Matthew Halloran, discusses how to grow your business with facebook. Matt walks you through the steps of planning, setting up and measuring a successful facebook campaign.
Matt Sawyer: Thank you, Heather, and thank you all once again for taking time out of your busy schedules to join us on today’s webinar, “How to Attract Clients through Facebook.” I’m so glad you could join us today.
Now, to start the program, I’d like everyone on the call to take a minute to consider where we are today. It’s August 29th. Fall is rapidly approaching, and in many parts of the country that’s a very good thing. The kids are headed back to school. Think about where you are in your business plan. Are you ahead of goal? Are you on track to hit your goal, or are you running behind goal?
Now, when you think about it, with Labor Day on Monday we have four short months to hit the numbers we set out to achieve in January. I know it’s hard to believe, but we’ve got four left. Now take a minute and look beyond that into 2013. I know it seems far too early to think about that right now, but when you think about it, really it’s not too early.
What will conditions look like next year? The state of the US economy, interest rates, the global geopolitical situation; I think it’s fair to say that there’ll be many uncertainties that follow us into the new year in 2013. Now, we at WealthVest are working with advisors every day, and we’re in total agreement: It’s tough out there. It’s tough to find new prospects. It’s tough to financially manage marketing programs which are not quite working the way they used to or really were intended to.
Quite frankly, folks, prospects are using the internet in a far greater capacity to do research, to make investment decisions, and to make professional contacts. We’ve got to realize that the habits of our prospects are evolving toward the internet. Now consider this: What if next year is as difficult or more difficult than this year, and what will you do differently in your marketing programs to hit your production goals?
Judging from the number of new AdvisorDeck setups that our team in Bozeman is conducting every single day, more and more of you are deciding to implement inbound marketing strategies, programs which allow you to develop an active presence on the internet and through search engine optimization and pay-per-click marketing drive prospects proactively to you. In fact, many of you are on the webinar today because of the work we did on Facebook to get you here.
The proof is growing every day, folks. If you use pay-per-click, you will drive lead generation to your business, and you’ll do it at a much lower cost and effort than any other typical marketing program. We found you need three simple things to be successful. You need a powerful platform, and we’re bringing you AdvisorDeck. That’s your platform. You need proven success or a proven process, and that’s where the experts at WealthVest will help you from start to finish to drive that success. Lastly, you need expertise, and that’s where our great friend Matt Halloran comes in.
Now, those of you who have been on our series of webinars know him well. Those who are new to our series, Matt is recognized as one of the best advisor coaches in the nation. He has a keen understanding of how you run your practice. He’s the director of national development for GIVE Strategies, which is redirecting $1 billion to charity. He’s the president and founder of Top Advisor Coaching and is the coauthor of The Social Media Handbook for Financial Advisors, which has been released and is available at Amazon and elsewhere. Matt, once again and as always, welcome.
Matt Halloran: Thank you very much, Matt. You know, I think you really hit the nail on the head right off the bat there, Matt, with the whole idea of a lot of people who are on this webinar today heard about it through social media. Now, many of you might have heard about it through LinkedIn. Some of you might have heard about it through Facebook or Twitter.
What we’re going to talk about today is I’m going to have everybody on the call do a small consciousness shift because what you’re hearing in trade publications and through bloggers is, “Go to LinkedIn. Go to LinkedIn. Go to LinkedIn. That’s where you’re going to find clients. That’s where you’re going to find the best connections.”
What I need everybody to understand – and those of you who have been on these webinars have heard me say this before, but it’s something that’s so vitally important – is you need to communicate to clients and prospects in the medium they are comfortable communicating in. So for some people that’s in 140 characters or less on Twitter; some people that’s on Facebook; some people that’s on LinkedIn; some people that’s on Pinterest; some people it’s email, and some people it’s still the good old telephone. For seemingly a smaller amount of people, it’s face to face.
So what we’re going to talk about today is B to C relationships because a lot of people are saying, “Oh, Matt, I want to be able to use LinkedIn because I can get more referrals from estate planning attorneys and CPAs.” That’s great; that’s B to B. We’re talking about directly B to C here. Facebook is where people live. One out of every eight minutes online is spent on Facebook. That’s unbelievable. LinkedIn can’t tout that. I mean people in the demographics are starting to really flesh themselves out that this is right in the wheelhouse of the people that we want to market to.
Now, what AdvisorDeck brings to the table, for those of you who aren’t familiar with AdvisorDeck, I’m going to talk a little bit about it. But if you’re really looking for a one-stop shop, an opportunity to really build a great online presence, you have to have a portal. That portal is AdvisorDeck, and I’m going to actually show you how it integrates seamlessly with Facebook. Cameron and his team at AdvisorDeck have built something that is going to be the envy of any other program that’s even trying to get up to snuff like what WealthVest and AdvisorDeck is bringing to you.
I’m going to talk to you about that in a second, but 67% of companies have acquired customers from Facebook. I have. I mean it’s unbelievable through social media and Facebook how many clients and prospects that I’ve gotten for coaching, for speaking, for social media training.
