Advisor Blog

Key FA Investment Marketing Concepts

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 A key concept to talk about with clients that practitioners often leave unsaid is that American exceptionalism is an investment philosophy.

In this video, the concept is explained. A video is just one way to explain this key concept. An advisor needs a script and graphics to go over this key concept with clients one-on-one in meetings, webinars, and blog posts.  That’s what we do!

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1755 Hits

Differentiating Independent Advisors From Wall Street’s Sales Machine

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Wall Street strategists are unreliable at predicting the closing price of the S&P 500 in the year ahead, but their 2021 forecast demonstrates just how wildly wrong the largest brokerage firms can be and how much it can cost investors.  

For over a decade, Advisor Products articles and videos have documented Wall Street’s failure to predict the market, thanks to data from independent economist Fritz Meyer, who has tracked the predictions of 10 leading Wall Street investment strategists as published in Barron's every December.

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3700 Hits

If Content Is King, Fritz Meyer Must Be Royalty

inflation

If content is king, independent economist Fritz Meyer must be royalty.

Sharing thought leadership content is an optimal way to stand out for a financial advisor to standout, when communicating with clients, referral sources, and friends. Only because Advisor Products has a renowned independent economist on its team are we able to produce authoritative content like this video.

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1963 Hits

11 Marketing Mistakes By Otherwise Brilliant Advisors

GOBsmacking

Certified Financial Planners™ and other professionals advising ultra-high net worth or income individuals (UHNWIIs) make many, many marketing mistakes. These 11, however, are common among professionals building a practice by advising a small number of UHNWIIs – the best and brightest advisors.   

  1. Not sharing content. Sharing content on social sites, emails, websites, blogs, is a requirement of modern marketing for advisors.

  2. Sharing library articles. The rich really are different. So, CFP®, CPA, and other practitioners advising ultra-high net worth or high-income individuals (UHNWIIs) require a different approach, one targeted to individuals with at least several million of investable assets or an annual adjusted gross income of more than $400,000. UHNWIIs urgently – before the new tax law is finalized in the days ahead – urgently need to be alerted to bracket management opportunities under the pending tax bill, trust and gift strategies and the changes in ILITs. UHNWIIs continually need to be reminded of their investment policy statements, reasons they can trust you, and that educated financial consumers are your best clients.

  3. Little financial education. Almost all advisor marketing materials claim a commitment to client education. Few back it up with a stream of substantive financial news that UHNWIs cannot get from The Wall Street Journal, New York Times, or by googling “S&P 500.” Advisor Products’ Financial Advisor Marketing Engine 3.0 is an unrivaled solution.  

  4. No written marketing plan. This mistake is quite ironic: While methodical about financials number crunching, CPA and CFPs almost always fail to write down a strategic marketing plan before investing in a website, PPC or SEO marketing campaign.

  5. Not sharing videos. According to the A.C. Nielsen Co., the average American watches about 28 hours of TV every week, equivalent to two months nonstop per year. Textual content is not as effective as video in reaching most people. Making engagement harder still, some people prefer charts and tables to text. Advisors need to share content on multiple mediums and social networks. 

  6. Not requiring signing in or signing up.  If you have are not making the four mistakes outlined above, then you have valuable evidenced based analysis to share, require signing up for your financial news alerts. While you can show the title and topic of every article along with the first paragraph or two, reading the full; text of articles should request signing in to your client portal filled with educational content updated regularly. Not requiring your users give you a name and email address undermines marketing success.

  7. Not integrating digital badges. The CFP Board, AICPA, CFA Institute and other professional designation organizations enable advisors to link back to a secure server to validate your credentials online. When you meet someone for the first virtually, share a link to your accreditation body digitally verifying your hold a credential.   

  8. Not targeting UHNWIIs. CFP®, CPA, and other practitioners advising ultra-high net worth or high-income individuals require content marketing campaigns targeting individuals with at least a several million of investable assets or an annual adjusted gross income of more than $400,000.

  9. No Yelp Listing. Advisors should list on Yelp. However, don’t let an online advertising or SEO sales consultant convince you that Yelp is marketing-gold. Leads generated on Yelp may keep you busy with questions from individuals below your minimum, but UHNWIIs not so much.

  10. No follow through. Because communications for UHNWIIs about personal finance is complex and advisors are marketing experts, shiny objects – lately, Yelp, Facebook, LinkedIn paid ad schemes – may bring some leads but are not a permanent solution for client communications. Ultimately, content is king, and CFP practitioners need a stream of campaigns for UHNWIIs. Because learning enough to find the right solution with the right messaging takes time and then it takes even more time and patience to implement a strategy that will reliably return leads from UHNWIIs, advisors fail to follow through and get sold or sidetracked.    

