Hi, everybody. It is so nice to be back. I feel like I feel like this is the first webinar of the year, but I think it’s I think I’ve already done one, but it feels like it’s a fresh start. We’re still in January, almost.
Right? Oh, yes. We are hanging on. And it’s a great month. I just have to say both Elise and I had birthdays in the last five days.
So if anybody else that’s actually that’ll be my first question. Anybody else have birthdays in January? It feels like it’s a really popular birthday month.
In the, chat, let me know if you if anybody else had birthdays along with us.
And, while you’re typing that in, today, we have a great topic, and I think, you know, it obviously has resonated. We’ve got a lot of registrations, and this is about leveraging age based milestones to grow your business.
And I think it it resonates because it it just intuitively works, but how to do that easily is what we’re here to talk about today. And, I am actually, Elise, are you able to or, Blair, are you able to oh, we have somebody whose birthday is today.
Awesome. Happy birthday, SUNY, and, we’re glad that you’re spending some of it with us.
I forgot to ask before the webinar who is driving. Elise, are you able to advance the slides or Blair?
Awesome.
Perfect. There we go. Alright. Well, I will spend very little time on this slide. I’m Susan Theater.
I’m chief marketing experience officer at FMG, and I hope I’m connected with most of you. But if not, please do so, during or after the webinar. And I’m super excited that I don’t have to do most of the talking today because I have invited a really awesome guest, Philip Hecker, and he is the CEO of Bento Engine.
And, the partnership between us is really exciting because it’s essentially taking age based milestone content and making it incredibly easy for you to execute a seamless marketing strategy or communication strategy using FMG.
So with that, let’s go to the next slide. What we’re gonna cover today is reminding you, of course, of the importance of dripping on clients with timely relevant information. This is something that I just feel very passionately about and will continue to remind you. Although it is not the easy button, it is not the quick button, it is the best button to grow your business, and age based milestones.
Because what I generally hear from advisers when I’m talking about, you know, it’s about consistency. It’s about dripping on your customers and your prospects. And then they’re like, what do I talk about? Well, today, we’ve got the magic recipe, which is the age based milestones.
So, you know, one stat I’ll just start with. Many of you have probably heard me mention this, but another wonderful partner of ours, Widecharts, who does a actually, we’re just about to launch, the twenty twenty four survey. Advisors, and communications as it relates to satisfaction engagement likelihood to refer.
And about three percent of customers responded last year’s last year’s survey saying that the frequency, the style, and the content of their advisers’ communications, ninety three percent, would dictate whether or not they referred them. And over fifty percent of those that answered said that they really wish their adviser communicated more frequently. So the door is open. Many of you are wondering, but I don’t wanna bother them. I feel like, you know, if I email twice a month or even once a month, I’m bothering them. I’m just gonna do a newsletter.
No. Timely relevant information is always welcome. So that, Philip, I would love everybody loves a good story.
How did you come about starting Vento Engine? Take us back to the the, you know, the cocktail napkin where you drew it up and, you know, tell us the story of how you built this company and and why you’re so passionate about this topic.
Susan, great to see you again. Happy belated birthday, and happy actual birthday to all those out there on the lines. I really look forward to this conversation.
To answer your question, the formation, of Bento Engine was not one single eureka moment.
Instead, it is based on a series of observations I was able to make working in wealth management at Deutsche Bank and JPMorgan for fifteen years.
Looking across the street, I noticed how many firms and advisers are evolving their value proposition towards leading with advice, and that’s a wonderful thing. Something to celebrate our industry is moving in the right direction.
However, I also observed how many advisers have difficulties scaling that work.
Meaning, they do excellent work for their best clients, but when you look at the middle of a book a bottom of a book, those clients are oftentimes woefully underserved, and that triggered the idea to use technology and compliance preapproved content to help advisers to scale the wonderful work that they’re doing for everybody’s benefit. Because, Susan, as you pointed out, when advisers get an advice, everybody wins. Better client experiences and outcomes and better organic business growth for the adviser via loyalty, referral rate, and share of wallet all going up. So that, Susan, was in a nutshell, a series of catalysts behind the formation of Bento engine.
