Ep 186: Digital Marketing Strategies for Financial Advisors with Samantha Bezar
Financial Advisor Success
Michael Kitces
4.8 • 696 Ratings
🗓️ 21 July 2020
⏱️ 104 minutes
🧾️ Download transcript
Summary
Samantha Bezar is the Director of Digital Marketing for Thrive Financial Services, a hybrid RIA and Insurance Agency based out of the Greater Philadelphia Area that serves nearly five hundred clients. Through a combination of digital marketing and in-person events, Samantha has built a scalable marketing solution for Thrive that has catapulted their revenue from a few hundred thousand dollars to more than $6 million in under three years.
Samantha joins us today to share her in-depth expertise on all things digital marketing, including marketing automation tools that have increased retention and response rates, how Thrive segments and targets their audience, and how compelling ad copy comes into play when converting prospects to clients. Listen in to learn what personal touches Thrive uses to incorporate a more human element to their process, as well as the “secret sauce” for getting people to actually show up to webinars.
For show notes and more visit: https://www.kitces.com/186
Transcript
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| 0:00.0 | Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with |
| 0:07.2 | financial planner, speaker, and consultant Michael Kitsis to hear stories of how leading financial |
| 0:13.1 | advisors navigated the inevitable challenges that arise on the path to success and get insight |
| 0:18.7 | from leading industry consultants about how to break through to the |
| 0:22.1 | next level in your advisory business. And now here's your host, Michael Kitsis. Welcome, everyone. |
| 0:28.7 | Welcome to the 186th episode of the Financial Advisor's Success podcast. My guest on today's |
| 0:34.2 | podcast is Samantha Bazaar. Samantha is the director of digital marketing for Thrive Financial Services, a hybrid RAA and |
| 0:40.9 | insurance agency near Philadelphia, generating more than $6 million of annual revenue while |
| 0:45.4 | serving nearly 500 clients. |
| 0:47.8 | What's unique about Samantha, though, is the way she's built a scalable marketing solution |
| 0:51.9 | for the firm, with a combination of digital marketing and in-person events that's lifted the revenue of the firm with a combination of digital marketing |
| 0:54.5 | and in-person events that's lifted the revenue of the firm from a few hundred thousand |
| 0:58.5 | dollars to more than six million of revenue in under three years. In this episode, we talk in-depth |
| 1:05.0 | about Thrive Seminar Marketing approach, why they've chosen to do education-only events and not |
| 1:10.3 | dinner seminars. |
| 1:11.5 | The way they initially drew participants by relying on buying third-party mailing lists, |
| 1:15.7 | but dropped their cost of client acquisition by more than half by doing their own Facebook |
| 1:20.1 | digital marketing to fill their in-person seminar events. |
| 1:23.6 | The exact process that Thrive goes through to target their ideal prospects on Facebook, engage them to register for the seminar, and confirms they actually attend, and the metrics of how a $3,000 marketing spend can turn into tens of thousands of dollars of new revenue, which just gives Thrive more money to reinvest into their marketing process to further accelerate their growth. |
| 1:42.9 | We also talk about how Thrive transitioned to |
| 1:45.2 | webinar events in the face of the coronavirus pandemic, why the company still chooses to do its |
| 1:50.0 | webinars as an in-person live stream and not just a recorded webinar or voiceover PowerPoint approach. |
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