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

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

September 10, 2020

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

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 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 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 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 

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

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

July 2, 2020

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

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

July 2, 2020

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 

Episode 242 – PR Hacks for Every Financial Advisor –– With Marie Swift

Episode 242 – PR Hacks for Every Financial Advisor –– With Marie Swift

June 23, 2020

Do you know to think like a journalist in order to get your expertise published?

In this episode, Matt talks to Marie Swift, president and CEO of Impact Communications, about PR hacks that advisors can use right away. Marie also explains why now is the time for advisors to be bolder with their client communications, COI interactions, online visibility, and content-driven marketing.

In this episode, you will learn:  

  • How Impact Communications helps advisors with public relations
  • Why Marie encourages advisors to cross-market –– and ideas for who to work with
  • How to think like a journalist to get your content published
  • How to become more discoverable to journalists
  • Why authority and credibility marketing is working well for advisors
  • And more!

Tune in now for PR tips that every advisor needs to know.

Resources: Top Advisor Marketing | Impact Communications  | Marie Swift on LinkedIn | Marie Swift’s Blog | News Page  

Brought to you by: iris.xyz 

Episode 241 – How to Go From Bad to Good to Great Marketing

Episode 241 – How to Go From Bad to Good to Great Marketing

June 18, 2020

Do your marketing tactics strengthen your credibility? Or is it possible that your tactics are actually damaging your reputation and costing you time, money, and opportunities?

In this episode, Matt and Kirk walk you through examples of bad, good, and great advisor marketing. You will learn how to fix bad marketing and become endearing to the people you want to serve. 

In this episode, you will learn:  

  • What bad, good, and great marketing looks like 
  • How to shift from bad marketing to great marketing
  • The difference between marketing and sales
  • Ways to endear your audience to you
  • Seven ways to make a better effort with your marketing
  • And more!

Listen now and learn how to take your marketing from bad to good to great!

Resources: 

Top Advisor Marketing | Good VS. Bad Advisor Marketing: Tactics to Stop and Start Doing Immediately

 

Brought to you by: iris.xyz 

Episode 240 – What Will Your Comeback Story Be? –– With Bob DiMeo

Episode 240 – What Will Your Comeback Story Be? –– With Bob DiMeo

June 16, 2020

As an advisor, what will your comeback story look like at the end of the pandemic? How are you going to do things differently, become more helpful to clients, and more aligned with what’s important to you?

In this episode, Matt talks to returning guest Bob DiMeo, CEO of DiMeo Schneider. They discuss business actions for advisors to take now that the initial shock of COVID-19 is lessening and how to pinpoint your firm’s purpose and future success efforts. 

In this episode, you will learn:  

  • How to add future success efforts into your work
  • The story of Southwest Airline’s innovation that led to 47 years of profits
  • Questions to help you double down on your firm’s purpose
  • About the Financial Advisor Pulse Survey conducted by DiMeo Schneider 
  • And more!

Tune in now to start working on your comeback story!

Resources: 

Top Advisor Marketing | DiMeo Schneider & Associates | Outsourced Research Solution  | Participate in the Financial Advisor Pulse Survey: ctischer@dimeoschneider.com | Bob DiMeo on LinkedIn 

Brought to you by: iris.xyz 

Episode 233 - Beware of “10X” and “We Fill Your Pipeline” Claims

Episode 233 - Beware of “10X” and “We Fill Your Pipeline” Claims

May 7, 2020

If a marketing expert promises you results that seem too good to be true, it probably is. 

In this episode, Matt and Kirk discuss why they believe it’s irresponsible for “marketing gurus” and “lead-generation experts” to claim that they can fill financial advisors’ pipelines and get them 10X the results. They also talk about what advisors have to gain by shifting away from a “quick win” marketing mindset.

In this episode, you will learn:

  • Why the promise of 10X and filling your pipeline is problematic
  • How to validate these promises
  • Why silver marketing bullet is not a sustainable pursuit
  • What to do if you’re approached by aggressive marketers that trying to sell you short-term success
  • And more!

Tune in now to consider a new way to think about quick-win promises from marketers. 

Resources:  Top Advisor Marketing | Kirk's LinkedIn post | Death By Referrals

 

Brought to you by: iris.xyz 

Episode 231 – Transparency Wave — With Paul Pagnato

Episode 231 – Transparency Wave — With Paul Pagnato

April 28, 2020

Transparency changes everything for advisors. Being transparent means communicating all aspects of your business.

In this episode, Matt speaks with Paul Pagnato, CEO of PagnatoKarp. Paul shares the importance of being transparent in the finance industry, how trust and transparency go hand in hand, and he discusses his book, “Transparency Wave.”

