Listen as Matthew Halloran, one of the Top Advisor Coaches in the financial services industry, uncovers how producers can use social media and digital marketing to grow their businesses confidently, compliantly and conveniently.
As one of the Top Advisor Coaches in the nation, Matt understands that producers want to use social media, but have concerns about doing so in the world of financial services.
Matt is the co-author of the upcoming book, The Social Media Handbook for Financial Advisors, and will share a proprietary marketing tool, developed by the visionaries at WealthVest Marketing, that allows producers to use social media to build their business without breaking the bank or demanding too much of their time.
Matthew Sawyer: Thank you very much, Heather and hey, I want to thank everybody for taking time out of your busy schedules to join us today.
My name is Matt Sawyer. I’m the Vice-President of Sales here at WealthVest Marketing, and I must say, looking at the attendee numbers, it is awesome to have such a large group attending this webinar.
You know social media marketing is quickly becoming an indispensable component for advisors who are looking to build successful practices, and we at WealthVest feel that we have the most experienced team in the industry, to deliver every resource you’re going to need to master the art of social media marketing.
One quick housekeeping item. We want to make sure that we get to all of the questions. Typically, this size presentation will generate a fair number of questions and we want to get to those at the end of the program. What I’m going to ask you do to is, there’s a Questions box at the bottom of your screen. When you have a question go ahead and submit it and at the end of the presentation, we’ll work to get all of your questions answered thoroughly at the end.
First of all, let’s meet the team. The AdvisorDeck is designed to be the best in class digital marketing platform for financial advisors, insurance agents, registered investment advisors, and many others in the financial services industry.
We at WealthVest have built a dedicated team, who is focused exclusively on financial services, something no other platform can really claim. So we have a dedicated team of folks that are focused specifically on your needs as a financial advisor through the platform.
The group is led by a gentleman named Cameron Nordholm. Cameron has worked with a wide range of digital media and social products from Washington, D.C. to the Bay area. These include services like the Webby Award-Winning PBS.org, PBS for the iPad, Wired Science, Ken Burns, Ogilvy, PR.com, In Performance at the White House and many others. So Cameron’s got a very, very lengthy resume that he brings over to WealthVest and highly qualified to focus very much on your needs.
Now AdvisorDeck is backed by Lincoln Collins and Wade Dokken, they’re founders of Wealthvest Marketing. The unique understanding of insurance space and wide networking of contacts and customer relationships, gives us the insight required to deliver a truly best in class product.
That brings us to our good friend, Matthew Halloran. As one of the top advisor coaches in the nation, Matt understands that agents and advisors want to use social media, but have concerns about the implementation in the world of financial services, specifically looking at compliance as well.
Now Matt is the co-author of an upcoming book, The Social Media Handbook for Financial Advisors, and he’ll be sharing his experiences discussing how AdvisorDeck can become indispensable in helping you use social media to build your business without spending a) Too much money, or b) Too much time in the process.
Matthew, it is so great to have you my friend, how are you?
Matthew Halloran: I’m wonderful Matt. It’s great to be here. You know, this is something that’s near and dear to my heart and I just want to take a moment to do a little back story on how I actually even got here in front of this absolutely fantastic group of people that you guys have been able to get on the webinar today.
About two to three months ago, Wade had called me because he knew that I was going to be publishing this book coming up and that I have a very strong social media presence. He said, “Matt, I want you to take a look at this. This is something we’ve been working on. I want you to meet this guy, Cameron, and I want you to tell me what you think.”
One of the things that is a blessing and a fault of mine is I’m brutally honest. I do that with all of my coaching clients and my consulting clients, and Wade knows that.
So I had a webinar with Cameron and we took a look at this stuff. I just kept peppering Cameron with all of these questions. “Okay, what did you think of this, what did you think of this? How are you solving this,” and at the end, Wade said to me, “What do you think,” and I said, “Once again, you all have brought something to the table that nobody else has brought, and you’ve really thought of everything.”
That’s the cool thing about working with an organization like WealthVest, is because Lincoln and Wade and all of the other people that are on their team are true thought leaders in our industry and you can’t put a value on that. You cannot put a price on that because it’s invaluable. I mean it’s just unbelievable what they’re able to bring to the table.
I’m really excited to talk about AdvisorDeck. We’re going to talk about AdvisorDeck as actually the solution to the problem that I’m going to talk about right now, because 84% of the people on this phone right now, and on this webinar, and in our industry are not using social media. Fifty-three percent, say that they are never going to use social media in the future and they’re missing the boat. I can’t stress that enough.
The people who do not want to exist in this space that we’re going to talk about today and on subsequent webinars here over the next year, they’re missing the boat. And obviously, the people who are on the call right now realize that social media is the marketing tool of the future, which it is, and if you use it correctly with confidence, with good compliance coverage, and having it be convenient, the game absolutely changes.
Now, let’s talk about what social media is. I’m not going to bore you with a lengthy explanation of what each of the LinkedIn, Twitter, or Facebook does or how they work; we’re going to talk about that later. We’re going to do a brief overview here.
Social media isn’t blogging about your bathroom escapades or who you’re dating, the restaurant you went to or your favorite sandwich. It’s a part of social media, but that’s not the business application of social media. The business application of social media is putting fresh new content out that’s geotagged to your location, that’s valuable and in the medium that people want to read it. That’s a huge difference in social media marketing that has ever happened in marketing before.
What has happened in marketing before is people will scream their message at you in any medium they can; TV, radio, print, direct mail, telemarketing calls or whatever they can to be able to force their message on you, and social media changed the game.
What social media does, is social media allows you to offer your opinion, offer your material, offer your brand, offer your expertise in a medium that people feel very comfortable interacting with and it gives them the opportunity to talk back. Now that’s what scares the living bejesus out of compliance, is because they don’t want anybody to talk back, that’s why they love web pages. Web pages are static. People don’t interact with web pages.
