Ep 349: Building The Marketing System Around Your Advisor Content To Get Real Marketing Results With Olivia Luper
Financial Advisor Success
Michael Kitces
4.8 • 696 Ratings
🗓️ 5 September 2023
⏱️ 105 minutes
🧾️ Download transcript
Summary
Olivia Luper is the Founder of Lexicon Advisor Marketing, a virtual outsourced digital marketing company that specializes in working with financial advisors to generate a steady flow of prospects. Olivia is unique in that she initially began as a ghostwriter for financial advisors before soon realizing that quality content needed a robust marketing system to truly attract prospects. Consequently, she expanded her firm to offer comprehensive outsourced marketing services, encompassing everything from lead magnets and mailing lists to social media ads and effective email campaigns.
Listen in as Olivia unveils her three-step marketing strategy, emphasizing the importance of clarifying an advisor's message, crafting a comprehensive marketing funnel, and offering hands-on implementation for those who prefer it. We also discuss the power of social media—particularly paid ads—to drive traffic to advisors' websites (and the subsequent nurturing of these leads through a meticulously crafted 7-email sequence), the early challenges that Olivia faced in content creation, and why she believes in the power of authentic storytelling to resonate with ideal clients.
For show notes and more visit: https://www.kitces.com/349
Transcript
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| 0:00.0 | Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with |
| 0:06.8 | financial planner, speaker, and consultant Michael Kitsis to hear stories of how leading |
| 0:12.1 | financial advisors navigated the inevitable challenges that arise on the path to success |
| 0:17.2 | and get insight from leading industry consultants about how to break through to the next |
| 0:21.9 | level in your advisory business. And now here's your host, Michael Kitsis. Welcome, everyone. |
| 0:28.5 | Welcome to the 349th episode of the Financial Advisor Success Podcast. My guest on today's podcast is |
| 0:34.6 | Olivia Looper. Olivia is the founder of Lexicon Advisory Marketing, a virtual outsourced digital marketing firm that specializes in working with financial advisors to generate a steady flow of prospects. |
| 0:45.5 | What's unique about Olivia, though, is how she started out as a ghost writer creating content for financial advisors in their blogs, but saw firsthand how great content alone |
| 0:55.5 | doesn't generate prospects if there isn't more of a marketing system around it. |
| 0:59.4 | So she spanned it her own firm to begin offering a full suite of outsource marketing services |
| 1:03.7 | to make the content actually generate results, from building lead magnets and mailing lists, |
| 1:08.5 | running social media ads to grow the list further, and then writing the emails that actually get readers to schedule a first meeting. |
| 1:16.5 | In this episode, we talk in depth about how Olivia has developed a three-step process to |
| 1:20.9 | building a marketing strategy for her advisor clients by focusing first and foremost and clarifying |
| 1:25.4 | the advisor's message and vision for the firm, |
| 1:28.0 | crafting an execution plan for a top-to-bottom marketing funnel, and then if advisors don't want |
| 1:32.7 | to do it themselves, providing ongoing implementation of the strategy. How Olivia has found success |
| 1:37.9 | for her advisor clients using social media and even paid social media ads, not by trying to get |
| 1:43.3 | clients to become clients through the social media alone, not by trying to get clients to become clients through the social |
| 1:46.8 | media alone, but getting them to the advisor's website to collect an email address that will be used |
| 1:51.5 | to turn them into a warmer lead over time. And how Olivia then warms up those new email contacts |
| 1:57.3 | with a welcome email sequence of seven emails over the span of their first month |
... |
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