Advisor Inbound
Marketing Strategy for Financial Advisors
We Help Advisors Attract, Convert, & Retain More Clients With Less Effort
Every Advisor has the ability to predictably generate revenue.
Few, however, invest the time and energy to fully realize this opportunity.
What’s stopping them? Well, when you consider how many moving pieces are involved…
…and all of the trial and error and testing to figure out what works (and what doesn’t)…
It can be a TON of work!
Unless, of course, you’re using the Predictable Revenue Framework:
To aid you in systematically managing the critical pieces of the marketing and sales process…
This is our proprietary 6 Step Design and Implementation Process which leverages the power of the PREDICTABLE REVENUE FRAMEWORK to help you capture more revenue with less effort and at a lower overall cost.
Here’s are the details of the program:
Opportunity Analysis & Strategic Marketing Plan
Strategic planning can form the foundation for tremendous business success. Of course, most strategic plans fail to get fully implemented. That’s often due to a lack of a clearly defined destination.
That’s one reason we couple Strategic Marketing Planning with an Opportunity Analysis. This allows us to identify benchmarks and goals, and build the necessary elements of an overall plan designed to reach them.
During this step, we review several areas of your business, including:
• Your Customer Lifecycle – From how you attract interest to how the relationship is managed and built upon
• Database Management – How you are managing your prospect and client data
• Online Marketing – Current and past online marketing activities
• Offline Marketing – Current and past offline marketing activities
• Website / Apps – How your technology-based assets are positioned to support your marketing
• Financial Data – Your key metrics affecting business health, including pricing modeling, and profitability
The result of the review and analysis in this step is a clearly defined roadmap showing where opportunity exists, defined benchmarks and goals, and the necessary actions required to achieve them.
U.S.P. Discovery
Most advisors never invest time or energy in identifying a Unique Selling Proposition (USP). That’s a big mistake. Because when you have one in place, you can remove waste from your marketing and sales process by targeting better prospects, creating better offers, developing better business alliances, increasing conversion rates, and improving your overall Lifetime Client Value.
The USP Discovery step is a thorough examination of your organization, what you sell and how as well as who buys from you and why. Here, we interview your organization’s leadership, employees, customers, referral partners, and other stakeholders. The goal is to uncover overlooked opportunities for you to drive more revenue with less waste.
For most businesses we work with, this step alone is responsible for being able to drive more cash, more quickly than anything else we do.
Front-End Management
In this step, we develop and implement the tools needed to leverage your USP. These typically include:
• Database / Customer Relationship Management Software (CRM) – Help you set up essential customer database and communication systems using new or existing software
• Marketing / Communication Campaigns – Help you build and deploy campaigns to (re-)engage your current customer list and systems for engaging and following-up with new prospects and contacts
• Lead Magnets – Help identify or guide creation of lead magnets targeting your ideal client (includes up to 4 hours for copy review and design work as needed)
• Short-term Nurture – Work with you to develop a 5-7 email campaign to nurture new prospect relationships and guide them toward a transaction
• Client Attraction Plan – Develop plan for where and how to most effectively attract your ideal client
Offer & Conversion
There’s a big difference between what you sell and how you sell it. Too many advisors overlook the importance of the latter. In this step we work to optimize your selling process in order to convert more of your prospects into buyers by tapping into the things that matter most to them.
This step involves repositioning what you sell by wrapping it inside a compelling offer that enhances its actual and perceived value, and gets your prospects to say “yes” more easily. This includes consideration of how, when, and where the offer is presented, what’s included, and how you charge for what’s being delivered. For advisors currently competing based on price, this step can be a game-changer for driving more sales and higher revenue.
In this step, we’ll also review and optimize your process for making sales happen, onboarding new clients, and collecting paperwork, account transfers, and payment with less friction.
Stick Programming
So much money goes unclaimed by advisors because they don’t have any kind of “stick” program in place. “Stick” programming is designed to keep prospects moving forward until they are ready to engage in business – and to keep your existing clients glued to you, so they’d never consider doing business with anyone else.
There are two major elements in this step:
• Long-term Nurture Program – This is a critical, ongoing activity that keeps both prospects and existing clients glued to your practice. We’ll work with you to develop a program for consistently communicating with your list in a targeted, meaningful, and profitable way.
• Delight & Wow Your Customers – This is the ultimate stick strategy for getting customers to buy more frequently and in larger amounts… not to mention send you referrals. We’ll work with you to identify “Delight & Wow” activities you can institutionalize into your business.
This step is all about identifying and formalizing the right targeted activities that keep your prospects and clients on track and glued to your practice.
Revenue Expansion
You’re probably sitting on a goldmine… you just don’t know how to extract the gold. But if you’ve invested in creating a meaningful “Delight & Wow” program (step 4), that gold’s so much easier to get your hands on.
In this final step, we identify the best places to bring in additional revenue, and work with you to develop and implement activities to do so. The two areas we focus on are:
• More Sales to Current Clients – Together we develop systems to naturally upsell, side-sell, and make new offers to your existing clients.
• Referral Systems – Together, we’ll create and implement a systematic approach to identifying and managing referrals from current clients and allied business partners.
So, what’s your investment for working with us to build these systems?
Well, since every business has different needs, priorities, and complexities, pricing varies. Once we better understand your needs, we’re happy to provide a custom quote. We also offer a performance-based fee structure for qualified advisors. Included in each engagement is a weekly consultation plus ongoing support† during each phase of the process.