Optimiser les stratégies de marketing pour accélérer la croissance : Cycle 2

Welcome in, everyone. Thanks so much for joining.

We’re just gonna get started in about thirty seconds here. We’ll give everybody a chance to trickle in. So just hang out with us for a minute here, and, we’ll get started soon.

Alright. We’re, we’re about a minute after the hour here, so, we’ll go ahead and kick things off. Welcome in, everybody. Thank you so much for joining today’s webinar.

Really appreciate you taking some time out of your day to join us. And today, we are gonna talk about supercharging your marketing strategy to skyrocket firm growth. This is an encore presentation part two. We had such a great time speaking to, to your colleagues a couple weeks ago that we just had to do it again.

So here we are today to give you some real, actionable items for you to walk away with so that you can continue to grow your firm, grow your AUM, grow your headcount, whatever that means to you. So two of us on the presentation today, my name is Jenna Gabbati. I’m a senior product specialist here at Wealthbox.

My background is actually as a financial advisor. I joined Wealthbox about three years ago, so made the transition from the advisory space into fintech. And now I love working with advisors to help them streamline their technology, their processes, basically, so that they can spend more time, as an advisor in their business instead of working on their business.

But it takes a little bit of work to get there. So we’re gonna give you some, good tips today on how to do that. We’re also joined by Elise Lambert. She’s the director of product and enterprise marketing over at FMG Suite. And, Elise, I’ll give you the floor to introduce yourself.

Awesome. Thank you. Delighted to share some time with you all.

Jenna, like like you, I started as an adviser, and I loved the marketing side of it all. And I actually used FMG.

And through that process, also used a number of different CRMs and know how important it is for these two pieces to come together.

And so I joined the dark side or the white side, however you wanna say it these days, and now, fintech, martech side. I didn’t know they called it that until I’ve been in the end of like, until I was working with FMG for a while, and I was like, oh, this is this is pretty cool. Martech, fintech, it sounds sounds hip.

Yeah. To say. Yeah. CRM tech doesn’t exactly roll off the tongue in the same way that FinTech does, so we stick with the umbrella of FinTech, but I like MarTech.

Yeah. Yeah.

It’s fun.

Yeah. Well, thanks for joining us. Really happy to have you here.

So today, we have a presentation. We’re gonna start with marketing, some strategies about, you know, why that matters, what’s important, and why it’s so important, especially for financial advisors. So I will hand it off to Elise, and then we’ll talk to you about what some of that looks like inside of actual products. So inside of FMG Suite and inside of Wealthbox. Elise, take it away.

Yeah. So I I always say I don’t care if you are a dentist, if you are you have a tire shop on the corner, if you, you know, have a restaurant, if you’re a financial adviser, financial professional, whatever it is, if you don’t have a way to tell your story, how are people gonna know that you are open for business? How are people gonna know all the great things that you do for them? And so I I think this really stands out, but over sixty percent of investors believe that most financial advisors make the same promises, making it hard to tell the difference between them. So my question to you all today is what are you currently doing to set yourself apart? What does your digital footprint currently look like? And do you have the processes and procedures in place to really make this a well oiled machine?

I want you to walk away today, from your time with Jen and I that you feel empowered, that you feel good about the options that you have. You have two really great platforms that allow for you to do what it is you are really good at, and that is being a financial professional.

And so what we’re gonna talk about today is how marketing really is the cornerstone of your business strategy. And what we’re gonna talk about, lead gen, marketing strategy, and all of those things, but also the importance of an organized CRM. An organized CRM is a happy CRM. And so, as we go through to this next slide, you’ll be able to see that I I’m I want us to look at, you know, how do we get the most bang for our buck, of course.

But if you guys, didn’t catch it so this is technically an encore presentation. So you can find our replay either, on YouTube or maybe we can send it out in one of the follow ups. But we this last webinar, we really dove into traffic driving websites, content marketing, engaging with your audience in social media, how to increase client satisfaction with email marketing, search engine optimization, and building your brand. We talked about a lot of those.

And so, I wanted to set the preface and, like, the foundation that there is just not enough time in the day for us to tackle all of these items, and they are all so important. So if you wanna check out the replay, we will, add it to our follow-up, email. And so that way you can check that out. And then today, we’re gonna talk a lot about lead gen.

So three strategies for turning leads into loyal clients and raving fans. I think it it’s this is an something that’s really important. We can have all the marketing, but if we don’t have really fine tune lead generating opportunities, we need we won’t be able to keep track. Right?

We will be discombobulated.

So, like I said, having a clear process, having a streamlined idea is really great. And as we go through this conversation as well, I want you to think about what are some of your goals that you want to accomplish. Thinking about maybe it’s hard to believe we’re we’re, like, halfway through the year already. But what are some of your marketing goals?

Is it, hey. You know what? I wanna have more of an online presence. Or, hey.

You know what? I’m trying to get some more butts and seats for my webinars. Or, you know, I’m trying to increase my contact list that live in Wealthbox, by x percent. So think about some of your goals, and, I want you to be able to put into place some of the things we talk about today to help you achieve some of those.

