Are you ready to make 2018 your best year ever? Get started by joining us for an exclusive workshop webinar to create your marketing plan for 2018! We’ll review six steps to get started with your marketing plan including:

  • Your Website
  • Search Engine Optimization (SEO)
  • Email Marketing
  • Event Marketing
  • Social Media
  • Creating a Marketing Calendar

You’ll walk away with a concrete action plan to increase new leads and referrals in 2018 and beyond!

Space is limited, so sign up today.


Jody Smith

“This was in the top 5 of webinars I have ever attended in delivery, content and useful tools that we can implement in our practice.”

-Jody Smith, Edward Jones

Mike Gore

“I just attended your webinar. Huge amount of information, thank you!! Lots to think of and work on, I appreciate it.”

-Mike Gore, Whitney & Gore Financial Services

Chris Janota

“Fantastic webinar with so many tips on all aspects of creating a marketing plan. Highly recommended.”

-Chris Janota, Envoy Wealth Management

Claire

Claire Akin, MBA

Claire Akin runs Indigo Marketing Agency a full-service marketing firm serving top independent financial advisors.

She works closely with several of Barron’s Top 100 Financial Advisors to grow their AUM using digital marketing.

 
READ THE TRANSCRIPT BELOW

Claire Akin:

Hi, financial advisors, and thank you so much for joining me for How to Create Your 2018 Marketing Plan and Grow Your Business By 25% This Year. Now, this is the biggest webinar that I’ve ever done, and I’m giving away, normally, I give away 90% of what I know, I’m giving away 100% of what I know about marketing to you for free, because I want you to be as successful as you can be this year. Now, I know you see a lot of webinars as a financial advisor, and some of them have a lot of fluff and they move slowly. This is not going to be one of those webinars. I’m going to move a mile a minute, I’m going to give you everything I know about marketing, and there’s not going to be a lot of fluff or a lot of downtime.

               Now, I know I can move fast, so, I’m going to give you all of the slides, so that you can download them, you can always rewatch this webinar, and you can take notes with the slides. I’ll make you a deal, if you turn off your phone, put it away, put away the internet, close your browser and focus, I’m going to give you some marketing insights that are going to change the way that you grow your business forever. So, let’s get started.

               Let me tell you a little bit about my background and why I’m qualified to teach you about marketing today. I’m a former investment advisor representative. I got into this business because my dad’s a financial advisor, and I worked with him when I was in high school, and then after college, and then actually after I got my Master’s degree in Marketing. I helped him with his marketing, and through that experience, I realized, what I really love to do is digital marketing for financial services. So, I started my company to help financial advisors like you, to outsource their marketing to a professional. I also have a Bachelor’s degree in Economics and I worked for a company called FMG Suite, which is a leading provider of websites for financial advisors.

               I started Indigo Marketing Agency and I created The LinkedIn Guide for Financial Advisors, which is available on Amazon now, and the LinkedIn course for financial advisors. I also have a resource center that I’ll talk about later, that can help you with your marketing. But let’s talk about you. Now, I know a lot of you are different, you have different stories. But, what’s all consistent with financial advisors today is that marketing and growing your business is getting tougher and tougher. There’s increasing competition out there for advisors. There’s downward pressure on fees because of things like robo-advisors that barely charge anything to manage money. There’s millennials who don’t necessarily understand or trust advisors, and they don’t understand the value that you provide. And what worked in the past, from a marketing perspective, doesn’t work anymore, which can be really frustrating.

               You’ve probably wasted your fair share of money on expensive marketing schemes that haven’t worked. You’re probably confused, maybe you’re frustrated, and I’ve even seen advisors who are in despair and are looking about, thinking about leaving the industry, because what worked in the past doesn’t work anymore, and they’re frustrated. They don’t know how to reach qualified prospects anymore. So, they’re thinking of retiring. But don’t worry, I’m going to teach you a marketing strategy that can consistently work for you into the future to grow your business. Let’s talk about why I care about you as a financial advisor. Here are two pictures, the picture on the left is me with my dad, when I was five years old, in a school play, I was an angel. And on the right, on my wedding day, when I was 30.

               Now, the difference 25 years makes is clear, I got a lot taller and he got a little bit grayer. But I really care about financial advisors because of my dad. He is a great advisor, who has been with some of his clients for over 35 years. And he deeply cares about his clients. And I know how much he helps the people that he serves. And so, I want to help advisors because I know you guys do really important work, serving our community, helping people with their finances, and your only challenge is getting in front of more people and helping people find you when they need you. And so, that’s why this cause is near and dear to my heart, and that’s why I care about helping advisors like you, who really provide value to the people in our communities, so that you can reach more clients.

               What else has changed in the past 25 years? This is a visual representation of the internet and what it would look like if you mapped out all of the pathways. It’s changed everything from the way that we find a restaurant to go to dinner, to the way people choose a financial advisor. And it’s also changed the way that we consume information. And so, if you go to an airport, or if you go out in public these days, people’s eyes and ears are on their cell phones. And if you haven’t adapted your marketing to be on their cell phones and on the internet, then you’re not going to be effective today. What are we going to cover today? We’re going to cover a lot. First of all, we’re going to talk about how advisors really get new clients today. Then, we’re going to go over the only six levers of marketing to make the most impact, finding and embracing your specialization, how to grow your business by 25% this year, crafting your 2018 marketing calendar, and I’ll have a special gift for you at the end.

               Now, I always like to make my webinars a little bit fun, and so, I will make a deal with you, if you find any errors on my slides, send me an email about what you noticed on my slides that was an error, and I’ll send you a free copy of my book, The LinkedIn Guide for Financial Advisors. And that way, maybe you’ll pay a little bit closer attention because there’s a free prize in it for you. All right, let’s talk about the challenges that you face as a financial advisor in your marketing. First of all, we’re all familiar with compliance. Now, today’s, in normal industries, for marketing, what we would do is we would get customer reviews, would get testimonials online, and we’d have them all over your Google page and all over your Yelp page, and people would see so many five-star reviews that they’d be knocking down your door to do business with you.

               Well, that’s not allowed. FINRA prohibits any form of testimonials. So, we can’t use that. Also, advisors are really, really busy. I know that you’re busy, and I know that that has probably hindered your marketing in the past. We also have a complex industry that not a lot of people really understand. And so, if you just hired your local marketing firm, they may not understand the industry and they may not understand some of the compliance constraints that we face. On top of having a complex industry, you also probably have a unique specialty. So, even somebody who is familiar with financial services, may not understand that you serve truly high net worth individuals or that you focus on retirement plans. And so, that’s another obstacle for marketing today.

               You also probably have a very different skill set as a financial advisor, than a marketer. And you may lack the technical knowledge for doing marketing today and taking advantage of some of the important tools that we have out there at our disposal. And you’re probably overwhelmed by marketing, and you just haven’t made the time to really learn what you need to know to move forward from a digital marketing perspective. My goal today is to change the way that you think about marketing forever. I want to uncover a new marketing equation that you understand, that puts you in control of your future and the future of your business. So, we’re going to turn confusion into simplicity. On the left here, we have Einstein’s theory of relativity. We’re going to turn that into a consistent and repeatable process, so that you can grow your business with a marketing mechanism that works for you.

               How do financial advisors really get new clients today? Now, I’m going to argue that there are actually only two ways that you get new clients. The first is referrals. Now, we know that the number one way that people get a financial advisor is they ask their co-workers, specifically co-workers that they respect, for a referral. They also ask friends and family. The second way is because they’re a specialist. So, people will find a financial advisor who specializes in their unique challenges. And if somebody finds you on the internet, I’m going to argue, the only reason they found you on the internet is because you’re a specialist. So, I think the only two ways people find a financial advisor today is from referrals or because the advisor is a true specialist.

               Well, you maybe ask, “Well, what about these other ways that I get new clients?” So, maybe center of influence referrals come to you. I’m going to argue that the reason your CPA friends or your estate planning friends refer your business is because you’re a specialist in what their client is facing. What about client events? Well, clients bring their friends and that’s a form of referral. What about a seminar? Well, maybe people are going to your seminar because you are the retirement income planning specialist. So, that makes sense, right? Maybe, a web search for retirement planning in San Diego. Well, maybe that’s what you focus on. Or maybe it’s a web search for financial planning for women in Albuquerque. Well, you’re a specialist in that area of expertise.

