Video Overview

Social Media Marketing For Financial Advisors
Live Social Media Posting: The Do’s and Don’ts of Social

Tucker Advisors Senior Digital Marketer Jordan Collins speaks on the various social media strategies to use when putting together and executing your content marketing plan. 

This presentation was given at the Tucker Super Conference XVI in January of 2021 and is only for financial professional use. Insurance-only agents are not licensed to offer investment advice.

Video

Video Synopsis: Social Media Marketing For Financial Advisors

When you start out on social media, it’s important to make marginal gains. By this, I mean to start small and work your way up. You don’t want to have 3 mediocre social media channels if you could use the same amount of energy to have 1 great social media channel that is providing value and feeding you leads. Social Media Marketing for financial advisors at the end of the day, is about getting a return for the value you are providing. 

A good way to figure out what you should be posting is by doing some scouting. By scouting, I mean checking out what your competitors are doing online. What channels are they on? What type of content do they post? How often do they post? These are a few of the questions you should be asking yourself as your research your online environment. From here, you can answer these questions for your own practice based on how they are going for others. Once you have an idea of what you’d like to post and how you’d like to appear it’s time to set up your profile.

When setting up your social media profiles, you should aim to fill out everything possible and use a professional image. A professional image is a picture that wasn’t taken as a selfie or in a mirror. You should use a tripod and make sure you have good framing/lighting or you should pay a professional.

Now that your social media profile is set up it’s time to attract people from your target audience using information and content that reflects positively on your business. The post types that we’ve seen work well are interesting, education, service-oriented, and containing financial news. Content types like these offer value to the end-user. You want all of your posts on social media to provide some form of value to your audience as these people are whose attention you want.

To ensure that you are always providing high-quality content, you need to create a content marketing plan. A content marketing plan tells you what’s being posted when it’s being posted, why it’s being posted, and how your audience can interact with your piece of content.

Why put in all this work just to know what is being posted and when?

-Because coming up with posts on the spot leads to posts without value

-You’ll make fewer mistakes

-You’ll post more consistently and frequently

-You can’t focus on the big picture if you’re stuck on what to post

-You won’t miss relevant holiday and yearly opportunity dates to post something engaging, funny, or on-topic

-It will make it easier to track what is working and what isn’t

Now that we have a content marketing plan, we’ve set up our profile, and we have a professional image; what’s next?

Create a content library for where your images, videos, and media will live. If you’re starting really small, this could be as simple as some Google Drive folders. From here you now have a place to access the content, you have a schedule for posting it, and you know the type of content to create for your audience. Depending on your team you’ll need to fill in the gaps on who will be putting the content together and what form it will take (video, pdf, image, etc.)

If you don’t have a creative team of any kind, you may need to get some help. Be sure that whoever you have is attentive to detail, has a track record of creating really professional pieces, and understands your content calendar. For some of these projects, it will save you time and money to work off of pre-approved templates with your creativity. This way your brand appears consistent throughout your content matches your brand guidelines and can be put together efficiently regardless of the differences between last week’s topics and this week’s topics.

From here most of your work will fall into 3 categories: social media management, account growth, and social media auditing:

For social media management, there should be someone on your team dedicated to responding to direct messages on that account, making the posts, and responding to people in the comments.

For growth, you want to figure out how you can get more people to follow what you’re doing. Putting out a post to 25,000 followers will have a much bigger impact on your business than putting out a message to 25. What are your strategies to get more followers? What incentives are easy to provide for a simple follow? 

One organic idea is Facebook allows page owners to invite people who have interacted with their posts to follow their page. I’d suggest doing that for every person who interacts with a post you make. It won’t be an overnight success but it will provide steady growth of people receiving your information. 

If you’re looking for a paid way to speed up this process, you can promote your posts and put some of your budgets to blast those posts out to more people or do a campaign that invites people to like your page. Spending your money to boost a post or do a follow campaign employs 2 different strategies so you can get creative with your objectives.

Depending on what platform you use, I’d suggest digging deeper into strategies people use to gain a larger following.

For Social media auditing, you’ll want to have data from time periods where you’ve been posting consistently, interacting on your page, and generally providing value. This way when you look at your numbers, they’re telling an accurate story. If you have 3 posts in 3 months, there probably aren’t enough followers and interactions to truly dive deep into what is happening because, well, nothing is happening. 

