You are invited to The Marketing Podcast for Financial Advisors!
But what is it, you say? Watch this short video to learn why we created it, what we’ll cover this season, and how to listen now.
Check out Episode 2: The Truth About Marketing for Financial Advisors today!
The Truth About Marketing for Financial Advisors
In this exclusive episode of The Marketing Podcast for Financial Advisors, I’ll uncover the truth about marketing! We’ll discuss what no one wants you to know about marketing, how to avoid wasting money on your marketing, and how advisors are actually getting new clients today including:
- Why marketing for financial advisors is so challenging
- Why marketers try to overcomplicate marketing
- The truth about marketing for advisors
- How advisors are really getting new clients today
- Turning your marketing into a consistent, repeatable process
- The one decision you need to make to unlock your marketing potential
- How to get more clients that you love working with
Listen to The Marketing Podcast for Financial Advisors here now, or download and subscribe on iTunes to listen on your commute!
Thank you so much for joining me for the truth about marketing for financial advisors. I’m Claire Akin and today I’m going to uncover everything that you need to know about marketing for financial advisors. Now, if you’re an advisor out there you know that there’s a lot of misinformation regarding marketing, there’s a lot of people trying to sell you expensive marketing schemes. It’s really difficult for advisors who can sometimes be on an island to verify what works, what doesn’t work, who they should believe, and which systems allow advisors to get new clients. Today I just want to spend some time and break through all the noise and tell you with 100% honesty what I see working for advisors out there and what the truth is about marketing for advisors.
First, a little bit about my story. If you don’t know me already, I’m Claire Akin. My Dad is a financial advisor and that’s why I got into this industry. I grew up working with him. When I was 16, I actually worked in his office in La Jolla. I did his filing and his prospectuses and all that good stuff. Then after college I came back and worked for him again. Then, after I got my Master’s degree, I came back and actually became a financial advisor, got my securities licenses, became an independent financial advisor with LPL as part of his firm. What I realized was the thing that I really love to do is the marketing side of it. So I was doing his marketing and I kind of delved into marketing for financial advisors. Now that’s what I do today. And that’s how I started my company, Indigo Marketing Agency, which helps independent financial advisors to embrace a specialty and market their firms.
I have a Bachelor’s degree in economics, a Master’s degree in marketing from UC San Diego. I’m a lecturer at UCLA extension as part of their CFP program. We have almost 200 independent financial advisor clients, which are the top independent advisors out there in the country today doing the most innovative, coolest things from a marketing perspective. More important than my story… Let’s talk about your story. If you’re an advisor out there, and maybe you’ve been around for a while, you have a lot of headwinds, a lot of challenges coming at you. There’s increasing competition. As you may know, there’s 300,000 advisors in the United States. There’s downward pressure on fees. The public is more aware than ever about the fees on their investments. There’s Robo advisors, there’s millennials who don’t even see the value in hiring a financial advisor. And when you combine that with so much has changed from a marketing perspective, that what worked in the past doesn’t work anymore.
The Internet has changed everything from how we choose a restaurant to how people pick a financial advisor. With that, it’s very challenging and frustrating for advisors out there to do marketing and to know what works and what doesn’t. You’ve probably even wasted money on expensive marketing schemes that didn’t work and that kind of may have burnt you and left you a little resentful of the marketing industry. A lot of the advisors that I know are confused, they’re frustrated and they’re even thinking about closing up shop. If you’re older, you may think “I just don’t want to do this anymore.” I don’t know how to grow my business. It’s frustrating and you may be worried about the future and worried about the future of your business and thinking about retiring. But I want to tell you that there is a better way.
There is a way to get in front of people who you love working with, who you love serving, who you serve best, and to get more of your A+ clients that you love working with. So first I want you to ask yourself a question, do you need new clients? Let’s think about this. There’s a lot of advisors out there who maybe aren’t working to grow their business, they’re not investing in marketing and they haven’t really considered whether or not they want to actually invest in getting new clients. But if you consider that you’re losing some clients each year, for example, maybe people get divorced and the wife takes the money to a different advisor. Maybe your clients die and leave their money to their kids and the kids hire one of their friends or do it themselves. You’re going to lose some clients every single year.
