Category Archives: Email Marketing

Episode 259 – What Facebook, LinkedIn, and Twitter Launched Once COVID-19 Hit –– With Julia Ritchie



Major social media platforms have been quick to release features that help people adapt to working from home and avoid misinformation during COVID-19. 

In addition to being helpful during a stressful time, these new features could make advisor marketing easier.

Today, Matt talks to Julia Ritchie of Top Advisor Marketing about the updates that Facebook, LinkedIn, and Twitter launched during the early stages of COVID-19. They walk you through each new feature and explore how advisors can use them to their marketing advantage. 

In this episode, you will learn:  

  • How Facebook is keeping users informed during COVID-19
  • About Facebook’s new virtual meeting capabilities
  • How each platform is combating the spread of misinformation 
  • What email-inspired feature LinkedIn rolled out for premium users
  • What new LinkedIn feature offers an easy alternative to webinars
  • What new Twitter feature can help advisors be more present on this platform without taking extra time
  • And more!

Tune in now to learn about new features on Facebook, LinkedIn, Twitter!

Resources: 

Top Advisor Marketing | Julia Ritchie on LinkedIn | Blog: What’s New on Social Media (Q2) | Full Report: What’s New on Social Media (Q2) 

 

Brought to you by: iris.xyz 


Episode 257 – Why It’s Time for Advisors To Replace Selling With Content Marketing



People no longer want to be sold to. That means the financial services industry must drastically change their approach to attracting new clients.

Today, Matt and Kirk talk about how to stop selling your services and start educating your ideal prospects. They explain why content marketing is essential for today’s advisors, why a LinkedIn sales pitch left Kirk shaking his head, and steps to take before you hire a branding company.

In this episode, you will learn:  

  • Why content marketing pre-qualifies prospects
  • Why having too many referrals isn’t good for your business
  • Actions to take with a cold audience before trying to convert them
  • Which marketing tasks Matt and Kirk have outsourced –– and why they’re believers in leveraging external support
  • Defining characteristics of a cult brand
  • And more!

Listen now to learn how to start marketing to your ideal prospects on their terms. 

Resources: Top Advisor Marketing | Death By Referrals | The Fix by Chris Kneeland, Ryan Gill, and Rob Howard

Brought to you by: iris.xyz 


Episode 256 – How To Make It Easy for Prospects To Consume Your Content –– With Malcolm Ethridge



You might have excellent content that’s dedicated to making your niche audience’s lives better. Now it’s crucial to make sure your prospects see your content and that it’s easy to consume. 

Today, Matt speaks with Malcolm Ethridge, the executive vice president at CIC Wealth Management and cohost of Manage Your Damn Money, a tv show and podcast. Malcolm shares how he uses content marketing, including podcasting, to reach his prospects with the education they’re looking for. He also points out the benefits of housing all of your content in one digital space. 

In this episode, you will learn:  

  • How content marketing is replacing selling for advisors
  • What pieces of content make up Malcolm’s marketing strategy
  • How Malcolm inspires prospects to take action after they’ve consumed his content for an extended period of time
  • Ways to make it easy for people to find and enjoy your content
  • How Malcolm works with younger generations and maintains a level of profitability 
  • And more!

Tune in now to learn how you can centralize your content and make sure the right people are consuming it!

Resources: 

Top Advisor Marketing | Malcolm Ethridge on LinkedIn | CIC Wealth Management | Malcolm Ethridge Website | Manage Your Damn Money

Brought to you by: iris.xyz 


Episode 255 – How To Work With Underserved Communities and Still Attract High-Net-Worth Clients – With Adri Miller-Heckman



How can you attract more high-net-worth clients and still help groups that are typically underserved by advisors? 

Today, Matt is joined by Adri Miller-Heckman, founder of FemXadvisor. Adri shares the story of her rebrand into FemXadvisor and how she helps women advisors energize themselves by uncovering and sharing their value. Adri also dives into how advisors can work with underserved people with low assets and still make money, while continuing to attract high-net-worth clients.

In this episode, you will learn:  

  • How FemX helps women advisors uncover and articulate their value 
  • How financial services professionals can better serve women and underserved communities
  • Ways to appeal to low income-based households while still attracting ultra high-net-worth clients
  • How advisors can continue their everyday business operations while expanding their community reach and giving back 
  • And more!

