Drumroll, please…. I’m excited to introduce you to our biggest, most requested webinar of the year: How to Create Your 2022 Marketing Plan (& Grow Your AUM by 25%)!
After working with thousands of independent financial advisors, we’ve really cracked the code on what works to help advisors get new clients. And that’s exactly what I go over in this time-sensitive, information-packed webinar.
1. How to Create Your
2022 Marketing Plan
& Grow Your AUM by 25% This Year!
2. My Story • Former Investment Advisor Representative
• BA in Economics, UC Davis
• MBA in Marketing, UC San Diego
• Founder, Indigo Marketing Agency
• Author, The Marketing Guide for Financial Advisors
• I’ve worked with thousands of top independent
advisors.
• I’ve cracked the code on what really works.
• I share the truth about marketing for advisors!
5. • Increasing competition
• Downward pressure on fees
• Increasing popularity of robo-advisors
• What worked in the past doesn’t work anymore
• Expensive marketing schemes waste money
• No time to learn marketing
• Need to grow business before retirement
• Want better clients, not just more clients
• Confusion, frustration & despair
Your Story
7. • How do advisors really get new A+ clients today?
• How does your marketing measure up to top advisors?
• Finding and embracing your specialization
• Creating a provocative value proposition
• Getting in front of new highly qualified prospects
• Using the new testimonial rule to increase conversions
• Create your powerful 2022 marketing calendar!
The Truth About Marketing
for Financial Advisors
8. • Compliance
• Complex industry
• Unique specialty
• Different skill set
• Lack of technical knowledge
• Overwhelmed by marketing
• No time
• Want better clients
Marketing Challenges
for Advisors
9.
10. My Goal
Today
• Change the way you think about
marketing forever
• Uncover the new marketing equation
• Put you in control of your future
• Grow your business with people you
love working with
13. 1. Center of influence referrals (Specialist)
2. Client events (Referrals)
3. Seminars (Specialist)
4. Web searches for XYZ service (Specialist)
5. Direct mail (Specialist)
6. Networking (Referrals)
But What About…?
14. 1. Embrace a specialty
2. Work with more A+ clients
3. Do stronger work
4. Get A+ testimonials
5. Increase referrals
6. Get in front of more A+ prospects
How Can You
Grow Your
AUM?
15. 100 Existing B-Average Clients at $1 Million Each
● Increase specialized website traffic by 10%
● Increase website conversion rate by 10%
● Increase referral rate of A+ clients by 10%
● Specialist marketing campaigns for highly qualified clients
Total = 12.5 New A+ Clients at $2 Million Each = 25% Increase in AUM
How to Grow Your AUM
By 25% This Year
21. Examples of Weak Value
Propositions
Putting our clients first
Because money doesn’t come with instructions
Holistic financial planning
22. Examples of strong Value
Propositions
Cashing out of your business without
giving up majority control
Helping Canadian women
business owners retire early
Creating a plan for your divorce settlement
to last a lifetime
23. What is a provocative value proposition?
Interesting
Edgy
Memorable
Piques interest
Makes them want to ask another question!
29. • Charge a premium
• Do what you love
• Work with your right-fit clients
• Provide more value
• Creating compelling, valuable content
• Create a marketing strategy that works
The Benefits of a Specialty
36. Airlines
• Get you from A to B safely
• Hopefully on time
• Bonus: Your bag arrives too!
Minimum Expectations
vs. Differentiation
37. Financial Advisors
• Experienced and
credentialed
• Trustworthy
• Reasonable fees
• Fiduciary
Minimum Expectations
vs. Differentiation
38. “So many of the advisors I meet say that they
have a better investment strategy and they
charge lower fees. The problem is that not only is
that not true, clients do not care.”
Ron Carson
39. • Help people understand what you do
• Attract the right prospects
• Repel the wrong prospects
• Create urgency and action
• Help clients refer people they know
The Goals of a Radically
Relevant Message
45. “Fee-Only Advisor Austin, Texas”
“Since you completed work on the SEO package,
we've been busy. I think the money we spent
has paid off already. I have had about four
meetings so far this month with new clients who
found me via the web."
- Richard Archer, Archer Investment
Management
48. HOW TO USE THE NEW
TESTIMONIAL RULE TO
SUPERCHARGE YOUR
MARKETING
49. Why Are TESTIMONIALS
(Reviews) Important?
• Google reviews help you show up higher in search
results (more traffic).
• Reviews offer social proof (higher conversion rate).
• Testimonials explain who you serve best (highly
qualified prospects).
