The Art of Inbound Marketing

Learn more with our online resources from the book, below. Click on each chapter icon to see the resources for that chapter.

I had a great discussion with Marie Swift, CEO of Impact Communications, where she shared some great insights about inbound marketing. You can see the video here:http://www.fmgsuite.com/market-in-motion/marketing-star-marie-swift/
For a great tutorial on finding out how optimized your site is and ways you can make your website more SEO friendly, check out our video “What Is Your Website’s SEO Score?” here: http://www.fmgsuite.com/market-in-motion/what-is-your-sites-seo-score/

We create short videos on financial topics and our most popular ones are built around stories and case studies. For example, this is one about personal savings explained through a retelling of the famous tale, “The Richest Man in Babylon.” See the video here: http://www.fmgcontent.com/resource-center/lifestyle/the-richest-man-in-babylon

You can see how much more fun and motivating it is for your clients and prospects to relate to a story rather than just to a chart or graph.

This video on estate planning is of interest to nearly everyone since it has a story about George Steinbrenner, a controversial and interesting figure. It’s a good example of engaging content. Follow up a video like this with a calculator or article related to the same topic. Visit http://www.fmgcontent.com/resource-center/estate/do-you-feel-lucky/

For more tips on navigation models and how to make your website user-friendly, watch our video “Secrets of a User-Friendly Website” here: http://www.fmgsuite.com/courses/websites-that-win-business/secrets-of-a-user-friendly-website/

Take a look at James Mitchell’s site at www.jmitchellassociates.com. His social media buttons (for Twitter, Facebook, or LinkedIn) are visibly placed In the upper right hand corner, making them easy for visitors to find. Without placing these social profile icons on your homepage, you miss out on an opportunity for your visitors to follow you and subscribe to updates from your social sites.

The second type of social icons are social share buttons. They allow the visitor to do just that – share your content on their social pages. If a website visitor clicks on one of the rotating presentations on James’ homepage, he or she can easlly select a social platform icon and share the content with friends.

Interested in what FINRA has to say about social media? Take a look at their most recent update. Visit FINRA.org. Click on “Industry Professionals,” then the “Regulation” tab, then the “Guidance” tab, and a list of “Targeted Examination Letters” will appear. Choose the “Spot-Check of Social Media Communications” to see the requirements placed on your firm. (June 2013)

For more information about social media marketing, and social page setup take a look at our video training course here: http://www.fmgsuite.com/courses/

We’ve created a great little tutorial on our Social Media Course called “Power Pack Your LinkedIn Profile.” It’s well worth a few minutes of time and effort. Check it out here: http://www.fmgsuite.com/courses/social-marketing-strategies-for-success/power-pack-your-linkedin-profile/

Join our LinkedIn group “Digital Marketing For Financial Professionals.” The FMG Suite LinkedIn Group is open to financial advisors only and consists of financial professionals discussing how they incorporate digital marketing into their practice.

Take a look at my cross-country adventure and think about ways you can bring your hobbies and passions into your social media sites. Visit here: http://www.fmgsuite.com/market-in-motion/cruising-with-craig-video-1-of-3/

Here is a quick training video that walks you through each step for setting up your Facebook business page. http://www.fmgsuite.com/courses/social-marketing-strategies-for-success/how-to-set-up-a-facebook-business-page/

In order to see a great business page in action, take a look at the Facebook page for Financial Planning Magazine. Any Facebook user who “likes” this page will receive any new posts in their newsfeed. Because they choose to follow Financial Planning, they are interested in the information and are more likely to interact and comment on it when they see it. Financial Planning is consistently posting content that links back to their website. This is a great strategy to move Facebook users toward becoming website consumers.

Just to give you an idea of what you can do (and to give you a chance to see some really cute kids) take a look at the video that we put together: http://www.fmgsuite.com/market-in-motion/monarch-school-thanksgiving-lunch/

In addition to the tips here, Facebook offers some great tips for how businesses can find success with their pages. Take a look at their suggestions and try a few out on your page. Visit: https://www.facebook.com/business/overview

Looking for a great example of an advisor who has found success on Google+? Take a look at George Papadopoulos’ page: https://plus.google.com/+GeorgePapadopoulosCPACFP/posts
There are many online dashboard applications that allow you to manage your social media accounts on one dashboard. My three personal favorites are Hootsuite, Buffer and TweetDeck.

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Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."


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Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."


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Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."


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