1.
HOW TO CREATE
YOUR 2018
MARKETING PLAN
& Grow Your Business by 25%
This Year!

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.
• 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.
WHY I CARE

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.
• Compliance
• Lackof Time
• ComplexIndustry
• UniqueSpecialty
• Different Skill Set
• Lackof Technical Knowledge
• Overwhelmed by Marketing
MARKETING CHALLENGES
FOR ADVISORS

7.
• Changethe wayyou thinkabout marketingforever
• Uncoverthenew marketingequation
• Put youin control of your future
MY GOAL TODAY

8.
TURNING CONFUSION INTO
SIMPLICITY

9.
1. Referrals(Friends, Family, andCoworkers)
2. BecauseThey’reaSpecialist
3. Strangersfromthe Internet(BecauseThey’rea Specialist)
HOW DO ADVISORS REALLY GET
NEW CLIENTS?

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.
1. IncreaseReferrals
2. EmbraceaSpecialty(orTwo)
3. IncreaseYourWebsite’sConversion Rate
HOW CAN YOU GET MORE
CLIENTS?

12.
1. YourWebsite’sConversion Rate
2. YourWebsiteTraffic
3. Size& StrengthofYourNetwork
4. YourReferralRate
5. SpecialistCampaigns
6. Events& Webinars
THE 6 LEVERS OF MARKETING
TODAY

13.
“Would you give your life savings to someone without typing theirname
into Google first?”
MichaelKitces
YOUR WEBSITE SUPPORTS ALL
REFERRALS AND LEADS

14.
Traffic(Visitors) Website Leads
300 / Month
300 / Month
300 / Month
1%
3%
5%
3
9
15
YOUR WEBSITE’S CONVERSION RATE

15.
Traffic(Visitors) Website Leads
300 / Month
400 / Month
500 / Month
3%
3%
3%
9
12
15
YOUR WEBSITE’S TRAFFIC

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.
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.
THE STRENGTH OF YOUR
NETWORK
Whatpercent ofyournetworkincludesyourideal clients?

19.
YOUR SPECIALIST CAMPAIGNS
6 New
Clients!

20.
• Valentine’s Day Lunch
• 15-20 Clients
• 5-8 Non-Client Guests
• 2-4 New Clients
EVENTS & WEBINARS

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.
BUT FIRST, LET’S FOCUS!

23.
“THE RICHES ARE IN THE
NICHES.”

24.
“IF YOU’RE TALKING TO
EVERYONE, YOU’RE
TALKING TO NO ONE.”

25.
• IHelp PhysiciansCatchUpforRetirementinaHurry
• WeHelpIntelEmployeesMaximizeTheirBenefitsPackage
• IHelp DivorceesCreateaPlanfortheirSettlement toLast aLifetime
What You Do + Who You Serve + How it Benefits Them
EMBRACING A SPECIALTY

26.
• GetYouFromAtoBSafely
• HopefullyonTime
• Bonus: YourBag ArrivesToo!
AIRLINES
MINIMUM EXPECTATIONS VS.
DIFFERENTIATION

27.
• ExperiencedandCredentialed
• Trustworthy
• ReasonableFees
• Fiduciary
FINANCIAL ADVISOR
MINIMUM EXPECTATIONS VS.
DIFFERENTIATION

28.
WHAT MAKES
YOU
DIFFERENT?

29.
WHO DO YOU SERVE BEST?

30.
INCREASING YOUR
WEBSITE’S
CONVERSION
RATE

31.
Traffic(Visitors) Website Leads
300 / Month
300 / Month
300 / Month
1%
3%
5%
3
9
15

32.
MOBILE RESPONSIVE VS. MOBILE
FRIENDLY

33.
MOBILE RESPONSIVE
DESIGN

34.
INCREASING YOUR CONVERSION RATE
1. Capture Visitor’s Attention
2. Lower the Emotional Stakes
3. Offer anEasy Next Step

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.
1.
YOUR DIFFERENTIATOR

37.
1. YOUR DIFFERENTIATOR
Whatoneurgentproblemdoyousolveforaspecificgroup?