Your older clients may be dying off, your retired clients may be taking withdrawals. Market to clients can lower your assets under management. So if you’re not growing, you’re shrinking. If you’re not investing in marketing, your business is dying. It’s really important to get a mindset of growing your firm, of getting more referrals, of cloning your A plus clients so that you can grow your business and it’s not actually shrinking. Of course, there are a lot of marketing challenges for advisors. The biggest challenge I think that’s out there, and you guys will probably agree with me here is compliance. It’s a huge headwind. It’s a hassle. Of course we can’t market like other industries and every time a financial advisor comes to me and they have been using a marketer that is not familiar with our industry a big red flag because people not familiar with our industry don’t understand compliance.
They don’t understand that we have to market with one hand tied behind our back. We can’t use reviews or testimonials, we can’t say certain things. Everything has to go through compliance. Of course it’s a challenge but it’s not insurmountable. And we do marketing for advisors with all of the major broker dealers as well as RIAs and even some advisors with wirehouses. We get through compliance. It’s a little bit of an uphill battle, but if you set a process in place or better yet, outsource it so someone else has to deal with compliance, then it makes it really easy. And that’s what we do for our clients is we create all their content. We make any required compliance changes, we get everything approved from a compliance perspective before it goes out and the advisor themselves doesn’t have to deal with it.
There’s also a complete lack of time. As a financial advisor, you’re a business owner, you’re an entrepreneur, you’re managing people, you’re dealing with clients, you’re managing your processes, you’re dealing with administration, you’re doing your taxes, you guys do so much. I think advisors don’t really get credit for how much work they have to do and how many different hats that they have to wear. You just don’t have time to do your own marketing. To add to that it’s a complex industry, so you couldn’t just hire somebody – a marketer that maybe doesn’t understand our industry and compliance, but they also don’t understand what differentiates advisors, why people choose to work with an advisor, how to market to individual investors. On top of that, marketing has become really technical lately. In the past probably 10 years, it’s become a software and system driven process.
There’s a lot of technical knowledge that you have to gain to really master marketing today. It’s a different skillset from being a financial advisor and you may just not have the technical knowledge to do it. So at the end of the day, you’re probably overwhelmed by marketing. You don’t have time to do it, you don’t have time to learn how to do it right. And you don’t know who to trust to do it for you. I’m going to walk you through exactly what to do about that problem today. The problem with marketing for financial advisors is that no one is incentivized to tell you what works. I’m in a very unique position where I’m on the phone with financial advisors for 10 hours per week. So that is 20 phone calls per week where I talk to independent advisors and I ask them, what are you doing from a marketing perspective?
What has worked? What has been a waste of money? What are you excited about? What has been successful for you in the past? So these are advisors who are RIAs or they’re with wirehouses or they’re with a big broker dealer or they’re with a small broker dealer. It’s not only advisors that we work with, but it’s just advisors throughout the industry that I talk to on a regular basis. I have this unique perspective of knowing what people are doing, what’s working and what’s not working. The problem is that there’s not a lot of people like me out there that can tell you what works. The broker dealers themselves don’t really know, marketing gurus are just trying to sell you whatever they’re selling. And other advisors aren’t incentivized to tell you what’s working for them, particularly if they have a really good scheme working that’s delivering new clients.
There’s just not a lot of good transparent information out there. Most advisors out there are spending a lot of money on marketing. Maybe you’re spending $3,950 per year, is the average amount of advisors are spending on their website and is your website getting you any new clients? Probably not. You may be spending up to $6,000 per event on dinner seminars. Are those working? Sometimes they work, sometimes they don’t. I even have seen a company recently that is charging $25,000 per webinar to create a Webinar for financial advisors. I believe in Webinars and I think they work, but we only charge $2,500 to create a Webinar. People are getting rich at the expense of advisors who don’t have the information that they need to make educated decisions.
I want to walk you through which of these efforts are most likely to get you new clients. Let me tell you a little bit about why I care. My dad has been a financial advisor for as long as I can remember, since before I was born. He started out with Prudential in 1970. He sold life insurance. He went door to door knocking on people’s door. It was the old system where you would sell life insurance to somebody and then you would ask them about their neighbors and ask for an introduction to their neighbor. Then you’d go to their neighbors house and say, Hey, Susan and Bill bought a life insurance policy and I want to talk to you about your life insurance. Actually, my first job out of college was with Northwestern Mutual. They sat me down in a cubicle and they said, okay, cold call everybody you’ve ever met and try to sell them life insurance.
