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Good VS. Bad Advisor Marketing: Tactics to Stop and Start Doing Immediately

Do your marketing tactics strengthen your credibility and amplify your expertise? Or is it possible that your tactics are actually damaging your reputation and costing you time, money, and opportunities?

Financial advisors don’t deliberately use bad marketing tactics. That’s why I’m about to show you the differences between good and bad marketing. 

Let’s begin…

 

What does BAD MARKETING look like?

  • No clear audience
  • No clear benefits
  • No empathy for what ideal audience is going through
  • No clear story 
  • Inconsistent messaging
  • Inconsistent execution
  • No clear marketing mindset or an undefined strategy
  • Tactics that change without a clear why
  • Focuses on selling versus educating and building credibility
  • Focuses on converting leads versus building relationships
  • No one owns its execution and outcomes
  • Annoys more people than it attracts and engages
  • Creates a “sea-of-sameness” name for yourself in your industry
  • Constantly searching for the next big idea because most of what you touch loses effectiveness quickly or never really worked, or you didn’t stick with it long enough to experience the benefits
  • Focuses on short-term gains
  • Focuses on short-term ROI: direct measurable results that don’t account for long-term marketing benefits

Good marketing is good for your business. Good marketing takes time and requires effort and planning. There are no shortcuts. It builds your credibility, most importantly –– the basis for trust. 

 

What does GOOD MARKETING look like?

  • Clear audience
  • Clear benefits
  • Clear story 
  • Empathy for what ideal audience is going through because you researched and know your niche
  • Consistent messaging
  • Consistent execution
  • Clear marketing mindset and a defined strategy
  • Tactics that evolve in alignment with a clear purpose/outcome/strategy
  • Focuses on educating and building credibility
  • Focuses on building relationships
  • One person/team owns its execution and outcomes
  • Attracts, engages, and endears people to you
  • Creates a reputable name for yourself in your industry as a person who brings real value to the relationship
  • Focuses on building momentum over time and understanding the direct and indirect benefits of good marketing
  • Understands that keeping a client or inspiring them to refer is often more effective than just focusing on attracting new opportunities
  • You are bought into a long-term strategy and you stick with it
  • You create more value within your niche than other advisors because you are focused; they aren’t

 

You might be wondering how to jump from good marketing to great marketing. Great marketing can only truly be measured over many years. Great marketing is measured by the momentum it builds year after year. Good marketing done consistently over time keeps getting better and produces more and more results. 

Ready to learn more? Tune into our Top Advisor Marketing Podcast for strategies that you can use right away to shift your marketing into the good category!

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5 Reasons Your Lead Gen Isn’t Effective + How to Fix It

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Are you struggling to identify and find ideal prospects?

Is your team spending too much time chasing leads to set appointments and qualify them?

In our live webinar: 5 Reasons Your Lead Generation Isn’t Effective and How to Fix It, Kirk Lowe, founder of Top Advisor Marketing, will teach you how to:

🔹Attract ideal prospects

🔹Build relationships, not just attract leads

🔹Engage people in your expertise, not just a one-time offer

🔹Expand your short- and long-term prospect opportunities

 

Watch now to learn more!

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How to Start Your Podcast From Home

Many financial advisors want to start podcasting since they are working from home and tend to have extra time.  

Here are tips to help you start your podcast during these self-quarantine times. 

 

1) How to make it high quality but inexpensive: 

 

Record your podcast on a smartphone, which has a pretty amazing mic. Your smartphone also has noise-canceling qualities and you’re probably used to talking on it. 

Here are two more tools to get you started:

    1. App to record: Podbean app does it all for you; it will syndicate, record, and help you sound great! $10 is all you need to spend annually.
    2. Choose a title for your podcast with the help of a name generator. Even if you don’t use any of its suggestions, it might jumpstart some ideas: Podcast Name Generator

 

2) How to record in your home office: 

 

You can use your computer to record your voice. Most computers have a pretty good mic. But keep in mind that if you have an older computer, your mic will probably pick up fan sounds. Another option is to use your Podbean app for recording your podcast. 

If you want to step up the quality of your recording, consider using the following:

    1. A great plug-and-play mic: Blue Yeti USB Microphone
    2. Free software for editing and mastering: Audacity
    3. Tutorial video to help you edit: Audacity Basics: Recording, Editing, Mixing

Also, remember to tell your family what time you will be recording at and for approximately how long. Ask them to be as quiet as possible and close your office door, if possible, while you’re recording. 

