Nurture marketing strategy for financial services

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in this video i'm going to talk about the social media strategies that are currently driving the most growth for advisors and then how you can implement it so that it can work for you too if you can do this in the right way the way that i'm going to share you it should take you less than an hour a week to implement but it should also drive the most traffic for you and really it's it should make a big impact on your your new business efforts at least your marketing efforts to attract people to you but first if i haven't met you yet i'm dave zoller and i own streamline financial a wealth management firm in the chicago suburbs of west chicago suburbs and i own that business with my partner tim and we currently manage over 250 million in aum and we created this channel for advisors like you so that we can share some of the things that are working for us to get to this point so that hopefully it can help you too and if you're interested in an easy way to communicate and increase your value in the mind of your your prospective clients i recorded a free training for you on how to do that with the advisor value formula so take a look in the description below if you're interested in that so the social media strategy that we're currently using is bringing on one to five people per day into our email list and then an average of one person per day reaching out to us for a intro or a a first meeting and this has worked so well that we've actually had to become pretty selective with who we're working with moving forward because really we're just four advisors here and we're a pretty lean ops team too and we want to kind of keep it that way so first i'll go over the the medium of communication to use then i'll talk about the platforms to focus on that's really getting the most results right now and i feel confident about this because we've tried really all of the platforms and all the mediums and this has been the best so far and again everybody's different but i'll give you a couple ways because really where we're seeing 80 of the results it's coming from one place and that's the one that we'll focus on today and then i'll share if you only have one hour per week what would i do if you wanted to start getting more results from social media so first what medium of communication will get you the best results on social media the main ones are either written content audio content like podcasts or sometimes you see the the audio on linkedin or places like that or video and then there's really short posts or long form posts maybe blog posts so this really has two answers when we're trying to figure out which one is the best for you answer number one is the content type that you enjoy the most consuming right when you're on social media what kind of content are you most attracted to what do you enjoy the most or spend the most time doing is it video is it youtube or is it watching the videos on linkedin or is it reading the long form blog posts or just the short posts really do the one that's most attractive to you then the second part of the answer is and again we got to test all these different styles and content and really the one clear winner that we've seen and the one that's allowed us to connect the most with prospective clients that that we've never met it's video but don't worry if videos out of the question for you i'll give you the next best thing that we do actually the thing that we started with a couple years ago when we wanted to make marketing more of an effort for for streamline so why do i say video is is uh number one at least in our list it's the next best thing to being face to face right it allows viewers to connect with you in a way that written and audio can't really do and once you build up that library of content those videos you're going to have an asset that's going to be able to continually work for you connecting you to new people who come across your content it's really valuable that's what we're starting to see now after uh a year or over a year and really focusing on video very early on though in my my efforts of recording video i was amazed really just the first few months at the people reaching out and saying it feels like i already know you and i've talked to you it's people i've met for the first time and they're already saying that i feel like i know you that's that's pretty powerful at least it was when i heard that when people were coming in so video also the great thing about it is that people really get a good idea of your personality and who you are and the people who don't gel with you or who might not uh be aligned with your personality then they tend to not want to talk to you right or they won't watch the videos so my personality and communication style might be attractive to some people and it's also going to turn some people off but the people who like it they're going to watch the videos and then they're going to end up calling me so it automatically pre-qualifies our ideal clients and it can do the same for you now one problem i've seen advisors make with video and just a reminder i'm going to get to if you're not into video what the next best thing is but the problem is the the many of the advisors that i talk to who are using video and doing it consistently they're not getting many results or they're not getting many people reaching out to them and if you look at our streamline financial youtube channel 11 months ago we had 70 subscribers december of last year and then 11 months later we're now over 10 000 but i remember talking to advisors who who were using youtube and they had thousands of subscribers and we had less a lot less we had maybe a hundred or two hundred but we were getting more people reaching out to us and more prospective clients than they were and they had all of these and they didn't pay for subscribers or anything like that and i thought maybe we were lucky but i realized that we were doing something that other advisors were not they were missing one vital piece that i'm going to share with you so that you don't waste your time putting in the effort for your marketing and if you do do video or something else but if you're putting an effort we want you to get results so what we did we actually plugged our ideal client into the the value formula that i mentioned earlier and if you want more info on that look at the training below but one of the results from doing that was we found the main questions the main concerns that our ideal clients had and how to communicate those concerns and and solutions to them so that it was compelling and so they actually they understood it so we created a solution that didn't require them to talk to anybody and we gave it away for free and then we had a series of helpful follow-up emails once they had opted in to our email list that really converted them from tire kicker to ready to talk to someone really once they get on the email list either they stay there and don't do anything or they unsubscribe or eventually they reach out so there's a lot that goes into this but basically we created a free giveaway and continued the conversation with them in an automated way so there's no extra time for us to do this but it's still making connection a little bit deeper than just the first video on social media does so there's so much to share on this topic and i plan to make more videos on that specifically if it's helpful for you if that would be helpful subscribe so that you don't miss those future videos so now on to the question if you only had one hour per week for marketing activities what what should you do here's what i would do first and this is what we did do so this is first people open a video and then second is people who are not open to video so if you're if you think you might want to do video i would recommend writing and recording videos i would start with 30 second to two minute videos