Socialware published a case study involving a Wired Advisor client on how he is utilizing social media and blogging in his practice to enhance the client experience and expand his visibility.

1.
Investment Advisor Tom
Froehlich Uses Compliant
Social Media Marketing to
Grow Book of Business
Consistent Social Media Efforts Bring New
Clients and Thousands in Annual Revenue for
American Portfolios RIA
“It’s very hard to put a number on the monetary value for the exposure, notoriety, and
credibility I’m building due to my social networking efforts. I continue to forge new contacts
and relationships. Every new relationship can compound into many more and eventually
become revenue and earnings.”
Tom Froehlich, CEO and Founder
Froehlich Financial Group and American Executive Benefits, Inc.
Froehlich’s Challenge: Continue to Grow an Established Business
With more than 25 years’ experience in financial services, investment advisor Tom Froehlich is no stranger
to developing new business relationships. Through his two firms, he advises professionals and business
owners on wealth management and executive benefit plans. Like every successful entrepreneur, he is
always on the lookout for his next great client.
Froehlich now uses social media
as a key channel for business
development. By working with
marketing firm Wired Advisor to
develop his use of blogs,
Facebook, Twitter, and LinkedIn,
he shares his financial expertise
with current and prospective
clients. By using Socialware, he is
able to do so while maintaining
full regulatory compliance.
Finding New Opportunities
with Existing Contacts
In one instance, social media
broke the ice with a business
owner in Froehlich’s community
whom he had known for many
Investment advisor Tom Froehlich, working with Stephanie Sammons of
years. The business owner, who
Wired Advisor, builds his credibility through regular blog posts,
had never talked with Froehlich encouraging sharing through LinkedIn, Facebook, and Twitter.
about finances before, approached
him after reading a post on deferred compensation plans. Froehlich subsequently started such a plan for
the business owner.
Froehlich also used Facebook to connect with a high school friend he had not seen in 30 years. The friend
read his articles posted to Facebook and then moved a large investment portfolio to his firm.
socialware.com – 512-329-8880 – info@socialware.com

2. Driving New Business via
Social Media Connections
Froehlich credits his success in
social media to the steadiness of
his activities. “The most
important thing I’ve learned,” he
says, “is that I have to remain
consistent, just as in any
marketing campaign.”
He now has more than 700
LinkedIn contacts, which allows
him to show up in many more
searches since his second- and
third-degree connections are
growing exponentially as well.
He can also see that many more
people are viewing his LinkedIn
profile, which includes links to
his most recent blog posts.
His LinkedIn involvement has
brought Froehlich business from
beyond his circle of connections.
In one case, a blog post that he
shared in a LinkedIn group for
CFOs brought a query from a
financial services executive—
which led the executive to
contact Froehlich for guidance
on a compensation plan.
In another example of social
media’s impact on business
development, a young doctor
who had moved to Froehlich’s
area called him after searching
online for a financial planner
in the area. The physician was
impressed by how much he was
able to learn about Froehlich’s
business, expertise, and Froehlich’s presence on LinkedIn, Twitter, and Facebook, refined through
credentials. coaching by Wired Advisor, allows him to find old connections and make
new ones as he shares unique content.
Real Results from Social Media
Froehlich estimates that the new business he has already generated via social media will brings tens of
thousands of dollars of additional annual revenue for his firms—not counting future business or referrals
stemming from those clients. The results did not come overnight, and required Froehlich to make
consistent effort to make or renew connections and share his expertise.
Yet these activities are also far more scalable and trackable than traditional marketing efforts, allowing
financial professionals like Froehlich to reap new rewards from their efforts for a long time to come.
“Social media requires investment in terms of time and the tools to do it right. But it has let me
rekindle relationships with people I haven’t spoken to in over 30 years—and truly differentiate
myself with new connections, too. Social media is making a real difference in my business.”
Tom Froehlich
socialware.com – 512-329-8880 – info@socialware.com