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Behind the Campaign: Retirement Income Teeter-Totter

If you’re going to get attention with your marketing, you’ve got to think creatively.

But, creativity is a loaded word.

Most people think that flexing your creative muscle is about creating something new.

It’s not.

It’s about connecting and positioning existing ideas in interesting new ways. Continue reading Behind the Campaign: Retirement Income Teeter-Totter

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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 to Use Video to Be Magnetic to Prospects and Clients

Video is everywhere you look online.

And being fluent in video is now a requirement for advisers who want to attract more and connect better with prospects and clients.

We were recently joined by our friends from FiComm Partners, Megan Carpenter and Candice Carlton.

We couldn’t think of anyone better to discuss video than FiComm Partners; their Video-First Advisor Education earned them a nomination by the 2020 Industry Awards under the category of Industry Disruptors.

Whether you want to level-up with video, or you’re looking to just START already, you’ll find awesome tips and motivation in the presentation below. Continue reading How to Use Video to Be Magnetic to Prospects and Clients

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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?

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Behind the Campaign: Retiring in Uncertain Times

“Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different.” — Michael Porter

If strategy is mostly about choices, then you can’t look at a marketing campaign and “see” strategy.

You only see the effects of a strategy.

We believe marketing teams should be public about their decision-making processes.

It would go a long way in the financial industry.

It would help others understand the strategy and the thousands of micro-decisions made along the way.

Announcing: Behind The Campaign

This is a new series, presented by Snappy Kraken, where we’ll pull in experts from our team and have them walk through the thinking and methodologies behind our financial adviser campaigns.

You’ll get to see strategy taking place.

We already research and share performance results in our yearly State of Digital and Half-Time reports (tens of thousands of campaigns launched!).

We’ve shared the metrics.

Now it’s time to share the METHODS. Continue reading Behind the Campaign: Retiring in Uncertain Times

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HELP! A Simple Framework to Get Better Email Engagement

Picture this. You sit down to craft the perfect email to send to your existing and prospective clients.

You agonize over the right words, the right order, and the age-old question: to gif or not to gif?

You edit.

You polish.

And then you send it out into the world wide unknown, ready to reap the benefits of the responses that will come pouring into your inbox.

But instead of thousands of warm and receptive replies, you get nothing.

You are not alone.

When it comes to engaging prospects and clients through email, it can feel like you’re working in the dark.

Which is why we’ve built a framework that can help drive responses and engagement. Continue reading HELP! A Simple Framework to Get Better Email Engagement

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6 Ad Metrics You Need to Follow

The truth is, when it comes to placing ads there are many different things you want to consider.

Facebook or Google?

Instagram or Twitter?


The list can go on and on.

Depending on the purpose of your ad, there is a wide range of variables that can affect performance.

And what works for somebody else may not work for your customers, or location, or outreach.

But how do you measure ad performance in the first place?

After all, until you know how you’re doing, you’re not going to know what you need to change in order to improve.

We live in the age of big data, and while that can be a blessing, it can also prove to be troublesome.

Raw data by itself isn’t particularly useful.

Instead, what you need is an understanding and a context of what these metrics mean.

Without a dedicated data department or marketing team who can adeptly sort through every metric for you, you’re left with a vast array of information.

But which are the most important ad metrics, and how do you measure them?

We had Snappy Kraken’s Success & Advertising Specialist, Geoff Cersoli as a guest presenter for the Half-Time Report: 2020 State of Digital presentation.

He shared a list of 6 important ad metrics to help give you a realistic overview of how your ad campaigns are performing. Continue reading 6 Ad Metrics You Need to Follow

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5 Easy Video Editing Tools to Help You Add Extra “Wow”

Let’s make this quick.

For the past decade, it seems like dozens of companies have published an article that says “Why this year is the age of video.”

We get it.

You get it.

Video is important for financial advisers.

Let’s help you leverage video’s power to impact your marketing strategy.

This post is all about video editing tools.

Not an expert in video editing? No problem. Don’t let that keep you from getting started.

If it’s between sharing NOTHING, and just firing up your phone to send out SOMETHING helpful to your prospects and clients…have a bias for action.

Technical video skills aren’t required to get going.

If you’re trying to do it yourself, then the right tools and skills are useful in helping you get better.

Here are 5 free (and inexpensive) video editing tools to produce better videos. Continue reading 5 Easy Video Editing Tools to Help You Add Extra “Wow”

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Digital Marketing for Financial Advisers: 2020 Half-Time Report

The first half of 2020 surprised all of us. Things have changed across many different sectors.

Watch Robert Sofia, CEO of Snappy Kraken, as he covers five data-based insights that prove what’s working, what’s not, and what’s new with financial adviser digital marketing in a post-COVID-19 world.

Click here to DOWNLOAD the 14-page report.

About the data: The data in this report reflects actual performance from 12,852 active digital marketing campaigns run by individual financial advisers and firms throughout the United States during the first half of 2020. Watch the video below. Continue reading Digital Marketing for Financial Advisers: 2020 Half-Time Report