Webinar Replay: 5 New Tactics to Virtually Engage Your Clients and Prospects
In this webinar, Twenty Over Ten Chief Marketing & Business Development Officer, Samantha Russell and Sean Brown, President and CEO at YCharts, Inc. to discuss YCharts and five tactics to help you virtually engage with your clients and prospects.
There Were Serious Consequences of Not Communicating Well.
An individual will not feel good if they aren’t getting adequate communication
Referrals are the number one source of ways that get clients
If you’re not communicating well, you may lose your clients.
What Did We Learn? [8:23]
Email is King
Pick up the Phone
Don’t Give up on Social Media on your Website
If you know a client who likes phone calls, then those are the ones you should prioritize calling. You want to hear that they are aware, that you will hear from them next.
Now is the time for advisors to shine and take away the worries from your clients. Look at your clients, not as a homogenous group. Their needs are not all the same. Groups that are over 50 versus groups that are under 50 have different wants when it comes to communication. Under 50 includes social media, web blogs, etc.
In a study, it showed that most people under the age of 45 find most of their advisors via Google, while people over 45 find most of their advisors with referrals.
The Advisor Client Communications Framework [11:49]
As a result of the survey, we asked:
How are we going to help advisors better communicate?
We learned to be introspective and have them take a look at where they are currently.
Who is the audience?
Are you broadcasting something?
Or are you narrow-casting to one or a couple of customers?
Consider the cadence. Is it something that is scheduled? An ad hoc thing would just pop up. We aked advisor to think about the quadrants have some tactics and compare yourselves to the best in the industry.
In the Quadrant:
See what you are doing best at it and put a plan into play. Ad Hoc can be challenged if they have to jump through a lot of hoops with clients, but just become something is coming up or timely, that doesn’t mean you can’t do it. Also, you don’t have to recreate the wheel every time. If you had a really great blog post that you could repurpose, then you can do that and make it timely.
Start evaluating your own strategy with the printable version below!
Take the pressure off of yourself to create all of your content. With a bit of permission, they may be fine with you repurposing their work, as well. It helps your clients to receive helpful and valuable information. With Lead Pilot, compliance teams are able to preview it.
Digital Marketing Funnel [15:30]
When thinking about the different messages, there will usually be one or two areas of why we are putting that message out.
Are we trying to attract a client?
Do we want to convert someone to an actual client?
Adding a personal touch is a great way to engage with clients and prospects. Embrace sharing personal stories in your email marketing and build the connection. Don’t put the pressure on yourself, because people love to get to know you. Don’t miss an opportunity to personally connect while also sharing useful information.
3 of the Best Financial Advisor Email Marketing Campaigns
Since people can’t go to conferences and seminars, they still want to connect and learn, and so webinars are appearing as a great means to do this. With webinars, you can create a piece of content that you can repurpose over and over again.
When you use tools like Zoom you can easily record yourself, repackage and send it back as a piece of evergreen content. You can put it on your blog, email, etc.
How To Use Webinars To Generate More Leads
For Your Advisory Business
We love video right now because of the in-person events are at a stand-still, so being able to allow them to see your face, hear your voice, provide hand gesture, it goes a long way to help them get that familiarity back. For new prospects, it’s a great way to build rapport.
It doesn’t need to be a high production value.
Tips to Recording a “Talking Head’ Videon Right on your Phone
Find good lighting with the light source behind the camera
Position talking points behind the camera
Position camera at eye line or higher
Start with a story or a state to hook viewers
The secret on Getting People to Watch
Have a great thumbnail. You can use Canva for this.
Tactic #4 Boost your Social Media Presence [30:29]
You should be posting daily
Images and Infographics are shared, liked and commented on 3x more than on other posts, so make sure you are using these with your posts.
If somebody were to ask you today, “where do you think you could find the most ideal number of ideal clients?”
To get access to those people, social media is a great way to do it. If someone liked your post, then everyone who follows that person will see their engagement, so it’s a great way to get others to see, like and engage with your content, therefore growing your social media network exponentially.
Interaction is so important because if you lie and engage with others, they will be more likely to engage with your content.
Tactic #5 Share Your Expertise Via Weekly Blogs [37:37]
Articles with an image once every 75-100 words receive 2 times the shares on social media as articles with fewer images.
Make your own
Source from web
Use Y charts
Tools that we suggest using are:
Twenty Over Ten for your website, blog, Content Management System and hosting
YCharts for Charts, Model Portfolios and Custom Reports
Lead Pilot for content and landing pages
How to Use Y-Charts [39:47]
With YCharts, you can:
Build, Visualize and Compare Investment Strategies
Create Visuals to Share Your Insights
Engage Clients and Prospects With a Personalized Experience
You can show the different retailers based on the economy and you can easily create these with Ycharts. If you want to download the image, then you can quickly export it from YCharts and then send it out however you want to.
Another example of a chart is from market volatility, so how has this fit with returns for the market. You can very, easily add a title in with the graphs, export it, etc. You can also tweet something out where you can do an “Ad hoc blast” because something was interesting and you wanted to share it.
You can easily use content to support and communicate to ways that you are trying to speak with your customers.
At YCharts, you can put some pre-canned, regularly cadenced emails in front of your clients. We work with you to quickly set up a daily market update that comes to you. You will see it discusses a bunch of different things about the market. You could easily send it to some of your clients that you think might like this, so they can send it to the advisor first, say you think their clients may like it, and then they can email it out to them.
These charts can be repurposed on your blog, your website, your media, etc.
How Would You Add This Data to a Blog Post, Landing Page, Etc.?[46:45]
Lead Pilot can come into play that covers all elements of the digital marketing funnel.
In Lead Pilot, we have a robust content library and every month we add 20 new pieces. Stock Market, lifestyle content, etc. There is a mix of editorial infographics and videos and soon interactive.
How Does Lead Pilot Help? [47:07]
You can filter all by categories and persona. We have trending topics, as well. You can completely compose your own pieces for distribution.
You can use your own or our own pieces in our library. The pieces are completely editable, so you can customize it based on your niche, audience, add images, graphics and drop them right in.
You can update any of the images and preview them to what it will look like.
What Can You Do With Lead Pilot?
We can help you set up your logo, your templates, whatever CTA you want. Every time you want to add a new logo, it will automate to fit the brand, so you don’t have to redo it every time. You can post it one or schedule it for later or do a manual share.
You can email it out, share it to social media, so you are not just directing someone to a social media post, but you are captivating them and getting their information so that you can drip on them. They will come into the backend of Lead Pilot as a contact. It is two-way integration so data can be done both ways.
You can click on history and see everything that was opened and sent, so you can see what topics they are the most interested in.
You can find a lot of intel on the lead with Lead Pilot, so you can start to build a robust profile that will allow you to convert them from a lead to a client much easier. You can build all different kinds of lists, as well as what we call smart segments.
With Lead Pilot, you can pull all of the analytics into one dashboard, so you can see what gives you the most leads versus the most engagement, You can even see how one particular piece of email is performing.
The cadence is important, as well, so with our drip campaigns, we make this really simple.You can come in and customize the picture, what it says, add new pictures, and you can start it now or create a custom start date for later. We are making this as simple as possible for you to do this. Lead Pilot is also great for webinars because you could take all the contacts in your webinar, put it into a list and use it as a post-webinar email drip.
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.