I totally understand the industry and how hard that is. So my dad did life insurance for about 10 years. He actually became an independent financial advisor. He was one of the very first ones. He was, I think the number seventh advisor with LPL Financial, which used to be Linsco Private Ledger back in the day. He just really believed in the value of being an independent advisor so that he could offer his clients a breadth of services and securities and options to do comprehensive financial planning that really benefited them at his discretion. He wasn’t tied to a certain provider of products or mutual funds or anything like that. He was one of the first people that really believed in the power of an independent financial advisor. He’s been doing that since 1981 and what’s really cool is how I’ve seen him grow over his career.
He’s been very successful. He loves what he does and he loves his clients. But where it gets kind of sad is he’s an older guy, he’s 70 … I think he’s 74 right now. He’s not exactly tech savvy. He still calls, emails, tweets. When I sent him an email, he says, I got your tweet. He’s not the most tech savvy person in the world. As marketing has changed, he’s really started to fight these headwinds and started to feel that it’s harder for him to get new clients that he likes to work with. I’ve seen him get frustrated, get depressed, get sad about growing his business because he doesn’t understand how to grow his business. I see so many advisors like my dad. I know that what you guys do is incredibly important to your clients.
I know that you’re providing a really powerful service that helps people. It’s my mission to help you to serve more of the clients that you love. That’s why I care and that’s why I do what I do. Today I want to change the way you think about marketing forever. I’m going to uncover the truth about marketing for advisors and I want to put you in control of your future because I read a lot about happiness and happiness studies. One of the things that makes you happiest will be feeling empowered to basically direct your future. So if you feel that you are in control of your future and your business and your success now, it makes you happier every single night when you go to bed at night. I wanted to turn something that can be confusing into something that is a consistent and repeatable process.
Marketing is not that confusing. People will overcomplicate it in an effort to confuse you so that you buy from them. But it’s really not that confusing of a process. You guys are really smart. You’re financial advisors, you understand, you know securities markets and the bond market and all of these things that are complex to the average person. You are definitely smart enough to understand how marketing works. It’s just that people try to make things over complicated. I just want to explain it so that you understand marketing should be a consistent and repeatable process to get you new clients. So what is the truth about marketing for financial advisors? That’s what I want to tell you today. The real truth about marketing for advisors, when I talk to all these advisors on the phone each week, the one misconception that I come across is that marketing should be easy.
Maybe you’ve read that these advisors out there are raking in 12 new clients a week from Facebook ads or maybe the advisor down the street seems to be growing his business at 35% per year, but that is not the reality. It may be true, but it is an anomaly. The reality is that marketing for financial advisors is difficult. I’m in several entrepreneurial and marketing think tanks where we get together and share marketing best practices across industries and we market everything from houseplants to skincare lines to iPhone apps. There’s a lot of different products and services in this group. My niche of marketing for financial advisors is the hardest one, is the hardest sale, is hardest thing to do marketing for. There’s a reason for that, right? One of the first reasons is that it’s a very personal subject. Think about if you were to meet a potential prospect at a cocktail party and what you would be asking them.
Basically, what you need to know about them to be their financial advisor is how much money do you make? What’s your net worth? How much debt do you have? And that’s something that’s more terrifying for people to admit, how much debt they have, maybe how much money they make or their net worth. Sometimes their spouse doesn’t even know how much debt they have. And what are your deepest fears? What are your dreams? What are your financial goals? What do you want out of life? These are incredibly personal things that you can never walk up to somebody at a cocktail party and ask them yet, this is what we’re asking them to uncover when they work with you as a financial advisor. It is a very personal, very emotionally laden decision. Probably harder than people meeting with a therapist is to meet with a financial advisor and worry that maybe they haven’t made enough money, maybe they haven’t saved enough, maybe they aren’t going to meet your minimum investible assets.
It’s just a very fear ridden process where people feel a lot of inadequacy and a lot of mistrust. Which makes for an incredibly hard sell. The other thing that we have to compete with is why with all of the options available to this person, including the number one option for people is doing nothing about their finances? Inertia is that if they haven’t hired a financial advisor in the past, they will continue to do nothing. Or if they’ve hired, say an Edward Jones advisor, the inertia is for them to just stay with their existing advisor. Why with all the options available, including doing nothing, should they work with you? Why would they fill out all the paperwork to move their assets? Why would they take this leap of faith to actually invest their money with somebody that they don’t know? That is, the devil we know is worse than the devil we don’t.
