In this webinar, Chief Evangelist of FMG, Samantha Russell, discusses:
1. Which advisor website pages are the MOST visited (and therefore are the ones you should focus your lead capture on)
2. What types of lead capture are proven to work best for advisors (with great examples!)
3. Why the design (copy and image) of your call to action is so important, and how to create one that converts
3. 🛑 STOP asking:
"What marketing tactic will work?"
🚦START asking:
"What makes my business MARKETABLE in
the first place?"
3
4. 4
➡️ Huge gap between client expectations
and services rendered
💡 Takeaways:
1️⃣ People want 1 Provider/Point of
Contact for everything.
2️⃣ So much marketing opportunity for
firms who offer Integrated Services &
Partner with other Professionals
Source: https://advisorpedia.com/research/expectations-
investors-and-advisors-have-differ/
5. Over 60% of Investors believe that
most financial advisors make the
same promises, making it hard
to tell the difference between them
5
- BNY | Pershing “Advisor Value Propositions” Report
8. Show your website, count to 5, then ask:
● What was the page about?
● What do you remember seeing?
● Who would benefit from this service?
● What action to take next?
You Have 5 Seconds To Make
a First Impression
8
9. ➡️ Copy: Who you are, what
you do, who you do it for
➡️ Image: Should reinforce the
copy
➡️ UX: Where do you want
visitors to click next?
Copy + Image + UX
9
10. No one reads a website like a book. Use
Images, icons and charts to communicate
quickly
10
11. Write HOW PEOPLE TALK!
➡️ What is the PROBLEM your
clients/customers & prospects
have?
➡️ What is the SOLUTION you
provide to that problem?
Copywriting
11
25. Calls to Action
➡️ Primary: For those ready to
move forward
➡️ Secondary: For those not
yet ready to meet with you
97% of website visitors do
NOT convert!
25
29. For highest %
Conversions,
Make CTAs
resonate with
your audience
29
➡️ Explain what someone will learn, or how they’ll benefit from taking action
➡️ Be specific and explicit! An image of what they’ll get can go a long way too
30. A Tried and True Way to
Drive Leads: Webinars
30
32. 1. Answer questions your clients + prospects have
● Allows people to get to know you
● Video + slides or video only or slides only
● Tools like Zoom make it so easy
2. Bring on other “experts” - expand your reach
● Ask guests to invite their list as well
● Make it easy for guests to share with their
network after
3. Create once, repurpose multiple times
● Allow people to watch after “on demand”
● Create clips for social media
● Put replay on Youtube (SEO)
Webinars/Virtual
Workshops
32
32
Source: https://www.kiwiwealth.co.nz/market-volatility-webinar/
Resource: https://blog.twentyoverten.com/how-to-use-webinars-to-generate-leads-for-your-
advisory-business/
34. Send THREE emails for optimal performance. Make
sure clients know they can share with friends!
● 1 week before
● 1 day before
● 1 hour before
What’s the Best Way To Get Registrants?
Source: https://danielwaas.com/how-to-increase-webinar-attendance-rates/
35. 35
Webinar Topics: What
Should you Talk About?
Timely Topics
● Pending legislation
● Quarterly Market Recaps
Niche-Specific Topics
● Specific to doctors, business owners, etc
Evergreen Topics
● Taxes
● Social security/Medicare
Source:
https://www.jclfg.com/events/social-security-basic-rules-and-
claiming-strategies
39. 39
39
Drip Email Marketing
FIRST:
● Collect prospect emails on your site
THEN:
● Email them over time valuable,
educational, TIMELY content that is
HELPFUL
● Gets even more effective if you have a
niche
42. ● Mobile App to push out breaking news
● FINRA - reviewed content
● Direct Integration with LPL for easy compliance
● New Do It For Me Program
Contact Us: Marketing@fmgsuite.com
Overwhelmed?
Need Help? We Get it!
42
43. LPL Research: Now Available on Marketing Suite
Market Outlook Weekly Commentary Midyear Outlook
Monthly
(Authored or Ghostwritten)
How do we as an industry remedy this?
🚨👉 Content Marketing 👈🚨
When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you.
And psychology tells us that the more we feel like we know someone, the more likely we are to trust them.
Content Marketing removes "fear of the unknown" and builds trust.
What other tactic can work so well (and at scale!) in this industry?
October, 2021 example from Sequoia Finacnial - on the Biden Build Back Better Plan
Alright, let’s start with what the five-second test is.
Five second tests are a method of user research that help you measure what information users take away and what impression they get within the first five seconds of viewing a design. In this case, that design is your website.
You may ask, why just five seconds? It’s long enough for a good design to communicate your primary message. Right now, there’s a growing trend for website visitors to open many sites at once, so attention to your page is reduced, which makes your design and messaging critical to getting your point across quickly.
These tests help you determine if your website visitors' first impressions of your pages are on point. So just to reiterate that point, these tests apply to only the first impressions a visitor gets.
These first impressions include answering the questions you see on the slide (read slide), ending with probably the most critical question your page can answer: what action can a visitor take next?
Let’s jump into a quick example using Beyond Your Exit’s homepage.
What does your eye jump to first?
They’re instantly addressing a pain point for business owners in their website hero image with big, bold text.
And right away they're solving:
What the problem is for their customers and prospects: Beyond Your Exit is telling you straight away they're helping business owners transition successfully away from their business.
And once they've addressed the problem, they have a big bold call-to-action helping the website visitor taking the next step in the marketing journey.
Let’s jump into a quick example using Beyond Your Exit’s homepage.
What does your eye jump to first?
They’re instantly addressing a pain point for business owners in their website hero image with big, bold text.
And right away they're solving:
What the problem is for their customers and prospects: Beyond Your Exit is telling you straight away they're helping business owners transition successfully away from their business.
And once they've addressed the problem, they have a big bold call-to-action helping the website visitor taking the next step in the marketing journey.
Bob Bob Ricard sells more champagne than any UK restaurant.
Bob Bob Ricard sells more champagne than any UK restaurant.
How do we as an industry remedy this?
🚨👉 Content Marketing 👈🚨
When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you.
And psychology tells us that the more we feel like we know someone, the more likely we are to trust them.
Content Marketing removes "fear of the unknown" and builds trust.
What other tactic can work so well (and at scale!) in this industry?
How do we as an industry remedy this?
🚨👉 Content Marketing 👈🚨
When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you.
And psychology tells us that the more we feel like we know someone, the more likely we are to trust them.
Content Marketing removes "fear of the unknown" and builds trust.
What other tactic can work so well (and at scale!) in this industry?
Bob Bob Ricard sells more champagne than any UK restaurant.
October, 2021 example from Sequoia Finacnial - on the Biden Build Back Better Plan
How do we as an industry remedy this?
🚨👉 Content Marketing 👈🚨
When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you.
And psychology tells us that the more we feel like we know someone, the more likely we are to trust them.
Content Marketing removes "fear of the unknown" and builds trust.
What other tactic can work so well (and at scale!) in this industry?
October, 2021 example from Sequoia Finacnial - on the Biden Build Back Better Plan
73% of investors like to receive updates from their advisor via email,
+ up from 66% in the 2019 survey
Weekly commentary
LPL client letter Monthly authored can be automated
Global Portfolio strategy
Turn out automation - will automatically go out to the list of your choosing
Promo Feb 28th: Great deal on website setups
CTA: if you are interested in learning more about our services, let us know in the chat and we will help you