6 ways #finserv can (& should) master content marketing

sales@advisorwebsites.com | 1-866-638-0273 x212

6 ways FinServ can (& should)Master Content Marketing

Presented by:

Phil Laboon, ClearSky SEOLoic Jeanjean, Advisor Websites

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

FREE WHITE PAPER

Add white paper slide

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

SPEAKERS

Phil LaboonPresident/CEOClearSky SEO

Loic JeanjeanDirector of Sales & MarketingAdvisorwebsites.com

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

CONSUMER BEHAVIOR IS CHANGING

% OF PEOPLE WHO SKIP TV ADS

% OF DIRECT MAIL NEVER OPENED

86 44

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

GOOGLE IS THE NEW YELLOW PAGES

% OF PEOPLE WHO DO INTERNET SEARCH

91

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

WHAT ARE THEY LOOKING FOR ONLINE?

68% spend time reading content from a brand they are interested in. [The CMA]

68%

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

A SIMPLE MODEL FOR SUCCESS

Traffic Conversion Measurement

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

AGENDA

What is content marketing?

Targeting your ideal client

Master content marketing in 6 steps

Articles, Q&A, video, podcasts, images/infographic, slidesharing

Next steps

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

SEARCH ENGINE TRAFFIC

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

SEARCH ENGINE OPTIMIZATION

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

SEARCH ENGINE OPTIMIZATION

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

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.

“

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

LIKE WHAT?

Infographics

Whitepapers

Videos Slide Shows

06

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

STEP #1:ID YOUR IDEAL CLIENT

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

WHO DO YOU WANT TO WORK WITH?

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

DEVELOP YOUR CLIENT PERSONAS

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

STEP #2:CREATE VALUABLE CONTENT

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

Jeff uses his blog to answer frequently asked questions

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

Here we see

Retirement Jock:

ranked number 2

All these companies

pay for results

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

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

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

WANT TO CREATE YOUR OWN CONTENT?

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

QUALITY

QUANTITY

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

STEP #3:MAKE A

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

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

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

STEP #4:SHARE IT

sales@advisorwebsites.com | 1-866-638-0273 x212

ALLOW READERS TO SHARE IT

sales@advisorwebsites.com | 1-866-638-0273 x212

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

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

STEP #5:CONVERT

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

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

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

STEP #6:TRACK YOUR PERFORMANCE

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

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

sales@advisorwebsites.com | 1-866-638-0273 x212

Next steps

CommitmentPricingDemo

Statistics

Questions

Welcome

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

sales@advisorwebsites.com | 1-866-638-0273 x212

Thank you!