6 ways #finserv can (& should) master content marketing
DESCRIPTION
According to the Huffington Post the financial industry is leading the way in content marketing in order to generate new leads and enhance business - but many advisors are wondering what's the fuss all about. Join us as we explain what content marketing is, how it can benefit your firm and how you can create valuable content with a real ROI. This presentation covers: -What content marketing is and how you can use it -How to target your ideal client using content -Strategies to create and share valuable contentTRANSCRIPT
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6 ways FinServ can (& should)Master Content Marketing
Presented by:
Phil Laboon, ClearSky SEOLoic Jeanjean, Advisor Websites
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FREE WHITE PAPER
Add white paper slide
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SPEAKERS
Phil LaboonPresident/CEOClearSky SEO
Loic JeanjeanDirector of Sales & MarketingAdvisorwebsites.com
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CONSUMER BEHAVIOR IS CHANGING
% OF PEOPLE WHO SKIP TV ADS
% OF DIRECT MAIL NEVER OPENED
86 44
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GOOGLE IS THE NEW YELLOW PAGES
% OF PEOPLE WHO DO INTERNET SEARCH
91
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WHAT ARE THEY LOOKING FOR ONLINE?
68% spend time reading content from a brand they are interested in. [The CMA]
68%
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A SIMPLE MODEL FOR SUCCESS
Traffic Conversion Measurement
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AGENDA
What is content marketing?
Targeting your ideal client
Master content marketing in 6 steps
Articles, Q&A, video, podcasts, images/infographic, slidesharing
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SEARCH ENGINE TRAFFIC
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SEARCH ENGINE OPTIMIZATION
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SEARCH ENGINE OPTIMIZATION
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WHAT IS CONTENT MARKETING?
Creating and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood target audience –
with the objective of driving profitable customer action.
“
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LIKE WHAT?
Infographics
Whitepapers
Videos Slide Shows
06
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STEP #1:ID YOUR IDEAL CLIENT
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WHO DO YOU WANT TO WORK WITH?
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DEVELOP YOUR CLIENT PERSONAS
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STEP #2:CREATE VALUABLE CONTENT
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Jeff uses his blog to answer frequently asked questions
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Here we see
Retirement Jock:
ranked number 2
All these companies
pay for results
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CREATE AN EBOOK
Wealthy Doctor Guide: Ten Financial Planning Strategies Every Physician Needs to Know
A step by step guide for powerful financial planning
• Will I outlive my Assets?• Can I afford to Retire?• Can I maintain My Standard Of Living?
Wealthy Doctor Financial Planning Guide
A step by step guide for powerful financial planning
Description Cover of e-book Form
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WANT TO CREATE YOUR OWN CONTENT?
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QUALITY
QUANTITY
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STEP #3:MAKE A
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EDITORIAL CALENDAR
Date Topic
Friday, February 7 Saving for college
Thursday, March 13 3 tips for retiring couples
Tuesday, April 1 What are annuities?
Wednesday, May 1
Thursday, June 19
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STEP #4:SHARE IT
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ALLOW READERS TO SHARE IT
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Social sharing quick tips Add social sharing buttons to content Include a quick description and link Post regularly to keep readers engaged Allow and encourage friends & followers to share your
content Ask for feedback
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STEP #5:CONVERT
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Clear call to action
Schedule a consultation
Phone number is on every
page an easy to find
Professional photo, simple clear message
Simple introduction
to firm
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STEP #6:TRACK YOUR PERFORMANCE
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Dec 2012 Jan 2013WEBSITE TRAFFIC 3135 4455
PROSPECTS
Requests for meeting 11 20
White Paper 1 9 19
White paper 2 7 32
Newsletter sign-ups 1 2
Total Leads 28 73
THINGS TO MEASURE ON EVERY SITE
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ADVISOR WEBSITES + CLEARSKY SEO
Welcome to the Big Leagues! We help you win online:
you’ll be found, convert prospect into clients and see your success.
Our clients love the platform we scored 9.6/10 for customer support
We’re great and getting better: we’re always adding new features
We make it easy
Experience working with advisors
Customized for the financial industry
Emphasis on your local market
Designed with your busy schedule in mind
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Thank you!