For all of you, people are so free and open in what they share on Facebook – because they don’t seem to have as much of a filter as we all might think that they might or as concerned as we are always about compliance – that they’re talking about retirement. They’re talking about concerns with the economy. They’re talking about failed relationships with advisors, and you can tap into all of that by using the power of Facebook advertising.
I’m going to start with the premise that everybody on this call can follow, well, actually, a call that we did either last time or the time before on how to set up a business page on Facebook. So that’s where we’re going to start, that you have a business page on Facebook. This is my Top Advisor business page. As you can see, I just launched it. Top Advisor was launched about two and a half weeks ago. I have four other fan pages and business pages on Facebook specifically. This is one that I just started up. I’m starting to get some traffic.
What’s cool here is it gives you the opportunity for things like brand identification. It gives you opportunities to share your message. It gives you an opportunity to control all sorts of amazing pieces of it. But this here is what we’re going to talk about today, which is that ad that was on the right-hand side.
Now, Facebook wants you to advertise because this is how they’re going to make their stock go up. Since the stock has lost half of its value, they’re really pushing people toward paying pay-per-click, as Matt Sawyer said, paying for advertising on Facebook. I believe once people realize the power of advertising on Facebook that Facebook is going to become flush with cash and they’re going to become a more profitable company.
They show you how cool of an ad you can have without you actually having to create anything, which is what is on the screen right now. It gives you the opportunity to tailor your message and really tailor the ad so that you aren’t doing a mass mailing to a zip code, which is how a lot of us have done this in the past. You are targeting very, very specific things at a price point that is beautiful.
What we would do when you’re on your Facebook page, when you’re on this page here, what you would do in that situation is you would click this: Advertise Your Page. Then, this is what comes up. It’s a step by step way, and for those of you who are feverishly taking notes, you’re going to be able to get a recording of this from WealthVest specifically, so I’m going to walk through this as step by step as I can.
So this is really, really neat. I am going to be able to reach my goals, talk about really what I want to do: Do I want to do sponsored stories, which is something that with what AdvisorDeck brings to the table sponsored stories is a great opportunity? Do I want to just try to get more Likes? Do I want to send them to register for an event? Do I want to send them to my website so that I can gather some more information about them? Do I want them to download a free e-book or white paper?
These are all things that you can do through Facebook advertising, and it gives you real-time analysis, like Google Analytics; the effectiveness of your ad Facebook will tell you within real time; very, very, very powerful. As you can see here, what do I want to advertise? Well, in this situation I want to be advertising my business page specifically. I want people to like my page because I get to see who likes my page, and then I can reach out to them and message them directly through Facebook.
This is a good way to get warm leads, or what we call inbound marketing. If somebody likes your page, unless it’s your mom or your best friend or your friend’s dog, it’s somebody who wants to know more information about you. People don’t randomly like people’s pages unless there’s something of value on that page. They are also entirely fine – this is part of the social folkways and mores of Facebook – for you to communicate with them directly. In fact, they like it because it shows customer engagement and it shows that you’re interested in who they are and what they want.
So we’re going to walk through this, your ad. My ad here that I’m creating is actually drawing people’s attention to an article that my coauthor and I wrote that was just published in the Times of India because it’s a good way to explain what The Social Media Handbook for Financial Advisors does, some of the ways to get around some of the compliance pitfalls that all of us seem to face when it comes to being able to use social media. It works very, very well.
So this is what we’re going to do: We’re going to use one of my specific posts to draw business and draw attention. They show you how cool it is because there’s what the sample ad looks like. You can use this drop down here to pull up past posts. Let’s say you’re marketing an event, like a retirement seminar; you’re doing a networking event; you’re doing a white paper, and I know that the AdvisorDeck team and WealthVest have some great white papers for all of you to be able to use. You can advertise those also.
I focused on this and I brought this up because you cannot do what is on your screen right now. Here’s why: It’s a testimonial. So if I put an ad on Facebook from my business and one of my clients does these stories about your post and I advertise what they’re saying about the post, it’s considered a testimonial. So what you need to do when you get to this, which is all on one screen, by the way, is you have to unclick all of these.
All of the folks at WealthVest and those of you who’ve been on these calls before know, I’m hypersensitive about compliance. I want to make sure that everybody’s erring on the side of caution, and we talk about that greatly in the book. I’ve talked to that with advisors for the numbers of years that I’ve actually coached advisors and agents and producers, like everybody who’s on the phone. So please just follow that, unclicking those three things. Just kind of really make your compliance department happy because it’s going to show that you know what you need to protect and what you don’t need to protect.
Right now in the United States of America there are 164 million people on Facebook. That’s a lot of people. Now, I’d say maybe 100 million of those are teenagers. Okay, that’s fine, unless you really market to teenagers you probably want to narrow that number down, which is what we’re going to do here. We’re going to walk through, and I’m going to show you how to narrow down all of the different pieces so that you can target exactly who you want to target.
Now, here’s another cool thing. I’m going to talk about suggested bid real quick. There is competition for the same people you’re marketing to, so Facebook is going to put you as priority if you even want to spend one penny more than your competition. So I recommend that you are north of the middle of the range. So in this case you would be right at about $1.70 or $1.80 per click.
