Be sure to follow along with the video: http://bit.ly/1zVyIt5 Investment professionals seeking to compete in today’s crowded, tech-driven marketplace need to develop a strong personal brand. From social media sites such as LinkedIn, Twitter, Facebook, Google Plus, to your own personal website, the business landscape of the internet is rapidly changing. In this presentation, Back Porch Vista Chief Marketing Officer Jeremy Floyd outlines specific tactics to help advisors improve their online persona.

1. The Digital Brand
How Financial Advisors
Jeremy Floyd
Image used via Creative Commons License by Arthur Matsuo
Market to the Modern, Informed Client
with
presents

2. We Have 50 Minutes
1 . T H R E E M A R T I N I L U N C H I S O V E R
2 . I N B O U N D M A R K E T I N G I S K E Y
3 . B U I L D I N G YO U R D I G I TA L B R A N D
4 . W H O, W H A T, W H Y A N D W H E R E
BIT.ly/Floyd-bpv

3. Getting clients is more difficult
times they are a changin’

4. ImagesharebyDepartmentofEnergyEdWestcott.OakRidge,1945
The Catalyst
Is this the right headline?

5. For This…

6. P O S T W W I I A N D
find graph showing industrial growth after WWII
And This

7. 3 martini lunches
P R O S P E R I T Y
&

8. It’s Swell, Then It’s Not

9. Adviser’s Organic Growth Rate AUM Growth Rate
F I N A N C I A L A D V I S O R S A R E F I G H T I N G M O R E F O R L E S S
source: kitces.com

10. Search Engines and Social Media
Empowered consumers:

11. >>

12. CLIENTS HAVE AMPLE INFORMATION

13. At Their Fingertips
Photo used under creative commons license by Johan Larsson

14. And They’re Connected
A N D T H E Y ’ R E C O N N E C T E D

15. Image used under Creative Commons license by Kool Kats and Cam Evans
B U Y A T E L E V I S I O N ?

16. B U Y A C A R ?
image used by creative commons license

17. G O T O T H E D O C T O R
image used under creative commons license via Seattle municipal archives

18. If You Don’t Like What Is Being Said,
Then Change The Conversation.

19. Why market digitally?
INbound marketing

20. –AMY HOWELL, AUTHOR WOMEN IN HIGH GEAR
“If you don’t tell your story, someone will.”

21. YO U R W E B S I T E I S YO U R T O P S A L E S P E R S O N
content
video
Twitter
linkedin
slideshare
podcast

22. CONTENT PROVIDES
clients and prospects
Moment Of Need
Relevant Result
at the
Image used under Creative Commons license by TimeTrax23

23. The Long Tail
High
competition
Low
competition
Maturity in buyer’s journey

24. Map the customer journey
image by Heidi Blanton via creative commons license

25. Google and Shopper Sciences partnered to
reveal the Zero Moments of Truth for the
financial investment category and found
that consumers research for two weeks or
longer seeking an average of 8.9 sources of
information“

29. What defines you?
INbound marketing

30. =
values
purpose
promise
The world
The Brand
Iceberg

31. Building Back Porch Vista’s Brand

32. Insert Core Ideology PosterOUR VALUES
We care about our shareholders.
We do the right thing, in spite of the noise.
We never let up.
We ask why.
We get there together.
OUR PURPOSE
We believe you should retire well.Access your back porch vista.