  11. Not building a list. If you’re not building a list continually, you will fail. Social and email list-building is a game of numbers. Actively building your list of emails, connections, and friends is a requirement of success. Highly targeted paid ads with content for UHNWIIs builds a list of fans who will contact you in two, three or five years. Budget $100 or $200 a month to build your list using PPC ads to find low hanging fruit.     
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889 Hits

A Crucial Investment Lesson Advisors Must Teach Clients

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The commemoration of 9/11 and pullout of U.S. troops from Afghanistan marked the passing of 20 difficult years.  Historians will debate the lessons to be drawn from this tumultuous time for decades to come. For investors, however, a crucial investment lesson to be drawn is clear:  In the past 20 years, amid the tumult and difficulties, broadly diversifying paid off, and quite convincingly at that!

 

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960 Hits

RIA Marketing Using A Long Lens Of History

lens-mose_20210128-005400_1 It takes a professional viewpoint to present today's news from an historical perspective.

Consumers are shown why it is crucially important to view financial news through a long lens of history in this 90-second video.

It not only tells investors about the value of a professional who knows history, but it also demonstrates it.

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717 Hits

Lifeboat Drill As A Titanic Metaphor For UHNWIs

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2755 Hits

Improving On Rule No. 1 Of Advisor Marketing: Fed Case Study

 

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2899 Hits

3Q2019 Ended Well; Did You Tell Anyone?

A day after third quarter 2019 ended on Tuesday, October 1, the video below was posted to advisor YouTube channels that we create and embed in advisor websites, advisor newsletters, and tweets for advisors. It's automatically posted with branding on advisor websites. 

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3091 Hits

Tectonic Shift

Negative interest rates in Europe are a new and unprecedented financial economic condition advisors must suddenly navigate. 

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3544 Hits

Fritz Meyer Was Right About Earnings

Two months ago, economist Fritz Meyer began using the phrase, "upward revisions to accelerating earnings," to describe the outlook for profits. The new tax law, he said, would gradually add eight percentage points to 2018 earnings growth on the S&P 500. 

Since Fritz first made this observation in late December, earnings forecasts tracked by Thomson Reuters I/B/E/S have been ratcheting higher fairly steadily. For weeks, advisors subscribing to our website platform have benefited from a weekly financial news stream with updaties on the unfolding earnings surge. Clients and contacts saw it in emails, videos, articles, tweets, scripts and animated GIFs, all of which are customized personally. 

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8382 Hits

2017 Year-End Tax Planning Videos For Advisor Clients

Details of a proposed $1.5 trillion tax cut package are expected Wednesday, according to the White House.

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7151 Hits

The Best Advisor Websites To Automate Client Engagement

Eighty-percent of advisors want to spend no time updating their website, but they still want a dynamic, engaging and cool presence online.

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7356 Hits

Yes, Canned Content For Advisors Can Be Uncanned

 

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7551 Hits

Illustrating A Client's Risk Of Outliving Their Money

Dr. Craig Israelsen, one of the nation's foremost experts on implementing low-cost potfolios based on Modern Portfolio Theory, has begun contributng his research to advisors through the Advisor Products video library.

The first video uses a new data visulaization method to illustrate the risk of running out of money in retirement. 

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9538 Hits

Start 2016 With A Free Advisor Video To Grow Your Practice

 

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7439 Hits

Explaining Modern Portfolio Theory To Advisor Clients In Pictures, Words, And Music

If you manage assets in diversified portfolios, your clients’ portfolios are probably trailing the S&P 500. Since the financial press reports on performance of the S&P 500, clients usually expect your advice to keep pace with the S&P 500, and you may not be meeting their expectations. Prudent financial professionals who rely on Modern Portfolio Theory are vulnerable to advisors peddling far less prudent advice.  

This video is what Advisor Products is doing to help professionals who doing the right thing to communicate about this issue effectively and inexpensively using modern Internet tools.

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7774 Hits

How To Embed A Stream Of Advisor Videos In Any Advisor Website

With Advisor Video Library (AVL), financial advisors can post videos to ANY website.

The Advisor Video Library gives you a library of 15 FINRA-reviewed videos quarterly. You can narrate them using AVL or skip the narration and use the voiceover we provide. The content of these videos is uncommonly intelligent.

I mentioned in a recent blog entry that you can now post these FINRA-reviewed videos to any website and they will be automatically updated once you copy and paste an embed script on your blog or any web page. 

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6239 Hits

New Advisor Video Explains Why Prudent Investors Trail S&P 500

Five new videos are now available for this quarter's edition of Advisor Video Library, including the one below, which explains why cilents should not expect diversified portfolios you provide to perform as well as the S&P 500.