So why would they do this? And that’s the question that we have to answer as to why they should pick you and why they should make this monumental move to put their life savings into your hands. So how do advisors really get new clients with all of these headwinds? I will make the argument to you that their reality is that there’s only two ways financial advisors get new clients. Number one is referrals. And we know that this is the top way that people got new clients. We know that this is how people choose a financial advisor. So the top way the data show that people choose to financial advisor is they ask friends, family or coworkers for a referral. The people who they ask are not just any friends or family or coworkers. It’s the people who they think are successful financially. The coworker they look up to or their uncle who seems to be doing really well financially, that’s who they asked for a referral.
The second way advisors get new clients is because they’re a specialist. So maybe they are a specialist in helping doctors to retire on time. That’s why somebody may work with you. Or maybe you’re a specialist at helping Intel employees to maximize their benefits package. And so that makes sense. That’s a reason people would work for you. There’s this huge misconception that people are choosing a financial advisor on the Internet by typing in financial advisor. That doesn’t happen. Well, sometimes that happens, but far and wide people are only going to find you on the Internet because you are a specialist. They’re not just going to type in the closest financial advisor to them and give you their life savings. They’re going to find a financial advisor on the Internet who specializes in the unique problem that they’re facing. That’s rule number two.
It’s either a referral or because you’re a specialist. I will argue that that’s the only way you can plan to get new clients in the future. A lot of advisors still say, what about centers of influence? Well, people who, maybe a CPA or an attorney or somebody in your network, will refer you business. Centers of influence do refer advisors to business. The reasons why is because you’re a specialist. Maybe they’re a specialist in intergenerational wealth transfer and a CPA has a client that wants to pass a lot of money to their heirs. They may refer the client to you because that’s what you do best. That’s because you’re a specialist. What about client events? Maybe your clients bring their friends to an event and the friends become new clients. Well that’s basically a referral, right? So that’s a referral closed in a client event outfit.
Another idea is, what about seminars? Don’t advisors get in clients using seminars or Webinars? And that’s true and I’m a big believer in Webinars, but the reason somebody is going to watch your Webinar is because you’re a specialist in the unique problem that they’re facing. What about a web search for X, Y, Z, retirement planning near me? Well that would be because you’re a specialist in that area. Another idea is direct mail. People can do direct mail successfully. It can be very expensive, but the only reason it works is if you have a specialist marketing campaign. That’s another argument for being a specialist. And then what about networking? Good old fashioned networking or like my dad asking the people at the kitchen table if their neighbors need life insurance, that is the same thing as a referral.
So any of these ideas that you think may be working for advisors out there, when you look at them they’re really because of referrals or because you’re a specialist. Those are the two things that we really want to embrace from a marketing perspective. So before you set out on a marketing campaign, I want to make one distinction and I hope I don’t offend you, but I want you to ask yourself if you really want new clients, because I do work with a lot of advisors. And my dad included, he’s not really looking to grow his business. He has a group of a hundred households who he loves dearly and he golfs. He actually golfs three days a week now. I was going to say two days a week, but now it’s actually gone up to golfing three days a week.
He’s not looking to drastically grow his business. Yes, he will take on referrals. If it’s somebody who is referred by one of his existing clients and he wants to help them, but he’s not really looking to grow his business. I want you to ask yourself, do you really want new clients and do you have an attitude where you want to grow your business? Because if you don’t, your marketing won’t work. I’ve seen it time and time again. There’s advisors where we run marketing schemes and they should work, but that advisor doesn’t follow up with the prospects. They don’t return phone calls, they don’t return emails. So I would caution you, don’t invest in your marketing if you don’t have the systems in place to actually take care of the new leads and the new clients that are produced from your marketing.
Ask yourself, do you want to grow your business? Is your business able to take on new clients and are you excited to grow your AUM in the future? Then you want to ask yourself, how much work are you willing to put into your marketing? There’s a lot of marketing systems that will work, but they have varying degrees of investment from the advisor. The hardest part about my job is for our clients, we have to create marketing systems that work, that deliver new prospects that do not take up any of the advisors time. That’s really challenging because if you’re willing to cold call, I still work with young advisors who come to me and they’ve grown their business from zero to 50 million assets under management from cold calling. God bless them. It’s hard to cold call, but it does work. One of the huge advantages of cold calling is you work on your sales process.
