19. Targeted messaging
results in 2-3 times
more engagement.
• Higher win ratio with more
personalized messaging
• More strategic growth - win
the clients you want to win
• Focused strategy is easier
to modify and repeat
Are you
Targeted?
21. -An Inventory of Innovative Media Tools
- Custom Branded forYou
- Communicates WhoYouAre and WhatYou Do
-Targeted toSpecificAudiences
- Social Media Ready
- ComplianceApproved
- Easy to Implement
-Affordable
- Created by an industry leader whoknowsyour business.
22.
23. Sources
Cummings, Jennifer Hoyt
Undercover operation shows broker advice missteps
12 April. 2012 Reuters. Web.
http://www.reuters.com/article/2012/04/04/us-adviser-bad-advice-idUSBRE83316M20120404
Ferri, Rick
Financial Advisors Encourage Bad Behavior
30 March. 2012. Forbes. Web.
http://www.forbes.com/sites/rickferri/2012/03/30/financial-advisors-encourage-bad-behavior/
Matthews, Christopher
Your Financial Advisor Might Be A Lemon
29 March. 2012. Time, Business and Money. Web.
http://business.time.com/2012/03/29/your-financial-adviser-might-be-a-lemon/
Weston, Liz
Can you trust a financial advisor?
15 June. 2012. MSN Money. Web.
http://money.msn.com/family-money/can-you-trust-a-financial-adviser-weston.aspx
Bernard, Tara Siegel
A Fancy Financial Advisor Title Does not Ensure High Standards
6 July. 2012. The New York Times, Your Money. Web
http://www.nytimes.com/2012/07/07/your-money/beware-of-fancy-financial-adviser-titles.html
Campeau, Cliff
What Should Financial Advisors Spend on Practice Marketing?
16 May. 2011. Financial Advisor. Web.
http://www.fa-mag.com/news/how-much-should-fas-spend-on-practice-marketing-7209.html
Campeau, Cliff
What Should Financial Advisors Spend on Practice Marketing?
16 May. 2011. Financial Advisor. Web.
http://www.fa-mag.com/news/how-much-should-fas-spend-on-practice-marketing-7209.html
Campeau, Cliff
What Should Financial Advisors Spend on Practice Marketing?
16 May. 2011. Financial Advisor. Web.
http://www.fa-mag.com/news/how-much-should-fas-spend-on-practice-marketing-7209.html
“People make a lot of dumb investing
mistakes. And they should not expect
financial advisors to fix them.”
“Financial Advisors Encourage
Bad Behavior”
“Your Financial Advisor Might
be a Lemon”
“Can You Trust a Financial Advisor?”
“A Fancy Financial Advisor Title Does not
Ensure High Standards”
48% of new clients come from existing
client referrals
52% of new clients come from other
marketing efforts.
Depending on the scale of a firm’s efforts
and the size of the market in which they
compete, the annual cost for a marketing
program can run between $3,900 - $48,000
per year.
24. Sources
Less than 1/3 of advisors have a written
marketing plan, and only about ½ of those
say they have implemented it.
Firms utilizing a marketing development plan
outperform their counterparts with annual
growth rates that are 10% to 30% higher.
59% of senior executives would rather watch
a video than read text.
Visitors who view videos stay on a website 2
minutes longer.
100 million internet users watch online video
every day.
80% of internet users recall watching a video
ad on a website they visited in the
past 30 days.
Web page with video 50% more likely to
appear on the first page of Google
search results.
Consumers are more likely to do business
with a company that is active online.
11 November. 2012.FA Marketing. Web.
http://famarketing.net/how-to-assess-if-you-need-marketing-support/
Campeau, Cliff
What Should Financial Advisors Spend on Practice Marketing?
16 May. 2011. Financial Advisor. Web.
http://www.fa-mag.com/news/how-much-should-fas-spend-on-practice-marketing-7209.html
Follett, Andrew
18 Big Video Marketing Statistics and What They Mean for Your Business
17 July. 2012. Video Brewery. Web.
http://www.videobrewery.com/blog/18-video-marketing-statistics
Follett, Andrew
18 Big Video Marketing Statistics and What They Mean for Your Business
17 July. 2012. Video Brewery. Web.
http://www.videobrewery.com/blog/18-video-marketing-statistics
Follett, Andrew
18 Big Video Marketing Statistics and What They Mean for Your Business
17 July. 2012. Video Brewery. Web.
http://www.videobrewery.com/blog/18-video-marketing-statistics
Follett, Andrew
18 Big Video Marketing Statistics and What They Mean for Your Business
17 July. 2012. Video Brewery. Web.
http://www.videobrewery.com/blog/18-video-marketing-statistics
Matthews, Livvie
3 Benefits of Video Marketing
29 January. 2013. Simple Social Media. Web.
http://www.simplesocialmedia.tv/2013/01/29/3-benefits-of-video-marketing/
JeanJean, Loic
Evolution of Marketing for Financial Advisors
18 March. 2010. Advisor Websites Blog. Web.
http://advisorwebsites.com/blog/marketing/evolution-of-marketing-for-financial-advisors/
25. Sources
2/3 of online adults with an investment
account have social network profiles.
3 in 5 financial advisors who used LinkedIn
for client prospecting successfully gained
new clients as a result, with nearly 1/3 of
these generating $1 million or more in AUM.
How consumers use smart phones/tablets:
52% watch videos
84% email
88% web browsing
72% use while traveling
56% research products
63% use while in store
Highest level of smart phone adoption
include financially well-off and educated.