So the next slide is talking about what should we do? Where should we be spinning our wheels? And where can we get the most bang for your buck? I think that’s really important is we always wanna work smarter and not harder.

So let’s look at this next slide shows us what are the most widely used marketing strategies by financial advisers. And so over here, you can see on the left, the highest is, of course, client referrals. That is not news to us. We know this.

We know one of the easiest ways for us to build our contact list to grow our book of business is through client referrals. That good old fashioned handshake. Hey. You gotta work with my guy or gal.

That hasn’t gone anywhere. The second is our COIs.

And I have some more information on this later, but are do you have a toolbox or, you know, your circle or sphere of great COIs that you are leaning on? This is a great way for us to expand our reach. And, of course, networking, getting out, putting a name with the face, kissing, what shaking hands and kissing babies, that whole thing. Right? That is so important.

And then keep going down this list. Social media, client appreciation.

What sets you apart from the others? Do you have a weekly vlog that you’re doing or a podcast you’re doing?

Or do you do awesome client appreciation events? Are you hosting a wine tasting? Are you bringing in a photographer during the holidays to take pictures for your clients that then they can use on their holiday cards? Right? There are so many cool things you can do, and we wanna, again, think smarter, not harder. So as you’re thinking about your list and what your goals are, look take a look at this too and say, okay.

Maybe three of these that you would like to focus on as well, as you go through the year and as you wanna, you know, reach some of those marketing goals.

Yeah. No. At least I see this almost as, like, the iceberg approach where it’s, like, above that that to the tip of the water is client referrals. Like, we’re all trying to get to a referral based practice.

That’s the ideal situation is that we have organic inbound interest coming to us, But I think it takes all those other efforts to get there. So you really have to focus and it doesn’t have to be all these things. Like, really, you know, think about the things that you’re good at. Maybe social media is not where you’re gonna meet most of your clients.

Maybe you do really well with webinar events, or maybe you’re great at speaking at seminars. Like, it doesn’t have to be all these things. But in a way, a lot of these other marketing efforts are is what going to push you to that client referral based practice, which I think is where all of us ideally would live if we’re looking to grow.

So I just wanted to point that out too is, like, these these are things that kinda snowball and become easier and easier the more that you practice them.

I’m so glad you said that because we also want this to be enjoyable. Doing what you actually like. We don’t want you know, if you’re not someone that utilizes x, or formally Twitter, right, don’t do it. Right? I want this to be something that you’re excited about that you know will help propel you. So making sure that, something you enjoy and it’s in your your your skill set is important.

Definitely. It comes across as more authentic that way too. You know, you’re not trying to to do something that doesn’t come naturally to you. I think, that’s pretty obvious to your clients when they see that.

Oh, so obvious. They know. Yeah.

Alright. This, I thought, was pretty cool too. Firms with a documented ideal client persona. So do you know who your target audience is?

Client value proposition and marketing plan attracted forty two percent more new clients and forty five percent more new client assets in twenty twenty one. So a little bit older, but I think I know for a fact these numbers still stay true is that client referrals were still there. But have we clearly defined who your perfect client is? Because, I just did a webinar on this not too long ago on niche marketing and how important it is and how that allows for you to really reach your audience and send the right message to the right audience. So we can now if you know exactly who you like working with, you can you can identify who they are, and then you can now start to, create your marketing to match that profile. So if I work with white coat professionals, right, I might start to use some medical jargon within my communications. Or if I’m working with millennials, I don’t wanna send them a bunch of stuff on Social Security today.

Of course, that might change couple years down the road, but, again, right message to the right audience. So my another question I pose to you is can you say without a shadow of a doubt who you’re targeting so we can be very intentional about who it is. And most importantly, with our Wealthbox account or your CRM, you can get it really organized, and you can have it tune like, played out, which we’ll we’ll show you here in a little bit.

And then this was just another one, that says figure, summarizing marketing tactics by selected metrics. So we know that, most French professionals are using client referrals and average satisfaction rate sources. And, really, what we’re looking at is the column on the right, dollars associated with this. So revenue per client.

So client referrals, you know, we normally see that’s about five. And these are averages, of course. These are what we’re seeing industry averages. But some of the highest ones we’re looking at is client appreciation events.

Again, that’s something that is one of my favorite things to talk about for lead generation because that’s what they go and talk about when they go to their next dinner party is, you know, they’re like, hey. You know what? My financial adviser did wine tasting last week. I just use that as example again. But, those are the things that they’re taking into their conversation at the dinner table or their next holiday event being like, man, I just went to this really cool cars and coffee event that my financial professional put on.

Or, hey. I I know a lot of people will provide pies to their clients and prospects during the holidays, and what better is a yummy delicious pie that they’re then taking to the holiday table? And, like, where’d you get that? Well, my financial professional gave it to me.

So that’s a good one, but also thinking about that webinars and drip marketing are really high. And what’s great is because we do not need to put in a ton of dollars in order to accomplish these things as well. So client events might have, of course, a dollar associated with them, but webinars and drip marketing, darn near zero. And I’m not saying client appreciation events. We can now because of webinars and the increased, satisfaction and increased numbers we’re seeing from them, we can get away from the big fancy steak dinners we all used to do with all the plate liquors, and we can get rid of that.