Then you talk to clients, you understand when they let their guard down, when they decide to move forward with you when you say something that resonates with them. It’s a great way to work on your language and your sales process. Most advisors are not willing to cold call. What about public speaking? I have one advisor that speaks at the local high school where he talks about college planning and the financial planning concepts around college planning. Then he meets the parents of high school aged kids who are typically getting ready to retire and then he does comprehensive financial planning from them. It’s a great system that he has, but a lot of advisors out there aren’t going to want to be giving seminars at the local high school at 7:00 PM on school nights. That’s not something they’re interested in doing.
What about hosting seminars? What about going to networking events? A lot of advisors do that and it works, but you have to ask yourself, do you want to be home eating dinner on Monday night or do you want to be at a networking event? For most of the advisors I work with, they’re not willing to do that. What about recording a Webinar? This is a great option because you can record a Webinar during the workday and it will play automatically 24/7 so if somebody comes to your website at 8:00 PM, they can watch a replay of your Webinar or they can sign up for the next automated playing of that Webinar. It’s something you can spend one hour recording and it will play automatically forever. That’s a great investment of your time.
Or what about writing a book? I have a lot of successful advisor clients who have written books, they give them out after they meet somebody or after they have a discovery meeting with a prospect, they’ll send them a copy of the book and it’s a huge credibility builder. So all of these things can work. But how much work are you willing to put into your marketing? And be honest with yourself about that. What if you could reliably get more clients that you love with a minimum investment of your time? That’s what I want to talk about today is thinking about how to get the new clients that you really want to get with a minimum investment of your time. That’s what it’s all about, right? We know as much as we all love working, we’d all rather be on the golf course or I’d rather be riding my horse.
You want to do your marketing in a way that is very time efficient and that targets the people that you like working with. What type of new clients do you really want to work with? How do they find you? Why do they choose you? And the most important question at the heart of your marketing, what one urgent problem do you solve for those ideal clients? Then, how can you get more of these clients? We already know that the two ways advisors get clients are through referrals, are embracing a specialty. How can you get more clients from your marketing? By increasing your referrals and by embracing a specialty or even two or three specialties, and then increasing your marketing activity designed to increasing referrals and embracing your specialty. So let’s talk for a minute about embracing a specialty. And if there’s one thing you take away from listening today, I want you to think about trying to embrace a specialty or two just from a marketing perspective to see if it works.
I promise you that although it’s counterintuitive and it’s a leap of faith, the more that you embrace a specialty, the more effective your marketing will be. What you want to think about is what you do, who you serve and how it benefits them. There’s so many advisors websites that when you go to their site, it talks about the advisor and their team and their process. That’s unfortunately not what you want to be saying to your prospects. You want to be talking about their problems, their needs and the benefits that you offer them. I’ll give you a few examples of real life specialties. One is a fiduciary wealth manager helping physicians catch up for retirement in a hurry. This is a great advisor that we work with that does all kinds of pension plans, some of the safe harbor plans and retirement plans that allow physicians to basically save a lot within the last 10 years of their working career.
He works with doctors. The second is a retirement advisor helping Intel employees secure income for life. This advisor is up in Portland. He does an amazing job working with just Intel employees and he is the go to guy for Intel employees. The third is independent retirement planning for federal employees. We actually have quite a few advisors who do this niche and it works really well. There’s tons of federal employees and they have specific retirement plans and specific programs that our advisors are experts in and can do it Webinars and reports and blog posts on these topics that are really valuable and interesting to channel employees. Figure out or make a list of your top 20 clients and figure out what they have in common and who you love working with and what problems they’re facing.
That can help you come up with some ideas for your specialty. So I just want to tell you a little bit more about the riches that are in the niches and I think this is such a cool idea because it is so true. Back when I was in college, I’ve always been a bit of a hustler and an entrepreneur. When I was in college, I was a babysitter and I had babysat during high school and it was good money and I could do it flexible hours around my coursework. But when I went into college, I realized that being a specialist babysitter could actually make me more money. So I specialized in being a babysitter of twins under one year old. I figured if I’m going to be spending my time babysitting I might as well double up, babysit two of them and make more money.
What was interesting about becoming a twin babysitter is that all of a sudden I could command more money per hour. Instead of making $12 an hour, I was making $17 an hour and I was spending the same amount of time babysitting. Not only that, but I would get referrals because all of these twin parents are in twin parent groups together and they know each other. Because I was a specialist in caring for twins, I would get referrals for other twin parents to babysit their twin babies. It was easier for me to find prospects. I could go to twin events and hand out my business card and it was easier to close new clients because I understood what they faced. I understand that it’s important to have twins on the same napping schedule and it’s important to have activities that twins can do together.