Now, I want you to hear that. That is wildly inexpensive. Because when they click on this, I get their information and they also get my stuff that I’m going to show you how with the AdvisorDeck integration I’m going to be able to pull their name, their email address, and pertinent information that I’m going to be able to draw from them from Facebook for $1.80. They’re a warm lead. Well, you clicked on this. You wanted to know more information. I’m just following up with you; very, very powerful.
The cool folks, everybody at WealthVest; it’s WealthVest marketing for a reason. These people really know their stuff. They love sharing statistics with me. I love statistics. I just want to touch on this real quick because this is super neat. Dana and Heather from WealthVest sent me this today. If you have a 10% closing ratio, which a lot of you do, that’s pretty standard within our industry; if you spend $2,500 on a pay-per-click campaign, which is an enormous amount of clicks, in our situation that’s about 2,000 clicks, you are going to have the opportunity to increase the size of your tickets exponentially, by about $9,000.
From that very, very minimal investment, you’re looking at increasing your rate because it is an inbound lead. The client/prospect, soon to be client, took an action. That action was a click. From that click they’re going to want to click at least two more times to be able to get the information that they want. Anything past that, you’re really going to get frustrated and they’re going to get off the screen. But the cool folks at AdvisorDeck and WealthVest, they’ve created this system that it’s only two clicks in and then I, as the agent, have captured all of their information.
So we’re going to start weaning this down because we want to take this 162 million people and we want to slow that number down. So one of the things I’m going to do is I’m going to do an age range. Personally, when I’m putting an ad up on Facebook and/or LinkedIn, I’m going to work with advisors and agents who have been in the business for a while because in my experience what I bring to the table with Top Advisor Coaching isn’t really for the newbies. This is for people who’ve been doing this for a while and who have some existing tools.
But just from that click from 45 and above, I just dropped it down to 60 million. Now, as you can see, the more specific I get, my price point is going to change here; but it didn’t change so much where I’m still not in that $1.80, $1.50, $1.60 range of cost. Now, I personally live in Kalamazoo, Michigan, which is in southwestern Michigan. It’s very, very close to Lake Michigan.
I’m going to market regionally or actually within the 25-mile radius of Kalamazoo, Michigan, because that hits some of the outlying cities. It doesn’t really hit a bigger city like Grand Rapids, which is to the north of us. But if you have an office or multiple offices or if you cover a territory or a region, Facebook gives you the opportunity to expand that region as much as you would like.
So let’s say you’re in greater Chicago land, but you really work in northern Chicago. Then you find one of the towns in northern Chicago, and you put that within probably a 10-mile radius. You’re going to see that there’s still an enormous amount of people on Facebook, but that just dropped me down to 66,000.
Now, I have always found – in fact, I think marketing people always giggle, and then they get mad that I say this – but I think you can get your master’s degree in marketing, your M.B.A. in marketing, by one simple statement: People like to do business with people they like and have things in common with. So 66,000 people is way too many people to send my message out to right now; so I am going to specialize and I’m going to narrow this down because we want to be within 3,000 to 5,000 people to do this ad. So I’ve got to narrow it down.
So I’m going to do a couple of clicks here in broad categories. Now, you can do precise interests. Let’s say they’re people who love to – you know, we just came from Nebraska – they love Big Red football or they love University of Michigan football, Ohio State football. Maybe they’re avid fisher people. Maybe they love NASCAR. Any of those things you can plug in here, and then you can start seeing where that number needs to be.
If you have multiple hobbies, put all of the hobbies in there because it gives you a talking point. So when that inbound lead comes in and it’s Joe Schmuckatelli, you know that Joe Schmuckatelli either likes fishing, football, NASCAR, and you can just flat out ask him: Hey, you know what? I have a question for you. You know, this is one of my first forays into advertising on Facebook and one of the things that I did is I made sure that I was advertising to people who like these three things. Hey, what do you like? “Oh, I’m a huge NASCAR fan.”
All of the sudden, now, I’ve got a great point of contact. I’ve got something in common, and now I can start talking to him about NASCAR. Then if you’re really, really good, you figure out how you position NASCAR and you turn that into what you actually really want to talk about, which I know most of you on the call are able to do that flawlessly.
The other thing I want to make sure is here on connections that this is going to go to anybody, not just the people who like my page or connected to me. So that’s also important because I want to make sure that I’m getting people outside of who’s already seeing my page. So we continue to go on.
Now, I’m going to take everybody, married, single, in a relationship, so on and so forth. I’m going to take any education, any language, any workplace. But the reason why I sat on this page is because nesting is an incredibly important piece of running a successful practice. Other people call it specialization. There’s a lot of different ways that people refer to the nesting idea.
This is your Top Advisor freebie for today. You need to get embedded into a company, and a great way to do that is Facebook advertising. So let’s say you know that there’s going to be a planned buyout of retirees or early retiree option for a local company. Let’s just say like in Kalamazoo, Michigan, we have Stryker. Stryker’s up. They do medical supplies.
Let’s say they’re going to buy out 10,000 of their upper people to go ahead and get some turnover, and you know this is going to happen. Go to Facebook. Put it in there. You know that the people are going to be probably 55, 62 and above. You know that a lot of them are going to have Stryker somewhere in their profile. You can put that right here. Bam.
