Hello everyone and thank you for joining us today. My name is Jacob Lacey, I'm the director of Orion prospect here and we have some great content for you today talking about how advisors can take their practices to the next level through the power of social media. Now as a reminder, throughout this entire presentation, anytime if you have a question, just simply type it into the chat box in our team. We'll get back to you in that same chat box with an answer to that question. Our speaker today is someone we're very excited about and her name is Tina Powell. Tina is the CEO of C-Suite social media, which is a high performance digital marketing and social media agency. Tina and her team have over 20 years of hands-on digital marketing experience, building out campaigns and strategies that help advisors grow their practices, especially through the use of social media. And her extensive experience has kept her on the leading edge of marketing and social media, which is why we're very excited to have her today. And so without any further ado, I will pass it over to Tina and let her get started. Hey, everybody, I'm so, so excited that you are all here. Thank you so much to Orion for having me. I'm really excited to deliver this program to you. And I hope that you're going to find a lot of value, a lot of utility and a lot of the tactics, especially too it's Q4. 2022, so right now is we want to really power up your marketing especially this last part of the year and going into 2023. So I want to make sure that I'm very clear about couple of things on today's program. And the first is that what we're going to be talking about is be to see strategies. So you'll see that 7 untapped B2C social media marketing tips to take your practice to the next level. So again, I'm assuming that your financial advisor. I'm assuming that when you do social media that you are doing it under your personal channel and not the brand channel. There is a very big difference in that. Again, so the strategies and the things that we're going to talk about are as if you yourself are doing these on your channel, not the brand channel and B to C business to consumer again in marketing and the way that we teach it in the graduate program at NYU is that there is a big difference between. A/B to B marketing strategy, content strategy, and a B to C so today is all about B2C advisors. Thanks so much for for being here. And then you can connect with me on LinkedIn and that's who I am right there. Tina Powell, you can also find me on Facebook, Facebook and Instagram and Twitter. So hope to see you then. OK, so the first rule, let's get to it right from the start and this is probably one of the things that I'm most most passionate about is using social media. To serve rather than sell. Now, I can't see all of you right now, but I'm sure show of hands, if I ask you the question, how many of you have received an in mail, in mail and the last three weeks that tried to sell you something and tried to do it with multiple paragraphs and kind of long winded text. OK, what we're doing right now is what I see a lot happening in the industry, specifically with advisors and people who are using social media and that is that we're using it to sell. Instead of serve. And so one of the best tips that I can if you walk away from anything, everybody, is that if you start to use social media to serve. And what do I mean by serve? I mean creating value for your audience, educating them, giving them useful tips, especially for the end of year, right? As a financial advisor, I can think of lots of different things. You might want to be talking about the importance of setting up that retirement account before the end of the year. You might want to talk about some tax maneuvers. You might want to even talk about making sure that they get in the office to just sit down with you. So please, you know, understand that social media is not a sales. And again, we see at the agency side that of course if you're an advisor, you would love to gain clients and new relationships from social media. And what I'll say is that that can happen and that will happen if you just use the platform as a way. To just be yourself. OK. So what I've demonstrated here on this slide is that we have an individual at the top and we have, he's having a one, one to one conversation and then we have a gal on the bottom who's on a zoom with multiple people. And here's what I want you to envision as you're creating also to your messages on social and putting yourself out there. The first on the top again is a sales conversation. When we think of sales, it's a one to one conversation. When we think of marketing, marketing is A1 to many conversation, right. So observe how you are creating your messages and I want you to be in the headspace with the gal at the bottom. This is not a sales conversation. You are, you are having a dialogue with lots of different people when you put yourself out on social media and you put your messages. They go to a variety of things. So now along with the premise and the idea of using social to sell, I want to be very, very clear also to you about some of your goals for social media and what the difference is on social media in terms of a marketing technique or a sales technique. OK, so the reason why we see so