The podcast discusses marketing pain points for financial advisors and provides insights into website conversion, social media content engagement, and email marketing. It highlights the importance of a good sales funnel process and documenting marketing strategies. The strategy of educating perfect clients through established platforms like podcasts is explored, along with the impact of making an extra effort in job searches and being open to new opportunities.
Understanding where a marketing strategy fits in the funnel helps set expectations and evaluate its effectiveness.
Educating target audience through established platforms, such as podcasts, blogs, and webinars, is a high impact and low resource requirement strategy that covers both the top and middle of the marketing funnel.
Deep dives
The Importance of Understanding Marketing Funnel
Before pursuing any marketing strategy, it is crucial to determine where it fits in the marketing funnel. The marketing funnel consists of three layers: top, middle, and bottom. Top of funnel activities build awareness, while middle of funnel activities focus on building trust. Bottom of funnel activities aim to convert potential clients into actual clients. Understanding where a strategy fits in the funnel helps set proper expectations and evaluate its effectiveness.
Education-Based Marketing on Established Platforms
One marketing strategy with high impact and low resource requirement is educating your target audience through established platforms. This includes being a guest on podcasts, writing for established blogs, or hosting webinars for established organizations. To find success in this strategy, advisors should specialize in one area, choose one platform where their ideal clients are, have a clear message and call to action, and build authentic relationships with platform owners. This approach covers both the top and middle of the marketing funnel, providing visibility, showcasing expertise, and moving potential clients towards the bottom of the funnel.
The Power of Personalized Effort in Job Search
When searching for a job, it is essential to go beyond generic approaches and put in personalized effort. Rather than sending the same canned messages, aspiring advisors should research firms, read their content, and make personal connections. This can involve visiting firms in person, calling to introduce oneself, and providing specific compliments or insights about the firm's work. Going the extra mile and creating unique presentations or envelopes can also make a lasting impression. By demonstrating genuine interest and effort, aspiring advisors can differentiate themselves and increase their chances of finding their dream job.