Podcast: Video Marketing for Financial Advisors With Jill Addison (Listen Now)

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Video Marketing for Financial Advisors

Join us with Jill Addison, the founder of FA Client Machine, who helps financial advisors leverage YouTube and video marketing, as we cover:

  • How YouTube helps you show up in search results
  • The 3 key videos advisors should have on their websites
  • How to use video to get people to know, like, and trust you
  • The biggest mistakes advisors make with video
  • Success stories of advisors using video
  • How to get started on your first video today

Videos mentioned in our conversation:

Steve Hutchinson’s video: https://www.hutchinsonfamilyoffice.com/team/steve-hutchinson/
Jill Addison’s website: https://faclientmachine.com/about/

Listen here now, or download and subscribe on iTunes to listen on your commute!

New episodes will be published weekly with various guests, including top advisors, tech consultants, and marketing machines who are excited to tell you how to use proven marketing strategies to grow a thriving practice.


Transcription

Claire Akin (CA): Hi and thank you so much for joining us today. This is The Marketing Podcast for Financial Advisors. I’m Claire Akin with Indigo Marketing, and today I’m really excited to have Jill Addison with us with FA Client Machine. Jill is one of the leaders in our industry and she is all about videos. Her company was started to help advisors use video to get in front of more prospects and to create powerful marketing machines using video. She helps advisors both to create whiteboard videos that they can use for their own marketing and to do custom videos that they can use to really showcase what makes them different. Jill, welcome to the program. Thanks so much for being here.

Jill Addison (JA): Of course. Thanks so much for having me.

CA: Jill really is an expert on video marketing. One of the reasons that I invited her on the program is her marketing is phenomenal. For her marketing for her business, she sends out these one-minute video marketing tips. I just thought that was so smart. It’s such a good idea and I wish I had thought of it. You get an email in your inbox that is a one-minute video tip for financial advisors about their marketing. So tell us how you came up with that and your success with that campaign.

JA: You know, it was interesting because I started doing that at the very beginning of my business, which was about 10 years ago, and that’s when online video was really just starting to become something. It was a really new idea, and I came into it with no preconceptions of what online video should be, because there really wasn’t that much happening yet as far as people like in business, proprietors, using video to market their own businesses. It was just a gut instinct. I was like, I think people have the attention span for one minute of video, and giving tips and adding value and educating people and making it really short and quick like that. It just made sense to me. I’ve actually ended up building my entire business around the idea of one-minute videos, and the statistics bear that out.

I mean, the attention span does drop off after about 80 seconds, and one minute really is the sweet spot for people’s attention span these days. People do want to watch videos, but they don’t want to be watching the same video forever. They just want to get in and get out and get the point and get on with their day.

CA: I love it. I watch every single one of your one-minute videos. 

JA: Thank you.

CA: I’ll get other marketing emails where maybe it’s an article or maybe it’s a longer video and I always put this aside to do later. Of course, later never comes, but you always have one minute. It’s great to just get one actionable idea, and they’re all fantastic ideas. I also want to mention, Jill is the author of Financial Advisor’s: 7 Steps to Video Marketing Success. I definitely recommend picking that up if you’re interested in harnessing the power of video. Obviously, she’s built her own business using video, and she helps advisors set up and manage their YouTube channels. I get a lot of questions from advisors of “How can we use video marketing and how can we set up a YouTube channel?” and Jill’s the expert for how to do that. Jill, tell us, what are you most excited about in the marketing space for financial advisors when it comes to marketing with videos?

JA: One thing that I’ve definitely noticed, and especially in the last two years or so, is that advisors are really starting to embrace online tools in communication, and they’re becoming much more sophisticated about it than they have been in the past. It’s really exciting to see this transformation happening in the industry and see advisors really rise to the challenge of reinventing themselves and moving with the times by adopting these new kinds of online strategies and communication tools. Another thing that really excites me is a couple important trends I see. One is that the industry is moving more and more toward a fiduciary standard. You know what we call advisory firms, practices, like we call doctors’ and lawyers’ businesses practices.