               Maybe it’s direct mail because you’re a social security specialist for divorced spouses. Or, maybe it’s through old-fashioned networking. Well, that’s really a form of getting referrals. And so, I’m going to argue that there’s two ways that advisors get new clients today, and we’re going to focus on those. How can you get more clients? Of course, you can increase your referrals, and you can embrace a specialty, or maybe two or three specialties. And you can increase your website’s conversion rate. Because, even people that are finding you on the internet because you’re a specialist, they go through your website, and we want to make sure that we convert as many of those leads as possible. So, these are the ways that we’re going to focus on getting you more clients this year.

               Let’s talk about the six levers of marketing today and let’s break it down. The first is your website’s conversion rate. The second is the traffic that your website gets. The third is the size and the strength of your network. The people who could possibly refer your business. The fourth is your referral rate. So, of the people who know you, how many of them are actually referring you qualified prospects? The fifth is your specialist campaigns that get you clients that you don’t already know. And I know a lot of you are really interested in this. And the six is events and webinars.

               Your website supports all of your referrals and leads. And it’s important to realize that your website today is your marketing hub. And this is a quote from Michael Kitces, it says, “Would you give your life savings to someone without typing their name into Google first?” No, that would be irresponsible of you. And so, we know nine out of 10 people, even if they’re referred to you by somebody that they know and trust, they’re going to look you up on Google and see what comes up. And so, we want to make sure your website and your social media profiles reflect the credibility that they would get from walking into your office and meeting you. Let’s talk about your website’s conversion rate. On the left, we have the traffic to your website, and then we have your website, and then we have the leads that actually come out of your website.

               How many leads is your website converting for you? Say your traffic stays the same at 300 visitors per month. If we can increase your website’s conversion rate from 1% to 5%, we can get you from three leads per month to 15 leads per month. And for most advisors, that would make a big impact on their bottom line. Then let’s talk about your website’s traffic. Say your website’s conversion rate stays the same at 3%, if we can increase your traffic from 300 visitors a month to 500 visitors a month, we can go from nine leads to 15 leads. And so, that will make a big impact too. And hopefully, we can do both of those things for you. And now, let’s talk about the size of your network and the impact that that has on your business. If we can increase your network from 250 to 1,000, and we keep your referral rate the same, we can increase your referrals from two and a half per year to 10 per year, without actually doing anything to increase your referral rate.

               And on the other side of that coin, is increasing your referral rate. So, keeping the size of your network the same. If we can increase the awareness of what you do and how you can help, we can increase the referrals that you get each and every year. Finally, the strength of your network is important. So, what percent of your network includes your ideal clients? Now, for me, I work with independent financial advisors, like advisors with Cetera. I can’t work with any advisors with big wire houses like Wells Fargo, Merrill Lynch, Smith Barney, those types of advisors, because of their compliance and because that’s just not the advisors that I’m really passionate about helping. I really care about helping true independent financial advisors.

               And so, if I had a email list of 10,000 Wells Fargo advisors, it wouldn’t do me any good because I don’t work with them. So, let’s think about your network and the strength of your network in terms of what percent of your network includes your ideal qualified clients? And we’re going to talk about your specialist marketing campaigns. I’m going to show you one advisor who created an employer-specific marketing campaign. And we ran some LinkedIn ads and did some LinkedIn prospecting, and we got him six new clients in the first month with a specialist marketing campaign. Finally, we’ll talk about events and webinars. Now, I always recommend having a Valentine’s Day lunch for your single female clients. Because, women, let’s face it, we love to get together and we love to go to lunch, especially on Valentine’s Day.

               So, it’s the perfect opportunity for advisors to have a client event, invite all your female clients, maybe 10 or 15 clients, ask them to bring a free guest. And so, maybe I’ll get five to eight non-client guests that attend. And out of that, you can reliably get two to four new clients. Now, my dad did this in his business and he was very successful. And he always got new clients each year from basically referrals from his existing female clients that came to this lunch. So, that’s just one strategy that we’re going to talk about to grow your business.

               Let’s break it down, how are we going to grow your business by 25% this year? Say, you have 100 existing clients, we’re going to increase the website leads that come from your website, five clients this year, that we’re going to increase. We’re going to increase your referral rate from existing clients, and that will bring you five new clients this year. We’re going to increase the referral rate of your network. So, everybody that you know who is not a client, by increasing the awareness of what you do and how you can help, five new clients this year. We’re going to run a specialist marketing campaign for you, to get five new clients. And I’m going to encourage you to do an event or a webinar that will get you an additional five clients. So, the total of these strategies is 25 new clients or growing your business by 25% this year.

               Now, before you say this is far-fetched or it won’t work for you, think honestly, if your life depended on running one of these strategies, say in increasing the leads that come from your website or getting five clients to refer business, could you do that? Of course, you could. It would be easy for you to do one of these strategies. So, I’m going to ask you to work a little bit harder and run all five, or maybe four or five of these strategies, to really grow your business and make this the best year your business has ever had. But first, I want you to focus, and we’re going to talk about something that’s really important, and that’s specializing your practice.

               Now, if you or one of your loved ones had a life-threatening medical condition, would you want to go to a generalist physician? Or, would you want to go to a specialist? Now, that’s easy. Of course, you would want to go to a specialist, if you had a life-threatening medical condition. And you guys all know that people’s finances are as important to them as their health. And so, with something as important as your financial future, would you want to go to a generalist? Or, a specialist who really understands you? Of course, you’d want to work with a specialist. So, I’m going to encourage you to specialize your practice, at least, through your marketing, to make your marketing more effective.

               The riches are in the niches, and this is something that you’ll hear throughout podcasts and articles about marketing. Now, it turns out that in marketing, if you’re a generalist, it just doesn’t work. But as soon as you specialize, your marketing becomes more and more effective, and it’s easier to find and convert your ideal clients. If you’re talking to everyone, you’re talking to no one. And so, I really encourage you to make this the year that you embrace a true specialty. Embracing a specialty means capturing what you do, who you serve, and how it benefits them. People don’t necessarily care about why you do what you do, they care about how it helps them.

               So, I want you to create a one-sentence statement that captures what you do, who you serve, and how it benefits them. Here’s three examples, “I help physicians catch up for retirement in a hurry.” This is an advisor that I work with, that helps physicians with their defined benefit plans. “We help Intel employees maximize their benefits package.” This is an advisor, I’ll show you some examples of his work, he only works with Intel employees. “I help divorcees create a plan for their divorce settlement to last a lifetime.” And this is a very high-end advisor in the southern part of the United States that works with only wealthy divorcees, to make their settlement last forever.

               And before you start creating your specialization, let’s just clarify, this is a common business school concept that I learned at the Rady School at UC San Diego, minimum expectations versus differentiation. And so, we all have minimum expectations, and this is an example for an airline. For an airline, when you purchase a ticket, you expect them to get you from point A to point B safely. You hope that you get there on time, and a bonus is that your bag arrives, too. These are not differentiators. And so, a lot of times, I see financial advisors referring to their minimum expectations as what makes them different. And I’ll show you what I mean here. And so, for a financial advisor, the minimum expectations that we have for you, are that you’re experienced in your credential.

               So, if somebody hires a financial advisor, we expect them to be trustworthy, we expect them to have reasonable fees, and we even expect them to look out for our best interests. And so, saying that these things are what makes you different, those aren’t your differentiators, those are minimum expectations. So, I’m going to ask you to go a step further, and talk about what truly makes you different. So, what really makes clients choose to work with you, instead of a competition? Who do you serve best, and what benefits do you provide to them? That is what we’re going to use to really kick off your marketing and to supercharge your website’s conversion rate. I’m going to walk you through ways to increase your website’s conversion rate today.

               First of all, we’re going to want to take the traffic and convert it into more leads, like we discussed before. And here are the proven ways that I have tried and tested, to do that. First, it’s really important to have a mobile responsive website. We know that over half of the traffic that comes to financial advisors sites is from a mobile device. So, if your site isn’t mobile responsive, then it’s not going to convert as well as it can. And so, what I mean by mobile responsive is not that it just looks okay on a mobile device, but it actually changes its design, based on which device you’re coming to the site from. And so, you can check if your site is mobile responsive, there’s all kinds of tools online to determine whether or not your site is actually mobile responsive. So, I encourage you to try that out.

