Financial Advisor Training - Using Facebook & Linked In To Get Leads

Financial Advisor Training - Using Facebook & Linked In To Get
Leads
By: Jason Hornung – President
Jason Hornung Agency, Inc.

Below you will find the transcript of a financial advisor training session I conducted with my
client Robert Eldridge out of Las Vegas.

He's in the process of just launching his initial marketing campaign to test out the offer he
created to generate cash value life insurance leads online using my Agent's Lead Machine
system.

If you are considering building out your own lead funnels online, this insurance training is
crucial to your success.

You can get the same financial advisor training through my program and my direct help just like
Robert does.

All you have to do is click the link below and enroll on the next page:

Enroll in Agent's Lead Machine here.

Jason: All right, cool. So what do you want to talk about today?

Robert: Obviously the Facebook stuff.

Jason: Okay.

Robert: I just started like a day-and-a-half ago, two days ago. And I want to kind of give you
what I’m looking at right now.

Jason: Okay.

Robert: So let me know what you want me to read off, I logged in the back of Facebook.

Jason: Sure. Well, why don’t you tell me what you’re getting for clicks and your cost per click.

Robert: Okay.

Jason: And kind of what your conversion rate, or your, yeah, your click-through rate is?

Robert: Okay. Right now I’ve got 93 clicks.

Jason: Okay.

Robert: The click-through rate is .024.
©2012 Jason Hornung Agency, Inc. – All Rights Reserved
http://lifeinsurancemarketing.info

Jason: Okay.

Robert: And I spent $98.47, which comes out to $1.06 per click.

Jason: Okay. And how many people have you had opt in on your squeeze page?

Robert: None.

Jason: What did you say?

Robert: None. Zero.

Jason: None. Zero. Okay. All right.

Robert: Now, that could be a **** too, but, I don’t know.

** Financial advisor training note **

It is NOT uncommon to have little to no results on your initial test, especially when you are
putting out a brand new offer like Robert did.

93 clicks is also not enough data to have a statistically valid test either.

Jason: No, that’s, you know, that certainly isn’t out of the realm of possibility. Did you set up
the Google analytics on your account?

Robert: No, I haven’t done that.

Jason: Okay.

Robert: Let me just grab a piece of paper here. Okay. All right. So just type in Google
analytics and then put in the capture, squeeze page URL?

Jason: Well, so first off, you want to pause that ad that you’re running right now, pause your
campaign.

Robert: All right, I’m pausing it right, I just did it, okay.

Jason: Yeah, you should’ve had at least, you know, at least one person opt in by now. I mean,
you know, you’re looking for, you know, at minimum you want to have a 10% opt-in rate, and
even at that, even at that level, you know, the economics aren’t going to really make sense on the
campaign. The campaign’s not performing in the way that you want it right now.

Robert: Right, right.


Jason: So what we need to, the reason I asked about the Google analytics is because we need to
understand what people are doing when they hit their page, so you can strategically decide what
you’re going to do to enhance that conversion and get people to start opting in.

Robert: Okay.

Jason: So what you’ll have to do is actually set up a Google analytics account, so if you just
Google ―Google analytics,‖ you can set up an account for free. If you already have like a Google
profile on a Gmail account or any email, you can just log in with that and it’ll create the account.

Robert: Okay.

Jason: And just walk through the steps with putting in your domain. Once you have that set up,
what you need to do is go into the back end of the Wordpress site we put up for you.

Robert: Okay.

Jason: And on the left-hand side, there’s a link for plugins.

Robert: All right, hold on, Wordpress, okay, plugins, okay, yeah. Plugins, yep.

Jason: And you want to do ―add new.‖

Robert: Okay.

Jason: And then search for one called ―Google Analyticator.‖

Robert: Google Analyticator?

Jason: Yeah, it’s a free plugin. And, you know, upload and install that plugin and then activate
it. And then from your Google analytics account in the admin area, there’s a link for tracking
code, and they show you how, I mean, when you upload the plugin, it’ll tell you step-by-step
how you get this tracking code. So once you have the plugin installed and your account set up,
you just grab this, you just copy and paste this little piece of tracking code into a specific spot on
the plugin where they’ll show you where to put it. I mean, it sounds complicated, but it’s
actually really easy.

Robert: Okay.

Jason: And when you do that, what it’ll do is it will install Google analytics across your entire
site. And then you’ll be able to log in on your Google analytics account and you’ll be able to see
really important data, like how long people are staying on your site and, you know, what pages
they’re leaving from and stuff like that.

Robert: Okay.


Jason: So what you’re trying to ascertain is, you know, how long are people, when they hit that
page, how long are they staying on there? Are they watching your whole video, you know?

Robert: Yeah.