If you do have data from this time period, you know what metrics matter, and you have your analytics setup correctly you can do a lot of high-level activities including: 

How much does it cost to acquire a lead through our social media strategy?

How many leads did we generate using social media?

What is your customer acquisition cost? This will depend on your mix of paid/organic.

If we don’t have our content calendar, our strategy, and our production schedule laid out – how can we ever get to the point of seeing social media’s ROI? You can’t.

This is why we suggest starting small and taking the talents of you and your team to start and as you see the return for what you’re putting in scaling up.

Final 3 tips for social media marketing for financial advisors :

1. Learn the landscape: Prospects, Clients, and Competitors

Check out what your competitors post, what carriers post, and what kind of posts you like to interact with. See what pages with a lot of followers are doing or offering. See how they set up their pages, their posts, and what they’re doing to get people to their website. There are probably a few pieces of their strategy that you can use regardless of how many followers you have. Also learn the differences between the platforms and what audiences hang out there.

Facebook: Community-based content with a large quantity of age 50+

Instagram: personal image and story-based content, age 30-50

LinkedIn: Business advice and info, Networking professionals, sales managers and entrepreneurs

Twitter: Recent events and trends, reporters and journalists

Which one fits our target audience?

Which one fits our content?

 2. Social media is used for marketing content distribution – not sales, we’re at the top of the funnel

80 percent of your social media activity should be geared toward providing something to your audience. The other 20 percent can be devoted to promoting yourself or your business. Users go on social to escape, relax and socialize. Don’t expect a newsfeed ad to instantly motivate a person to invest their life’s savings. If you don’t listen to this, your success rate for gaining an audience and their engagement will be low. Your goal is not to get likes, it’s to grow your business. Social media is a great tool for the modern marketer but its highest goal is to educate your audience and get them to a point of sale. Doing this in a way that is desirable to your online audience is the difference between a dead-end and a windfall.

3. Determine your marketing objectives then crush them!

Social media can feel like a huge waste of time when you don’t know why you’re doing it. Doing it because everyone else is doing it isn’t a good reason. You should be doing it because it contributes to bringing in more potential leads and clients. If you’re just starting out you’ll need to determine what you’re looking for. Here are a few examples of good objectives to set for your business:

-Building an organic list of email subscribers

-Driving traffic to your website

-Engagement on the platform to grow your account’s reach

-Prospect calls or meetings booked once you have a large enough base to market to

I’d suggest looking into compliance-friendly social media for financial advisors – that’s not what today’s presentation was about but it’s important for your practice. You’re 1 google search away from having all the info on that topic that you need and the SEC guidelines are on their website.

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Video Overview

Digital Marketing vs. Digital Marketing Strategy
Knowing the difference could mean extra cash in your pocket.

Tucker Advisors Senior Digital Marketer Jordan Collins speaks on the various digital marketing channels and strategies to use them to their full potential in the coming year . 

This presentation was given at the Tucker Super Conference XVI in January of 2021 and is only for financial professional use. Insurance-only agents are not licensed to offer investment advice.

Video

Video Synopsis

Jordan Collins speaks on the different marketing methods available and dives into why you should be using digital marketing to improve your financial advisory practice. One of the motivating factors for this is that over the next 30 years the Baby Boomers will pass $30 trillion dollars to their kids over the next 30 years. Many millenials and future prospective clients dont trust anyone for financial advice and this is an opportunity for financial advisors to grow through digital marketing.

Digital Marketing For Financial Advisors

The first thing you want to do in creating a digital marketing strategy for a financial advisor is to define their ideal prospect. If you don’t know who you are trying to reach and what you’d like to say it will be very difficult to measure how effective your campaign is. To do this, we need to think about a few key questions:

-Who are my ideal clients?

-Where do they congregate online?

-Where are people most receptive to my message?

-What are my strengths? What are the strengths of my team?

The answers you have to these questions will inform not only your digital marketing channels but also your digital marketing strategy. A good way to understand your audience is to use your historical knowledge of your financial advisory practice to think like one of your clients. If you can create campaigns that entice their interest, you will have more success.

