Advisor Blog

If Content Is King, Fritz Meyer Must Be Royalty

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If content is king, independent economist Fritz Meyer must be royalty.

Sharing thought leadership content is an optimal way to stand out for a financial advisor to standout, when communicating with clients, referral sources, and friends. Only because Advisor Products has a renowned independent economist on its team are we able to produce authoritative content like this video.

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11 Marketing Mistakes By Otherwise Brilliant Advisors

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Certified Financial Planners™ and other professionals advising ultra-high net worth or income individuals (UHNWIIs) make many, many marketing mistakes. These 11, however, are common among professionals building a practice by advising a small number of UHNWIIs – the best and brightest advisors.   

  1. Not sharing content. Sharing content on social sites, emails, websites, blogs, is a requirement of modern marketing for advisors.

  2. Sharing library articles. The rich really are different. So, CFP®, CPA, and other practitioners advising ultra-high net worth or high-income individuals (UHNWIIs) require a different approach, one targeted to individuals with at least several million of investable assets or an annual adjusted gross income of more than $400,000. UHNWIIs urgently – before the new tax law is finalized in the days ahead – urgently need to be alerted to bracket management opportunities under the pending tax bill, trust and gift strategies and the changes in ILITs. UHNWIIs continually need to be reminded of their investment policy statements, reasons they can trust you, and that educated financial consumers are your best clients.

  3. Little financial education. Almost all advisor marketing materials claim a commitment to client education. Few back it up with a stream of substantive financial news that UHNWIs cannot get from The Wall Street Journal, New York Times, or by googling “S&P 500.” Advisor Products’ Financial Advisor Marketing Engine 3.0 is an unrivaled solution.  

  4. No written marketing plan. This mistake is quite ironic: While methodical about financials number crunching, CPA and CFPs almost always fail to write down a strategic marketing plan before investing in a website, PPC or SEO marketing campaign.

  5. Not sharing videos. According to the A.C. Nielsen Co., the average American watches about 28 hours of TV every week, equivalent to two months nonstop per year. Textual content is not as effective as video in reaching most people. Making engagement harder still, some people prefer charts and tables to text. Advisors need to share content on multiple mediums and social networks. 

  6. Not requiring signing in or signing up.  If you have are not making the four mistakes outlined above, then you have valuable evidenced based analysis to share, require signing up for your financial news alerts. While you can show the title and topic of every article along with the first paragraph or two, reading the full; text of articles should request signing in to your client portal filled with educational content updated regularly. Not requiring your users give you a name and email address undermines marketing success.

  7. Not integrating digital badges. The CFP Board, AICPA, CFA Institute and other professional designation organizations enable advisors to link back to a secure server to validate your credentials online. When you meet someone for the first virtually, share a link to your accreditation body digitally verifying your hold a credential.   

  8. Not targeting UHNWIIs. CFP®, CPA, and other practitioners advising ultra-high net worth or high-income individuals require content marketing campaigns targeting individuals with at least a several million of investable assets or an annual adjusted gross income of more than $400,000.

  9. No Yelp Listing. Advisors should list on Yelp. However, don’t let an online advertising or SEO sales consultant convince you that Yelp is marketing-gold. Leads generated on Yelp may keep you busy with questions from individuals below your minimum, but UHNWIIs not so much.

  10. No follow through. Because communications for UHNWIIs about personal finance is complex and advisors are marketing experts, shiny objects – lately, Yelp, Facebook, LinkedIn paid ad schemes – may bring some leads but are not a permanent solution for client communications. Ultimately, content is king, and CFP practitioners need a stream of campaigns for UHNWIIs. Because learning enough to find the right solution with the right messaging takes time and then it takes even more time and patience to implement a strategy that will reliably return leads from UHNWIIs, advisors fail to follow through and get sold or sidetracked.    

  11. Not building a list. If you’re not building a list continually, you will fail. Social and email list-building is a game of numbers. Actively building your list of emails, connections, and friends is a requirement of success. Highly targeted paid ads with content for UHNWIIs builds a list of fans who will contact you in two, three or five years. Budget $100 or $200 a month to build your list using PPC ads to find low hanging fruit.     
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294 Hits

PPC Campaigns For Advisors: Asset Valuation Paradigm Shift

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The bond market expects inflation for the next decade to annually average 2.35%, based on the  Breakeven Inflation Rate, a market-based measure of expected inflation derived from subtracting the current yield on 10-Year TIPS from the current 10-Year Treasury's yield

A negative real return on 10 year Treasurys is a tectonic shift for advisor clients, unprecedented in modern history! 

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482 Hits

A Crucial Investment Lesson Advisors Must Teach Clients

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The commemoration of 9/11 and pullout of U.S. troops from Afghanistan marked the passing of 20 difficult years.  Historians will debate the lessons to be drawn from this tumultuous time for decades to come. For investors, however, a crucial investment lesson to be drawn is clear:  In the past 20 years, amid the tumult and difficulties, broadly diversifying paid off, and quite convincingly at that!

 

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444 Hits

An Exceptional Time For CFP® Professionals

crucialclientconversations U.S. troops boarding an airplane. American military pulled out from Afghanistan.

 

A rubric of advisor marketing is never market based on past performance, but this is an exceptional time.  

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410 Hits

Exceptions To The 10-Year Rule On Inherited Qualified Plan Assets

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The Secure Act’s 10-year distribution rule on federally qualified inherited retirement accounts exempts widows, children, chronically ill and disabled individuals. They’re specified as “eligible designated beneficiaries” in the Secure Act.     

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494 Hits

Financial Education For Financial Planning Clients

Roth-Conversion2021 With tax rates expected to be going up, and the stock market breaking records for 11 months, retirement savers should proactively investigate converting to a Roth IRA in 2021.