Yeah. It doesn’t have to be overcomplicated. It can be something very simple. Like you said, like a drip marketing campaign, is very effective. And like you said, it’s not a huge line item. So for somebody who’s scaling their business and maybe doesn’t have a ton of dollars to devote to or non revenue generating activities or something like marketing, this is a way for you to get a lot of bang for your buck.

Yeah. I put those two little I should have made those little, arrows.

Flashing. Yeah.

Yeah. Yeah. Flashing and saying, hey. Check these out.

Yeah. Good place to start and then build from there. Absolutely.

Yep.

Alright. So now we’ll get in so we kinda did a little bit of the why. Right? And, now we can talk about some of these tactics.

And we mentioned this before, but your online presence matters more than ever before. If someone gets a referral and they’ve given your name to a friend, what it’s the first thing they’re going to do is they are going to put your name in Google. They are going to search you. They are going to look at where you’re located. They’re gonna check out your website and if your website doesn’t capture their attention in the first five seconds, if they can’t find you within the first ten seconds, they’re gonna give up. So your online presence is so important.

And think about it. This is the same as if we’re looking for a restaurant to go to. Right? If I can’t find that restaurant, if they’re not on Google Maps, if they don’t have their menu attached to their their web page, I’m out. I can’t find it. I don’t care how good of a hole in the wall it is.

And so everything begins with that search. So ninety three percent of online experiences start with search engine. Leads from search engines have a fourteen point six percent close rate. Well, outbound leads, so think about cold calling, direct mail, cold emails is much, much smaller at one point seven percent.

And advisers who get six to ten or eleven plus clients per year have a calendar link on their website. So thinking about leads that come in from an online search, they’re going to your website. What do they wanna do next? They like what they see.

They wanna book appointment. They wanna know how to get in touch with you. So if this is, like, one of the things you take away from today, add your calendar link, whether it’s Calendly, bookings, whatever is approved for you, add that to your website, add that to your emails, add that to your LinkedIn. LinkedIn now allow us for that.

That is the best way because we also need to think about this next generation moving through time, millennials, and everyone younger than than them. They don’t wanna talk on the phone anymore. They don’t wanna talk to anyone. They wanna do all everything with a couple clicks.

And so you wanna be the easiest person to do business with. And so having that calendar link helps that tremendously.

Yeah. And that’s and that’s really true for any business no matter what industry you’re in. And something I would encourage, you know, everybody on the call today, think about the times that you went technology shopping. So if you have, you know, your custodian or your CRM tool or your marketing tool or your financial planning tool, what was that process like?

If you can eliminate friction to get people in front of you or to get people scheduled with you, that’s already a better client experience. You don’t want it to be impossible or, you know, basically, like, national treasure for them to just get a meeting with you. So if you can eliminate as much as possible for them to get in front of you, that’s already a positive that association that they have with you. So just think about the, you know, the things that you’ve experienced on yourself as a consumer and try to emulate the things that you liked and avoid the things you didn’t when you’re thinking about how to bring people into your business.

I like the I like the national treasure analogy.

Yeah. I have to drop a Nicholas Cage reference at least once a webinar. Otherwise, I was unsuccessful.

So Oh, I love it.

I love it.

Awesome. So in addition to that, we don’t wanna be like national treasure. We need to be easy. And one of the best ways to do that, to be easy to find, to be on social, of course, to have an online presence, but blogs.

So if you’re not taking advantage of blogs, this is a great way to reach your target audience. So, again, talking about who that specific audience is because these blogs are awesome for a number of different reasons. We can showcase our specificity of our practice. You can highlight all the great services you provide.

You can highlight very important questions that your audience has. So, again, if I’m working with millennials, I might go to Google, and I might tap in type in top five financial concerns of millennials. And this is an example. And I’m gonna see what Google’s coming up with because that’s what they’re searching for, and I’m gonna now write blogs on this content.

Or if I work with, business owners. Right? I might start to have a lot of blogs regarding business owners and the questions and solutions that I can provide for them.

But blogs are great for search engine optimization.

So we, of course, add a strong title. You have a header. They’re optimized for keywords that people are searching for. You include graphics. You can even include video. So if you’re not using video, this is my my prelude to talking about video here in a second. It’s really wonderful and a great way to capture people’s attention.

But this is really the the nuts and bolts of how to create a blog right here. So take a screenshot of this.

And FMG, we do have a blogging feature if you have a website with us.

But what a great way to capture leads, bringing them to your blog because people are typing in these questions. And if you have a blog that’s answering a lot of these questions, you’re gonna show up higher on some of these search ranks.

It’s also something that keeps people on your website instead of just immediately clicking on then clicking off. If you have actual things that they can engage with, that’s a lot better than just, like, data dumping what you do. It’s something that they can actually attach value to, and they stick around.

So Yeah.

Adding things like calculators or ebooks, lead generation tools like that, keep them keep them glued keep them glued in, and that that’s what we’re looking for. We want our website to be sticky.

Absolutely.

Alright. Partnering with COIs.

This is a list. So partnering with COIs are great because we can partner with them for webinars.

