Episodes
Tuesday Sep 15, 2020
Tuesday Sep 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
Thursday Sep 10, 2020
Episode 257 – Why It’s Time for Advisors To Replace Selling With Content Marketing
Thursday Sep 10, 2020
Thursday Sep 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
Tuesday Sep 08, 2020
Tuesday Sep 08, 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
Tuesday Sep 01, 2020
Tuesday Sep 01, 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
Tuesday Aug 25, 2020
Tuesday Aug 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
Thursday Aug 20, 2020
Episode 253 - 8 Ways to Gain Competitive Advantage in Your Practice
Thursday Aug 20, 2020
Thursday Aug 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
Thursday Aug 13, 2020
Episode 251 – 4 Ways for Advisors to Increase Prospect Quality Over Quantity
Thursday Aug 13, 2020
Thursday Aug 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
Tuesday Aug 11, 2020
Tuesday Aug 11, 2020
Latino communities are underserved, and many don’t know who to speak with or where to begin talking about their money.
In this episode, Matt speaks with Jannese Torres-Rodriguez, host of the Yo Quiero Dinero podcast about her podcast aimed towards Latinas and women of color. Jannese explains how talking about your money in Latino communities is often considered taboo, and how she approaches breaking down that barrier.
In this episode, you will learn:
- How Jannese started having more conversations about money in Latino communities, and why she started her podcast
- Why Jannese chooses to lead by example and be transparent when talking about money
- Where the idea of money being ‘taboo’ in first-gen Latino families comes from
- How you can use social media to create a strong community outside of your podcast
- Advice for financial services professionals working with women of color
- And more!
Tune in now to learn about how financial services professionals can better serve Latino communities!
Resources:
Top Advisor Marketing | Yo Quiero Dinero Podcast | Info@yoquierodineropodcast.com
Brought to you by: iris.xyz
Tuesday Jul 28, 2020
Tuesday Jul 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
Tuesday Jul 21, 2020
Tuesday Jul 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
Thursday Jul 16, 2020
Episode 246 – How to Fill Your Webinars With Fans (Instead of Skeptics)
Thursday Jul 16, 2020
Thursday Jul 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:
Brought to you by: iris.xyz
Tuesday Jul 14, 2020
Tuesday Jul 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
Tuesday Jul 07, 2020
Tuesday Jul 07, 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
Thursday Jul 02, 2020
Thursday Jul 02, 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
Thursday Jul 02, 2020
Thursday Jul 02, 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
Thursday Jul 02, 2020
Thursday Jul 02, 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
Tuesday Jun 23, 2020
Episode 242 – PR Hacks for Every Financial Advisor –– With Marie Swift
Tuesday Jun 23, 2020
Tuesday Jun 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
Thursday Jun 18, 2020
Episode 241 – How to Go From Bad to Good to Great Marketing
Thursday Jun 18, 2020
Thursday Jun 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
Tuesday Jun 16, 2020
Episode 240 – What Will Your Comeback Story Be? –– With Bob DiMeo
Tuesday Jun 16, 2020
Tuesday Jun 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
Thursday May 07, 2020
Episode 233 - Beware of “10X” and “We Fill Your Pipeline” Claims
Thursday May 07, 2020
Thursday May 07, 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