The Intersection of Digital Marketing and Financial Advice with Robert Sofia

Feb 22, 2022

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There are many things that go into a successful financial planning firm. One of the most important is marketing. Financial planners are good at connecting with people and helping them achieve their financial goals, but they're usually not great at marketing themselves. When marketing becomes a barrier to growing a financial advisory business, how can financial planners stand out, gain more clients, and scale their companies?

In today’s episode, Jack talks with Robert Sofia, Founder, Chairman, and CEO of Snappy Kraken, a company that helps financial advisors personalize, automate, and track marketing campaigns and business processes.

During the past decade, Robert has supported thousands of companies across the spectrum of financial services. At Snappy Kraken, he is responsible for the company's overall strategic direction.

Robert talks with Jack about the key factors that drive growth, how to build a brand that stands out in the marketplace, and what financial advisors really need to build meaningful relationships and grow their businesses.

Key Takeaways

[1:06] - What motivated Robert to establish a marketing firm for financial advisors.
[3:03] - How Snappy Kraken enables advisors to create meaningful relationships.
[6:55] - What it means to “market like the greatest brands in the world”.
[9:08] - What it takes to build a strong brand.
[12:35] - How to stand out in the marketplace.
[18:23] - How Robert helps companies focus on what really matters.
[21:45] - The key factors that drive growth.
[25:10] - Robert's three key takeaways.
[26:54] - What interests Robert outside of his professional career.

Quotes

[1:25] - "The financial advice industry was really behind on marketing. And financial planners, they're amazing at connecting with people. They're amazing at all the financial planning components, but they're usually not great at marketing." - Robert Sofia

[3:22] - "A lot of people talk about digital marketing tactics and strategies. I don't think that's what advisors need to hear. I don't think that's what the enterprises that support advisors need to talk about. I think what advisors really need, is they need help with scaling meaningful relationships." - Robert Sofia

[7:16] - "Branding is very powerful. When you get to the point where you are known and identified for something and recognized as a leader, it starts to have a compounding effect. It really attracts all kinds of opportunities to you." - Robert Sofia

[25:10] - "If you really want to get results from your marketing, start getting comfortable with being uncomfortable. If it makes you really comfortable, it's probably not good enough, it's probably not bold enough, it's probably not edgy enough, and it's probably not going to work." - Robert Sofia

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