It is absolutely imperative with online marketing (or any marketing for that matter) to have
systems in place for tracking and analyzing your campaigns.

Otherwise, you have no idea why things are/are not working and what you can do to change or
improve that.

The beauty about online marketing is you can easily get more information than any other
marketing medium - and you can use free systems to do that!

Jason: Because if they’re staying **** time to watch the whole video, then what it’s telling you
is the offer isn’t strong enough for them to give you their email address.

Robert: Okay.

Jason: So then you need to adjust your offer. If they’re hitting the page and they’re bouncing off
in like a few seconds and not even staying long enough for your video, then your video’s not
engaging enough.

Robert: Okay. That’s probably what it is.

Jason: Another thing you might want to try to is, we got to probably test, I think we have the
video on auto play right now, I don’t know if, when you hit the page, does the video start playing
immediately? I forget.

Robert: I can tell you right now.

Jason: Yeah, here I got—

Robert: It does.

Jason: Okay. On mine you got to hit the play button.

Robert: Oh, really?

Jason: Yeah.

Robert: Because when I did it, it just started, okay. That’s weird.

Jason: Let me re-try that. Yeah, I refreshed it.


Robert: That’s weird, because when I do it, I’ve done it from a couple different computers I was
working on, and it starts every time I do it, it plays.

Jason: Oh, you know what? I’m on the home page, that’s why.

Robert: Yeah, it’s /Will You Retire with the hyphens in.

Jason: Yeah, I forgot about that. Okay, yep. All right. So you may want to test changing that
out so that it’s not on auto play, too.

Robert: Okay. So how do I do that.

Jason: Yeah, that’s going to be in the code. When you’re in the back end of Wordpress, if you
go onto this page, and in the editor, if you click on the HTML tab, you’ll be able to view the
YouTube embed code that’s in there.

Robert: Okay.

Jason: And there’s a command prompt that we inserted into the code where it’s after the video
URL it has an ―and‖ symbol and then it says, ―auto play‖ next to it?

Robert: Oh, okay. Okay.

Jason: If you remove that command prompt, it’ll turn the auto play off. It gets put in two
different places within that embed code, so you got to remove it from both places.

Robert: So I would **** the whole auto, the command and the auto play code?

Jason: Yeah. So it’ll be within quotation marks, so it’ll say quotation, an ―and‖ symbol, and
then auto play, quotation.

Robert: Okay.

Jason: Just remove that whole command prompt, which would be the quotation marks and all
that text inside of it.

Robert: Okay.

Jason: And it’s in two spots you have to remove it from.

Robert: Okay.

Jason: A lot of people on Facebook, you know, what’s happening is they’re looking at it at
work, and so sometimes the auto play, if it comes on, it’ll freak them out and they’ll pop off your
page right away.



You have to understand the mindset of the person you are advertising to on a specific medium.
For example:

The way people react on Facebook is going to be completely different than when they are doing
a Google search.

Robert: Oh, yeah, okay. Okay.

Jason: That’s something to test out, too.

Robert: Yeah, I’ll definitely test that out. All right. So the first thing to do when I get back this
afternoon, go to Google analytics, set up an account, and then go into Wordpress, go into
Wordpress and search Wordpress for the Google Analyticator, and then get that tracking code
from Google analytics, insert it into that, on that, yeah. Yeah, okay.

Jason: Yep. Yep, you got it.

Robert: All right, cool. Well, yeah, I’ll see if it works, but I was just, it’s been kind of crazy,
I’m like, man, you know? But, you’re right, there’s just so many ways to test this thing and at
the end of the day I might have to start over, you know, it’s like, ―Ah!‖ But that’s cool.

You know what I did is I actually added, before we even started, I went through a lot of my
YouTube videos and I added that URL on it and I actually got a couple people from my
YouTube videos that subscribed.

Jason: Oh, okay.

Robert: So that’s kind of cool.

Jason: Cool.

Robert: Yeah, yeah. You know, like reinvent the wheel. And what’s funny is on my annuity
website, even on my YouTube videos, the top ten videos on my YouTube videos, six of them are
life insurance. So, you know, I’m sitting there going, okay, if this doesn’t tell me I’m headed in
the right direction, I don’t know what is. I spent two-and-a-half years building out my annuity
stuff, but then my life insurance stuff on that website is outperforming. So I went through every
single account and I added the URL to my YouTube videos in the description, and I’ve got two
people that signed up. Yeah, that’s pretty cool. And that was absolutely free.

Jason: Well, you know, another thing, too, I would’ve expected that you would have had about
10 opt-ins to your list out of those 100 clicks, and that’s why, you know, since you haven’t, I’m
suggesting you look at this stuff.
So what you’re going to need to do is reopen the campaign once you have the analytics stuff


attached and probably let it run for another 100 clicks or so and see what you’re getting for that
data.

