Top Advisor Marketing
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 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 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 

Mini-Series: How to Make Your Videos Way More Authentic –– With Laura Garfield And Sharon Gottula of Idea Decanter - Part 1

Mini-Series: How to Make Your Videos Way More Authentic –– With Laura Garfield And Sharon Gottula of Idea Decanter - Part 1

July 2, 2020

How can advisors become more memorable to clients in a short amount of time? 

In today’s episode of Top Advisor Marketing Podcast, Matt kicks off a three-part mini-series with Laura Garfield and Sharon Gottula of Idea Decanter. In part one, Laura and Sharon explain how to be authentic in your videos, how to keep compliance happy, and video blunders to avoid.

In this episode, you will learn:  

  • What to talk about in your videos (and what to leave out)
  • How to hook your audience in the first 10 seconds of your video
  • Why personal stories are a game-changer for your video content
  • How to make compliant-friendly videos
  • And more!

Tune in to learn from two experts in video creation for financial services!

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 232 – How to Hire the Right People for Your Firm –– With Duane Roberts

Episode 232 – How to Hire the Right People for Your Firm –– With Duane Roberts

May 5, 2020

Why are we talking about hiring on a marketing podcast? Because when advisors hire the right people, they can market that they have a stellar team and focus on doing what they do best. 

In this episode, Matt speaks with Duane Roberts, the COO and CFO of Humans Being Resources, a recruiting firm. Duane explains how his company helps financial advisors find the right hires through My1Hire packages.

In this episode, you will learn:  

  • Why finding candidates outside of your industry is important
  • How COVID-19 has altered the hiring process
  • Key HR resources for advisors
  • What separates Humans Being Resources from other recruiting firms
  • And more!

Tune in now for tips on how to hire the right people!

Resources: 

Top Advisor Marketing | Humans Being Resources | My1Hire | (844) 691-4473

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 229 - Marketing to The Forgotten Generation

Episode 229 - Marketing to The Forgotten Generation

April 16, 2020

Generation Xers are a Financial Advisors’ Dream - so why are they being left out?

In this episode, Kirk and Matt, Gen Xers working in the marketing space for financial advisors, are finally exposing a significant hole in the industry - Marketing to the Forgotten Generation - Generation X! 

Gen Xer’s are the first generation to start figuring out the idea of work-life balance, and more and more of them are entrepreneurs, but no one is marketing to them to help them prepare for retirement.

In this episode, you will learn:

  • What being from Generation X means
  • Why it is essential that advisors start paying attention to Generation X and how can they reach them
  • What do Gen Xers want from a financial advisor
  • And more!

Tune in now to hear the story that no one else is talking about!

Resources:  Top Advisor Marketing 

Brought to you by: iris.xyz

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