 

3) How to record in your business office: 

 

Choose a dedicated space to set up your office studio. You can use the equipment, software, and programs listed above. Once you’ve set up your equipment, don’t touch those settings again; resist any urges to experiment with the settings on your mixer or the volume on your USB mic. I’m giving you this advice because we’ve had clients change their settings only to end up with poor-quality recordings. 

Again, ask everyone in your office to be as quiet as they can during your recording times. 

 

4) How to record while traveling:

 

Even though most people aren’t traveling right now, knowing how to record a podcast while you’re on the road can come in handy later. You never know when a great idea will spark. 

Whether you are in an airport, doing some windshield time, or at a hotel, here is what you can do:  

    1. Record on your smartphone, but use Apple wired EarPods. Apple must put fairies in these mics, considering how great they are.  
    2. Use the Podbean app to record, edit, and syndicate your podcast. 

 

5) How to write show notes:

 

I highly recommend that you write show notes (i.e. episode summaries) to go with each episode you record. Show notes offer SEO value to drive people to your podcast website on Podbean, give listeners a preview of what they will learn, and serve as a spot for providing listeners with more details about guests and links to resources that are relevant to your episodes, such as white papers, blogs, or websites.  

Publish show notes alongside each episode by copying and pasting them from a Word or Google document or by writing them in the episode summary field within your podcast channel.

Use these resources to help you get started:

    1. Title generator: Blog About
    2. Examples of show notes: Top Advisor Marketing Podcast

Now you’re on your way to starting your podcast from home! Have fun and know that you’re launching a medium that’s ideal for initiating and strengthening relationships with your listeners, building your credibility, and sharing your expertise widely. 

 

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Diminishing vs Expanding Marketing Opportunities in 2020 & Beyond

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Does the future of advisor marketing feel unknown to you? Should you still dedicate room in your budget to in-person events that have been successful or focus more on digital or virtual opportunities going forward?

It’s difficult to make marketing decisions if you don’t know which activities to let go of –– because they’re not going to make a comeback post-pandemic –– and which activities will have tremendous growth and staying power.

Watch our video presentation: Diminishing vs. Expanding Marketing Opportunities in 2020 & Beyond with Kirk Lowe, founder of Top Advisor Marketing, you will learn how to:

  • Understand how marketing will evolve over the next 12-24 months
  • Identify marketing opportunities that will diminish and expand
  • Determine if you’re doing the right marketing activities to be effective now
  • Build a strategy that will leverage existing realities now and for years to come

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Resources we referred to in our presentation.

[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row admin_label=”Row” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image – podcast” _builder_version=”3.0.50″ src=”http://top-advisor-marketing.flywheelsites.com/wp-content/uploads/Copy-of-TAM-podcast-Logo.png” show_in_lightbox=”off” url=”http://topadvisorm.blubrry.net/” url_new_window=”on” use_overlay=”off” sticky=”off” align=”left” always_center_on_mobile=”on” border_style=”solid” force_fullwidth=”off” /][/et_pb_column][et_pb_column type=”1_3″][et_pb_image admin_label=”Image – Influence Paper” _builder_version=”3.0.50″ src=”http://top-advisor-marketing.flywheelsites.com/wp-content/uploads/Be-Your-Own-Loud-whitepaper-cover-vertical-ED4-2.png” show_in_lightbox=”off” url=”http://top-advisor-marketing.flywheelsites.com/influence-is-marketing-be-your-own-loud/” url_new_window=”on” use_overlay=”off” sticky=”off” align=”left” always_center_on_mobile=”on” border_style=”solid” force_fullwidth=”off” /][/et_pb_column][et_pb_column type=”1_3″][et_pb_image admin_label=”Image – DBR paper” _builder_version=”3.0.50″ src=”http://top-advisor-marketing.flywheelsites.com/wp-content/uploads/Death_by_Referrals_TAM_COVER.png” show_in_lightbox=”off” url=”http://top-advisor-marketing.flywheelsites.com/death-by-referrals/” url_new_window=”on” use_overlay=”off” sticky=”off” align=”left” always_center_on_mobile=”on” border_style=”solid” force_fullwidth=”off” /][/et_pb_column][/et_pb_row][/et_pb_section]