With tax rates expected to be going up, and the stock market breaking records for 11 months, retirement savers should proactively investigate converting to a Roth IRA in 2021.

Are you alerting your clients and prospects that this to this tax-smart retirement investor move must get done by the end of 2021?  

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344 Hits

Set the News Narrative

 

When you market to your clients, you have an opportunity to set a narrative and educate them on news events that can impact their financial well-being.

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236 Hits

The Medium is the Message

Making your message available the way clients want it.

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234 Hits

Quality Content Builds Trust


Not all financial advisor content builds trust. Consistently demonstrating a track record of being out in front of financial news and trends is the best way to demonstrate value to clients and prospects. This week’s video, about the threat of inflation, helps financial advisors communicate the challenges of inflation in a concise, easy-to-understand format. Consistent use of financial videos is a great way to build trust, improve brand recognition, and attract, engage, and inspire clients.


Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.

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129 Hits

The Value of Video

Video is a great medium for advisors to communicate complicated financial messages. Because it's like watching TV. You don't need to be a brain surgeon to watch a video about, brain surgery. You probably won't be able to do brain surgery after watching one video. You won't become a brain surgeon. But you will know a bit more about brain surgery. Same is true with financial planning.


This week we have a 2 1/2 minute video is about what's happening in the economy right now. It's news. It's also like brain surgery to some people who have no mind for finance. But they can watch it and get something out of it. It engages them. It gives them a common language to talk about with you, Mr. Advisor.
News that's happening now is needed. You can’t engage people by writing about financial products or solutions. You want to educate them about top of the mind economic news stories such as what is happening in the housing market.

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132 Hits

Why content is king when it comes to financial advisor marketing.

 

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131 Hits

Why Professionals Should Break The Rules Of Financial Advisor Marketing

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This week’s video breaks traditional rules of financial advisor marketing.  It is long (four minutes). It’s also detailed, and it delivers bad news for wealthy people ,who are going to face much higher taxes in 2021. 

Why are we breaking the rules? Because traditional financial services marketing is not what a an investment, tax, financial planning professional needs in this pivotal moment in financial history.

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295 Hits

Two Observations That May Make Higher Taxes Easier To Bear

For the first time since the administration of President Ronald Reagan, federal tax policy is changing. You need to warn clients and friends, but how can you do it?

With Congress debating President Biden’s proposal for a massive increase in federal infrastructure spending, two observations by independent economist, Fritz Meyer, may make higher taxes easier to bear for your clients. Presenting facts and historical perspective is the right approach for financial professionals.

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292 Hits

Advisor Marketing Is An Oxymoron To Fiduciaries

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Financial advisor marketing is oxymoronic. Like jumbo shrimp, mini-strokes, and private clubs, it is not the way a fiduciary should approach external communications using modern tools. For private wealth advisors, a better way is to educate clients continually.

Financial consumers are bombarded constantly by ideas diverting them from the personal tax and financial planning strategy carefully crafted by you, the professional advice you authored to build a sustainable low-expense core portfolio and keep them in front of opportunities and pitfalls amid the first reversal in federal tax policy since the election of Ronald Reagan in 1980.  

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280 Hits

Advisor Marketing Dashboard Adds A Downloadable Content Option

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Whether you need a comprehensive content marketing dashboard to manage a private wealth advisory's external communications or just a monthly subscription to a thought leadership article you can download into Word weekly, Advisor Products Inc. (API) has a solution. 

Integrated Marketing Solutions. API's marketing dashboard is a comprehensive content management system for private wealth advisors. Websites, newsletters, and social network posts are integrated with API content, automating marketing tasks for professional financial services firms.        

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219 Hits

Generating The Right Leads

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One of this week’s financial planning articles is the subject of this 2½-minute video about our platform for advisors; it shows advisors how to generate the right leads.

Leads that are attracted to your firm for the right reasons are the right kind of leads. They are a small percentage of contacts who value your news stream about tax and financial planning.

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251 Hits

RIA Marketing Using A Long Lens Of History

lens-mose_20210128-005400_1 It takes a professional viewpoint to present today's news from an historical perspective.

Consumers are shown why it is crucially important to view financial news through a long lens of history in this 90-second video.

It not only tells investors about the value of a professional who knows history, but it also demonstrates it.

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322 Hits

Fritz Meyer’s Scorecard Of S&P 500 Sector Predictions By Wall Street Strategists

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Following the advice of Wall Street’s best minds resulted in huge losses at key inflection points, and Wall Street's ability to forecast the S&P 500 is too unreliable to be helpful and not even close to accurate. 

That's the conclusion of an independent economist who has tracked the predictions of Wall Street top strategists’ in Barron’s every year since 2007. 

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519 Hits

New RIA Marketing Rules Not A Problem With The Right Tech Platform

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 For the third time in 80 years, the Investment Advisers Act of 1940, advertising and sales rules were amended  on Dec 22. 2020. RIAs are not required to comply with the new rules for 18 months. However, the new rules enable RIAs to use of testimonials and investment performance in marketing, provided you meet a more-explicit disclosure requirement.  Growth-minded RIAs, within a couple of weeks, can start using the new rules to market using testimonials, third-party rating services, and performance.    

Adopted by the Securities and Exchange Commission on Dec. 22, 2020, the new rules have practical implications for how advisors use LinkedIn, Yelp, and other social media.  Books and recordkeeping rules also have been modernized.

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299 Hits

Archive

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Questions?

How and why does the Advisor Products system work?

In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.

A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.

  • Differentiate you from competitors
  • Expose clients and prospects to your brand message more frequently
  • Build an ongoing relationship with customers
  • Increase your follows and fans on social media
  • Drive more prospects to your website
  • Help convert prospects into leads
  • Increase number of pages indexed in Google
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See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.

 

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