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How to Create a Marketing Plan for Financial Advisors and Grow Your Business by 25% This Year

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Are you ready to make this year your best year ever? Get started by joining us for an exclusive workshop webinar to create your marketing plan! We'll review six steps to get started with your marketing plan including:
Your Website
Search Engine Optimization (SEO)
Email Marketing
Event Marketing
Social Media
Creating a Marketing Calendar
You'll walk away with a concrete action plan to increase new leads and referrals this year and beyond!

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How to Create a Marketing Plan for Financial Advisors and Grow Your Business by 25% This Year

  1. 1. HOW TO CREATE YOUR 2018 MARKETING PLAN & Grow Your Business by 25% This Year!
  2. 2. MY STORY • Former Investment Advisor Representative • BAin Economics, UCDavis • MBA in Marketing, UCSan Diego • Marketing Manager,FMG Suite • Founder, Indigo Marketing Agency • Author, TheLinkedIn Guide forFinancial Advisors • Instructor, TheLinkedIn CourseforFinancial Advisors • IndigoMarketingResource Center forFinancial Advisors
  3. 3. • Increasingcompetition • Downward pressure on fees • Robo advisors • Millennials • What worked inthe past doesn’t work anymore • Expensive marketing schemes waste money • Confusion, frustration & despair YOUR STORY
  4. 4. WHY I CARE
  5. 5. • How do advisors reallyget newclients? • The6 levers of marketingtoday • Finding and embracingyour specialization • How to grow yourbusiness by 25%next year • Creatingyour 2018marketingcalendar • Special gift for you! WHAT I’LL COVER TODAY
  6. 6. • Compliance • Lackof Time • ComplexIndustry • UniqueSpecialty • Different Skill Set • Lackof Technical Knowledge • Overwhelmed by Marketing MARKETING CHALLENGES FOR ADVISORS
  7. 7. • Changethe wayyou thinkabout marketingforever • Uncoverthenew marketingequation • Put youin control of your future MY GOAL TODAY
  8. 8. TURNING CONFUSION INTO SIMPLICITY
  9. 9. 1. Referrals(Friends, Family, andCoworkers) 2. BecauseThey’reaSpecialist 3. Strangersfromthe Internet(BecauseThey’rea Specialist) HOW DO ADVISORS REALLY GET NEW CLIENTS?
  10. 10. 1. Center ofInfluenceReferrals(Specialist) 2. Client Events(Referrals) 3. Seminars(Specialist) 4. WebSearchesforXYZ Service (Specialist) 5. DirectMail (Specialist) 6. Networking(Referrals) BUT WHAT ABOUT…?
  11. 11. 1. IncreaseReferrals 2. EmbraceaSpecialty(orTwo) 3. IncreaseYourWebsite’sConversion Rate HOW CAN YOU GET MORE CLIENTS?
  12. 12. 1. YourWebsite’sConversion Rate 2. YourWebsiteTraffic 3. Size& StrengthofYourNetwork 4. YourReferralRate 5. SpecialistCampaigns 6. Events& Webinars THE 6 LEVERS OF MARKETING TODAY
  13. 13. “Would you give your life savings to someone without typing theirname into Google first?” MichaelKitces YOUR WEBSITE SUPPORTS ALL REFERRALS AND LEADS
  14. 14. Traffic(Visitors) Website Leads 300 / Month 300 / Month 300 / Month 1% 3% 5% 3 9 15 YOUR WEBSITE’S CONVERSION RATE
  15. 15. Traffic(Visitors) Website Leads 300 / Month 400 / Month 500 / Month 3% 3% 3% 9 12 15 YOUR WEBSITE’S TRAFFIC
  16. 16. Size of Network ReferralsPerYear 250 500 1,000 0.01% 0.01% 0.01% 2.5 5 10 THE SIZE OF YOUR NETWORK Referral Rate (Awareness of What You Do & How You Help)
  17. 17. Size of Network ReferralsPerYear 500 500 500 0.01% 0.03% 0.05% 5 15 25 REFERRAL RATE OF YOUR NETWORK Referral Rate (Awareness of What You Do & How You Help)
  18. 18. THE STRENGTH OF YOUR NETWORK Whatpercent ofyournetworkincludesyourideal clients?
  19. 19. YOUR SPECIALIST CAMPAIGNS 6 New Clients!