In this episode, you will learn:  

  • How to use transparency to differentiate yourself in the industry
  • The six Ts of transparency
  • The importance of building trust with clients 
  • How to scale credibility
  • And more!

Tune in to learn all about transparency!

Resources  Top Advisor Marketing | PagnatoKarp | Transparency Wave   

Brought to you by: Iris.xyz

Episode 228: Building Your Business to Run Without You - With Erin Botsford

Episode 228: Building Your Business to Run Without You - With Erin Botsford

April 14, 2020

Advisors, like all entrepreneurs, want to build a successful business, serve more people, make more money, and hopefully one-day have the freedom to enjoy it. If you go on vacation, do you worry if the business will suffer, or are you secure in the fact that you have empowered your team to carry on without you?

Today, Matt speaks with Erin Botsford, a financial advisor who retired at the top of her game as a Barrons top 100 producer, now Erin helps other advisors achieve the same success she had. Erin is here today to share her story of where she began, her struggles, and her accomplishments.

In this episode, you will learn:

  • How Erin’s determination to succeed ultimately has led her to financial freedom
  • Why it is crucial to build your team for success
  • Staying top of mind is vital - how to use social media platforms effectively
  • And more!

Listen in and learn the importance of truly becoming a business owner.

Resources:

Top Advisor Marketing | Erin BotsfordElite Advisor | Use code "MATT" to receive half off

Brought to you by: Iris.xyz

Episode 227: Advisors Need to Market Themselves Better — With Kurt Ohlson

Episode 227: Advisors Need to Market Themselves Better — With Kurt Ohlson

April 7, 2020

Are you struggling to bring in new clients or even prospects? The answer to all your woes is marketing! But do you know how to market effectively and efficiently to get noticed by your ideal client? 

 

Today, Matt speaks with Kurt Ohlson, financial services professional, coach, and consultant about what advisors are not taking advantage of and what they could and should be doing to build their book of business. They also discuss the importance of insurance and whether or not you need a broker-dealer anymore.

 

In this episode, you will learn:

 

  • Why it is essential to own your webpage
  • How to get your name to the top of that google search
  • What is commonality and how to use it to your advantage
  • How to leave the broker-dealer world and become your own RA
  • And more!

 

Listen in and take control of your business and be the one to make things happen!

 

Resources:

 

Top Advisor Marketing | Kurt Ohlson LI | Kurt Ohlson FB | ECA Marketing

 

Brought to you by: Iris.xyz

Special Episode: Going on The Offensive — With Coach Joe Lukacs

Special Episode: Going on The Offensive — With Coach Joe Lukacs

April 1, 2020

Being proactive and taking action, especially during difficult times, can be just what you need to help your business grow. How can you make the determination to play offence and be part of the 20 percent of people finding business development opportunities right now?

In this episode, Kirk continues his conversation with Coach Joe Lukacs. With over 26 years of experience coaching financial advisors, Coach Joe shares his knowledge on the strategies you can use to truly influence others and achieve success in your practice during trying times.

In this episode, you will learn:

  • How to influence your network by offering certainty 
  • Why you should focus on selling a conversation
  • How to create messages that spark more conversations on LinkedIn 
  • And more!

Tune in now and make the decision to play offense by being a leader when people need one the most!

Resources:  Top Advisor Marketing | Coach Joe LI | Magellan Mastermind & Network | Special Episode With Joe Lukacs 

Brought to you by: Iris.xyz

Episode 225:  Embrace AI and Prosper— With DJ Sebastian

Episode 225: Embrace AI and Prosper— With DJ Sebastian

March 31, 2020

Spending more time being face to face building a relationship with your client will benefit your practice more than sitting behind the desk drafting mailers.

In this episode, Matt speaks with DJ Sebastian, a top-performing sales executive in the world of cutting edge technology.  DJ’s mission as an author and coach is to help sales professionals develop the skills they need and utilize these new technologies so they can achieve greater success.  

In this episode, you will learn:

  • What is Artificial Intelligence today
  • The shift in what humans do physically and mentally in the workplace - and how it affects the workforce
  • Proactive Advisor - why you should become one
  • How top advisors can leverage AI technologies in their marketing activities
  • And more!

Listen in and be inspired to read the book The Selling Revolution – Prospering in the New World of Artificial Intelligence, which takes a unique look at how the convergence of these technologies combined with social communications trends and management imperatives will revolutionize the future sales profession. 

Resources:  Top Advisor Marketing | DJ Sebastian Email | Top 10 Tips | The Selling Revolution – Prospering in the New World of Artificial Intelligence

Brought to you by: Iris.xyz 

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