Tune in now to learn how advisors can help those who need it most and continue to attract high-net-worth clients!

Resources: Top Advisor Marketing | FemXadvisor | Adri Miller-Heckman on LinkedIn

Brought to you by: iris.xyz


Episode 254 – How To Use Facebook Ads To Market To Your Ideal Clients –– With Kelley Doutre



If you get super specific with your Facebook Ad targeting, will enough people see your ads?

Will you be competing for visibility with Facebook Ads from large financial companies?

Today, Matt speaks with Kelley Doutre, founder of Sweet Honey Marketing, about how to get your Facebook Ads in front of the people you’d love to serve. You will also learn how often to post on Instagram and Facebook and why it’s time to stop overlooking Instagram as a marketing tool. 

In this episode, you will learn:  

  • How to build the like, know, and trust factor throughout the customer journey
  • How Facebook Ads differentiates between small advisors and big advisors
  • Why you shouldn’t worry about having to compete with large companies’ Ads
  • What will compel people to click on your Facebook Ads
  • How often financial professionals should post on Instagram and Facebook
  • Which one is the best option for building a community: Pages or Groups?
  • And more!

Tune in now to learn how to use Facebook Ads to build relationships with your ideal clients. 

Resources: Top Advisor Marketing | Sweet Honey Marketing | Kelley Doutre on LinkedIn

Brought to you by: iris.xyz


Episode 253 – 8 Ways to Gain Competitive Advantage in Your Practice



Top advisors are champions in the industry because they’ve strategically moved their companies forward by gaining a competitive advantage. 

In today’s episode, Kirk and Matt unpack eight ways to increase your competitive advantage. Kirk draws from what he learned in university combined with cutting edge trends to give you actions you can take right away to stand out from the crowd. 

You will learn:

  • Why being adaptable opens up huge opportunities for advisors
  • Ways to make your business more effective in its operations
  • Why you shouldn’t be doing everything at all times in your practice
  • How to create a community-feel that sets you apart from the competition
  • What having a powerful “why” can do for your company
  • Ways to be vocal about how you’re involved in the community
  • And more!

Tune in now and learn 8 powerful ways to separate yourself from the competition!

Resources:   Top Advisor Marketing  

 Brought to you by: Iris.xyz 


Episode 252 – How to Create a Safe and Welcoming Space for LGBTQ+ Clients –– With Michelle Waymire



The LGBTQ+ community is still heavily underserved by financial advisors. Are you aware of LGBTQ+  clients’ unique planning needs and how to create a safe environment for different identities?

Today, Matt speaks with Michelle Waymire of Young & Scrappy, a financial advisor and financial coach who serves young folx and the LGBTQ+ community. Michelle shares how advisors can respectfully ask clients how they identify, what conversations to have with LGBTQ+ clients before you start planning, and what marketing strategies she uses to attract this niche.

In this episode, you will learn:  

  • Why Michelle chose to serve young people and the LGBTQ+ community 
  • How working with the LGBTQ+ community differs from serving other niches
  • Ways to make your advisor website more inclusive
  • How Michelle stays profitable while working with young people 
  • Questions to ask LGBTQ+ clients before you start the planning work
  • Michelle’s routine for planning Instagram content that is consistent, themed, and relevant
  • The importance of understanding gender pronouns and how to ask a prospect which pronouns they use
  • And more!

Tune in now to hear Michelle’s marketing strategies for serving the LGBTQ+ community and young people! 

Resources: 

Top Advisor Marketing | Young & Scrappy | Michelle Waymire on Instagram | The Young Scrappy Money Podcast | Unsplash | Pexels | LGBTQ+ terms and definitions | A Guide to Being an Ally to Transgender and Nonbinary Youth| Inclusive Services for LGBT Older Adults: A Practical Guide to Creating Welcoming Agencies | A Guide to Gender Pronouns | Questionable Questions About Transgender Identity

Brought to you by: iris.xyz 


Episode 251 – 4 Ways for Advisors to Increase Prospect Quality Over Quantity



Lead generation is dying a slow, wonderful death. Large numbers of leads are no longer the ticket to marketing success for advisors. 

