Top Advisor Marketing
Episode 266 –  How To Help Professionally Successful Women Survive a Divorce –– With Allison Jeffereys

Episode 266 – How To Help Professionally Successful Women Survive a Divorce –– With Allison Jeffereys

October 20, 2020

50% of marriages in the United States end in divorce. With COVID-19 contributing to an abnormal amount of stress in relationships, there will likely be an influx of divorces in the coming future.

In this episode, Matt is joined by Allison Jeffereys, a divorce coach to professionally successful women and the author of “A Woman’s Guide To Surviving Divorce.” 

As a coach who has helped numerous women navigate a divorce, Allison reveals how women handle divorce differently than men. She also shares why divorce is especially painful for professionally successful women and what financial advisors can do to help guide women through this major life event. 

In this episode, you will learn:  

  • Why Allison wrote her book and how it can help advisors better communicate with their female clients
  • Significant differences in how women vs. men make decisions
  • Why divorce often feels like a bigger failure to women with successful careers
  • Advice for women who are in the midst of a divorce
  • How advisors can help women feel secure as they navigate a divorce
  • Why women who are going through a divorce need a community
  • And more!

Tune in now for insight into how professionally successful women experience divorce, so you can help them navigate it with confidence. 

Resources: 

Top Advisor Marketing | Allison Jeffereys’ Website | A Woman’s Guide To Surviving Divorce by Allison Jeffereys | Turning Chaos Into Confidence Handout | Schedule a consultation with Allison Jeffereys

Brought to you by: iris.xyz

Episode 265 – How To Stop Being Involved in Every Aspect of Your Business

Episode 265 – How To Stop Being Involved in Every Aspect of Your Business

October 15, 2020

As Michael E. Gerber, author of The E-Myth Revisited, famously said, “If your business depends on you, you don’t own a business — you have a job. And it’s the worst job in the world because you’re working for a lunatic!”

You’re not creating any long-term equity in your business if you need to be involved in every aspect of your business.

In this episode, Matt and Kirk help you break down opportunities to outsource and not be involved in every part of your business. They give you a new lens to look through –– one that’s worked incredibly well for them. It all starts with dividing your business’s growth into three categories: branding, marketing, and business development.

You will learn:  

  • Top reasons why advisors are resistant to taking their marketing to the next level
  • The argument for investing in marketing that isn’t measurable
  • How much of your budget should be spent on marketing
  • Why it’s becoming more common for advisors to outsource their marketing
  • Reasons to start content marketing now
  • And more!

Tune in to learn how to build a sustainable practice by being less involved! 

Resources:  Top Advisor Marketing | Episode 260: Is Your Digital Marketing Working to Convert Prospects? –– With John Lincoln | Episode 233: Beware of “10X” and “We Fill Your Pipeline” Claims | The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It by Michael E. Gerber

 

Brought to you by: iris.xyz

Episode 264 – How To Become an Author Without Writing a Single Thing –– With Seth Greene

Episode 264 – How To Become an Author Without Writing a Single Thing –– With Seth Greene

October 12, 2020

Books are the ultimate business card. But do you actually want to write a book?

In this episode, Matt is joined by Seth Greene, founder of Market Domination LLC, to explain how advisors can become an author of their own book, all while skipping the demanding and time-consuming writing process.

Seth unpacks Market Domination’s five-step COI method and how his team helps advisors write their own book that generates referrals. He also shares what marketing techniques are making advisors stand out and find prospects during COVID-19 and three marketing missteps to stop doing immediately.

In this episode, you will learn:  

  • How the upcoming U.S. election is impacting cost-per-lead ad spending on Facebook
  • Why LinkedIn campaigns are working better than ever before for Seth’s clients
  • How Seth’s COI system works and who it’s designed for
  • Stories about professionals who’ve successfully used their book to generate referrals
  • Three marketing missteps that advisors should avoid
  • And more!

Tune in now to learn about marketing in the virtual space!

Resources: 

Top Advisor Marketing | Market Domination LLC | Seth Greene on Linkedin

Brought to you by: iris.xyz 

Episode 263 – How to Help Your Client’s Adult Kids Figure Out Their Financial Future –– With Brian Ursu

Episode 263 – How to Help Your Client’s Adult Kids Figure Out Their Financial Future –– With Brian Ursu

October 6, 2020

Millennials and Gen Zs are often left asking themselves, “Now what?” when they’ve received their first big paycheck or a windfall of money.

In this episode, Matt speaks with Brian Ursu, president of Intentional Wealth Advisors and the author of “Now What? A Practical Guide to Figuring Out Your Financial Future.” Recognizing that many people, including those who are just starting out, were never educated in financial planning, this book bridges that gap with practical advice for readers of all ages dealing with fiscal change.

Brian talks about how he wrote the book, who it’s for, and how his clients are using this book as a lifeline for teaching adult kids about money. Brian also explains how family meetings can play a role in positioning you as a family advisor for your clients’ children. 

In this episode, you will learn:  

  • What prompted Brian to write his book 
  • How Brian uses his book in his practice
  • Why adult children are more likely to take financial advice from a book vs. their parents
  • How family advisors can impact their client’s adult children’s financial literacy
  • Ideas for how to organize family meetings
  • Brian’s advice for advisors who want to maintain multigenerational relationships with their clients and their families
  • And more!

Tune in to learn how you can equip the next generation with financial knowledge and become their family advisor. 

