1. Next level advisor
7 STRATEGIES TO
ELEVATE YOUR BUSINESS
Wendy Whitehurst

2. Social
Media
Image
Exposure
Know
Your
Clients
Meaningful
Communication
Promote
Referrals
Centers of
Influence

3. 87% of US Adults with an investment account
visit social networks regularly
Forrester Research 2012
1 billion 500 million 200 million

4. Image

5. Image
TAKE AWAY
Make sure your image is attracting
the type of client you want to attract

6. Exposure

7. Exposure
TAKE AWAY
1 + 1 = 30,000 in Social Media

8. Know
Your
Clients

9. TAKE AWAY
Knowing clients beyond AUM =
Stronger Relationships = Referrals
Increased Event Attendance
Meaningful Communication
Know
Your
Clients

10. An advisor benchmark study shows that if you contact your
best clients 12+ times a year you will generate 68% more
revenue per principal than those that are contacted 6x or less.
Meaningful
Communication

11. Birthdays: What birthday is it?
Anniversary: Employment or Years in Business
Educational Content
Personal Interest Content
Congratulations
Upcoming events
Meaningful
Communication

12. TAKE AWAY
Meaningful Communication, taking
notice of your client’s lives, will engage,
create sharing and promote referrals
Meaningful
Communication

13. Promote
Referrals
Client Interest Events:
Bring a Friend
Joint COI Events
Social Media
Clients
COI

14. TAKE AWAY
Give clients value, a great experience
and a comfortable environment and
they will want to introduce you to their
friends…but you must know your client.
Promote
Referrals

15. Social
Media
Solidify your brand, image
Drive web traffic & exposure
Build and deepen relationships
Build intel
Educate, engage and inform
Grow referrals & prospects
Promote events

16. “80% of success is showing up
don’t leave the other 20% to chance”
Woody Allen

17. Advisors Winning New
Clients on Social Media
won new clients through Facebook
won new clients through LinkedIn
won new clients through Twitter
Accenture Survey, March 2013
40%
25%
21%

18. Success Stories
David Armstrong wins $3M account from a prospect who followed
his firm’s Facebook page for 8 months.
“A look inside LPL Financial’s Social Media Strategy” Financial-Planning.com
Paul Hees wins two IRA accounts after learning about a prospect’s
Job switch via LinkedIn.
“Social media tracks to help advisors get new clients.” Reuters
Sharon Gubinsky wins significant client resulting from the referral
of a CPA who follows her on Twitter.
“CPA stories on the social front: Bill Sheridan MACPA

19. 55% Female, 48% Ages 35-54
Who is on Twitter?
Everyone. Your clients, competitors, government officials,
celebrities, Media, LPL Financial
Twit.ter: A series of short, high-pitched calls or sounds.
#1
#36#6

20. Getting Started:
Sign up, Start following and learn
Observe competitors
Clients, prospects, COI
Investment News list of suggested feeds financial
advisors should follow
Use Search.twitter.com
Twitter is an online social networking service that enables its
users to send and read text-based messages of up to 140
characters, known as "tweets".

21. What is a Tweet…..
LPL Financial ‫‏‬@lplfinancial
Want to prepare for #retirement? Talk to your advisor about these 6 tips,
via @MoneyMag_Penny: http://cnnmon.ie/XnwlNk
Reply Retweet Favorite More
#=Hashtag
Retweet
@=Mention
Reply
DM=Direct Message

22. TAKE AWAY
Post engaging content
Follow clients, prospects, COI, industry folks
(don’t forget the search function)
Check your feed for info on those you follow
Use @ mentions, replies & retweets
Use hashtags to put your tweets into categories

23. “The future will depend on
what we do in the present.”
Mahatma Gandhi

24. Build your professional network
Follow companies
Collect intel & Use introductions
Join Groups for exposure outside of your network
Add Applications: Events, Company Buzz, SlideShare, Reading List, WordPress
Compliance note: New endorsement feature must be disabled
68% Ages 25-54
42% Female

25. TAKE AWAY
Post engaging content
Connect with Clients, Prospects, COI
Check profiles for info, intro opportunities
Follow companies to look for $ movement
Join groups, participate in discussions
Take notice: pay attention to status updates
Prospects = 2nd & 3rd degree connections

26. TIP: Add tags and keywords to your videos so that your channel
and videos show up in Google searches more often.
55% Female
55+ Fasting Growing Age
58% Female
52% Ages 50-64
www.YouTube.com/LPLResearch
Create a Google account
Create your YouTube channel. This is a dedicated page where you
can organize and share video
Name your channel, but keep in mind your name can’t be changed
Add content

27. TAKE AWAY
Post engaging content
Subscribe to channels of interest (LPL Research)
Post video to web site, social media, e-mail

28. Engaging users is more important than
number of “likes,” create virility
Utilize info of user “likes”
Use messaging to promote referrals
Facebook Ads
Prospects = Friends of Friends
55% Female
55+ Fasting Growing Age
55% Female
55+ Fasting Growing Age

29. Social
Media
TAKE AWAY
Post engaging content to encourage sharing
Utilize resources for content & time savers
Gain maximum exposure: 1+1=30,000
Cross promote platforms & promote through web site,
e-mail signature & client communication
Promote referrals through connections & likes
Gain information about clients, prospects, COI
Post 2-4 x a week

30. More Success Stories
Mark Scribner wins $2.4m 401K rollover from an acquaintance he
Noticed checked out his LinkedIn profile.
WSJ Blogs
Jim Bourke’s (CPA) knowledge of a prospect’s car racing passion from
hisLinkedIn update wins him a new client.
Bob Scott, Editor, Progressive Accountant
Jo Lay (Realtor) closes two outgoing referrals by learning of the
Passing of a friend’s aunt on Facebook & the need to sell 2 homes.
Carol Poston, Caldwell Banker Interview for YouTube

31. Don’t wait.
Choose at least one thing we have talked
about today to implement.
704-898-5585
wendy@custommarketingsolutionsinc.com