Digital marketing for financial advisors requires you have an organic and paid strategy. If you are new to organic and paid media you will need learn about the differences between the 2 to fully take advantage of their features.

Paid marketing is like a faucet, when you are spending it’s constantly on. When you aren’t spending on ads, it’s completely off. if your immediate goal is to grow brand awareness and have your materials in front of your audience this is what you’re looking for. The downside is that when your budget is gone, so is the traffic.

In organic marketing, you are creating website content and search engines are cataloguing your website based on keywords and topics. This form of marketing won’t yield immediate results but the big picture result is more visitors to your website that have a qualified interest in the topics and keywords your website is about. Search engine optimization is a great long-term investment in you doing more business with motivated individuals searching for your services.

Mixing paid and organic marketing is the optimal strategy to have short-term attention and long-term website traffic growth. To create an effective Digital Marketing strategy for a financial advisory firm requires and understanding of the marketing cycle.

Digital Marketing Strategy For Financial Advisors

Digital marketing strategy is about understanding your audience and what they want from you. Showing someone an ad that doesn’t interest them will not attract them to your business. Trying to sell too early in your relationship will not attract them to your business either. It’s important to understand the journey that clients and prospects take from being total strangers to using your services. Reference the infographic above from Hubspot to understand the digital marketing funnel.

To attract prospects you’ll want to:

-Help users with a problem

-Show them the wholesome aspects of your community outreach

-Delight them with a tool they can use or a useful piece of content

*Hint: See what your competitors are doing and whether it is effective.

Digital Strategy Food For Thought:

-What’s the best strategy for your practice?

-What are you and your team’s strengths?

-What do your current customers want from you?

-Could your pain points be turned into content?

-What is your budget?

-What does your website say about you and your business?

-Do you or your team have the ability to write, make videos, or graphics to illustrate your knowledge?

-Do these platforms contain the people that you are looking for?

-How can you best qualify your leads?

If you can answer these questions, you will be able to easily identify marketing channels to use and which to eliminate.  

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Video Overview

Need Help Training Your Staff? We’re Here To Help
Whether you are on your first or your tenth team member, let us help.  

Tucker Advisors Executive Assistant to CEO Karlan Tucker, Caroline Reed is joined by Karen Eagle of the Business Development team to show you how to train your financial advisory firm’s staff using the Administrative Assistant Manual. 

This presentation was given at the Tucker Super Conference XVI in January of 2021 and is only for financial professional use. Insurance-only agents are not licensed to offer investment advice.

Download your Free Client Appreciation Event Guide Today

Video

Video Synopsis

Caroline Reed is joined by Karen Eagle to go through office procedures, appointments, industry basics, and creating client folders. For many people who are new to working in finance, the acronyms and industry knowledge can be confusing. The presenters outline how to create financial illustrations, the application process, and SIPS information tips to benefit your staff.

How to Train Your Financial Advisory Firm’s Staff

The application process can have a difficult learning curve for someone who has never worked in finance. To assist admins, the handbook outlines how to print and scrub an application. Some advisors would like to use the same application each time but these documents are updated by carriers and could lead to duplicated efforts. It’s difficult as it is to get a client to come in and do paperwork. Having to do the paperwork twice because an application was not up-to-date will cause issues.

Another aspect of the handbook is the submittal process to the carriers and the carrier process. The admin handbook goes through what to expect for employees who have no background in this area. This will help educate and set expectations with your staff to ensure clarity on the carrier process and get you paid faster.

The handbook’s contents also include a section on asset management helping administrators navigate execution of trades, uploading paperwork to a ticket, and checking the submission process. We’ve made sure to include a frequently asked questions portion to try and field any queries you might have.

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Video Overview

Your CRM Needs to work for you
Your customer relationship management system should be working for you on auto-pilot. 

Tucker Advisors CMO Justin Woodbury is joined by Dusty Russell of Redtail CRM to explain the functionality and capabilities of their cloud-based platform using Redtail for financial advisors.

This presentation was given at the Tucker Super Conference XVI in January of 2021 and is only for financial professional use. Insurance-only agents are not licensed to offer investment advice.