many people in marketing or so many advisors trying to use social for for selling and that is because social media. Is a marketing activity, right social medias and marketing's job is to drive a qualified lead to sales. Again, if I'm an advisor and we'll look at some examples in a little while, I want people to before somebody's going to contact you. Everybody, they've got to be. There's got to be intent to buy, there's got to be a need. That need might not happen right here in 2022. It might be in the future. And that's why so much I want you to put out. Like who you are and what you do, put out general knowledge. And again, imagine that you're in front of a classroom. Imagine you are trying to, you know, educate and inform a group of people, not just a one-on-one. Other forms of marketing that you're all familiar with. Content marketing in person, virtual events. These two lend themselves to social media. If you're doing anything, especially if we see the holidays coming up. You're doing any toy drives at the firm, any special, charitable, any holiday gifting. Or anything like that. You can also put that in the feed sales. OK, so your your social media is not sales. Sales is me pitching an intro to services deck about my agency sales. Could be you offering a free portfolio and risk assessment and you delivering a proposal to a prospect, right? Those things do not belong in social media. You wouldn't be doing and delivering a portfolio. Risk assessment within the feed of social. Now you might queue it up right and say hey if you're interested, but please use the channel first and foremost as a tool to serve people. And I promise you if you take a long long term approach to that, it will help your social media exponentially. I really really believe in this. OK #2 is the idea of creating an ideal client. Persona or buyer persona. This is also too something that blends that we see this intersection of sales and marketing. Before you make content on social media, before you decide on what platform to use for social media, before you decide on your messaging for social media, you really need to understand who are you trying to reach? You know, we have a saying here at C-Suite, and that is that every touch point matters. We are. We are getting crazy in the weeds about every prospect, about every post. That we put out on social media, making sure that it's the right match. But here's the thing, why it's also so important, ladies and gentlemen. And that is because having that ideal client persona will not only help you with your social media, will not only help you with your marketing strategy, with your content strategy, but it is also the mark and Schwab benchmarking July 2020 study prove this beyond a reasonable about a doubt. Doubt 74% of top firms. Are utilizing an ideal client persona for their marketing OK? And they're also using it for sales. Again, if I'm the recipient of your social media, I need to be able to find myself in your posts. I need you to make it feel that you're speaking to me and people like me. OK? So that's really super important for clients listening right now, people listening that are using the Orion platform, OK. We and yes, I I acknowledge some bias here. Before I started the agency 5 1/2 years ago, we were power users of Orion and so in marketing when I created my personas, I went directly back to the CRM right at the agency level. Right now it's funny, we do use Redtail and your CRM data has such a wealth of information for you. I really need marketing and sales and operations to come together. For this conversation to build the buyer persona, do not do it in a vacuum, do not do it in a silo and look at all of your technology as ways to inform and improve that. So what can you get through? When I speak about the the buyer persona, what information am I talking about? So you're seeing it right here. Demographics, you're all familiar with that. What is the age? What is the location? What is the ZIP code? Psychographics lend a little bit more into the how I feel about certain things. What are my core values? Is ESG important? Is values based important to me? And is there a particular nonprofit? Is there something that I align my values to? That's where we look at more of the the. Thicker graphics behaviors. I think that for advisors, if you have a focus group behaviors for example could be that you have certain a certain core group of clients that are maybe get a little bit antsy. And every time that there's volatility in the market, maybe they also follow a certain thought leader. Maybe they're in a certain book club, maybe they're watching a certain thing on, on Netflix. So these are the types of things that also lends itself to, to the interest that that you see right over here. Please make sure that you have your website analytics turned on and that you're utilizing Google Analytics because Google Analytics will also provide what's called. Interest targeting. If you turn on the affinity group, actually you will be able to start to see that certain people that visit your website are in certain affinity groups. For a lot of our clients, it's people who value news. It's people who value travel. And so I want you to have this data so that as you're creating content for social media, you are thinking of the exact