Today, Matt and Kirk dive into four ways to increase your quality of prospects –– and stop focusing on quantity. They highlight the power of being omnipresent with your marketing and how to attract, intrigue, engage, and influence to build quality leads. 

In this episode, you will learn:  

  • Why marketing for quality breeds focus in your business
  • Examples of how to create advocacy, which attracts business
  • Ways to get your expertise in front of new people on social media
  • How to become omnipresent online (and why it doesn’t have to be hard)
  • Why it’s important to have your own content (and not just share other people’s content)
  • And more!

Tune in now to learn four ways to increase your prospect quality!

Resources: 

Top Advisor Marketing | Episode 161: The Top 10 Arguments Against Niche Marketing – and Why They’re All Wrong! | iris.xyz | Idea Decanter

Brought to you by: iris.xyz


Episode 250 – Latino Communities Are Ready To Begin Talking About Their Money, But Where Should They Go? – With Jannese Torres-Rodriguez



Latino communities are underserved, and many don’t know who to speak with or where to begin talking about their money.

In this episode, Matt speaks with Jannese Torres-Rodriguez, host of the Yo Quiero Dinero podcast about her podcast aimed towards Latinas and women of color. Jannese explains how talking about your money in Latino communities is often considered taboo, and how she approaches breaking down that barrier.

In this episode, you will learn:  

  • How Jannese started having more conversations about money in Latino communities, and why she started her podcast
  • Why Jannese chooses to lead by example and be transparent when talking about money
  • Where the idea of money being ‘taboo’ in first-gen Latino families comes from
  • How you can use social media to create a strong community outside of your podcast
  • Advice for financial services professionals working with women of color
  • And more!

Tune in now to learn about how financial services professionals can better serve Latino communities!

Resources: 

Top Advisor Marketing | Yo Quiero Dinero Podcast | Info@yoquierodineropodcast.com

Brought to you by: iris.xyz 


Episode 249 – How RIAs Can Fulfill Every Compliance Requirement Without Sacrificing Time –– With Will Bressman



It’s overwhelming for advisors to make the jump to RIA and become their own governing body. But it can also feel liberating if you have tools that make it easy for you to fulfill compliance activities. 

Today, Matt talks to Will Bressman, CEO of RIA in a Box®, about the benefits of using RIA compliance software that can be customized to any RIA situation. Will walks you through the features of RIA in a Box®, including its compliance calendars that help you complete the responsibilities for ongoing compliance while saving time.

In this episode, you will learn:  

  • How RIA in a Box® makes an advisor’s life easier
  • Whether the consistent compliance pressure from wirehouses and BDs disappears once you become an RIA
  • How quickly this compliance software updates whenever regulatory bodies make changes
  • How compliance regulations differ between FINRA and the SEC
  • And more!

Tune in to learn about compliance solutions that can help any RIA feel less stressed and way more efficient. 

Resources: 

Top Advisor Marketing | Will Bressman on LinkedIn | RIA in a Box

Brought to you by: iris.xyz 


Episode 248 – Reasons for Advisors to Drop the Jargon and Start Using Sketches to Explain Financial Concepts –– With Carl Richards



Many advisors believe that if they aren’t using big words and acronyms with clients, then they aren’t proving their credibility. 

Today, Matt speaks with Carl Richards CFP®, Creator of the Behavior Gap and the Sketch Guy column, which has appeared weekly in The New York Times since 2010. Carl joins the show to encourage advisors to explain financial concepts to clients in the most simple way imaginable. He explains why using hand drawn sketches are an effective teaching tool that demonstrates your expertise.

In this episode, you will learn:  

  • Who in the financial industry uses Behavior Gap
  • The four most common uses of Behavior Gap for advisor marketing
  • Why sketches make financial concepts easy for people to understand
  • Why sketches actually demonstrate an advisor’s expertise
  • Reasons for advisors to stop using jargon and embrace simplicity instead
  • And more!

Tune in to learn about the power of using sketches to make complex financial concepts easy to understand.

Resources: 

Top Advisor Marketing | Behavior Gap  | Carl Richards on LinkedIn 

Brought to you by: iris.xyz 


Episode 247 – Reduce Time and Costs During Your Advisory Firm’s Transitions –– With Jeremi Karnell



Today, Matt talks to Jeremi Karnell, president and COO of Truelytics. Truelytics is a leading business-intelligence SaaS (software as a service) platform in the wealth management sector. 

