We recently released Financial Advisor Marketing Dashboard, our new content management platform for advisor websites, and we are extending a $1,600 discount on upgrading your Advisor Products website through May 31.
Financial Advisor Marketing Dashboard (FAMD) integrates your social networks, email newsletter, blog, and client portal with your website and is a major upgrade over the AdvisorSites BackOffice.
Upgrading to FAMD gives you everything you get in a Platinum subscription — plus integration with Constant Contact or MailChimp email marketing campaign systems and an inbound marketing funnel for generating leads.
I received a brilliant message via LinkedIn today from a CFP practitioner and investment advisor considering Advisor Products to develop his RIA’s website. Mike’s message was brilliant for more than its brevity:
My biggest concern about outsourcing our marketing is that:
1. Everyone seems to use the same material
2. You have to disclose that it is third-party ghost-writing
3. Most of the stuff is really basic and unsophisticated. How are you different?
I love this guy! His questions were so good! I removed his last name, cleaned up his punctuation, and below share my reply to Mike’s three questions.
My biggest concern about outsourcing our marketing is that:
1. Everyone seems to use the same material?
Yes, your website does have the same articles as other RIAs that hire us. In fact, the status updates we provide are the same and so are the video white papers. It does not matter. Here’s why.
Using our content on your website is not a search engine play. It’s a content play. In fact, we actually embed code on our sites specifying that our content should not be indexed by search engines. (Duplicate content could hurt your search rankings.)
As a content play, the articles, videos, status updates, and white papers we make available for you to post on your website inform people about wealth management.
The content is largely derived from a weekly continuing professional education program I have produced since October 2008 on Advisors4Advisors. The content is authoritative and supports advisors who use broad diversification, Modern Portfolio Theory, and provide financial planning or concierge services to UHNWIs.
Please take a look at an article that is part of our latest content campaign. You’ll see why clients and prospects often find this content valuable.
For professional practitioners, our content is the best in the financial services industry.
Moreover, the tweets can be customized by you with your keywords and the links they contain to your website are each unique. And email newsletters, of course, only go to specific users.
Point is, the fact that hundreds of advisors across the country use our system does not degrade the value of the content. I virtually never hear that two prospects were sent the same content ad it was an embarrassment. Once, I remember, I did have a problem: Five NAPFA advisors used my print newsletter in Seattle and two of them sent a newsletter that contained the same article. That incident occurred 18 years ago. No others since. Funny.
2. You have to disclose that it is 3rd party ghost writing?
People do not care if a third party wrote the content you sent them. They only want good information!
Since our content is derived from a professional education program based on best practices for professionals, it’s different from other content from third-party providers.
Finally, sending highly-valuable content for UHNWIs reflects well on your brand, and you can customize all of it by adding your own blog posts, status updates and other original content. Let us handle the “heavy lifting” by reporting on the latest tax and investment news, while you add in an occasional post about wealth management and also — perhaps more importantly — you post social updates about your daughter’s graduation, a photo from your surprise birthday party for your wife, and other personal content.
Oh, and we append a disclosure on all advisor websites saying, “This article was written by a professional financial journalist for <<Company Name> and is not intended as legal or investment advice.” RIAs must never hide the cheese. A former head of SEC’s Division of Investment Management once told me many years ago that RIAs should always disclose when they do not author the articles in their newsletters, websites, and marketing materials. We’ve done that always ever since.
Advisors who use Fritz Meyer’s or Bob Keebler’s monthly slides and customize them to include their own ideas, might want to reference Fritz or Keebler Tax And Wealth Education as the source of the materials, depending on how much they alter them, and we provide some boilerplate language to disclose that. Plus, the original sources, like the U.S. Labor Department, are always cited.
3. Most of the stuff is really basic and unsophisticated. How are you different?
Hopefully, I answered the content quality question above.
As for how we are different, I just spent an hour writing this email to you and will publish it in a few minutes to one of my blogs.
While Bill Bachrach is a brilliant speaker and marketer, I was always troubled by his assertion that advisors should not regularly send clients and prospects educational information about managing their wealth.