               And we’re going to increase your conversion rate by capturing your visitors’ attention, lowering the emotional stakes, and offering an easy next step for them to take, even if it’s midnight on a Tuesday night. Five tricks to a high-converting website are, adding your differentiator, adding a sample financial plan, featuring a case study, and making it personal with a blog post or a video, and adding a call to action that converts. And I’m going to walk you through exactly how to do these five things right now. First of all, adding your differentiator. Now, we just talked about specialization and why it’s so important to embrace a true specialty, this is your differentiator, what one urgent problem do you solve for a specific group? Now, I want that to be front and center on your website, so that no one can come to your homepage without understanding one urgent problem you solve for a specific group.

               Now, here are three examples, “Helping business owners retire with true wealth.” This is an advisor that helps business owners sell their firms so they can take some chips off the table and find better work-life balance. “Retirement planning for certified registered nurse anesthetists.” “Guiding breast cancer survivors to financial independence.” This is a financial advisor in San Diego that works with breast cancer survivors. So, what is your differentiator? Let’s put that front and center on your website, so the visitors’ reaction will be, “This advisor will understand my unique situation.” And they don’t have to explain to you what’s different for them about being a lawyer or about being a breast cancer survivor, because you already understand them. The second is a sample financial plan. We want to add a sample financial plan to your website.

               Now, it is crazy to me, how rarely I come across an advisor who features a sample financial plan on their site. Now, we know that we would never buy a car without test-driving it. And in most experiences, we see a sample of what we’re going to be purchasing, but it’s just not something that’s caught on for advisors. However, for the five natural advisors that I work with, it’s incredibly successful, and it’s one of the most visited pages of their website, when they feature a sample financial plan. So, what are people buying when they work with you? Here’s one example of financial life advisors. And they have a button right below their video that explains what makes them different. They have see a sample financial plan, and it is one of the most clicked buttons on their website.

               And then, when you go and you check out their financial plan, you can see, it goes through the financial goals that this hypothetic couple had, and it goes through the asset evaluation, the process they went through, and the outcome. And so, it doesn’t need to be complex, it doesn’t need to be too fancy, it just needs to give an example of how you work with clients and the outcome that they can expect. The third thing we’re going to add to your website to increase your conversion rate is a case study. Now, you probably don’t have a case study on your site, because you may be worried about compliance. Case studies are not testimonials, and so, you don’t need to worry about compliance. Of course, we’re going to get everything approved by compliance in advance, before it goes on your site. But, you can do a case study that explains how you helped a client that you worked with.

               And so, case studies are designed to explain what types of clients that you serve, and how you help your clients. Here’s just one example of a case study on an advisor site, and this is the advisor’s Google Analytics that shows the traffic to their website. And the case study is the most visited page on their website. So, I guarantee you that your clients, your prospects, people considering doing business with you, really want to understand, how do you work with clients? And what’s the outcome? Here are two examples of case studies that my firm has worked with our clients to create. The one on the left is tackling complex executive compensation. This is an advisor that works with LGBT people in San Diego, and so, they work with LGBT executives, and this is a case study of how they went through and overcame some of the challenges for this particular person.

               The case study on the right is managing an unexpected inheritance. And so, this is a great example of how one of their clients got an unexpected inheritance, and how they used it to address some of their financial planning concerns. So, whatever you do best, you’re going to want to feature those in case studies of clients that you’ve worked with, to help people really understand how you help. The fourth thing is how to make it personal. Now, of course, working with financial advisor is extremely personal, and people want to know what you’re like, do they like you? Do they trust you? And so, featuring something that makes it really personal on your website, can help people to know, like, and trust you, and take the next step to do business with you.

               So, I’m going to encourage you to create and make a personal blog post, or even better, create a video, if you’re comfortable creating a video. It’ll be the virtual first impression on your website, to answer people’s question, “Do I like and trust this advisor? And what is their motivation?” Now, to make it personal, I recommend using Simon Sinek’s book or his TED Talk, Start with Why. And so, you can look it up on TED, you can watch his concept of Start with Why. And the idea is that people want to know why you do what you do. So, just like I explained in the beginning of this presentation why I work with independent financial advisors, I want you to explain why you’re passionate about being an independent financial advisor. Create a blog post or a video that explains why you do what you do.

               This is Steve Hutchison with Hutchison Family Office, and he has the most beautiful video about his story of growing up in Greensboro, South Carolina. And he had a single mother, and she had no money, he grew up really poor, and he decided that he was going to devote his life to helping the people he cared about financially. And so, he’s a very successful advisor, and you could see the video that he created on his site. Another option is creating a blog post. And so, this is Ricky Biel, out of Pasadena, California. And his blog post, Why I Became a Financial Advisor, talks about when he was 12 years old, at Christmas, he got zero presents because his family was not in a position to give gifts that holiday season. And that was when he decided he was going to become a financial advisor, to help his family to get out of debt and to become financially independent.

               And so, add your personal blog post or video, put it front and center on your website, so that people can understand why you do what you do. The fifth way to increase your website conversion rate is to add a call to action that converts. What I mean by that is an easy way people can take the next step with you, 24 hours a day. Here are some examples of calls to action that actually convert website visitors into leads, book your 15-minute Q&A phone call, take a risk questionnaire, schedule a social security review appointment, get a complimentary financial plan, request a complimentary business valuation. This was from that advisor that I mentioned who works with business owners, find out how much you’re paying in 401(k) fees.

               And so, of course, you’re going to want to customize this to what your prospects would find valuable, but we’re going to want to add something that is super valuable and super targeted to your site, to get people to take the next step with you. So, you’re going to want to create a landing page on your site, that lowers the emotional steps for people, and offers an easy next step for your prospects to take, 24 hours a day. And so, we want to include how you start working with clients, what your prospects can expect in this meeting, what they need to bring, if anything, and I recommend telling them, “You don’t need to bring anything.” The questions that you’ll review, the benefits that they’ll walk away from the meeting with, and how they can get started now.

               Because, you wouldn’t maybe know it, but a lot of people have financial urgency, not during the business hours. And so, the key time that people realize that they want to take action on their financial plan is likely not during business hours, maybe it’s when, after they’ve had an argument with their spouse about finances, maybe at 11:00 P.M. on a Tuesday night, or maybe it’s on the weekend when they’re finally trying to pay their bills and trying to figure out how they’re going to pay for their kids’ college. So, it’s not necessarily during business hours, but it’s during times that they maybe feel a sense of urgency and they want to take the next step. And so, we don’t want them to have to wait until you’re in your office to answer the phone. We want to give them the next step, 24 hours a day.

               So, building a call to action that converts. You’re going to want to create a landing page that explains the next step. Explain the benefits of taking the next step. Add a calendar scheduler so that people can automatically get on your calendar and create a direct link. So, even if you’re out at a networking event or you’re telling your clients who have a hot referral for you, you can tell them exactly how to take the next step, “Go to indigomarketingagency.com/2018.” And so, they have an easy way to tell their friends how to take the next step with you. All right, we’ve talked about increasing the conversion rate for your website, let’s talk about increasing the traffic to your website. And we’re going to do that with search engine optimization.

               Now, it’s really important to come up for a search for a financial advisor in XYZ city, the town that you work in. And it’s easy to do if you focus on local search engine optimization. So, we are going to talk about how to get your business to show up for a local search. And so, the way to do that is to take advantage of a search engine optimization package. And I have a package, it’s a one-time fee that you are welcome to take advantage of. It’s 875 dollars, and it registers your business with all of the local search engines. And it takes about 30 days to complete, but we do everything that you need to do, to show up for local search for financial advisor in your city. So, get in touch if you want to get started on that. If you want to do it yourself, I’m also going to give you some resources at the end of this webinar, so that you can do this entire process on your own.

               First, you’re going to want to create your listing with Google Business Profile. Also, with Bing and Yahoo. You’re going to want to claim your listing on Apple Maps, your Facebook business page, your info group, and your Acxiom listing. And so, from that process, you are going to go from the before, to this after. So, instead of showing up on the left for the search for your business name, you’re going to show up with a Google Business Profile listing, that shows your logo, photos of your office, your business hours, your website, your phone number. So, it’s really important to claim your Google listing, so that you show up like the right-hand side of this equation, that you’re really highlighted on Google.