  20. 20. • Valentine’s Day Lunch • 15-20 Clients • 5-8 Non-Client Guests • 2-4 New Clients EVENTS & WEBINARS
  21. 21. 100 Existing Clients Increase Website Leads = 5 Clients Increase Referral Rate (Clients) = 5 Clients Increase Referral Rate (Network) = 5 Clients Specialist Marketing Campaign = 5 Clients Events or Webinars = 5 Clients Total = 25 New Clients HOW TO GROW YOUR BUSINESS BY 25% THIS YEAR
  22. 22. BUT FIRST, LET’S FOCUS!
  23. 23. “THE RICHES ARE IN THE NICHES.”
  24. 24. “IF YOU’RE TALKING TO EVERYONE, YOU’RE TALKING TO NO ONE.”
  25. 25. • IHelp PhysiciansCatchUpforRetirementinaHurry • WeHelpIntelEmployeesMaximizeTheirBenefitsPackage • IHelp DivorceesCreateaPlanfortheirSettlement toLast aLifetime What You Do + Who You Serve + How it Benefits Them EMBRACING A SPECIALTY
  26. 26. • GetYouFromAtoBSafely • HopefullyonTime • Bonus: YourBag ArrivesToo! AIRLINES MINIMUM EXPECTATIONS VS. DIFFERENTIATION
  27. 27. • ExperiencedandCredentialed • Trustworthy • ReasonableFees • Fiduciary FINANCIAL ADVISOR MINIMUM EXPECTATIONS VS. DIFFERENTIATION
  28. 28. WHAT MAKES YOU DIFFERENT?
  29. 29. WHO DO YOU SERVE BEST?
  30. 30. INCREASING YOUR WEBSITE’S CONVERSION RATE
  31. 31. Traffic(Visitors) Website Leads 300 / Month 300 / Month 300 / Month 1% 3% 5% 3 9 15
  32. 32. MOBILE RESPONSIVE VS. MOBILE FRIENDLY
  33. 33. MOBILE RESPONSIVE DESIGN
  34. 34. INCREASING YOUR CONVERSION RATE 1. Capture Visitor’s Attention 2. Lower the Emotional Stakes 3. Offer anEasy Next Step
  35. 35. 1. YourDifferentiator 2. Seea Sample Financial Plan 3. Case Studies 4. Makeit Personal Blog or Video 5. A Call to Action ThatConverts 5 TRICKS TO A HIGH CONVERTING WEBSITE
  36. 36. 1. YOUR DIFFERENTIATOR
  37. 37. 1. YOUR DIFFERENTIATOR Whatoneurgentproblemdoyousolveforaspecificgroup?
  38. 38. • Helpingbusinessownersretirewithtruewealth. • RetirementPlanningforCRNAs. • GuidingBreastCancerSurvivorsToFinancialIndependence. 1. YOUR DIFFERENTIATOR
  39. 39. Visitor’s Reaction: Thisadvisorwill understandmyuniquesituation! 1. YOUR DIFFERENTIATOR
  40. 40. 2. SEE A SAMPLE FINANCIAL PLAN
  41. 41. WhatamIbuying? 2. SEE A SAMPLE FINANCIAL PLAN
  42. 42. 2. SEE A SAMPLE FINANCIAL PLAN
  43. 43. 2. SEE A SAMPLE FINANCIAL PLAN
  44. 44. 3. CASE STUDIES
  45. 45. • Whattypesofclientsdoyouserve? • Howdoyouhelpyourclients? 3. CASE STUDIES
  46. 46. 3. CASE STUDIES
  47. 47. 3. CASE STUDIES
  48. 48. 4. MAKE IT PERSONAL
  49. 49. 1. Virtualfirstimpression 2. DoI like andtrustthisadvisor? 3. Whatis theirmotivation? 4. MAKE IT PERSONAL BLOG OR VIDEO
  50. 50. 4. MAKE IT PERSONAL BLOG OR VIDEO
  51. 51. 4. MAKE IT PERSONAL BLOG OR VIDEO
  52. 52. 5. A CALL TO ACTION THAT CONVERTS
  53. 53. • BookYour15 MinuteQ&A PhoneCall • TakeaRiskQuestionnaire • Schedule aSocialSecurityReview Appointment • Get a ComplimentaryFinancialPlan • RequestaComplimentaryBusinessValuation • Find OutHow Much You’rePayingin 401(k) Fees 5. A CTA THAT CONVERTS
  54. 54. 1. Lower the Emotional Stakes 2. Offer anEasy Next Step (24 hoursa day) Include: 1. How YouStart Workingwith Clients 2. What Prospects CanExpect 3. What to Bring 4. Questions You’llReview 5. How to Get Started Now! GET STARTED NOW MEETING PAGE
  55. 55. • Build YourLanding Page • Explain theBenefits • Add YourCalendar Scheduler • Createa Direct Link: www.indigomarketingagency.com/2018 5. A CTA THAT CONVERTS
  56. 56. INCREASING YOUR WEBSITE TRAFFIC