Bachrach, a columnist at one of the financial advisor trade publications, has helped thousands of advisors in many ways I’m sure. You don’t get to be as popular as he is for no reason. But I’ve always disagreed with this one idea of his. I’ve always believed educational marketing — today called “content marketing” — is a great opportunity for advisors, in addition to being the right thing to do.
The growing importance of content marketing on the Web and in social media has dispelled any legitimacy to the notion that advisors educating clients and prospects are doing something bad, unwanted, or unneeded. The global financial crisis laid bare the danger in not educating people about financial management and was shown to be a terrible idea for advisors.
Yet there remains a group of advisors who think educating clients about financial matters is a bad idea. They argue that advisors only need external communications with clients that talks is about an advisor’s family and other non-financial topics. I’m not saying all your communication should be about financial matters.
Simply put, if you are among those still clinging to the notion that education is bad for advisor-client relations and bad marketing, you are delusional. Over the long-term advisors sending clients educational content about investment, tax, and estate planning will always win out — assuming the content is great. It stymies me that some advisors don’t know that.
If you agree that education is a great opportunity for advisors, read this article about the Financial Advisor Content Marketing System and view the video below.
Of course clients need to know about the tectonics of wealth and retirement. Explaining the U.S. Government’s long-term fiscal outlook is part of your job.
Though some may not care about your articles and videos, making the effort to educate people is the responsible thing to do, and it will bring desired results. I use these techniques myself and that’s why you’re reading this! It’s also why I’ve developed the Financial Advisor Marketing Dashboard.
FAMD is an integrated financial educational system for RIAs, broker/dealers, and trust companies. Artfully produced educational articles and videos making complex financial subjects easy to understand engenders the trust of clients and potential clients.
FAMD integrates its articles and videos educating clients with an automated distribution system for conducting marketing campaigns via Facebook, LinkedIn, and Twitter as well email newsletters via MailChimp and Constant Contact. Those media feed an inbound marketing and lead-generation funnel for investment advisors. The content is especially well-suited to investment fiduciaries working HNWIs and UHNWIs.
Financial Advisor Marketing Dashboard
Campaigns are managed using an open source content managing system that can be hosted by Advisor Products or embedded in any WordPress site using a plugin. Each quarterly marketing campaign consists of four content components:
1. Articles on your website, with efficacy measured by Google Analytics
2. Social media status updates measured by activity of your networks
3. Email newsletter campaign tools and analytics using Constant Contact or MailChimp
4. Video white papers accessible to those who follow you on social media or subscribe to you email newsletter
In a nutshell, FAMD drives visitors to your website using email newsletters and status updates to your social networks and helps you to convert visitors into leads using video white papers. At that point, it’s up to you to convert leads into relationships, but we are giving wealth managers and financial planners the most sophisticated ongoing online content marketing system extant.
The Latest Content Marketing Campaign
The new campaign includes a five-minute video white paper with economist Fritz Meyer speaking about the U.S. Government’s long-term financial outlook. It took me 40 hours to produce and another five hours of staff time to get the content edited, proofread, reviewed by FINRA, and posted on advisor websites.
The campaign depicts a benign 10-year outlook for government deficit spending followed by a steady rise in government debt 2024 and 2050, which in 25 years cripples the U.S. economy with as much debt as Portugal faces today — a truly frightening and avoidable prospect.
The campaign explains how the U.S. Government’s fiscal position will be worsened by the rising cost of interest incurred on the Federal debt and the link to Social Security and Medicare. Fritz explains how the benign near-term outlook for deficit spending could ironically cause the U.S. Congress to “kick the can down the road” instead of resolving the inevitable structural deficit facing the nation.
Content, Credibility And Financial Advisors
Educating clients will boost your credibility and trustworthiness. It does not matter that you do not create the articles, status updates and videos yourself. No one expects you to do that. You’re not a media company. People just want authoritative information that’s easy to consume. But it is very difficult to do.