Why are we doing that? So that we can now take our network and invite them. And now we’re bringing on a trusted finance or a trusted professional, whatever it might be, and they are also sharing it with their network.

And so what you can now do is bring those together, and what a great way to easily expand your contact list, easily expand your reach. So partnering with COIs, you can do these on blogs. You can you can feature them on your blogs. You can do this with video. You can do this with social media posts, email drip campaigns, webinars, you name it, partnering with COIs. So, again, this is a really great picture to take. I would I would take a picture of this.

But thinking about your COIs.

These are great for referrals. These are great for, being able to expand. So thinking about retirement planning. Right? We, of course, retirement coaches, CPAs, estate attorneys, Social Security benefits consultants, economists, finance professors, market analysts, tax planning. That is always so important. People are always looking for more information on this.

Estate planning, risk management, insurance, brokers, education. This is cool. I’ve seen a lot of people bring on, like, college admission specialists or financial aid officers to talk about college or college planning or opportunities for financial aid.

Behavioral finance, psychologists and therapists. I’ve seen people start, like, for webinars or even some, like, newsletter features. They’ll bring on a marriage counselor, which I thought was just a really great idea, one that you don’t really think about, but marriage and finances tend to go hand in hand.

And cybersecurity and fraud, we are seeing so FMG creates a ton of content, and, we have a ton of analytics as far as emails and content that is interacted with and emails that are opened. And cybersecurity and fraud protection right now are some of our most import like, popular topics right now. So bringing someone on, that can talk about that. And, of course, the sustainability and social responsibility of investing and all of that, that’s another, important one and and hot topic. So your clients and prospects should be able to call you and say, hey.

I I need something. Right? You need to be able even if you don’t offer these services for them, you should be able to provide them and point them in the right direction. You are their trusted bellwether. You are the person they turn to for everything. And so having all these people in your back pocket, I don’t care if it’s, you know, having a tire guy, you know, or car person in your back pocket. People want to come to you for answers, and the more answers you can provide, the more pleasant, it will be for them.

Yeah. And trusted as well. If you’re the person that has a person for everything, I can’t think of anyone that I would rather call first when something goes goes wrong or goes right.

So I’d also mention, you know, just building off of what you said, this allows you to stay specialized in what you do best. So if you have a network of other professionals, you don’t have to be the jack of all trades. You really can focus on, you know, what you enjoy doing, what you do best, and then all those other ancillary things that affect your client’s financial life but don’t directly have to do with financial planning or investments. You’re able to have a network of people to handle those things. So I think, like, you know, like Elise was saying, it just creates an overall better client experience, not only for them, but also for you as the adviser.

We’ll keep along.

Alright. Moving right along, emails, automations, and campaigns. So being able to send out emails. If you would have asked me before COVID if email was gonna stick around, I would have said no. I thought email was going by the wayside, and we have actually seen the exact opposite. So you can go to the next slide, but, I think it’s so interesting because we receive over a hundred emails a day on average. That’s a lot of stinking emails.

And, but we keep them, and we keep a lot of these emails. And every now and then, we’re gonna open up that one Pottery Barn email that we’re still on their list for, or every now and then, you know, that that target email is gonna get you. And that is the exact same thing with email marketing and automating our email marketing. A simple drip campaign is such an easy way to stay in front of clients.

So a couple years ago and I I it’s I’ve been using this since before COVID. So it used to take us, in the old in the olden days, it took you four to six glances to be remembered or for someone someone to then act upon calling you. So, hey. You know what?

They received an email from you. They saw your your billboard. They they heard about you on the streets, and then they they finally called you. Right?

Now we are so inundated with information. It takes someone at least twenty times of name recognition for them to see you, for them to finally act on that. And so what a great way to do stay in front of them is through email drip marketing. So FMG has a ton of email drip campaigns, a new client series, new client welcome series, and a client nurturing sequence.

But things that you can do stay in front of them. And it’s not that hard to ask. It’s not the phone call, you know, that you’re calling them every couple minutes or couple days, not couple minutes, and saying, hey.

But email is such a great way to pleasantly stay in front of them. And so you can email them over time, and the more specific you get with your emails, the better results you will see. So, again, if I am working with business owners, I’m going to make sure that I’m putting business owners in my in my subject line. I’m gonna make sure that I am creating that content so it is applicable to our audience. So again, right message to the right people. So the more specialized you can get in your your email automations, your drip emails, the easier you can you can be.

And, and again, what if you don’t have a big email list? Right? What if I don’t have a lot of names sitting in Wealthbox yet? Well, there’s a lot of ways you can do that. But, again, partnering with COIs, social media, we can now promote our events on LinkedIn.

We can encourage our clients to invite their their friends and family.

But partnering with COIs is one of the best ways we have seen today to organically grow in addition to having a great online social media footprint and making sure we’re active on LinkedIn and setting in setting up those, pages actively reaching out to people, and all of that. And someone just asked if the FMG drip marketing campaigns we just mentioned, are only for our do it for me clients. They’re actually available for, in some of our other packages as well, not just do it for me, which is good to know.

And, of course, referrals. So having a process asking for referrals, I used to shy away from asking referrals early on in the business because it’s kinda awkward. And so, we at FMG knew that, so we actually created a referral email sequence. So I always say we handle the cringe worthy communication so you don’t have to, but it’s automatic.

