At Revenue Architects, we are big advocates of inbound marketing with leading solutions like HubSpot, Act-On, Marketo, and Mailchimp for email marketing but we also work with a number of industry sectors where a stronger outbound approach is still needed. For example at professional services businesses like consulting, law firms, financial advisors, the promise of “inbound” is a bit over-hyped and a more balanced approach is critical.
Posts related to wealth management and financial advisor marketing.
That’s the goal of NAPFA (National Association of Personal Financial Advisors) with the recent launch of the FeeOnlyNetwork.com for its more than 1,500 Fee-Only member advisors across the country. A parallel goal is to build the NAPFA brand and promote the benefits of working with NAPFA-registered investment advisors (RIAs) for comprehensive financial planning and fee-only compensation.
This comes as Fee-Only Registered Investment Advisors (RIA) have surged and changed the way Americans invest. This in a climate where investors are more risk adverse, want to be involved in the investment process and, for all generations, increasingly use the web to “self-sell” before engaging. Having a strong web presence — including a dynamic web marketing hub, social media significance, thought leadership content and digital marketing programs — is not an option, but an imperative for advisors to be relevant and competitive today.
With FeeOnlyNetwork.com, Individual NAPFA members receive a free, search optimized profile and those who wish to pony up $250, receive a more sophisticated profile with more content, enhanced optimization and linking features. The value proposition seems solid: members can piggyback on the broader branding effort around “Fee Only” with NAPFA and generate leads and SEO value at a reasonable cost per year.
There are a number of things for members to consider in maximizing the value and effectiveness of their profiles. (See FeeOnlyNetwork mockup)
- Differentiate the message beyond “Fee-Only”
Use the bulleted specialties adjacent to photo and paragraph beneath it, to provide more depth and breadth surrounding resources and investment options offered, akin to what you might get from a broker dealer.
- Choose messaging carefully
Avoid “generic” messages like “specializes in financial planning and investment management”; be more sophisticated.
- Align Profiles & Links
Make sure your profiles line up across all your channels – LinkedIn, Website, Facebook, Twitter, FeeOnlyNetwork, etc. – including key words, messaging and positioning.
- Include Links
- Differentiate the message beyond “Fee-Only”
- Complete all of the Profile Features
This includes links to all of your social media profiles, recent articles, media mentions, welcome video and the like. If you have more than one location, be sure to include it as well. Also complete the company profile tab. There will be an ability to cross-link with other NAPFA members in your company.
- Show Bench Strength:
The network is very “planner” and individual based rather than the firm… some investors may want to see that they can engage a firm with a broader set of expertise and specializations within the firm. This can be done with the company profile tab, but perhaps you can influence the site’s positioning if you want to highlight both you and your company more strongly.
- Generate Leads:
Currently, the “Contact Me” button generates an email, however there are plans to enable a form. Be on the look out and perhaps influence its development. For example if it were a “Learn More” link instead of “Contact Me”, that could lead to a landing page on your website where they can further “opt-in” to learning without feeling the need to email you right away. Many “buyers” want to self-sell and learn about you (and others) without converting immediately to an email or meeting.
NAPFA says it has made a significant investment and allocated considerable resources to the FeeOnlyNetwork.com, a partnership with Advisorology, LLC, the parent company of the FeeOnlyNetwork.com and FinancialAdviceNetwork.com. The partnership promises to continue to enhance the FeeOnlyNetwork.com. Members would do well to actively participate in its evolution.
Thérèse Byrne is a Client Partner & Digital Strategist with Revenue Architects specializing in helping clients take advantage of modern marketing approaches to projects from the vantage of creative, innovative and agile solutions to growth. She works with a number offinancial advisor clients developing strategies and implementing compliant marketing solutions enabled by technology and inbound marketing.
In a recent post in Bank Investment Consultant, Margarida Correia points out that financial advisors face threats from direct providers like Charles Schwab and Fidelity – the very firms that are in many cases are providing the underlying services for the RIA.
Yet the article also points out a positive:
“It’s not all gloom and doom for advisors, though. Despite the inroads direct account providers have made, financial advisors still offer more robust services and can differentiate themselves by offering more personalized advice, including detailed financial planning, according to Cerulli.
“Advisors can differentiate themselves by creating a personal brand,” said Wolf. They can create a “client niche,” something that would set them apart from what the “bigger, broader firms are offering,” Wolf said.”
More Evidence of Ineffective Marketing
In an earlier survey by ByAllAccounts, Inc., the majority of financial advisors report low effectiveness of their marketing efforts, despite placing a high value on marketing.