Authoritative Financial Content For Investment Fiduciaries
For the deficit spending campaign, I collaborated with economist Fritz Meyer Economic Research. Fritz, who formerly served for about a decade as Senior Investment Strategist for one of the world’s largest investment companies, has been conducting monthly professional education webinars produced by Advisors4Advisors, a company I founded in 2008, for the last 41 months, and he spoke at a continuing education webinar three weeks ago about the long-term structural deficit. I edited a voiceover of Fritz explaining the issue in detail to financial advisors on that professional education session. I edit in visual cues directing the viewer’s eye to key numbers or data points, making Fritz’s analysis easy to understand and learn about.
To be clear, if you educate people on substantive wealth management issues using email newsletters, social networks, and videos, they will value join your network and subscribe to your email newsletters and you can begin many long-term conversations with connections you are not now touching. However, the quality of your content must differentiate you. You must provide ideas to clients that they can’t get anywhere else, and that’s where Advisor Products is different from all the other content marketing vendors targeting financial advisors.
Below is a 20-second video posted on advisor websites as part of the just-released U.S. Deficit marketing campaign for advisors. The video is embedded in an article entitled, “The Long-Term Fiscal Status Of The United States.”
To the right of the article a call-to-action graphic offering a special report that visitors to your site can view by connecting with you on LinkedIn, Facebook, or Twitter or by signing up for your email newsletter.
When a visitor connects with you socially or subscribes to your email newsletter, he will be able to view the full five-minute video white paper the deficit spending issue.
Below is a 20-second clip of the five minute video, which is embedded in the article and teases the five-minute special report, and you can see how the full campaign and video white paper work on advisor websites here.
Advisor Products recently released a new open-source content management system for advisor websites. It’s a big improvement over AdvisorSites BackOffice and we are offering a huge discount if you upgrade by March 31.
The new system, the Financial Advisor Marketing Dashboard (FAMD), does a lot more than manage a website. FAMD integrates your social networks, email newsletter, client portal, and content marketing strategy with your website.
FAMD enables you to develop a website leveraging the newest open-source technology.
Platinum subscribers who upgrade to FAMD by the end of February will save up to $1600 on the upgrade. A “Designer” Website with our content rotator, a template that normally costs $2,000 to develop, will cost you just $1000. Plus, you’ll save $600 on the cost of setting up our new email newsletter and lead generation modules. This is a one-time offer to upgrade your website to the latest technology at a low price.
Upgrading to FAMD gives you everything you now get in your Platinum subscription: AdvisorVault, monthly educational wealth management content, “panic-protection” content, website archiving, up to an hour each quarter of help-desk support, secure professional collaboration, and more. Plus, you get two new marketing modules, one for managing email campaigns and another for integrated marketing campaigns using classic social, email, and inbound marketing techniques.
Email Newsletter. FAMD lets you push summaries of monthly educational articles from our library (and graphics) into MailChimp and Constant Contact email newsletters, bringing clients and prospects to your website to read the articles. Every Friday evening, an email newsletter can be sent automatically, updating clients on investment and economic news. MailChimp or Constant Contact analytics and auto-responder tools can be used in campaigns, so you can see who is opening your newsletters and measure campaign results.
Lead-Generation Module. Included in FAMD is a newly-developed module for inbound marketing campaigns. Each quarter, two new video white papers can be placed on your site, which visitors can see by providing their email address, signing up for your email newsletter, or following your company on LinkedIn, Twitter, or Facebook.
FAMD is the most powerful content marketing system offered to financial professionals, and I wanted to offer our loyal Platinum customers an opportunity get the new platform before widely marketing the system to others. You are getting the best development deal we’ve ever offered by buying now. See a sample of what your upgraded website can look like and call us at 516-333-0066 x224 to learn more.
Wall Street’s poor track record for forecasting the best and worst industry sectors is the subject of a new content marketing campaign created by Advisor Products for independent financial professionals.
The campaign is based on a study spanning nine years by economist Fritz Meyer, who has meticulously documented the investment results of sector forecasts made annually by 10 top Wall Street strategists in a Barron’s cover story since 2005. Meyer’s research shows how Wall Street’s sector bets have been a dismal failure.
Meyer’s findings convincingly show that even Wall Street’s top strategists cannot consistently pick the next winning or losing stock sectors. It is an authoritative study that holds Wall Street’s largest firms accountable – along with other talking heads regularly paraded on financial TV shows — for their investment forecasts.