You can set up. You can configure this who you want it to go out to. So it doesn’t go to everyone in your contact list, but just asking for referrals and being consistent in your communications. The number one reason why people left their their financial professional, twenty twenty and beyond was because they were not being communicated to on a regular basis.

So how often are you all communicating to your audience, your clients, and your prospects? And I would say, unless you’re you’re reaching out to them weekly, there’s probably opportunity for improvement right there if I am going to go out on a limb.

Yeah. And you mentioned earlier, you know, what are you doing to differentiate yourself as an adviser? And I think simple regular communication is a differentiator just because so many advisers are only communicating with their clients when it come comes time for a client review or if something, like, really bad is happening in the market and they’re trying to get ahead of it or, you know, some like, if there’s a statement that comes out. So if you can keep in constant communication, like Lisa’s saying, it creates sticky business, and I think it’s gonna be a big differentiator for you, especially when compared to other advisers and what they’re doing for their clients.

Also, we don’t wanna be bad news bears. Right? We we wanna be able to provide fun information and good information too, not just, oh, you know, sky is falling and we wanna provide really fun stuff too. So allowing your clients to look forward to your communications, is is is neat to get to that point and also helps with open rates and all that good stuff.

Yeah. It that’s a good point. If they only hear from you when something negative is happening, it’s like Pavlov’s dogs. Like, they’re not gonna wanna open your communications.

So, yeah, if we can celebrate the wins, I think it’s, you know, keeps that relationship open and and more positive.

Yeah. We need to be able to send them, you know, an email campaign such as birthdays and automations and holidays.

So making sure we’re celebrating those wins and making sure that we’re sending sending cheer as well, not just financial things all the time even though they’re they are important.

Absolutely.

And then lead generation events and webinars, these still stay true. So partnering with our COIs, having awesome emails, social media, and, of course, a good website once they get there with blogs on it, these are kinda like the cherry on top, I would say.

So events and webinars, we can we can go on to that next slide. And, ninety I like this. Ninety nine percent of advisers say, if I can just get in front of people, I’ll close the deal. We’ve all said that. Right? I just need someone to do it for me, or I just need to get in front of someone.

And the secret is webinars. This is one of the greatest ways to do that because we can use webinars not just for the initial webinar, but then we can create multiple pieces of content, multiple emails, multiple videos, all from that one webinar that then we can continue to use. So, really, webinars are like the gift that keeps on giving.

I believe. Yeah. And it even just like a a peek behind the curtain. After this webinar concludes, all of you will be receiving an email with the recording.

So that opens a channel of communication, between us. So if you are able to do something similar for your clients, you know, that’s emails that you’re able to send them and have some real concrete thing to attach it to, you know, not just say, hey. You know, we’re just getting back in touch. So, it’s your it really is a powerful and effective method for you to be able to just keep in touch with the people that are most important.

Yeah. And webinars are are really one of the easiest ways because we all have a computer these days. You don’t need fancy lighting. You don’t need fancy microphones.

It helps, but you don’t have to have them. Like, I’m just sitting in front of my my window right now, and there’s decent lighting. I’m I’m not sitting too much in the dark. And, and in addition to these, these are also really high converting marketing activities.

So this list here goes into, you’ll see events. So which this is looking at most specifically, like, hyper growth for firms. So firms that are really growing, what are they doing? They’re turning to events.

And so that’s what they are doing. That, like, that number is way higher than anything else. And some of the other notable ones, of course, organic social media, website traffic, content marketing, and search engine optimization. Those were some of the other ones we talked about. But events still allow for us to have really high converting marketing activity.

And if we keep going, what kind of webinars? What kind of virtual workshops? So I wanna give you guys some ideas.

So we can do a state of the market event. We can do, a biannual. You can do fun events. Right? They don’t have to be financial related.

They can be a virtual, wine tasting. They could be a meet a, meet a dietitian. You can like, this is where we can bring on our COIs as well. I’ve seen people bring on, exercise enthusiasts.

They’ve brought on, oh gosh, I’m like estate planning attorneys, real estate people. Lots of ideas here as far as what you can do. But like we mentioned, you can create it once, and you can repurpose it multiple times. So you can watch it then on demand.

You can create smaller clips for social media. You can put this on YouTube. YouTube is the number two search engine behind Google. People are going to YouTube to search for important topics, and you can answer questions that your clients and prospects have.

Right? So you can answer them live. You can, ask a lot of these these questions. And then you can also bring on other experts, expand your reach, like I mentioned, which is really helpful as well.

Alright. And so video. Utilizing video. So you can take your webinar. You can use these as videos.

Like I mentioned, YouTube is the second largest search engine. Popularity of short form video is soaring. So think about our Instagram reels and, our TikTok. It’s not approved for everyone, of course, but that shorter form video.

And think about the style of video. Right? If it’s a bio video, two minutes is okay or if you’re talking about an important topic. But if it’s a short video, like, maybe it’s on your website and it’s talking about who you are and the services you provide, make it short and fun.