Wow. Well, I have a feeling that we’ve already got nods from everybody in the audience. I think, you know, we have a a pretty sophisticated, group of advisers who follow us, and they all the ones that I’ve met are are totally bought in on the philosophy of providing advice as the differentiator. So I think they’re they’re nodding and they’re saying, okay.
Give me a good way to do that in my So let’s go to the next slide as I think you’re gonna take us through some of the age milestones that you have identified that make a big impact in helping advisers grow their business?
I’ll do that in a second. However, as we go to the next page, I just wanted to build on the data comment that you made, the proof in the pudding that leading with advice matters. And just real quick here, this is a perspective that I picked up last November at the Advice Tech Live conference. And this is data that JD Power shared on how net promoter score massively increases if and when advisers provide comprehensive holistic advice to their clients. So, Susan, wrapping up this point, there is plenty of data out there that proves that doing the right thing benefits everybody.
Now how to do it?
The all important I got another I I did a little I did a little chat GPTing before the webinar because I was like, oh, I want some more data points.
So everybody loves I think most people are sort of fascinated by a AI AI. So I went on Claude, and I went on Bard. And I have to say today, Claude won out way better. And, this is a good one from Fidelity.
Nine in ten investors say they’d appreciate proactive guidance from advisers at pivotal life events, specifically, and they say especially retirement planning. So maybe you’ll touch on that. And then another one that I thought was really interesting is, Cerule, seventy percent of affluent investors feel their advisers react rather than plan their financial needs, and more than half would switch advisers to gain better proactive guidance in anticipation of life events. Probably some good stats to add to this deck the next time you give it.
I love those.
Absolutely very powerful ones. So the what is clear. Leading with timely, personal, impactful advice. Let’s now focus on the how. And here, I wanna start with really good news, which is that uncle Sam gives us in the US fifteen age based milestones that really matter in wealth management because they trigger distinct wealth management risks or opportunities.
And these milestones hinge on the birth dates of your clients and prospects, which ideally you know. So you can put one on one together, the birthday, the tax code, and lead with timely, personal, impactful advice. On this page, ten of the milestones on the right pertain to retirement.
Five of the lifestones on the left pertain to the coming of age of the next gen of the client family that thoughtful advisors want to connect with in early and constructive days.
That’s maybe verbally question as I look at this.
I’m surprised to see and we don’t have to go down a rabbit hole, but I’m surprised to see health care at twenty six. And I assume that’s sort of the you know, when people are when like, I have college aged kids when they first have to pay for their own insurance. Right? And they’re they’re off their lovely parents’ dole. Is that what that is?
That’s precisely it. It’s making sure that they continue to be covered on the insurance end. If they’re not fully employed yet with their own health care insurance, they still tend to be on the parents’ insurance, and we want to make sure that the families that our advisers serve don’t forget to look for and secure an alternative as the children or grandchildren are turning twenty six.
Yeah. That’s a that is a great one. Because if I got any information about that in the next couple years, I that would be super relevant.
Bingo.
So wrapping up this life have that.
The fifty year olds have kids right about there.
Bingo. So ten on the right pertaining to retirement, five on the left pertaining to the coming of age of the next gen. Let’s just verbally bring a couple to life. Age fifty, Americans can make catch up contributions in their retirement accounts. And when they do so, they increase their tax advantage, savings, and investments rate.
Shocking stat, only sixteen percent, one six of those eligible, actually do so. They’re thus leaving, you know, tax benefits on the table. A good adviser proactively reaches out and advises their clients how to do that. We’ll bring that to life, Elise, in a minute with the great FMG emails that are preloaded in the system, but that’s a bit of context there. If I may, let me call out one more on the left, the next gen of the client family.
When children turn fourteen, that is the legal working age, they can legally start earning income. To do so in many states, they need something called the working papers. How you get them via the school district or the local government is state specific.
In any event with the first legally earned income, they can open custodial IRA accounts under their name and enjoy the power of tax deferred compounding for decades to come. That kind of advice is really beneficial to the children teaching, saving, investing, and doing so in tax aware, tax smart ways. And needless to say, opening custodial IRA accounts for the kids, the next gen of the family, is a wonderful way to tie that family even closer to the firm for the long term. So there you have it.
Fifteen age based milestones. But wait. There’s more. There’s also life events.
