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Ep 169 – Breaking Money Silence with Kathleen Burns Kingsbury

Your host Matt Halloran is thrilled to welcome one of his personal wealth idols, Kathleen Burns Kingsbury to today's episode.

Kathleen is a wealth psychology expert, founder of KBK Wealth Connection, host of the Breaking Money Silence® podcast, and an internationally published author and speaker. Named one of nine amazing conference speakers in 2017 by Investment News, Kathleen is a sought-after keynote speaker and consultant on the topic of women and wealth and couples and money. Her mission is to empower women, couples, and families (and the advisors who serve them) to shatter money taboos and communicate more effectively about financial matters.

On today's episode, Kathleen and Matt are going to discuss how you can revolutionize your conversations about money, explore the taboo of money talk, and what you as an advisor can be doing to help yourself and your clients talk about their dollars.

Top Advisor Marketing Listener Special

In her latest book, Breaking Money Silence®, Kathleen provides her readers with a step-by-step guide to opening up about a difficult subject. It offers a strategy that can save money, improve relationships, and help people raise fiscally responsible children. We're giving away a FREE copy of Kathleen's Executive Summary from her latest research on Breaking Money Silence! Find your copy today at: http://bit.ly/breakingmoneysilence

Links: Kathleen Burns Kingsbury | Breaking Money Silence® Executive Summary | Breaking Money Silence® Podcast

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Ep 168 – Disability Awareness with Liz Travis Allen

Matt welcomes disability activist and policy director Liz Travis Allen to today's show to discuss with our audience the business applications for disability awareness.

Liz's specialty is helping companies build a more equitable and accessible workplace for those who are immunodiverse. By providing companies with concrete ideas they are able to build a more inclusive and accessible company culture and product/service for those with invisible illnesses.

With over 133 million Americans managing a chronic illness, this is a massive market that many advisors and providers tend to ignore. Liz and Matt explore different ways companies can use some of Liz's tangible tactics to create a more equitable and inclusive workplace.

Links: Liz Travis Allen LinkedIn | https://www.liztravisallen.com/ | Follow Liz Medium @liztravisallen

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Ep 167 – Worthwhile Content with Erica Gellerman

On today's episode, Matt is diving into the power of making great content Erica Gellerman.

Erica is a marketing consultant and writer specializing in the financial services industry. Her work has been featured in Forbes, Business Insider, DailyWorth, Huffington Post, and Money. Her marketing consulting business, The Worth Project Consulting, helps CPAs, RIAs, and financial services companies generate leads and nurture a loyal client/customer base through digital and content marketing.

As an expert in writing for the financial industry, Erica shares some of her insight into the value of great content and the various ways you can execute this. If you're looking to break into content marketing, or need some advice on where to take your content generation, this podcast is for you!

Links: Erica Gellerman LinkedIn | The Worth Project Consulting 

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Ep 166 – The Happiness Factor with Christy Aleckson

Today Matt welcomes highly sought after speaker and award winning financial processional Christy Aleckson to the show.

Christy is the CEO and Founder of Single Point Financial Advisors where she actively works as a financial advisor with individuals, families, and micro/small business owners. She is also a Behavioral Financial Advisor™, an asset to helping her clients identify values and match them to their planning.

Christy has built a truly unique and different client experience through use of happiness (one of her company's core values), humor, and by creating a judgement free zone for her clients.

Matt and Christy explore these unique aspects of her business, which have helped her and the company to grow into a thriving financial space.

If you're interested in creating your own unique client experience, don't delay on listening!

Links: Christy Aleckson LinkedIn | Single Point Financial Advisors |

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Ep 165 – Reach, Engage, and Earn the Female Dollar With Barbara Provost

Your host, Matt, welcomes returning guest Barb Provost to the show to discuss her latest training program: Reach, Engage, and Earn The Female Dollar.  

No stranger to hard work and challenges, Barbara is the Founder of Purse Strings LLC. Her professional experience, active research, and continuous data gathering activities, led her to discover that women are a tremendously underserved market, to the tune of 20-trillion dollars. And yet, financial firms are leaving this money on the table by failing to engage women.

With that discovery in mind, Barbara developed expertise on what these institutions need to do in order to reach and engage women. She has created the first empowerment, education, and training tools to earn the vast spending power of the female dollar.

On today's show, Matt and Barb discuss concrete steps you can take as an advisor to improve your approach to working with women and tap into that 20-trillion dollar market. Listen in to hear Barb's expert advice and discover what changes you can make to earn that female dollar!
Top Advisor Listener Special!
SUPER SUMMER SALE – REACH, ENGAGE, AND EARN THE FEMALE DOLLAR

In a comprehensive 3-week online workshop, you will gain the insight you need to earn the respect and trust of 51% of your market — women!

