Financial Planner Marketing Playbook

What makes video marketing such a powerful tool for Financial Planners? My guest today on the Financial Planner Marketing Playbook is Robin Powell. An experienced journalist, Robin worked for more than 20 years in broadcast television news and current affairs. He's no stranger in front of the camera. His business, Regis Media, makes extensive use of video to help attract, retain and educate clients. In this conversation, we talk about what makes video such a powerful marketing tool, how to find the confidence to appear on camera, the gear you need to produce quality video, and much more. Here's my conversation with Robin Powell, founder of Regis Media, in series two, episode ten of the Financial Planner Marketing Playbook.

Something is happening in the world of business. Upstart brands are taking on the empires that have long-dominated trillion-dollar consumer sectors. My guest on the podcast today is Lawrence Ingrassia, former business and economics editor and deputy managing editor at the New York Times. In his new book, Billion Dollar Brand Club, Lawrence explores a growing number of digital entrepreneurs have found new and creative ways to crack the code on the bonanza of physical goods that move through our lives every day. We're talking about billion-dollar disruptive brands like Dollar Shave Club, Casper with its mattresses, and Warby Parker which mails you five pairs of glasses to choose from. Taken in isolation, each of these brands might appear as a rarely successful startup with the bravado to confront a Goliath. But when taken together, these businesses represent a seismic shift in a business model that has lasted more than a century.

From a young age, my guest today had a relationship with money fraught with difficulties. Catherine Morgan felt her natural relationship with money was out of control, leading to overspending, undersaving and being driven by emotions. A family medical emergency in later years brought these emotions to the surface again. In 2016, Catherine decided to use her knowledge and expertise to help women to be better prepared to deal with situations in their life where they need to take back control and be financially resilient. Catherine is on a mission to encourage women to address those taboo subjects around money and explore the emotional and practical sides of money, rather than just focusing on financial products. As the founder of The Money Panel and host of the podcast series In Her Financial Shoes, Catherine has built a tribe of loyal followers. In this conversation, Catherine explains why being your authentic self is one of the most powerful marketing tools Financial Planners have. Here's my conversation with Catherine Morgan in series two, episode eight of the Financial Planner Marketing Playbook.

My guest on the podcast today brings more than twenty years of strategy consulting and marketing experience. Robbie Kellman Baxter is founder of Peninsula Strategies, helping companies leverage subscription pricing, digital community and freemium to build deeper relationships with customers. Robbie Kellman Baxter<\/h2>\nbrings over twenty years of strategy consulting and marketing expertise to Peninsula Strategies, her strategy consulting firm focused on helping companies leverage subscription pricing, digital community and freemium to build deeper relationships with customers. Her clients have included start-ups and mid-sized venture-backed companies as well as industry leaders such as Netflix, Oracle, Electronic Arts and eBay. Over the past 18 years, Peninsula Strategies has advised over 100 organizations in over 20 industries on growth strategy.<\/p>\n A sought-after writer and keynote speaker, Robbie has presented to alumni organizations at Stanford, Harvard and Haas, associations including the AICPA, the American Society of Association Executives, and the National Restaurant Association and organizations including the Wall Street Journal,<\/em> and Coursera.\u00a0 She has been quoted on business issues in the Wall Street Journal<\/em>, The New York Times<\/em>, and Consumer Reports<\/em>, and has had pieces published in HBR.org, CNN.com, Associations Now\u00a0 and the Journal for Quality & Participation<\/em>. Robbie has created and starred in eight video courses in collaboration with LinkedIn Learning on business topics ranging from innovation to customer success and membership. Robbie is also on the board of Amava<\/a>, an organization dedicated to helping people stay active and engaged post-career.<\/p>\nAs the author of The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue<\/em>, a book that has been named a top 10 marketing book of all time by BookAuthority, Robbie coined the popular business term \u201cMembership Economy\u201d, which is now being used by organizations and journalists around the country and beyond. Robbie\u2019s expertise with companies in the emerging Membership Economy extends to include SaaS, media, consumer products and community organizations. Her new book,\u00a0The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave,\u00a0<\/em>releases in March, 2020.<\/p>\nPrior to launching Peninsula Strategies, Robbie was a strategy consultant at Booz-Allen & Hamilton, a New York City Urban Fellow and a Silicon Valley product marketer. Robbie received her MBA from the Stanford Graduate School of Business and graduated with honors from Harvard College.<\/p>","tablet":""}},"slug":"et_pb_text"}" data-et-multi-view-load-tablet-hidden="true"> Her clients have included start-ups and mid-sized venture-backed companies as well as industry leaders such as Netflix, Oracle, Electronic Arts and eBay. As the author of The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue, a book that has been named a top 10 marketing book of all time by BookAuthority, Robbie coined the popular business term “Membership Economy”. Her new book is The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave. Here's my conversation with Robbie Kellman Baxter in series two, episode seven of the Financial Planner Marketing Playbook.