On the top of the page, you see the fifteen age based milestones again. Those are fixed in time. At the bottom of the page, you see dozens of life events, getting married, divorced, buying a business, selling a home, having a child, or moving to Florida.
Those events are not fixed in time. They are more fluid. They don’t always happen. But when they do, they represent major opportunities to leap with advice and capture money in motion. When you overlay these two programs, the fifteen fixed age based milestones and dozens of life events at the bottom, you can see how all along the client life cycle, there are dozens and dozens of opportunities to lead with personal, timely, impactful advice. And good news pertaining to our great partnership, Susan, on the next page, we now have six key moments that matter embedded in the FMG system.
Three life in numbers events, namely age of majority of eighteen, catch up contributions at fifty. And then age sixty two, the big question, do you start taking Social Security now, or are you better off waiting until later? And at the bottom of the page, we also loaded three key life events into the system, namely birth of a child, getting married, and moving to a new state, making sure that the tax considerations around that get addressed in proactive, thoughtful ways. I look forward, Susan, to bring some of those to life in the system.
Yeah. You know what? I would love, to hear a story. I mean, you work with lots of advisers. Maybe, tell us a story about an adviser that has been leveraging this strategy, maybe a particular, you know, age based milestone or potentially life event, and tell us how they you know, tell us their success story. Tell us, you know, what they did and what happened and all that jazz.
Super happy to do so. And if I may, I’ll tell you three quick ones because they really bring it to life from a number of angles. First off, we’re all the victim of our own recency biases.
I am right now dialing in from the annual adviser summit of a big partner firm. And just this morning over breakfast, two advisers were kind enough to share their success stories with me, which I’ll now happily relay. One is around deepening with a client. The other one is moving a prospect further in the funnel. Let’s start with the client setup first.
A adviser shared with me this morning that they were serving a very wealthy family for decades.
The wealthy patriarch never really introduced the next gen, although they tried.
And they use the very age point that we just discussed a minute ago, Susan, age twenty six, to connect with not g two, but g three of that family in thoughtful, timely, and proactive ways. And that really brought the value of the adviser to life for g three that then leaned on g two to open up and start meeting with that adviser. So a fascinating story.
Can you go through the how? Like, you know, I I think our our audience loves, you know, tangible examples that they could put into their business. So I think they get the concept of reaching out at these times is great, and I we’re gonna show the platform in just a bit. I just wanna stay a little strategic before we get into tactical. Like, what exactly what were the multiple steps that they took?
In that particular case, the adviser led with the email version of the advice, sent that two g three six months ahead of them aging out of their parental health care insurance, making them aware that they need to find alternative options, and pointing them to the right sources.
That email triggered a phone call, a inbound phone call to the adviser by the g three family member asking a couple of clarifying questions that the adviser was able to help with because the adviser had the dental materials pulled up and could leverage the expertise on the questions. Where do I best go? What are pros and cons of certain alternatives?
Interestingly, as I mentioned, it didn’t end there. G three wanted to meet the adviser in person, and by now, they did. And as I alluded to, g three leaned on g two to do the same, embrace that adviser, and connect in more open, aggressive ways. That was one set of fact patterns, one adviser experience.
The second one around prospecting might be of help too because I hope we all agree good advice is great for clients, and it’s advisable to lead with sound advice in your prospecting efforts as well. In that particular case, the, adviser shared with me again over breakfast this morning that they were pro prospecting a wealthy couple for quite some time with limited traction. They used h point seventy and a half QCDs, qualified charitable distributions, as their hook. What they did is they, again, used the email of the Bento system and the PDF attachment to alert their prospect that as they were approaching age seventy and a half and given that they’re philanthropically inclined, that they can leverage the QCD strategy to optimize either their taxes and or increase the impact of their charitable giving.
And, interestingly, the incumbent adviser of that family had not broached that topic yet. So the adviser that was using the Bento system and leading with the advice clearly differentiated herself by leading with that type of client centric advice that creates tax alpha on the client side.
So that was an interesting use case for prospecting if they are philanthropically inclined, discuss the QCD strategy, which interestingly many advisers do not seem to be discussing with their wealthy philanthropically inclined clients. Now the last one, Susan, I would point you to is don’t just take it from me. It’s always powerful to hear from the horse’s mouth directly. And there is a prolific advisor in our industry by the name of Derek Nottman.
