LinkedIn Engagement: Cultivating Networks vs. Direct Marketing

LinkedIn Engagement: Cultivating Networks vs. Direct Marketing

With shifts in other social platforms, LinkedIn has witnessed a surge in user engagement (source). The advisors I work with are increasingly leveraging the site when appropriate. Typically, I observe two different approaches:

1. Cultivating a network. Rather than pushing for immediate sales, the focus is on building a reputation and fostering trust over time. The primary objectives of this approach are:

• Genuine connections: The financial advisor connects with people in their niche and focuses on depth of connection, emphasizing real conversations and mutual value.

• Consistent value: Advisors regularly share insightful content to position themselves as thought leaders in their niche.

• Engagement: An advisor actively engages with their connections through comments, shares, and direct messages.

2. Direct marketing: This approach is geared toward generating leads and appointments as quickly as possible, often using automation tools. The primary objectives are:

• Immediate CTA: Either in the initial connection message or shortly after, the advisor sends a call to action (CTA). This could be sharing a valuable resource or proposing a meeting.

• Volume: This approach plays the numbers game, prioritizing a high volume of connections and messages. Advisors often use automation for extensive outreach and to send multiple follow-up messages with the aim of generating leads.

• Efficiency: While this method comes off as impersonal to some, its ease of execution means it requires minimal time investment.

Before increasing your LinkedIn engagement, decide on the approach you want to take. Neither approach is inherently right or wrong; you simply need to choose the one that aligns with your overall marketing strategy.

Fish from a Small Pond

Fish from a Small Pond

I’m not an angler, but a bit of research on Google suggests a consensus: It’s easier to fish from a small pond than a big lake. Why?

• It’s easier to access a larger percentage of the water in a pond than a lake, so you are more likely to encounter fish.

• You get to know the pond well, learning where the good spots are, as well as the best times, conditions, and bait to use.

• Once you identify the right spots and methods, you simply repeat the same actions.

When thinking about your marketing, consider how you can “fish” from a small pond. Can you physically create a smaller pond by relocating your office to a small, close-knit community and focusing your efforts there? Or can you artificially create a smaller pond by concentrating on a tight-knit niche community that swims together? Master the small ponds before tackling the big lakes.

Seeing the Forest Through the Trees in Your Marketing Strategy

Seeing the Forest Through the Trees in Your Marketing Strategy

“You can’t see the forest for the trees.” This adage is likely familiar to you. When you’re immersed in your business, gaining a broader perspective or considering fresh ideas can be challenging.

Earlier this year, when we launched our new program, OnNiche™, we opted to hire a naming and branding firm despite our in-house capabilities as a marketing agency. Why seek external help? Because we needed a perspective beyond our team’s preconceptions and viewpoints.

Recently, I engaged a consultant to scrutinize the client experience for OnNiche™. Within days, she provided insights and proposed strategies we could never have conceived on our own.

If you've been steering your own marketing strategy for a while without seeking external input, you might be overlooking innovative ways to market your business. Seeking help doesn’t imply incapability; rather, it facilitates a clearer view of the “forest” amidst the “trees” of your business.

Kick-start Your Holiday Marketing Campaigns Now

Kick-start Your Holiday Marketing Campaigns Now

Now that fall has arrived, it's time to start planning your holiday marketing initiatives. Here are some ideas to consider:

• Holiday cards: Sending holiday cards is a timeless tradition. Mailing them between Thanksgiving and New Year’s not only conveys your warm wishes but also keeps your name at the forefront of your clients' minds.

• Gifts: Treating your top clients with thoughtful gifts can go a long way in strengthening your relationship. It's an expression of gratitude for their loyalty and trust in your business.

• Holiday open houses/parties: Hosting an open house or party at your office is a fantastic way to foster community. It offers a relaxed environment for networking, celebrating the holidays, and setting a positive tone for the upcoming year.

• Community involvement: The holiday season is also about giving back. Participate in or sponsor local community events, charity drives, or fundraisers.

Whatever your plans are for this holiday season's marketing, the key is to start early. Planning now ensures you have ample time to execute your strategies effectively, order necessary supplies, and make any adjustments as needed. Dive into the festive spirit and make this holiday season memorable for your clients!

Unlocking the Secrets of Lead Generation with Alex Hormozi's Framework

Unlocking the Secrets of Lead Generation with Alex Hormozi's Framework

In his new book, “$100M Leads: How to Get Strangers to Want to Buy Your Stuff,” Alex Hormozi lays out a simple framework for reaching out to leads.