Let’s say you only want to work with people who speak Slovakian. I actually don’t know if that’s a language, but it probably is. You can put it here. Maybe you work with people who are bilingual. They speak Mandarin Chinese and English, or maybe they speak Spanish or whatever you want to do. You can get as specific as you want, but I want you to focus on making sure that you’re within that 3,000 to 5,000 range. What research has shown is that’s the footprint that’s going to get you the most bang for your buck. Again, we’re still in the right price point here.
Maybe you’re a person who only wants to work with people who are married. Maybe you want to work with people who are specifically engaged because you specialize in helping people before they get married getting everything set up so their finances are in order. Facebook gives you the opportunity to do all of that.
Then what you’re going to do is you’re going to figure out how much you want to spend per day. What Facebook does is when you hit that limit per day, it shuts off your ad. Now, being somebody who doesn’t like to spend an enormous amount of money, which most of the people who are on the call, I’ve worked with many of you, I know; I don’t spend a lot of money on this stuff, but I do want to make it meaningful. I’m going to run that ad for a specific amount of time so that I stay within the marketing budget that I give myself.
Let’s just say that I’m going to run that at $10 a day, and I’m going to run my ad continuously until I turn it off. Now, if you unclick this right here, then what happens is a drop down, and it will ask you: What is the start date and what’s the end date? So start date, end date, that’s what we’re going to want to focus on here. I will try to do it for two weeks to start. So $10 a day for two weeks, that puts me at $140.
It’s not going to break the bank. That’s what most of you spend on a nice meal out anyway. Some of you spend way more than that, some of you less depending on where you live. But you can drop $250 on this because I guarantee that you’re going to get engagement. I’m not going to guarantee you’re going to get a client, but I guarantee you’re going to get engagement.
We just recently moved from right outside of Omaha, Nebraska, to here in Kalamazoo, Michigan, actually a month ago today. For us to get our house sold, as many of you know if anybody’s actually trying to sell a house, it’s very, very difficult in this marketplace, especially when it’s in a regular house. Our old house, my wife and I remodeled an old church. We turned it into our home, 10 stained glass windows, 13-foot ceiling, and big steeple. It was sweet.
But it was very difficult to get people outside of Omaha to come to our little town to come take a look at the house, so we ran a Facebook ad. It was called the Little White Church House. We ended up getting 150 likes on that page just because of this, and these became very warm leads. I was doing my realtor’s job. But I was able to communicate with them and they were so excited that, “Oh my gosh; the owner of this really pretty church just answered my question about is that a park across the street.” Yes, that’s a park across the street. You know, we’d love to come out and do a private showing and so forth.
We got a couple of private showings out of it. So this worked. It does give you engagement. It gives you engagement. Of course, at $140,000 price point, it wasn’t something people were going to just write a quick check for, but it definitely got us a lot more traffic. That’s what we’re looking for. That’s the power of this inbound marketing. They want to hear from you. You have something they want, and you told them about it in the medium that they’re comfortable in. That is so, so powerful.
Surprisingly enough, Facebook is going to tell you about what they want you to spend on it. I usually go a little north of that. So I would probably go $1.50 here because, again, that’s kind of going along with the theme we’re doing. Then you click this button here, which is Review the Ad. Then this is what comes up. It’s going to tell you the specifics of the ad. Well, it’s going to show you the ad. This is the name that I gave the ad. Here’s the target market I’m going towards. It’s a new campaign. It’s a pay-per-click. Here are my bids, and here’s how much money I’m spending.
Now, this is when the magic happens because here in just a second I’m going to show you what happens when you click on Place Order. Facebook gives you a lot of opportunities to make adjustments too. I have to have a lot of respect for their marketing team for this because you get to this page and, really, the minute that I click Place Order my ad is going to show up within minutes on people’s pages that fit my criteria. Because Facebook wants you to start seeing results right out of the gate. Oh my gosh, this just showed up on 1,000 people’s pages. That’s fantastic! A thousand people just saw my message within a very short period of time. That’s the best.
Just in case you’re like, “Jesus, maybe I don’t want to just focus on this or maybe I want to include this; let me see if that increases my overall reach here,” you can go back with Edit and do that. So magically through the PowerPoint world here, I’m going to click Place Order and this is what ends up happening. Right here is my ad. Retireist.com, by the way, as you can see here I already support this page because this is one of the things that WealthVest does do with AdvisorDeck. It’s very, very good stuff, great material. You guys should check it out, and you should “Like” it.
My ad just showed up there. As you can see, it looks just like Facebook told me it would, and it’s there. But now the crazy thing is what happens when I click on this ad. Now, this is where things are going to get a little bit complicated. I’m going to make it as simple as I possibly can because the level of complexity here is actually insane with what WealthVest and AdvisorDeck have done.
But they’ve made it so that when somebody clicks on that ad, because I’m going to have a URL that’s going to go ahead and redirect them, it’s going to do something that most people on Facebook are comfortable with, which is this. It says Connect with Us. Hey, how’re you doing? We’d like to connect with you on Facebook.
Now, this is a great, great gatekeeper item for all of you because if they’re not really serious about finding out more, they’re not going to click here. But this is a very common practice that happens with advertisements on Facebook. Try it when you’re off the webinar today. Get on Facebook, log on to your personal account, and look at the ads on the side.