I was able to speak the language of these twin parents and close more business and make more money. Early on, I learned the benefits of becoming a specialist, particularly when it comes to marketing and to growing your business and commanding more money for what you do. So what is your differentiator? What one urgent problem do you solve for a specific group? That is the heart of your marketing. Once you figure that out, everything else will become easy. You’ll be able to create content or a content calendar of things that people are interested in reading. You’ll be able to create videos that explain what you do and how you help. You could create a Webinar that explains how you solve the urgent problem that is keeping your prospects up at night. Answer this one question for yourself and it’ll unlock your marketing for the future.
I want to just give you a couple of examples of great specialist advisors out there. One of my favorites is Jeremy Stanley with CRNA financial planning, that’s certified registered nurse anesthetist. Jeremy is down in the south, his wife is a CRNA and he became really familiar with their financial planning concerns. They typically own their own anesthesia practice and they make a lot of money, but they have complex business planning and financial planning concerns. That is how he created CRNI financial planning, the website, the brand, he has books, he has Webinars, he has a podcast, he’s doing everything right from a marketing perspective. What’s really cool is his content and his book are actually continuing education credits for the AANA, which is the American Association of Nurse Anesthetists. They actually get CE credit for taking his courses and then eventually they hire him as their financial advisors.
It’s genius. He’s an amazing specialist advisor. And another advisor that’s doing great is the same one I mentioned, college planning America. And he is the one that does college planning for families in Orange County. He speaks at high schools, he has podcasts and books and articles and emails for people worried about sending their kids to college. Then he also switches gears and helps parents with their retirement planning concerns. That’s a great niche. Then the third one I want to talk about is Richard Archer down in Austin, Texas. He does financial planning for tech executives. Austin has become kind of this little tech boom down in Texas. He helps tech executives with stock options, with financial planning concerns and he’s doing an amazing job down there with a specialty that’s not as specific, that’s really working well for him.
If you’re worried about embracing a specialty, I want to let you know our answer to the question I get from so many advisors of, “I want to do a specialty, but I don’t want to alienate people who come to my website.” That is, if people don’t belong to that specialty, I don’t want to scare them off. What we typically do for our clients is we do a dual specialization. First, we pick a specialty that’s very, very narrow such as pharmaceutical reps, and then we pick a specialty that’s very broad like retirees. If you specialize in helping pharmaceutical reps consolidate all of their 401Ks and helping retirees to have secure income for life, there’s almost nobody that can come to your website that doesn’t fit into one of those categories. You want to pick a specialty that’s very, very narrow and then a broad specialty and that will balance out so that you don’t alienate anybody.
Another example is business owners and individuals. Pretty much everybody is a business owner or an individual, right? But the business owners who come to your site will say, Oh, okay, this advisor’s going to understand me. Another example is Intel employees and busy professionals, pretty much everybody considers themselves a busy professional. Just think about who you serve and create a narrow and a broad specialization. So if you need help with your marketing, we can certainly help you. I want to tell you a little bit about our marketing package. It’s aimed at driving referrals, embracing specialty, and we do the marketing for you. We help you figure out who you want to target, how to get in front of them, and how to drive more referrals. We create a baseline marketing presence that you shouldn’t be embarrassed not to have.
When someone Googles you, how do you look on Google? How does your website look? Is your website secure? Is it mobile responsive? Do you have social media profiles? Are you on Linkedin? Is Your Linkedin profile up to date? Are you doing search engine optimization so that you show up for a Google my business or on Apple Maps if somebody searches from their phone, can they click to call you? Or can they click to get directions to your office? So it’s all about creating a baseline marketing presence you should be embarrassed not to have, and then doing custom content marketing that targets your ideal prospect. That’s really what we do for our advisors and that’s what we’re going to talk about in the rest of this podcast. I’m going to walk you through. There’s 12 episodes this season. Each episode is going to walk you through a critically important segment of your marketing.
We’re going to talk about things like your website, search engine optimization, how to choose your specialty, how to do your content marketing, how to do email marketing. All of the building blocks of your marketing strategy are going to be covered in our podcast. I hope you enjoy this season. If you need any help with your marketing, just check out indigomarketingagency.com and we can help you out. We do websites, we do logos, we do search engine optimization, we do all of your social media marketing, email marketing and webinars. If you need help with any of those things, please get in touch with us. I look forward to working with you. Thank you so much for listening and I hope you enjoyed this season of the podcast. 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.
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.