Truelytics is the first end-to-end data-driven platform that helps wealth management enterprises recruit, grow, and retain businesses while reducing time and costs related to transitions. 

In this episode, you will learn:  

  • About Truelytics’ four models: TrueRecruit, TruePerformance, TrueContinuity, TrueMatch
  • Which transitions Truelytics is designed to help advisors navigate with less time and costs, including “the great transition”
  • Which costs Truelytics reduces during transitions
  • How this software helps advisors focus on what they should be focusing on
  • The most beneficial lessons Jeremi has learned from being a serial entrepreneur 
  • And more!

Tune in to learn how Truelytics can decrease your costs and time during your firm’s transitions. 

Resources: 

Top Advisor Marketing | Truelytics | Jeremi Karnell on LinkedIn | Jeremi@truelytics.com

Brought to you by: iris.xyz 


Episode 246 – How to Fill Your Webinars With Fans (Instead of Skeptics)



Do you have fans or skeptics showing up to your advisor webinars?

Fans are familiar with your work. They understand exactly how you help your niche. And they’re eager to invite their network to your webinar.

Skeptics are the complete opposite. But they’re the people who usually attend advisors’ webinars. 

Today, Matt and Kirk teach you how to turn someone into a fan before they show up at your webinar. You will also learn ways to think like a big company as you approach your marketing, which is a key to converting webinar skeptics into fans. 

In this episode, you will learn:  

  • The differences between a skeptic and a fan
  • The downfalls of focusing on short-term marketing outcomes
  • Ways to nurture your attendees before and after the webinar
  • The differences between a strategy and a plan
  • How to think like a big company, but market like a small company
  • And more!

Tune in now and learn how to fill your webinars with fans!

Resources:

Top Advisor Marketing 

Brought to you by: iris.xyz


Episode 245 – Stop Waiting to Start Your Own Financial Podcast –– With Mike Langford



Are you thinking about starting your own podcast, but you’re not convinced that you’ll have an audience? 

In this episode, Matt talks to Mike Langford, CEO of finservMarketing, about why podcasts are more popular than advisors realize, how he helps advisors find their gravity and attract clients, and what’s coming up in fintech. Mike also provides tips to help advisors who feel nervous about starting a podcast.

In this episode, you will learn:  

  • Why being seen as trustworthy isn’t enough on its own to attract clients
  • Why it’s important for advisors to speak the language of their clientele to create influence
  • Why podcasting is a worthwhile medium for financial advisors
  • Advice for advisors who are on the fence about starting their own podcast
  • The next big thing to look out for in the fintech industry
  • And more!

Tune in now to learn about the value of podcasting for advisors!

Resources: 

Top Advisor Marketing | finservMarketing | Mike Langford on LinkedIn

Brought to you by: iris.xyz 


Episode 244 – How to Be an Ally in a White Male-Dominated Workplace – With Julie Kratz



What does it mean to be an ally? What are some ways that you can be more inclusive in your workplace?

Today, Matt speaks with Julie Kratz, a TEDx speaker, inclusive leadership trainer, executive coach, author, and founder of Next Pivot Point, about how to be an ally for women and underrepresented groups in a white male-dominated industry. They also discuss how to take an inventory of your privilege and how to be inclusive in client meetings.

In this episode, you will learn:  

  • How to evaluate whose voices are being heard in your organization
  • What microaggressions are and how they affect women in the workplace
  • Tangible ways to be more inclusive in your workplace
  • Ways to be an ally 
  • How to know if you tend to mansplain (and how to stop)
  • Ways to be inclusive in your client meetings
  • And more!

Tune in now to learn about diversity, inclusion, and becoming an ally in your workplace!

Resources: 

Top Advisor Marketing | Next Pivot Point  | Julie Kratz on LinkedIn  

Brought to you by: iris.xyz 


Mini-Series: How to Use Your Video as a Marketing Tool –– With Laura Garfield And Sharon Gottula of Idea Decanter – Part 3



Once you’ve shot your video, it’s time to get this new content in front of your audience.

