How social media marketing grows assets. A case study D. Bruce Johnston, Zach Hedges and John Drachman . Establish thought leadership Expand presence Measure results. 2. The marketing challenge for advisors. Establish thought leadership.
A case study
D. Bruce Johnston, Zach Hedges and John Drachman
The marketing challenge for advisors
RIA wished to become the recognized authority or subject matter expert
Needed to define problem in terms RIA could resolved
Showed how RIA’s expertise led to client solutions
Charles “Chuck” Steege, CFP® Executive Financial Coach, President SFG Wealth Planning Services, Inc.
Enlisted the nearby support of a leading tax attorney to develop a team presentation
The effort: Conduct three timely executive compensation topics as webinars during the dog days of summer.
Save on taxes (especially with the AMT refundable credit)
Sound planning and stock options
Passing on your legacy. Plus: An advanced look at the 2010 IRA to Roth conversion opportunity
Engage HNW only Seek select 10-15 clients with a minimum of $1 million in investable assets
Business development Most importantly, attract new clients and fees
Center of influence Employ a COI strategy to leverage expertise in new ways
Experiment with social media We showed them how to combine webcasts, e-mail, public relations and blogging in one low-cost, legally compliant package to:
Establish thought leadership
I must find out more about the refundable AMT credit buried in last year’s stimulus bill.
Also: AlphaTrade Finance, Web 2.0 Journal and more
Engage HNW only
Gained new clients
Expanded relationship with some existing
Netted approximately $40,000 in new and ongoing fees
Some $4.0 million in new AUM
Timeframe: Eight weeks
“Overall we are very pleased with the results of the Webinar Series and expect 21 of the new prospects to eventually contact SFG for services” Charles “Chuck” Steege, CFP® SFG Wealth Planning Services, Inc.
Center of influence The collaboration between Chuck and Phil resulted in new exposure and new business
Experiment with social media An investment of less than $10,000 in a social media-driven thought leadership effort provided an outstanding short-term return