38.
• Helpingbusinessownersretirewithtruewealth.
• RetirementPlanningforCRNAs.
• GuidingBreastCancerSurvivorsToFinancialIndependence.
1. YOUR DIFFERENTIATOR

39.
Visitor’s Reaction:
Thisadvisorwill understandmyuniquesituation!
1. YOUR DIFFERENTIATOR

40.
2.
SEE A SAMPLE FINANCIAL
PLAN

41.
WhatamIbuying?
2. SEE A SAMPLE FINANCIAL PLAN

42.
2. SEE A SAMPLE FINANCIAL PLAN

43.
2. SEE A SAMPLE FINANCIAL PLAN

44.
3.
CASE STUDIES

45.
• Whattypesofclientsdoyouserve?
• Howdoyouhelpyourclients?
3. CASE STUDIES

46.
3. CASE STUDIES

47.
3. CASE STUDIES

48.
4.
MAKE IT PERSONAL

49.
1. Virtualfirstimpression
2. DoI like andtrustthisadvisor?
3. Whatis theirmotivation?
4. MAKE IT PERSONAL BLOG OR VIDEO

50.
4. MAKE IT PERSONAL BLOG OR VIDEO

51.
4. MAKE IT PERSONAL BLOG OR VIDEO

52.
5.
A CALL TO ACTION
THAT CONVERTS

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.
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.
• Build YourLanding Page
• Explain theBenefits
• Add YourCalendar Scheduler
• Createa Direct Link:
www.indigomarketingagency.com/2018
5. A CTA THAT CONVERTS

56.
INCREASING YOUR
WEBSITE TRAFFIC

57.
FinancialAdvisorinYourTown
FOCUS ON LOCAL SEO

58.
FOCUS ON LOCAL SEO

59.
ORGANIC SEARCH TRAFFIC

60.
INCREASING
REFERRALS
FROM CLIENTS

61.
THE ONE SENTENCE MY DAD USED
TO ADD $2 MILLION IN AUM LAST
MONTH
Indigomarketingagency.com/video

62.
GROWING YOUR
NETWORK

63.
YourEmailList
+YourLinkedInConnections
X ThePercentageofIdealClientsRepresented
YOUR NETWORK

64.
GROWING YOUR
NETWORK
1. Adding Prospects & Referral Partners to
Your Email List
2. Adding LinkedIn Connections

65.
1. EventsandWebinars
2. AskingforReferrals
3. SharingValuableContent
4. NetworkingwithReferralPartners
5. ActivelyUsingLinkedIn
6. Guest Blogging
7. CommunityService
8. Automating
9. Outsourcing
GROWING YOUR NETWORK

66.
INCREASING
REFERRALS
FROM YOUR
NETWORK

67.
INBOUND
MARKETING
Help people find you when they need
you most.

68.
CONTENT
THAT
EARNS
ATTENTION
• Valuable
• Current
• Educational
• Entertaining
• Feels “Gift Like”

69.
ANSWERS
THEIR
MOST
PRESSING
QUESTIONS!

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.
STAY TOP OF
MIND WITH
EMAIL
MARKETING

72.
• Over 90% ofU.S.consumerscheck their email every day
• Up to70% ofadvisors’leadscome fromemail marketing
• Emailup toonceaweek tostaytopof mind
EMAIL MARKETING

73.
SUPERCHARGE
WITH SOCIAL
MEDIA

74.
WHY
SOCIAL
MEDIA

75.
SHARE CONTENT DAILY

76.
TARGET YOUR IDEAL PROSPECTS

77.
TRACK YOUR PROGRESS

78.
CREATING YOUR
SPECIALIST
MARKETING
CAMPAIGN

79.
Specialization by Employer.
SPECIALIST MARKETING
CAMPAIGN EXAMPLE

80.
EVENTS
&
WEBINARS
• Events = Client Referrals
• Webinars = New Specialty Leads

81.
SPECIALIST WEBINARS

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.
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.
CUSTOMIZE
YOUR
STRATEGY

85.
Indigo Marketing Academy
indigomarketingagency.com/academy
• Your2018MarketingCalendar
• ExclusiveBlog PostTemplates
• Courses
• Webinars
• How-ToVideos
HOW TO DIY

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.
CONNECT WITH ME ON LINKEDIN
Linkedin.com/in/claireakin