33. Your day is filled with emails, phone
calls, and a million other small tasks.
TIMES LIKE THIS MAKE
IT ALL WORTHWHILE.
Algonquin Provincial
Park Ontario, CanadaVISTA?
elping clients
t destination,
me to take your
ion, our goal is
tape, Bora Bora
WHAT’SYOUR VISTA?
Whether your vista is helping clients
reach their retirement destination,
or finding enough time to take your
own family on vacation, our goal is
to get you there.
Swiss National Park
Zermatt, Switzerland

34. Insert Kid Video

35. Bombastic boasts
—"We are positioned
to become the
preeminent provider
of XYZ" —do not
constitute a position.
T H E S I S 2 4 ,
C L U E T R A I N M A N I F E S T O
imageusedundercreativecommonslicensebyMicheleDiTrani

36. Define your voice.
I N T E R E S T I N G T O
YO U R C L I E N T S
YO U R PA S S I O N
the voice that interests them is your voice

37. Who are you talking to?
INbound marketing

38. - P E T E R D R U C K E R
“The aim of marketing is to know and
understand the customer so well the
product or service fits him and sells itself.”

39. Tip no. 1: Line them up.
list common characteristics of your best clients
01 What are their hobbies?
how old are they?02
where do they like to vacation?03

40. Tip no. 2: Observe your clients.
don’t outsource the important stuff
01 How do they make complex decisions?
How do they describe you to someone else?02
What concerns them most about making a poor
financial decision?
03
Why do they think you are their advisor?03

41. Tip no. 3: Build a buyer persona.
define an ideal client
Basic demographics
quotes
why we matterobjectives
personality
life story
What is the age, sex, income,
marital status of your ideal client?
Are they analytical, spontaneous,
enthusiastic, irrational?
Why do they “really” do
business with us?
What is this person trying
to accomplish and how are
we uniquely positioned to help her?
What are some real quotes
collected from client interviews?
Where did they go to school?
How many kids?
What do they enjoy?

42. What will you talk about?
INbound marketing

43. – T E D J E N K I N , O X Y G E N F I N A N C I A L I N C .
“People weren’t as interested in hard-core,
financial planning content as they were…
day to day lifestyle content.”

44. #SELFIE

45. ENGAGE

46. - A N N H A N D L E Y, C O N T E N T R U L E S
“Speak Human.”

47. EARN TRUSTWITH EVERY INTERACTION, YOU ARE
WHAT YOU SAY & WHAT YOU SHARE

48. BE FUN

49. BE INTERESTING

50. Where will you engage?
INbound marketing

51. – D AV I D M E E R M A N S C O T T
“Instead of one-way interruption, Web
marketing is about delivering useful
content at just the precise moment that a
buyer needs it.” -

52. slideshare
TEXT MESSAGE - SMS
Responsive Web
Email engagement
Podcast
Maximize Each Piece Of Content
Image used under Creative Commons License via Nana B Agyei

53. The Ecosystem Of
Advising Athletes

54. Plan Ahead
Photo used by Phil Whitehouse via Creative Commons License

55. To recap…

56. 3 martini lunches are out

57. is in.INbound marketing

58. YOU&
KNOWING WHOYOU ARE AND
WHOYOU AREN’T, MAKESYOU,
BEING ABLE TO COMMUNICATE
WHOYOU ARE ISYOUR BRAND.

59. =
values
purpose
promise
Know Yourself
A

60. Know Your Client
survey them
Line them up
build a buyer persona

61. BE RELEVANT
be human
be engaging
earn trust
be fun & Interesting
C

62. slideshare
TEXT MESSAGE - SMS
Responsive Web
Email engagement
Podcast
Distribute Content Appropriately
Image used under Creative Commons License via Nana B Agyei

63. Request The
Survival Guide
http://bit.ly/FA-Survival-Guide
http://bit.ly/Floyd-BPV

64. R E C O M M E N D E D R E A D I N G
• New Rules of Sales and Customer Service, David Meerman Scott
• Start with Why - Simon Sinek
• Power of Why - Richard Weylman
• Content Rules - Ann Handley
• Anything Seth Godin
• Duct Tape Marketing - John Jantsch

65. The Digital Brand
How Financial Advisors
Jeremy Floyd
Image used via Creative Commons License by Arthur Matsuo
Janney Montgomery Scott Elite Conference
January 15, 2015
Market to the Modern, Informed Client
with
presents