LPL Advisors: What Do Good Lead- Generating Websites Look Like?
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In this webinar, Chief Evangelist of FMG, Samantha Russell, discusses: 1. Which advisor website pages are the MOST visited (and therefore are the ones you should focus your lead capture on) 2. What types of lead capture are proven to work best for advisors (with great examples!) 3. Why the design (copy and image) of your call to action is so important, and how to create one that converts
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LPL Advisors: What Do Good Lead- Generating Websites Look Like?
- 1. LPL Advisors: What Do Good Lead- Generating Websites Look Like? 1
- 2. Samantha Russell Chief Evangelist, FMG Connect with Me! @SamanthaTwenty /samanthacrussell srussell@fmgsuite.com 2
- 3. 🛑 STOP asking: "What marketing tactic will work?" 🚦START asking: "What makes my business MARKETABLE in the first place?" 3
- 4. 4 ➡️ Huge gap between client expectations and services rendered 💡 Takeaways: 1️⃣ People want 1 Provider/Point of Contact for everything. 2️⃣ So much marketing opportunity for firms who offer Integrated Services & Partner with other Professionals Source: https://advisorpedia.com/research/expectations- investors-and-advisors-have-differ/
- 5. Over 60% of Investors believe that most financial advisors make the same promises, making it hard to tell the difference between them 5 - BNY | Pershing “Advisor Value Propositions” Report
- 6. First, Start with the Most Visited Website Page: Your Homepage 6
- 7. Before Sending Leads To Your Site, Ask: Does My Website Pass The 5 Second Test?
- 8. Show your website, count to 5, then ask: ● What was the page about? ● What do you remember seeing? ● Who would benefit from this service? ● What action to take next? You Have 5 Seconds To Make a First Impression 8
- 9. ➡️ Copy: Who you are, what you do, who you do it for ➡️ Image: Should reinforce the copy ➡️ UX: Where do you want visitors to click next? Copy + Image + UX 9
- 10. No one reads a website like a book. Use Images, icons and charts to communicate quickly 10
- 11. Write HOW PEOPLE TALK! ➡️ What is the PROBLEM your clients/customers & prospects have? ➡️ What is the SOLUTION you provide to that problem? Copywriting 11
- 12. Examples 12
- 15. 15
- 16. 16
- 17. 17 Allow them to picture themselves getting their problems solved
- 18. 2nd Most Visited Page: Bio/About/Team Page 18
- 19. 19 TIP: ✍️Write Bios in 1st Person!
- 22. 22
- 23. 23
- 24. 3rd Most Visited Page: Get Started/Contact 24
- 25. Calls to Action ➡️ Primary: For those ready to move forward ➡️ Secondary: For those not yet ready to meet with you 97% of website visitors do NOT convert! 25
- 26. For Primary - Use Online Calendar Widget 26
- 27. For Secondary: Make CTAs SUPER specific to your audience 27
- 28. Having a well- defined niche makes this much easier 28
- 29. For highest % Conversions, Make CTAs resonate with your audience 29 ➡️ Explain what someone will learn, or how they’ll benefit from taking action ➡️ Be specific and explicit! An image of what they’ll get can go a long way too
- 30. A Tried and True Way to Drive Leads: Webinars 30
- 31. 31 + + 2022 Study of Best Practices For Financial Advisor Marketing
- 32. 1. Answer questions your clients + prospects have ● Allows people to get to know you ● Video + slides or video only or slides only ● Tools like Zoom make it so easy 2. Bring on other “experts” - expand your reach ● Ask guests to invite their list as well ● Make it easy for guests to share with their network after 3. Create once, repurpose multiple times ● Allow people to watch after “on demand” ● Create clips for social media ● Put replay on Youtube (SEO) Webinars/Virtual Workshops 32 32 Source: https://www.kiwiwealth.co.nz/market-volatility-webinar/ Resource: https://blog.twentyoverten.com/how-to-use-webinars-to-generate-leads-for-your- advisory-business/
- 34. Send THREE emails for optimal performance. Make sure clients know they can share with friends! ● 1 week before ● 1 day before ● 1 hour before What’s the Best Way To Get Registrants? Source: https://danielwaas.com/how-to-increase-webinar-attendance-rates/
- 35. 35 Webinar Topics: What Should you Talk About? Timely Topics ● Pending legislation ● Quarterly Market Recaps Niche-Specific Topics ● Specific to doctors, business owners, etc Evergreen Topics ● Taxes ● Social security/Medicare Source: https://www.jclfg.com/events/social-security-basic-rules-and- claiming-strategies
- 36. FMG Creates Webinar Slides & Assets For You! Source: https://fmgsuite.com/features/events
- 37. Getting a lead is not enough. Most do not NURTURE their leads. 37
- 39. 39 39 Drip Email Marketing FIRST: ● Collect prospect emails on your site THEN: ● Email them over time valuable, educational, TIMELY content that is HELPFUL ● Gets even more effective if you have a niche
- 40. Source: https://go.ycharts.com/how-can-advisors-better-communicate-with-clients 9️⃣ out of 🔟 clients consider their advisors' communication frequency and style when deciding whether to retain their services + make referrals Yet about half (47.1%) of surveyed clients wish their advisor would contact them more frequently
- 41. Source: https://go.ycharts.com/how-can-advisors-better-communicate-with-clients More than 1 in 5 surveyed Americans have switched advisors since 2020 This includes 28.7% of respondents w/ greater than $500,000 under an advisor’s management that made the switch