person that you want to, you know, imagine that they walk through your door. Imagine that. You send your your e-mail. Imagine who is that person that has a high probability that they're going to convert, go from a cold lead to a warm lead. They might stay in your funnel for years. Advisors, we've seen that clients do that right. They might want to watch you for for a certain time. But please make sure that you're creating your content around a buyer around these personas. Now you may have multiple, you may have multiple. This goes back to the the type of information what you're. What you're providing at the firm level. OK, so #1 the the the first rule of of thumb here. As we, as we talked about is to make sure that number one, you're using social to sell #2 is that you're creating that ideal client profile. Again, you'll get lots of information from your CRM, from your website, from your e-mail marketing campaign and then also too, if you're on Twitter, please make sure you have analytics turned on. You'll start to see what is resonating and what's not. OK, our next this is probably one of my favorites. I want to put on a. A little video. Wanna kind of keep this? Keep this going. Produce amazing, great content that people will love. Produce amazing content that people will love. Look, this part is hard. This part is hard. What we see right now are trends in social media happening is that creative has never been more important and never been more challenging. Right? The bar is up here. Creative can be used to either. Educate, inform. Or entertain right. So depending on what your platform is and depending on the time of year, holidays we see things more can be entertainment oriented right now might be more information. Again as sued as certain tax laws changed that might be more like educating. OK, so you're you're content. Think of the content that you yourself would love to receive. OK, so content is based in two schools of thought. You've got original user generated content and then you've got things that are canned content. Canned content might be that, hey, you have a white paper, something that feels a little bit more institutional. It's that original user generated content. I'm going to show you an example of it in a second. That's the type of content that we see sticky, that's the type of content that we see engagement around. Again, our agency is managed over 30 channels at one time and original user generated content is the stuff that people love and it's the stuff that people will engagement. Example, advisors in either, you know uniform shirts or fun shirts. Orion is a master at this right doing. Acts of good and acts of charity. Right now is the perfect time, ladies and gentlemen for all of you to you know, do that kind, do that kind of post. I'm going to show you a couple of other examples of original user generated content. Again, #3 tip, you have to make sure that you're producing content that people are going to love. Love affair, marketing. Maybe you've heard that term. So let's go there and let's kind of let's find a a couple of examples. So along the lines, what does content look like that people can absolutely fall in love with? Well, first I'm going to take you outside the vertical, I'm gonna take you into into healthcare and then we're going to go back into financial services. But the reason that I do this is to draw a parallel between healthcare and financial services, right? It's hard to kind of get people excited sometimes about those things. This is a great example I this doctor. Doctor Mike Barshop Bosky, and he is on social everywhere. Yes, he's paid attention to his branding. But as I look at this example, I think so many advisers could back into this model. OK, so take a look at what love affair marketing and content looks like. OK, we're going to look at it for just a second. Doctor Michael Warshowsky is a family medicine physician. Do you have this massive following on YouTube? You're trying to do something different to what ordinary doctors are trying to do. Please come out of that. He's saved a man's life on a flight to Israel. Doctor Mike is coming. Yeah, Doctor Mike is coming. So he's compassionate. He's knowledgeable. We wanna get your take on this. Doctor Mike is here to show us how it's done. Alright, knowledge is seeping into her mind. Why do I sweat so much more than normal people? It's right here. What? Collagen. What about collagen? Can I overdose on Claritin? Should I be concerned that I pee all the time? What are your thoughts in general about the the vaping situation? I hope she's not gonna shock the patient. Oh my God, please tell me she's not gonna lie. No, they're right. Lung, let's get it out of here. This is not the way you perform surgery right in early day time to. Be a doctor. Jungle juice. Feed this to babies. Definitely not the way it is. So the reason that I share that example with all of you is because if you notice throughout the video the first thing that you see is that that branding element, right of that of that doctor of that doctor Mike let me get there. Sorry for the, for the for the switching screens so much but let's let's get there right there a lot of firms advisors you could do this type of thing as. Matter of fact, I'm waiting for the right advisor to kind of, you