Well compliance is starting to wake up and realize that you have to exist here, and there are some really good compliance guidelines in place. I think they’re actually more liberal than I’ve expected over the last couple of years that they’ve come out. You can confidently exist in this space, having your compliance butt covered, and it’s also using something for outsourcing abilities, which I’m going to talk about a couple of tools today, including Advisor Deck, that will make it so that you can exist in this space and you can exist comfortably.
Now I coach and consult hundreds of advisors and I have for many, many years. I just don’t consult advisors, I consult insurance agents. I consult estate planning attorneys, plan-giving directors. I have a pretty broad base of very successful people who want to bring themselves to the next level, which is what I do.
One of them says to me – it’s a partnership I work with and I love these guys to death. They’ve become friends of mine and I’ve coached them for about 3-1/2 years now. The older of the two, who’s the more insurance-based one; the other one is a CFP, and he says, “Matt, I’ve never lost a client because I don’t have a website.” I said, “Oh, okay.” Now when somebody makes a really definitive statement like that, I really try my best to let it lie. I let it percolate for a little bit and then I’ll come back to it on another call.
So we’re on another call and I brought it up. I said, “Hey, look, you said something last time, that you’ve never lost a client because you don’t’ have a website.” He said, “Well that’s true. I’ve never had a client say to me, I don’t want to do business with you because you don’t have a website.” Well, the unfortunate thing is, 78% of people look online to see if you even exist, and if you don’t exist online, you don’t exist at all. In fact, if you don’t come up on the first two Google search pages, they’re not going to go to the third one, right. Over a million people searched for the term ‘financial advisor’ in the last month.
If you don’t have fresh new content – I’m going to say a lot of these things over and over again because I want you to understand how this stuff works. Google, when it goes out and looks for you, when somebody types in something, there are certain things that Google wants to find. One, fresh new content.
It’s got to have key words in it because Google has these amazing mathematical equations that look through all of these things. It needs to have more than one place that, that information is placed, so you need to have a Twitter, LinkedIn, Facebook, blog account, and website. You need to have a Google+. You can have a Pinterest. There’s a lot of other things, Stumble Upon, and we’ll talk about some of those too. But you have to have all of those spider webs out there, hence the name “the web,” which I think is fantastic.
You need to be geotagged. Now geotagging might raise some of the hackles of you who are paranoid, but you have to tell Google where you’re posting this information from, so when somebody types in “financial advisor,” or “retirement specialist,” or anything like that online, your name is going to come up first because they’re going to know that you’re in the geographical area, hence geotagging.
Then you also need to have once again, personalized content. It’s not just re-tweeting or reposting a Yahoo article. That does get you some attention, but when you’re the one who’s creating those articles, that’s what Google really likes.
Now, one out of eight minutes is spent on Facebook, which for those of you that aren’t on Facebook, don’t’ understand how much of a black hole Facebook can really be and how big of a time suck it can be, but advertising on Facebook, if you are a B-C sort of business. So if you directly deal with clients and consumers, Facebook is the place to advertise. If you are B to B, then you need to do it on LinkedIn, which is what I’m going to talk about here in just a second, on the efficacy of advertising using Pay-per-click campaigns, which is so powerful and so underutilized and your return on the investment is unbelievable.
Fifty-percent of users read blogs. I read blogs all the time. Now I exist in this space a lot and I’ve got 81,000 Twitter followers and 1,100 followers on LinkedIn. I mean, I communicate and interact a lot, and a lot of the people who I’ve met, not only have done business with me, but also share information that I really like. Like I read Lincoln’s blog that he puts out on LinkedIn on a regular basis through WealthVest. I like that. And if you go to MSN, Google, Yahoo, or whatever your Home Page is, most of the content that’s on there are actually blogs.
You as a financial services professional, have the expertise to be able to contribute to the body of knowledge, that is what blogging is; contributing to the body of knowledge.
So this is Every 60 Seconds. This is one of my favorite slides; I absolutely love this, because it really shows you the immense amount of traffic that happens on social media every 60 seconds. There are 7,600 searches on LinkedIn everybody, are you coming up? If they type in “financial advisor,” I happen to be in Omaha, Nebraska. In Omaha, Nebraska, does your name come up first?
Well, when you get off this call, you should probably check that. You should also Google yourself and see if you even show up on those first two pages, and if you don’t have the right keywords built into your LinkedIn profile, you’re not going to come up in those searches. In later webinars, I’m going to show you exactly how to set up your LinkedIn profile to make it so that you’re going to maximize that search opportunity.
Over 175,000 tweets happen every 60 seconds. Now you can do a lot of what we’re going to talk about later; SEO, SEM, blogging, finding people to follow, advertising, you can do all of this yourself. When I first started seven years ago on social media, it would take me anywhere from 3-4 hours per day to manage this because I would go through 10,000, 20,000 tweets to find out who was tweeting what I wanted them to tweet so that I could connect with them and put my message in front of them.
You need to outsource all of this because you all do not have 3-4 hours, and if you do have 3-4 hours, you’re not working hard enough. Not to be mean, but you’re not. But I know that each of you on this call can find a half an hour a day. I guarantee you can find it, and you can even better find two 15-minute blocks to be able to interact with your outsource, so that you can exist in this space.
Seven-hundred thousand messages are sent on Facebook. If one out of eight minutes is spent on Facebook online right now, don’t you think it’s a good idea to put an ad in the lower right hand corner of your Facebook page that says, “Hey, are you concerned about retirement,” or “Does the market scare you?” I don’t know if anybody is noticing that the market has just been kind of dropping radically over the last week. Maybe it’s a crutch and maybe it’s not, but if I say that on social media – if I say that through Facebook, people are going to click on that everybody. Then when people click on that, I know immediately that they clicked on it and I can interact with them because of those clicks.
I know how effect this is because I’ve been able to grow a great following, and have really good interaction, not only with financial advisors and producers, insurance agents, estate planning attorneys and CPA’s, but I’ve also been able to do it through people who I directly do business with, who are my B-C type clients.