- 42. ● Mobile App to push out breaking news ● FINRA - reviewed content ● Direct Integration with LPL for easy compliance ● New Do It For Me Program Contact Us: Marketing@fmgsuite.com Overwhelmed? Need Help? We Get it! 42
- 43. LPL Research: Now Available on Marketing Suite Market Outlook Weekly Commentary Midyear Outlook Monthly (Authored or Ghostwritten)
- 44. The most successful marketing is timely and relevant. 44 Source: https://fmgsuite.com/features/marketing-assist/
- 45. Samantha Russell Chief Evangelist, FMG Connect with Me! @SamanthaTwenty /samanthacrussell srussell@fmgsuite.com 45
Notes de l'éditeur
- How do we as an industry remedy this? 🚨👉 Content Marketing 👈🚨 When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you. And psychology tells us that the more we feel like we know someone, the more likely we are to trust them. Content Marketing removes "fear of the unknown" and builds trust. What other tactic can work so well (and at scale!) in this industry?
- October, 2021 example from Sequoia Finacnial - on the Biden Build Back Better Plan
- Alright, let’s start with what the five-second test is. Five second tests are a method of user research that help you measure what information users take away and what impression they get within the first five seconds of viewing a design. In this case, that design is your website. You may ask, why just five seconds? It’s long enough for a good design to communicate your primary message. Right now, there’s a growing trend for website visitors to open many sites at once, so attention to your page is reduced, which makes your design and messaging critical to getting your point across quickly. These tests help you determine if your website visitors' first impressions of your pages are on point. So just to reiterate that point, these tests apply to only the first impressions a visitor gets. These first impressions include answering the questions you see on the slide (read slide), ending with probably the most critical question your page can answer: what action can a visitor take next?
- Let’s jump into a quick example using Beyond Your Exit’s homepage. What does your eye jump to first? They’re instantly addressing a pain point for business owners in their website hero image with big, bold text. And right away they're solving: What the problem is for their customers and prospects: Beyond Your Exit is telling you straight away they're helping business owners transition successfully away from their business. And once they've addressed the problem, they have a big bold call-to-action helping the website visitor taking the next step in the marketing journey.
- Let’s jump into a quick example using Beyond Your Exit’s homepage. What does your eye jump to first? They’re instantly addressing a pain point for business owners in their website hero image with big, bold text. And right away they're solving: What the problem is for their customers and prospects: Beyond Your Exit is telling you straight away they're helping business owners transition successfully away from their business. And once they've addressed the problem, they have a big bold call-to-action helping the website visitor taking the next step in the marketing journey.
- Bob Bob Ricard sells more champagne than any UK restaurant.
- Bob Bob Ricard sells more champagne than any UK restaurant.
- How do we as an industry remedy this? 🚨👉 Content Marketing 👈🚨 When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you. And psychology tells us that the more we feel like we know someone, the more likely we are to trust them. Content Marketing removes "fear of the unknown" and builds trust. What other tactic can work so well (and at scale!) in this industry?
- How do we as an industry remedy this? 🚨👉 Content Marketing 👈🚨 When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you. And psychology tells us that the more we feel like we know someone, the more likely we are to trust them. Content Marketing removes "fear of the unknown" and builds trust. What other tactic can work so well (and at scale!) in this industry?
- Bob Bob Ricard sells more champagne than any UK restaurant.
- October, 2021 example from Sequoia Finacnial - on the Biden Build Back Better Plan
- How do we as an industry remedy this? 🚨👉 Content Marketing 👈🚨 When someone watches your videos, reads your words, and hears you explain things....it immediately helps put them at ease. It makes them feel like they "know" you. And psychology tells us that the more we feel like we know someone, the more likely we are to trust them. Content Marketing removes "fear of the unknown" and builds trust. What other tactic can work so well (and at scale!) in this industry?
- October, 2021 example from Sequoia Finacnial - on the Biden Build Back Better Plan
- 73% of investors like to receive updates from their advisor via email, + up from 66% in the 2019 survey
- Weekly commentary LPL client letter Monthly authored can be automated Global Portfolio strategy Turn out automation - will automatically go out to the list of your choosing Promo Feb 28th: Great deal on website setups CTA: if you are interested in learning more about our services, let us know in the chat and we will help you