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Do Privacy Changes Affect Your Marketing’s Effectiveness?

When COVID-19 first impacted the U.S., “The Late Show with Stephen Colbert” had to go without an audience. In lieu of laughter and cheers from an engaged crowd, Colbert told his jokes to an empty room—and, as empty rooms do, it didn’t laugh or clap back.

But just because Colbert couldn’t get feedback from a live audience, it doesn’t mean his viewers weren’t enjoying his content. In fact, people were still watching Colbert’s show as much as they did pre-COVID-19.

The reason? With or without feedback, good content is good content. Colbert’s target audience continued to enjoy his show, laugh at his jokes, and probably clap the way they used to—whether he saw them doing so or not—because the content was still good. Good content doesn’t rely on feedback because it’s focused on what the client wants, not what they bring to the transaction.

And that’s good news because tech giants like Apple and Google have started prioritizing consumer privacy. This means our marketing efforts may yield less feedback at certain stages of the sales funnel. We won’t be able to track email open rates, click-through rates, and other metrics as accurately as we once did—but that doesn’t have to mean the end of lead generation.

Focus on tailoring your content to your target audience—as Colbert did—and the lack of data won’t derail your marketing results.
Continue reading Do Privacy Changes Affect Your Marketing’s Effectiveness?

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The 3 Presentation Strategies to Own Your Audience (Live or Virtual)

“Imagine the audience in their skivvies.”

This silly adage is an attempt to make your audience less intimidating, but it’s not your audience that’s intimidating. It’s your presentation.

People’s attention is about as elusive as Bigfoot himself.

And even if you do manage to snag their attention, It’s even more critical that your message sticks.

When you’re able to communicate your message properly, it empowers your audience.

We get it; public speaking doesn’t come naturally to everyone.

Don’t worry.

Whether you’re a newbie at presentations or a seasoned pro, these three strategies we stole will empower you to conquer any presentation.

Continue reading The 3 Presentation Strategies to Own Your Audience (Live or Virtual)

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How To Target High-Net-Worth Individuals

A lot of financial advisers want their marketing to specifically target high-net-worth individuals (HNWI). They think that content like “How to Manage $10 Million Effectively” or “Investment Alternatives For the Daring Millionaire” will help them land more high-net-worth (HNW) clients.

Contrary to common sense, many HNW clients aren’t interested in being pitched this kind of content. More often than not, it’s a turn-off because most HNWIs don’t see themselves as rich, to begin with. Brent Kimball of Kimball Financial, and member of the Million Dollar Round Table (MDRT), even said, “My clients don’t view themselves as wealthy, including one client who is in the top 1% income bracket.”

Instead of focusing on your ideal clients’ net worths, create more relevant content through proper segmentation that allows you to address pain points, talk about hobbies, and share interests. As you learn more about your prospects, you’ll find that HNWI have similar interests, needs, and pain points as your other prospects.

More High-Network Clients

Continue reading How To Target High-Net-Worth Individuals

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Why Questions Are Key to Converting Prospects

When you finally get a prospect on the phone for a sales call, it’s easy to think your primary job is to explain the benefits of your financial services right off the bat. And because of that, you spend most of the conversation explaining why you’re the best financial adviser for your prospect’s needs.

These assumptions actually hurt your credibility. They signal that you don’t understand your prospect’s issues and might not be a fitting solution. Instead, ask open-ended questions and listen. This is the best way to demonstrate that you care about your prospect’s unique situation and will think critically about a solution.

Prospects don’t choose financial advisers because of the number of services they offer; they choose advisers based on who has that one solution to their specific problem. Asking your prospects multiple questions will allow them to identify their problems using their own words. It will also help you grasp the full extent of their problems and offer a bespoke solution to establish yourself as the only logical choice.

Statements tell, questions sell, content marketing for advisors, clients and prospects for advisors

Continue reading Why Questions Are Key to Converting Prospects

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Prospect Nurturing to Generate Clients

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.
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Adviser Dialogue: Powerful Scripts That Connect and Convert

Conversations matter. 

A lot!

Conversations have a major impact on our lives.

In fact, they can go south in a heartbeat (just listen to this podcast on conversational styles.)

As advisers, there are countless conversations happening every day that can affect your client’s lives and your business.

With the need for consistent outreach being at an all-time high, it’s important you’re communicating properly.

No matter the situation.

These 5 articles will help you effectively connect and convert with your clients and prospects.
Continue reading Adviser Dialogue: Powerful Scripts That Connect and Convert

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Behind the Campaign: High-Engagement Emails

We love building automated, multi-channel marketing campaigns for Financial Advisers…especially campaigns that publish content for several weeks or months automatically. It saves our members a lot of time!

In fact, that’s what our company was built on.

But 4-week campaigns and evergreen content aren’t marketing silver bullets.

Part of being a great marketer, and a great adviser, is being able to show prospects and clients how current events impact them personally and financially.

And that’s why our timely emails have some of the highest open-rates for our members.

Being able to put a prospect’s mind at ease about a recent market swing, or help a client keep their head when Congress passes another sweeping tax reform, can be the turning point from prospect to client, or client to raving fan.

Continue reading Behind the Campaign: High-Engagement Emails

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Is this Email Too Long? (A Quick Marketing Lesson on Readers and Persuasion)

How long should my content be?

Well, that all depends.

The tongue-in-cheek answer would be:

It needs to be as long as it needs to be.

See, it all depends on the context and the objective of your content.

In the example below, let’s talk about email. Continue reading Is this Email Too Long? (A Quick Marketing Lesson on Readers and Persuasion)

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How Should You Approach Negative Responses to Your Marketing?

The following is based off of an interaction we had with one of our Snappy Kraken members.

Picture this.

You’ve carefully crafted a message for your newsletter or prospect nurturing email.

It’s thoughtful, topical, with tidbits of information and that particular sparkle you bring to the table.

You’re feeling good about this email.

You hit send.

Soon, you get back a response.

You’re excited to open it.

But instead of agreement, thoughtful praise, or someone willing to sign up for your services, you get this: Continue reading How Should You Approach Negative Responses to Your Marketing?