It is clear that advisors are by and large not focusing their efforts on the most efficient marketing strategies. A large number of survey respondents still depend strongly on word of mouth and referrals for new business, and very few have dedicated marketing staff. Further, while most do advisors incorporate their websites into their marketing strategy, they also reported finding their website marketing strategy to be neutral or ineffective.
Some Strategies to Consider
Advisors should improve their websites first. In our presentations with Advisor Groups, we always point out how “all roads lead back to the website” . Make sure your website is designed solidly, well branded, and brings more dynamic content. There are also a number of related tools and strategies that advisors can take advantage of to improve marketing effectiveness, even if working with a limited budget.
- Google Analytics, a free data analysis tool, monitors website traffic and enables users to visualize and analyze the effectiveness of their website marketing strategy. This will highlight areas where improvement is necessary and will allow advisors to take the next steps in improving their marketing strategy.
- Soon, the Revenizer will launch giving a range of pre-built, easy to use scorecards. Sign up now and you will get in the loop for a free free service! We recommend this tool because too many people are not taking the time to look at the analytics and this tool makes it easy. (Revenue Architects is an investor in Revenizer)
- Advisors have also largely neglected to take advantage of search engine optimization and marketing automation software, both of which are strategies that can have a significant impact on client acquisition. Optimizing the firm’s website in order to be found by search engines will attract more traffic to the website and in turn new business to the firm.
- Off page strategies – like PR and Social Media presence adds more inbound links to your site.
- Newsletters and email campaigns are well known as a great way to stay in touch – and the technologies for this (like Mailchimp and Constant Contact among others) are improving dramatically.
- For advisors with more serious ambition to lead in marketing effectiveness, we recommend and help manage more robust marketing automation software solutions to drive greater impact and deliver more control.
Take a more systematic approach to marketing. Here are five steps:
- Define your target markets / niches carefully. Build personas around each segment
- Build your target universe of existing and potential clients (combining opt-in and acquisition strategies)
- Deploy a Revenue System – processes and technologies for email, social media, website, content, lead nurturing and development, CRM
- Run creative, tailored content-driven campaigns for each target segment
- Nurture clients with technology to help self-filter the wrong clients and encourage the right clients to your firm.
Revenue Architects helps financial advisors develop these strategies as well as select and operate the marketing technology systems that will work best for their firm based on ambition for AUM, target market and available resources. Reach us at revenuearchitects.com.
This post is being shared this week in our updated Viant weblog.which we plan to publish about once a month. The newsletter is designed to be easy to scan at a glance so readers can click only articles of interest. Articles are pulled from “Things We Think”, the Revenue Architects Blog. The blog is named after the 2001
Viant was an innovative company designed from the ground up to build digital businesses. We also created Revenue Architects from the ground up – to address our client’s revenue agenda. We thought the name worked.
The Business Issue
The pursuit of top-line revenue growth is more challenging than ever. The web, social media and mobile technologies have transformed buyer process. Businesses must integrate marketing and sales and better engage the web to capture, deepen and expand relationships. Yet, executing successfully requires a wide range of talent – from creative design and branding to content creation and technology. At the same time, some of the best experts are working independently from the traditional agency. We flexibly and adaptively bring these expert teams to our clients – helping them capture customer value with new marketing and sales.
Thanks to great clients, a great team and an extended expert network, Revenue Architects enjoyed a solid 2011 and is off to a great start in 2012. We continually refine our business model to ensure we are positioned to adaptively deliver marketing support for our client’s growth agenda. We are celebrating new members of the team, expansion of our client base, an updated website and new offices in downtown Boston. Here are some highlights:
- We helped over 15 new clients expand revenue performance in 2012
- Working with Charles Schwab and other leaders, we expanded our wealth management footprint
- With Betaspring, we launched Revenizer – a new company developing easy to use marketing score cards
- We moved to Post Office Square in Boston – co-located with Boston Insurance Brokerage
- Roy Satterthwaite joined our team to build out our client work in the west coast
- We launched a new website with some improved branding and plans for video and enhanced content
- We expanded our client base across technology, life sciences, financial services and mid-market
- We expanded our network of independent professionals and agency teams.
Welcome to “Things We Think” and our newsletter. We hope you are able to enjoy some of the perspectives and thank you to all that helped Revenue Architects have a successful 2011 and start for 2012.
