Ep 349: Building The Marketing System Around Your Advisor Content To Get Real Marketing Results With Olivia Luper
Sep 5, 2023
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Olivia Luper, Founder of Lexicon Advisor Marketing, shares her three-step marketing strategy for financial advisors. She discusses the power of social media ads, crafting a 7-email sequence, and authentic storytelling. The podcast also covers topics like using paid social media ads, sales emails, engagement rates, building a marketing system, unique challenges faced by financial advisors, and defining success.
A comprehensive marketing strategy for financial advisors involves clarifying their message, creating a marketing funnel, and offering ongoing implementation.
Utilizing social media and paid ads can help financial advisors generate leads by directing prospects to their website and building trust through email nurturing.
Consistently creating and distributing high-quality content helps financial advisors position themselves as experts and build trust with prospects.
Nurturing relationships with prospects through welcome email sequences, newsletters, and sales emails increases the chances of conversion for financial advisors.
Deep dives
Building a Marketing Strategy for Financial Advisors
Olivia Luper, the founder of Lexicon Advisor Marketing, discusses the three-step process to building a marketing strategy for financial advisors. The process involves clarifying the advisor's message and vision, creating an execution plan for a marketing funnel, and providing ongoing implementation of the strategy.
Using Social Media and Paid Ads for Advisor Marketing
Olivia Luper shares how social media and paid social media ads can be utilized to generate leads for financial advisors. The key is to focus on directing prospects to the advisor's website and collecting their email addresses to nurture the relationship over time. By warming up new email contacts with a welcome email sequence, trust can be built, increasing the likelihood of conversion.
The Importance of Content Marketing for Advisor Success
Olivia Luper emphasizes the value of content marketing for financial advisors. She highlights the need for advisors to consistently create and distribute high-quality content that addresses their target audience's pain points and offers valuable solutions. This approach helps advisors position themselves as experts and build trust with prospects.
Nurturing Relationships and Encouraging Prospect Engagement
Olivia Luper stresses the importance of nurturing relationships and staying engaged with prospects. This involves implementing a welcome email sequence and consistently sending valuable content through newsletters and sales emails. By staying top of mind, financial advisors can increase the chances of prospects scheduling a call and ultimately becoming clients.
Importance of Clear Messaging in Marketing
Having a clear and effective message is crucial in marketing to properly communicate and connect with your target audience. It is important to understand the feelings, needs, and pain points of your ideal clients in order to create a message that resonates with them. By focusing on the clients' perspective and addressing their specific concerns, advisors can build trust and establish themselves as experts who can provide valuable solutions.
The Power of a Strong Brand Vision
Having a clear vision for your business and understanding the impact you want to make is essential for successful marketing. By aligning your values, purpose, and business vision, you can craft a compelling message that attracts the right clients who share your values and are drawn to your service. A well-defined brand vision helps differentiate you from competitors and creates a sense of authenticity, allowing clients to feel seen and understood.
The Challenges of Marketing for Financial Advisors
Many financial advisors struggle with marketing because traditional marketing methods often don't work effectively for their industry. Advisors might invest a significant amount of money in marketing strategies that yield little to no results. The key to successful marketing lies in crafting a message that speaks directly to the target audience, addressing their pain points and providing valuable and relevant information. Taking the time to develop a strong message and understanding the unique needs of ideal clients sets the foundation for effective marketing and business growth.
Olivia Luper is the Founder of Lexicon Advisor Marketing, a virtual outsourced digital marketing company that specializes in working with financial advisors to generate a steady flow of prospects. Olivia is unique in that she initially began as a ghostwriter for financial advisors before soon realizing that quality content needed a robust marketing system to truly attract prospects. Consequently, she expanded her firm to offer comprehensive outsourced marketing services, encompassing everything from lead magnets and mailing lists to social media ads and effective email campaigns.
Listen in as Olivia unveils her three-step marketing strategy, emphasizing the importance of clarifying an advisor's message, crafting a comprehensive marketing funnel, and offering hands-on implementation for those who prefer it. We also discuss the power of social media—particularly paid ads—to drive traffic to advisors' websites (and the subsequent nurturing of these leads through a meticulously crafted 7-email sequence), the early challenges that Olivia faced in content creation, and why she believes in the power of authentic storytelling to resonate with ideal clients.