So the 2012, Social Media Marketing report, I’m just going to touch on this very, very quickly because 83% of marketers know that this is where they need to exist. Every person on this call is a marketer. In fact, most of you have never turned down a marketing opportunity. If it’s going to get you in front of new business and you’re going to be able to do business from it, you’re going to pay for it, right? I’ve worked with enough of you to know that you rarely, and some of them are even outlandish marketing ideas, but you’re still going to try it because if it puts you a little bit ahead of your competition you’re going to do it.
Sixteen percent of our industry is on social media, okay. That means 84% is not. If you’re not existing in this space, then you are missing the greatest marketing opportunity you have ever had. And if you can do it with confidence, if you can do it having your compliance butt covered, and you can do it with convenience, you’re going to exist in this space and you’re going to just destroy your competition, which as a coach and a consultant, my love is to make it so that all of you are successful, and I’m hoping on this very short call that we have today and subsequent webinars, that I can teach all of you more and more how to be successful in this space so that you can come back to me with testimonials.
“Oh my gosh Matt, you wouldn’t believe, I got $80,000 worth of new business from this LinkedIn ad,” or “I got $20,000 in new business from this Facebook ad.” In fact, connect with me on LinkedIn. You just type in my name, I’m the first one that comes up, and tell me about the testimonials, talk to your WealthVest reps, talk to the people at AdvisorDeck, talk to other producers and advisors that you know. You’re going to become experts on how to exist in this space, and you don’t actually have to take all of the seven years that it took me to become an expert here, because you’re going to outsource it to the experts.
Next, return on investment. This is huge. Most of you, and maybe not all of you on the call, but most of the advisors that I’ve worked with have dabbled their feet into, let’s say, I don’t know, seminars. So you go to Info USA and you buy a list. I will cost you about $1,500, and then you take the $1,500 and then you do a calling campaign or you do a letter writing campaign. So that’s going to cost you a couple grand in labor and/or postage. Then you’re going to get them to a seminar, which you have to pay for the seminar room, which is going to cost you about another $500 or $600, or you can do what some of my more higher end producers do, which is the special Ruth Chris diner where you can come down and meet with a financial services professional. Those meals cost you like $100-$200.
Now I’m in Omaha, Nebraska and I love a good steak better than anybody else, but you don’t know on this call that they’re plate lickers. You’ve got plate lickers coming and you’re blowing huge money to be able to try to get one or two new clients. So I’m going to tell you what I did, through LinkedIn, and I’ll show you my return on investments.
I’m an entrepreneur, so I have a lot of business things going on. Where most of my time is spent on, is I’m the Director of National Development for an organization called GIVE (Greater Investment Via Endowment) and what we do is we connect CPA’s, producers, advisors, estate planning attorneys, donors, and charities to be able to do something called the Charitable Remainder Unitrust. We’ve created a system for that and it’s very, very effective and we’re getting a lot of attention from it, but I wanted to try to recruit more advisors because we’re trying to get this army onboard so we can help all of these charities that we have relationships with.
So I was like, “You know what, rubber meets the road, I’m going to put an ad on LinkedIn.” So I put an ad on LinkedIn, and it was very, very tailored. Some of you may have seen my logo, in fact, I’m sure most of you did if you’re on LinkedIn. It had our GIVE logo, which is G-I-V-E. It had a message like, “Are you a charitably inclined advisor? Do you want to connect with charities?”
So my message got out to 300,000 pages, alright. So that means 300,000 times my ad showed up on a LinkedIn profile. Now it’s on the right hand side. It says, “Ads by LinkedIn members,” and they were able to see my brand, okay.
So there’s number one. That only cost me $250. Do you know how much it would cost you to get a list of people to market to 300,000 people? My gosh, that would be so much money.
But here’s what you’re probably thinking, “Okay, great Matt. I’ve sent mailers out before and I get a terrible response rate.”
Well, the response rate isn’t that much better on social media, but it’s so much less expensive because for $250, I had 60 people who clicked on my ad and it generated me $15,000 in new business. So for $250, not only did I get brand awareness, but I also made $15,000. Now that’s a good return on investment. And here’s the best part, only 16% of advisors and producers are in this space right now, and I guarantee you that they’re not using Pay-per-click, not even close.
It’s so tailorable that you can do geographic location, you can do ages, you can even do how much college they have. You can do what position they are within a company. You can even do what we call “nesting,” and nest within a specific company and only advertise to people who are in Verizon because you’re going to talk to them about their retirement plan, like if they’re taking a buyout. “Are you going to protect your buyout?” Ah, you’re going to get peoples’ attention, especially when they’re working with something as specific as that. Pay-per-click campaigns allow you to be that specific, and in my opinion, it’s super cool.
Okay, so what this really leads us to is the top three benefits, and I just talked about that brand exposure. Those of you who don’t have a good brand, you need to hire a coach or consultant to get that branding in place. There are some great companies that are out there that do that, it’s something that I do.
You have to have a good brand message, you have to have a good logo, you have to have that good identity. When you have that, Pay-per-click is even more powerful. It does increase traffic. We all know – c’mon, in the insurance everybody, the law of large numbers, right? Oh you make 10,000 calls, you get 100 appointments, and you get 10 sales. Great! Well, I want to outsource that and I want to maximize my time so that I can get to 300,000 people, so that I get 60 appointments, and I end up making 15 grand. That’s a good use of my time and money.
Now we’re going to talk about taking a lot of time on social media, because I don’t want to take up a lot of your time today, but social media is a huge time suck. I would consider that I’m about as close to a social media expert as you can get within our industry because I’ve got the results to prove success and I’ve spend a lot of time doing this, but even I get sucked in.
