Welcome again to the 349th episode of the Monetary Advisor Success Podcast!
My visitor on right this moment’s podcast is Olivia Luper. Olivia is the Founding father of Lexicon Advisor Advertising and marketing, a digital outsourced digital advertising firm that makes a speciality of 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 would 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 providers to make the content material truly generate outcomes, from constructing lead magnets and mailing lists, to working social media adverts to develop the checklist additional, to writing the emails that get readers to truly schedule a primary assembly.
On this episode, we discuss in-depth about how Olivia has developed a 3-step course of to constructing a advertising technique for her advisor purchasers by focusing in the beginning on clarifying the advisor’s message and imaginative and prescient for the agency, crafting an execution plan for prime to backside advertising funnel, after which if advisors do not need to do it themselves, offering ongoing implementation of the technique, how Olivia has discovered success for her advisor purchasers utilizing social media – even paid social media adverts – not by making an attempt to get purchasers straight however merely getting them to the advisor’s web site to gather an e mail tackle that will likely be used to show them into a hotter lead over time, and the way Olivia warms up these new e mail contacts with a welcome e mail sequence of seven emails over the span of their first month that’s structured to not solely have interaction with prospects, however to assist construct belief and nurture the connection with the advisor to extend the chance of the prospect turning into a shopper 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 beneficial 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 providers trade, 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 understand how to attract prospects to it to sustainably scale their development, and why Olivia believes that the majority advisors are too timid about speaking the worth of what they’ll present to their prospects and that the important thing to higher advertising success is about being extra keen to easily share tales about how the advisor has helped different purchasers in comparable conditions.
And make certain to hearken to the tip, 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 have been too ‘salesy’ and centered on maximizing income and revamped her personal advertising course of to higher align with how advisors purpose to assist their very own purchasers within the first place, why Olivia believes that youthful, newer advisors can discover construct extra profitable careers by being self-aware to search out the kinds of purchasers they need to work with most and turning into more and more effectively versed on the monetary points these particular folks face, and why Olivia now feels fulfilled in her profession as she will dive deep into her ardour of serving to advisors get unstuck and discover the advertising messages that really feel actually genuine to them in order that they’ll proceed to search out extra of their very best purchasers and develop their corporations, too.
So, whether or not you are taken with studying about why Olivia takes the time to study her advisor purchasers’ imaginative and prescient and targets for his or her firms to ensure their advertising technique is in alignment and might actually assist them develop, how Olivia buildings every of the 7 emails in her welcome e 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.
