Weekend Content for New Planners

Weekend Content for New Financial Planners (October 3-4, 2020)

“Weekend Content for New Financial Planners” is a collection of articles, podcasts, videos, etc. that I’ve been consuming regarding breaking into financial planning, industry trends, career development, and more.

Opportunity amid chaos:

“But if 2020 has brought unique problems, it has also set the stage for proactive advisors to really grow, says Jud Mackrill, chief marketing officer at Carson Group, an RIA with $12 billion AUM based in Omaha, Neb. ‘I see a very clear opportunity for advisors to seize this moment,’ he says. ‘This is a time for advisors to mature the marketing side of their business to really tackle the challenge of growth in this season of uncertainty.’

‘There are real issues where people don’t know where to turn,’ says David Canter, head of the RIA business at Fidelity Institutional. The advisors who are thriving during the pandemic have upped their marketing initiatives. They are using precision-targeting, addressing emotional as well as financial needs, and creating gigabytes of educational content that they’re giving away for free, often using automated, cross-channel marketing platforms.

Reinventing Marketing For The Pandemic Era (Steve Garmhausen, Barron’s)

Twenty Over Ten’s Samantha Russell on adjusting your marketing content topics to better resonate with prospects during the pandemic:

“Research like this is extremely valuable for your marketing and, in particular, your content strategy. If your content isn’t relevant to your specific audience, it’s going to be more difficult for you to reach that niche.”

How The Pandemic Changed Investors’ Needs (Samantha Russell, Advisor Perspectives)

3 thoughtful questions to ask as you interview with firms:

3 Questions To Ask Employers During Your Interview (Caleb Brown, New Planner Recruiting)

Another marketing opportunity with LinkedIn’s addition of a story feature:

“Indeed, LinkedIn’s move away from being so ‘buttoned-up’ and ‘highly produced’ could be the opportunity advisors are looking for to promote webinars, and show ‘behind the scenes’ content of advisors’ day-to-day and publish tutorials on tax planning and the nuances of the CARES Act, said Samantha Russell, CMO at marketing platform Twenty Over Ten.

Advisors may find that the addition of more visuals at LinkedIn will promote better conversations with prospects and better brand awareness, she said. But to do that, firms will have to be flexible and creative. ‘LinkedIn is the most professional social media platform—and the one I find the highest number of advisors feel comfortable using,’ she concluded. ‘We know that people connect with other, real people (not brands). I think stories offer a fantastic opportunity for businesses of all sizes to post more engaging, authentic content.'”

LinkedIn Is Getting Video Stories. What Will That Mean For Advisors? (Samuel Steinberger, WealthManagement.com)

Tips for engaging video marketing:

“Our breakthrough came when I had the idea of making our videos totally unscripted. When I used scripts (often with a teleprompter) the advisors came across and stressed, robotic and boring.

I decided to see what would happen if we prepared questions to be asked by the cinematographer and didn’t give them to the advisor in advance. I told the advisor not to worry about how they came across, because I was going to shoot a couple of hours of video and edit it down to two 90-second videos. I explained that I could fix just about anything in post-production, so they could relax and just have a conversation with the cinematographer.

The difference in their demeanor and how they came across was immediate and transformational.

Cutting-Edge Videos That Generate Leads (Dan Solin, Advisor Perspectives)

Managing professional relationships with personal social media accounts:

“I consider these my personal accounts where I might post something about my family, or a reaction to something happening in the world. I am careful not to post religious or political opinions given the sensitivity everyone seems to have lately for these. But I do have a personality and it comes through on my personal pages.

The problem is my clients often send me invites to connect with me. Some know me well. I consider them to be friends, and I have no problem accepting their connection but some are either newer clients or ones where I don’t believe I have a really good ‘friendship’ where I want them to know all about me.

Should Advisors Have Social-Media Relationships With Clients? (Beverly Flaxington, Advisor Perspectives)

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