According to the Huffington Post the financial industry is leading the way in content marketing in order to generate new leads and enhance business - but many advisors are wondering what's the fuss all about.
Join us as we explain what content marketing is, how it can benefit your firm and how you can create valuable content with a real ROI.
This presentation covers:
-What content marketing is and how you can use it
-How to target your ideal client using content
-Strategies to create and share valuable content
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6 Ways #FinServ Can (& Should) Master Content Marketing
1. 6 ways FinServ can (& should)
Master Content Marketing
Presented by:
Phil Laboon, ClearSky SEO
Loic Jeanjean, Advisor Websites
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2. FREE
WHITE
PAPER
Add white paper slide
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3. SPEAKERS
Loic Jeanjean
Director of Sales & Marketing
Advisorwebsites.com
Welcome
Phil Laboon
President/CEO
ClearSky SEO
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4. CONSUMER BEHAVIOR IS CHANGING
% OF DIRECT MAIL NEVER
OPENED
% OF PEOPLE
WHO SKIP TV ADS
86
Welcome
Questions
Statistics
44
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5. GOOGLE IS THE NEW YELLOW PAGES
% OF PEOPLE WHO DO
INTERNET SEARCH
9
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6. WHAT ARE THEY LOOKING FOR ONLINE?
68
%
68%
Welcome
spend time reading content from a
brand they are interested in.
[The CMA]
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7. A SIMPLE MODEL FOR SUCCESS
Traffic
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Conversion
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Measurement
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8. AGENDA
๏ฎ
What is content marketing?
๏ฎ
Targeting your ideal client
๏ฎ
Master content marketing in 6 steps
๏ง Articles, Q&A, video, podcasts, images/infographic, slide
sharing
๏ฎ
Next steps
Welcome
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12. WHAT IS CONTENT MARKETING?
Creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience โ with the objective of
driving profitable customer action.
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14. STEP #1:
ID YOUR IDEAL CLIENT
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15. WHO DO YOU WANT TO WORK WITH?
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16. DEVELOP YOUR CLIENT PERSONAS
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17. STEP #2:
CREATE VALUABLE CONTENT
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18. Jeff uses his blog to answer
frequently asked questions
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19. All these
companies
pay for
results
Here we see
Retirement
Jock: ranked
number 2
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20. CREATE AN EBOOK
Wealthy Doctor Guide: Ten
Financial Planning Strategies Every
Physician Needs to Know
A step by step guide for powerful financial
planning
โข
โข
โข
A step by step guide for
powerful financial planning
Will I outlive my Assets?
Can I afford to Retire?
Can I maintain My Standard Of Living?
Description
Welcome
Wealthy Doctor
Financial
Planning Guide
Questions
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Form
Cover of e-book
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21. WANT TO CREATE YOUR OWN CONTENT?
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25. EDITORIAL CALENDAR
Date
Topic
Friday, February 7
Saving for college
Thursday, March 13
3 tips for retiring couples
Tuesday, April 1
What are annuities?
Wednesday, May 1
Thursday, June 19
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28. Social sharing quick tips
๏
๏
๏
๏
๏
Add social sharing buttons to content
Include a quick description and link
Post regularly to keep readers engaged
Allow and encourage friends & followers to share your content
Ask for feedback
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30. Phone number
is on every
page an easy
to find
Clear call to
action
Professional
photo, simple
clear message
Simple
introduction
to firm
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Schedule a
consultation
steps
31. STEP #6:
TRACK YOUR PERFORMANCE
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32. THINGS TO MEASURE ON EVERY SITE
Dec 2012
Jan 2013
3135
4455
Requests for meeting
11
20
White Paper 1
9
19
White paper 2
7
32
Newsletter sign-ups
1
2
Total Leads
28
73
WEBSITE TRAFFIC
PROSPECTS
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33. ADVISOR WEBSITES + CLEARSKY SEO
We make it easy
Welcome to the
Big Leagues!
๏ฎ
๏ฎ
๏ฎ
Our clients love the platform
we scored 9.6/10 for
customer support
๏ฎ
Weโre great and getting
better: weโre always adding
new features
Experience working with advisors
๏ฎ
We help you win online:
youโll be found, convert
prospect into clients and see
your success.