Some podcast conversations come along at exactly the right time. When I originally reached out to my guest today, I had no idea we would be working from home, avoiding all social contact, and living through an unprecedented time of economic and market upheaval. Carl Richards is well-known in the Financial Planning profession as someone who distils complex concepts into simple messages, through his behaviour gap artwork. A Certified Financial Planner, Carl has a powerful message for the Financial Planner community, never more important than right now. In this conversation, we talk about why this time is different, but also the same; how Financial Planners can best navigate their clients through the weeks and months ahead; and our shared passion for cold water, and what it means for our ability to deal with market-related traumas. Here’s my conversation with Carl Richards in season two, episode six of the Financial Planner Marketing Playbook.

Pete Matthew is a legend. There's a good chance that you've heard his story before. After reading the book Crush It by Gary Vaynerchuk, Pete realised that he could use the internet and social networking to get a very important message across. A Chartered Financial Planner and Managing Director of Jacksons Wealth Management in Penzance, Pete is the driving force behind the movement that is Meaningful Money. What started as basic personal finance explainer videos, shot with a cheap video camera on the beaches of Cornwall, has grown into a massively popular audio podcast with more than 3.2 million downloads to date. In this conversation, I wanted to take Pete a little off the well-worn path and ask him some slightly different questions about Financial Planner content marketing and how we can all get started, right now. Here's my conversation with Pete Matthew in season two, episode five of the Financial Planner Marketing Playbook.

Great photography is a powerful marketing tool. A picture is worth a thousand words and, when done well, professional photography has the ability to transform your website and digital marketing. In this episode, I'm joined by our resident photographer Joe Denyer. Joe is responsible for capturing incredible images and moments for our clients. I sat down with Joe to ask him everything you wanted to know about professional photography, but were too scared to ask. For example, with fantastic cameras at affordable prices, what's the difference between asking Joe to take your photos compared with your nephew and his Nikon? If you're the sort of Financial Planner who is still rocking a headshot from a decade ago, then this episode is definitely for you. Here’s Joe Denyer, in season two, episode four of the Financial Planner Marketing Playbook.

There's no escaping the fact that you're human. Humans make mistakes. Within the Financial Planning profession, human errors can lead to costs and complaints. But what happens when you screw up in the cockpit of a 747, or in an operating theatre, scalpel in hand? My guest today is Trevor Dale, a specialist in Human Factors. Trevor has experience of human factors training going back to 1990, when he was part of the team that introduced the subject to British Airways as a method of reducing pilot error. He retired as a Training Captain flying Boeing 747's in 2005. Trevor began working in Human Factors in healthcare in 2002 with paediatric cardiac surgery and now continues to do so across the entire spectrum from surgery, ITU, anaesthesia to mental health. This is a conversation with so many insights for Financial Planners. Listen on to gain a better understanding of what it means to be human, and how to identify and mitigate the human factors that can result in mistakes. Here’s Trevor Dale, managing director of Atrainability, in season two, episode three of the Financial Planner Marketing Playbook.

When it comes to marketing, there's an awful lot of BS out there. There's a huge gulf between 'practical marketing' and what's taught in business schools. Thinking about the Boston Matrix or Porter's Five Forces still leaves me with a glazed over expression. My podcast guest today is at war with marketing complexity. Roger Edwards has been helping people with their marketing for over 25 years. He started out in Big Corporate and eventually worked his way up to Marketing Director, heading up some of the biggest brands in UK financial services. In 2013, Roger decided to leave Big Corporate and set up his own business to help smaller companies to use digital marketing to grow their businesses. Right now, Roger is putting the finishing touches to his first book, and in this conversation, we discover why he's so passionate about simplicity in marketing. If you switch off the second you hear marketing buzzwords or ridiculously high-level strategy with no grounding in reality, then this episode is for you. Here's Roger Edwards, in season two, episode two of the Financial Planner Marketing Playbook.