               And it’s easy for people to search for you and find you on Google Maps, or Apple Maps, when they, say, want directions to your office, or they want to call you. And once you’ve registered your business with local search engines, and people are finding you through a Google search, you’re going to be able to see your organic or your unpaid search traffic is going to increase. You’re going to get more overall traffic to your website, coming from searches through Google, Yahoo, or Bing. All right, let’s talk about the next step, which is increasing referrals from existing clients. Now, this is kind of the low hanging fruit. But, I would argue that it’s the most important part because your qualified A+ clients know other people that are just like them. So, you really want to focus on getting as many referrals as possible.

               Let’s talk about how to do that. This is a video that was a really popular video that I released last year, The One Sentence My Dad Used to Add 2 Million in Assets Under Management Last Month. If you want to see the whole video, go to indigomarketingagency.com/video, and you can check it out. But, basically, what I’m talking about in this video is the one thing my dad says at the end of every in-person appointment, to help him get, at least, 10% of his clients who he meets with to refer clients, new clients that are just like them. And I’ll tell you what that sentence is in a second. But it cuts through two mistaken assumptions that I think advisors have about client referrals.

               The first is that your clients know that you’re taking on new clients. In my dad’s case, he’s 70 years old now and he plays a lot of golf. And his clients know that he loves to be on the golf course and he’s really busy. So, I think a lot of them, who are also in their retirement years, don’t realize that he is actually actively growing his business and taking on new clients. And so, your clients may not know that you are looking to grow your business. The second is that maybe clients who have already referred you business in the past and maybe have been clients with you for decades, if not multiple decades, you may think that they have no one else to refer. But that’s not true. Your clients are meeting new people all the time.

               So, even if they’ve referred you to their close friends in the past, that doesn’t mean that they’re a referral source that is used up, they are still meeting new people. And so, you need to make an effort to still ask for referrals from clients who have referred your business in the past. And so, the one sentence my dad used to add $2 million in assets under management in one month is, at the end of a client meeting after they say, they’ve gone over the reports, everything’s good, he says, “If you know anyone who needs my help, let’s get together for coffee, breakfast, or lunch.” And that’s the one thing that he says. And about 10% of his clients, one out of 10 who he meets with, say, “Oh you know what? We do know somebody who needs your help. Let’s get together for breakfast.”

               And so, the first in this example, they went to Panera for Coffee. And nobody wanted any breakfast or anything. It cost him $15 to buy coffee for his existing clients and their referral. And this person had $1 million that they transferred, they became a new client. So, you always want to take the conversation in the transfer of trust to meet in person. And so, this is a great way by asking your clients, “If you know anyone who needs my help, let’s get together for coffee, breakfast, or lunch.” Meet in person with your clients and with the prospect, and you will get more referrals this way.

               Let’s talk about growing your network. And this is really where the rubber meets the road. Your network is your email list and your LinkedIn connections, multiplied by the percentage of ideal clients represented. So, if you have an email list of teachers in Texas, but you do business in California with lawyers, that doesn’t count. We want the percentage of your ideal clients represented in your email list and your LinkedIn connections to be as high as possible. And so, that’s your network. The hardest part about marketing, I think, is growing your network. And there’s no really quick fix to this, there’s no sheet way around this, you have to work hard to grow your network. So, you have to add prospects and referral partners to your email list, and add LinkedIn connections. And this is the most important part about growing your network and growing your referral sources in your business over time, as you always have to be growing your network.

               How do you do that? Well, there’s a lot of different ways. Hosting events and webinars, of course, is a great way to share your expertise, and start the conversation and start that relationship with new people. Asking for referrals is important because the more referrals that you add, the larger your network grows. Sharing valuable content, both by email and on social media. Networking with new referral partners, actively using LinkedIn. So, reaching out to people on LinkedIn. And if you want to learn more about that, check out the LinkedIn course for financial advisors or The LinkedIn Guide for Financial Advisors, which is available on Amazon now, to use LinkedIn to meet qualified prospects. Guest blogging, if you do business, say, with an estate planning attorney, you may want to do a blog post on a financial planning concept that their clients may be interested in, and ask them to share it with their network. And that puts you in front of new people that you don’t already know.

               Of course, things like being active in your community, doing charitable things, being involved in your church. These are all great ways to grow your network. Automating your network growth and outsourcing. And so, what I mean by that is having a personal assistant use LinkedIn to grow your network and reach out to referral partners in your area. Or, using company like mine to do the same and outsourcing it. Let’s talk about once you’ve grown your network, increasing the referrals from your existing network. And this is a little bit easier, and it’s something that you can more easily outsource. And so, we want to use inbound marketing to accomplish this. And what I mean is helping people find you, when they need you most. That’s the heart of inbound marketing, instead of outbound marketing, which was basically advertising to people. We want to use inbound marketing by sharing content and helping people find you when they need you most.

               The content we want to share is valuable, current, educational, entertaining. And it is so valuable that it feels gift-like. And so, you want to share something with your clients’ near prospects, that they will share with their network because they got it for free, and they find it really valuable. It answers their most pressing questions. And so, for my dad’s firm, he works with a lot of widows. And so, they might Google, the steps to take when they’re widowed. And so, we created a report for him, that’s, The First Financial Steps for Widows to Take. And this is something that his network will share with widows that they know, who are going through this difficult transition, because it’s a valuable resource. And then, of course, they can call him and ask him any questions.

               The goals of content marketing are to position you as the subject-matter expert on this particular topic. To give away 90% of what you know for free, to prompt specific questions about their situation, and to just start the conversation and engage with people. You’re going to want to take each piece of content that you produce, and share it via email marketing. Now, social media is great, Facebook, LinkedIn, Twitter, they’re great, but email marketing is still at the core of marketing today. Over 90% of people check their email every day. I know I do, I’m sure you do, too. 70% of advisor’s new leads come from email marketing. And you can email people up to once a week to stay top of mind, without seeing your unsubscribe rates go up. You also going to want to share all of your content on social media.

               And that’s important because, for better or for worse, people spend a ton of time on social media. This is the average minutes per visitor per month to social media sites. 405 minutes per visitor on Facebook. LinkedIn has people spending less time there, but there’s a lot less competition of content. There’s less cat videos, there’s less pictures of your grandkids. And so, if you share content on LinkedIn, you have less to compete with. So, I recommend spending some time on there. And also, of course, on Twitter. And so, you want to be sharing your content daily. Here’s an advisor who works with business owners, and here’s one post that he shared of it, Is an ESOP a Good Fit for Your Business? And so, you want to be sharing your blog posts, all of this content that you created that’s really valuable, be sharing it on a daily basis to stay top of mind with your network.

               And target your ideal prospects. We can use LinkedIn to find people who fit your target demographic and send them a connection request so that they become part of your network, and they see all of the content that you’re sharing. Finally, we want to track your progress with Google Analytics. And so, you can see, from this advisor’s Google Analytics, a lot of their traffic is coming from Facebook. So, you can see that 90% of their social media traffic is coming from Facebook. You want to make sure, all of your efforts are paying off and you want to understand where your traffic to your site is coming from.

               Finally, we’re going to talk about creating your specialist marketing campaign. And so, for this, I’m going to give you the example of Point Wealth, who created a specialist marketing campaign by employer. And so, they’re in a small town in Wisconsin, and the town happens have one major employer. And so, we created a report for them about How To Maximize Your Greenheck Benefits Package. And that’s the main employer in this town. This advisor created this great report, it talks about their 401(k) plan, it talks about their paid time off, their disability insurance, life insurance, all the benefits available through this company. And it’s a really valuable report. It’s the only thing like it that exists out there for these participants or these employees of this company.

               And so, we added it to their website where they have to put in a name, a phone number, and email address, to download this report. And then, we use LinkedIn to find people who work at this company in this area. And so, we reached out to everybody that works at this company and that lives in this town. We sent a message that says, “Let’s connect on LinkedIn.” And then, when they accepted that connection request, we sent a follow-up message, sending the report to these people. A lot of the people who we sent the report to, actually followed up. One of them was somebody who worked at the company, and wanted them to come in to do a lunch and learn at the company. So, this was incredibly successful. Everybody who signed up to receive the report, of course, the advisor now has their email address. So, we sent them follow-up emails that say, “You could get a retirement plan and save 50%.”