The role that financial advisors play in their clients’ lives is just as important as the role of a doctor or a lawyer in those clients’ lives. The advice and guidance that advisors give will have a dramatic impact on their quality of life and even on their survival. It’s such an important role to have in someone’s life. That same standard of care and that code of ethics that we hold doctors and lawyers to should be the standard we hold advisors to as well. That commitment to doing what’s in the client’s best interest is so good and necessary. I’m so glad that the industry is moving in that direction. I’m really proud and excited to be part of that. The other thing that I think is really cool that’s happening right now is that the most successful advisors now are focusing on niches.

I believe in the power of niches to transform businesses and make them go much further and faster than if they try to serve everyone. I was really happy to start reading that in so many different places. For instance, CEG Worldwide Research said that 70% of top advisors are focused on niche clients or a specific component of the advisory market. That niche focus makes everything about your marketing easier and more effective. I’m super excited about that.

CA: Absolutely. That’s something that I preach all the time. When I started really encouraging advisors to embrace a specialty, probably four or five years ago, I got a lot of pushback. Now it’s everywhere. You see so many specialist advisors. The thing that I like to reference is a Jim Collins Book, Good to Great. One of the key components of that book is he did all this research on all these different companies, on which companies were successful and which weren’t. One of the key findings was the businesses that were successful across all of these 3,000 companies that he had sampled were the ones that actually had a specialty. It’s powerful. The more that advisors can really embrace a specialty, the more that their marketing will be really successful. Tell us a little bit more about some of the success stories of advisors that you’ve worked with and how you’ve seen video help advisors to share their story.

JA: Video is really transforming the way that advisors market, and it’s making it much easier to make a personal connection online. When people watch you on video, they feel like they’ve already met you, and that starts to build that trust factor that’s so important in a relationship business, and it enables advisors to leverage that personal presence on the internet. Also, it gives you credibility. It gives you more credibility and this star power because when people see someone on a screen, it kind of elevates them. It makes them seem like they’re a celebrity somehow. Video is really helping advisers add to their arsenal of communication tools so that they can expand beyond just phone calls and in-person meetings because most clients today are time-crunched.

They appreciate receiving communication through the internet that they can consume on their own timetable. Different people like to be communicated with in different ways. Video gives another way to touch clients that can sometimes be more effective than trying to reach them by phone or schedule in-person meetings. It’s a vital supplement to those traditional communication methods. For instance, one of our clients got this response from one of her clients. She said, “Thanks for sending these one-minute tips. I appreciate that they’re short, to the point, and they still offer a good tip. Nice work.” Communicating with video, it helps position advisors as forward thinking and that they’re staying current and relevant. When your clients and prospects see you using these newer tools like video, that’s a tip-off to them that you’re staying current in every area, including how you manage their money.

People don’t really want to read anymore. They want to be entertained. Video helps you communicate with them in the way that they want to be communicated with. Here’s a couple of examples of how this has worked out for our clients and some of the success stories I can share with you. Just to give a little context, let me just say that what we do with these one-minute tips is that we provide a consistent stream of monthly whiteboard videos, and those can either be chosen from our turnkey video library of 80 pre-created videos. Then we just customize it with your contact information and logo. So it’s a really fast and easy way to get that video content from a template library and then you own the content. It’s really unusual in this industry to be able to find that. Templated videos, you can just buy and own.

That’s the first way that we help advisors. The second way is they can get 100% customized content to help them communicate about your niche and your specialty. That’s the context so that you can understand what was happening in these stories. One of our clients, Dan Sauer, we created this “About Us” video for him, and they put it on the “About” page of their website. Then they started having prospects coming into their office saying, “Oh, I love that whiteboard video on your website. It made me feel so much more comfortable coming in.” There is something about the whimsical and lighthearted nature of these whiteboard videos; it’s disarming and it helps put people at ease and makes them feel more comfortable, because it can be really intimidating to come in and see a financial advisor.

