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Mass Affluent Lead Generation & Web Based Marketing
Presented By:Frank T. Troise and Loic Jeanjean
Our Objective Today
• Increase your client LTV by over 600% (see appendix)
• Lower your marketing costs by over 90%• Improve your client communications
More Specifically
• $9.6 million in your office as prospect assets• $787,000 average prospect investable assets• 75% meeting rate
Your Opportunity
70+ Million U.S. Baby Boomers
1.4 Million U.S. Financial Advisors
This target market is the SINGLE largest focus of every financial services firm today
The Market Opportunity
• 10,000 Baby Boomers are retiring everyday for the next 18 years
• 97% have not saved enough for retirement• 58% have not calculated their retirement
needs!
A quick and scary video of the above statistics:http://www.youtube.com/watch?v=V46Z1NnDB78
Think about this point alone for one second…in terms of Baby Boomers needing you:
• 5,800/day• 40,600/week
• 162,400/month• 1,948,000/year!
Your Competitive Landscape
“Software hasn’t eaten finance yet but it will and we will do it”- Bo Lu, Founder of FutureAdvisor
Your online activity impacts the consumer
73%
3 Steps For Creating a Process that Ensures a Successful Finish:
1. Identify your long term goal2. Find a simple consistent proven process3. Execute and measure success
“If you do something the right way enough times, you’ll win”- Dan Loeb
The Four Key Steps
1.Valuable outreach2.Call to action3.Finding you4.Contacting you
The Four Key Steps
1) Valuable Outreach
Research? Product/Pricing?
Services?
What are you offering that they cannot get anywhere else?
The new price today is FREE
The Four Key Steps
2) A Call to Action
“Oh my goodness, I cannot retire!”
“Can I pay for my kids college?”
“How can I pay for healthcare?”
Key Mass Affluent Themes:
“Can I take care of my parents?”
FREE + Call
GREAT! You did your job!...THE PROBLEM IS….
So did everyone else!
You did everything right, but nothing happened!
• Can you truly compete against Blackrock/Fidelity/Vanguard?
• Do you have the Google adwords budget to compete?
• A good test: search for “local financial advisor”…99% of the time it is not you.
“If your enemy is secure at all points, be prepared for him. If he is in superior strength, evade him. If your opponent is temperamental, seek to irritate him. Pretend to be weak, that he may grow arrogant. If he is taking his ease, give him no rest. If his forces are united, separate them. If sovereign and subject are in accord, put division between them. Attack him where he is unprepared, appear where you are not expected.” ― Sun Tzu
Lets assume you get them through the chute, now what?
The Four Key StepsThe Four Key Steps
3) Finding You
The Four Key StepsThe Four Key Steps
4) Contacting You
100%Phone (9-5)
=• Re-contact rates drop to 1% after 30 minutes• Lead quality drops more than 20x after 30 minutes• FOUR seconds for an online shopper
The Four Key Steps
The Four Key StepsThe Four Key Steps
(4) Contacting You
Autoresponders (5%)100%
Phone (9-5) Web to Lead (2%)
In other words…forget lunch!
Case Studies
Concentric Optimization
“Retirement Calculator Football”
• Social media:– Google ads– LinkedIn Groups– Facebook events
• Salesforce to manage leads• Mailchimp to drip market to
leads
• Results– Increased traffic (+30%)– New leads (20+ per month)– New clients (2-3 per month)
Case Study: Vela
Case Study: PURE Financial
SEO/SEM/CRO
Landing Page Radio Landing Page
Higher Quality Scores and Lower CPC Rates
Track performance, test & improve
What Can You do Right Now?
• What is your valuable outreach?• What is your call to action?• How can they find you?• How can they contact you?
What can you do right now?
SEO/SEM/CRO
Higher Quality Scores and Lower CPC Rates
• Targeted emails• Targeted display ads• Coordinated SEO/SEM/CRO marketing & testing• RESULTS:
• $9.6 million in prospect assets in 3 months• $787,000 in average AUM• 75% meeting rate
Our 30-day FREE offer to you!
• FREE 30-day trial of FreeRetirementReport.com!– Go to http://mynewfinancialadvisor.com/subscriber/
• FREE 30-day website trial!– Go to http://advisorwebsites.com/pricing
Watch for our announcement on
September 7, 2012
Contact details
• My New Financial Advisor– Frank Troise – ftroise@mnfainc.com – 1- 866-470-8164 x40
• AdvisorWebsites.com– Loic Jeanjean - loic@advisorwebsites.com– 1.866.638.0273 ext.212
Appendix
What is Your Client LTV? Scenario #1: Classic
Acquisition year Second Year Third YearCustomers 1.00 1.00 0.90 Retention rate 100% 90% 90%Orders Per year 1 1 1Avg Order Size 10,000.00$ 10,000.00$ 10,000.00$ Total revenue 10,000.00$ 10,000.00$ 9,000.00$
Costs 75% 75% 75%Cost of Sales 7,500.00$ 7,500.00$ 6,750.00$ Acquisition/Mkt. Cost 1,000.00$ 500.00$ 500.00$ Mktg Costs 1,000.00$ 500.00$ 450.00$ Total Costs 8,500.00$ 8,000.00$ 7,200.00$
Gross Profit 1,500.00$ 2,000.00$ 1,800.00$ Discount rate 1 1.08 1.17NPV 1,500.00$ $1,851.85 $1,543.21Cumulative NPV 1,500.00$ 3,351.85$ 4,895.06$ Customer LTV 1,500.00$ 3,351.85$ 4,895.06$
What is Your Client LTV? Scenario #2: What you Want
Acquisition year Second Year Third YearCustomers 1.00 1.00 0.90 Retention rate 100% 90% 90%Orders Per year 1 1 1Avg Order Size 10,000.00$ 10,000.00$ 10,000.00$ Total revenue 10,000.00$ 10,000.00$ 9,000.00$
Costs 1% 1% 1%Cost of Sales 100.00$ 100.00$ 90.00$ Acquisition/Mkt. Cost 1,200.00$ 600.00$ 600.00$ Mktg Costs 1,200.00$ 600.00$ 540.00$ Total Costs 1,300.00$ 700.00$ 630.00$
Gross Profit 8,700.00$ 9,300.00$ 8,370.00$ Discount rate 1 1.08 1.17NPV 8,700.00$ $8,611.11 $7,175.93Cumulative NPV 8,700.00$ 17,311.11$ 24,487.04$
Customer LTV 8,700.00$ 17,311.11$ 24,487.04$
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