I got sucked in a little while ago and I’ll tell you a funny quick story. A friend of mine sent me this YouTube clip. Now many of you, if you’ve ever been on YouTube, YouTube is like the black hole of social media, because you watch a three minute clip, it’s funny and you’re laughing, and then you realize, oh my gosh on the right hand side there’s another clip just like this that’s even funnier. All of a sudden I click on that and I get 20 minutes gone, I’ve watched three or four videos, 10 videos, but man I’ve just lost 20 minutes of my time.
Unless you have a very disciplined approach, you are not going to be able to have the level of success with social media. Now luckily that was outside of business hours and I was just kind of screwing around, but I know how quickly your time can get sucked in, and if you do not outsource it, social media is going to control you much like a lot of you feel like your business controls you instead of you controlling it.
There are tools out there. There are great, great, great tools for Twitter; I’m going to talk about that just very specifically. You can use things like Tweet Adder, Hootsuite, SocialOompf. There are websites like that, and what you do is you can filter through the 175,000 Tweets that happen every minute for keywords, okay.
So let’s say somebody says, “I’m afraid of retirement,” or the word is “retirement,” or the word is “stock market,” or the tweet is about a keyword that you are very keen on. What happens is, these programs filter through those 175,000 Tweets every minute and they will put that person who tweeted that information to you, so you can respond. And if you get a really good program, the program will respond for you.
For instance, “I’m afraid, I’m never going to be able to retire.” So if you put “never retire” as your keyword search in one of these search engines, one of these outsourcing opportunities, these programs will pull that, put it right in front of you and say, “John Brown from Cincinnati, Ohio said that he’s never going to be able to retire,” and you can tweet that person back immediately and say, “Hey, I see that you’re afraid you’re never going to retire. Do you want to talk to somebody about retirement?”
Real-time people. Principle of immediacy, one of the most powerful sales techniques you can ever use is making it so that you get your message in front of the people when they need that message there, and social media is the only tool that can do that for. Outsourcing that is incredibly important because if you don’t outsource it, you’re just going to lose an enormous amount of time.
That was one of the neat things that I saw about AdvisorDeck. AdvisorDeck is that one-stop shop. You log into your back office, which Cameron is going to show you here in a little bit. You’re able to do lots of clicking, which is my favorite way to interact with the internet, because if I click this and click this, then it posts to here and it does this. It goes to Twitter, LinkedIn, and Facebook, these are all the sorts of things that they’re able to do through Advisor Deck, and they’re able to create those things for you that I talked about before, remember? I said that you need to have fresh new content that has keywords in it. It needs to be geotagged and it needs to spider everywhere.
If you can do that through one hub, why wouldn’t you? And, you’re probably thinking, “Okay, Matt, there’s got to be other programs out there besides Advisor Deck,” and you know what, there are. I’ve been on webinars with the, and most of them kind of have one foot in our space, in the financial services industry, and some of them have their foot in other spaces because only 16% of financial services professionals are using social media, even though they don’t understand that it’s a huge opportunity, but whatever.
Most of them offer very, very similar things. They integrate and leverage social media, they help you create useful engaging content, even though that’s where they usually fail, more than anything. Published Once to everywhere is pretty standard, but here’s the difference between AdvisorDeck and the other things that are out there, which is why I’m here talking to you today, is because of the cost.
In running a profitable business, I’m an entrepreneur just like everybody who’s on this call today. I want to make sure that I’m going to get the biggest bang for my buck. I want the most opportunity that I possibly can for the least price, right? That’s what AdvisorDeck does. In fact, I brought it up to Wayne and Cameron and I said, “Look guys, I think what you’ve created here is unbelievable, but you’re just not charging enough for it.”
One of the things that they talked about was, “Look we want to give this to early adopters. We want to give this to those people who want to be on the forefront, and we want to get them comfortable and involved with this because we know that yes, we’re going to have to raise our prices later down the road, but because only 16% of people are in this space, we need to be able to make it attractive.” I said, “Well you guys have made this so incredibly attractive that you’re going to get a lot of business from this.”
I’m really excited to be able to help teach all of you how to use social media, how to get business from Twitter, LinkedIn and Facebook. How to set up your profiles, how to make it so that they’re so engaging that people want to like your stuff and they want to go to see you on a regular basis because the more traffic you get, the more business you get, and everybody knows that.
So I’m going to review again the three C’s here because I think this last part is just automate the compliance and updates.
We have to make sure that we’re all doing this in a compliance friendly manner. Now the last couple of things that have come up from FINRA and the FCC have been more complete, but they truly don’t understand social media as well as they should. But the guidelines that are out there right now are starting to become clear enough so that you can involve yourself in this space, you can dive into the proverbial waters here and not sink because you have an outsourced organization that follows this stuff.
I mean Cameron and his team are about as anal-retentive as it gets when it comes to compliance, and so they’re going to make sure that they’re not going to put themselves in danger. Therefore, they’re not going to put you in danger either with compliance.
It is incredibly convenient having a one-stop portal. You have to have that. And I highly recommend, for those of you who exist on Twitter, to look at SocialOompf, to look at Tweet Add or Tweet Deck; all of those pieces because they can help you gain targeted followers and it’s another way to outsource. It’s a set it and forget it.
I check my Tweet Adder account once a week everybody, because I just kind of kajigger things, turn some things on and off, but I’m averaging 100 new followers per day, targeted followers. I know that for every 1,000 followers I get, I’m going to get 10 who are good people, who I’m going to be able to start building a relationship with, that are going to potentially do business with me in the future.
Okay, so this is a lot of fun. This is where everything starts in the world of the internet. So everybody will start with Facebook or Google; that’s where the majority of people spend their time. In fact, again, one out of every eight minutes is spent on Facebook, but it’s also on Google, right? So through that, you are able to get to all of these other pieces, but what we want you to seriously consider with the outsourcing is having AdvisorDeck be your hub to these other seven things.
Through AdvisorDeck you’re able to publish and share, you’re able to track discussions. You’re going to make business because they’ve got Pay-per-click campaigns ready to go today, okay. I just told you for $250, I got $15,000 in new business; that’s where you need to be spending your marketing dollars.
