Advertising know-how agency Snappy Kraken unveiled its new Nitrogen Lead Era Marketing campaign on the Fearless Investing Summit in Miami, Fla.
Snappy Kraken’s relationship with Nitrogen, previously often called Riskalyze, dates again to the 2018 version of the Fearless Investing Summit.
Since Riskalyze was based in 2011, greater than 5 million “Danger Numbers”—a measurement of each an investor’s danger tolerance and danger in a portfolio—have been delivered to shoppers.
The brand new marketing campaign makes use of these “Danger Numbers” to assist advisors drive visitors to its “Danger Evaluation Questionnaire” and seize leads by way of a multi-stage, automated advertising and marketing program, in accordance with the corporate.
Nitrogen CEO Aaron Klein, Nitrogen stated this Snappy Kraken “nurturing marketing campaign” was primarily targeted on the ultimate step of funneling leads by way of a course of the place they have been able to schedule a gathering.
“It’s a really symbiotic factor,” stated Klein. “You’ve acquired to have your advertising and marketing automation to drive that nurturing of leads.”
Snappy Kraken CEO Robert Sofia stated the purpose for advisors needs to be to develop an viewers they’ll begin conversations with, win them as shoppers after which create lifelong followers who will generate referrals.
“There is no such thing as a such factor as a silver bullet,” he stated. “Generally, although, in advertising and marketing, whenever you add in automation and triggers and sequences with good content material and correct timing you possibly can transfer a prospect sooner by way of the connection.”
Sofia stated Nitrogen’s “Danger Numbers” have been a wonderful technique to do exactly that.
“The faster they understand they’ve a deficiency (the place) they’re taking extra dangers than they’re snug with, the sooner they’re going to need to discuss to you in regards to the options,” he stated.
The marketing campaign features a web site widget and touchdown web page for lead seize; an explainer video about what a “Danger Quantity” is; automated follow-up emails; advisor notifications with rapid alerts for brand spanking new opt-ins; a sequence of promotional emails and social media posts; and AI-enabled copywriting and picture creation.
The AI piece follows the August launch of Snappy Kraken’s AI-powered, drag-and-drop e-mail builder, which is now typically accessible to the corporate’s customers. The function seeks to assist advisors generate photographs, headlines and textual content to drive conversations. The e-mail builder makes use of an API integration from OpenAI, the creator of text-based chatbot ChatGPT and picture generator DALL-E.
Since Snappy Kraken’s inception in 2016, it has despatched greater than 100 million emails on behalf of advisors, in accordance with the corporate. In Could 2022, Snappy Kraken acquired Advisor Web sites, which gave the agency instruments to model and construct web sites for advisor shoppers. A 12 months later, the corporate unveiled a brand new “unified system” that integrates all three of its present pillars—web sites, advertising and marketing automation and textual content message advertising and marketing—into one unified software and single sign-on.
In March, Snappy Kraken laid off some workers as a part of the combination with Advisor Web sites, which roughly doubled the scale of its workforce. Sofia wouldn’t say how many individuals have been let go, however that there have been some redundancies in roles and tasks. In July, Snappy Kraken introduced a partnership with Concept Decanter, which permits advisors to personalize and file movies utilizing supplied scripts.