He runs an RIA called Intrepid Wealth. He was kind enough to share some of his experiences on a publicly reported webinar recently. And if you go onto Google or YouTube, Derek Nockman, Bento engine, you get to a one minute video clip where he shares how he met with advice around h point sixty two, Social Security benefits, and uncovered rollover opportunities to the tune of four million bucks that he may not have discovered otherwise. So, Susan, last comment there.
When you leap with advice on these milestones that may unearth fulfillment opportunities and new business opportunities that are not necessarily directly related.
What you do when you leap with this type of advice, you build trust. And you know the famous Teddy Roosevelt saying, clients don’t care how much you know until they know how much you care. And by you leading with advice, you do just that.
Yeah. I I mean, I totally agree. And I think the challenge, which is what we always see, is the content. I mean, advisors I don’t think anybody’s like, oh, that’s crazy.
I never thought of that. But executing is is challenging. Everybody on this call is swamped, and I’m I’m honored that they’re taking even a half an hour, forty five minutes out of their day to meet with us because that’s money to them. And I actually hear advisers talk about, you know, like, for us, the do it for me program has saved them, you know, thirty hours or something, and then they equate that to their dollar lead rate.
I mean, it’s it’s real. So what what all these things are, ideas that you probably know, but can we help you execute? Yes. We can.
So let’s get to the how. And, you know, I think it’s interesting.
I saw this, this was another stat I got. It takes seven to thirteen touches, apparently, including calls, emails, other messages before an affluent investor engages with an adviser. This is according to sales benchmark index data.
But most advisers quit after four attempts thinking the strategy has failed.
So what we are always telling you is consistency is the key. And just like you tell your clients to be patient, to not look at next month’s, you know, S and P results and decide whether to get in or out of the market. It’s the same with marketing.
You can’t judge it based on a month. You can’t judge it based on two months. It’s just the same message you give to your clients. It is the long haul, and content is king, and here is how we can make that easier for you. So I’ll let you kinda steer Elise, and I’d love to introduce Elise.
Elise Lambert is, our star of our did you know webinars and one of, our amazing teammates on the marketing team, and she will be doing our, live demo of the FMG website and showing you how it works. Oh, we got a clap. Yay.
Good to see everyone, and we’re gonna start out today in the content library and then where we can go to find our Bento box.
So within here, we can look to find all of these moments that matter, and you can do so at the very bottom. So when you come to that content library, scroll to the very bottom. We put it here so it’s easy to find, and you can click on this.
Called a Bento box.
I’m sorry. I’m Bento box.
Funny, but I’m like, like, I And I would love Bento boxes.
I just had one for lunch, by the way. Yeah. But in this collection, would love, Philip, for you to kinda talk about, some some of the stuff that’s in here and why we picked some of these meaningful pieces and all of that.
Absolutely, Elise. As you alluded to, in your collection, you find six moments that matter. Three of them are age based milestones, and three of them are life events.
On the age based side, we have age eighteen, age of majority. We have age fifty, catch up contributions, and we have age sixty two, Social Security benefits.
On the life events front, we have getting married, having a child, and moving to a new state. Again, the tech the tax implications around that are meaningful.
Per event, we provide to you an email that’s ready to go, and we’ll bring one to life in a second. And we give you PDF pages that you can use if you have visual learners.
We give you two different modes of communication because as you all appreciate, your clients and prospects have different learning profiles and communication preferences.
For some clients, they’re constantly on the go living in their email box. A well structured, beautiful email would be the way to go. Others might be visual learners that benefit from a well structured PowerPoint or PDF page. Perhaps you have them coming in for a quarterly review meeting soon. In those cases, you would leverage the PDF version of the advice.
Elise, shall we perhaps start with the email version using h fifty?
Absolutely. Great idea.
And we can also, so we’re gonna when you’re coming through this library, you can see you can click on each one and preview those details.
So if I just click on this, it allows for me to preview the content in there which is a really nice feature so I can say okay, I can peruse through it real quick and get some of those good ideas and say great this is perfect.
So here what I’ve done is I’ve come over here and you can use these as is and you can also come in and add your own to them. So if you want to add a little bit or maybe a catch line here or there or make it your own voice of you and your branding of your organization, you can do that. But what’s most important is the bulk of it, the the meat and potatoes of it is already done for you. So here is one that I’ve come and created.
