In this webinar, Dan Bolton of Riskalyze and Samantha Russell, Chief Evangelist for FMG Suite discussed the top marketing tips that advisors need to know about to maximize results in 2022 and beyond.
2. +
Session Agenda:
• Marketing 101 Intro
• How To Drive Traffic
• Using Your Website to Capture Leads
• Developing a Social Presence
• Creating a Brand & Communication Strategy
• Q&A
4. +
How did
your client
select you?
Only 4% (🤯) of Millennials
choose "comes with a strong
recommendation from
trusted family/friends" as
their top criteria.
8. +
Content 101
• 1800-2400 words
• Answer questions your
clients have, using their
language
• Podcasts/video -
include transcription
• Add images + graphs
9. +
Content 101
• Add New Content at
least 2x per month
• Make sure it’s optimized
for Mobile
• Write it yourself - or use
a provider like FMG,
where we write it for you
10. +
Social Proof:
The “New
Referral”
• Never respond or “like”
reviews until you clear
with compliance
• Google, Yelp, most
popular
• Once approved, can use
on Website, Social
22. +
How to Write a
Great Post? 5
Social Media
Commandments
1. Don’t start posts with “I”, “My” or “We”
➡️ instead, address the benefit to the reader.
2. Don’t use passive voice (ie “check out”,
“take a look” etc)
➡️ instead of “Check out my latest blog on
❌
✅
23. +
audience.
➡️Instead, visualize who will read your posts.
4. NEVER share an article or link with
absolutely no context as to why you are
sharing it.
➡️ Instead:
• Give your opinion
• Share an interesting stat or fact from the piece
❌
✅
24. +
audience.
➡️Instead, visualize who will read your posts.
4. NEVER share an article or link with
absolutely no context as to why you are
sharing it.
➡️ Instead:
• Give your opinion
• Share an interesting stat or fact from the piece
❌
✅
25. +
5. Follow the 80/20 Rule 👇👇
For every 1️⃣ thing you post to your own feed
Comment on 5️⃣ other people's posts
32. +
Overwhelmed?
Need Help?
• Timely Content Written Weekly
• Blogs, Emails & social posts
• Automated marketing
• Lead gen tools
• Modern, Customized Websites
• 1 Click Compliance
33. jamison_wealth.png
Past performance is not indicative of future results.
Advisory services offered through Jamison Wealth
Management, a Registered Investment Advisor.
Securities offered through Jamison Securities, a
Registered Broker/Dealer…
dan@example.org
Riskalyze’s lead generation questionnaire can generate leads both organically and strategically.
The beauty of the lead generation questionnaire is the data you get from it. This Risk Assessment only works accurately if an investor uses real, relevant dollar amounts, right? So what you get is contact information, goals, market sentiment, risk tolerance, and the sum of their investable assets! Let’s talk about best practices here.
You can design the lead capture to be specific to your brand - and make it a button
Here’s another example
Here’s another example where instead of the lead capture being on the homepage, its included with a list of tools
Riskalyze’s lead generation questionnaire can generate leads both organically and strategically.
The beauty of the lead generation questionnaire is the data you get from it. This Risk Assessment only works accurately if an investor uses real, relevant dollar amounts, right? So what you get is contact information, goals, market sentiment, risk tolerance, and the sum of their investable assets! Let’s talk about best practices here.
“Would you take a guaranteed 10% gain...or a 50/50 chance of a 70% gain or 30% loss? #riskalyze,” and the LGQ link with a graphic. What’s so great about this post?
SO. GOOD. This pose COMPLETELY appeals to WHO we want to communicate with -- those data-centric individuals. It’s an interesting post that makes complete sense, but almost requires you to read it twice. You think about it. It’s engaging. It’s about YOU. Human beings are innately self-focused...that’s just human nature! This post really does an excellent job in appealing to that. We also have a hashtag, there, and (of course) the LGQ link.
Then this graphic. How awesome is this graphic? It’s clean, it’s pretty, it catches your eye -- you WANT to look at this graphic. They did an excellent job designing it, and I urge you to get creative like this with the design resources provided to you in the marketing kit! You’ll also note that this post has caught a lot of eyes because it’s been shared 15 TIMES! And for those of you who aren’t sure -- that’s a lot of shares.
Now would be a good time to tell you how to access the sharable LGQ link… Inside your Riskalyze account, navigate to MENU > SETTINGS > and click on the LEAD GENERATION tab. You will see UNTITLED LINK, to the right of that, there are 3 dots. Click on those and copy the shareable link.
DAN
A longtime comms mentor of mine has always said that all good communication is the alignment between delivering the right message to the right audience at the right time and in the right medium.
How do I know what the right audience is? How do I know that I’m aligning this well? Well if you know a marketer, we’re obsessed with our funnels. Shaped like a funnel because of the volume of people we engage at different levels. And there’s a few ways we can slice it. This one’s called the AIDA framework: Awareness, Interest, Decision, Action. No matter how you slice your funnel, the principle is consistent. You engage with the top of the funnel differently than the bottom of the funnel.
If you get the chance to hang out with Riskalyze’s Marketing team, you’d hear a lot of funny phrases like TOFU (we’re not talking about the fake meat, we’re talking about Top Of Funnel. If you hear TOFU, think funnel cake — I’d way rather have that then the nasty fake meat). You’ll also hear MOFU (middle of funnel) and BOFU (bottom of funnel).
DAN
Here’s another way to slice the funnel. Same principles. You engage with folks differently at the top of the funnel, and this is important — no single person goes into a bar, and walks up to someone and says “Hi, nice to meet you, I’d like to have children someday. You look like a really great candidate for that.”
The top of the funnel is about brand awareness. Do people know who you are and what you stand for? This is why you have a website, social media accounts, and consistently work to expand your network.
The middle of the funnel is about engagement. This is why you might throw events and have folks spend time engaging with you.
The bottom of the funnel is where it’s okay to ask about having kids and buy the engagement ring, right? That’s a little more appropriate. This is where you’re delivering that proposal that has them understand risk for the first time. For an advisor, this is what we at Riskalyze call that “ACAT Form Moment,” right?
But there’s all sorts of activity you can do throughout the funnel, and there are a ton of material to support you in that…