September 29, 2023


Learn Business From Experience

#FA Success Ep 349: Constructing The Advertising and marketing System Round Your Advisor Content material To Get Actual Advertising and marketing Outcomes, With Olivia Luper

4 min read

Welcome again to the 349th episode of the Monetary Advisor Success Podcast!

My visitor on at present’s podcast is Olivia Luper. Olivia is the Founding father of Lexicon Advisor Advertising and marketing, a digital outsourced digital advertising firm that focuses on working with monetary advisors to generate a gentle stream of prospects.

What’s distinctive about Olivia, although, is how she began out as a ghostwriter creating content material for monetary advisors and their blogs, however noticed first-hand that nice content material alone does not generate prospects if there is not extra of a advertising system round it… so she expanded her agency to start providing a full suite of outsourced advertising companies to make the content material truly generate outcomes, from constructing lead magnets and mailing lists, to operating social media advertisements to develop the listing additional, to writing the emails that get readers to really schedule a primary assembly.

On this episode, we speak in-depth about how Olivia has developed a 3-step course of to constructing a advertising technique for her advisor shoppers by focusing firstly on clarifying the advisor’s message and imaginative and prescient for the agency, crafting an execution plan for high to backside advertising funnel, after which if advisors do not wish to do it themselves, offering ongoing implementation of the technique, how Olivia has discovered success for her advisor shoppers utilizing social media – even paid social media advertisements – not by attempting to get shoppers straight however merely getting them to the advisor’s web site to gather an electronic mail tackle that will probably be used to show them into a hotter lead over time, and the way Olivia warms up these new electronic mail contacts with a welcome electronic mail sequence of seven emails over the span of their first month that’s structured to not solely interact with prospects, however to assist construct belief and nurture the connection with the advisor to extend the chance of the prospect changing into a consumer sooner or later.

We additionally speak about how, after having her son and simply ending her Grasp’s diploma in English, Olivia discovered herself between careers and was really useful by her mother-in-law (who additionally works within the monetary advisor house) to attempt specializing in monetary advisors as a result of she noticed the necessity for Olivia’s content material advertising experience within the monetary companies business, how Olivia skilled some frustration early in her advisor work as a result of she was good at creating content material for advisors and getting it on the market however realized that advisors did not know the way to attract prospects to it to sustainably scale their progress, and why Olivia believes that almost all advisors are too timid about speaking the worth of what they will present to their prospects and that the important thing to higher advertising success is about being extra prepared to easily share tales about how the advisor has helped different shoppers in related conditions.

And make sure to hearken to the top, the place Olivia shares how, whereas she was rising her enterprise, she had a second of reckoning for herself when she realized that she was using advertising scripts that had been too ‘salesy’ and targeted on maximizing income and revamped her personal advertising course of to higher align with how advisors goal to assist their very own shoppers within the first place, why Olivia believes that youthful, newer advisors can discover construct extra profitable careers by being self-aware to seek out the sorts of shoppers they wish to work with most and changing into more and more nicely versed on the monetary points these particular folks face, and why Olivia now feels fulfilled in her profession as she will be able to dive deep into her ardour of serving to advisors get unstuck and discover the advertising messages that really feel really genuine to them in order that they will proceed to seek out extra of their best shoppers and develop their corporations, too.

So, whether or not you are eager about studying about why Olivia takes the time to study her advisor shoppers’ imaginative and prescient and targets for his or her corporations to verify their advertising technique is in alignment and might actually assist them develop, how Olivia constructions every of the 7 emails in her welcome electronic mail sequence, or how Olivia develops advertising funnels to attach with hotter leads, then we hope you get pleasure from this episode of the Monetary Advisor Success podcast, with Olivia Luper.

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