new marketing for advisors
DESCRIPTION
An updated presentation for social media and web presence for financial advisors. Also part of the webcast series: http://www.revenuearchitects.com/Workshops/digital-marketing-for-financial-advisors.htmlTRANSCRIPT
New Marketing for Advisors Building Your Web Presence
John Stone III Revenue ArchitectsWith..Kristen LukeWealth Management Marketing
Introductions
2
John StoneRevenue Architects
Expert Advisor & Delivery PartnerDigital MarketingSales EffectivenessWorkshops & EducationIndustry Speaker
Kristen LukeWealth Management Marketing
Financial Advisor FocusMarketing Plan DevelopmentOutsourced Marketing ServicesA La Carte ServicesIndustry Speaker
Updated FINRA Guidelines!
Record retentionRecommendations &
rule 2310Static
“Advertisements” vs real-time communications
CorrespondenceThird party postsSupervision and
training3
Why New Marketing?
Build Awareness: extend your online presence and search visibility
Build Relationships: extend personal relationships and use the network to make new connections
Enhance Credibility: your audience will assess you online – establish your profile to build confidence
Build Inbound Opportunity: attract people to your web site where you can nurture the relationship
A digital revolution….
Today’s Discussion
New Marketing −Concepts and Elements
Tools of the Trade −Using Social Media
Establishing Presence−Steps you can take
6
New Marketing
7
What is “New” Marketing?
Key Concepts▫Search▫Long Tail▫Architecture of Participation▫Social Software
Core Elements▫Web Presence ▫Valuable Content▫ Inbound Engagement▫Personal Relationships
Aware
Interested
Considering
Evaluating
Committed
Client
Advocate
Search
A window to intent…
Organic vs Paid Search
Organic Search is Best
FreeMore trafficSmarter peopleLonger lasting
Organic Results75% Clicks
Drivers of Search Visibility
Mediasphere Blogs Directories Partners Press Releases Answers, Forums
Inbound links
Keywords Relevance Page Title, Tags Meta Data XML Site Map
Site optimization
Off Page = 75% On Page = 25%
The Long Tail
“Financial Planner”
“Financial Planner for Verizon retiree”
Architecture of Participation
User Generated Content
Wisdom of Crowd
Audience control
Social Software
Web Presence
20M month 350M Users
20M per month
30M month
Valuable Content
Art and Science of understanding what your clients want, and delivering it in a compelling way.
Great content is relevant, sticky and spreadable!
– Relevant– Modular– Authentic– Entertaining– Sharable
– Visible – Accessible– Stylized– Optimized– Managed
Publish!
ArticlesBlog Posts Podcasts Videos/Video BlogsPhotosPresentationseBooksNews ReleasesWeb Events
17
Inbound Engagement
Conversational“Self-Sell”Landing PagesPermission MarketingNurtureClient Control Shared Control
Source: Hubspot website
Building Relationships
AuthenticityValue exchangePersonal interactionEducationConversationsWord of mouthReferrals
The principles remain unchanged
19
Tools of the Trade
Your Website
Branding and DesignAuthentic ContentMulti-mediaWeb 2.0 FeaturesLanding Pages &
ConversionsPortfolio Access Compliance
Newsletters
Stay in front of your audience
Emphasize content valueText vs. HTMLPermission marketingTrigger links
SUBSCRIBEFeed Readers, Aggregators, Flash, Google Desktop, iTunes, etc…
RSS – Really Simple Syndication
A web protocolSubscribe to a feed and
automatically receive updates
Search-based feeds helps content find you
FreeRSS for digital publishing
and newsletters
Blogs
A web site of posts published in reverse-chronological order
Brings more dynamic content to your audience
Can build presence with the media
Increase awareness
Impact of the Blogosphere
Jeff Jarvis coins phrase “Dell Hell” in his blog
Comments publicized by New York Times and Business Week
Firestorm at Dell HQDell responds by
creating Direct2Dell blog
Videos/Vlogs
Videos & video blogs are often shared by embedding into websites and social networking sites
24/7 marketingAdds credibility
Podcasts
Can be accessed through PCs, MP3 players and mobile phones
Communicate with subscribers
Offer richer contentAppeal to a niche
market
E-Books
Read on personal computers, e-book devices or mobile phones
Range from a few pages to a full-length book
Multimedia experience
SearchableAdds credibility
Web Events
Build credibilityCollect registration
dataPromote on social
networking sites and through email marketing
Social Networking
35 years of age+
Source: http://www.facebook.com/press/info.php?statisticsSource: http://www.quantcast.com/facebook.com#demographics
34%
58%
55%
Household Income $60,000+
College or Post Graduate Degrees
Million Users350
What does Facebook have to offer?