know, cue, cue, cue it up and. Produce something something similar. Now I know what you're all thinking like. Well, I'm not a celebrity like a doctor Mike. But again, what did we see him doing throughout the video? Well, we saw him answering questions. We saw him showing unique aspects of his personality. Which brings me to this example. OK, Larry sprung Larry sprung, if you're not all following Larry sprung on e-mail. Larry Sprung does a magnificent job of sharing who he is on social media. And I want you to get a sense for his feed again. I'm going to go to show to activity and I'm going to go to post and I'm going to just right now, I'm going to just scroll. And I think again, a big take away here. Here we see Larry Larry's big thing is hockey. And he puts himself, he's he's at hockey rinks. He's got, that's one aspect. He's a father, he's a husband, he eats well, he travels and he's a financial advisor. I think that Larry is the poster child. For original user generated content that I find really interesting, I would love to see somebody like Larry sprung do the example of the Doctor Mike and I think that he's the perfect, you know, perfect poster child to do all of that. OK. The second example that I want to show you again and and I love these advisors. They are on the Investopedia. They're on the Investopedia, top financial advisors. They also happen to be friends, right. They're non clients. They're just friends. And I put put this out because there are two individuals that are doing a great job of managing that content on social media. And I show you so that you can get some examples. One of the other big things that I want this to, that that I want to hit home, ladies and gentlemen, is this is this idea that content does not have to be perfect. OK, so stop trying to back into an aesthetic and think that everything has to be so manufactured. There's a time and place if you're speaking here. Lizetta was speaking at advice Tech Live, and we see that she has some branding from the event that they gave her. But we'll also to see that there's a regular picture just with lazetta. So that's the type of content. It's not a high bar. The most important thing is to just make sure that it's something that you feel good. About you you should post something that you know really gives you energy and expresses who you are. So that is tip #3. Produce content that you fall in love with and that your audience will fall in love with you. OK. And again this is just a cross section. I I also think it's relevant that your content is going to have to live on different channels. You're going to want to make sure to adopt your contact content and adapt your content for the channel that you're on. That's a very, very big thing too. OK, another important tip around this and I apologize that this slide is a little bit buried blurry, but the decision around your. Content is not only producing something that you strongly believe in, that you feel in love with, that you're emotional about, but your content also has to map to the to the stage that your buyer or your perspective buyer is in. So I put this here to make sure that you understand that certain content lends itself more towards the decision stage. Again, every buyer journey, whether or not I'm buying. The car or whether or not I'm buying a new iPhone or whether or not I'm even buying a microphone lends itself to where I am in that journey. Awareness, consideration, decision. And the last part that I don't have on this slide is evaluation. So if you're just trying to get people's attention and ebook about your practice, maybe an ebook about the importance of setting up retirement account, an ebook around great tax management, just to get your name out there. Consideration is where people are like, yes, I I know about you as an advisor, and they're pretty much like watching you. They're aware of who you are, but your content, because it's something that they engaged with before, shows up in the feed. So there you might get a little bit deeper in your content. Maybe it's a podcast. And if you guys don't know how I feel about podcasting, I'm totally, totally, totally bullish on podcasting. I feel that podcasting is the new blog. If you were, and I know a lot of you are thinking that podcasts are saturated, that's absolutely false. If you were all starting your Business Today, there are over. There are billions of websites and there are millions of podcasts. So if you were starting your business. Yeah, you wouldn't say, well, Tina, you know, I'm, I don't think that we're gonna do that website thing because there are over a billion of those things. So podcast is this is is an unbelievable underutilized strategy right now to communicate who you are in as as an advisor, what you value, where your core beliefs are, your core competencies and to give people a sense of who you are before they even walk through the door or even send you an e-mail. So that's consideration stage. Decision stage is where again I'm in between a a decision case studies also to lends itself very well how you maybe did a state planning for a multi generational client that would be example of that. So again content is really really important. My #4 tip, and this is stealth. Everybody. I should have like have like a drum roll here. OK. So what