Video

Video Synopsis

Dusty Russell of RedTail CRM presents on workflows, automations, and sales opportunities using Redtail. Workflow processes can be enhanced by using automations to take out manual work. As a result, activities can be assigned based on changes in CRM data allowing for a more streamlined process.

One example of this is to create a workflow that sends out updates when the status of a client changes. This way when the client’s status changes, the automations trigger a workflow to each client based on their status. This notifies your team about what needs to be done for a contact without the manual assignment of a task. Once a status changes, the associated parties are alerted to start their course of action as assigned.

Redtail For Financial Advisors

Redtail for financial advisors also offers functionality to help manage your relationships with automated reminders, advanced search filters, memberships, and keywords from user-defined fields. Having this type of information on clients allows you to have a more personalized customer experience. Another way that the CRM can help you is to give daily note reports on changes, activity reports, and opportunity tracking to give you insights into what is changing with your prospective clients.

Tucker Financial President Darren Petty joins the presentation to add his experience using Redtail. For Darren, Redtail offers workflows to accelerate his practice. Sharing files around the office can cause a lot of confusion when there are multiple versions of the same file. Using Redtail they’ve been able to share materials in an intuitive way that helps grow his financial advisory practice. If you’d like more information on Redtail be sure to visit their website.

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Video Overview

Is Your Marketing Foundation Solid?
Taking a closer look at seminars, referrals & other legacy marketing strategies.  

Tucker Advisors CMO Justin Woodbury is joined by Director of Advisor Marketing Missy Lechuga to talk about how to market your financial advisory practice. In this presentation, you’ll learn a step-by-step process to take your marketing process from a crawl to leaps and bounds. Whether you are in the 10th year of business or your 1st there is an offering that will help you bring in more leads and do more business. Justin also talks about your online presence and what it means to be found online. 

This presentation was given at the Tucker Super Conference XVI in January of 2021 and is only for financial professional use. Insurance-only agents are not licensed to offer investment advice.

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Client Appreciation Event Guide Today

Video

Video Synopsis

As a financial advisor it is crucial to separate yourself from the competition and present your practice in a positive and professional light. Getting started on marketing your financial advisory firm can be an arduous task for even the most astute businessmen and women. So, where do we start?

Crawl

To market your business, you need to start with professionalizing your customer experience. That means having a professional email address without Gmail, Hotmail, or Yahoo in it. This creates trust that you are a real start-up and not a side project. In finance and insurance, it is crucial to instill trust in your brand because people are trusting you with their savings. If they don’t trust you, they won’t work with you.

The second piece of the crawl is your personalized website. Usually this goes hand in hand with creating the professionalized email address so you can knock out two birds with one stone. Your website is an online representation of your business that is viewable 24/7/365. You need to be sure that it is representing your business in a positive light and with accuracy. When it comes to marketing, the best image wins. That means we need to work on your image with professional photography and brand design.

Professional photos and a sharp logo will not only build trust with your prospects, it will improve the performance of your website. Everyone has seen a website and immediately disconnected after seeing how little time and care was spent on the user experience. Using selfies from your phone as your avatar or website photo is a quick way to tell someone that you are using whatever you’ve got instead of what is your best. Show your audience your best! This could mean using a tripod and a well-lit area of your office to take professional-looking photos. It could also take the form of using a local photographer looking to build their portfolio. The bottom-line is that when people look you up, you want to be found in a positive light. 

Now that you have your email addresses, website, and a professionalize visual appearance its time to think big picture about your website being found online. That means having local search-engine-optimization and a user-focused strategy to take people from viewing your site to contacting your for help. This is where we transition from crawling to walking.

Walk

The walking process includes having a customer relationship management platform, an email marketing platform, lead magnets to draw in website visitors, and a content marketing plan. 

For your CRM, you want a system that allows you to store customer information, identify sales opportunities, and manage your marketing campaigns in one location. Coordinating your day-to-day operations over time leads to a more efficient and customer-centric process. Additionally, it will help your team avoid duplicated efforts. While a customer relationship management platform will help you with 1:1 communication, you’ll also want a way to blast out your message. This is where having an email marketing platform can help.