Led by renowned expert and consultant to the World Bank/IFC and owner of Purse Strings LLC, Dr. Barbara Provost! You’ll walk away with the tools and strategies you need to set your business on FIRE this summer! Barbara is an adult educator and financial services consultant who knows what women want and will give it to you straight!

Even better, there is a limited Super Summer Sale discount! and it’s only $249! PLUS, you will earn 12 CE credits when you complete the course.

Sign up today at: http://bit.ly/earnthefemaledollar

Links: Purse Strings – Reach, Engage, and Earn the Female Dollar | Women as a Focus Video | Purse Strings |

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8 Tips for Creating Great Visual Content on Social Media

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As social media becomes more and more popular for financial advisors, the market has become more and more inundated with content.

Everyone is saying something, so we want your information to be saying more, louder.

But how? By creating great visual content.

Adding visuals helps to tell a more holistic story about who you are, what you do, and what sets you apart from the crowd.

Why use visual content on social media?

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Content with a visual component gets 94% more views than content without. Let that sink in for a minute — 94%. The majority of readers will simply scan a page, rather than read content word for word, so adding a visual component to your content increases your chances of being seen by almost 100%.

Humans are visual creatures: Most people retain 80% of what they see, 20% of what they read, and 10% of what they hear. Adding visuals lets you speak to the masses, especially when done in combination with text or audio (like social media posts and podcasts).

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So, by now you should understand just how important it is to incorporate visuals into your social content to increase your social presence and boost engagement. Need help getting started? Here is our list of the top eight tips for creating great visual content for social media.

 

#1: Use different types of visuals

51% of marketing professionals worldwide name video as the type of content with the best return on investment, and social video generates 12 times more shares than text and images combined. Combine videos and images with graphics or infographics to diversify your feed and please social media algorithms.

It’s important to use photos, especially personal photos that will help your clients and followers relate to you.

Try to stay away from using stock photos whenever you can. Stock photos can be great if you’re in a bind, but they don’t perform nearly as well as content created by you. Also, you don’t always know their copyright limitations, and this can mean trouble — even if you used them thinking you were allowed to.

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#2: Create infographics

Infographics are fantastic images to use, particularly in the financial sector. They turn numbers and figures into easily digestible content, making the information more accessible to the masses. When you use infographics, your expertise will be not only understood, but remembered.

Infographics also allow you to share lists or processes with clients in a way that is visually appealing. This feature is invaluable since colored visuals increase a person’s willingness to read a piece of content by 80%.  In other words, presenting your content as an infographic will draw your clients’ eyes and capture their attention.

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#3. Optimize your visual content for search engine optimization (SEO)

Use visual content to drive traffic to your website and social media channels by tagging and adding keywords that search engines will recognize. More and more often, people are searching for images; in fact, 27% of all search-engine searches are for images, so make it easier for Google, Yahoo, Bing, and other search engines to find what you’ve created.

Tag the images using alt-text ( i.e. alternative text) by describing the image. Use phrases that are similar but not identical to your title, and always remember to use your keywords. Considering that Google will be able to find every description that you add to your graphics,  it’s important to use tags that are relevant to who you are trying to attract.

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#4. Use visual paid ads

The Facebook algorithm will not make posts from your company page widely visible unless you pay for that exposure. With Facebook’s “pay to play” structure in mind, you may want to allocate ad spend if you are trying to increase awareness.

Rather than creating text-only ads, use images that will stand out to prospective clients in their Facebook News Feeds to make you memorable and intriguing.

Facebook can place visual ads either the right-hand column as a smaller image  or within users’ News Feeds, where the ad appears more like content on Facebook. Either location performs best with an image, graphic, or video paired with a brief text explanation and a strong call-to-action for next steps.

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#5. Make sure you understand copyright laws

Let’s face it, copyright laws can be frustrating, confusing, and there are consequences  to breaking them ( and unfortunately it doesn’t matter whether it was intentional). I recommend that you t use your own images or create graphics whenever possible, but when you are pressed for time or resources, use stock-image websites that offer royalty-free images.

Sites like Unsplash, Gratisography, picjumbo, and MorgueFile are all royalty-free and offer images that have been uploaded by photographers for others to use for free. That doesn’t mean these sites won’t ask for donations, but all of the images have been uploaded with the purpose of being shared, even for commercial use.