Maybe it’s for you’re a big fisher person and you absolutely love fishing and there’s an ad that says something about fishing because, by the way, they’re going to target you because you wrote something about fishing in one of your posts. See what happens. Most of the time a screen like this is going to come up.
Then AdvisorDeck got even smarter and they created this. Now, this is called an O-auth, which means that you are going to authorize Facebook and AdvisorDeck, WealthVest, all of the different people here where it says Access to My Facebook Information. If they click here, I get a lot of information on this person. Again, think about this: They clicked on the ad. They say, “I would love to be able to communicate with you on Facebook.” So they click on the Connect with Us on Facebook and then they’re going to ask you for the O-authorization.
If they’re clicking three times on something, that’s a warm lead, people. That’s an inbound lead. That’s a good lead. That means they have consciously made the decision that you are valuable enough for them to click a couple of times.
If you use the information that is out there obviously through AdvisorDeck and through WealthVest, which are these really cool advertisement white papers and informational booklets and all of these different things that they have in their database of material, people are going to click on that and then all of the sudden I capture their information. It tells them what I’m going to get right here, so there’s no ambiguity. This is clear. If you’re a Facebook junky like a lot of people in the United States, since one out of eight minutes is spent on Facebook, they see these all the time.
Personal, quick example: I like modern design stuff, and there’s this really cool website called Touch of Modern. They come out with really cool furniture and bicycles and technological stuff. I’m a geek about that stuff. For some reason, I don’t really know why; it was probably because one of my friends is an artist and we were talking about his artwork, this ad pops up on Facebook’s Touch of Modern. It had this really cool bike, and I love bikes. I think they’re really cool. I’m talking about pedal bikes, not motorcycles.
I clicked on it, and this exact thing came up. It asked me if I wanted to sign up for their newsletter. It asked me if it was okay for me to provide them with my name, email address, a little bit about myself, my demographics. I wanted to see the bike so bad that I was totally fine with sharing that information. I get an email from them once a week now. That’s all I get because you can regulate that stuff on most of these sites, their frequency of communication. They went ahead, and I get amazing deals on techie stuff, modern design stuff, once a week. I want that information.
Please understand that what you all hold in your brain is incredibly valuable to the majority of people. They know they need the information. They just don’t know how to get it because you are all not in the medium that they want to be communicated to, which in this case is Facebook.
Then kerblammo! This is the AdvisorDeck page that the team at AdvisorDeck has created for Top Advisor Coaching. It says right here, what do they want? Well, they want my name. Okay, well, Matt Sawyer put his name and information and so on and so forth. Then all of the sudden after they click Submit, this is what I get on my iPhone. I could have Siri read it to me if I want to. But this is what I get on my phone. “Hey, by the way, somebody’s on your AdvisorDeck page. Here’s their information. Here’s their phone number. Why don’t you give them a call?” It’s a warm lead.
Inbound marketing, this is the key. When Matt Sawyer was talking earlier about are you on track to hit goal this year and do you think things are going to get better next year, I don’t know; but I sure want to be prepared if they’re not because if things get better but I was prepared for the worst, I’m going to have a kick-butt year next year. I could close this last four months out, as Matt said, with just numbers that are going to blow everybody away, including me.
That’s what we want to be able to do using Facebook marketing, using all of this AdvisorDeck stuff. Now, those last three screens that I showed you are all part of the AdvisorDeck product. I don’t work for WealthVest. I don’t work for AdvisorDeck. I was brought in to consult on a lot of this stuff because of my experience with social media.
What the team at AdvisorDeck has done is really great. I mean look at this. It’s seamless, from clicking on a Facebook ad to asking if they want to connect on Facebook to actually authorizing us to have some of their Facebook information to even gaining their phone number so I can call them. I love it. You just make sure that when you pick up that phone you’re able to say a lot of the things that I talked about earlier.
Let’s say you’re in the greater Chicago land area because I know that there are an enormous amount of financial professionals in Chicago, but 5,000 of them are nuts about NASCAR. I’m just going to keep using that as an example since it’s one of the most widely watched sports in the United States. You can immediately say: Hey, I really do want to talk to you about the retirement opportunities, but you know what? I really focus my advertisement on NASCAR people. Who’s your favorite driver? Who’s your favorite team? What’s your favorite race? Have you been to any races?
All the sudden it changes the tenor of the conversation because now I’m talking about that and they’re actually getting to know me as a human, not just some person who’s going to talk to them about numbers. So I make the phone call, and everybody’s incredibly happy. AdvisorDeck tracks all of this stuff for you, which, again, makes me very happy because I’m a results-oriented coach.
My job in working with advisors like all of you is to make it so that you’re successful and we can track your success. Well, AdvisorDeck does that for you. Leads Overview, what do you got for me? There you go. I’ve got Matt’s information. I’m going to go ahead and give him a call.
So I always want to leave time to be able to ask questions or to answer questions because I go through a lot of this stuff quickly. For those of you who haven’t noticed, I’m very passionate about this. I love social media. I love the opportunity that most general agencies, most organizations and broker-dealers, are starting to open this up for all of you, but they’re just not telling you how to use it.