               And then they have a button to schedule an appointment to start working with the advisor. And so, it’s an incredibly successful campaign, that position this advisor as a specialist with his benefits package, and he was able to get six new clients out of this effort. The last effort that I want you to focus on is having events and webinars. Now, events, like we talked about the Valentine’s Day event, that is really powerful for getting new client referrals. So, your existing clients bringing new people to an event, and introducing you to them. Webinars are going to be the better avenue for people that you’re not connected with, who you don’t know. Let’s say you did a webinar for employees of a specific company, or how physicians can catch up for retirement in a hurry.

               And then you can use that webinar to capture new leads of people who don’t already know you. And just like you’re spending some time with me on this webinar, those people spend a half hour or an hour with you, and they get to understand what you do, and they get to trust you. And so, that’s a great way to get new leads that you’re not already connected with. Having a specialist webinar is very powerful, you can create an evergreen webinar and you can use it for months or even years, to get new qualified prospects. Here’s one example of the advisor that I mentioned that only works with Intel employees. They created this awesome webinar that was about Life After Intel, with Ben Manny, who is a Intel executive who had retired.

               And they did a nice Q&A with him about how he transitioned from Intel into retirement, and had the advantages, the disadvantages, what he learned, and some of the lessons he learned along the way, and things that he recommends to people preparing for retirement at Intel, which is exactly who this advisor wants to meet. And so, having this webinar is a perfect way for people to self-qualify themselves as prospects, and then get to know this advisor and how he helps people who are retiring from Intel. And so, this is something that you could use LinkedIn or you could use Facebook, or you could use email marketing to get new people into your pipeline, to get to know you and basically listen to your webinar and then take the next step.

               And so, let’s talk about putting it all together and creating your marketing calendar. You’re going to want to focus on one piece of content, each and every month, for 2018. And for each piece of content, you’re going to share it on your website, by email and across social media. The types of content I recommend are some personal content, some content aimed at getting referrals, some timely topics because they do really well with your clients and prospects, specialist content to position you as an expert in a unique niche, event promotion, we talked about having events and webinars, and, of course, client education. Because, part of getting more referrals and growing your business is staying in front of your current clients. I’ve put together the sample marketing calendar for you, your 2018 marketing calendar.

               The first post is that make it personal post that we discussed, Why I Became a Financial Advisor. The second is, What We Do and How We Can Help. This helps your existing clients and your referral partners to understand exactly who you work with, and how you help those people. So, this is a critical flagship piece of content that you need on your website. Of course, for March, we have, Does Someone You Know Need Our Help? And this is a call to action for your existing clients to refer the people that they know. And it’s important to ask for those referrals on a regular basis, twice a year. In April, we have, You Can Now Schedule an Appointment Online. And this is your call to action that we talked about adding it to your website. And so, this explains the way that you get started meeting with prospects, and how they can schedule an appointment online. And so, this is important to announce to your network.

               In May, we have those case studies that we discuss, Case Studies of Clients We’ve Recently Helped. In June, we have, Please Join Us for Our Client Appreciation Event. And this is the event that you want to have targeted at having your clients bring their friends to introduce them to you in person. In July, See a Sample Financial Plan and Share it With Your Friends. And that way, when someone asks your client about their financial advisor, they could say, “Yeah, yeah, let me send you a sample financial plan that my advisor has on their site, so you could check it out.” Give people an easier way to refer you. In August, we have an Exclusive Specialist Report. And that’s the report that we just discussed, maybe an employer-based report or maybe whatever captures who you serve, and what’s ever uniquely valuable for the clients that you serve, you’re going to want to produce and send out to your network.

               September, Please Join Us for an Exclusive Webinar. And that’s going to target your specialist campaign. So, both August and September are focused on your specialist campaign. And then in October, Take Our 2018 Client Survey. And that’s really important to survey your clients, at least, once a year. Ask them about their satisfaction with your team, with your processes. And then at the end of the client survey, guess what? We ask, “Do you know anyone who needs our help?” And you’ll end up getting a few new clients out of your client survey. An added bonus about your client survey is your clients will tell you why they chose to work with you, instead of someone else, and why they think you’re uniquely suited to help people like them.

               November, we have, Financial Actions to Take Before the End of the Year. And this creates a sense of urgency, so people can forward it to their family and friends to get them acting before the year is up. And then, December is another personal post, What We’re Grateful For This Year. Make sure, in your happy holidays, post your clients, you let them know that you’re never too busy to help somebody that they care about. As they go into the holidays, and they’re going to be around their family and friends, you want to stay top of mind and let them know that you are open to working with their family and friends, and that you’re accepting new business. So, this is your 2018 marketing calendar that’s going to grow your business by 25% this year.

               Of course, you’re going to want to customize your strategy to your unique business, but use this as a framework to create your own marketing calendar, and commit to achieving it this year. If you need help, I have the resources for you to do this yourself at Indigo Marketing Academy. Go to indigomarketingagency.com/academy, and you can sign up, you can download a customizable marketing calendar, you can download all of the blog post templates that I discussed in the marketing calendar. You can download templates and customize them and make them your own. So, this gets you so much closer to actually producing all of the pieces of content on this calendar. And I’ve included all of my courses, including the LinkedIn course for advisors, as well as all of my webinars, and how-to videos, to actually execute your strategy for 2018.

               So, check it out, indigomarketingagency.com/academy. It’s only $39 a month, and you can sign up today, to do this yourself. If you need more help and you want to outsource, I have a deal for you for 2018. You can invest in search engine optimization, which is normally $875. We’ll set up and optimize your social media profiles, we’ll do your email marketing engine setup, and we’ll include a year of custom content marketing every single month, as well as a custom report or white paper. And the total value of this is normally over $7,800, you pay only $6,900, you save almost $1,000. It’s just $1,500 setup and $450 per month. If you want to sign up now, we’re only taking the first 15 advisors. So, go to indigomarketingagency.com/2018 to claim your spot now.

               Please connect with me on LinkedIn, so we can stay in touch. I share weekly marketing tips for financial advisors on LinkedIn. So, you can check me up there. And, at this point, I will open it up for any questions. You can type a question into the chat box, and I will respond personally to you by email. Thank you so much for joining me today. I hope that this webinar was valuable. Please get in touch either through the academy, or hire us to do this marketing plan for you, so that you can make it this year, your best year yet. Good luck in the future and let’s keep in touch. Thanks so much for joining me.

Jordan Pinelli

Account Manager
Denver, Colorado

A born strategist, Jordan always starts with “why” when brainstorming marketing tactics with her financial advisor clients. With recommendations rooted in data and industry best practices, she loves growing advisors’ awareness of their strategies’ positive impact on their business.

Jordan obtained her bachelor’s degree in business administration (with an emphasis in marketing and management) and her master’s in communication and media management from Colorado State University. Before joining Indigo, Jordan already had 6+ years of financial services experience and 8+ years of marketing/project and campaign management experience under her belt—making her a powerhouse addition to the team! Outside of strategizing for her advisors, Jordan’s hobbies include pottery, hiking (when she’s in shape), and ordering delivery or takeout. She is happily married to her husband, Max, and a dedicated dog mom to her oversized golden retriever, Kai.

Indigo Marketing Team Member Anne Wheeler

Anne Wheeler

Marketing Assistant
Cincinnati, Ohio

Anne Wheeler is responsible for a variety of administrative tasks as well as updating social media pages for clients. Anne enjoys the creative side of her position and the ability to collaborate with the team to help advisors get started with Indigo.

Anne holds a bachelor’s degree in communication from the University of Tennessee. Outside of work, she enjoys walking, baking, spending time with her husband, Rick (a structural engineer), and two sons, Thomas and Turner. Anne loves being a full-time mom, and appreciates that Indigo gives her the opportunity to work part-time while still caring for her boys.

Hugo Fernandez CEO of Indigo Marketing

Hugo Fernandez

CEO
Whispering Pines, North Carolina

Leading the Indigo team with heart, Hugo Fernandez is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.

Hugo Fernandez is also CEO of Indigo’s partner company, Just Digital, and author of The Client Acquisition Blueprint. He has personally helped hundreds of entrepreneurs grow their business through his proven blueprint for creating an EPIC marketing strategy and online presence.

