shoot me an
email or whatever, I should start doing that in the next couple
days and I’ll get that up and running.
Jason: Okay. Okay.


If you can find different avenues to test your
offer in mediums that don't cost money for the
traffic, that is always best.


Robert: And either way, I still got to add the
analytics and change a couple things on this
Facebook stuff anyway. So it doesn’t matter, I still
got to do that regardless of which way I go. I might
even do a combination of both, who knows, you
know? I mean, **** today, I’m open to all
opportunities to get people to opt in.


Jason: Yeah. The only drawback to the LinkedIn one is, you know,

you can’t geotarget it. But basically how it works is you build a

LinkedIn profile and then you go and join as many groups as you

possibly—because they have these groups of people that are on

there. And you go and you join all of these groups that are related to

the market that you’re going after and then you just make a posting

in that group each day that has something relevant that they’re

interested in, and then you have a link that goes over to your site.

Robert: Oh, so you like a whole new profile.
Jason: Yeah, so you just put your own, your own LinkedIn
profile, right? If you don’t have one already.
Robert: Yeah, I have one already, but you’re **** a
separate one on this one, right?
Jason: No. No, just use your existing profile.
Robert: Oh, okay.

Jason: Yeah, and you just go in there and you join a bunch of
groups for, you know, the market you’re going after. So, for
example, when I, you can do like a search on groups on
keywords, and so I just did a search on insurance and there’s, I
mean, there’s all kinds of insurance groups, there’s like groups
for people selling insurance, leads on LinkedIn, I mean, there’s
insurance agent groups, there’s all these people that meet my
target market.


And so I just signed up for all those groups and then I have a virtual
assistant doing this, but he goes in there each day, because once a
week I write five postings for him to put on there where I’ve got
some kind of unique, interesting thing that’s related to my
offer. And I have him go in and post those, those things daily on
each of the groups. It takes him about 30 minutes to do it, but we
get anywhere from 70 to 150 visitors a day to our website with that
method. And it’s all free.

Robert: So I wonder what group I should, I mean, from a retail
perspective, I wonder which groups I should join. Obviously
it’s not insurance agents, you know?
Jason: Well, I mean, if there’s like a certain kind of business
owner that you work well with that you’d want to go after,
that’s one easy way to get it. If there’s, you know, look at the
people that you’ve done business with and you’ll find some
commonalities.


Like there’s crazy groups in there, like there’s one for
people in California that enjoy stand-up paddle
boarding. You know? Like maybe you’ll find that a lot of
your clients really enjoy paddle boarding or hiking or, you
know, maybe they’re dirt bike riders. And, you know,
there’s all kinds of different groups like that that you can
join and show some affinity to them and get them to
come over to your site.


• Robert: Right. Okay. Well, I tell you what, I’ll work on
this other stuff, if I get caught up in anything kind of
crazy, I’ll just email you and let you know, “Okay,
where’s this code again, you know?”
• Jason: Okay.
• Robert: Because I’ll have to get that set up.
• Jason: Right.


Robert: And then once that’s set up, in the meantime, I’ll start looking

today and tomorrow and the different groups. Because I belong to a ton

of groups on LinkedIn and a lot of them, well, not so much any more, but

they used to be insurance related when I was a wholesaler. And right

now, it’s not that, so it’s mostly just retail stuff. So I’ve kind of switched

my groups around. But let me see how many groups I’m in. Yeah, medical

professionals, corporate lawyer network, cosmopolitan connections,

European jobs, yeah, a lot of insurance groups.


…Las Vegas networking, Mustang enthusiasts, New York Yankees fan
club.

Jason: Yeah! I mean, those are all groups that you could post that
stuff to. I mean, especially the ones where they’re interested in
something that is expensive, because you know they got money and
they’re interested in this kind of stuff that you’re promoting.

Robert: Yeah, yeah. Okay. Well, yeah, I’ll start going through that kind
of figuring out—I’m going to try to find some local business groups, I
think, see where that takes me.

Jason: Okay. Cool.

Robert: So, all right, so, man, I appreciate your time today, and then like

you said, I’ll start working on this on the next day or so, and if I get stuck,

I’ll just simply email you, maybe you can, you know, help me out.

Jason: Perfect.

Robert: And then I’ll start with looking at these groups and redo those

Facebook ones. I’m still going to go with Facebook, too, I just, because I

want to make sure it’s working anyway.

Jason: Yeah, absolutely. I just wanted to throw that
out, this LinkedIn thing, out there for you since it’s
been working really well for me and it’s a way to
kind of get stuff going without having to spend a
whole bunch of money.
Robert: Right, right. All right, bud, I appreciate it,
thank you so much. You have a good day!

Jason: Cool, thanks. You, too, Robert.

Robert: All right, Jas, bye-bye.

Jason: All right, bye-bye.


I hope you enjoyed this financial advisor training
session with my client Robert Eldridge.

I'm sure you can see that insurance marketing
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