I want to also to make sure that you know, is that as agency creators, we utilize a lot of different tools. Those tools are accessible to you too. You don't need to own an agency. You don't even have to work with an agency to utilize these tools. These tools are going to help in your strategy. They're going to help in your content creation, and they're definitely going to help in your social media. So these are tools that I use. I have no commercial relationship with any of these tools. So I'm not getting paid total transparent things that I love in and that I believe in and I think that could benefit you. So let's go back and let's take a look at it, OK. And all-in-one marketing and sales platform, HubSpot is by far the the best. We see multibillion dollar registered investment advisory firms on HubSpot. It's a great way that you could integrate. Of lots of branches of your business and and put it all in one. The first one is AI plus social media. There is a a tool called lately L AI and what lately AI is it reverse engineers back from like A blog post or or page on your website. And what they'll do is that they'll create social media posts based on the information that's already on the page. OK, so that's an AI tool all in one. We talked about HubSpot. Marketing analytics, that's another thing that has gone into a totally different dimension if you're really concerned about the minutiae of your marketing analytics for social media, we love, love sprout social. It is a paid platform. It's a little expensive there, but it's worth it. If you're again need to really utilize a a deep analytics and this is 1 tool, there are many. These are my favorites for archiving. We love smarsh and we love. Global relay again, that is something that you need to talk about with your compliance. Please do not let compliance be a barrier to entry for social media. Please don't let it also be a barrier to to podcasting. Podcasting could be recorded. Web webinars can be recorded. Work with your compliance teams. Make them a real partner in your social media and your marketing strategy. Audiograms, what are audiograms and motion graphics? Those are those things that if you've. Ben, on LinkedIn, if you've been on Twitter, if you've seen like a little snippet where there's like a wave and you hear somebody's voice and there's a graphic, we love motion graphics and audio, graphics, audiograms. We are totally, totally bullish on the podcast that we produce here at the agency. And Adobe Creative Suite, which is a massive program. Hint, hint everybody by your. Black Friday's coming up. I've gotten deals on a lot of these platforms because I've waited until Black Friday to to purchase them. Adobe Creative Suite is worth its weight in gold. OK graphics, Canva, and Photoshop. Love those two. You're probably already all familiar with Canva for messaging. Social media messaging. Is is, is pretty, pretty tough. You have to, you know, match your messaging around the tone of voice. The point of view messaging is now harder than ever, but if you find yourself that you're getting stuck and you need a good place to start, copy AI is a fantastic platform. You can plug in different types of messaging from your website and it will help you to create messaging for landing pages, social media posts, Instagram product descriptions, all kinds of things. The Sky's the limit over there. It's a fantastic program for mind mapping. Mind mapping is a lot of times that. We're looking at the overall strategy of the social media. We might go into a fintech firm or a firm and need to kind of sketch out a lay of the land. Mind mapping is a fantastic visual tool for project management as well as social media. For scheduling, we love Hootsuite and so for video we love Canva and Adobe premiere pro. So again, that provides a lot of the tools. That's something that I find. In 2000, in the last couple years, that has really made an an entree into social media is that it's no longer just human. It's it's the same way has how an advisor runs his practice or her practice today is that you have all of these wonderful tools, Orion being one of them, to assist you in your in your day-to-day so that you can spend more FaceTime working with clients. You know, social media is no different than and marketing is no different. And portfolio management, we're making decisions, we're hand holding our clients. We're talking about different things. We're sketching different possibilities and different models out in the in the same way. OK, we've got. A few more to go. I'm gonna kind of move a little bit quicker here with respect to time. So #5 is to be human and be you. We just saw an example of Larry sprung. This is what we're talking about. You hear the word authenticity mentioned a lot. I wanna take that word authenticity cause it's got such a negative connotation. Just be human. Just be yourself. Just be imperfect. That's what people want to see. They want to know who you are, especially this next generation. If any of your clients are G2G3, if those are the assets, if that's really important and you have a firm that skews to or tilts to a younger demographic, this is the type of content that they like to see. OK. These are some advisors. I wanna point out this individual right over here, Chris Cook, who you should