51. What Do Advisors Think Clients Care About?
PORTFOLIO
INVESTING
GOALS
DISCIPLINE
FINANCIAL
MANAGEMENT
/How To Create a Provocative Value Proposition/
53. What Do Clients Really Care About?
TRUST
HONESTY
RELATIONSHIP
RESPONSIVE
TRANSPARENCY
KNOWLEDGE
EDUCATION
EXPERIENCE
/How To Create a Provocative Value Proposition/
57. Great
Reviews
“When my husband and I were planning to retire, we began our search for a Certified Financial
Planner in the Charlotte area. We both interviewed Todd separately and chose him. We trust him
with our life savings just like we trust our health to our family doctor.
He answers our questions honestly and frankly. He communicates with us during good times,
and he’s always there when financial conditions get tough. He specializes in helping couples like
us prepare for retirement.
He’s helped us maneuver through recessions, financial collapses, a pandemic, and even buying
a second home. His professionalism and knowledge always impress me.
We’ve referred him to several friends and have heard nothing but excellent feedback.”
58. Increasing Your Conversion Rate
1
Capture Visitor’s
Attention
2
Lower the
Emotional
Stakes
3
Offer an Easy
Next Step
59. 5 Tricks to a High
Converting
Website
1. Your differentiator
2. See a sample financial plan
3. Make it personal (blog or video)
4. Niche-specific content
5. A call to action that converts
66. • Should I take the HP pension buyout offer?
• What’s the difference between the UC San
Diego 457 and 403(b)?
• What You Should Know About Intel Restricted
Stock Units (RSUs)
• Can Business Owners Deduct the Cost of a
Long-Term Care Policy?
• Three Ways Physicians Can Catch Up for
Retirement in 10 Years
Answers Their
Most Pressing
Questions!
67. • Position you as the subject matter expert
• Give away 90% of what you know
• Prompt specific questions
• Start the conversation
Goals of
Content
Marketing
71. • Book your 15-minute Q&A phone call.
• Ask a question.
• Watch our webinar.
• Request a complimentary business valuation.
• Find out how much you’re paying in 401(k) fees.
5. A CTA That Converts
72. ○ Lower the emotional stakes
○ Offer an easy next step (24 hours a day)
Include:
1. How you start working with clients
2. What prospects can expect
3. What to bring
4. Questions you’ll review
5. How to get started now!
Get Started Now Meeting Page
78. • Over 90% of U.S. consumers
check their email every day.
• Up to 70% of advisors’ leads
come from email marketing.
• Email up to once a week to stay
top of mind.
Email
Marketing
82. Creating Your 2022
Marketing Calendar
• One piece of custom content each month for your specialty
• Share on your website, by email, and on social media
• Push toward your call to action
83. 1. Hello and Goodbye; Our Team Updates
2. Our Client Stories
3. See a Sample Financial Plan
4. How I Invest My Money
5. Getting the Most From Your Microsoft Benefits Package
6. Tips for Amazon Open Enrollment
7. How to Prepare for an Unexpected Death
8. Here's Why the DOW Doesn't Really Matter
9. 10 Things to Do Within 10 Years of Retirement
10. Why I Love Living and Working in Newport Beach
BONUS:
1. Why I Became a Financial Advisor
The Top-Performing Blog Posts of 2021 (Sorted by Click-Through Rate)
84. Your 2022
Marketing
Calendar
Indigo Marketing Agency
January
Why I Became a Financial Advisor
February
What We Do & How We Can Help
March
Does Someone You Know Need Our Help?
April
You Can Now Schedule an Appointment Online!
May
How We Help Business Owners Reduce Taxes
June
Please Join Us for Our Market Update (RSVP Now)
July
See a Sample Financial Plan (And Share With Your Friends)
August
Exclusive Specialist Report (Download Now)
September
Please Join Us for Our Exclusive Webinar (RSVP Now)
October
Take Our 2021 Client Survey
November
Financial Actions to Take Before the End of the Year
December
What We Are Grateful for This Year (Happy Holidays)
86. Track Your Metrics at Least
Monthly to Understand How Your
Marketing Campaigns Are
Performing
87.
88. 100 Existing B-Average Clients at $1 Million Each
● Increase specialized website traffic by 10%
● Increase website conversion rate by 10%
● Increase referral rate of A+ clients by 10%
● Specialist marketing campaigns for highly qualified clients
Total = 12.5 New A+ Clients at $2 Million Each = 25% Increase in AUM
How to Grow Your AUM
By 25% This Year
89. Create Your 2022 Marketing Plan
• Deep-dive strategy call
• Uncover your specialty
• Your custom marketing plan
• Search engine optimization
• Social media profile optimization
• Email marketing setup
• Our testimonial program
• Marketing done for you each month!
Save 40% Today, Schedule Your Marketing Strategy Call!
Make It Happen Now!
