8-minute Read | 9-Minute Listen
Marketing benchmarks and success look different in every industry and for every business. For example, the average email open rate in the business and finance industry is 21.56%, while the average open rate for government emails is 28.77%. Apart from industry, other factors affect performance like company size and maturity.
Industry averages tell you how other businesses are doing and let you know how you’re doing in comparison. At the end of the day, you need to define what success looks like for your business by analyzing past performance to create your own benchmarks.
Here are the most important metrics on social media, for emails, and for referrals and how to find them:
(Note: All industry averages in this article are specific to the financial industry unless otherwise indicated.)
Continue reading What Success Looks Like for Financial Advisers
In our 2021 State of Digital Marketing Report, we found that our top 25% of highest-performing advisers, in terms of marketing, massively outperformed everyone else. They have more contacts, get better landing page conversion rates, and—most importantly— they generate more leads.
But our top advisers aren’t spending exponentially more money or time on their marketing than anyone else; they’ve just hit on some simple, effective strategies. We’ve compiled a list of what our top advisers are actually doing to help you build or adjust your own marketing strategy and get better results. Continue reading How Can Advisers Generate More Leads
Before reading this guide, take our quick 5-minute quiz to get your Marketing Opportunity Score and specific marketing tips that will boost your revenue.
Most advisers think that to get results out of their marketing, they need to do it all. Organizing events, setting up lead generation campaigns, emailing all of their clients and leads every day, spending countless hours on social media, creating videos, setting up ads—the list goes on.
Spending too much time (and money) on marketing means the average adviser ends up spending a whopping $3,119 to get one single client—$519 in hard dollars and $2,600 in time costs.
We’re gonna let you in on a secret: you don’t need to dot every I and cross every T to see a return on your marketing efforts. Continue reading How to Prioritize Your Marketing Plans
7-minute read | 8-minute listen
Every year, we create a Half Time Report to identify which of our campaigns have performed tremendously well. This year, we analyzed almost 10,000 campaigns, around 36,000 social media posts, and over 10.5 million emails that our members from all over the United States sent to their target audiences.
The results are in—and we wanted to highlight 6 unique, high-performing marketing campaigns that our members personalized and then sent to their leads, prospects, and clients that got a ton of clicks, opens, and responses.
The one thing they all have in common is a deep understanding of their audience’s needs and concerns. These six pieces of content will show you how timing, genuine care, and reliability all play a part in getting you results from your marketing efforts. Continue reading Financial Adviser Marketing Campaigns That Work
12-minute read | 16-minute listen
The average financial adviser sees an email open rate of 24.8% for their marketing emails and a landing page conversion rate of 6.2%. For the average Snappy Kraken member, those numbers are 29.5% and 9.9%, respectively. How do they do it? Simple. Using the Cold to Gold Framework.
The Cold to Gold Framework isn’t an ultimate marketing guide that pretends to know more than it does. It’s a six-step, data-backed marketing strategy that capitalizes on relationship-building to get you actual conversions. It’s based on the principle that the most important objective of your marketing should be to build relationships, foster trust, and become the go-to resource for financial questions and services.
Continue reading The Framework to Boost Your Marketing ROI
6-minute read | 8 minute listen
Let’s say you want to start a vegetable garden. You buy the seeds and put them in the ground, but you can’t expect a bunch of ripe tomatoes the very next day. You need to nurture those tomato seeds to get some fruit.
The same thing goes for your financial adviser marketing efforts. You can’t generate leads, leave them to their own devices, then expect a sale. You need to nurture those leads to get loyal clients.
Lead generation is your first point of contact with a potential client, but lead nurturing is what builds that meaningful client-adviser relationship. Showing your potential clients you genuinely care for their well-being by producing helpful, empathetic content will help you increase sales, build relationships, and foster trust.
Continue reading Prospect Nurturing to Generate Clients
6-minute read | 7.5 minute listen
“Marketing is a waste of my time. I spend so many hours on my marketing but get almost no new business from it.” If that statement sounds like something you would say, you’re not alone. Seventy-five percent of financial advisers report that they get fewer than five leads per month through their websites.
But we’re going to change that. Our members’ success proves that marketing doesn’t have to be a time suck that delivers little to no results. In fact, our advisers get an average of 6.8 leads per campaign, and our top-performing advisers boast 10.1 leads per campaign. And most of them spend less than four hours on their marketing per month.
Our blend of automation, personalization, and heavy reliance on data lets our members create marketing campaigns that bring them more results in one click. But even if you’re not one of our members, these tactics will help you generate more leads, reach more people on social media, close more sales, and build better relationships with your clients. Continue reading Data-Driven Marketing Tactics for Advisers
6-minute read | 7.5 minute listen
Pre-COVID-19, only 2% of advisers met with their clients through video calls—most conversations happened in-person, face-to-face. But with lockdowns, social distancing restrictions, and other changes brought about by the world pandemic, only 12% of advisers were able to meet with their clients in person—the majority (80%) relied on video calls or phone calls.
The pandemic has undoubtedly changed the way advisers need to communicate with leads, prospects, and clients. This means advisers also need to adjust the way they organize prospecting and nurturing events, one of the main ways to build rapport.
With parts of the world now lifting restrictions and opening up, people are asking, “When should we organize virtual events vs. in-person events?” The answer to that question is: it depends on your goals. Continue reading Where Should Your Next Event Be?