The only thing holding you back from innovation and happiness is you. With barriers to entry falling across every profession, Financial Planners have no excuses when it comes to developing new propositions, crafting compelling client experiences, and communicating their messages across multiple platforms. My guest today made the move from mortgage adviser, to fintech pioneer, to graphic designer. Danny Matthews joins us for this episode of the Financial Planner Marketing Playbook to chat about: -why Financial Planners need to learn from the customer experience engineered by leading global brands -how he gave himself permission to learn the skills for a new career -the most effective way to cut through the noise on social media, turning one piece of pillar content into many Danny is founder of the Content Amplifier service, a way to turn a weekly 3-minute video into 40+ pieces of content. This content repurposing model has massive application for Financial Planners who need to raise their profile online, make their voices heard, and amplify their message. I got a huge amount of value out of this conversation with Danny, where we talked about the absence of innovation in financial services, how we are often our own worst enemies when it comes to making change, and the opportunities presented by modern brands who decide to pivot into new markets. Here’s my conversation with Danny Matthews, founder of Content Amplifier, in season two, episode one of the Financial Planner Marketing Playbook.

There are plenty of benefits associated with regularly posting fresh blog content on your financial planner website. As well as helping Google and the other search engines rank you highly in search results, it also reassures existing and prospective clients who are visiting your website that you have your finger on the pulse. But when you publish a new blog post on your website, how can you be sure you are making the most out of it? In this episode, Martin shares 5 ways Financial Planners can make the most out of their blog content.

In this episode of the Financial Planner Marketing Playbook podcast, I’m joined by Sharon Tanton, creative director and co-founder of Valuable Content. Sharon is co-author of the Valuable Content Marketing book. She works as content director and lead writer for businesses. Content marketing is just so important for all businesses. For Financial Planners, content marketing is a powerful and very cost effective way to share your message, build your authority and get in front of the right prospective clients. In her book Valuable Content Marketing, Sharon says “Think of marketing as helping, not selling and everything about it becomes more rewarding.” That’s a great message and in this conversation, I ask Sharon about how Financial Planners can identify their stories. You may never have worked with a marketing agency before, so I talk to Sharon about the process she typically follows to help businesses identify their stories, and why it’s important for her clients to become self-sufficient with their content marketing over time. Here’s my conversation with Sharon Tanton, author of the Valuable Content Marketing book, in series one episode eight of the Financial Planner Marketing Playbook.

In this episode of the Financial Planner Marketing Playbook podcast, I’m talking about seriously effective ways to generate new client enquiries. It’s the second of two solocast episodes in this season of the podcast, and these ideas are adapted from a recent webinar we presented at Bamford Media. Within this episode of the podcast, I take you through 10 of what I believe are the most effective ways you, as a financial adviser or financial planner, can generate new client enquiries today. When we speak to financial planners, we’re often told that one of their biggest challenges is generating enough of the right quality leads and client enquiries. Relatively few financial planners have enough clients already. Those that do have enough often want to improve the quality of their client banks, so bringing in better quality/higher value clients and disengaging with lower quality/value clients. And all financial planners, even those at capacity, will need to generate enough new clients to maintain their overall client numbers due to natural wastage - death, spending of capital, moving to another adviser. These marketing techniques are designed to get you in front of the right prospective clients, those who truly value what you do for them and who have sufficient needs and wealth to make your services valuable, and to make them profitable as a client. Here’s my thoughts on 10 seriously effective ways to generate new client enquiries, in season one, episode seven of the Financial Planner Marketing Playbook from Bamford Media.

In this episode of the Financial Planner Marketing Playbook podcast, we’re talking about change and how to outsmart it. A change in management, the arrival of a new competitor, market consolidation, a disappointing quarter or a new direction for your business can all disrupt our best-laid plans. How we respond to unexpected change can determine our success or failure. My guest today, marketing veteran Engelina Jaspers, is a student and teacher of business and career agility. Her book, Marketing Flexology, is the step-by-step guide to creating a dynamic and resilient marketing organisation that can withstand change, disruption and transformation. As a former vice president of marketing and vice president of sustainability for Fortune global companies, Engelina knows that delivering tangible business results is crucial — not only to the success of your organization, but to the success and longevity of your career too. As Financial Planners, we’re all well used to change; we often experience change in regulation, investment markets, and client expectations. Engelina’s message is that we shouldn’t waste another good crisis by being unprepared. It's time to future-proof your career, your team, and your marketing platform. Here’s my conversation with Engelina Jaspers, author of Marketing Flexology, in season one, episode six of the Financial Planner Marketing Playbook from Bamford Media.