To create effective email marketing campaigns you’ll need some tools. First, you’ll need an email list of contacts that have opted in to receive your communications. You can build this list by having a call-to-action on your website and using incentives like lead magnets to draw in prospects. What is a lead magnet? A lead magnet is a piece of content, tool, or mechanism that your ideal perspective audience wants. In return for providing them with what they want, they give you the opportunity to market to them by providing some contact information.

Now that you have an email marketing platform and something your audience wants its time to talk about what you’ll send. Coming up with a content marketing plan is crucial in coordinating your marketing efforts. Whether you are writing content on topics relevant to your audience or outsourcing pieces of the content creation process you need to provide value to your users. If you are providing value, users will click, share, and continue to open your messages. The thought here is that over time you will position yourself as an expert on a topic they’re interested in and eventually choose you for their needs. 

As a result of your work to establish your online presence and provide value to users you are now able to run with your marketing spend because your foundation is solid.

Run

So you’ve made a brand experience that is presenting your practice in a professional light and now you have communication tools to help you navigate interpersonal and mass communication. It’s now time for you to dive into creating great content while targeting your ideal audience. This can include video marketing, radio or podcast marketing, search engine marketing, and search engine optimization. For each of these mediums, there are different skillsets and strategies to succeed.

Video marketing continues to grow as millions of users search Google and YouTube for assistance everyday. Creating audience-relevant videos on topics they are searching for and wanting to learn about are a great way to pull in more eyes to your practice. Using video allows for a more human experience and a much faster intake of information. While video has a lot of upside, you can also engage prospects verbally through radio and podcasts. 

Voice marketing continues to grow with many working adults listening to the radio or podcasts throughout their day. Using radio can up your profile with prospective clients and reach an audience in key demographics for financial planning. Whether you’re talking shop with an industry professional or making an ad for local radio it will build your profile and network. Part of creating effective content is presenting the content to your audience in an easily digestible way. To do that, you’ll want to explore the written marketing power of blogs and articles.

Blogs and articles are a great way to pull in organic searches to your website and build domain authority. We live in a time where anyone can start a website. How can we position your website to pull up for your ideal perspective audience? One of the ways to do this is by having an active blog and doing blogs for other sites that will link to your site. Sharing your knowledge through content is a tried and true way to pull in eyes and ears to your message. To do this, you’ll need to optimize your content for search engines to find. That’s where search engine marketing and optimization come into play.

Search engine marketing and search engine optimization are vehicles to put your materials in front of internet searchers. Using Google and social media is a great way to measure the efficacy of your messaging. It is crucial to setup website analytics and tracking codes to understand what users are doing on your website and how they found you. This information informs your strategy when trying to funnel users from a prospect to a lead. Creating systems that will yield high-value prospects could be a game changer for your bottom line. Now that we are up and running with campaigns that are driving leads and providing ROI it’s time to leap!

Leap

Now that you have all of your preliminary bases covered, it’s time to scale your efforts. Using Geo-fencing, remarketing, television, and social media you are trying to take your voice and content to a bigger audience. 

Geo-fencing allows users to target people in a geographic area and send them an offer they can’t refuse. You can develop a strategy with this tool to drive user actions when they are close to one of your physical locations. 

Remarketing is when you use advanced analytics to target people who have already interacted with your online content. These people are warm leads who have already heard of you and can be shown more advanced messaging to drive their topic interest to your front door. This strategy requires your previous search engine marketing and social media marketing to have engaged someone. Your next message to them should pull them in using a lead magnet or something valuable and relevant to why they interacted with your brand. 

Television and social media are vast categories of advertising with countless strategies to take into account. For these pursuits, you want to be sure that your efforts are sustainable, measurable, and budgeted for. There is no silver bullet to succeed in these arenas but at this point in your marketing you should have an idea of what your strengths are and play to them in your pursuit of more business.

Last but not least, seminars are a great tool to the modern financial advisor. We have seen countless examples of seminars outperforming previously mentioned methods of marketing. Seminars provide a unique, high-class experience that builds seamlessly through the appointment process and helps referral marketing. Follow along as Missy Lechuga details the numerous ways a seminar can help your practice.

Explore Super Conference 2021

If you’re on this page, you probably missed the 2021 Tucker Super Conference. No problem! Click on the image below for access to all of our recorded sessions.

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