The FINRA reviewed content marketing campaign is comprised of two articles on advisor websites, 30-second videos accompanying the articles, three tweets about each article, and a six-minute white-paper featuring Fritz Meyer explaining his nine-year study of Wall Street’s sector calls. Users must submit their email address or follow an advisor on social media to view your video papers.
The content marketing campaign is part of the Financial Advisor Marketing Dashboard from Advisor Products. For more information, call us at 888-274-5755.
Financial advisors who use Constant Contact or MailChimp can now easily import Advisor Products content into email newsletters. Our Financial Advisor Content Marketing System is now integrated with Constant Contact And MailChimp.
Advisor Products makes educational articles and videos that wealthy investors need to know about. Now, advisors can automatically populate emails newsletters built using Constant Contact or MailChimp with FINRA-reviewed content from Advisor Products.
When your email newsletter recipients click on a headline to read more about a financial tip, a browser opens with the full article on your website, and your website contains links to “research reports” that can be downloaded by visitors who submit their contact information or connect with you on social media. This lets you to begin a long-term conversation with more people by using educational content about retirement income planning, why a financial advice fiduciary is different from other advisors, quarterly investment performance in the context of long-term trends, and other topics transparency and consistent with best practices in the profession.
The Financial Advisor Content Marketing System is a sophisticated online marketing solution well suited for financial advice fiduciaries that manage broadly diversified portfolios of index funds or ETFs and that also provide financial planning services.
Advisor Products content is based on best practices taught by thought leaders in the financial advice profession at continuing professional education webinars produced weekly by Advisors4Advisors, an affiliate of Advisor Products.
The Financial Advisor Content Marketing System is best used to augment original content that an advisor publishes in a blog with original financial content optimized for search engines with your location and key search terms. And even if you do not produce any content of your own, it will boost your website traffic and let you automate creating email newsletters in Constant Contact and MailChimp.
The vast majority of advisors do not have time to do the research, analysis, and creative work necessary to produce great articles and videos. The Financial Advisor Content Marketing System is designed to maximize the benefit of personalizing a 140-character status update. Inserting your local and topical search phrases in status updates helps boost your search engine ranking and the links in your status updates to an article or video we have produced for you and placed on your website.
The Financial Advisor Content Marketing Systems helps boost your search engine ranking for your local and topical search phrases, and it differentiates you by communicating meaningful financial knowledge that educates consumers and provides transparency about the way you practice.
Using our WordPress plugin for financial advisor websites, you can now add The Financial Advisor Content Marketing System to any WordPress website.
If you’re using an up-to-date version of WordPress (3.6 or higher), you can add The Advisor Content Marketing System to your WordPress website for free.
Once you install the WordPress plugin, all of our articles will be available from your website and you’ll also be able to stream financial planning and wealth content to your social networks using a social media dashboard.
Adding our monthly updated content about investing and financial planning and the social news stream to your WordPress website costs $1,337 a year. Adding an inbound marketing lead funnel to advisor websites costs an additional $663 annually.
If the pricing seems complicated, I’m sorry. But if we do not make individual components of The Financial Advisor Content Marketing System available and only sell it as a package, invariably we get requests from advisors who only want only the lead generation module or who only need the articles and videos.
Point is, for $2,000, a financial planner or investment advisor gets all of our very excellent educational wealth management content plus two new inbound marketing lead-generation campaigns quarterly. That’s a pretty amazing deal if you know enough to appreciate it.
By the way, few financial advisors understand the value of the system we’re offering because it is pretty advanced. Most advisors are so caught up in their day-to-day business concerns that they don’t have the attention span to know how powerful this can be. If you made it this far into this post, then you probably know a lot about content marketing and social media and you understand what I am talking about. It’s the real deal. You can call me if you want to plot out a strategy for using this powerful content marketing engine for wealth managers, financial planners, RIAs and other financial advice professionals.
Advisor websites become a lead-generation tool when integrated with our Financial Advisor Social Media Content Stream.