It allows people to put a name with a face. It allows for them to resonate with you. And more people listen to podcasts on YouTube than they do on Spotify. So, again, people are going to YouTube.

They’re searching for important topics, and they’re listening to them, which I think is interesting. I I really know that. And then I found myself, like, if I’m searching for something, I’ll end up listening to a to a YouTube video.

Yeah. I’ve done the same where I’ve seen a clip of a podcast, a recorded podcast on Instagram or just, you know, like, a real or short warm video. And then that’s prompted me to go to YouTube and watch, like, the longer version of that. So, yeah, I love the idea of being able to create one video and then clipping it, you know, at certain points and using it for different types of content. Makes it really, really, not a cumbersome activity. Something you can do one time and then have in perpetuity.

Awesome. And I I I threw this out here. This is kinda like my my hail Mary, my layup for you all because we always think about, okay. Great.

I wanna send emails. I wanna do some webinars. I wanna do some social. I just on what?

Well, here we go. We put together a helpful topic calendar for you. So take a screenshot of this to give you guys some ideas, some inspiration for the rest of the year as far as what you can share, what we can create, how we can drive our lead generation. Wanted to provide just this helpful topic calendar for you all.

I thought it would be, really helpful. And so, again, we’re coming up into July. So one of the themes could be financial independence. We have Independence Day coming up.

We could talk about budgeting, savings, market recap, and outlook.

And then, of course, August and September, we’re thinking about getting back to school, getting back to routine, you know, five twenty nine plans, leaving a legacy. Then we’re getting into life insurance awareness month and and beyond. So take a screenshot of this to help fuel your lead generation.

And now I really wanna know about this integration and how these two platforms come together.

And, let let’s look at that.

Yeah. Absolutely. So first of all, just wanna talk about, data and why it really does matter for you to have good data practices.

So first and foremost, you know, five, ten, fifteen years from now, outside of your trailing twelve, outside of your GDC, data ownership is going to be the single largest source of value for financial advisory firms moving forward. And that’s a really broad term, what does data ownership look like or what does data integrity look like.

But if you think about what you can do to have better data and better data practices, it can be very simple things. It can be names are fully completed, and they have proper capitalization.

Birth dates are tracked. All contact information is tracked. Phone numbers, email addresses, physical addresses.

Familial relationships are in your CRM system, whether that’s within the same household of assets. So it’s spouses or kids, or maybe even, you know, grandparents or, like, elderly relatives, or if it’s just related contacts. So friends or referrals or any sort of interpersonal relationship, there’s a way to be able to track that as well. And then any custom fields that enhance your relationship with your clients. So that could be things like, their pet’s name or their hobbies or their favorite wine.

And why we do this is to to feel known is to feel cared for. And a client that feels cared for will not leave you, regardless of market conditions.

But even if you’re less about the feel good and you’re more about just the cold hard facts, you know, if you’re thinking about the future of your business and looking at, you know, what the next few years look like for you or even a future potential liquidity event, your data integrity is gonna be the single biggest factor in increasing the dollar value that’s assigned to your business. So my recommendation to you is to start putting in good habits, good data practices, into place now.

So that’s one aspect of why data matters for the long term, but why it especially matters in the short term is that if you are looking to grow, if acquiring new clients is a priority for you and your firm, you haven’t quite reached the ultimate goal of being an entirely referral based practice, which again is where we’re all trying to get to, then the way you’re gonna do that is through prospecting and through marketing.

Both of these efforts are informed by your lead list, your prospects.

So a best practice recommendation is once you have a name and any piece of contact information, whether that’s a phone number, email, whatever it may be, put that contact into your CRM system.

We make it really easy to do. I’ll show you how to do that in just a second. But as you continue to have those initial discovery meetings and you get to know them better, you can then continue to fill out that contact details. But make sure it’s in your CRM from the get go.

And that way you’re not playing catch up or you’re not at attaching notes or any email campaigns to contacts that don’t exist within your CRM. So it’s just one of those ways that you can make sure to have better data practices going forward. So, really, what that means is all contacts, whether they are prospects, centers of influence, current clients, even previous clients, they should definitely be in your CRM system. So to show you what that looks like inside of Wealthbox, we make it very easy to add new data into the system.

You can add contacts directly from the home page. It’s gonna have all of the details that you need to fill out. But if you’re looking at an existing contact, we’ll use, maybe Delilah Jones as an example of that. I know we have a lot of, information we always put in for her.

So if you’re looking at her contact record, you have her name at the top where she works. It’s linked. You have the household that she’s a part of. That’s linked as well with all of the, you know, affiliated family members.

You have tags associated with this contact that live at the top of her contact record, and I’ll show you where that matters even more once we’re in the general contacts. You have all of her contact details, so her mobile phone number, her home phone number, her email address, maybe even a work email address if she shares that with you.

You’re also gonna be able to see any contact details. So these are gonna be, you know, who the the different customer service person is assigned to her, any websites affiliated, where her address is, Social Security numbers, really anything that’s a standard contact detail. You can also create custom fields, and these are creatable as fillable fields, drop down menus, check boxes, dates, really any way that you would need to store that data. So whatever matters to you as you continue to build that relationship with that client, you’re able to track that data. You can run overall bulk reports on this data, whether it’s native fields or it’s anything that you’ve custom created. And once you have that custom field created, it will exist for you as a field on all contact records. So then you can go and fill that out moving forward.

