Top Advisor Marketing Podcast

Major social media platforms have been quick to release features that help people adapt to working from home and avoid misinformation during COVID-19. In addition to being helpful during a stressful time, these new features could make advisor marketing easier. Today, Matt talks to Julia Ritchie of Top Advisor Marketing about the updates that Facebook, LinkedIn, and Twitter launched during the early stages of COVID-19. They walk you through each new feature and explore how advisors can use them to their marketing advantage. In this episode, you will learn: How Facebook is keeping users informed during COVID-19 About Facebook’s new virtual meeting capabilities How each platform is combating the spread of misinformation What email-inspired feature LinkedIn rolled out for premium users What new LinkedIn feature offers an easy alternative to webinars What new Twitter feature can help advisors be more present on this platform without taking extra time And more! Tune in now to learn about new features on Facebook, LinkedIn, Twitter! Resources: Top Advisor Marketing | Julia Ritchie on LinkedIn | Blog: What’s New on Social Media (Q2) | Full Report: What’s New on Social Media (Q2) Brought to you by: iris.xyz

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

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

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

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

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

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

The LGBTQ+ community is still heavily underserved by financial advisors. Are you aware of LGBTQ+  clients’ unique planning needs and how to create a safe environment for different identities? Today, Matt speaks with Michelle Waymire of Young & Scrappy, a financial advisor and financial coach who serves young folx and the LGBTQ+ community. Michelle shares how advisors can respectfully ask clients how they identify, what conversations to have with LGBTQ+ clients before you start planning, and what marketing strategies she uses to attract this niche. In this episode, you will learn: Why Michelle chose to serve young people and the LGBTQ+ community How working with the LGBTQ+ community differs from serving other niches Ways to make your advisor website more inclusive How Michelle stays profitable while working with young people Questions to ask LGBTQ+ clients before you start the planning work Michelle’s routine for planning Instagram content that is consistent, themed, and relevant The importance of understanding gender pronouns and how to ask a prospect which pronouns they use And more! Tune in now to hear Michelle’s marketing strategies for serving the LGBTQ+ community and young people! Resources: Top Advisor Marketing | Young & Scrappy | Michelle Waymire on Instagram | The Young Scrappy Money Podcast | Unsplash | Pexels | LGBTQ+ terms and definitions | A Guide to Being an Ally to Transgender and Nonbinary Youth| Inclusive Services for LGBT Older Adults: A Practical Guide to Creating Welcoming Agencies | A Guide to Gender Pronouns | Questionable Questions About Transgender Identity Brought to you by: iris.xyz

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

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