These are the slides from a recent presentation to financial advisers. Most professional will get value out of them. What captured the audience was the question ' If you decide not to talk to your clients online, who will?

1. @ColinTWilliams

2. About Colin Williams
 Long career in wealth management working for ANZ,
Challenger, ipac, Rabobank and AMP
 Financial Planning and Marketing – SM/GM/Director
 Formed HFS in 2011
Why?
 Always loved the internet (inc gadgets) and what
technology brings
 I believe we are only scratching the surface of
possibilities through web and social media
 The web is exciting – Where the action is 24/7/365

3. To Think About
 Social Media – A marathon not a sprint...but the gun
went off several years ago!
 It is no longer an option to be just on social media –
you have to be effective
 Traditional Push marketing (one way messaging) is
now seen as ineffective – death of Yellow Pages
 Pull marketing is in – Engagement and conversation
 Your website will have more visitors than your office
 Transparency and Authenticity in everything we do

4. If you decide not to talk to your clients
online – who will?
 If you make the decision not to have a web and social
media strategy, it does not mean that your competitors
will make the same decision
 Advice businesses are now seeing the opportunity to
capture new clients via the web and social media and
they are more than happy to take yours
 More and more people expect you to have a social
media presence, just as they expect you to have email
and a mobile phone

5. Digital Marketing, Great For Small Biz
Marketing
Budget - Not as
important as it
was. Reach is
Free
How you plan
and implement is
now critical

6. Social Media Disrupting Marketing
 What has NOT changed
 Need a clear Vision
 Know your target market
 What HAS changed
 New platforms – disrupting traditional media
 One way messaging is dead
 Monitor/measure/learn and adapt – Speed
 What’s new
 Need to be tactical – now critical (cant ignore day to day
activities)
 Personalities taking over brand - engaging

7. Rise of Web Marketing

8. Who finds Who? Sales funnel Dead?

9. Financial Services + SM Australia
 All major institutions and corporations are on-board
 Small business now taking it seriously
 Few are doing it well but progress being made - fast
 Banks turning ‘negative’ Facebook comments into
opportunities
 Twitter used as a distribution of news
 LinkedIn and Twitter very popular among advisers
 Spokespeople being used to engage opportunities
– Easier for Small biz than corporations

10. Refresher - Social Media Platforms
 Facebook – Family and Friends, est 90% of
households access to Facebook
 LinkedIn – Popular with professionals including
financial advisers
 Twitter – Crosses all sectors – The new News source
 Google Plus – Not taken off but beginning to be
popular with business
 Instagram – Images and link to SM platforms
 YouTube, Slideshare – Used with SM
 Blogs – What people share (Wordpress and Tumblr)

11. Your Goals on Social Media
 Social Media = Real Time Communication Tools
 Opportunity to:
 Communicate to many
 Be part of conversations
 Help be top of mind with your clients/prospects
 Seek news for your business/industry
 Find news on your competitors
 Gather news on your clients/prospects.
 Direct people to your website - Important

12. Mistakes on Social Media
 Looking to seal the deal on the first date!
 Starting with no plan
 Unsure of target market – shotgun approach
 Lack of content – nothing to say
 Inability to capture opportunities as they arise
 Scared of saying the wrong thing
 Selling what you do – 16,000 advisers sell advice – what
makes you different?
 Not willing to spend a little money and time to learn

13. Your Web and Social Media Plan
 It should be part of your strategic plan – not
something on the side
 You need a clear vision to communicate
 Core objectives and duties including:
 Commitment of time
 Understanding your target market
 Measurement of results
 Prepared to try new things and fail occasionally
 Be tactical – Things move quickly

14. Social Media Is Not a Silver Bullet
 If you have a rotten business model before creating an
online presence, you’ll still have one after being online
 Poor businesses get found out
 Good businesses get found out
 You need a good business to be successful
 You’ll need to be authentic and transparent in
everything you do
 Don’t forget, your clients all have social media
megaphones to talk about you

15. Components of SM Battle Plan
Website
as the
Hub
Core Content –
Blogs, video,
images
SM Platforms –
Facebook,
LinkedIn, Twitter
Newsletter
Database – Clients
and Prospects
Measure, adapt
and learn –
Google Analytics
Content to be
shared only on
Social Media
YOU
Listen,
Learn,
Share

16. Why is content so important?
 SEO – Sorry there are now quick fixes – some hard
work required:
“Creating compelling and useful content will likely
influence your website more than any of the other
factors discussed here” – Google SEO Book
 You need something to talk about on Social Media
1. Engagement is not all about content – but it helps!
2. Sooner or later people will want to see what you can do
3. Your website is your new reception

17. Content Blog Ideas
 Simple Plan - One new blog post per month
 Mix them up
 2 X Case studies
 2 X Testimonials
 4 X Newsworthy – what’s happening in the market place
for your target markets
 1 X Federal Budget feature
 2 X Staff features – Achievements, personal insights
 1 X Christmas/new year update

18. More Blog ideas
 What are your clients talking about?
 Short videos – Don’t need to be slick, most popular
videos are usually NOT professional
 Budget, Super rules, financial year, New Year
 Posts about clients
 Community events – Both you and your clients
 Find good content and share – personalise it, e.g. “I
like this because..”
 Follow influential bloggers – Follow clients

19. Need help with Blogs and SM?
For Blogs we can:
 Write content
 Support with videos
 Consult on ideas and
develop a blog calendar
 Help structure a
campaign
 Review and recommend
development for your
website
For Social Media:
 Run SM education
sessions
 Develop processes to
capture clients
 Use SM for adverting –
powerful
 How to automate and use
tools

20. Your Website
You have one chance to make a good first
impression and today it will be on the web
 Simple design
 Visitors need to know it is a financial adviser website!
 Easy to navigate – Can you answer this question
‘If someone from your target market lands on your
website where should they click?’
 Adviser websites are often product based and include
vague descriptions of what you do – no good
 Update content as blogs – Not PDF and other files

21. Website Pages and more SEO
 Small page descriptions okay if you want small clients
 High Net Worth clients can read and will read
before investing
 Professionals want to source quality information
 Google likes good titles and rich information
 Has any SEO work be done on your website?
 Titles rank heavily in SEO
 Think of what someone may type into a search bar
 Links to other websites – quality is important

22. Call To Action
 How will people connect with you?
 Do you let people know that you can help them no
matter where they are? Include Skype, FaceTime on
Contact Page and email signature
 Some Tips:
 Offer downloads for connecting with newsletter
 Instant chat – talk live now
 Create forms that gather great information
 Book appointment with real times
 Use of video – get to know us

23. Using Social Media
 Have some targets
 Focus on a core platforms – not all
 Integrate with your website – share buttons
 Listen, learn, share – Be social and engage
 Be prepared to put in the time
 Use tools effectively:
 Hootsuite
 Tweet deck
 Mobile apps and notifications

24. What gets measured, gets done
 Every business must have Google Analytics (GA)on
their website – It’s not an option in 2013
 GA – Measures site visits, page views, where they came
from, campaigns, AB testing and much more
 Discuss your monthly stats at business meetings
 Know which visitors come from where
 Which campaigns were most successful
Spreadsheet for measuring SM and Web activities
available at my website – sign up required

25. Need More help
For a limited time you can access the Humble Financial
Services Welcome Pack without subscription
Simply click on the link below and receive a free E-
Book ‘Why Social Media is Ready Made For The
Finance Professional and the Web and Social
Media Activity Worksheet
Click Here For The Welcome Pack