In this episode of the Financial Planner Marketing Playbook podcast, we're talking about the science of persuasion. It's a sad fact that most of our attempts to persuade are doomed to fail because the brains of our audience automatically reject messages that disrupt their attention. My guest today, Dr Christophe Morin, is co-author of The Persuasion Code. His book makes the complex science of persuasion simple. With over 30 years of marketing and business development experience, Christophe is passionate about understanding and predicting consumer behavior using neuroscience. Regardless of your level of expertise in marketing, neuromarketing, neuroscience or psychology, Christophe's expertise will make your financial planner business more successful with his practical approach towards creating a breakthrough persuasion strategy. In this conversation, we talk about the value of the award-winning persuasion model NeuroMap. It's the only model based on the science of how your clients use their brain to make any decision including a buying decision. You will appreciate why this scientific approach has helped hundreds of companies and thousands of executives achieve remarkable results. Christophe is founder of SalesBrain, the first neuromarketing agency with a scientific persuasion model that helps companies capture, convince and close more customers. SalesBrain increases marketing performance by targeting the decision making part of your customer’s brain with a unique, award-winning, science-based NeuroMap. Founded in 2002, SalesBrain has helped over 600 companies worldwide and has trained over 120,000 executives of 20 different nationalities. Here’s my conversation with Dr Christophe Morin, author of The Persuasion Code, in season one, episode five of the Financial Planner Marketing Playbook from Bamford Media.

In this episode, I’m sharing ideas on how to craft compelling content for your financial planner website. Our research found that the average IFA website blog hasn't been updated for six months. Failure to update website content on a regular basis is just one of several things letting financial planners down when it comes to their content marketing. In this episode, I share the benefits of online content marketing, where to find inspiration for your content creation, and a simple process to follow that can turn you into a content generating machine. There's also a special offer for listeners at the end of the episode.

We all know why referrals from satisfied clients are so powerful. A good referral can result in an engaged client faster and more easily than any other type of lead. But the act of asking for them can be awkward. And awkwardness aside, even asking for referrals is often ineffective. My podcast guest today is Stacey Brown Randall and she’s developed a method of getting referrals without asking. Her book is Generating Business Referrals Without Asking. Stacey presents a structured approach to getting referrals which reduces the hustle, and increases productivity and profit. When it comes to this subject, Stacey knows what she’s talking about. When she started her second business, with one business failure already under her belt, she knew she had to do things differently or she would end up working for someone else for the rest of her life – and that wasn’t an option she was prepared to accept. So the launch of her new business involved cracking the code on generating referrals without asking, resulting in an impressive 112 referrals in her first year as a business coach, followed by triple digit referrals in each subsequent year. Now she’s helped hundreds of coaching clients build their own referral generating plans and has been featured on numerous radio and podcast shows. Listen to this conversation to learn why referrals from satisfied clients are such an important component for business success, what makes it so awkward to ask for referrals, and the five step process Stacey has developed to get business referrals without asking. Without further ado, here’s my conversation with Stacey Brown Randall, author of Generating Business Referrals Without Asking, in season one, episode three of the Financial Planner Marketing Playbook from Bamford Media.

Every financial planning business making sales online is engaged in a battle to get prospective clients to click. More clicks equals more sales equals a more successful financial planning business. In this episode of the Financial Planner Marketing Playbook podcast, I speak to Glenn Fisher, a direct response copywriting expert. Glenn has spent over a decade working with The Agora, one of the world’s most successful direct response publishers. Working previously as a council auditor, he quit to change his life, returning to college to study creative writing. He went on to found AllGoodCopy.com, a free online resource for direct response copywriters and marketers, and work with The Agora as associate publisher for the UK office of Agora Financial, a multi-million pound financial publisher. Glenn is author of The Art of the Click: How to Harness the Power of Direct Response Copywriting and Make More Sales. In this entertaining and highly readable guide, Glenn boils down over a decade of experience to present a huge array of techniques, tactics and industry secrets to improve your copywriting, get more clicks... and ultimately, get more sales. This topic is really important for Financial Planners because, in our experience, writing great copy doesn’t always come naturally in our profession. Financial Planners are excellent communicators, usually until it comes to harnessing the power of the written word. Listen to this conversation to learn the steps you need to take to write great copy; that means copy that is remembered after you make the sale. Without further ado, here’s my conversation with Glenn Fisher, author of The Art of the Click, in season one, episode two of the Financial Planner Marketing Playbook from Bamford Media.

Financial Planner Marketing Playbook is the new audio podcast from the team at Bamford Media. Your host is Martin Bamford, chartered financial planner and founder of creative agency Bamford Media. Coming up in season one, we've got five fantastic guests, sharing insights from the worlds of content creation, client referrals and behavioural science. Over the coming weeks, we look forward to sharing conversations with Glenn Fisher, Stacey Brown Randall, Dr Christophe Morin, Engelina Jaspers and Sharon Tanton. There's also two solocast episodes coming up in season one, where Martin takes a deeper dive into crafting compelling content for your website and generating new client enquiries. We want the Financial Planner Marketing Playbook to become the go-to marketing podcast for financial planners, wealth managers and financial services providers. You can find out more about the podcast and guests from season one, and subscribe to get all future episodes, at www.bamfordmedia.co.uk/podcast.