Everybody on this call can drop $250 right now; I guarantee it because that just means that you won’t go out to dinner or you’re not going to do whatever you want to do. Just take that $250 and put it somewhere, put it into a Pay-per-click campaign and I guarantee you’re going to get a return on your investment that’s going to blow you away.
Location based stuff because again, everything that feeds outside of Facebook and Google is location-based. For those of you who are on Facebook, if you look on the right hand side of your Facebook page, all of that stuff is geographically located. You’re going to get advertisements for local businesses, you’re going to get advertisements for things that are happening in your area on the right hand side because everything is location-based.
Anything you post online needs to be geotagged because then it’s going to filter the right way through Google, it’s going to filter the right way through social media, and you’re going to get more and more attention.
I believe that networking is incredibly powerful. I don’t think leads groups are powerful, but I believe that scaling networking through the use of social media really gets you new business. So out of 1,100 followers that I have or people who I’m connected with on LinkedIn, I have been able to network with major, major charities, major broker dealers, wholesaling organizations, and have good fruitful conversation with them on how we can do business together because LinkedIn is the place for business, right?
That’s what LinkedIn exists for. LinkedIn exists so that you can do more business. That’s why it’s there and you need to exist there.
Now here’s the funny thing. I was joking with Cameron about the whole idea of games and I said, “Look, we can’t say that you guys are going to do games yet.” He was joking with me and said, “You know Matt, I would really love to be able to create a Call of Duty, “ for those of you who have kids and know what Call of Duty is, “for the financial services industry because oh, that would be such a great idea.”
I said, “Look, you’re really already offering enough with a place to publish and share, and make money, get warm leads, and being able to interact socially. Let’s just put the game thing on the backburner. He laughed and said, “Yeah, we’ll create the Farmville of social media for financial services later down the road.
Inbound. So when I did my Pay-per-click campaign specifically through LinkedIn, one of the coolest things that happened right off the bat is people were responding to my ad. “Hey Matt, I’d like to know more about Greater Investment Via Endowment and I am charitably inclined, can you please e-mail me.”
Man, that’s like music to any marketer’s ears. They’re taking my message, that’s well placed in an environment that they like to interact with, at the time they want to interact with it, and they’re asking me to contact them. How often does that happen with everybody here? Most of our time is spent hammering the phones, sending out e-mails, doing direct mail – that’s what we do because we want to generate business. We’ve got to generate business. We’ve got to generate business right?
The business comes to you when you use Pay-per-click and social media marketing, and this is not overly promissory. Check on LinkedIn. Just put out a question. How many of you have used Pay-per-click ads on LinkedIn? They’re going to tell you what their results are and it’s pretty darn impressive.
Here’s the kicker, inbound marketing costs less and it’s way more effective. I was able to drive people to a webinar just like the one that you’re all on right now, so that we could set up a secondary meeting. I even closed business right from the webinar everybody, and it was a webinar that was talking about charitably inclined people and you’re putting your message in front of people who want to read your message. They’re going to click on it if they like it, right?
So you can do that with like a retirement protection article, which I think is fantastic. I’m sure there’s a kabillion of them out there. AdvisorDeck has a very nice opportunity for you to create personalized blogs, but they also have a library of compliance friendly blogs that you can use. You put that message out there, people are going to click and they’re going to say, “Hey Matt, the market is kind of screwy right now, I’d really like to talk to somebody about marketing.”
And with the geotagging opportunity that you have through using the AdvisorDeck portal, because it actually puts the geotag on there for you. You can actually geotag all of your posts on Facebook and LinkedIn, but that’s part of the built-in system that social media and Advisor Deck has in place. You are able to get that message out and people are going to find you.
So 55% of companies who have blogs get more traffic, and the reason why is because it’s fresh new content. So Google goes out there every time somebody puts in a search, and this happens in kabilliseconds and all of a sudden they say, “Well I need to find an article on retirement protection in the Cleveland, Ohio area,” and if you have Retirement Protection Cleveland, Ohio, you’re going to be one of the first people that come up. And if you’re always putting stuff out about retirement protection in Cleveland, Ohio Google’s going to get friendly with you and you’re going to continuously come up as one of the top searches. You have to have that effortless blogging.
Now if you could just go in and click, “I like this article, this article, and this article. This is going to go through my compliance department. It’s already compliance-friendly, it’s been preapproved by another broker dealer, so I’m good to go, right?” All of a sudden that uploads and it spiders out all over the web. You are going to have traffic and people are going to start looking at you as the expert you are.
That’s one of the things that drives me bonkers about financial services professionals, is your level of confidence. The stuff you all know is on par with attorneys, is on par with CPA’s. You have the specialty and you need to start stepping up and having your voice be heard, and I think social media is the way to do that, because 200 million people are on social media on a regular basis. If you are not existing in this space, you’re missing 200 million people to do business with.
If you just break that down into the million people who search for a financial advisor every single solitary month, you have to exist here. Be part of that 16%. In fact, what I’m recommending is that you’re part of the 1% of financial services professionals who use social media appropriate with again, the three C’s; using it competently, making sure your butt’s covered with compliance, and having it be not a huge time sucking inconvenience, you are going to be ahead of the game.
You’ve got to get out in front of this because when this Tsunami wave this and everybody starts scrambling and realizing they need to be involved with this, the FCC is going to hammer down even more because they’re not going to use it correctly, right? That’s what’s happening, the 16% of people who are out there using it right now, in fact, some of the people I’m connected with on social media who are financial services professionals are breaking rules left and right.
If you are able to do it through a screen, a filter of compliance, and every post that goes out is compliance approved and is archived, you’re covered. You have the confidence to hit that “Send” button so that you’re not going to have something go viral and you’re going to end up on the Today Show.
Next, Pay-per-click. Oh my gosh, use Pay-per click, it’s fantastic! Your return on investment is unbelievable. You’re going to have people who are going to contact you directly so that you can have warm inbound leads. This isn’t outbound telemarketing, this is inbound lead generation and it’s really powerful. They have campaigns already set up for you.