While the video is only a minute and twenty-seconds in length, it communicates a lesson that clients need to be reminded of frequently, a lesson critical to client retention and keeping investors diversfied over the long run.

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6094 Hits

Automated Distribution Of Advisor-Narrated Videos

Advisor Video Library (AVL) is an online video platform built for financial professionals to find new clients and maintain relationships. Here’s how it works.

You Narrate Our Videos. Read a FINRA-reviewed script over the phone and our app synchronizes our videos with your voice.

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  6424 Hits
6424 Hits

Panic Protection For Financial Professionals

Putting your voice on this video is easy and inexpensive with Advisor Video Library, and it gives financial professionals Panic Protection Coverage.

Panic Protection Coverage is like an insurance policy for an investment advisor. We guarantee that, during market plunges, we will give you coverage from our experts in long-term investment wisdom.

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  7729 Hits
7729 Hits

The Best Advisor Videos In The Financial Services Industry

Advisor videos we're offering are totally different from anything else in the industry. Look at the 35-second video below, which is one of the 15 new FINRA-reviewed videos made available recently.

Making a video is hard, time-consuming and can be expensive. I've seen advisors more than once who are smart, articulate, and animated get in front of a camera and freeze.

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8469 Hits

Advisor Marketing Video Addresses Bubble Fears

A new batch of about 15 videos are available in the Advisor Video Library and this one addresses fears of another stock market bubble.

 

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6568 Hits

Do You Manage Location Of Assets? Tell People!

If you optimize the location of client assets, you are different from the vast majority of advisors. Here's a way to explain that, literally, in your own voice.

The video illustrates complex ideas differentiating advisors who optimize portfolios for taxation. Posting this video in your own voice on YouTube and embedding it in a blog post on your website, or on a static marketing page on your website, concisely shows the value of your advice 24/7 in three minutes.

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7564 Hits

Advisor Video Library Free Trial

Advisor Video Library gives you a library of timely videos that you narrate. You read a FINRA-reviewed script we’ve written and record your voice reading using your telephone with our simple online app. Your voiceover is inserted in an educational video.

Using proprietary technology, your voice personalizes videos, and it’s really easy to do.

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7482 Hits

Seeking Beta Testers For Advisor Video Library

Advisor Products has released a beta version of Advisor Video Library, an online app that makes it easy for any advisor to provide FINRA-reviewed videos personalized with their voice and branding.

The 15 timely videos we've added to the Advisor Video Library feature graphics and scripts created by Advisor Products. You record a voiceover using our proprietary app. It's automatically embedded in the video, along with your logo, contact information and a map of your local area.  You can post the videos on your YouTube channel (or we can do that for you).

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7227 Hits

New Marketing Campaign For Independent Advisors Takes on Wall Street

Here’s a one-minute clip from our new Video For Independent Advisers Who Are  Fiduciaries. It highlights key factors of your unique value proposition in four innovative ways:

  1. Personal Narration. Using a Web app we’ve developed, you narrate a FINRA-reviewed script we provide. The words are displayed slide by slide and you record using your computer microphone.
  2. Fritz Meyer Research.  The video reports on research independent economist Fritz Meyer, who has documented the track record of Wall Street’s top strategists from 2007 to 2014, as published in Barron’s annually in the venerable weekly’s “Outlook” cover story. According to Meyer, a former investment strategist at one of the world’s largest investment companies, any investor who followed the consensus advice of the Barron’s Wall Street strategists’ industry-sector picks annually would have performed disastrously relative to buying and holding the S&P 500.
  3. Fiduciary. The video explains the benefits of working with a fiduciary.
  4. Powerful Video. Economic research lends its to graphical display, and this video includes graphical cues inserted to make the information easy to understand. While you explain your fiduciary obligations, an aerial view pans New York Harbor at night for a 360s° close-up of the Statue of Liberty. While you narrate a script contrasting your practice with a Wall Street’s broker's, viewers see the skeletal remains of the head of a bull amid the scorched earth of Death Valley, California.

For a fiduciary, this video voices a clear response to people who don’t know how you are different from Wall Street’s herds. This campaign breaks new ground in independent advisor marketing by making a professional video easy to personalize and distributing it utilizing Advisor Products' email marketing integration with Constant Contact. It equalizes TV ads and media influence of Wall Street.

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6540 Hits

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Questions?

How and why does the Advisor Products system work?

In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.

A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.

  • Differentiate you from competitors
  • Expose clients and prospects to your brand message more frequently
  • Build an ongoing relationship with customers
  • Increase your follows and fans on social media
  • Drive more prospects to your website
  • Help convert prospects into leads
  • Increase number of pages indexed in Google
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