What they found is that these clients were vetting them online, and the whiteboard video was helping bridge that critical gap between them just being looked at online and having those people actually come into the office and have the courage to meet them in person and become their client. Another one of our clients got nine new clients in one month using our videos as part of his overall digital marketing strategy, and he had a very specific niche. He’s targeting teachers. We helped him create these whiteboard videos that are all about the needs of teachers, and that really robust internet presence that he built all centered around his niche, started attracting people from all over the nation that were just finding him online because he’s specialized in what they needed.

He really uses those videos to communicate with them in a way that’s really engaging and entertaining, and also, the videos, because they keep people watching, it elevates his search engine results because people are staying on his site longer. Time on site is one of the big things that Google looks at to rank your website higher. It’s helping him be found online because he’s really strategically using this video content for people and for search engines. Another one of our clients also has a specialty. His niche is special-needs families, families with special-needs members. Then we created some custom videos for him about the needs of families with members with special needs. Now, he’s been using those in his presentations when he does live presentations, and he said it just makes the learning more fun.

It makes him stand out. He really appreciates that. Then one of our clients said that this is what he was hearing from his clients, that the videos are so professional in look and sound. I’ve heard multiple times that they’re way more interesting than a video of me trying to explain this stuff. That’s the feedback he got. Another one of our clients found that as she was using the video in email communication, that five times more people were actually opening the content and engaging with it. Just like you, Claire. It’s the kind of content that people want to watch. Then here’s the last one. One of our clients, he posted one of the videos that we made for him on his Facebook page. Then a friend of his from high school said, “Hey, Kevin, are you a financial advisor? We need to talk to you.”

That was someone who already knew him, liked him, trusted him, just didn’t know how he could help them. When he saw that creative marketing that he put out there online, they got in touch and that one client became a client worth $200,000 in AUM. Just one free Facebook post did that.

CA: That’s great. I totally agree. As you said with the-second-to last comment, that if you send out the same content in an email format, save linking to a blog post, or in a video format, the video will always get at least twice as many views. I see that with my own marketing. It’s just really powerful and people are much more willing to watch a video than they are to read the same content. I think it’s really important for advisors that may not know to understand the ecosystem out there, that Google is the biggest search engine in the world. Google now owns YouTube and they are really trying to push video content, specifically on YouTube, as an answer to the questions people type into Google. 

So when people are typing up maybe something about their financial planning or a concern they have, if you have a video that answers their question, Google really wants to show that as the search result. Working with that ecosystem, it’s really smart if you have a specialty to create videos for your specialty that answer your prospects’ most pressing questions. I definitely appreciate all those stories. Thanks for sharing them with us. What are the most common mistakes? I have a lot of advisors that want to get started with video marketing. They don’t know where to start. What are the most common mistakes that you’re seeing with video marketing?

JA: Sometimes people are focusing too much on what we call talking-head videos, which is just you on camera talking, and I think it is very important to have at least one video of you on camera because people will feel like they met you in person. It really does establish that personal connection with you online, but after the first one, then I think it’s smart to move on to other styles of videos that are more entertaining, because it can get really boring watching a talking-head video if you’re watching a whole series of them. Definitely doing videos that are a different style, more entertaining, more educational—like our whiteboard videos—I think is a really smart choice. Another common mistake I see advisors making with video marketing is just too much talking about themselves.

That’s why we really focus on FAQs, frequently asked questions, because when you focus on the questions that people are asking, then you know that you’re providing valuable content that they can actually use. It has a really nice benefit of positioning you as an expert who can answer those questions. So I think that’s a much better approach rather than just talking about yourself, is to talk about the things that the person you’re talking to cares about and provide value and showcase your expertise. As Claire is saying, that can also help you be found on search engines when you’re answering those questions that people are typing into search engines. The last mistake I notice is we talked to a lot of advisors who know that they should be doing video and who aren’t doing it yet, and who keep putting it off.

