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Content Strategies To Differentiate Your Brand And Grow Your Business

Unlock the secrets to standing out from the competition and crafting a compelling value proposition! As an advisor, effectively marketing your services is crucial, but can be difficult to find the time and resources.
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In this webinar, Chief Marketing & Experience Officer, Susan Theder shared actionable tips that you can implement right away to refine your website copy, social media messaging, email communications and more!

Short on time or just want the main points?

Here is your summary to skip ahead or scan through below.

  1. The Quality Of Your Communications Are Tied To Your Growth [2:48]
  2. What’s The Best Way To Increase Your Communications? [4:06]
  3. Five Behavior Science Techniques [12:32]
  4. What Are Your Monthly Content Goals? [18:36]
  5. Marketing Tips to Grow Your Business [27:02]
The Quality Of Your Communications Are Tied To Your Growth [2:48]

The Quality Of Your Communications Are Tied To Your Growth [2:48]

  • Top-performing firms are far more likely to have a documented marketing plan, an ideal client persona and a defined value proposition.
  • According to a YCharts survey, almost 90% of all respondents, and more for higher net worth, said communication mattered to whether they retained their advisor.
  • 47% of people wished their advisor talked to them more frequently.
  • A similar percentage said their willingness to offer a referral depended on their communication style.
  • Keeping an open line of communication helps to put your clients at ease and shows that you are a trustworthy advisor who cares about their well-being.


What’s The Best Way To Increase Your Communications? [4:06]

What’s The Best Way To Increase Your Communications? [4:06]

  • According to a YCharts survey, 72% of people surveyed want to be contacted via email. 45% want to be contacted via phone and 35% want to be contacted via text message.
  • Focus on what people are looking for: there is a huge gap between client expectations and services rendered.
  • Studies show, that people want one provider and point of contact for everything as this helps communication to go smoother.
  • Do not use jargon. Write so that a sixth grader can understand what you are saying.


Five Behavior Science Techniques [12:32]

Five Behavior Science Techniques [12:32]

  • Technique #1- It’s not about how we think but how we feel. If emotions are involved then people are more likely to connect with you.
  • Technique #2- People are twice as motivated to avoid loss than to achieve the benefit of gain, so talk about “biggest mistakes” or how clients may miss out on something.
  • Technique #3- Giving people an option makes them more likely to make a decision.
  • Technique #4- Labeling. Reinforce how your target wants to be seen.
  • Technique #5- Authority Principle…remember that content shows your expertise. People respond to those who appear to be knowledgeable and are a source of information.


What Are Your Monthly Content Goals? [18:36]

What Are Your Monthly Content Goals? [18:36]

  • Your website is the most important part of your marketing. Remember you have five seconds to make a good impression.
  • Website, Email and Social are the foundations of a strong content plan.
  • According to an eMoney survey, 63% of consumers say informative and educational content would make an advisor stand out.
  • Blogging: Write 2-3 a month (1 financial planning, 1 timely, 1 human interest).
  • Email marketing: Write 2-4 emails a month (1 timely, 1-2 planning related/general, 1 newsletter).
  • Social media: Try to do 6-12 social posts per month (2-4 financial planning, 2-4 shared media articles, 2-4 non-financial).
  • Surprise and Delight WOWs: Do 1-2 a quarter (This should be random acts of kindness. Sending birthdays and anniversaries are great, but these go beyond that!)


Marketing Tips to Grow Your Business [27:02]

Marketing Tips to Grow Your Business [27:02]

  • Focus on topics that your clients care about. Based on the niche that you serve, write about the things that will impact them the most.
  • Think about timely financial planning topics. Based on what is happening in the news, share ways that this could affect your clients and show how you can help.
  • Sprinkle in human interest (Write once and repurpose three different ways whether that’s with your blogs, the emails you send, social media posts, videos and more!)
  • Remember to get to your audience first! If you don’t contact your clients enough, they are four times more likely to seek outside information.
  • When you’re on social, be social (Share good deeds, share motivation, share speaking engagements and recognition).
  • 58% of advisors would be open to hearing from advisors on social media
  • Using AI in your marketing (ChatGPT, Claude.ai and Bard).


Supplemental Resources:

Get the presentation slides right here.

Transcript

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