Connect with and stay top-of-mind with your network and clients
Create and interact in communities of people with common interests (niche market)
Increase brand awarenessSyndicate content (e.g. blogs,
videos)
Facebook Pages
Personal ProfilesBusiness PagesGroup Pages
35 years of age+
Source: http://www.quantcast.com/twitter.com
44%
52%
55%
Household Income $60,000+
College or Post Graduate Degrees
What does Twitter have to offer?
Develop relationships from the comfort of your office or home
Interact with prospects, centers of influence and peers
Syndicate contentIncrease awareness with mediaArchive activity and track statistics
(e.g. url clicks)
37
What Are Advisors Tweeting?
Practicing my Ten Simple Truths About Money talk, it's sounding pretty good. 6/11 Commonwealth Club debut coming up! http://tr.im/mQdG -@curtisfinancial
Working on show prep for tomorrow's "Investing for the Long Run" at noon on WMEL-1300am.Listen live at http://tinyurl.com/nv9vq4
-@bobrall
June edition of My Two Cents (my video blog) now on my website - http://bit.ly/yLR2B -@brianplain
Blog Tips for Financial Planners and Professionals http://ow.ly/cBaW -@russthornton
35 years of age+
Source: http://press.linkedin.com/aboutSource: http://www.quantcast.com/linkedin.com
75%
69%
81%
Household Income $60,000+
College or Post Graduate Degrees
Million Users55
What does LinkedIn have to offer?
Groups containing target market and centers of influence
Tools for introductions and referralsOpportunities to syndicate content
and drive trafficTools for prospects to find and
evaluate youAvenues to stay top-of-mind with
your network
LinkedIn Strategies
ProfilesConnectionsGroups
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Establishing Presence
How to Get Involved
Clarify your message – what is your governing thought?
Build an online presence – website and social media
Build your networkShare relevant content - “RT”Publish and syndicate your
original content
Be where they are
The device:−Personal computer, mobile phone,
iPod, or KindleThe format:
−Video, audio or textThe location:
−Website, Twitter, Facebook, LinkedIn
Some Keys to Success
Find your long tail positionTarget demographic and messageAuthentic. relevant content – not
advertisingPosition as subject matter expert and
a resourceActively participate, build relationships
Consider Compliance
Review guidelines by appropriate regulators
Social media may be considered advertising and may require preapproval
Establish firm-wide policies related social media and electronic marketing
Use tools to archive and monitor activities (e.g. SocialWare, Smarsh & Arkovi)
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Getting Help
Webcast Series▫Guide to going digital▫ Set up on social media▫Content marketing plan▫Website experience
Outcomes▫Understand the digital
landscape▫Define your message▫Get established on social
media▫ Build relationship
intelligence
▫Map out your website plan
▫ Identify on-going marketing priorities
Launching soon!
Thank You
10 Steps to Get Started
1. Define your purpose 2. Find your target market3. Craft your message4. Gather and create content5. Build your web presence & social media profiles6. Build your network7. Promote your profiles and cross connect8. Build an inbound strategy9. Communicate persuasively10. Actively engage