#6. Learn to use the free editing tools that are available online

Canva is an online graphic-creation site that lets users design virtually anything, PicMonkey is more of a photo editor, and Piktochart is one of many free infographic creators. Using these free tools will make it a lot easier for you to create graphics from scratch, without having to worry about copyright issues.

#7: Be prepared to use your content across all of your digital platforms

You’ve worked hard to create your visual content, so make sure you understand the format that will perform best on all platforms. Whitepapers and other long-form publications will work best on your website, but use that same content to create visuals for your social media. Infographics perform very well on Facebook or LinkedIn, but try to find ways to shrink the content down even smaller for sites like Twitter and Instagram.

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#8. Add buttons to your visual content so it can easily be shared across digital platforms

One of the many great things about visual content is it is so easy to share on social media. To gain more attention, add social sharing buttons to your graphics and blog posts. Adding buttons to your content is like adding a little call-to-action saying, “You liked this content? Why don’t you share it with your followers.”  (Also, always add your branding wherever you can, so that when people share your content, your name goes with it!)

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Bonus: Create a brand style guide

It is super easy to make your social media sites look on-brand and easily recognizable when you use visual content. Create a brand style guide that will help graphic designers and your marketing team create images that are consistent with your branding. When all of your graphics have consistent elements (e.g. logo placement, colors, font, etc.), clients will quickly know that it is your expertise they are reading, and this will work to instill trust. Plus, contention creation will be quicker when you already have guidelines in place.

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I hope these tips have given you the resources and inspiration you need to start making your content visual. Have fun, experiment, and know that you’re making content that’s going to stand out above the crowd.

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Ep 164 – Your Personal Financial Snapshot With Kyle Christensen

Your host, Matt Halloran, welcomes Kyle Christensen to today’s show to discuss his company and software: Personal Financial Snapshot.

Our focus at Top Advisor Marketing Podcast is to provide our listeners with tools to help them build a truly unique service that will separate them from the advisor down the street. Personal Financial Snapshot does just that.

Personal Financial Snapshot is designed with the clients’ needs in mind first and uses five core principles:

Save at least 15% or more
Maximum protection
Full replacement of assets upon death
Six months to one year of asset storage
Velocity of money

The five principles of Personal Financial Snapshot take financial planning to another level by leaving behind needs-based analysis and project-based analysis.

If you’re looking to give your clients the opportunity to make education-based decisions or are ready to add a higher level of planning to your practice, this is an episode you don’t want to miss!

Links: Kyle Christensen LinkedIn | Personal Financial Snapshot | Five Principles of Personal Finance

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Ep 163 – The Power of Recruiting with Tim Martin

Your host Matt shares the mic today with another incredible podcaster, Tim Martin. Today, the two experts are diving into how you can use recruiting as a retention, marketing, and legacy tool.

Tim has spent the past 22 years in Voluntary Benefits sales world. He has recruited, hired, and on-board over 2,000 commission only sales agents – making him an expert in the world of recruitment! When he's not building up his business, Tim is the host of Success is Voluntary, a show focused on mastering the sale of volunteer benefits.

If you're ready to further develop your business or are in need of the push to begin your own recruiting program, be sure to listen in today!

Links: Tim Martin LinkedIn | Success is Voluntary | The Sales Boss |

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Ep 162 – 7 Podcast Tactics to Grow Your Business

Today Matt and Kirk are back on the mic and switching it up! Kirk is taking over today's episode, and interviewing your regular host, Matt,  on the 7 podcast tactics to grow your business.

At Top Advisor Marketing, podcasting has been pivotal to the success of the business. Within less than 24 months, we've grown from a book balance of zero to our latest evaluation of over a million dollars. As our central hub to business development and growth – Matt and Kirk understand the value of podcasting.

As an time effective and financially efficient solution, podcasting is a great way to get your thought leadership out and heard.

So if you're curious as to what it takes to create a great podcast and what that can do for your business, be sure to tune in to these seven tactics today!

Links: Your Complete Guide to Starting a Podcast | Join the Micro Influencer Revolution |

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Ep 161 – The Top 10 Arguments Against Niche Marketing – And Why They’re All Wrong!

Matt and Kirk are back on the mics today to discuss an important topic when it comes to building your brand and your business – why advisors avoid using niche marketing and the problems it can cause.

With years of experience in branding and finance, Matt and Kirk have repeatedly faced advisors who are unwilling to explore the potential that niche marketing has for their business. They've compiled their list of the ten most common excuses to niche marketing – and they're here to bust them all wide open!

So if you've been hesitant to niche your financial advisory business, or you're looking to narrow your business model further, be sure to tune in today!