Here’s how to configure the social media dashboard for advisor websites with your Linkedin, Facebook, and Twitter accounts.
Advisor Products has been making financial advisor websites since 1997, and our focus on providing content has always differentiated us from other website vendors targeting RIAs and financial planners.
Since the 2008 financial crisis, we’ve improved our content by collaborating with the best minds in the financial advice profession, and we have cracked the content marketing problem faced by RIAs and financial planners. How?
In October 2008, I started an advisor education effort that has evolved into an online continuing professional education portal called Advisors4Advisors. A4A produces online educational presentations that a CFP, CIMA, and CPWA can view anytime and receive continuing education credit 24/7 for viewing. (We just were recently approved as CPE credit sponsor for CPAs attending our live webinars.)
Point is, A4A gives financial advice professionals 24/7 access to the best minds in the profession, and then Advisor Products converts their ideas into content that educates clients of advisors. Advisor Products creates articles and videos about financial planning for the ultra-wealthy that get posted to advisor websites, and you can choose which articles appear on your website using the AdvisorSites BackOffice content management system (CMS).
That’s where our social media dashboard for advisor websites comes into play. With every article and video we produce for advisor websites, we create social media status updates that can be personalized by you and scheduled for posting on your LinkedIn, Facebook, and Twitter accounts. By editing the 140-character we provide you to include your local- and target-market keywords, you improve your search engine results and — more importantly — target your social connections with intelligent financial planning ideas for wealthy families.
The platform costs $2,337 annually and is called AdvisorSites Platinum. If you only want our content and don’t need our secure client portal, website archiving, and service from our technicians, then you can add our content to your website for just $1,337 annually.
Now for the clincher, the new piece of this content marketing system, which completes the system: a lead-generation module that turns advisor websites into a content marketing machine. The lead generation module provides your social connections with in-depth special reports that visitors to your website must sign in to view. They must sign in by providing you their email address and, if you want, a phone number, to view your special reports.
Advisor Products has been producing websites since 1997 and we’ve had to be innovative to survive and thrive as the Web has evolved, but it’s not been easy always. Now, I am happy to report, I think we’ve got social media marketing nailed. Here below is a detailed explanation of what we’re doing along with some context for understanding our solution.
Early Adoption By Advisors. In the first wave of social media adoption by financial advisors, which began about four years ago, BDs led adoption by implementing compliance technology solutions with little regard to content. They flopped, according to executives at several large BDs. In that initial effort, a few social media marketing companies offered proxy software. An advisor would not log in to LinkedIn or Facebook to interact with their network. Instead, you would log into their applications, which were stripped down versions of the social networks. It was impractical because the apps advisors would use worked on desktops but often did not work on all the different mobile browsers, so you could not tweet from your smartphone.
The early solutions came from compliance apps or from companies whose founders were technology experts. They were not experts in financial planning. After selling the BDs on their solutions, these companies realized they were really in the content business. They’ve struggled to produce content. But they don’t know what a defective grantor trust is or why many wealthy individuals are asking judges to bust trusts created just five or 10 years ago. Content marketing, funny enough, depends ultimately on valuable content. Check out the two-minute video below to see a sample of client content for RIAs advising ultra-high net-worth individuals (UHNWIs).
Second Wave of Adoption Brings RIAs. A second wave is now under way in which advisor adoption of social media is driven by content, and now RIAs as well as BDs are adopting social media marketing. RIAs are hiring consultants to produce content, and the BDs are working with compliance technology companies and marketing companies. But based on my conversations with advisors and BD executives, neither of these efforts are working out very well. Why? It’s rare to find a consultant with the skills needed to do the job right.
Effective Content Marketing For Advisors. To produce effective content on the Web for advisors, a consultant must master three unrelated fields:
- Search engine optimization
- Financial planning
Finding a writer is easy. Finding a writer who knows about search engine optimization is a bit more difficult. Finding a writer who knows SEO and understands the financial advice business is very difficult.
