digital brand final (1)
TRANSCRIPT
The Digital BrandHow F inancial Advisors
Jeremy Floyd Image used via Creative Commons License by Arthur Matsuo
Market to the Modern, Informed Client
with
p r e s e n t s
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 Y O U R D I G I T A 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
Getting clients is more difficulttimes they are a changin’
Imag
e sh
are
by D
epar
tmen
t of E
nerg
y Ed
Wes
tcot
t. Oa
k Ri
dge,
194
5
The Catalyst
Is this the right headline?
For This…
P O S T W W I I A N D
find graph showing industrial growth after WWII
And This
3 martini lunchesP R O S P E R I T Y&
It’s Swell, Then It’s Not
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
Search Engines and Social MediaEmpowered consumers:
>>
C L I E N T S H AV E A M P L E I N F O R M A T I O N
A t T h e i r F i n g e r t i p s
Photo used under creative commons license by Johan Larsson
And They’re Connected
A N D T H E Y ’ R E C O N N E C T E D
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 ?
B U Y A C A R ?
image used by creative commons license
G O T O T H E D O C T O R
image used under creative commons license via Seattle municipal archives
I f Y o u D o n ’ t L i k e W h at I s B e i n g S a i d , T h e n C h a n g e T h e C o n v e r s at i o n .
Why market digitally? INbound marketing
– A M Y H O W E L L , A U T H O R W O M E N I N H I G H G E A R
“If you don’t tell your story, someone will.”
Y O U R W E B S I T E I S Y O U R T O P S A L E S P E R S O N
content
video
slideshare
podcast
CONTENT PROVIDEScl i ents and prospects
Moment Of Need
Relevant Resultat the
Image used under Creative Commons license by TimeTrax23
The Long Tail
High competition Low
competition
Maturity in buyer’s journey
M a p t h e c u s t o m e r j o u r n e y
image by Heidi Blanton via creative commons license
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“
What defines you?INbound marketing
=
values
purpose
promise
The world
The Brand Iceberg
Building Back Porch Vista’s Brand
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 PURPOSEWe believe you should retire well.Access your back porch vista.
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, CanadaWHAT’S YOUR 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.
Vaitape, Bora Bora
WHAT’S YOUR 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
Insert Kid Video
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
imag
e us
ed u
nder
cre
ativ
e co
mm
ons
lice
nse
by
Mic
hele
Di T
rani
Define your voice.
I N T E R E S T I N G T O Y O U R C L I E N T S
Y O U R P A S S I O N
the voice that interests them is your voice
Who are you talking to?INbound marketing
- 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.”
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 l ike to vacation?03
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 f inancial decision?
03
Why do they think you are their advisor? 03
Tip no. 3: Build a buyer persona.define an ideal client
Basic demographics
quotes
why we matterobjectives
personality
life storyWhat 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?
What will you talk about?INbound marketing
– 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.”
#SELFIE
ENGAGE
- A N N H A N D L E Y, C O N T E N T R U L E S
“Speak Human.”
EARN TRUSTWITH EVERY INTERACTION, YOU AREWHAT YOU SAY & WHAT YOU SHARE
BE FUN
BE INTERESTING
Where will you engage?INbound marketing
– 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.” -
slideshare
TEXT MESSAGE - SMS
Responsive Web
Email engagement
Podcast
Maximize Each Piece Of Content
Image used under Creative Commons License via Nana B Agyei
The Ecosystem Of Advising Athletes
Plan Ahead
Photo used by Phil Whitehouse via Creative Commons License
To recap…
3 martini lunches are out
is in.INbound marketing
YOU&KNOWING WHO YOU ARE AND WHO YOU AREN’T, MAKES YOU,
BEING ABLE TO COMMUNICATE WHO YOU ARE IS YOUR BRAND.
=
values
purpose
promise
Know Yourself
A
Know Your Client
survey them
Line them up
build a buyer personaB
BE RELEVANTbe human
be engagingearn trust
be fun & InterestingC
slideshare
TEXT MESSAGE - SMS
Responsive Web
Email engagement
Podcast
Distribute Content Appropriately
Image used under Creative Commons License via Nana B AgyeiD
Request The Survival Guide
http://bit.ly/FA-Survival-Guidehttp://bit.ly/Floyd-BPV
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
The Digital BrandHow F inancial Advisors
Jeremy Floyd Image used via Creative Commons License by Arthur Matsuo
Janney Montgomery Scott Elite ConferenceJanuary 15, 2015
Market to the Modern, Informed Client
with
p r e s e n t s