We\u2019ve all heard a thousand times about the old tale about finding a pot of gold at the end of a rainbow.\u00a0 We all know it\u2019s just supposed to be a humorous and interesting \u201cold wives tale\u201d.\u00a0 But I find that many financial advisors are constantly chasing after \u201cLeprechaun gold\u201d.<\/p>\n
Now don\u2019t get mad at me.\u00a0 I might not be talking about YOU.\u00a0 It\u2019s probably another financial advisor or an insurance agent.\u00a0 But I see too many advisors thinking that some marketing or lead generation \u201crainbow\u201d will lead them to a \u201cpot of gold\u201d.\u00a0 I don\u2019t mean to imply that you shouldn\u2019t be doing \u201cmarketing\u201d.\u00a0 Far from it.<\/p>\n
Great marketing is what can grow a firm\u2019s AUM massively.\u00a0 We\u2019ve seen that with The Mutual Fund Store, Ken Fisher, and even Wealthfront.\u00a0 Unfortunately too many advisors get caught chasing after something that isn\u2019t going to work, or that is just the latest \u201csnake oil\u201d being peddled by another salesman.<\/p>\n
\u201cInternet leads\u201d comes to mind.\u00a0 Firms that promise to send you qualified leads from the \u201cinternet\u201d.\u00a0 How many advisors and agents have been burned by this rainbow?\u00a0 Even if someone is a lead, it is being sold to 20 other advisors so that the end result is one annoyed \u201cprospect\u201d that isn\u2019t going to want to talk with you, much less meet with you.<\/p>\n
\u201cTemplated Websites\u201d also comes to mind.\u00a0 You may even have one yourself \u2013 a cookie cutter website that thousands of other advisors have a similar version of.\u00a0 Google hates any duplicated content, so when it sees the same \u201carticles\u201d and \u201ccalculators\u201d on 18,967 financial advisor websites, they will not rank your website.\u00a0 Thus, you won\u2019t ever get any organic traffic.\u00a0 You can try to buy traffic but the \u201ctemplate website\u201d has no lead generation or opt-in capabilities.\u00a0 And even if it did most advisors don\u2019t have any backend follow-up mechanism to nurture those prospects.<\/p>\n
Assuming prospects want to \u201cmeet with you\u201d as a first step is a huge pot of Leprechaun gold, something akin to thinking people enjoy getting their teeth drilled in the dentist chair.\u00a0 (fact is most don\u2019t).\u00a0 You have to ask people to take some baby steps first.\u00a0 You can\u2019t get married on the first date!<\/p>\n
Most advisors need even the most basic core marketing elements.\u00a0 I see advisors in need of a new website that is not a template.\u00a0 They need multiple ways of enticing people to ask for more information and \u201craise their hand\u201d as a possible lead.\u00a0 They don\u2019t have any way to capture leads, much less a way to do backend email nurture to those leads.<\/p>\n
For those that have some or all of that in place, most advisors have no idea that they could generate their own leads using Youtube, Google, Facebook, webinars, etc.\u00a0 Or perhaps they know \u201cabout those\u201d but don\u2019t know how to go about it.\u00a0 Many advisors don\u2019t have a clue what a \u201cmarketing funnel\u201d is, or how to implement and manage one.<\/p>\n
If you can learn how to do some basic marketing strategies, you can create your own real pot of gold, not a fake mirage at the end of a rainbow.\u00a0 And if you don\u2019t have time or can\u2019t figure it out, find someone that can help you.\u00a0 And do it one piece at a time as you can afford it.\u00a0 Or get a \u201cmarketing coach\u201d that can direct your efforts monthly and keep you on track.<\/p>\n
If you need help, please contact Torrid Tech to see if we have any openings.\u00a0 Our marketing services have been in high demand lately.\u00a0 And meanwhile, watch out for the luck \u2018o the Irish\u2026 most of the time it isn\u2019t really \u201cluck\u201d after all that takes you.<\/p>\n
Tim Turner<\/p>\n","protected":false},"excerpt":{"rendered":"
We\u2019ve all heard a thousand times about the old tale about finding a pot of gold at the end of a rainbow.\u00a0 We all know it\u2019s just supposed to be a humorous and interesting \u201cold wives tale\u201d.\u00a0 But I find that many financial advisors are constantly chasing after \u201cLeprechaun gold\u201d. Now don\u2019t get mad at […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[56,40],"tags":[],"_links":{"self":[{"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/posts\/311"}],"collection":[{"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/comments?post=311"}],"version-history":[{"count":1,"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/posts\/311\/revisions"}],"predecessor-version":[{"id":312,"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/posts\/311\/revisions\/312"}],"wp:attachment":[{"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/media?parent=311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/categories?post=311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.torrid-tech.com\/community\/index.php\/wp-json\/wp\/v2\/tags?post=311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}