Meanwhile, advisors are neither writers nor SEO experts. So they have no idea what they’re being sold. Consequently, advisors are often hiring consultants that know a lot about financial planning but little about SEO or SEO consultants that know very little about financial planning. I’m sure most of these consultants are good people who are trying to do their best. But they don’t know what they don’t know. Plus, they’re local. You can often meet with them, and that’s nice. But advisors wind up getting sold on content marketing solutions with big holes strategically or technologically.
Advisors Get Snookered. Where advisors fail in content marketing is because no one wants to read the information they’re sending. Consultants are telling advisors that the only way to succeed in social media is by producing content. Yes, that’s true. You need to create content. But the content can’t be about nonsense. It must be timely and incisive. If you are not creating content people respond to, you’re wasting your time and your prospects’. Everyone is bombarded with a stream filled of unimportant ideas. Adding to the cacophony does not differentiate you. To digress, most writers don’t know financial planning or the financial advice business, and can’t be expected to write about the topics your high-net-worth target clients care about. People who write for a living generally don’t have a lot of money. That’s why they’re called “starving writers!” They’re writing about financial problems they’ve not experienced. They’re probably not reading The Economist every week and they probably don’t know that many investors are currently unhappy because their advisors diversified globally at a moment when the U.S. stock market has outperformed the rest of the world’s regions by a wide margin for several years. On the other hand, if you can fluently provide news for ultra-high-net-worth investors–uncommonly smart educational news content UNHWIs can’t find elsewhere, then you are differentiating yourself. If your writing consultant could provide that kind of content, they would not be a writing blog posts for $100. An advisor I know, who is spending a $2,000 a month on content marketing–more than 10 times what Advisor Products charges for its top content package–told me he knows his content is “crappy.”
Content Need Not Be Original. A big misconception is that you have to create the content or hire a writer to produce valuable content. That’s just not true. Last month’s Journal of Financial Planning contained an article written by a marketing consultant who stated as a fact that “canned” content solutions–a pejorative term for describing content for advisor clients not written by the advisor or private labeled by many advisors–do not work. But she provided no evidence, and she’s wrong. Consultants are biased. Telling advisors that all their content needs to be original supports their business purpose. The consultants get paid to write original content. Or maybe they simply don’t know any better because they’ve bias has prevented them from examining how syndicated content can be a more cost-effective and powerful solution. Who knows what’s in their hearts? But the truth is your clients and prospects don’t care whether you write your own content or link to The Wall Street Journal to give them the valuable ideas they need to know about. Clients and prospects—your social media connections and email subscribers—simply want authoritative, informative, and easy to consume content about wealth management, and don’t care if you write it or not. “Canned” content can be used to accomplish the same goals as hiring a writer who interviews you and writes for you, but at a fraction of the cost.
Tweeting Content You Did Not Write. Some advisors tweet articles written from authoritative publications and that’s an okay way to engage social network connections, but it has a couple of serious flaws. First, linking to articles and videos written by others drives traffic to those publications instead of your website, where you can market to your connections and email newsletter subscribers. Linking to newspapers, magazines, and mutual fund companies can, in fact, undermine your message, if that’s the only content you provide. Newspapers and magazines are in the business of empowering investors to manage their money without an advisor. They’re not written from an advisor’s point of view. And while the finest fund companies, like DFA, might provide excellent content and research, their videos and articles trumpet their products and not your brand. Their materials are also not intended for clients and are produced for advisors.
What Advisor Products Is Doing. Advisors need authoritative, easy-to-consume content trumpeting their brands that reflects their perspective. So Advisor Products creates authoritative content that can be branded by you. We make it effortless for you to use that content to bring your social network connections to your website. Tweeting a link to an article that is authoritative, informative, and easy to read and that is posted to your website is a great way to communicate with prospects and clients–even though the article or video is not produced by you. So Advisor Products has been creating content in collaboration with thought leaders in the profession: Bob Keebler, an expert on estate and income tax planning; Prof. Craig Israelsen, an expert on applying modern portfolio theory to low-expense portfolios, and Fritz Meyer, an economist and investment strategist. Our content is based on in-depth analysis by the best minds in the profession, experts in specific areas of wealth management.