Kelli McLeod Director of Client Services

Kelli McLeod

Director of Client Services
Colorado Springs, Colorado

Kelli McLeod plays an integral role at Indigo while overseeing the Account Services Team, providing customer service, getting financial advisors onboarded and in serving as their primary point of contact during that process. Her team looks to her for her leadership and decision-making abilities For Kelli, the most rewarding part of this role is working with clients one-on-one to ensure they’re happy and that their needs are met.

Kelli has a bachelor’s degree in communications and public relations from Pacific Lutheran University. More recently, she’s done extensive work in the corporate housing and property management industries.

Kelli currently lives in Colorado Springs, Colorado, with her husband, Ian, who is an officer in the U.S. Army, and their two sons, Zachary and Cameron. When she’s not working, you can find her running or hiking, attending group fitness classes, and cooking. Kelli’s also an avid book club enthusiast, so be sure to reach out to her if you’re looking for a new read.

Sara Dressler

Director of Operations

DuPont, Washington

Sara Dressler manages all systems and operating processes while overseeing several departments. Sara is responsible for supervising many activities within Indigo and identifying areas of improvement to better meet company goals. She functions as the bridge connecting management to every department.

Sara has a bachelor’s degree in business administration and a minor in communications from Pacific Lutheran University. She leverages this degree, along with her years of experience as a virtual assistant, to keep our company running like a well-oiled machine. Sara is happiest when spending time with her family. Her three young boys and life as a military spouse keep her busy, but she wouldn’t trade it for the world. She lives an active lifestyle and loves working out, getting outside, and watching sports with her family (whether it’s on TV, at her kids’ games, or in the backyard).

Indigo Marketing Team Member Elizabeth Reider Director of Marketing

Elizabeth Reider

Director of Marketing
Clearwater, Florida

Elizabeth Reider is a woman of many talents. She spent 10 years as a Chief Marketing Officer for a top-level independent financial advisor, and since her entry into financial services, she has networked and become friends with many advisors. Elizabeth admires their empathy, knowledge, and passion for their work, and has seen how independent advisors are more than professionals providing investment and planning advice; they are trusted confidants, life coaches, and guides. Over time, they become a part of their clients’ extended family—and she loves coming alongside that. (Check out this video to hear directly from Elizabeth about why she loves working with financial advisors.)

As Director of Marketing, Elizabeth helps get the word out about how partnering with Indigo can take an advisor’s marketing to the next level and beyond to grow their business and increase their productivity.

Elizabeth earned her bachelor’s degree in management information systems from the University of South Florida Muma College of Business. She also holds a life, health, and variable annuity license, which gives her a special understanding of the many products and services advisors offer. Originally from Clearwater, FL, Elizabeth loves to travel and has visited 12 countries, including extended visits to eSwatini, Africa, to visit family and assist with humanitarian relief programs. She has seen firsthand how independent financial advisors are providing advice to their clients that outpours into the lives of their own families, staff, community, and sometimes across the globe. When she’s not working, Elizabeth enjoys attending orchestral and theater productions with her husband, David, and taking their son, Julian, to art museums, as well as family evenings in the backyard playing baseball with her son and shih-tzu poodle, Wrigley. She is also an active participant in overseas humanitarian work—using her skills to make a difference in the lives of others.

Indigo Marketing Team Member Katie Cress

Katie Cress

Digital Marketing Consultant, Sales & Client Strategist
Cincinnati, Ohio

It’s Katie Cress’s mission to help financial advisors reach their ideal prospects through custom digital marketing. On any given day, you can find Katie meeting with new financial advisors to learn more about their marketing goals, who they love working with, and why they’re passionate about helping others. Her favorite part of her job is meeting new advisors every day and continuing to learn how each firm and individual advisor is different, and using her marketing and small business background to help them craft a game plan that empowers them to grow their business and enhance their services. Often described by loved ones as a “helper” and “caretaker,” Katie is passionate about advocating for her advisors’ needs and supporting her coworkers to help them succeed.

Katie holds an MBA from Xavier University and a BA in Economics from Ohio University. A Midwest girl for life, she lives in Cincinnati, Ohio, with her husband, Brandon (who’s also a marketing guru), and their three kids, Charli, Lucy, and Teddy. She and her husband also own Clean Eatz Cafe, where they use their collective marketing prowess and love of food to create a welcoming space for employees and hungry customers alike. Katie is passionate about and for small business owners, being raised by her father who was an entrepreneur, being one herself with her husband, and working with them every day at Indigo. She loves the spirit, creativity, and drive of entrepreneurs. When Katie’s not working or helping run the family business, she enjoys working out with her husband at Orange Theory, loving on her three kids, and cooking delicious food.

Indigo Marketing Team Member Lori Koepke

Lori Koepke

Account Manager
Boise, Idaho

Lori Koepke plays a major role as a liaison between Indigo Marketing Agency and its wonderful clients. She works directly with our advisor clients on their marketing strategies, marketing calendars, article creation, editing processes, compliance approvals, deployment of their content, and more. Lori enjoys helping strategize and be a support to her clients, and loves the camaraderie among the Indigo team members.

Before joining the Indigo team, Lori was a schoolteacher for 10 years. She has a Master of Education and Bachelor of Arts in Elementary Education from Concordia University in Portland, OR. She was born and raised in Vancouver, B.C., and lived in Vancouver, WA, for 25 years before moving to Boise, Idaho, where she currently resides with her husband, Jeremy, and four wonderful kids, Sophie, Tanner, Jonas, and Violet. In her free time, you can find Lori reading, watching football, and driving her kids to all their activities.

Watch this video to hear why Lori loves working with Indigo.

Indigo Marketing Team Member Heidi Wilson

Heidi Wilson

Account Manager

Alexandria, Virginia

Heidi Wilson thrives on helping advisors create an online voice and streamline their marketing efforts. With her mother being a retired financial advisor and her brother-in-law currently a CFP® professional, she’s passionate about taking the marketing pressure off of advisors so they are able to focus on their clients. She loves when advisors tell her something we did for them helped; it can be as simple as taking something off their very busy plate or helping them land a new client with one of the articles we wrote. With broad-based consumer and B2B marketing experience, Heidi is constantly thinking outside the box and brings a fresh perspective to the Indigo team.

Heidi holds a bachelor’s degree in public relations from Florida State University and hails from Tampa, Florida. Her husband, Chris, is in the U.S. Army, and as they are constantly moving, they take every opportunity to explore the new areas where they’re living. Some of their favorite places they’ve called home include Hawaii and New Orleans. Heidi is thankful for the opportunity to work remotely with Indigo, which allows her to take her job with her, no matter where the Army moves her family next.

Watch this video to hear why Heidi loves working with Indigo.

Indigo Marketing Team Member Jillian Segrue

Jillian Segrue

Account Manager
Columbus, Georgia

Jillian Segrue acts as a liaison between clients and the Indigo team, using her 12 years of customer service experience in fields such as healthcare, financial services, and risk management to help hone their message and deploy it effectively and efficiently. Jillian enjoys building unique relationships with each of her clients as she uniquely helps them reach their ideal target audience.

Jillian has a bachelor’s degree in healthcare administration and a minor in business administration from SUNY Brockport. Originally from Rochester, NY, she currently lives in Columbus, GA, with her husband, Tim (an Army captain), daughter, Macie, son, Henry, and two cats. As a military spouse, Jillian appreciates the flexibility Indigo provides—allowing her to juggle motherhood and excelling in her career—and its unmatched positive, supportive, and uplifting company culture. In her free time, Jillian loves to read, shop, and go running outdoors (just not in the Georgia heat!).

Indigo Marketing Team Member Amanda Laskey

Amanda Laskey

Account Manager
Pittsburgh, Pennsylvania

Amanda Laskey works with clients one-on-one to develop and implement marketing strategies that help spread the word about who they are and how they help. In her role, Amanda strives to deliver outstanding customer service to our clients. She is tech-savvy, an independent problem-solver, extremely organized, an excellent communicator, and thrives on helping others. She appreciates the ability to work remotely in a collaborative team environment while supporting her family.

