Appointment setting systems implementation for Financial Advisors- processes overview
Leonard Mikuli?
CEO @LeadGenConsulting.io | Helping Financial Advisors Create Automated Systems That Work For Them & Generate Qualified Appointments
In this article, I am going to explain to you how we are helping Financial Advisors create and automate the so-called online Appointment-setting Machine that brings you a lot of leads and eventually meetings on autopilot.?
This system works based on labor that manages your processes and software that automates a lot of tasks. Our goal is, that the client will handle just activity on his/her profile (which means recording content) and the Machine handles every other thing.?
The compounding effect that this system brings helps Advisors gain a massive competitive advantage because after 6-12 months the client becomes a household name in his/her niche.
With these systems, we help change the online presentation of our clients:
Now we will go through each one of these parts of the system implementation to explain how this system works as a whole and what is the purpose of each of its parts.
How the whole marketing system works (diagram):
Niching down to a specific audience:
In this process, we are getting clear and specific on who we are serving, so it can be easier for us to find these prospects. We use this to call out the specific audience in all social profiles and the content on them.
Ex.: Financial Advisor for lawyers, for teachers, for people in medical space…
Data mining- finding the right angles to approach potential clients:
After we know who we are going to reach out to, we find them through our processes:
We scrape every useful information from their profiles with these filters, divide them into different campaign groups, and pick the right approach for them based on the data we gathered. This makes our campaigns more advanced in terms of complexity, but also effectivity.
These data points are interesting for us:
Social Media Profiles Optimization:
Before we start reaching out to the targeted audience we need to first have the client's profile optimized to call out this specific client avatar and show how the client already helped people like this.
We usually do this by optimizing:
Good profile helps with the trust of the prospects and response rate to the first messages. Everything on the profile should show the prospect value that can our client give, the understanding and expertise that can offer, and a good product with lots of benefits. All of this should be clear from the profile right away.
Creation of the conversation structure:
In this part of the implementation, we create a model of the conversation with prepared answers to various reactions to our messages in the conversation with prospects. To create this we use information about ideal clients from the Why You Worksheet and data that we gathered in the data mining process. We take this information into our decision tree which the account manager uses as a template for communication.
Look at the example of 1 decision tree at the start of the conversation:
This pre-built conversation template is a very powerful tool for making conversations with prospects engaging and always tailored for each potential prospect with one goal in mind, start a relationship with them and eventually invite them to a meeting. It is much more effective and also is easier to manage.
Outbound prospecting:
After we have prepared a list of prospects, profiles, and conversation structure we start with reaching out with personalized messages. We use manual work as well as automation. We usually run 3-10 campaigns.
We send messages mostly through LinkedIn and these channels:
Our standard is 100-400 reachouts per day
Partnership creation:
In the Why You worksheet the client also gives us an avatar of the ideal partners that can provide a client with leads.?
These can be:
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These partnerships can bring a lot of clients throughout the years since there is no limit on how many partners you can have and how many leads a month they can bring you.
For reaching out to these potential partners we chose one of 3 channels-? LinkedIn, email, or a call. Again we prepare and manage everything from the creation of call scripts, conversation structure, or email templates.?
Content and inbound leads creation:
With our client, we create content about the process we take with the new client, parts of the Advisors service, benefits of these services, problems that the ideal clients are facing, our solutions to them, case studies, video testimonials, and much more. All of this we post in different formats (short video, long video, text, article/blog, carousel, presentation…) and different channels (LinkedIn/ Facebook/ Twitter/ Instagram feed, Facebook / LinkedIn groups, YouTube channel…).
We then engage with those who react to these posts and start a conversation with them. After 3-6 months the client grows his/her personal brand with a lot of new inbound leads that came just because of the redistribution of created content.
Our process of getting inbound leads with the content:
?Funnels, websites & lead magnets:
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We create client websites, whose purpose is to present the client as this individual Financial Advisor is the right choice for the people from this specific niche.?
We create these types of websites:
On these websites, we always state potential clients' problems, solutions linked to clients' services, and the benefits of them so he/she embodies the reasons why it is important to get this type of support.
To create these websites we use Why You Worksheet and we insert this information into our templates. Again client has to just review our work and offer their own modifications.
Email & SMS automation:
Every time a new prospect enters the funnel for example through a conversation on LinkedIn or booked a call on the website based on in which state within the funnel the prospect is, the automated emails and SMS remind them of the meeting, nurture them with case studies and many more.?
For example, after they become a client they can be asked for a Google review or start the process of cross-selling, based on what the client needs.
We have these types of automation we run:
The prospect is moving in within the pipeline in our software which then automatically sets off these prepared emails and SMS. It looks professional and always brings new good information for a potential client that helps in his/her decision-making.
Social Media Ads- lead magnet + retargeting:
We prepare for our clients all of the ads that are bringing leads, we do everything from the campaigns set up to creative work, and then we optimize them through the testing of variations we create. We advertise through the main 5 platforms and use 2 main strategies.
Social Media we advertise through:
5min lead form submitted strategy:
We prepare an advertisement that offers free value or a free consultation to potential clients. The prospect will then react to this ad by answering 1-2 simple questions that are qualifying them, giving us their information our account manager gets an immediate notification that they submitted the form and calls them within 5 minutes from it. This catches these prospects in an emotional state and increases the likelihood of them coming to the meeting and eventually becoming the client.
Retargeting Ads:
After a few months of consistent outreach through social platforms and content creation, a lot of people will look at the client's profiles and websites. We can reach out to these people again by showing them advertisements on social media and creating so-called omnipresence. This brings a sense of professionalism into clients' online presentations and helps us get back into the funnel so many potential clients.
Trained labor:
Every single process in this online marketing funnel that we are implementing into clients' business is documented in BPMN and SOP. This makes it easy to understand for a client? and also for people who are managing these systems and processes.?
We train these people so the client can have all of this done on autopilot basically. What he/she has to do to keep the system running, is to record the content and attend the meetings with potential clients and partners.?
Our labor is reporting everything to the client and this way he/she has all the power over what is going on in their online marketing.
All-in-one software- hub for all marketing activities:
Nothing could run smoothly if we would not have software that helps to focus all of the marketing activities in 1 place.?
Features that we use:
Everything that the client needs in online marketing is done through this software.
Call to action:
Let us know if you would be interested in this transformation and we will arrange the meeting to see if you are a good fit for this.