Man, when Cameron told me about this I said, “Man, that alone is going to be the best opportunity that financial professional services are going to have with AdvisorDeck.” I told him my story about LinkedIn and he said, “Matt, I don’t know why more people aren’t listening to that story, because it is so powerful.. It’s absolutely fantastic, and it’s single industry focused. Keywords and stuff are already built in. You’re going to be able to utilize the techniques that are in place that are proven techniques to be able to streamline this process. I said that each of you can find a half hour a day in two 15-minute increments. That’s all you need to be able to bring this up to date and bring it on board.
Here’s my last thing before I have Cameron talk to you about really what this looks like. They are so smart, that they’ve figured out that in order to convince all of you to jump in the water here, that they’re going to get the same compliance organization that the FCC uses and give it to you. I mean that’s unbelievably brilliant. How could you not have confidence in an organization that says, “You know I really want these people to feel comfortable with using our product and service, so you know what; I think I’m going to get the same company that the FCC uses for our archiving, and that’s PageFreezer.
Goodness gracious people. They made it so that the three C’s just keep coming out. You have the confidence to act because you’ve got the compliance back office. You know that AdvisorDeck is going to put something out there that’s better than anything else that’s out there because that’s what Lincoln and Wade do. They don’t throw their hat into the ring unless they have the best product and service that they can offer. I’ve known them for years and everything that they’ve ever put in front of me, I’ve said, “Gosh, you guys really did your due diligence on this.”
And then it’s convenient. One centralized point to go to, to get all of what I’ve talked about in the last 30 minutes up and running, that is unbelievable. But it really is believable; it’s not unbelievable. It’s believable and it’s available to you at a price point that I think is actually unbelievable. They really need to talk more about that, but early adopters, you get on board with this stuff and you guys are going to be so ahead of the game.
With that, I’m going to turn this over to Cameron. Cameron’s going to take you through how this stuff looks from the backend and then we’re going to be able to talk some questions. So, Cameron.
Cameron Nordholm: Thanks so much Matt, I really appreciate it. I’m going to go ahead and grab the key here. So as Matt introduced me a little bit earlier, I’m the Co-founder and Principal of AdvisorDeck on leading the Product Team, the Development, and all the other efforts that we’ve put into this that Matt has previewed a little bit for you today.
One of the last points that Matt left off on here was about convenience. What I’m going to do here is go ahead and walk you through just a few of the different screens that you get in the back office of AdvisorDeck.
So these are all the different tools that you have available to you as soon as you sign up. I’m just going to go ahead and say right now that you can create an account for free and actually play around with these tools, and get familiarized with them before you actually subscribe and commit to it. We’re really excited to offer that kind of free sign-up at GetItAdvisorDeck.com, through your WealthVest rep, or on wealthvest.com.
Right when you drop in, from a convenience perspective, the first time you log in we present you with this checklist that helps you build your social media, online marketing, and really fill out your AdvisorDeck account. You can check these off, you can save your progress, you can quickly move through developing your strategy, and we make it easy. We guide you through these different steps and provide links to all the different tools that you need to use right off the bat. So we think this is a great way to really quickly get up and running and start using the tools.
Next, I want to talk a little bit about the Dashboard. Once you’re finished with your setup, the Dashboard provides you with an ongoing view of all the activity with your online and social media marketing efforts. It gives you a quick view of all the traffic, the content that you’re sharing, recent interactions by leads, prospects, and customers, metrics and updates on the content that you’re publishing, and kind of a feed of the different posts you’ve put up here.
We’ve coupled this with a feed here under Advisor Deck Blog, of ongoing updates and best practices that guide you to the right solutions for your business and keeps you up to date, as Matt has talked about, it’s a rapidly shifting landscape, to keep you up to date with the latest and greatest in the space.
Next, and Matt talks quite a bit about this as well, content is hugely important. So we give you a Content Home Page here. We give you an overview of everything that’s going in the Content space for you. The first thing we’re looking at here are Posts. So he touched on blogging and social media and we want to highlight how easy we make it to do that.
When we approached the question of blogging, we thought of the tools that we all use most, which is e-mail. What we’ve done is make blogging as easy as composing an e-mail. This Overview page gives you a quick sense of everything that you’ve put out there. To create a post, I talked about e-mail, we simply fill out a title, compose your body, compose your post just like you would in an e-mail. You can choose to attach an image and hit “Save.” All the geotagging, all the tagging, all those pieces we take care of you on the platform side. Boom, you’re done. In and out. We make it really easy and really quick.
In addition, one of the most important things that you need to do with content is manage landing pages. I don’t think Matt touched on this directly, but when you set up a Pay-per-click campaign or when you want to drive users to your site, you need to create custom pages that call users to act, that call them to fill out a form, to give you their information so you can follow up.
As Matt talked about, they give you their information so you can follow up with them directly, and we make it incredibly easy to pick different messages and instantly promote them and highlight them on your website and also to push them out to your different social media accounts.
Now this is where we start having a lot of fun. The Leads Overview provides you a quick view of all the information that’s been submitted through those landing pages, by those call to actions, and through those Pay-per-click campaigns.
You can view, you can sort, you can inspect all the details that leads and prospects have submitted. We’re going to be rolling out custom calculators where we’ll be collecting all types of consumer information, all different sorts of financial details. We’ll capture that all here and present it back to you, so you have all the information you need to follow up on the hottest lead. Of course, in addition to providing this type of view, we also send you an instant e-mail notification so you can follow up when that lead is its very hottest.
We envision the tool being able to send you an e-mail as soon as you get new information. Maybe it’s on your mobile phone while you’re on the road. You can tap on the phone number and call them back instantly. We make it that easy.
Now something else we’re really proud of, when Matt talked about convenience, again, we’re extremely proud to make all of the different services that we’re talking about today really easy to manage.
