Mass affluent lead gen and web based marketing for financial professionals
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- The document discusses mass affluent lead generation and web-based marketing strategies presented by Frank Troise and Loic Jeanjean. - It outlines opportunities to increase client lifetime value by over 600%, lower marketing costs by over 90%, and improve client communications through an online lead generation process. - The key steps of the proposed process are: 1) providing valuable online content as outreach, 2) including a clear call to action, 3) ensuring prospects can easily find your information, and 4) contacting leads quickly through phone and autoresponders.
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Mass affluent lead gen and web based marketing for financial professionals
- 1. Mass Affluent Lead Generation & Web Based Marketing Presented By: Frank T. Troise and Loic Jeanjean
- 2. Our Objective Today • Increase your client LTV by over 600% (see appendix) • Lower your marketing costs by over 90% • Improve your client communications
- 3. More Specifically • $9.6 million in your office as prospect assets • $787,000 average prospect investable assets • 75% meeting rate
- 4. Your Opportunity 70+ Million 1.4 Million U.S. Baby Boomers U.S. Financial Advisors This target market is the SINGLE largest focus of every financial services firm today
- 5. The Market Opportunity • 10,000 Baby Boomers are retiring everyday for the next 18 years • 97% have not saved enough for retirement • 58% have not calculated their retirement needs! Think about this point alone for one second…in terms of Baby Boomers needing you: A quick and scary video of the above statistics: • 5,800/day • 40,600/week http://www.youtube.com/watch?v=V46Z1NnDB78 • 162,400/month • 1,948,000/year!
- 6. Your Competitive Landscape “Software hasn’t eaten finance yet but it will and we will do it” - Bo Lu, Founder of FutureAdvisor
- 7. Your online activity impacts the consumer 73%
- 8. 3 Steps For Creating a Process that Ensures a Successful Finish: 1. Identify your long term goal 2. Find a simple consistent proven process 3. Execute and measure success “If you do something the right way enough times, you’ll win” - Dan Loeb
- 9. The Four Key Steps 1.Valuable outreach 2.Call to action 3.Finding you 4.Contacting you
- 10. The Four Key Steps 1) Valuable Outreach Research? Product/ Services? Pricing? What are you offering that they cannot get anywhere else? The new price today is FREE
- 11. The Four Key Steps 2) A Call to Action “Oh my goodness, I cannot retire!” Key Mass Affluent Themes: “Can I pay for my kids college?” “How can I pay for healthcare?” “Can I take care of my parents?” FREE + Call
- 12. GREAT! You did your job!...THE PROBLEM IS….
- 13. So did everyone else!
- 14. You did everything right, but nothing happened! • Can you truly compete against Blackrock/Fidelity/Vanguard? • Do you have the Google adwords budget to compete? • A good test: search for “local financial advisor”…99% of the time it is not you. “If your enemy is secure at all points, be prepared for him. If he is in superior strength, evade him. If your opponent is temperamental, seek to irritate him. Pretend to be weak, that he may grow arrogant. If he is taking his ease, give him no rest. If his forces are united, separate them. If sovereign and subject are in accord, put division between them. Attack him where he is unprepared, appear where you are not expected.” ― Sun Tzu Lets assume you get them through the chute, now what?
- 15. The Four Key Steps 3) Finding You
- 16. The Four Key Steps 4) Contacting You 100% Phone (9-5)
- 17. The Four Key Steps = • Re-contact rates drop to 1% after 30 minutes • Lead quality drops more than 20x after 30 minutes • FOUR seconds for an online shopper
- 18. The Four Key Steps (4) Contacting You 100% Autoresponders (5%) Phone (9-5) Web to Lead (2%) In other words…forget lunch!
- 19. Case Studies
- 20. Concentric Optimization “Retirement Calculator Football”
- 21. Case Study: Vela • Social media: – Google ads – LinkedIn Groups – Facebook events • Salesforce to manage leads • Mailchimp to drip market to leads • Results – Increased traffic (+30%) – New leads (20+ per month) – New clients (2-3 per month)
- 22. Case Study: PURE Financial SEO/SEM/CRO Landing Page Radio Landing Page Higher Quality Scores and Lower CPC Rates
- 23. Track performance, test & improve
- 24. What Can You do Right Now? • What is your valuable outreach? • What is your call to action? • How can they find you? • How can they contact you?