so that it doesn't take too long to really write a piece of content and and get you to just start getting in the habit of practicing video i would have the expectation that they're not going to be good but the realization that video is going to be extremely important for you over the next five years really probably longer because of just how many people are moving to to video now if you're not a writer and you're not you feel like you're not creative in that way with creating content i'll give you some tips to do that fast coming up but let's pretend that it took you an hour to write a one-minute script it shouldn't but let's pretend it did well that would be your time allocation for that week that's it you spent an hour that's the max cut it off write one thing a short short uh script one minute script and then the following week i'd spend your 60 minutes that you have recording on your iphone and then posting it to social which i'll get to next what to what to do there but here's a quick story on how i started and then i'll share with a non-video solution for the advisors who who still want to have success with social media but they don't want to do video so i made a commitment to myself that i needed to practice video and i started making the short one to two minute videos and i started posting them on linkedin when you start it'll be a time commitment even to make just one video the hardest part that i think is really just coming up with the content and the ideas and scripting out the the engaging video and because of this i'm thinking about creating a shortcut for advisors to help save you time so if you'd like me to send you monthly content so that you can skip the creation process and already have something ninety percent of the way done or at least eighty percent of the way done and have a content ready to post and maybe reword a little bit click on the monthly content link below to check that out now that brings me to the advisors who say video's out of the question i'm i can't do it or i don't want to do it or i've just got something behind it that i i don't want to do if that's you then here's what i do if i only had 60 minutes a week i'd focus on one platform and the platform is linkedin because really that gives you the greatest chance of getting your content written content in front of brand new viewers this is where i started putting out regular content in 2008 2019 and then the following year over the following year uh again i've been on linkedin for a long time but i never posted content until 2019 and i had i think 500 subscribers and then about a year later i had 6 000 and it was bringing in people who are interested in working together based on the the content i was sharing mainly it was around tax planning for business owners and you can go back to my linkedin page and look at some of those videos now currently i'm being honest i've been ignoring linkedin because not because it doesn't work but because i'm focusing the time the limited time that i have the marketing time on youtube which has been getting even better results that's the reason why i was talking about video earlier so linkedin still works because there are more consumers than there are creators on that platform and the disparity is still greater than the other social medias out there where except for tick tock probably which i don't think we can even use yet i don't know i haven't unfortunately i haven't looked at that but on linkedin the chance of your content getting to people who you've never met or not even a part of your network is very high and you can grow your following pretty fast and attract the right type of people so it's still true today you can do that so on linkedin each week i'd spend 30 minutes writing a post or just writing exercising that creative muscle and then 15 minutes of the week would be spend on posting that posting what you wrote and then 15 minutes would be spent on two other things or really it would just be on replying to some of the comments that you might get and if you want even more specific what i do i'd say on monday 30 minutes to writing see how many posts you can write in 30 minutes and then tuesday i'd spend just seven minutes maybe in the morning posting one i'll do it before 12 p.m and then on thursday i'd spend seven minutes posting another one if you can write two and then the rain remaining time the 15 minutes or so i would just spend on replying to possible comments that you get that's one hour per week a little bit each day if you really wanted to chunk it i guess you could do it all on monday or a day of the week and then uh and then just be diligent about that that 60 minutes one day a week now that's just an idea of how to allocate time you could find a different rhythm that works for you and what i do though is just make sure you schedule it i put it on the calendar and then i'd stick with it you already know that the winners in social media and the social media game are the ones who who are consistent that's it even if they start out with really bad horrible content or just not good content because they've never done it before if they stay consistent then improvements are going to be made your creative muscle gets stretched and you grow and then you get better i've seen it with a lot of people and i believe that you can do it too if you need assistance warming up that creative muscle check out the monthly content membership below that should really save you at least 30 minutes at least 30 minutes per week and give you some content that gets results or at least has for us too so if you saw my video on multiplying time then you probably realize that 30 minutes of your time is probably equal to 500 or a thousand dollars really just 30 minutes uh based on what you could be spending your time on so you might that's why you might not want to do the content thing because of the the time factor there but um anyways check out the the content uh link below now once you get the consistent posting happening there's a final piece to the puzzle that's very important no matter what platform you're on i've seen a lot of advisors not do this and that's probably why the advisors with big subscribers weren't getting a lot of results so i'm going to share that with you right now but first if you found this video helpful please like it and subscribe so that you don't miss the next video or share it with somebody who might who maybe you can uh hold accountable or you can have kind of a accountability partnership if you both want to get into more consistent posting on social media so the final piece we need for social media to be successful is having a micro commitment that your prospective clients can make that don't involve having an introductory call with you and they don't involve joining your email list because i'm sure you know joining email list isn't that compelling unless there might be a free giveaway that's associated with it but if you had something they actually wanted that was easy for them to get and it took really a small amount of effort that's what you want to have this is such a big piece to all of this i plan to create more videos around this topic around the micro commitments and what people are really looking for if you're subscribed click on the bell icon so that you're notified when i release the upcoming videos but i hope that you got a lot of value out of this already if you did please share it with your advisor friend discuss some action steps that you might want to take and then think about that accountability group just maybe two people or three people who do want to get into social media who are advisors and then you can hold each other accountable each week see did you spend 60 minutes or maybe it's only 30 minutes and you have to shrink that that time that we talked about either way i hope you you find success with it if you've got questions let me know in the comments below and then i'll see you in the next video take care you