Amanda holds a Bachelor of Arts in Education and a Master of Arts in Inclusive Education from Seton Hill University and has over 10 years of experience in secondary classroom teaching and over 3 years as an Executive Assistant. A proud Army spouse, Amanda resides in Pittsburgh, PA, with her husband, Brandon, their two sons, Jackson and Harrison, and their sheepadoodle, Waylon, and goldendoodle, Cash. Outside of work, Amanda enjoys spending time with her family, relaxing at the beach, traveling to new places, dessert, and all things Disney.

Indigo Marketing Team Member Beverly Anderson

Beverly Anderson

Account Manager
Portland, Oregon

Beverly Anderson is the go-to contact point for advisors to create a targeted and cohesive marketing strategy that is unique to their specific goals. She loves seeing her clients experience positive results from their marketing efforts, and as a world traveler, she appreciates the ability to work remotely and connect with clients from any country.

Beverly holds a Bachelor of Science in Business Administration from Oregon State University. In addition to traveling, she enjoys making music as a singer/songwriter and anything outdoors (she’s an avid snowboarder and rock climber). She and her partner have a rescue pup, Toro, a former street dog in Cabo, Mexico, before they adopted him. Beverly has three older sisters, with whom she is very close, and they all, along with her mother, live in the Portland area. Although she spent the first half of her childhood in Fountain Hills, Arizona, Beverly considers Portland to be home.

Watch this video to hear why Beverly loves working with Indigo.

Indigo Marketing Team Member Kasey Yhap

Kasey Yhap

Account Manager
Ellicott City, MD

Kasey Yhap’s commitment to her clients is the driving force behind her work. Her diverse educational background (a bachelor’s and master’s degree in vocal performance from the Peabody Conservatory of Music and a master’s degree in communications from Syracuse University) has equipped her with the unique skill set required for success. Kasey’s strong communication skills and creative mindset, combined with her passion for helping her clients, make her a valuable asset to the team.

In her free time, Kasey stays active and maintains a healthy lifestyle through yoga, CrossFit, and spending time outdoors. These hobbies complement her professional life by allowing her to recharge and bring new ideas to her work at Indigo.

Indgio Team Member Dan Corcoran

Dan Corcoran

Account Manager
Madison, Wisconsin

Dan Corcoran enjoys being on the front lines of financial advisor marketing, working directly with advisors to help them build a strong marketing plan to get their firm’s message out. Working remotely can be a challenge as talking to others, brainstorming, and sharing experiences recharges him; he maximizes touchpoints to connect with others to make every day at Indigo rewarding.

Dan holds a bachelor’s degree in journalism and mass communication from the University of Wisconsin-Madison. He enjoys drone photography and videography (he owns his own drone business, Forward Focus Photography), sports broadcasting (he was a hockey broadcaster for four years prior to COVID), spending time with family, camping/hiking, running, swimming, and road biking.

Originally from Sun Prairie, WI, Dan has three siblings, and prior to joining Indigo’s team, he worked for an RIA in Madison for two years.

Indigo Marketing Team Member Lisa Gaines

Lisa Gaines

Content Deployment Manager
Fort Hood, Texas

Lisa Gaines spends her work days uploading blog posts to our clients’ websites and LinkedIn profiles, drafting emails, and making adjustments to content as advisors request. Lisa has learned a lot as a long-time member of the Indigo family and has enjoyed seeing the processes evolve to become more streamlined and efficient over time. And she loves working with the amazing Indigo team! 

Lisa is a proud alum of Texas A&M University, where she received a Bachelor of Business Administration in Finance. As a military child, Lisa feels as though she grew up everywhere; however, she claims central Texas as home where most of her family is originally from. She currently lives in Fort Hood, Texas, with her husband, Korey (an active-duty Army officer), and two kids, Madelyne and Jameson. As a military family, Lisa moves quite a bit—often to areas where the job market is small. She loves that Indigo provides her with a steady job she can take with her wherever she goes. When she’s not working, Lisa enjoys dabbling in interior design, binging a good Netflix series, and spending time with friends and family.

Read more about why Lisa loves working with Indigo.

Profile picture of our web developer - Joshua Yanson.

Joshua Yanson

Web Developer
Negros Occidental, Philippines

Joshua spends his days developing client websites, implementing automations, and troubleshooting website issues. He enjoys the challenge of working with websites while simultaneously learning new tips and tricks to optimize them for maximum efficiency.

Originally from Pulupandan, Negros Occidental, Philippines, Joshua holds a Bachelor of Science in Information Technology, and in his free time enjoys playing computer games and watching anime and movies.

Indigo Marketing Team Member Jennifer Farrior

Jennifer Farrior

Lead Writer & Proofreader
Louisville, Kentucky

Jennifer Farrior is Indigo’s go-to for all things proofreading and editing. Her attention to detail is unmatched, and she takes pride in making sure every article is clean and concise before it heads out to our financial advisors. She says, “Even a single typo can affect an advisor’s credibility, and we strive for perfection when it comes to how they’re presented online.” As Lead Writer, Jennifer trains and manages the team of writers, and also writes and collaborates with team members to create Indigo’s blog posts and promotional material.

Jennifer holds a bachelor’s degree in English from UCLA. In addition to her role at Indigo, she runs her own copy editing and proofreading business, She Proofreads LLC. Jennifer hails from San Diego, California, but now lives in Louisville, Kentucky, with her three kids, Joshua, Julia, and Joel, and goldendoodle, Dexter. She loves working at Indigo because it provides her with the income, flexibility, and the community she needs as a stay-at-home mom. Outside of work, you can find her spending time with her kids, friends, boyfriend, or working on a puzzle while watching Netflix.

Indigo Marketing Team Member Sarah Robichaud

Sarah Robichaud

Social Media Manager
Rochester Hills, Michigan

Sarah Robichaud uses her love of spreadsheets to create engaging content calendars for our clients’ social media pages. Sarah holds a bachelor’s degree in psychology from Salisbury University and a master’s degree in marriage and family counseling from Liberty University. In addition to her role at Indigo, Sarah volunteers as a virtual administrator for Army Wife Network, a nonprofit organization that aims to empower and educate military spouses through blogs, podcasts, and various other resources.

Born and raised in Maryland, Sarah currently lives in Rochester Hills, Michigan, with her husband, Andrew, two children, Emily and Logan, and two fur babies, Penny and Chewbacca. As a military spouse and mother, Sarah loves working for Indigo because of the flexibility it affords her, allowing her to continue to build her career while frequently relocating around the globe and working on her own schedule to accommodate a busy lifestyle. Sarah also loves Indigo’s supportive team atmosphere. Outside of work and volunteering, you can find Sarah enjoying time outdoors with her family, typically running, camping, or traveling. An avid traveler, she’s visited 16 countries and is always planning her family’s next great adventure.

Peter Wardenaar

Peter Wardenaar

SEO Specialist & IT Lead
Cali, Colombia

As a natural problem-solver, Peter Wardenaar uses his skills to help financial advisors find new ways to grow their site traffic and attract more clients they love. Peter enjoys the dynamic nature of his role; the challenges are never the same as every situation is unique and requires a different approach. But don’t let Peter’s technical prowess fool you—he also has quite the creative side! Before joining the Indigo team, he worked as a first-grade teacher and university English professor in Cali, Colombia.

Peter has bachelor’s degrees in education and in music from Portland Bible College and a master’s degree in music production and technology from Berklee College of Music. In his spare time, he loves writing and recording music, graphic design, engaging with people, and studying leadership and theology. Peter is also one of the most well-traveled people you’ll ever meet! He was born and raised in the Netherlands but lived in the Pacific Northwest for over 12 years. Today, he resides in Cali, Colombia, with his wife, Gloria Isabel, and their three kids, Emanuel, Paloma, and Violet.

Indigo Marketing Team Member Kourtney Kearney

Kourtney Kearney

Tech Support
Antelope, California

Kourtney Kearney is a data-driven woman with a knack for coding. On any typical day, you can find her building web pages, troubleshooting bugs in code, and setting up automations to make life easier for our clients. Thanks to her technical background, Kourtney has a vast understanding of the inner workings of websites and the data associated with them. She’s always on the lookout for new technology that will help us improve our workflows so we can focus on what we do best—helping financial advisors grow their business. Kourtney enjoys the variation of tasks and loves the challenge of taking an existing website and making it better without completely rebuilding it.