also to be following. He is at a sanctuary and at Cook Financial Group and that's his company and you can see that there's a purple, it's a like a multi colored ring around him. I wanted to bring Chris up and these advisors and just celebrate that humanness the thing that they're doing if you click on Chris's. Profile the reason why it's highlighted. And again, compare that to Robert over here and worry over here. And that's because he's recorded a short video. Anybody can take their mobile phone right now. I don't have my turned on because of this webinar. Open up your LinkedIn app and when you go to LinkedIn you'll see a plus sign on your profile. Do me a favor and make a short video imperfect. Again, going back to that idea of being human, you'll see mine is example. Mine isn't perfect to you in the first like second. I think like I bite my lip and I'm like I I pause for just a second. You know what, I left it there. So make sure you do that. This is the idea of being human. I love Robert has his style. It's fantastic. This is aligns the content more towards informing. And what Robert does is that he does this webinar repeatedly. So he's a great example. And look at Rory over here from sharing a wonderful post of just people being themselves. Been able to make silly faces at work. What a great thing. OK, be consistent and show up regular. Wow, I would say that this is also probably I should put this in #2 if we were waiting. If we were waiting the tips here, the idea to be consistent, I cannot say enough of that. It's more important for you to show up consistently than it is what you have to say, so people are more likely also to see your content. Because everything on social media is still there is an algorithmic kind of machine like layer that you don't see. The more content that you create, the more you show up, the more you engage with other people's content. Yes, I said other people's content, the more likely your own content. So this is not just you putting things out on social media. You need to be consistent, you need to show up regularly, you need to be active on the channel, you need to be posting, you need to be having reactions to other people's. Content that will help to. Tilt the algorithm in such a way so that you're going to show more regularly to the people who matter. OK, this goes to #7, double down, triple down, quadruple down on engagement. It's what I just talked about. Please don't go to social media and just be a megaphone. If you look at my own activity that you can see that I'm going to like a post. I'm going to share a post. It's not all about you. Do not make your. Content all about you and your firm, especially if you're just starting out on social media, right? Let me stop my screen for just a second to just show you. Ohh OK, I want this this this point to hit home for a lot of you right now whose social media might be a new behavior. The best way for you to start on social media and the thing that will help your social media strategy is by you reacting. Commenting and liking other people's posts. OK, this engagement stuff is very big deal. It factors into the total equation of how your stuff is going to show up. Not only that, it shows that you're an awesome human being, right? Who wants to go into a room? Right now I feel like I'm talking a lot. But you know, normally communication, which is social media, is communicating. It's between many people. You want to make sure that you have that you're having conversations with people and you're just not broadcasting like a megaphone. OK. So that's #7 here. Let's get to #8. These are examples too. On this slide where we're here, you'll find it on 16. What does that engagement look like? Like a post, reshare, react and comment really super easy things. And the last thing I want to say is this. Make every touch point matter. Make every touch point matter, everything that you do. On social media needs to have some sort of a litmus test. Don't just put something out on social for social sake, OK? Do it because you want to be a value. Do it because you want to create a relationship. Do it because you are absolutely in love with being an advisor. Show off your show, off your staff. Show off your culture. Show off your team. Express your wins and and use like every day, every day. Things that happen at your firm. To really tell a story about who you are and why people might want to do business with you. OK. If you need other information, there will be a book that's coming out in 2023, and I'm happy to give you a free digital copy. And you can just get your name on the list. Book at C-Suite social media. Just let me know who you are, make sure that I have your e-mail address, and again, you could follow me on Twitter, LinkedIn, Facebook, Instagram, and all of those. I hope that you just hope that you do one thing different. I hope that you do one thing different with your social media and and you start to look at it not as an anchor, not as a weight, but as something that you're excited to do. OK. So thanks so much for taking part today. And again, if you have any questions or any follow up, I'm here. Thanks so much for your time and attention. I want everybody to have a fantastic rest of your year. Thank you again, Orion. And good luck to all of you. _1732264117502