- 25. What can you do right now? SEO/SEM/CRO Higher Quality Scores and Lower CPC Rates • Targeted emails • Targeted display ads • Coordinated SEO/SEM/CRO marketing & testing • RESULTS: • $9.6 million in prospect assets in 3 months • $787,000 in average AUM • 75% meeting rate
- 26. Our 30-day FREE offer to you! • FREE 30-day trial of FreeRetirementReport.com! – Go to http://mynewfinancialadvisor.com/subscriber/ • FREE 30-day website trial! – Go to http://advisorwebsites.com/pricing Watch for our announcement on September 7, 2012
- 27. Contact details • My New Financial Advisor – Frank Troise – ftroise@mnfainc.com – 1- 866-470-8164 x40 • AdvisorWebsites.com – Loic Jeanjean - loic@advisorwebsites.com – 1.866.638.0273 ext.212
- 28. Appendix
- 29. What is Your Client LTV? Scenario #1: Classic Acquisition year Second Year Third Year Customers 1.00 1.00 0.90 Retention rate 100% 90% 90% Orders Per year 1 1 1 Avg Order Size $ 10,000.00 $ 10,000.00 $ 10,000.00 Total revenue $ 10,000.00 $ 10,000.00 $ 9,000.00 Costs 75% 75% 75% Cost of Sales $ 7,500.00 $ 7,500.00 $ 6,750.00 Acquisition/Mkt. Cost $ 1,000.00 $ 500.00 $ 500.00 Mktg Costs $ 1,000.00 $ 500.00 $ 450.00 Total Costs $ 8,500.00 $ 8,000.00 $ 7,200.00 Gross Profit $ 1,500.00 $ 2,000.00 $ 1,800.00 Discount rate 1 1.08 1.17 NPV $ 1,500.00 $1,851.85 $1,543.21 Cumulative NPV $ 1,500.00 $ 3,351.85 $ 4,895.06 Customer LTV $ 1,500.00 $ 3,351.85 $ 4,895.06
- 30. What is Your Client LTV? Scenario #2: What you Want Acquisition year Second Year Third Year Customers 1.00 1.00 0.90 Retention rate 100% 90% 90% Orders Per year 1 1 1 Avg Order Size $ 10,000.00 $ 10,000.00 $ 10,000.00 Total revenue $ 10,000.00 $ 10,000.00 $ 9,000.00 Costs 1% 1% 1% Cost of Sales $ 100.00 $ 100.00 $ 90.00 Acquisition/Mkt. Cost $ 1,200.00 $ 600.00 $ 600.00 Mktg Costs $ 1,200.00 $ 600.00 $ 540.00 Total Costs $ 1,300.00 $ 700.00 $ 630.00 Gross Profit $ 8,700.00 $ 9,300.00 $ 8,370.00 Discount rate 1 1.08 1.17 NPV $ 8,700.00 $8,611.11 $7,175.93 Cumulative NPV $ 8,700.00 $ 17,311.11 $ 24,487.04 Customer LTV $ 8,700.00 $ 17,311.11 $ 24,487.04
Hinweis der Redaktion
- Loic: Out of the 500 people we polled, 365 really believed that your online presence would influence their buying decision (and only 55 don’t think so).
- Do not give them a commodities like:Generic market commentarySanitized compliance presentationsGive them something valuable for FREEFREE is the new priceWhat do they want? An HONEST Answer
- Loic: Updating the content on your site consistently through blogs, articles or events is crucial to getting more web traffic.The most effective strategy is to run a blog, if you’re allowed by your compliance department, frequently updating your web content improves the likelihood your site will be found by members of your target market.Make your content relevant. If you are putting out articles, blogs, or any other form of content, you need to make sure that it is relevant and in demand. This is something that will have other websites passing along your content so that you are getting more and more links and recognition as a result. The bottom line is that it doesn’t work to put out fluffy content that people won’t want to read.
- Loic: Analytics should be used to track performance of your site.The data generated will help you learn how to optimize your search engine ranking, how to build longer interactions with users by developing more relevant content and what areas of your website need improvement.There are 2 separate ways to measure your web marketing efforts. If you track these metrics, you should be able to put a value to your time and $ spentQualitative: these can be hard to prove. Look at the tone of the reviews, articles or comments available online about your brand/nameQuantitative: Search for mentions of your brand / name on Google, and social media sites. Track things like number of followers and retweets on Twitter, number of blog articles shared, number of comments on blog/facebook pages, page rank for keywords, email CTR, newsletter subscribers, landing pages visits…A/B TestingYour lead capture page can always be improved. You should test your page design & messaging to let it evolve over time.You can go further with A/B testing by contacting your Search Engine Marketing consultant.For example, we tried 10 different colors,6 different text options and 4 different button shapes for our ‘Trial button’ before picking our winner.