Digital brand final (1)
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The document discusses strategies for financial advisors to effectively market themselves to modern clients through digital means, emphasizing the importance of inbound marketing and building a strong digital brand. It suggests understanding client demographics, creating buyer personas, and delivering relevant content to engage clients meaningfully. Ultimately, financial advisors are encouraged to define their unique voice and adapt to the evolving market landscape.
Digital brand final (1)
- 1. The Digital Brand How Financial Advisors Jeremy Floyd Image used via Creative Commons License by Arthur Matsuo Market to the Modern, Informed Client with presents
- 2. We Have 50 Minutes 1 . T H R E E M A R T I N I L U N C H I S O V E R 2 . I N B O U N D M A R K E T I N G I S K E Y 3 . B U I L D I N G YO U R D I G I TA L B R A N D 4 . W H O, W H A T, W H Y A N D W H E R E BIT.ly/Floyd-bpv
- 3. Getting clients is more difficult times they are a changin’
- 4. ImagesharebyDepartmentofEnergyEdWestcott.OakRidge,1945 The Catalyst Is this the right headline?
- 5. For This…
- 6. P O S T W W I I A N D find graph showing industrial growth after WWII And This
- 7. 3 martini lunches P R O S P E R I T Y &
- 8. It’s Swell, Then It’s Not
- 9. Adviser’s Organic Growth Rate AUM Growth Rate F I N A N C I A L A D V I S O R S A R E F I G H T I N G M O R E F O R L E S S source: kitces.com
- 10. Search Engines and Social Media Empowered consumers:
- 11. >>
- 12. CLIENTS HAVE AMPLE INFORMATION
- 13. At Their Fingertips Photo used under creative commons license by Johan Larsson
- 14. And They’re Connected A N D T H E Y ’ R E C O N N E C T E D
- 15. Image used under Creative Commons license by Kool Kats and Cam Evans B U Y A T E L E V I S I O N ?
- 16. B U Y A C A R ? image used by creative commons license
- 17. G O T O T H E D O C T O R image used under creative commons license via Seattle municipal archives
- 18. If You Don’t Like What Is Being Said, Then Change The Conversation.
- 19. Why market digitally? INbound marketing
- 20. –AMY HOWELL, AUTHOR WOMEN IN HIGH GEAR “If you don’t tell your story, someone will.”
- 21. YO U R W E B S I T E I S YO U R T O P S A L E S P E R S O N content video Twitter linkedin slideshare podcast
- 22. CONTENT PROVIDES clients and prospects Moment Of Need Relevant Result at the Image used under Creative Commons license by TimeTrax23
- 23. The Long Tail High competition Low competition Maturity in buyer’s journey
- 24. Map the customer journey image by Heidi Blanton via creative commons license
- 25. Google and Shopper Sciences partnered to reveal the Zero Moments of Truth for the financial investment category and found that consumers research for two weeks or longer seeking an average of 8.9 sources of information“
- 29. What defines you? INbound marketing
- 31. Building Back Porch Vista’s Brand
- 32. Insert Core Ideology PosterOUR VALUES We care about our shareholders. We do the right thing, in spite of the noise. We never let up. We ask why. We get there together. OUR PURPOSE We believe you should retire well.Access your back porch vista.
- 33. Your day is filled with emails, phone calls, and a million other small tasks. TIMES LIKE THIS MAKE IT ALL WORTHWHILE. Algonquin Provincial Park Ontario, CanadaVISTA? elping clients t destination, me to take your ion, our goal is tape, Bora Bora WHAT’SYOUR VISTA? Whether your vista is helping clients reach their retirement destination, or finding enough time to take your own family on vacation, our goal is to get you there. Swiss National Park Zermatt, Switzerland
- 34. Insert Kid Video
- 35. Bombastic boasts —"We are positioned to become the preeminent provider of XYZ" —do not constitute a position. T H E S I S 2 4 , C L U E T R A I N M A N I F E S T O imageusedundercreativecommonslicensebyMicheleDiTrani
- 36. Define your voice. I N T E R E S T I N G T O YO U R C L I E N T S YO U R PA S S I O N the voice that interests them is your voice
- 37. Who are you talking to? INbound marketing
- 38. - P E T E R D R U C K E R “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
- 39. Tip no. 1: Line them up. list common characteristics of your best clients 01 What are their hobbies? how old are they?02 where do they like to vacation?03
- 40. Tip no. 2: Observe your clients. don’t outsource the important stuff 01 How do they make complex decisions? How do they describe you to someone else?02 What concerns them most about making a poor financial decision? 03 Why do they think you are their advisor?03
- 41. Tip no. 3: Build a buyer persona. define an ideal client Basic demographics quotes why we matterobjectives personality life story What is the age, sex, income, marital status of your ideal client? Are they analytical, spontaneous, enthusiastic, irrational? Why do they “really” do business with us? What is this person trying to accomplish and how are we uniquely positioned to help her? What are some real quotes collected from client interviews? Where did they go to school? How many kids? What do they enjoy?
- 42. What will you talk about? INbound marketing
- 43. – T E D J E N K I N , O X Y G E N F I N A N C I A L I N C . “People weren’t as interested in hard-core, financial planning content as they were… day to day lifestyle content.”
- 44. #SELFIE
- 45. ENGAGE
- 46. - A N N H A N D L E Y, C O N T E N T R U L E S “Speak Human.”
- 47. EARN TRUSTWITH EVERY INTERACTION, YOU ARE WHAT YOU SAY & WHAT YOU SHARE
- 48. BE FUN
- 49. BE INTERESTING
- 50. Where will you engage? INbound marketing
- 51. – D AV I D M E E R M A N S C O T T “Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it.” -
- 52. slideshare TEXT MESSAGE - SMS Responsive Web Email engagement Podcast Maximize Each Piece Of Content Image used under Creative Commons License via Nana B Agyei
- 53. The Ecosystem Of Advising Athletes
- 54. Plan Ahead Photo used by Phil Whitehouse via Creative Commons License
- 55. To recap…
- 56. 3 martini lunches are out
- 58. YOU& KNOWING WHOYOU ARE AND WHOYOU AREN’T, MAKESYOU, BEING ABLE TO COMMUNICATE WHOYOU ARE ISYOUR BRAND.
- 60. Know Your Client survey them Line them up build a buyer persona
- 61. BE RELEVANT be human be engaging earn trust be fun & Interesting C
- 62. slideshare TEXT MESSAGE - SMS Responsive Web Email engagement Podcast Distribute Content Appropriately Image used under Creative Commons License via Nana B Agyei
- 63. Request The Survival Guide http://bit.ly/FA-Survival-Guide http://bit.ly/Floyd-BPV
- 64. R E C O M M E N D E D R E A D I N G • New Rules of Sales and Customer Service, David Meerman Scott • Start with Why - Simon Sinek • Power of Why - Richard Weylman • Content Rules - Ann Handley • Anything Seth Godin • Duct Tape Marketing - John Jantsch
- 65. The Digital Brand How Financial Advisors Jeremy Floyd Image used via Creative Commons License by Arthur Matsuo Janney Montgomery Scott Elite Conference January 15, 2015 Market to the Modern, Informed Client with presents