How Financial Advisors Can Create An Effective Online Presence & Marketing Campaign
by Jen Seeger – Posted May 7, 2016 on LinkedIn
The #1 question I get asked by Financial Advisors is…Jenn, where do I start?
I hear this question ALL the time – and when I hear it,
I know what you are REALLY asking:
How do I set up my practice so I see success in the long-term?
I’ve been thinking about the answer and the truth is:
You need a two-phased approach.
Phase One: For the now
Phase Two: For the long-term
There are many reasons for a two-phase approach.
How your business looks today and how it will look in three
years will likely look incredibly different. All the work you do
in phase one will set you up for unbelievable success in phase two.
It will help you create a predictable, efficient and scalable practice.
In this article I am going to drill down on each of these phases,
and what you need to know as you transition from one to two.
Let’s start by reviewing the 7 phases of an advisor’s practice…
Phase 1: Attract Interest
Phase 2: Capture Leads
Phase 3: Nurture Prospects
Phase 4: Convert Sales
Phase 5: Deliver a Great Experience
Phase 6: Gather Referrals
Phase 7: Cross-Sell Clients
Yes, being a “10” at each phase of your practice will take time and hard work. The good news is you do the work ONCE so you can then enjoy the freedom that marketing and business automation provides going forward.
Phase 1 of marketing an advisor’s practice involves the following marketing projects:
PROJECT #1: OFFER FOR COLD PROSPECTS
This is your GREEN OFFER designed for the skeptical visitor. I like to call it your “Lead Magnet” where you are simply providing a free gift (i.e. Free Report, Checklist, Guide) in exchange for a name and e-mail. You want to ask for the minimum amount to create the least resistance so you can then follow-up via email.
This offer needs to be:
– Short (consumed within 4-7 minutes)
– Actionable
– Goal Oriented
– Easy
PROJECT #2: OFFER FOR WARM PROSPECTS
This is your ORANGE OFFER designed for curious prospects. This is your “Conversion Webinar” where you are teaching people what they want. This can be done using a weekly live or automated webinar.
PROJECT #3: OFFER FOR HOT PROSPECTS
This is your RED OFFER designed for hungry prospects. These are prospects ready to apply and hold a meeting with you. Only about 1-3% of visitors will fall into this category so it’s critical you have your green and orange offers in place to capture as many leads as possible. The red offer should allow for automatic scheduling of a 15-20 minute meeting with you designed to see if you are a good fit to work together.
PROJECT #4: LEAD GENERATION WEBSITE
This involves setting up your website to attract and convert COLD, WARM and HOT leads.
Phase 2 involves the following marketing projects:
New Prospect Follow Up: Create a 45-day email follow-up campaign designed to build a relationship that leads to an appointment.
Facebook Ads: Learn how to quickly warm up COLD Facebook traffic and convert them into leads. You better know how to use retargeting to quickly generate new leads!
Video Series Course: A 4-part video course to warm up new leads to an 8 or 9 before ever meeting with you!
New Client Welcome: Create that “WOW” experience that will make them want to refer friends and colleagues.
Educational Webinars: Run quarterly webinars to spike engagement and cross-sell clients. Leverage guest experts on co-hosted webinars!
Long-Term Client Nurture: Create automated email, text and postcard follow-up to schedule annual reviews and celebrate birthdays, holidays, etc.
Leveraging LinkedIn: Learn how to use LinkedIn to fill your calendar with highly targeted prospects.
Referral Generator: Learn how to generate qualified referrals on autopilot using a Referral Automation Blueprint.
My "Bersonal" View 