Robert: Okay.

Jason: Because another weird phenomenon when you’re doing paid media and stuff like this is,
you’ll see different results when you have a larger set of data to look at. Because when people
will start seeing a new offer for the first time, you know, they’ll see your ad, they’ll click on it,
they’ll check it out, but what ends up happening is, you know, people will opt-in if they keep
seeing the ad, they’ll come back, and they’ll end up opting in.

Robert: Yeah.

Jason: So your data will change.

Robert: Right, right, okay. Just like the newspaper ads for businesses, you know?

Jason: Yep.

Robert: It’s like, ―Oh, I’ve been in there for years, you know, and that’s why I’m here.‖ Oh,
okay. Okay.

Jason: And that’s the real danger in making assumption based off of low amounts of data,
because I know you got to balance that whole thing of, ―Well, crap, I spent 100 bucks, I haven’t
gotten anything yet,‖ against, you know, it’s still really not enough data to make any assumptions
for certain on, you know, what’s wrong with the whole funnel yet, if there is anything wrong.
Because, I mean, we don’t even know, I mean, if you ran it for 1,000 clicks exactly the way it is,
you could end up having, you could still end up having 250 people opt in. And I think you’d
consider that to be a pretty big success.

Robert: Well, yeah, exactly. I mean, like I said, I mean, I need to hook up the analytics anyway
and change the YouTube thing which after that it’s just, you know, maybe my offer’s not strong
enough after that.

Jason: Correct.

Robert: Yeah, so basically you’re just saying to tweak it a little bit, get some more data, tweak it
again, keep tweaking it, and then hopefully it works. Yeah. I wasn’t expecting, personally, I
wasn’t expecting a whole lot to begin with because I figured, you know, I’d have to tweak it
somehow, so. No worries. Okay.


This is really the secret to making online marketing work. Test, tweak, refine. It's a continual
process. If your expectation is to put something up and have it work like gangbusters right away,
you are in for a serious heartbreak.


That's why you're frustrated with every marketing system you've tried or used that isn't just
buying a lead. Because this testing, tweaking and refining process applies across every
marketing medium.

Jason: Yep. So we’ll get it for you and that’s really the thing, is getting, it’s just, you know, you
got to stick with it and get that offer to work and once it works, I mean, it’s just set it and forget
it basically.

Robert: Yeah, that’s what I’m looking for. And I got a guy in Charlotte and one in Dallas that
I’m going to, once this works, I’m going to start advertising in those areas for these guys, and
just make them partners.

Jason: Cool.

Robert: Yeah, and just make them partners. They’re pretty happy. I’m like, ―Well, let me just
tweak it to the next month or so, then I’m going to learn more traffic ideas anyway,‖ so, you
know, I’m going to have a lot of stuff I’m going to be learning in the next couple months.

Jason: Do you do anything on LinkedIn at all?

Robert: No. No, not really.

Jason: Okay. I haven’t done any advertising on LinkedIn or Google. I’m just, just like
everybody else, I’ve done Facebook a little bit, but I understand, to me, Facebook’s probably
more of like the base in my mind, because I can target market my local area. And then all the
other different ways to get leads that you’ll probably end up showing me down the road, you
know, I understand now, you know, I need to get my feet wet with this.

Jason: Absolutely.

Robert: And so, like I said—

Jason: The reason I ask is I’ve been tinkering around with doing some stuff that you can do for
free on LinkedIn.

Robert: Okay.

Jason: That’s been working really well for getting out offers.

Robert: Oh, wow.

Jason: Yeah, and what I’ve been finding, too, is I get better conversion with people on LinkedIn
because business owners are more serious and they’re easier to, you know, do business with
online than consumers are. You know, like more business-minded professional people.

Robert: Yeah, yeah.


Jason: So if that’s something you wanted to try, you know, sending traffic through that method
instead of picking back up the Facebook campaign to, you know, see if you are getting opt-ins,
you know, if the offer’s working, it might make more sense than, you know, dumping a bunch of
money in on Facebook to find that out.

Robert: Yeah. I’m definitely open to it. The nice thing is since I got you, I don’t have to do a
lot of the guesswork. So if that’s what you’re saying, I’m all on board, because it’s not just me,
you know, doing something on my own, you know what I mean? So if that’s what you’re
saying, you know, shoot me an email or whatever, I should start doing that in the next couple
days and I’ll get that up and running.

Jason: Okay. Okay.


If you can find different avenues to test your offer in mediums that don't cost money for the
traffic, that is always best.