We really do outline that in the book The Social Media Handbook for Financial Advisors. Check it out. It’s actually half price right now on Amazon and Barnes & Noble. It’s a very, very quick read, very, very simple to follow a lot of the step by steps. In fact, the screenshot techniques that I’m using here to present this to you today are the same thing that we use in the book.
Use social media, everybody. I mean this is unchartered waters because if financial services professionals are on these social media sites right now, they’re either not doing it right or they’re doing it illegally. I’m being honest. Your big wire house competition just totally opened the floodgates and basically told all of their captive reps that, within reason, they can do what they want on social media. You’re a little bit behind the game if you’re not there, but I’m telling you: The race is still being run and it’s a marathon, not a sprint.
So with that, I’m going to turn this over to Dana. Dana is going to be moderating some questions. So Dana, are you ready?
Dana Mahoney: I am ready, and we’ve been answering some questions in the right rail as we’ve been going and collecting questions. There are a ton of them, Matt, so let’s see what we can get through here today.
First question: “I wish to have a website and attract clients from Facebook, Twitter, LinkedIn, etc. How can I best measure the results?”
Matt Halloran: Okay, that’s a great question. The best way to measure the results is really engagement. So it’s not one of those things where you have a really, really great website; you have a really, really great Facebook and LinkedIn ad. It drives business to your website. They sign up for information and they become a client, which all of you know.
But what you’re going to find is you’re going to see the traffic to your site and also if you use some of the internal features of something like AdvisorDeck with search engine optimization, geotagging and some of those things, you’re going to see a lot more engagement results. How we measure marketing effectiveness using social media is engagement, not dollars in the door, because that’s your job. Your job as the agent, producer, advisor, is to get the money in the door. Our job from the social media marketing standpoint is to draw engagement so you can start conversations with people.
Dana Mahoney: Okay. “Matt, I have a website. How can I get more traffic?”
Matt Halloran: Okay. There are a lot of different ways to get more traffic to your website. But I’m going to be honest with you. Unless you’re totally web savvy and you built the site yourself, there are going to be some out-of-pocket costs. Getting somebody to go through your site and do search engine optimization is one of the best possible things that you can do.
I am not an expert in any way, shape, or form on how to do that. But there are some internal pieces, again, with things called geotagging, geo-location, keywords, and ways to be able to refresh the content that’s on your site that are going to draw more people because it’s going to push it up in the rankings. You know, if you’re not within the first three pages from a Google search, then you don’t exist in most people’s minds.
But the other thing, again, is to have as many webs – that’s why they call it the web – to do your website as you possibly can. Many tentacles from Twitter, from LinkedIn, from Pinterest, from Facebook, from an AdWords campaign, from another pay-per-click opportunity, those are different ways to continue to draw more attention to your website, which is really where we want them to go because that’s where it’s going to contain my ability to grab your information and handle you as an inbound lead.
Dana: Matt, I’m going to integrate some that are from the right rail here. From Michelle: “We have never used any sort of advertising for prospect clients. We use clients’ events and word of mouth to accumulate clients. What should our focus be on Facebook?”
Matt Halloran: Events, events, events. The fact that you’re already doing events I think is really powerful, and on Facebook when you create your business page, you can post an event and then advertise that event. That’s going to draw a lot more people to your event, and if they’re signing up for an event, then they’re going to know that there’s going to be a specific amount of information that they need to provide for an R.S.V.P. So that’s what I would use Facebook for since you already have the event marketing in place.
Referrals, I mean come on; everybody’s heard this a billion times. Referrals are always going to be the best. Word of mouth is always going to be the best. First-person testimonial is the best. But, of course, we in the financial services industry can’t have that in writing. So what I’ve heard from advisors and some of the advisors I consult now will say, “Well, Matt, how come I’m not using what I had showed you before?”
In fact, I’m going to flip back through that real quick. Just give me a second here. I’ll show you this again. This piece here; because that would be a perfect way to do referrals and word of mouth, but unfortunately, again, just due to the fact that it’s considered a testimonial, we can’t.
Advertise the event. It’s going to draw more attention to the event, more buzz around the event, and increase attendance.
Dana Mahoney: Okay, Matt, actually this is an interesting one, someone that had received an interruption, but I think it’s a good one. “Can you just review again a little bit of what AdvisorDeck is?” They’re asking, “Is it a part of WealthVest or Facebook or what?”
Matt Halloran: Oh, okay, sure. AdvisorDeck is something that is offered through WealthVest. So actually you can go to getadvisordeck.com, I think is the blog. They are an organization that’s partnered with WealthVest to provide you with that website SEO and all of these integration techniques. They are not part of Facebook. They work seamlessly with Facebook. In fact, I hope Cameron doesn’t get mad at me; they’re working on the same thing with LinkedIn, which is going to be also very, very powerful; the same sort of integration and authorization and information grabbing, for lack of a better description, from clients.
So what it is, AdvisorDeck is something that you need to call that number on your screen and talk to your local WealthVest rep. They will come in and they’ll do a demonstration of exactly what AdvisorDeck can do for you. Those of you out there who are already appointed through WealthVest, man, just make the call. You should go through the webinar.