Emails are one of the most often used communication methods used by businesses to reach clients and potential leads, and if used correctly email marketing can be among the most effective methods as well to grow your business. In a climate where communication is becoming increasingly digital, crafting effective email marketing messaging is vital for any financial advisor. Successful emails that clearly communicate their message enhance customer experience and generate business, while unsuccessful emails lead to may lead to confusion or lack of action. The following are a few simple steps that can be taken to maximize the effectiveness and clarity of your email marketing message while also optimizing the user experience of the email’s entire audience: the foundation of any successful email marketing campaign.
Like all good writing, email is most successful when the who, what, when, where, why, and how of the message is taken into consideration. For the purposes of user experience, the what, where, and how are the three most important of these categories.
“WHAT are you saying to me?”
- First impressions matter- make the most of your subject line: Is it recognizable, trustworthy, and relevant? What is the relationship between the receiver and the sender (whether an individual or company)?
- Use client friendly language
- Make a clear point, and provide enough context for understanding. Avoid ambiguity and a lack of call to action
- Make the email interesting and not too dense- use imagery, data, and personalization if possible
- Create a hierarchy in content, message, and visual elements- prioritize the important information and eliminate extraneous details. Differentiate colors, fonts, and placements.
“HOW do you want me to take action?”
- Take advantage of opportunities to engage your audience- linked imagery, video, buttons, charts, colored backgrounds, forward and share links
- Make the call to action obvious- Use active language. This comes back to the clarity of the message and the hierarchy of the content, message, and visual elements.
- Leave no question as to what the reader (your client) is being asked to do.
“WHERE am I reading your email?”
- Bigger is better- Be aware of recommended minimum font sizes (body 14 px, header 22 px). Body copy of less than 13 px will often be re-sized.
- Create touch targets- Include tappable touch targets and make them easy to activate with a 44 px x 44 px minimum. Try both text and image buttons.
- Streamline- Simplify content and stay within a single column template. Confine content to a skinny 320 px X 540 px frame. Make sure to prioritize the “What” and “How” aspects of the email, with short, direct content and a clear call to action.
- Ditch the automatically-created mobile version- it only represents an extra click for the reader. Instead, design with a “mobile first” mentality.
Customer relationships are so important and client experience should be the basis of the design of any email. Making sure the what, how, and where of the email from the audience’s perspective is analyzed and accounted for will help ensure that you compose a successful marketing message.
Social media is not just for reconnecting with former classmates and sharing photos from this year’s family reunion; websites like LinkedIn, Twitter, and Facebook and now Google+ can be valuable professional tools when you develop your social media presence with certain relationship building goals in mind. Taking advantage of the possible connections that social media provides and working to develop relationships with potential clients, peers, and competitors can benefit your business in ways that were not possible prior to the age of social media.
Rather than using social media for direct marketing, which is more likely to turn people away, it is most effective to indirectly promote your firm by developing your own individual online presence. Regularly publishing, posting and tweeting on related issues shows that you are active and engaged within the business community, which will in turn reflects positively on your firm. The two dimensions for measuring social media impact are reach and influence. With regular, if not frequent, substantive updates and a large network of followers will help drive the velocity of your practice and give you the benefit of positive name recognition.
One of the most effective ways that you can take advantage of social media’s networking opportunities is to collaborate with both peers and competitors in order to learn from their business practices. Join an industry group on LinkedIn and start a discussion to share tips on anything from best investment practices to which software to use. Collaborating with peers online also allows you to gain a better understanding of what they deal with, which will help you to be better prepared to work with them offline.
You can also use social media to your advantage by developing closer personal relationships with clients. Friend clients on Facebook and follow them on Twitter. You will develop a better understanding of your client as a person, which will allow you to plan better for them and therefore increase their overall satisfaction. In browsing their profile you might discover a mutual interest that could influence investment plans, and responding to their posts will show that you are engaged and attentive. Conversely, your clients will get to know you better by following your updates, allowing for a more personal and natural relationship. Advisory firms that want to draw in younger clients and investors will need to tap into social media. Of course, you must weigh your own public persona and determine how visible and transparent you want to be. Each channel has unique characteristics which may make it more suitable for personal use rather than business use. Compliance considerations are always there – but increasingly managable with a combination of tools and policies.
There are certain limitations to keep in mind when diving into the social media world. Posts are typically best kept brief – mandatory on Twitter – and nuance is easily lost, so tread carefully. There are also certain rules that regulate advisers’ public communications in order to protect investors. The SEC has not yet established any rules or guidelines specific to social media, which has allowed advisers working at small firms more room to move when working with social media. The Financial Industry Regulatory Authority (FINRA), however, has issued rules for the use of social media, requiring broker-dealers to be more formal and deliberate in their social media communications.