We can always so you click on this. We have chosen the catch up contributions at age fifty and we can easily come and drag and drop and utilize our one line editing system. So I have added, a little bit of bold, and I’ve added headlines to make some key items in this stand out. We have bullet points, so it’s easy for them to read, all of that.
And something else I’ve added was a call to action. So knowledge without, action is wasted.
And so I love the green.
Love the green, but you can change the color. And I think for anybody who has not seen the FMG platform before, the we just every piece of content is, for the most part approved. So if you’re affiliated with a broker dealer, one of the big pluses that we see from, or that we hear from advisers is that the content has been through a twenty four on our team. It gets sent to your, compliance team if you are affiliated with a broker dealer, and then they approve it.
And then if you send it out unchanged, it just goes out. If you edit anything, and we really, really, really encourage you to edit it because that’s what makes it yours, we write to make it as authentic as possible, but nothing beats, you know, a couple words changed at the beginning or end that makes it your tone. But at any rate, you change those words, and it just stops off at compliance. Makes it super easy.
You don’t have to, you know, download it and upload it onto another system.
And you’ll see it includes your signature and just looks really nice.
But this example is just showing you how easy it is to capitalize on some of these age based milestones by leveraging the emails that Bento has added to our, library.
So what do you do next?
Awesome.
Then you you select your audience. So thinking about being meaningful and mindful, we can select, course, our entire audience, but this is a key moment. So I am going to organize my database, and I have done so. And I’ve selected age fifty to fifty five.
But you can, of course, organize yours however you’d like, and I hit next and send it out.
I can send as soon as it is approved, or I can select some future question?
Yeah. How did you get all your contacts into the system? And and maybe just describe how the CRM works and how groups work. So, you know, the syncing and all that stuff.
Great. So we, sync with all the big CRMs out there. So your Wealthbox, Redtail, Smart Office, Salesforce.
You can also upload all of your contacts via CSV. So if you don’t have a CRM, no problem. We can still bring those in, and then you can also manually update them one by one. So if you have your contacts organized, I always say a organized contact list is a happy contact list. And if they’re organized by, groups or campaigns and depending on what your, CRM is, those also reflect within the FMG dashboard. So it makes it really easy for you to send these moments that matter to the right audience so that it has a little bit more not a little bit more, but a much bigger impact on that.
Yeah. And what’s nice is, you know, we want one source of truth in your CRM strategy. So we don’t we do a bidirectional sync with all of those CRMs. So if you have groups and you have the ages in your CRM, they just come over.
So if you’ve already created a group of sixty to sixty five, it’s going to come over and show up as a group in FMG. You don’t have any double work. And if you add somebody in your existing CRM to your group age, you know, sixty to sixty five, they’re automatically added when, that nightly sync happens. So, vice versa, if you add a contact in FMG, it’ll sync back.
Awesome.
Alright. So that is a little bit of the how and, also included in the Bento collection or Bento box down at the bottom.
We have a piece in here that’s specific for you. So if you’re just getting started or you’re looking to you utilize or look at best practice, we have a section here called how do I use the Bento Collection and so this will open up a really helpful article, answer a lot of those great questions you might have, but, hopefully, this was a great snippet of how easy it is to use these milestone messages to get them to the right audience.
Yeah. And what I know you Philip, you sort of recommend a multitouch strategy including you know, you’ve got your emails and then downloadables. Maybe talk through how you would, incorporate those, and we can show you how we have downloadables in here as well.
Exactly. In Elise’s example where you send out the age fifty email to a tightly well defined population, for many of them, the email may do the trick, may be sufficient. They follow the call to action, and you get exactly to your desired outcome. Others, however, may have more questions.
Others may need a second drip, Susan, to your opening comment from a few moments ago. In that case, the additional format of the PDF may come in really, really handy. That’s perhaps open one, Elise. Perhaps we focus on birth of a child, a major life event. So if there’s a follow-up question, if you have somebody coming to your office for a quarterly review, if you want to weave in a life event like this, you can do so. In this case, it’s a four page, bit of a meatier piece because the birth of a child provides so many opportunities for client centric wealth managers to add value. At the bottom of this opening page, we identify here the eight bases a family should cover if and when a child gets born or adopted ranging from paperwork to beneficiaries, insurance, education saving, trust and estate taxes, and even HSA, FSA.