This is the Services Dashboard where once you sign up, you can register a domain, you can subscribe instantly to professional blog writing, if you want someone to fill in the gaps or do blogging for you.
We actually have a really good price attached to that as well. You’ll see a lot of competitors that charge as much as $100 to $200 per post. We do $25 per post for SEO optimized content. We also make it incredibly easy to create new Pay-per-click campaigns, which we’ll show you in just a second here. Importantly, you can also use the Services Area to manage all of your social media.
So what if, instead of visiting and posting to Facebook; going to Facebook.com, going to your profile, going to your page, then jumping over to LinkedIn, logging in, filling in new information, then going over to Twitter, logging in, adding a Tweet – what if instead of doing all of those individually, you could manage all of those from one place? Well that’s exactly what we do and that’s exactly what we’re looking at here.
This is your social media account Dashboard, where you can choose to distribute your social posts instantly to all of your networks at once. All of those posts will then link back to your site, link back to those call to action pages, gather that information from consumers and prospects and generate those instant e-mail notifications along with the information in the AdvisoryDeck Dashboard. We’re extremely proud of this feature and we think this is really going to be a game changer.
So I talked a little bit about Pay-per-click campaigns. One thing we wanted to do is just to make it easier. What is a Pay-per-click campaign? There are 50 or 60 different parameters you can set in Google. There are all sorts of custom campaign tweaks that you can do and anyone on this call could go and set that up today, but doing it right takes time, practice, research, and a strategy behind it, so what we’ve done is taken everything we’ve learned about this space, distilled it down and made creating a Pay-per-click campaign as easy as walking through a couple of these fields.
You pick your budget, you pick your target radius for geotagging, you pick the landing page that you want to send users to, and then you can choose and give us information on your competitors if you want to target them directly.
I had a question about what does that mean? That means that if you have a competitor, you can actually create a campaign where your results will actually appear above their website link when someone is searching for them. We think that’s incredibly powerful.
I’ve touched on a lot here today and Matt’s touched on a lot. Lastly, I’ll just give you a quite idea of the road map that we have available today. I want to emphasize by signing up today, you’re going to get access to all of these different features as we roll them out, and you’ll get access to them first.
One thing I want to highlight is beginning this month; we’re going to have a 100% mobile iPhone/Android/iPad optimized version of the website.
What does that mean? That means if someone is on the road, if they’re on their phone or on an iPad, your website will be privileged by Google as a mobile search result for that device, and you will appear higher in the rankings because of that tool.
I could touch on a lot of these things, but the best thing to do is talk to your individual rep. We’re also promoting these on Getadvisordeck.com, and I want to go ahead, jump ahead here and just preview one more thing, which are the different themes that we’re going to have available with that iPad rollout. We think they’re beautiful, and you can get more information on Get Advisor Deck.
With that too, I want to just go ahead and preview here more subscription information. You can jump over to wealthvest.com, contact your rep, or at the sales number. I want to quickly get back to Matt and to Dana for Q&A here.
Matthew Sawyer: Beautiful guys, thank you so much, that was absolutely terrific information.
We want to get to the Q&A, but before we do that, let’s talk just a little bit about how we can begin to move forward together with AdvisorDeck. I think, number one, you can agree that both Matt and Cameron are experts in their field. We have experts on AdvisorDeck that do nothing but think about your web presence 24/7. We are going to be doing some ongoing, both road shows and also webinars to bring you best practices.
If you want to talk about Twitter, Facebook, LinkedIn integration, we can do that. If you want to talk about Pay-per-click or blogs, we can do that as well. We actually have resources here at the home office at WealthVest, who can guide you through the process of getting you set up and getting you ready to go. It’s very easy to do and we are ready to do that at any point in time, but we will continue in an ongoing manner to bring you best practices.
Number two, we’re going to follow up with an e-mail to everybody and a telephone call, all that are on the webinar, to gauge your interest, your feedback, and talk about moving forward. But don’t hesitate to hear from us, if you have an interest. We’d love to have you as a client. Call (877) 595-9325.
If you’re interested in AdvisorDeck, we can set you up for $99 for the setup, $99 a month. If you want to have a more substantial relationship with WealthVest, we can explain to you how your business can actually pay for your website.
So any of those ways, we’d love to work with you. Don’t hesitate to call us, and we’ll also reach out to you.
With that, Heather can be poll for some questions and see what we’ve got out there.
Q: Matt (Halloran), how do I know if I can do this with my general agency or broker dealer?
A: That’s a good question. So the biggest concern that all of you have is if you’re really going to be able to jump into these waters, and one very quick call to your compliance department, through your general agency or through your broker dealer is going to be able to tell you what you’re allowed to use and what you’re not.
Almost every broker dealer that’s out there, almost every general agency, almost every insurance company has social media guidelines right now. I highly recommend that you download those, take a look at what those are, and if you have questions on AdvisorDeck and/or the applicability to your company, contact the WealthVest rep and say, “Hey, here’s my social media guidelines from my organization. How does this work within Advisor Deck and with what WealthVest is offering here.” If WealthVest has further questions on that and needs the proverbial translation from the lawyer jargon, they’ve got me on board to be able to consult on that.
Q: Matt, what happens if I post something and receive negative feedback?
A: This is everybody’s fear. It freaked me out the first time that this happened to me. I had posted something in a fee-only financial planner group, which those of you who know what that means, they’re pretty hardcore and it’s somewhat cultish.
I posted something about really an insurance product that I thought was really, really important because, well you can get sued if you’re a financial advisor and you don’t have your clients properly insured. Everybody on the call knows that right now, but I had this guy blast me. Oh my gosh! He was saying things about my mother – I’m kidding, he really wasn’t, but it was pretty powerful. He was upset. I really made this person upset, I struck a nerve.