Resources: 

Top Advisor Marketing | "Now What? A Practical Guide to Figuring Out Your Financial Future" by Brian Ursu | Brian Ursu on LinkedIn | Intentional Wealth Advisors

Brought to you by: iris.xyz 

Episode 262 - How To Be a Podcast Host That People Adore: Secrets From a Professional Host –– With Aric Johnson

Episode 262 - How To Be a Podcast Host That People Adore: Secrets From a Professional Host –– With Aric Johnson

October 1, 2020

Are you thinking about starting your own podcast? Or, maybe you’re interested in boosting your podcast hosting skills. 

Either way, you’re in for a treat!

Today, Matt speaks with Top Advisor Marketing’s professional podcast host Aric Johnson. Aric reveals what it takes to get listeners excited about your podcast, interviewing techniques that make listeners hang on your every word, how to promote your podcast, and more! 

In this episode, you will learn:

  • Questions to ask yourself before starting a podcast
  • Four exclusive tips on how to instantly become a good podcast host
  • Which interviewing techniques Aric swears by
  • The biggest mistakes that podcast hosts make
  • A new way to introduce yourself to centers of influence and prospects
  • And more!

Tune in to learn how to become a podcast host that your audience adores!

Resources: Top Advisor Marketing | Aric Johnson on LinkedIn

Brought to you by: Iris.xyz

Episode 261 –  How to Use Original Content to Win Ideal Prospects –– With Jeremy Keil

Episode 261 – How to Use Original Content to Win Ideal Prospects –– With Jeremy Keil

September 29, 2020

Imagine having original content that shows your ideal prospects what you do and who you serve. 

Imagine prospects calling you up, ready to work together, because you’ve proven your knowledge –– and in fact, they already like you!

Today, Matt is joined by Jeremy Keil, the owner of Keil Financial Partners and host of the Retirement Revealed With Jeremy Keil podcast.

Jeremy shares how he uses original content to introduce himself to prospects. He also dives into his marketing misses and wins, and how he caught the attention of Harley-Davidson employees at a time when they needed his help the most.

In this episode, you will learn:  

  • The difference between branding and marketing
  • Jeremy’s secret tips for never running out of podcast topics 
  • Marketing missteps that Jeremy wants you to avoid
  • 5 ways to get your content in front of people on Google
  • How Jeremy used content to put himself in front of Harley-Davidson employees
  • And more!

Tune in now to learn easy ways to get in front of ideal prospects with your original content!

Resources:  Top Advisor Marketing | Jeremy Keil on LinkedIn | Keil Financial Partners | Retirement Revealed With Jeremy Keil

Brought to you by: iris.xyz 

Episode 260 – Is Your Digital Marketing Working to Convert Prospects? –– With John Lincoln

Episode 260 – Is Your Digital Marketing Working to Convert Prospects? –– With John Lincoln

September 22, 2020

Do you know how to track the different pieces of your digital marketing strategy? Do you know which marketing tactics are nurturing prospects effectively –– and which tactics could use some tweaking?

In this episode, Matt talks to John Lincoln, CEO of Ignite Visibility, about how to turn your digital marketing strategy into a lead-converting machine. John shares his secrets for converting traffic for less, increasing landing page conversion rates by up to 30%, and getting maximum visibility with a single piece of content. 

In this episode, you will learn:  

  • What two components make digital marketing cohesive and trackable 
  • Which tool will tell you how many leads your content is getting
  • Why setting up remarketing audiences is the future of the internet
  • Four things your landing page must have for you to convert better than your competition
  • How to tweak your landing page to convert traffic for less money
  • How much gross revenue entrepreneurs should spend on marketing
  • And more!

Tune in to learn how to fine-tune your digital marketing for higher conversions!

Resources: 

Top Advisor Marketing | John Lincoln on LinkedIn | Ignite Visibility | Ignite Visibility on YouTube  | Ignite Visibility's landing page (John recommends this format for advisors)

Brought to you by: iris.xyz 

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

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

September 17, 2020

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 258 – RIAs’ Digital Marketing Home Runs During COVID-19 –– With Andrew Healy

Episode 258 – RIAs’ Digital Marketing Home Runs During COVID-19 –– With Andrew Healy

September 15, 2020

Has the transition to relying more on technology during COVID-19 added to an already stressful situation –– or were you already using technology in your practice? 

Today, Matt is joined by returning guest Andrew Healy, co-founder of Water & Wall, a marketing and communications company that works with brands across the financial spectrum. 

Andrew talks about how RIAs who had been hesitant about video conferencing were suddenly forced to dip their toes in the digital pool when COVID-19 hit the U.S. He shares what advisors have done well from a digital-marketing perspective, how they’ve redefined the client experience, and what fundamental aspects of advice-giving had a chance to shine during the early stages of the pandemic.  

In this episode, you will learn:  

  • Ways that RIAs day-to-day work has been impacted by COVID-19
  • How RIAs have adapted to using new technologies
  • What changes advisors have made to their websites during the pandemic
  • 5 questions to ask yourself when choosing what type of content to create
  • How to use your interests to differentiate yourself from other advisors
  • Why Andrew believes that RIAs have done a fantastic job with strengthening existing client relationships
  • And more!

Tune in now to learn how RIAs have managed to adapt with excellence during COVID-19.

Resources:  Top Advisor Marketing | Water & Wall | Andrew Healy on LinkedIn

Brought to you by: iris.xyz

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

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

September 8, 2020

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

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

September 1, 2020

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

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

August 25, 2020

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

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

August 20, 2020

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

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

August 13, 2020

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

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

July 28, 2020

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

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

July 21, 2020

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)

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

July 16, 2020

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

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

July 14, 2020

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

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

July 7, 2020

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 

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