In fact, Dana, well, if they’re not connected on social media, they probably don’t see a lot of this. But AdvisorDeck does weekly webinars to talk about the product itself, and I highly recommend that you get on one of those and talk to Cameron and his team about what they can actually do. They will build a website for you that is already search engine optimization built in. Then they’ll be able to build all of these little tentacles.
It actually helps you prepopulate posts. So you can post once a week, and AdvisorDeck is actually the hub that will handle that for you so that you can maintain your time management instead of having to manually do all of that. I would defer to Cameron and his team at AdvisorDeck and the folks at WealthVest to maybe tell you a little bit more in depth than just that brief 30,000-foot overview.
Dana Mahoney: Yeah, and Matt, they can go to getadvisordeck.com and the webinar schedule is right there. You can sign up for webinars and see where it’s at. Alright, “Matt, is it necessary to separate business from personal on Facebook?”
Matt Halloran: Absolutely. You’re going to get yourself in a world of hot water if you don’t. You do not want to do repostings from your personal page. You don’t want to have anything that’s wildly personal on your business page. I also highly recommend that you as a professional, if you have your own Facebook page, that you change your privacy settings so that every time you post it only goes to friends, not public.
There is a big difference. You need to keep them as separate as separate can be. Don’t ever talk about anything that has to do with the financial services industry on your personal Facebook page because they’re getting very savvy. I mean compliance departments are getting very savvy to be able to do brief overviews because people don’t understand all the privacy techniques and opportunities that you have on Facebook. You just need to make sure that they’re very different.
Again, I take a very hardline compliance approach on this, everybody. I do not even want you to be friends with clients on your personal page because there’s just one opportunity where that person says, “Oh my gosh. I just heard about this absolutely fantastic new product from John.” They post that on your page; you’re in hot water.
Dana Mahoney: Alright, Matt, this is a little bit of an add-on to that one. “I have a Facebook page for my business but don’t know how to link it to my personal page or do anything else.” Can you just continue on with that thought a little bit?
Matt Halloran: No, you should not. You’re going to have administrative privileges on your personal page for your business page, and that’s actually the portal that Facebook wants you to use to get to your business page. But, again, try to keep them as separate as you possibly can. Don’t post something on your business page and then share it on your personal page. They should not be integrated.
Now, what you can do is you can on your personal page say that you have a professional page. That is entirely fine, understanding it still needs to have a screenshot and go through compliance because that’s technically an advertisement. But past that, I do not recommend that there’s any integration to either of them at all.
Dana Mahoney: Okay, continuing on with that theme a little bit: “Matt, on my Facebook business page, do we want to avoid personal content?”
Matt Halloran: Oh dear god, yes. Quick story: A client who I’ve had as a coaching client for four or five years now, he’s wildly political. Most of his clients absolutely love it. But he had posted a rather right-wing leaning argument on his business page. Was it applicable to the markets and what his big picture philosophy was? Yes, it was. But it ended up pissing off a couple of his clients, and they left him. They specifically said it was because of what you posted on your business page.
So there’s a big picture general rule. If you would not talk about it in polite conversation, share it with your mother, or if you think people will look at you cross-eyed for saying it, don’t post it on your professional page, period. So you need to be hypersensitive.
That’s one of the reasons why I really like what companies like AdvisorDeck can bring because they bring compliance-screened stuff for you to post, articles, newsletters, all of those things, so that you don’t have to worry about you get a wild hair because of the Republican Convention and somebody says something; you think that it’s going to change the way that the markets are going to go, so you post it on your page. That’s not a good idea. It’s a good idea to be able to stop, take a breath, think about what you’re going to post before you do it.
Dana Mahoney: Alright, Matt, I’m going to just kind of continue on and kind of answer a question. They said, “But we want them to know about us as people, the trip we took or the restaurant we visited, etc.” I think they’re saying that is palatable and fine because that’s something you would share with your mother, for example.
Matt Halloran: Absolutely. I love when I see clients of mine, producers and advisors of mine, post stuff on their Facebook business page like they just had a grandchild. In fact, I was talking to a couple of my old clients today. Two of them became grandparents; they had grandkids. That’s the sort of stuff. Again, you would tell your mother that. That’s not advertising. I’m not advertising everybody needs to go out and have grandkids, right? That’s just sharing some personal information.
Trips, I’m going to be honest with you, been doing this for a long time; I’d be a little hesitant about trips because if you go on a wildly extravagant trip to Tahiti or something and it’s the white sandy beaches; but everybody else, the market is kind of pooping itself today, that could really be looked at very poorly. So personal connection is very important, but, again, just kind of do the smell test. One, do they really want to know it? What does it say about me? Would it be cool if my mother read this and she would be okay with it?
Dana Mahoney: Alright. “Matt, how do you keep Facebook posts and content interesting, and how much time do you spend and how often do you post or update? What do you recommend?”
Matt Halloran: Okay, so there are two levels of questions there. I’m going to answer the second one, and then I’ll go to the first one. How much time do I spend on social media? As a person who wrote the book on social media, I’m on social media a lot. But I do recommend that advisors will spend about 30 minutes a day, 15 minutes in the morning, 15 minutes at night, just making sure that they maintain it, thanking people for liking their page, that sort of stuff.