Social Networking Must Be Easy For Advisors. Content marketing using social networks must be very easy or effortless, or the vast majority of advisors won’t do it. Since content marketing is unlikely to bring immediate results, few advisors have the discipline and patience to make the long-term commitment necessary to and put the time into writing articles and posting status updates. I love this stuff and can go for days without offering a tweet when I’m busy. Advisors need to be able to get their names and ideas across to their social media connections with little effort. Most RIAs do not have the staff to devote or the time to tweet, write blog posts, and make videos and slide shows. Most advisors need a system that will be on auto-pilot, where they do almost nothing. We’ve got that.
How It Works. FINRA-reviewed articles and videos that we create are in a database that advisors access using the AdvisorSites BackOffice, our own content management system. You simply click on a check box when you want a story to appear on your website. Then, you use our social media dashboard to send out status updates about each articles posted to your website. We build sites on Joomla, an open-source content management system that we’ve integrated with our content distribution systems, and we develop sites on a proprietary .NET content management system for advisors affiliated with BDs and that allows pre-review of content by a compliance department.
Social Media Marketing Integrated And Lead Generation With Advisor Websites. The solution Advisor Products has developed integrates three crucial components in online marketing for advisors: high-value articles and videos about wealth management, status updates, and lead generation. We write and send for FINRA review, three status updates (tweets) for each article or video we produce for your website. The tweets can be posted automatically to appear in your profile and on your social network connections’ news stream on LinkedIn, Facebook, and Twitter. The tweets link back to the articles on your website. This solution did not come about overnight. It was built incrementally over many years. But now I am happy to report that we have it nailed. I believe we’ve cracked the code for mass personalization of quality content marketing campaigns for advisors to UHNWIs.
Lead generation. “Call to action” graphics on your website invite visitors—your social media connections and email-newsletter subscribers—to download a video, slide show or article and requiring they submit an email address and phone number, which gets emailed to you automatically and becomes a lead. This enables advisors to execute content marketing campaigns. The image directly above shows how call-to-action graphics (CTAs) can be placed on a site. The graphics on every page of your site prominently feature colorful Windows-style tiles linking to special reports for your target market. The uncommon knowledge conveyed in these educational videos generates leads. When you post a tweet about retirement income planning that one of your social connections wants to view, they click on the link in the tweet on LinkedIn, Facebook, or Twitter, which takes them to your website. At your site, your visitors see a graphic off to the side or on the bottom of the page that might say, “Special Retirement Income Report,” which they can view by providing their contact information. When visitors to your site click on a call to action graphic, it displays the special report only if they provide their email address and phone. They become leads for you. The snippets from a retirement income special report is embedded at the top of tbs post. Below is another special report about diversification and 2Q13 stock performance.
Personalization. All of components are personalized. The tweets are on your social profile. The articles and videos are on your website under your brand. The special reports are branded to you as well with your logo and firm name and contact information. If you want to do a little bit of work, you can append the status updates we have written with your keywords. For example, we may write a tweet, “10 ways retirement income investing is different in 2014.” You can append it to say, “10 ways retirement income investing is different in 2014 for doctors in North Carolina.” That will help your search engine rankings is doctors in North Carolina is your target market. You can pick your articles and tweets once a week or once a month in 10 or 15 minutes, append the tweets with your keywords and schedule them to go out on specific days and times. You have a personalized, social media marketing program with some of the best client education content available anywhere.
Blog writing. If you want to take things to the next level and invest in writing a blog, then you’re going to have more success with search engine optimization. That is, if you fill your blog with the keywords people are likely to use to search topics you advise on, then you’ll be helping people find you who are looking for solutions you provide. By combining keywords about wealth management niches with local keywords about your community, you increase the likelihood local people will find you. Often the topics are not about estate planning or wealth management. For example, I am working with an advisor now who is located in an area dominated by golf courses and country clubs. So we’re writing posts about the long term cost of golf club membership and listing he annual and up-front cost of the different country clubs in the small towns with the wealthiest residents. If you optimize your website and do not write a blog, your website still needs to be optimized for your keywords and you still need to optimize your title tags, metadata and perform other on-page SEO tasks, but your chances of success in using search engines to enable to find you are much lower than if you post articles with you keywords regularly.