Those are eight bases to cover. If you just fast forward the for one page real quick, we then bring each of these bases to life a little bit more. On page three, for example, some information on the importance of saving for college and the multiple vehicles you have to do so. So think of these PowerPoint and PDF pages acts as the next level of insight and advice that you can bring to your clients.
On the very last page of these materials, we always keep everybody safe, disclaimers, quality further reading, and current as of. On that note, laws and regulations change all the time. And when they do, we quickly update the materials so that our clients can serve their clients always with the latest and greatest. In that spirit, the best practice, please don’t ever download the materials to your desktop and then use them from there.
No. Always go through the FMG system so that you access the latest and greatest materials.
Susan, back over to you. I hope this brings to life how you can use different modes of communication either on a stand alone basis or well orchestrated to drip and continue to educate your clients and prospects in ever deeper ways.
I have a question on if you go we one of the questions somebody asked is, this makes total sense for clients, but how do you gather this data? Any recommendations for how to gather this data for your prospects? And I have I have thoughts on that as well, but I’ll let you go first.
I’ll share some thoughts, and I’m eager to to see how they drive with with yours, Susan.
We observe our clients pursuing a number of strategies to get to the date of birth for the prospects ranging from straight up asking, and that is delicate but can be done well with your fingers.
Some of them use services, you know, data augmentation services that fill in missing data points in your prospect base. That is certainly a way to go as well. And then the third one, Susan, is just estimating, just sort of triangulating what is roughly the age period of that prospect and then firing the relevant alert in that direction. Those three come to my mind. Susan, what have you got?
Yeah. I think all those work as well. I and this is really part of our overall, you know, strategy at FMG, and it’s based on the fact that multiple surveys talk about how consumers value informative information and view it as a reason that to choose and or to believe that their adviser is is differentiated. And what we recommend is dripping on your prospects, dripping on your clients, but also dripping on your clients.
And, for example, in our different program, which we’ll talk about our do it for me program, which also you know, this similar content is in the library for you to execute on your own. We have we recommend just coming up with a monthly content calendar that hits on the most common and potentially most lucrative age based milestones and dripping that content over time. So every one of the age based milestones that Philip has talked about are different customers. And in our content library, we have emails and blogs on those topics, and it’s a question of just mapping out your content strategy for a year and dripping on clients and prospects.
The whole point of marketing really is being top of mind when a triggering event occurs in the mind of either your client or prospect. And to do that, you just have to stay in front of them. The the chances that you’re gonna get them exactly at the right moment, the right message, and there is technology that’s coming out that I think will make this easier. But today, the best way is just to be sharing valuable information about these milestones.
And when one occurs, they will remember. So it’s not it’s not imperative, I think, is what I’m saying, that you have to know the prospect’s age to understand that they would be interested in these ranges of topics, and you just make sure that over the course of six months or a year, you’re hitting on all those key topics.
And I think just one yeah.
Go ahead. Oh, no.
I was we’ve had some You go first, Phil.
I just wanted to jump in and add to that for emphasis. As you think about augmenting your understanding of the prospect, explicitly include the entire family unit, g two, g three, because that will create opportunities and showcase how family centric you are as an adviser.
Oh, that’s awesome.
Elise, I think we’re gonna audible a little bit. I don’t know if you saw. We got a question about newsletters and just overall the FMG library. So maybe if you could go back to the content library and just scroll to show how we’ve organized our content.
We have exclusive content that we’re adding every month. We have Instagram contact content. We have current events. This is new and noteworthy.
So anything that’s happened, this would be timely. So, you know, when the government was potentially gonna shut down or sometime the Fed made a a decision about interest rates that changed the direction of the market or, you know, Silicon Valley Bank. These are things where we’re writing really timely, communications. Then we have holiday life life milestones.
This is where you’ll find a lot of the other content that we’ve talked about. Women, staff, recommendations, so on so forth, Social Security. And up at the top, you can search for any topic that you want. I do have a question about newsletters, Elise, and I wonder I actually I can think of two different ways to pull them up.
I’m not sure if that would all be an automated marketing or if there’s another way to pull those.