Robert: And either way, I still got to add the analytics and change a couple things on this
Facebook stuff anyway. So it doesn’t matter, I still got to do that regardless of which way I go. I
might even do a combination of both, who knows, you know? I mean, **** today, I’m open to
all opportunities to get people to opt in.

Jason: Yeah. The only drawback to the LinkedIn one is, you know, you can’t geotarget it. But
basically how it works is you build a LinkedIn profile and then you go and join as many groups
as you possibly—because they have these groups of people that are on there. And you go and
you join all of these groups that are related to the market that you’re going after and then you just
make a posting in that group each day that has something relevant that they’re interested in, and
then you have a link that goes over to your site.

Robert: Oh, so you like a whole new profile.

Jason: Yeah, so you just put your own, your own LinkedIn profile, right? If you don’t have one
already.

Robert: Yeah, I have one already, but you’re **** a separate one on this one, right?

Jason: No. No, just use your existing profile.

Robert: Oh, okay.

Jason: Yeah, and you just go in there and you join a bunch of groups for, you know, the market
you’re going after. So, for example, when I, you can do like a search on groups on keywords,
and so I just did a search on insurance and there’s, I mean, there’s all kinds of insurance groups,
there’s like groups for people selling insurance, leads on LinkedIn, I mean, there’s insurance
agent groups, there’s all these people that meet my target market. And so I just signed up for all


those groups and then I have a virtual assistant doing this, but he goes in there each day, because
once a week I write five postings for him to put on there where I’ve got some kind of unique,
interesting thing that’s related to my offer. And I have him go in and post those, those things
daily on each of the groups. It takes him about 30 minutes to do it, but we get anywhere from 70
to 150 visitors a day to our website with that method. And it’s all free.

Robert: So I wonder what group I should, I mean, from a retail perspective, I wonder which
groups I should join. Obviously it’s not insurance agents, you know?

Jason: Well, I mean, if there’s like a certain kind of business owner that you work well with that
you’d want to go after, that’s one easy way to get it. If there’s, you know, look at the people that
you’ve done business with and you’ll find some commonalities. Like there’s crazy groups in
there, like there’s one for people in California that enjoy stand-up paddle boarding. You know?
Like maybe you’ll find that a lot of your clients really enjoy paddle boarding or hiking or, you
know, maybe they’re dirt bike riders. And, you know, there’s all kinds of different groups like
that that you can join and show some affinity to them and get them to come over to your site.

Robert: Right. Okay. Well, I tell you what, I’ll work on this other stuff, if I get caught up in
anything kind of crazy, I’ll just email you and let you know, ―Okay, where’s this code again, you
know?‖

Jason: Okay.

Robert: Because I’ll have to get that set up.

Jason: Right.

Robert: And then once that’s set up, in the meantime, I’ll start looking today and tomorrow and
the different groups. Because I belong to a ton of groups on LinkedIn and a lot of them, well,
not so much any more, but they used to be insurance related when I was a wholesaler. And right
now, it’s not that, so it’s mostly just retail stuff. So I’ve kind of switched my groups around.
But let me see how many groups I’m in. Yeah, medical professionals, corporate lawyer network,
cosmopolitan connections, European jobs, yeah, a lot of insurance groups. I think I’m going to
get rid of a lot of the insurance groups. Las Vegas networking, Mustang enthusiasts, New York
Yankees fan club.

Jason: Yeah! I mean, those are all groups that you could post that stuff to. I mean, especially
the ones where they’re interested in something that is expensive, because you know they got
money and they’re interested in this kind of stuff that you’re promoting.

Robert: Yeah, yeah. Okay. Well, yeah, I’ll start going through that kind of figuring out—I’m
going to try to find some local business groups, I think, see where that takes me.

Jason: Okay. Cool.


Robert: So, all right, so, man, I appreciate your time today, and then like you said, I’ll start
working on this on the next day or so, and if I get stuck, I’ll just simply email you, maybe you
can, you know, help me out.

Jason: Perfect.

Robert: And then I’ll start with looking at these groups and redo those Facebook ones. I’m still
going to go with Facebook, too, I just, because I want to make sure it’s working anyway.

Jason: Yeah, absolutely. I just wanted to throw that out, this LinkedIn thing, out there for you
since it’s been working really well for me and it’s a way to kind of get stuff going without
having to spend a whole bunch of money.

Robert: Right, right. All right, bud, I appreciate it, thank you so much. You have a good day!

Jason: Cool, thanks. You, too, Robert.

Robert: All right, Jas, bye-bye.

Jason: All right, bye-bye.

I hope you enjoyed this financial advisor training session with my client Robert Eldridge.

I'm sure you can see that insurance marketing online is a process and that it's hard to accomplish
that process successfully on your own.

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