Provided that these rules and limitations are managed, social media networks can be a highly effective tool to benefit your business through relationship building. Be active and engaged in the online community and your growing online network will benefit your business offline, too.
Among wealth managers/ financial advisers, there remains skepticism about using social media and a digital marketing with a stronger online presence. As I prepare for an updated “Day-in-the-life of an adviser” talk next week with Schwab RIAs (clients of Schwab Advisor Services), I created a summary slide to serve as an abstract for the talk. The slide sums up the key messages for me:
- While digital marketing will not and should not replace personal 1:1 relationship strategies, it can help you grow your practice and deepen existing relationships – particularly among your increasingly connected client base.
- A good online presence can help you shift your business mix from traditional “outbound” activity to “inbound” – lowering cost of client acquisition.
- But, as content proliferates, clients will increasingly use “relevance filters” – using search, influencers and their human “social networks” for trusted answers. It is hard to “game the system”
- And, for advisors, regulation and changing technology add risk and confusion.
- So, what should you do?
- Today more than ever, firms need an effective digital marketing strategy and plan that aligns with their target client strategy.
The follow-on question is what makes up that strategy?
We focus on the three elements of the Revenue Architecture – keeping it simple, breaking it down:
1 Revenue Strategy
- Set your ambition
- Segment your audience & define long-tail positions
- Build value propositions
- Measure capability and gaps
- Envision creative strategies
2 Revenue Systems
- Design a solid website for brand experience
- Configure and deploy foundation technology / services for digital marketing
- Establish digital/social outposts
3 Revenue Programs
- Design creative multi-touch campaigns
- Develop a month-to-month/ week to week calendar
- Create multi-media content
- Publish and engage
Today I received this nice letter from Reid Hoffman recognizing me for being an early adopter. Too bad I wasn’t an early investor!! I remember while at PA Consulting Group in 2003, I wrote an article and started working with clients around the concept of using “relationship intelligence” for business (sales) advantage. The ideas stemmed in part from my excitement over the early stage company and service called ” LinkedIn” and my work building digital businesses at Viant. I have been a user ever since.
Here is the letter I received today.. I guess I was user number 104,302 on LinkedIn and now they have reached the 100M user mark.
Fast forward. Today we work with relationship-centric clients like Blackrock, Putnam, MFS, HighMark Funds and Wasatch Funds, ConRes, The First Group along with a range of mid-market clients, financial advisors and RIAs to develop personalized revenue strategies that use social media.
Why do we social tools are so valuable for business?
To me it boils down to TRUST and TIME. With so many people jumping on board and in many cases “gaming” the SEO system with content marketing strategies, buyers like you and me increasingly rely on our HUMAN network to get our answers. Our human network IS our social network. Our social network is our business network, we buy from people we know and trust.
Two recent examples:
Just yesterday, I networked in and met with my former colleague, Pierre Loic Assayag, at Traackr and gained lots of good advice on potential partners, tools and systems. He also shared with how the culture in California – where they are moving – is very much about human social network that drives business success. Perhaps we in Boston-Cambridge need to learn a lesson here and get out into the cold and network more so we can keep up. I trust Pierre to give me good input. Nothing has changed. What has changes is that I can in seconds search my LinkedIn network for people I know that can help our business.
A month ago, I was going to share Emily Guertin’s LinkedIn profile with a business colleague… but the profile did not say “Registered Dietitian” so I had her add that in. Within a week, she was contacted by another former Viant colleague and offered a fantastic new position. The hiring manager was looking for a “Registered Dietitian” within his personal LinkedIn network. She was right there. Now, Emily, there is a lot more you still need to do on your profile, so let’s talk. 🙂
Soon we will be starting with our human network first and using tools like LinkedIn and other social and business networks to support most every business and personal buying decision. I know I already do. Perhaps it is time I dust off and re-launch one of our projects – Goodasitgets – the social ranking system to support buying experiences. Thanks, LinkedIn for making a good product and also for reminding us how impactful social media has become.
John Stone will be a panelist at the PLANADVISER National Conference scheduled September 21, 2010.
More information can be found here: https://www.planadviser.com/PANC2010/
Topic: Technology and the Modern Adviser
How to use social media, such as LinkedIn, Twitter, and blogs to better promote yourself and your practice.
- Jaime Benedetti, Owner/Financial Advisor, Benedetti, Gucer & Associates (Ameriprise)
- Jim Stueve, President, Ridgeworth Investments
- John C. Stone, III, Founder and President, Revenue Architects
- T Henry Yoshida, Retirement Plan Advisor, The Maresh Yoshida 401k Group