Kourtney is originally from Newark, CA (Bay Area), but currently resides in Antelope, a suburb of Sacramento, and holds a Bachelor of Arts in Art History and Curatorial Studies. Outside of work, Kourtney spends her free time reading, playing volleyball, baking with her two sons, and hanging out with family.

Indigo Marketing Agency Adrian Bachini

Adrian Bachini

Web Developer & Tech Support
Manila, Philippines

Adrian Bachini works on tasks requiring technical knowledge and other various administrative tasks. A software developer by day, prior to joining Indigo, Adrian had very little knowledge on how nontechnical positions operate. His position at Indigo allows him to both learn and experience a variety of platforms and gain more knowledge about how to maximize marketing initiatives.

Adrian holds a bachelor’s degree in computer science with a specialization in software technology from De La Salle University Manila. Adrian considers himself somewhat of a workaholic, with a full-time day job in addition to working with Indigo. When he’s not working, he enjoys watching documentaries, action movies, and anime, and also loves cycling on muddy downhill trails or cross-country rides, playing video games, and simply resting when he can. He is also a licensed commercial pilot and flies in his free time; he obviously also enjoys traveling. Adrian lives with his family and more than a few pets (11 dogs, 6 cats, a few birds, and fish)—he has more pets than humans in his home!

Claire Akin

Claire Akin

Founder
San Diego, California
Claire Akin founded Indigo Marketing Agency with the mission to help financial advisors leverage marketing to grow their businesses. As a former Investment Advisor Representative and proud daughter of an independent advisor, she’s seen first-hand the value advisors bring to their clients and community. Claire transferred ownership of Indigo Marketing Agency to Hugo Fernandez in 2022 to spend more time with her family.
Indigo Marketing Team Member Adriana

Adriana Escalante

Website Project Manager
San Antonio, Texas

Adriana Escalante thrives on creating an online representation that looks and feels true to our financial advisor clients as she builds their websites to best represent them and their businesses. Her experience working on travel and tourism websites motivates her to make sure every site she works on is exciting and engaging to web visitors. A graduate of University of Texas in Austin, Adriana double-majored in International Relations and a Liberal Arts program called Plan II. She also received a certification for front-end development from a coding academy in Austin, which has equipped her to serve as a great liaison between developers and clients.

After living in Austin, TX, for most of her adult life, Adriana now resides in San Antonio, TX (a city with a ton of history and many things to do), with her partner, Russell, and their dog, Abbey. She also has a brother and sister with whom she’s very close and tries to see a few times a year. Most of Adriana’s hobbies revolve around nature. She grew up spending lots of time on a sailboat or at a beach, and her family has a small cabin in Creede, CO, where she spends half the year hiking, camping, skiing, or snowshoeing (depending on the season). When she’s in Texas, she tries to get out most weekends to kayak. A Texas Master Naturalist, Adriana loves learning about all the plants, birds, and animals in her home state. She also dabbles in making stained-glass suncatchers!

Profile picture of our marketing assistant - Kaitlin Thornal.

Kaitlin Thornal

Marketing Assistant
Fort Moore, Georgia

Kaitlin Thornal helps clients onboard as they begin their marketing journey with Indigo, and she loves meeting new people and learning new things. She holds a Bachelor of Arts in Journalism and Mass Communication/Public Relations, International Studies, and a minor in French from the University of North Carolina at Chapel Hill, as well as a Master of Arts in Communication and Leadership Studies from Gonzaga University.

Kaitlin was born at Fort Lewis, Washington, but she moved around a lot growing up, spending the most time in North Carolina. She now resides in Fort Moore, Georgia, with her husband, Mason, and their four children, Caroline, Mason, Jack, and Bo. Kaitlin’s favorite place to live has been Europe (Italy, Ireland, and Belgium) and she would go back in a heartbeat! In her spare time, she enjoys long-distance running, reading, and spending time in the mountains of western North Carolina.

Profile picture of our marketing assistant - Samantha Triglia.

Samantha Triglia

Marketing Assistant
Queens, New York

In her integral role, Samantha Triglia schedules social media posts, deploys email campaigns, and updates Google Business Profile pages for clients’ new blog posts. She also assists with lead generation/tracking and other administrative tasks. Helping out wherever she’s needed, Samantha appreciates the opportunities she has to learn and grow in her position. She says, “I love being a part of the team, especially when content deployment involves many moving parts and collaboration to get done and ready to go.”

A former teacher for 14 years, Samantha holds a Bachelor of Arts in Childhood Education from St. Francis College in Brooklyn, New York. She also holds a Master of Arts in Middle School Earth Science Education from CUNY Brooklyn College and a Master of Science in Educational Administration and Leadership from the University of Scranton. (Yes, TWO master’s degrees!) While in college, Samantha was the assistant to the Chief Compliance Officer of a brokerage firm on Madison Avenue in New York City for high-net-worth individuals and families, so she’s quite familiar with the types of clients Indigo serves.

Born and raised in Brooklyn, Samantha currently lives in Rockaway Beach in Queens, New York (the place the Ramones song is about!), with her husband, Matt (a Navy veteran and currently a New York City Firefighter), and their three sons, Matthew, Thomas, and James. Outside of work, Samantha enjoys spending time with her family riding bikes on their neighborhood boardwalk and going to the beach. They love to travel, including yearly family trips to Hershey, Pennsylvania, and Universal Studios in Florida (they’re big Harry Potter fans!). Samantha also stays active exercising and playing on a women’s softball team and a co-ed beach volleyball team with her husband.

Profile picture of our marketing assistant - Amanda Bicknese.

Amanda Bicknese

Marketing Assistant
Colorado Springs, Colorado

Amanda wears a few hats at Indigo, bringing value to the team by creating custom social media posts for advisors, assisting with the onboarding process of new team members, and tackling behind-the-scenes team tasks. She loves to collaborate with our amazing clients and supportive team members.

Born and raised in Fort Myers, Florida, Amanda holds a bachelor’s degree in English Literature from the University of Central Florida and a master’s degree in education from North Carolina State University. She worked as an educator for about a decade before pivoting to a career in writing and marketing. A Space Force military spouse (former army), Amanda and her husband, Michael, are currently located in Colorado Springs, Colorado, with their two children, Mikayla and William, and two fur babies (a cat and a dog). When she’s not reading or writing fiction in her spare time, Amanda enjoys hanging out with family, hiking, trying new foods, and traveling.

Profile picture of our account manager Adam Spera.

Adam Spera

Account Manager
Astoria, New York

A marketer at heart, Adam finds satisfaction when consulting, strategizing, and implementing strategies to improve his clients’ business. He specializes in organic and paid social campaigns, as well as email and SEO optimization.

Adam holds a bachelor’s degree in philosophy from the University of Central Florida and a Juris Doctor degree from Thomas Jefferson School of Law. Raised in Boca Raton, Florida, by his mom (an event planner) and dad (a private boat charter captain), Adam currently lives in Astoria, New York, with his wife, Olivia, who works in pet care. When he’s not cooking up killer marketing strategies, he enjoys role-playing games, Brazilian jiu-jitsu, and reading non-fiction and philosophy books.

Profile picture of our account manager Melanie Valdez.

Melanie Valdez

Account Manager
Vancouver, Washington

With her marketing expertise, Melanie Valdez leaves no stone unturned when helping clients hone their marketing strategy. She loves interacting with clients and brainstorming new ideas to enhance their marketing results. No two days are ever the same, and that’s the way Melanie likes it!

Melanie holds a bachelor’s degree in psychology from Western Washington University as well as an MBA from Western Governors University. When she’s not rocking her role at Indigo, she enjoys cooking (trying out new recipes every week), painting, and discovering new restaurants with friends. She and her husband, Dat, love to travel and go on walks with their dog, Brutus, a pomeranian-chihuahua whose personality is definitely not proportionate to his small size!

Hugo Fernandez CEO of Indigo Marketing

Hugo Fernandez

CEO
Los Angeles, California

Hugo Fernandez acquired ownership of Indigo Marketing Agency from founder Claire Akin in 2022. Leading the Indigo team with heart, Hugo is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.

Hugo Fernandez is also CEO of Indigo’s partner company, Just Digital, and author of The Client Acquisition Blueprint. He has personally helped hundreds of entrepreneurs grow their businesses through his proven blueprint for creating an EPIC marketing strategy and online presence.

To get in touch with Hugo, email him or connect with him on LinkedIn.