Mobile not necessarily “On the Go”:
51% Home
18% Work
22% On the Go
Mobile email creates 2x as many conversions
as social activities or search
Targeted messages result in 2 to 3 times
more engagement .
Friedman, Emily and Benedict, Neil
Financial Advisors’ Use of Social Media Moves from Early Adoption to Mainstream
May. 2012. FTI Consulting. Web.
http://www.fticonsulting.com/global2/media/collateral/united-states/financial-advisors-use-of-
social-media-moves-from-early-adoption-to-mainstream.pdf
Friedman, Emily and Benedict, Neil
Financial Advisors’ Use of Social Media Moves from Early Adoption to Mainstream
May. 2012. FTI Consulting. Web.
http://www.fticonsulting.com/global2/media/collateral/united-states/financial-advisors-use-of-
social-media-moves-from-early-adoption-to-mainstream.pdf
Dowling, Tony
Smart Phone Usage Statistics
6 March. 2013. Completely Free Marketing Advice. Web.
http://completelyfreemarketingadvice.com/2013/03/06/smart-phone-usage-statistics/
Dowling, Tony
Smart Phone Usage Statistics
6 March. 2013. Completely Free Marketing Advice. Web.
http://completelyfreemarketingadvice.com/2013/03/06/smart-phone-usage-statistics/
Dowling, Tony
Smart Phone Usage Statistics
6 March. 2013. Completely Free Marketing Advice. Web.
http://completelyfreemarketingadvice.com/2013/03/06/smart-phone-usage-statistics/
Dowling, Tony
Smart Phone Usage Statistics
6 March. 2013. Completely Free Marketing Advice. Web.
http://completelyfreemarketingadvice.com/2013/03/06/smart-phone-usage-statistics/
Joseph, John
The Benefits of Targeted Messaging
20 Feb. 2013. Digital Spin by Harland Clarke Digital. Web.
http://blog.harlandclarkedigital.com/2013/02/20/the-benefits-of-targeted-messaging
Hinweis der Redaktion
Thank you for joining us today for this best practice webcast. It’s our goal to provide you with valuable information to help you beat your competition, differentiate and grow your practice. Today’s webcast is focused on one thing…your story and how you can tell your story better.
Your story is more important than you think. Scholars, innovators, thought leaders agree that your story is one of your greatest assets. As John P. Kotter author of Leading Change stated, “Those in leadership positions who fail to use the power of stories risk failure for their companies and for themselves.”
Think of the most successful advisors you know, those who you look up to in the industry…what do they have in common? They are great storytellers.
Why is your story so important? Your story explains everything….how you work, how you make decisions, how you persuade others, how you understand your place in the world. Your story is how you create your identity.
Right now your story is under attack. Here are just a few examples of the headlines currently attacking you in the media. (Read headlines)
Who’s driving these attacks? Your competition. They are spending over $1 billion a year to tell their story and they’re telling it EVERYWHERE. The result, over 30,000 people a day are signing up for a personal financial management website.
People are starting to believe that they can do-it-alone, that investing is “easy,” and that advisors are only interested in charging high fees.
How can you compete? You continue to tell your story and you can tell it better. Let’s look at how you tell your story now.
Many of you are extremely successful with telling your story using traditional methods which include strategic networking, referral alliances, client events and referrals. Because you are so good telling your story here these activities generally result in new clients for your practice. On average 48% of a practices’ new clients come from traditional marketing efforts such as these.
You can’t reach your full growth potential unless you tell the whole story. It’s time to embrace digital and social story telling too.
Let me ask you…are you reaching your full growth potential or 48%?
If you’re not telling your story everywhere you’re not alone. There are three very good reasons why advisors don’t actively market their practices outside of traditional methods. The first roadblock you face is lack of time. Here’s what your day looks like.
The second marketing roadblock you face is money. Implementing a marketing program can be costly, between $3,900 to $48,000 a year.
And the third roadblock advisors face is execution. Less than 33% of advisors have a marketing plan and only ½ of them have implemented it.
While there are roadblocks to overcome, the results can’t be ignored. Those firms committed to a marketing plan and who are telling their story everywhere are outperforming their competition by 10 – 30%.
As you begin to think about reinventing your marketing to reach your full growth potential, it’s important that you know how innovation is changing consumer behavior. The ways in which people want to learn and hear stories is evolving and evolving rapidly. Here’s what we know.
Video has emerged as one of the most powerful mediums for story telling. Here are some of the benefits of utilizing video to market your services.
We know that content is KING. There are two types of visitors to your website; early stage visitors and late stage visitors. Late stage visitors are already familiar with you and have either found your website by entering your URL or searching for you by name.
What about the early stage visitors? How do you attract prospects looking for answers to their financial questions to find you online? Develop engaging educational content that answers their financial questions, that positions you as an expert and that differentiates your practice.
When they find your content, they find you.
Wallflowers aren’t winning. Advisors embracing social media, particularly LinkedIn are winning. Here are some of the stats.
With smart phones, your story can be seen, heard, shared whenever…wherever. 85% of Americans own a cell phone with 50% of those owning a smart phone.
Businesses who target their messaging, achieve better results.
How to Connect:
Deliver more personalized messaging
Communicate an understanding of your target markets’ obstacles, goals, and needs.
Demonstrate your expertise with working with clients “just like them.”
Now that you’ve learned the power of video, social media, content and targeted messaging, ask yourself are you reaching your full potential? If you have plans in place that include these elements you’re on your way.