It can be even less than that. You can do it once a day. But once you get into it and you see the power and the joy that I think social media brings for the connectivity, you’re going to want to spend a little bit more time on that.
The other thing that you can use is tools. For instance, there are robots out there. I call them robots; they’re actually called hubs. They can help you time out posts. AdvisorDeck can actually do this too. So that’s how you’re going to keep information top of mind, good information, intriguing information, to keep people wanting to come back. If you don’t show up in this person’s timeline for a while and they are interested in you as a person, they’re going to come searching for you.
So the timeliness aspect of it, I personally post multiple times a day, but again, that’s because of the nature of my business. Most advisors, I will say, I mean if you can publish once a day, even if it’s a motivational quote or something that’s intriguing, that’s great. You don’t need to post more than one meaningful article per week because then it becomes noise. Again, AdvisorDeck, that’s part of the system that they’ve built where you can prepopulate these posts and have them go out to the different areas on the web. So 15 minutes twice a day I don’t think is unrealistic. Then that would be the frequency level of posting.
Finding good articles, you can find them on Facebook. Follow the companies that you like. If you’re a big fan of – it’s a shameless promotion here – WealthVest, goodness gracious, you should see the stuff that they post. It’s great stuff. Repost it on your page because WealthVest isn’t going to put something up there if it’s not already been looked at by somebody. That’s how you keep people engaged.
We only have a few more minutes. Do we have time for maybe a couple more questions?
Dana Mahoney: We do. I have couple quick ones, I hope, here. “Are people of retirement age using Facebook that much?”
Matt Halloran: Absolutely. The largest growing demographic on Facebook is women ages 55 and above.
Dana Mahoney: Awesome. “Matt, can your company set all of this up for me?”
Matt Halloran: In my personal company, no. Can AdvisorDeck help you with all of this stuff? Absolutely. You know, when it comes to building a Facebook page and stuff, I mean you’d probably want to talk to Cameron about that. When it comes to LinkedIn, my coauthor Crystal, who’s the LinkedIn Ninja, you can contract with her. She will help you set up not only your LinkedIn page but also a marketing campaign.
I don’t have the manpower, to be honest, to handle, you know, we were covering about 200 people on this call. That would not be something that I would personally be able to manage. The reason why I focus on Twitter and LinkedIn is because they have made it very easy for you to set this stuff up. As much as I believe that you should have a professional working on Twitter and Facebook for the basics, yeah, I think it would be good; but I think you all can do it yourself.
But what I would really, really recommend when it comes to website creation, all the interconnectedness of this, timed-out postings, SEO, which is search engine optimization, search engine marketing, pay-per-click campaigns, all of the different things that AdvisorDeck does, man, for the price point that they have, which, I’m going to be honest, I just totally spaced on what it costs. I don’t really know if I even need to know that.
But contact your WealthVest rep with the number on the screen. Find out how much it is. It’s totally worth the money. I would not be here saying anything about it if I didn’t think that they were bringing the best product to the market because there are other products on the market, everybody, but they just don’t do anywhere near what the team at AdvisorDeck and WealthVest has created for you.
Dana Mahoney: Alright. Matt, let’s see. I think that probably is the amount of time we have for all questions. I know Matt Sawyer is going to get back on and give it a quick wrap up. We do want to share with everybody that if you sign up for AdvisorDeck today or you appoint with WealthVest today, we will send you a free copy of Matthew Halloran’s book, which is fantastic, The Social Media Handbook for Financial Advisors. With that, I will turn it over to Matthew Sawyer.
Matt Sawyer: Thank you very much, Dana and Matt; tremendous job, as always. We’re coming up to the top of the hour, so let’s just review a couple things very quickly.
1) AdvisorDeck has been developed over the past three years by a dedicated team from Silicon Valley. These people are professionals.
2) AdvisorDeck is being constantly updated and improved upon to maximize your effectiveness and the marketing money that you’re spending.
3) More and more of your prospects are using social media and the internet to conduct their business every day. Make no mistake: This trend is going to continue.
4) In order to market more effectively and do it in a budget-conscious environment, you must be online. Folks, a typical static website simply isn’t going to do it. In staying with Matt’s NASCAR motif, you need a high performance motor to drive the prospects to you.
5) Finally, and this is the most important point, inbound leads are closed six times more frequently than outbound leads.
We at WealthVest can get you where you need to be with respect to your digital marketing program. We have experienced professionals. We can guide you through step by step in the process. As I love to say, we will help you demystify the mysterious. The nice thing is and best of all, your production with WealthVest when you appoint can pay for some or all of your AdvisorDeck, so I would urge you to call 877-595-9325. Talk to us. See how that works and see how we can work that out for you.
As Dana said, anyone who signs up today with AdvisorDeck or appoints with WealthVest will receive a free copy of Matt’s book, The Social Media Handbook for Financial Advisors. It’s the top of the hour. I cannot tell you how much we appreciate your time. I’m certain that you got some great information out of this. Please keep an eye out because we will be continuing these series with Matt, and we’ll continue to work with you in the future. Thank you so much for your hour. Have a tremendous afternoon. Take care.