  57. 57. FinancialAdvisorinYourTown FOCUS ON LOCAL SEO
  58. 58. FOCUS ON LOCAL SEO
  59. 59. ORGANIC SEARCH TRAFFIC
  60. 60. INCREASING REFERRALS FROM CLIENTS
  61. 61. THE ONE SENTENCE MY DAD USED TO ADD $2 MILLION IN AUM LAST MONTH Indigomarketingagency.com/video
  62. 62. GROWING YOUR NETWORK
  63. 63. YourEmailList +YourLinkedInConnections X ThePercentageofIdealClientsRepresented YOUR NETWORK
  64. 64. GROWING YOUR NETWORK 1. Adding Prospects & Referral Partners to Your Email List 2. Adding LinkedIn Connections
  65. 65. 1. EventsandWebinars 2. AskingforReferrals 3. SharingValuableContent 4. NetworkingwithReferralPartners 5. ActivelyUsingLinkedIn 6. Guest Blogging 7. CommunityService 8. Automating 9. Outsourcing GROWING YOUR NETWORK
  66. 66. INCREASING REFERRALS FROM YOUR NETWORK
  67. 67. INBOUND MARKETING Help people find you when they need you most.
  68. 68. CONTENT THAT EARNS ATTENTION • Valuable • Current • Educational • Entertaining • Feels “Gift Like”
  69. 69. ANSWERS THEIR MOST PRESSING QUESTIONS!
  70. 70. • Position you as the subject matter expert • Give away 90% of what you know • Prompt specific questions • Start the conversation GOALS OF CONTENT MARKETING
  71. 71. STAY TOP OF MIND WITH EMAIL MARKETING
  72. 72. • Over 90% ofU.S.consumerscheck their email every day • Up to70% ofadvisors’leadscome fromemail marketing • Emailup toonceaweek tostaytopof mind EMAIL MARKETING
  73. 73. SUPERCHARGE WITH SOCIAL MEDIA
  74. 74. WHY SOCIAL MEDIA
  75. 75. SHARE CONTENT DAILY
  76. 76. TARGET YOUR IDEAL PROSPECTS
  77. 77. TRACK YOUR PROGRESS
  78. 78. CREATING YOUR SPECIALIST MARKETING CAMPAIGN
  79. 79. Specialization by Employer. SPECIALIST MARKETING CAMPAIGN EXAMPLE
  80. 80. EVENTS & WEBINARS • Events = Client Referrals • Webinars = New Specialty Leads
  81. 81. SPECIALIST WEBINARS
  82. 82. CREATING YOUR MARKETING CALENDAR • Onepieceof content eachmonth • Share on your website,by email,and on social media Typesofcontent: • Personal • ReferralTargeting • Timely Topics • SpecialistContent • EventPromotion • ClientEducation
  83. 83. YOUR 2018 MARKETING CALENDAR January WhyI Becamea Financial Advisor February What We Do &How WeCan Help March Does Someone YouKnow Need OurHelp? April YouCanNow Schedule an Appointment Online! May CaseStudies of Clients We’veRecentlyHelped June Please Join Usfor OurClient Appreciation Event (RSVP Now) July See a Sample Financial Plan (And Sharewith YourFriends) August Exclusive Specialist Report (Download Now) SeptemberPlease JoinUs for Our Exclusive Webinar (RSVP Now) October TakeOur 2018Client Survey November Financial Actions to TakeBefore theEnd of the Year December What WeAre Grateful For ThisYear(Happy Holidays)
  84. 84. CUSTOMIZE YOUR STRATEGY
  85. 85. Indigo Marketing Academy indigomarketingagency.com/academy • Your2018MarketingCalendar • ExclusiveBlog PostTemplates • Courses • Webinars • How-ToVideos HOW TO DIY
  86. 86. Your2018Marketing Plan • Search EngineOptimization ($875) • Social MediaProfile SetUp($250) • Email Marketing SetUp($250) • OneYear of Custom Content Marketing ($6,000) • OneCustom Whitepaper Report ($450) TotalValueof $7,825 - YouPayOnly$6,900(Save$925) Just$1,500 setup and$450 per month Indigomarketingagency.com/2018 HOW TO OUTSOURCE
  87. 87. CONNECT WITH ME ON LINKEDIN Linkedin.com/in/claireakin

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