But makes it really easy for you to track the information that is most important to you.

If you look at the contacts, this is where you’re gonna see your full list of everything in your CRM system. So individuals, companies, households, even trust you’re able to track. And then you can use filters and tags to create custom lists. So, really, the difference at a high level between filters and tags, filters are gonna be data points that exist on all contact records, whereas tags are data points designed to be associated with specific contacts.

So you can create tags if you maybe are you do institutional plan administration. You can create a four zero one k tag and then associate that with all of the plan participants that maybe also do investment management with you. You can also tier your book of business. So if you have your a, b, and c list clients that you have different service agreements set up for, you can have those associated.

You can do things like they like to play golf, or they are an annual recipient of a holiday card from you and your firm every year. So whatever important information, is helpful to you, you can create those tags, and you can just click manage tags and be able to create as many as you would like. There it’s an unlimited amount, that you’re able to put in the system here. So to show you an example of what this looks like, let’s say that we are going to use prospects.

So it is important for us to grow. That’s a major goal for us in twenty twenty four is to continue to expand our client base. So we’ll select the prospect under contact type and add this filter, which will pair down this list. Now let’s say we wanna see prospects that are not necessarily brand new to our firm.

Maybe they’ve already gone through some sort of initial qualification or discovery meeting. So we’re gonna use the qualified tag that we’ve created to create that qualified prospect list. So a few things you can do from here, you can save the search so that it will be saved for you, and you can just reference it whenever you need to. You can select all of these contacts and complete a number of bulk actions.

One of them being that you can actually take this tag group and push it into FMG Suite. So we have some screenshots here of what that looks like. We’ll also show you what it looks like on the FMG side. But you’re able to have, either all contacts or tags synced over to FMG or just specific tags based on whatever email campaigns you wanna start building out, and you’re able to customize the sync frequency.

So there’s a lot you can do here with the integration. And, again, the idea here is to create a systematized process so that it’s not something that you continuously have to manually operate. This is something that you’re able to spend a little bit of time working on in the beginning. And then as you’re adding new contacts into your system, you’re able to then add them to your your tag list, which then pushes them into FMG, and then they get on your email list.

So there’s a lot that you can do here that doesn’t require a ton of manual maintenance, but will, be extremely helpful for you with just a little bit of work on the front end.

So that being said, Elise just wanted to see if you have anything to share on, the F and G side.

No. I just I if you don’t have a CRM, you’re there it is so important. It is literally a foundation to everything you do. And so Wealthbox is such a great option, and I’m so glad we’re able to say that.

And I will see that. And then, also, the integration makes it so easy. I’ve been using FMG so long. Like, we didn’t have integrations, and now we do.

You can literally do you just, like, click the button. You can do that. And so I’ll take you to just a quick spin on our dashboard so you can kinda take a look at what we’re looking at.

So when you land here, it’s fueled by our content library. So we have content on darn near everything, timely content, and holidays, events, women, staff, Social Security, practice management, you name it. You can you can spend hours in here on content, but we write a lot of the content for you. And it’s web content, emails, social, physical greeting cards, downloadable ebooks, which are great for lead gen, and as well as Curator where we’re able to pull third party social links that you can then share out.

You can have a website with us, blogs, of course. I’m going down this left hand menu over here.

Our automated marketing, which this is like the the set it and forget it feature. I can automate my messages. So I can use I can send, you know, all my contacts a birthday email, and I can configure this to my tag groups that have come over from Wealthbox. So if these are my tag groups that I have, I can configure each one of these automations to go to the right audience.

I can send to one tag group or I can send to multiple.

And, of course, we can do emails, social, easily host and promote events.

But let’s take a look at, the integration more specifically.

So if I am looking to integrate our two platforms, I’m coming into contacts on the left hand side, and there is a button right here on the top that says sync Wealthbox.

And when I do that, it simply put in my username, password, select a couple of options that Jenna just went through, and give it a couple minutes and everything will come right on over. So, again, I’ve been using FMG way before this beautiful sync button is here. It is so easy for these two systems to now coexist so that you can work from an awesome ecosystem and, and be able to accomplish everything that you want to do, and make it so much easier. And I know you might say, man, I wanna do all this marketing, but I I just need someone to do it for me. Well, we have just that. We have a program where you have a dedicated marketing concierge that can come alongside, help you execute a lot of your marketing, and we just sync up your your your CRM, your Wealthbox account. And you are, like, in a really great place to then market, automate your marketing, and then, of course, do what it is you’re being that you are really good at, which is being a finished professional.

So Yeah.

Absolutely. Yeah. That’s great. Alright. Well, I will, I’ll share my screen again so that we can move into q and a.

Well, first of all, Elise, thank you so much. That was fantastic content. Really love seeing the marketing engine behind all of it. We exist on the CRM side, so it’s really cool to see, you know, the other perspective of, like, how people are bringing contents or bringing contacts into their CRM and not just, you know, what they do once they’re already in there.