Yeah.
The the best way to start, we’ll go to automated marketing first k.
Where we can see the set it and forget it campaigns, again, around different milestones. So birthdays, this is an automated newsletter, but other newsletters that are available, bimonthly retirement newsletter.
We had a specific question about retirement newsletter, and we so I just mentioned we have retirement insights. We have a monthly financial planning video, and then we have a monthly market insights commentary and video.
Those are the three newsletters. But you also saw how Elise used our email template, and it’s super easy for you to leverage our articles or any of our content and your own and create your own newsletter.
So maybe that’ll be another webinar that we do. And, let’s see. Alright. So let’s go to our last slide, which I think we were gonna just talk about do it for me.
One of the when I get asked what is the, you know, the biggest challenge advisors face in their marketing, and I think I would have to say that it is sticking with a strategy, being patient, and not giving up.
I wish there was, like, a red Staples easy button that, you know, you just start doing something and the you know, you’re in you know, inundated with leads.
But as we’ve talked about, it really is about determining deciding to do a strategy and sticking with it. And our belief is that the best strategy is a consistent cross channel marketing content marketing strategy. So for our do it for me, because that’s a lot of work, every month, we’re writing two blogs.
We version them for emails, and the blogs typically are about one of those age based milestones or something that’s super timely and relevant to a lot of people. Like, there’s been a ton that’s gone out with the Secure Act two point o and things that are happening in twenty twenty four.
The, sunset of the tax cuts and jobs act has given us a lot of great content to talk about estate planning across lots of different categories and tax planning, which are both two hot topics, obviously. And then we version those blogs for emails, and we version it for a client and prospect and for center of influence so you can drip on your centers of influence as well. And then we write about twenty social posts. Some of those are optional, but we put them all on a calendar to recommend where we would, encourage you you know, where we we think the best timing is.
And then we also are adding a podcast script, a marketing idea, and then you have a dedicated marketing strategist who will meet with you. This is an example of the email. We send it out two weeks before the beginning of the month. You can read all the content.
You can say, I don’t wanna read it. It looks great, which many do. You can edit it. We encourage people to swap out pictures in the social post so it makes it more personalized.
And then you meet with your marketing specialist, and they execute the whole calendar for you. So, that’s been really popular. We got a lot of great feedback. We have a Slack channel called different wins, and it’s my favorite one to go to almost every day. We have somebody saying something great.
So with that, Philip, I’ll go back to you and ask you to just any closing thoughts?
In closing, we all get it. Leading with advice is the right thing and benefits everybody. Susan, I love how you focused us in this webinar on how to do it in efficient and effective ways, being aware of age based opportunities of life events, using technology to surface them, and then prepopulated content to leverage in executing both with clients and with prospects across generations.
The content piece is what we bring to the table. The vehicle, the platform, the making it really easy to deliver it is what FMG helps you with. So that partnership between Vento and FMG, we are super excited about. Needless to say, if you want to learn more about Bento engine, come and visit us at bento engine dot com. Happy to hop on a personal demo dive deeper. And we, Susan, thank you for the partnership. Looking forward to building that out as we go along.
Oh, thank you so much for being with us, and I think everybody is walking away. If if not, I I’m sure they were already enthused about milestones.
Now they are trying to put that into action, and they know that Bento can help them get there. And the partnership with Bento and FMG makes it even easier. But I have to read one one comment because this is so nice. We just there’s, one of our attendees, Michael, just wrote, we just started using FMG midyear last year.
Linked it to our Redtail CRM. At the risk of sounding like a raving fan, we would never be able to generate the amount of content we get through FMG and the ease of, the ease to send it out and posting to social media. If you aren’t on it yet, I just say get a demo. I mean, yay.
So thank you so much. Thank you, Philip. And Bento is fully included in our FMG all of our FMG packages. So regardless of which package you choose, you get Bento.
It is a taste of what Bento offers, and we will continue to work with Bento to get more of their content on. But Philip is is it’s an amazing it’s an amazing opportunity, and, obviously, it’s a it’s a sort of match made in heaven. So thank you all, and I gave you fifteen minutes back. I love when we can end early. Have a great, great, great day.
Thanks, everyone.
There would be nothing to say that. Bye, everybody.