Customized for the financial
industry
๏ฎ
Emphasis on your local market
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Designed with your busy schedule
in mind
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Speaker introductionSay your roleYears experience, or sites launched, or sites auditedโฆWill be published in Financial Magazine
Traditional marketing doesnโt work any more, people skip tv ads. Direct mail is no longer effective. Example, I open mine over the garbage.Consumer behavior is changing โ advertising is more challenging than everThere is more than 500,000 advisors in the US. So how do consumers choose a financial advisor from this large pool of candidates?โPerhaps the better question is, how do you find them?โ
UPDATE: 91% OF AMERICANS TO RESEARCH ONLINE BEFORE MAKING A BUYING DECISIONAsk co-presenter how what percentage they think do online research?Speak to this statTell people what the poll answer wasThereโs a correlation between wealth and online research, the more you make, the more time you spend online
One of the tenants of good content marketing is that itโs actually worth reading. Whether thatโs from simply skimming a top 10 list or an in-depth blog post, it has to be good.78% of of consumers believe that organizations providing custom content want to build good relationships. [TMG Custom Media]7 in 10 consumers prefer to learn about a company through articles, not ads. [Marketing Tech Blog]
Hereโs a simple formula that can be applied to all site:Traffic: which is people visiting your site. Perhaps they Google your nameConversion: Once they arrive at your site itโs important to have goals identified: what do you want your visitor to doMeasurement: you should look at to see if youโre site is achieving your objectives
Content marketingโs purpose is to attract and retain customers by consistentlyย creating and curating relevant and valuable content with the intention of changing orย enhancing consumer behavior. It is anย ongoing process that is best integrated into yourย overall marketing strategy, and it focuses on owning media, not renting it. Basically, content marketing is the art of communicating with your customersย and prospects without selling.Benefits of Content marketing:Expert-statusConnect & engage your target audienceCreate visibility of your brandDrive trafficGenerate leadsBuild trustClient loyaltyThought leadershipSEO
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
To really understand the buyers youโre targeting, itโs critical to take the time to construct corresponding personas, i.e., detailed profiles of those buyers made up of a combination of demographic and behavioral information. Those personas should clearly illustrate who your buyers are, which pain points they share, which factors they care about the most, and where they stand in the buying process. Doing so is often the most important step toward ensuring that the content you create will resonate with your audience. To build those personas, you need to do some research.Demographic information, including:Job title, role, and responsibilitiesDepartmentCompany sizeIndustryLocationBudgetBehavioral information, including:Motivating factorsExpectationsConcerns and pain pointsRole in the purchasing processUnderstanding of your products and servicesNeeds met to ensure a purchase
To really understand the buyers youโre targeting, itโs critical to take the time to construct corresponding personas, i.e., detailed profiles of those buyers made up of a combination of demographic and behavioral information. Those personas should clearly illustrate who your buyers are, which pain points they share, which factors they care about the most, and where they stand in the buying process. Doing so is often the most important step toward ensuring that the content you create will resonate with your audience. To build those personas, you need to do some research.Demographic information, including:Job title, role, and responsibilitiesDepartmentCompany sizeIndustryLocationBudgetBehavioral information, including:Motivating factorsExpectationsConcerns and pain pointsRole in the purchasing processUnderstanding of your products and servicesNeeds met to ensure a purchase
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
Blogging positions you as an expertCreates a reason for people to come back time and againInvolvement in local charities, client luncheon, special announcementsBlog is a great way to talk with prospects
Website that Blog receive 55% more trafficAnd 57% of marketing received a lead through blogging
This concept is very transferableIf for instance you were targeting retiring couples, all you need to do is change the headline, the cover of the e-bookAnd youโre set for a new marketResults:A prospective client gets a great piece of information. Youโve built a good relationship and credibility.You get a great lead emailed to you
Weโve created an e-book template, that everyone attending todayโs webinar can get for FreeIf you know how to use PowerPoint you can update the information in this guideItโs easy to customizeSimple useIf you want a copy just request it at the end of the presentation
Unique content only!Put people first.Write for your customer not for industry insiders. Be transparent. (if your not your competition is)Use the right keywords.Use keywords naturally. Optimize Title/Meta data.Simple, Concise and Creative.
Weโve created an e-book template, that everyone attending todayโs webinar can get for FreeIf you know how to use PowerPoint you can update the information in this guideItโs easy to customizeSimple useIf you want a copy just request it at the end of the presentation
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
Other ways to share: newsletter, email blast, blog, etc.
Your website is the perfect platform for converting visitors into leads. Tools we use to convert online:-CTAs-landing pages-forms-contacts
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
Traffic gives us an idea of how many people are coming to our site. It also lets us know whether weโre improving over time.In January, we did a number of webinars, and blogs, and this drove the number of visitors up.If youโre interested in getting more traffic there are some well defined strategies including:BloggingBuying ads (pay per click)Social NetworkingEmail campaigns & newsletters
A little about usโฆ.Customer satisfactionHelp people win online