So just in case anybody’s not able to stay for the q and a portion, I want to throw this up. If you do have any questions on the Wealthbox side, feel free to email us, sales at wealth box dot com. You can also scan the QR code, and we’ll get you to where you need to go. On the FMG side, it’s just marketing at f m g suite dot com.

I’ll leave this up here as we go through, q and a. And so if you would do have any questions, let us know. This recording will also be available to everybody who registered for the webinar. So that way you can send it to any colleagues that you might find interesting.

Or if they were not able to attend, you’re welcome to send it out. But that being said, let’s, let’s kick it off. So, first question is, I’d love to know more about SEO and what both FMG and Wealthbox can offer us in regard to that.

So do you do you guys do a lot from SEO standpoint?

Sorry?

Okay.

I I can take that from an SEO.

We are purely a CRM system.

So wanna make sure that Yeah. I don’t wanna leave anything off the table.

But as far as search engine optimization goes, we can optimize each one of your web pages for search engine optimization. Of course, we also provide, educational webinars and stuff like that to teach you as well about search engine optimization and, all of that. So, yes, our websites can be optimized for search engine optimization. Not to say you can’t go out and get your own SEO specialist on top of that if you’re looking for a little more extra.

But yeah. So we do provide really great foundational aspects to SEO.

Alma had a question. Where was the data from the highest converting marketing activity slide derived from?

I will have to go back and look at that, but I will provide that, in our follow-up.

Sounds good. Yeah. A couple questions about recording, like, getting the recording, getting the the slides sent out. We will definitely send these out after, after the webinar concludes.

Gina had a question. What is the best advice to remove clients from FMG emails in Wealthbox that still keep the client email active?

Oh, that’s a specific one.

That might Might be a service question.

Yep.

Yeah. Definitely, I would say email either, sales at wealthbox dot cloud marketing at f m g suite. We should be able to help you with that, but probably better answered one on one.

Let’s see.

We use FMG in Wealthbox. It has really been great way to set up and configure automated marketing. But there’s a lot of marketing content that you can get with FMG even if you aren’t a DIFM customer. We’ve been happy with it so far. Thank you, Allison. Appreciate that.

Love that. Yay.

See, she took our advice, and she doesn’t just have negative things. She’s bringing the positive to us, and we love that. That’s great.

We do.

Thanks, Allison.

Let’s see. If a client record changes from a prospect to a in Wealthbox, does that automatically get updated in in the FMG website contact list?

Yeah. So we always encourage everyone to use Wealthbox or your CRM as your source of truth. That is most important.

But if you see maybe someone unsubscribe or, something like that, they are by they there’s a two way sync. So that information is being recorded. Or, for example, within Wealthbox, you can see that a contact received an email or something like that.

For a client book of, book of business, about a hundred k to two million, would it be helpful to have a direct QR code or something in house to have them find our website?

I I think that’s always super helpful. You wanted to especially if you have a really long website or, your maybe your URL is really long. QR codes are a great way. You can do them for free using something like Canva.

We actually were just talking about this before we jump started the webinar, but, having a QR code is always a really great way, to do that. And I laugh all the time. I think, COVID like, the QR code has the greatest comeback story of all time. Like, they came out, like, ten some years ago, and, like, they kinda, like, fizzled out.

And then we all had to go to restaurants without menus and, like Yep. Great comeback story with the old QR code.

Yeah. I think, yeah, if if we were having this conversation, like you said, five years ago, maybe it’d be a different story. But I think most people at this point, regardless of, like, what generation they’re part of, are used to QR codes, and they understand how to use them. And, again, as much as you can reduce friction between somebody being interested and somebody getting in front of you. And And if a QR code is the easiest way to do that or if a QR code takes them directly to your calendar link as an example instead of just your website, that might even be more powerful for you to be able to, bring people in the door quicker.

Let’s see. I’m a Wealthbox user and love it. I did not register for this webinar. Well, thanks for joining anyways.

Yeah. But I’ve been watching it. And then, yes, you will have access to the webinar recording. So we will get this webinar sent out to everyone who registered, and it will also exist on our website after the fact.

So if you’re curious about where to find that, we can actually show you, on wealth box dot com. We have all of our integrations listed out here. So if you just look for FMG and click on the dedicated page, the most recent recording will be available here. So, this will be updated once we have that recorded, asset available.

Okay.

And then f a question for FMG. Do you use WordPress to design client websites?

We actually have our own proprietary system that we use, which is actually pros and like, pros, it’s actually a lot harder for hackers to get into because it’s not website or it’s not WordPress. So it is proprietary.

Awesome.

Alright. Well, it looks like that’s all the questions that have come in for today. I just wanna say, again, thank you to everybody for attending. Thank you for listening. Thank you for your kind feedback. We really appreciate it.

And we’re really excited to be partnered with FMG, continuously looking for adviser feedback about how we can make our integration and our relationship even better. So feel free to, you know, give us any suggestions.

But, again, thank you so much for joining. Elise, it’s been a pleasure. You’re wonderful. Thank you so much for your time, and, we look forward to continuing these with you in the future.

We love working with you guys. Thank you so much. We’ll see everyone soon.

Alright. Take care, everyone. Have a good rest of your afternoon.