I think that’s just a big mistake, is not getting started and just making it harder than it has to be. That’s really why we created our turnkey video system, is to make it very fast and easy to just get started and get out of the blocks without a huge investment of time and money.

CA: Absolutely. That’s a great tip. I think it’s so funny when advisors come to me and they want to do a video, but then they’re embarrassed to be on camera. And I always think to myself that, “You realize that you look like that in real life. Your clients meet with you in real life and so you shouldn’t be embarrassed to be on camera because you look the same in these face-to-face meetings.” I really recommend taking the time out, committing to video, thinking about where on your website you want your videos to reside before you make them, is kind of a good tip that I give advisors. I always recommend having one video on your home page that explains exactly what you do and who you serve. Having a video on your bio page, the page about you that explains why you do what you do.

I have a couple of examples of these that I’ll link below, but your story should bring people to tears, and I have a few advisors who have stories of why they became an advisor that will bring you to tears if you watch them. And I’ll link a couple of those below. It should be so powerful that people are emotionally moved to remember you so that when they need your help or someone they know needs your help, it’s easy for them to refer you. Then you should also have a video that talks about your specialty, and so when you go to your page about who you serve, you should be doing the videos that Jill mentioned that are talking about the most common questions you get from people, the urgent needs that they have, the things that they’re typing into Google at 8:00 p.m. trying to figure out.

The questions, what we call the 2:00 a.m. questions, of what are they thinking about at 2:00 a.m.? What’s keeping them up at night? Have a video that demonstrates you’re familiar with their background, their concerns, their situation, and invite them to start the conversation with you. I think that’s great advice, to think about what they need and not talk so much about yourself except when it comes to that one video on the page about your story. To close out, I just want to get your last piece of advice, Jill. If you could point the advisors listening to one thing today to make them more successful from a marketing perspective, what do you recommend?

JA: Just showing up is 90% of the battle. Just get started, stop putting it off, and don’t wait. Get into action with this strategy today with using videos in your practice. I recommend that you choose a turnkey system like ours so that it’s not overwhelming, it’s not too big of a commitment on your part. You can learn more about that if you just go to our website, faclientmachine.com. We’ve got a webinar there that we’ll walk you through it. You can educate yourself a bit about it, and then if you’d like to talk more, please reach out.

CA: That’s great advice and I totally agree. I was just talking to a really, really successful advisor, and he was saying they had the best quarter they’ve ever had, to which I said, “Congratulations.” He then said, “Yeah, well, thanks. But that quarter was built three years ago. The marketing that we did three years ago built our best quarter ever.” So marketing is something that is so important to invest in now because it takes time for people to get to know you, to start to trust you, and then to have a need that causes them to act. Getting in front of them every single month with a video, staying top of mind is a great way to start pouring the fuel into your marketing fire that will pay off down the road. Thank you so much, Jill, for being a part of our show.

If anyone wants to learn more about her business, go to faclientmachine.com, and thanks so much for joining us.

JA: Of course. Thank you.

CA: If you’d like any resources from today’s episode or from other episodes, go to indigomarketingagency.com/remember. It’s hard to forget that address, Indigomarketingagency.com/remember.

How can we help you with your marketing?

We help top advisors with a true specialty to create custom marketing plans. Our most popular services include our Independent Websites for Independent Advisors, our Search Engine Optimization service, and our Monthly Marketing Package, but we can also help answer your questions and work with you on project-based marketing campaigns.

About Claire

Claire Akin runs Indigo Marketing Agency, a full-service marketing firm serving financial advisors. It’s her mission to help independent financial advisors help more people through their incredibly important work. Claire is a former Investment Advisor Representative who holds her MBA in Marketing from the Rady School of Management at UC San Diego as well as a BA in Economics from UC Davis.


 

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.