He explains that there are two types of leads: people who know you (warm audience) and people who don’t know you (cold audience).

Additionally, there are two ways to reach out to your leads: one-to-one (private) or one-to-many (public).

Depending on your relationship status and outreach method, you can determine the best tactics to engage your audience as follows:

• Warm Audience, Private Outreach: Warm outreach (e.g., emails, phone calls, text messages, direct messages)

• Warm Audience, Public Outreach: Content posting (e.g., blogs, videos, podcasts, social media posts)

• Cold Audience, Private Outreach: Cold outreach (e.g., cold calls, cold emails, cold direct messages)

• Cold Audience, Public Outreach: Paid ads

By using Hormozi's framework, you can better select and optimize your marketing approach for lead generation and conversion.

Will 2024 Be a Repeat of 2023’s Successes or a Year of New Opportunities?

Will 2024 Be a Repeat of 2023’s Successes or a Year of New Opportunities?

Fall is traditionally the time when financial advisors begin planning marketing for the new year. It provides an opportunity to reflect on the successes and learnings from the past year, and to strategize about new opportunities for the year ahead. By starting in early fall, you have time to put foundational pieces in place and hit the ground running as the new year begins.

As you formulate your strategy for 2024, consider the outcomes of your 2023 tactics. Will you replicate the strategies that led to success? Or is it time to innovate and try a different approach?

You’ll want to be intentional about your strategy for 2024, whether you decide to maintain the status quo because it proved successful or to pivot and make necessary changes.

Know When Not to Market

Know When Not to Market

This tip was originally sent on September 27, 2019, but it still applies today.

There are times in your business when “marketing” should be put on the back burner. At those times, you need to concentrate on the opportunities in front of you instead of developing new ones. For example, if you are breaking away from one firm to start your own, your focus should be on transitioning clients. If your firm is merging with or acquiring another firm, all efforts should be aimed at retaining clients.

While some marketing-related activities may be required to support these objectives, the most valuable thing you can do is spend some good old-fashioned face-to-face time with clients. Once the revenue has been secured, you should have plenty of time (and money) to focus on marketing.

From Lead Magnet to Appointment

From Lead Magnet to Appointment

Recently, I made a small change in my marketing that has made a notable impact. After advisors fill out the form to request a free copy of my lead magnet (my book, “Uncomparable: The Financial Advisor’s Guide to Standing Out Through Niche Marketing”), they see an appointment-scheduling tool that I embedded on the “Thank You” page. The result? A noticeable uptick in appointments scheduled immediately following book requests.

The lesson is clear: Streamline the next steps you want a prospect to take. It’s not about flashy tools, but about reducing friction. When potential clients show interest, such as by requesting your lead magnet, provide them with a straightforward way to proceed. By embedding a calendar or a similar tool, you’re simply facilitating their journey.

Formulas vs. Frameworks

Formulas vs. Frameworks

Avoid the temptation of a one-size-fits-all marketing formula. While some advocate for a formulaic approach, the promise of success, if followed to the letter, can be misleading. Formulas are rigid and assume that what works for one advisor will work for all. However, these formulas are designed with specific inputs, and if your situation doesn't match these inputs, the formula can fail.

For instance, a formula successful for an advisor targeting young entrepreneurs might not work for one targeting older executives. Factors like demographics, financial pain points, online habits, and financial acumen can vary widely.

Instead of rigid formulas, consider a framework approach. Frameworks are adaptable structures you can tailor to your personal preferences and unique clientele.

An example of a framework involves identifying your niche, crafting a compelling message, engaging with the niche community, showcasing your expertise, and cultivating your connections. Frameworks like this offer flexibility, allowing for adjustments based on specific situations and ensuring a more personalized and effective marketing strategy.

Should You Rename Your Company to Match Your Niche?

Should You Rename Your Company to Match Your Niche?

After selecting a niche for your business, you might contemplate renaming your company to better align with that niche. While a new firm name might seem like a good idea, it isn’t usually necessary right from the start.

Choosing a niche is essentially undertaking a well-thought-out experiment. It’s possible to begin with one niche and transition to another based on evolving market insights and dynamics. It’s wise to avoid renaming your company until you’ve firmly established your niche. In fact, I recommend waiting at least three years.

Once your niche becomes overwhelmingly successful and dominates your client base, you can consider the need for a name change.

This tip is inspired by various sections of the book “Uncomparable: A Financial Advisor’s Guide to Standing Out Through Niche Marketing.”