But what was cool about it was, it gave me the opportunity to dialogue with him because he had some preconceived notions that we’re not correct. So him and I went back and forth and by probably the second or third back and forth that we had, he ended up getting on my next webinar. So sometimes, people who are upset about what you post, most of it is because they need to know the information or they had been misinformed and it is your responsibility as a professional to engage them and help them answer those questions.
There’s been huge research out there, and you can look it up. How do you respond to negative comments on Facebook? These are Google searches that you can do, and you will see that 99% of those articles will teach you how to turn that into a positive interaction. But the most important part is making it an interaction.
If you ignore it or delete the post, then you’ve just lost a person who could potentially be a client. You want to engage them, ask them more about the questions, and it also gives you a great opportunity – this kind of goes with what Cameron was talking about with some of the things that AdvisorDeck brings to the table, and what I was talking about with interactivity. You can ask them if it’s okay for you to call them. You can do that right through the post.
“Hey Dana I’m really sorry,” or “Heather, I’m really sorry that the article struck a cord with you. As a person who’s always open to learning, I would love to hear your opinions on it. Would you be interested in having a phone call?
Well, if they want to call just to yell at you, well that’s fine. You’re all pretty consummate sales people, I’m assuming here on this call right now. You can turn a hostile person or at least a moderately hostile person into a client pretty quickly.
Q: Matt, I know you say that I only need to do about a half an hour a day to this, but realistically, how much time should I allot to online marketing and social media per day?
A: At first it’s going to take you a little bit longer. It takes you a very few minutes to get everything set up through AdvisorDeck, and that’s really where all of you need to start. Even if you have a Twitter, LinkedIn, and Facebook profile, you need to start in AdvisorDeck, and you need to have that landing page created. That’s actually one of the questions that came in through the Q&A. Rene asks, “How do we create a landing page?” Advisor Deck creates that landing page for you.
Once you create that landing page, once you get that up and running then you can start building the other pieces of social media. I, through the book, The Social Media Handbook for Advisors, walk you through how to set up a Twitter, LinkedIn, and Facebook account.
I would say that each of them, if you do it well, it will take you an hour to do it when you get it started and up and running. After that, you’re going to be at that you’re going to be at that two 15-minute rule that I was talking about.
Q: Matt, I’m interested in AdvisorDeck, but I’d like to make sure I participate in additional training to get the most out of online marketing and social media. Can you tell me will you be hosting webinars regularly? What do you foresee?
A: There are a couple of things. Number one, I know that Cameron does weekly webinars on AdvisorDeck specifically. I’ve been on them and they’re really informative. As tech heavy as they are, it’s so easy to understand what they’ve done because they’ve really kept the advisor producer in mind and that’s super neat.
So they’re able to communicate to you using language that all of us are comfortable with and be able to show you how to utilize the AdvisorDeck product. So please, if you want to learn more, specifically about AdvisorDeck – this was really just to show you that AdvisorDeck is a solution – then please contact your WealthVest rep or Getadvisordeck.com, and you can sign up for their weekly webinars.
Now what I am offering through WealthVest is, we’re not only go bring some of these on the road where we’re going to do actually in-person large presentations, and I’m going to walk you on a half day, or some of them could possibly be a full day; we’re going to have you leave that seminar totally set up.
But if you aren’t willing to travel or you don’t have the resources to travel, we’re going to do these monthly. So the goal is, probably starting in June or July, I’m going to be doing a monthly webinar and I’m going to walk you through Twitter, LinkedIn, Facebook, and Pay-per-click. I’m going to walk you through how to gain followers, how to target specific people, what do with your competition.
We’re going to have these webinars setup accordingly, because WealthVest again is the thought leader when it comes to marketing and we know that social media is the way to get your name and face out there in the areas where your name and face wants to be found.
Q: Matt, we have one more here. It sounds like my day might be completely controlled by the interactive demands for social media by needing to be immediately available to answer questions. Can you just address that very quickly?
A: Absolutely. I was talking about the principles of immediacy, and I’m not expecting all of you to be sitting around just waiting for somebody to respond to a blog post. In fact, what’s important is you actually responding to them.
I’m a big fan of time blocking, so I’ve coached and consulted on this for a really long time. You want to be able to say, “Okay, I’m going to check my e-mails at this time. I’m going to check my social media at this time.” You can just respond twice a day, right? Or you can use automated services that will shoot that stuff out in response for you. So that kind of answers that question, but really if you aren’t ready to respond within a timely manner – an hour, an hour and a half, to a warm lead, you’re going to lose business.
I know that all of you are very, very busy and again, I’m not saying that you should be waiting around for this, but for instance on my social media, since I do a lot of stuff for charities, if I get a charity who contacts me, I’ve blocked out a specific time of my day. It’s generally in a 10 minute increment where I will quickly go through all of my social media, look at my dashboards and say, “Okay, well I need to respond to this, this, this, and this. Then I generally have canned responses, preset Tweets, or preset messages that I will send out to them with my contact information, and then I will follow up with them. Then I will put them on a leads list so that I know that I need to follow-up with these people.
As a perfect example, there’s an organization called First Tee. First Tee is a golf organization that helps underprivileged kids learn self-esteem through golf. It’s a wonderful organization. If you have one in your area, please support them.
They contacted me through social media. I contacted them back within 24 hours. They contacted me back within 24 hours, and we’ve been dialoging ever since. So I’m a big fan of immediacy, especially if somebody has an immediate pain, but you can get back to them within 24 hours and that’s a reasonable amount of time.
Matthew Sawyer: What’s it look like Dana, have we got anything else or are we getting ready to call it a wrap.
Dana: I think we should call it a wrap.
Matthew Sawyer: Beautiful. So I just want to once again thank everybody for the time you took today. We hope it was valuable for you. I think as you look at what we’re talking about and the way we’re presenting it, we’ve got a very robust platform. It can help you think differently about the way that you market, and it can find you new prospects and new clients.
So with that, I will bid you a good Wednesday afternoon. Take care, and you will be getting an e-mail on our next broadcast. Thanks.