How Social Media Marketing Grows AUM ZBJ

8/8/2019 How Social Media Marketing Grows AUM ZBJ

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How social media marketing grows assets

X A case study

X D. Bruce Johnston, Zach Hedgesand John Drachman



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1. Establish thought leadership

2. Expand presence

3. Measure results

The marketing challenge for advisors



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Establish thought leadership

X RIA wished to become the recognized authority or subject matter expert

X Needed to define problem in terms RIA could resolved

X Showed how RIA¶s expertise led to client solutions



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1 RIA + 1 estate attorney = 1 thought leadership effort

X Charles ³Chuck´ Steege, CFP®

Executive Financial Coach,President SFG Wealth PlanningServices, Inc.

X Enlisted the nearby support of a

leading tax attorney to developa team presentation

XThe effort: Conduct three timelyexecutive compensation topicsas webinars during the dog daysof summer.

X Save on taxes (especially with

the AMT refundable credit)

X Sound planning and stockoptions

X Passing on your legacy. Plus: Anadvanced look at the 2010 IRAto Roth conversion opportunity



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The goals

X Engage HNW only Seek select 10-15 clients with a minimumof $1 million in investable assets

X Business development Most importantly, attract new clientsand fees

X Center of influence Employ a COI strategy to leverageexpertise in new ways

X Experiment with social media We showed them how tocombine webcasts, e-mail, public relations and blogging inone low-cost, legally compliant package to:

XEstablish thought leadership

XExpand presence

XMeasure results



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X Three webinars on subject of executivecompensation.

XWebcast service links with press release,emails and blog

XWebcast analytics provide attendancenumbers, capture key contact information

Expand presence

1.

XOne interactive press release

X Press release reaches 1000s of interactive business publications and

blogsXDrive readers to contact capture in 1.

above

2.



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Expand presence

X Two sets of three e-mails linked to webinars, interview,select blog postings

X Emails link to urls, webcast service

X Drive to contact capture

3.

X Interview with blogger sets keywords and concepts to beaggregated by other blogs, media outlets

X Targeted blogging plays to aggregators, helps catalyzemessaging

X Drive to contact capture

4.

XGoogle page 1 dominance for keywords

X Aggregators absorb content, key words frompress release, blogging activity

X Result: Firm engages and attracts new AUM

5.



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Google page1 dominance for key words

I must find out moreabout the refundable

AMT credit buried inlast year¶s stimulusbill.



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Smart Money, Dow Jones, Reuters, BusinessWeek



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Here come the aggregators: Goliath, Financial Content



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ADN, Germany¶s TradingHouse, India¶s Newstin

Also: AlphaTrade Finance, Web 2.0 Journal and more



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Measure the results

Webinar 1 Webinar 2 Webinar 3 Total

Attendees 12 3 9 24

Registered 16 17 11 44

Prospects 12 12 9 33

Existingclients

4 3 2 9

Replayviewed

1 1 3 6

Replaydownloaded

1 0 1 2



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Measure the results

X Engage HNW only

X Gained new clients

X Expanded relationship withsome existing

XBusiness developmentX Netted approximately $40,000

in new and ongoing fees

X Some $4.0 million in new AUM

X Timeframe: Eight weeks

X ³Overall we are very pleasedwith the results of the Webinar Series and expect 21 of the newprospects to eventually contactSFG for services´ Charles

³Chuck´ Steege, CFP ® SFG Wealth

Planning Services, Inc.

X Center of influence Thecollaboration between Chuckand Phil resulted in newexposure and new business

X Experiment with social media

An investment of less than$10,000 in a social media-

driven thought leadership effortprovided an outstanding short-

term return

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How Social Media Marketing Grows AUM ZBJ