In part three, Matt talks to Laura Garfield and Sharon Gottula of Idea Decanter about how to get the most marketing mileage out of your video. Laura and Sharon unpack four marketing steps and explain how to execute them in ways that are measurable for you and highly appealing and accessible to your audience. 

In this episode, you will learn:  

  • How to prevent YouTube from suggesting other people’s “up next” videos to your audience
  • How to decide where to post your videos
  • How to email your videos without sending a big file
  • Best practices for posting videos on social media
  • How to track the success of your videos
  • And more!

Tune in now to learn four proven ways to market your video!

Special offer for our listeners: Get Idea Decanter’s free guide: “Six Steps to Attract New Clients With a Video.” Email Laura Garfield with “Top Advisor Marketing” as the subject, and she will send you a copy!

Resources: Top Advisor Marketing | Idea Decanter | Laura Garfield on LinkedIn | Sharon Gottula on LinkedIn

Brought to you by: iris.xyz


Mini-Series: What to Do Before You Shoot Your Video –– With Laura Garfield and Sharon Gottula of Idea Decanter – Part 2



It can feel nerve-wracking to be in front of a camera, especially if it’s your first time shooting a video.

In part two, Matt is back with Laura Garfield and Sharon Gottula of Idea Decanter to help you prepare for shooting your video. Laura and Sharon walk you through the best equipment and camera angles to use, how to prepare your message, and what it’s like to shoot video with their help. 

In this episode, you will learn:  

  • Which angles and poses to use in your videos
  • How to find your message, even if you have no idea what it is
  • The difference between talking at someone versus talking to them
  • How Laura and Sharon make it easy for compliance to review your video
  • How to gear your video to a specific audience
  • Tips for feeling comfortable and being personable in your video
  • And more!

Tune in now for tips to help you prepare for your video shoot!

Resources: Top Advisor Marketing | Idea Decanter | Laura Garfield on LinkedIn | Sharon Gottula on LinkedIn

Brought to you by: iris.xyz


Mini-Series: How to Make Your Videos Way More Authentic –– With Laura Garfield And Sharon Gottula of Idea Decanter – Part 1



How can advisors become more memorable to clients in a short amount of time? 

In today’s episode of Top Advisor Marketing Podcast, Matt kicks off a three-part mini-series with Laura Garfield and Sharon Gottula of Idea Decanter. In part one, Laura and Sharon explain how to be authentic in your videos, how to keep compliance happy, and video blunders to avoid.

In this episode, you will learn:  

  • What to talk about in your videos (and what to leave out)
  • How to hook your audience in the first 10 seconds of your video
  • Why personal stories are a game-changer for your video content
  • How to make compliant-friendly videos
  • And more!

Tune in to learn from two experts in video creation for financial services!

Resources: Top Advisor Marketing | Idea Decanter | Laura Garfield on LinkedIn | Sharon Gottula on LinkedIn

Brought to you by: iris.xyz 


Episode 243 – How to Make Your Advisor Website Accessible –– With Natalie Hadley



Making your advisor website accessible doesn’t have to be difficult or expensive. And advisors who don’t make their website accessible will miss out on a $21 billion market. 

In this episode, Matt speaks with Natalie Hadley, the vice president of Outlook Business Solutions. Natalie unpacks actions you can take to make your website accessible to people with disabilities. 

In this episode, you will learn:  

  • How to make your website compatible with adaptive technology
  • How to tell if your website is accessible 
  • What you can do to improve accessibility on your website
  • Ideas on how to adapt your services to meet different needs
  • And more!

Tune in now to learn how to make your advisor website accessible.

Resources: 

Top Advisor Marketing | Natalie Hadley on LinkedIn | nhadley@outlookbiz.co | Direct Line: 531-365-5347

Brought to you by: iris.xyz 


Episode 2 – Top 5 Keys To Working With the Press To Grow Your Advisor Practice w/Matt Ackermann



Advisors aspire to be an asset for the media, and someone journalists want to interview. What increases your chances of building that kind of relationship? On this episode we share insights on the top 5 things advisors should know about when it comes to working with the press. We talk about knowing your interviewer and building conversational relationships with Investment News’ digital content director Matt Ackermann.

Guest Bio:

Matt is the director of digital content at Investment News.  Follow him on Twitter @acketyack.