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How social media marketing grows assets - PowerPoint PPT Presentation
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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.
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Presentation Transcript
Establish thought leadership
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
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1 RIA + 1 estate attorney = 1 thought leadership effort
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
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The goals
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
Expand presence
Measure results
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Expand presence
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1.
- Three webinars on subject of executive compensation.
- Webcast service links with press release, emails and blog
- Webcast analytics provide attendance numbers, capture key contact information
2.
- One interactive press release
- Press release reaches 1000s of interactive business publications and blogs
- Drive readers to contact capture in 1. above
Expand presence
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3.
- Two sets of three e-mails linked to webinars, interview, select blog postings
- Emails link to urls, webcast service
- Drive to contact capture
4.
- Interview with blogger sets keywords and concepts to be aggregated by other blogs, media outlets
- Targeted blogging plays to aggregators, helps catalyze messaging
- Drive to contact capture
5.
- Google page 1 dominance for keywords
- Aggregators absorb content, key words from press release, blogging activity
- Result: Firm engages and attracts new AUM
Google page1 dominance for key words
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I must find out more about the refundable AMT credit buried in last year’s stimulus bill.
Measure the results
Engage HNW only
Gained new clients
Expanded relationship with some existing
Business development
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
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