How Advisors Strategically Acquire Clients

Each month I’m sent questions by subscribers to my newsletter. Thinking that you might find the answers helpful, I’m answering this question on my blog.

Question
I know I need a niche. I also need more best clients. Where do I start?

Answer
As I learned myself, the hard and very expensive way, if I do what I’m doing, and it’s not working, doing it more and working harder, will get me the same results and has an affect on my health and well being.

Over time, I’ve seen personal and business reasons why a client isn’t where they want to be – client acquisition wise. Some things you read in this post you may already know about and other concepts maybe new. But know that all of it is affecting the growth of your firm!

growthEYBYour business model affects your client’s more than you think. So does your confidence, energy level, mindset, and so much more. If you’re needy about needing clients, burnout, not sleeping well, not playing or resting enough, that will affect everything about your business. You might not see it but, rest assured, other people — including prospects do.

Make more time for yourself and for the new business you want. (If you need help with the “live better” part of your life, I’m a trained Life Coach and can help there, too.)

On the business side of life, here’s my 5 Steps to Strategically Acquiring Clients process — simplified.

• Take 2 steps back first. Assess what you have.

• Determine what it is you really want from your firm and clients. Create a strong vision. (If you don’t have a clear and concise vision, go here: http://actnowseminars.com/new/index.php/businessvisionstatement/

• See what’s missing. Most often it’s learning new skills, concepts, and systems – including niching, creating an ideal client profile, segmenting your client base, determining customer service levels for each niche, and looking at the services you offer now and want to offer. It also could include updating your client onboarding process, taking a look at technology, hiring an onboarding assistant (virtual or in your office), revamping how you’re networking, and determining and simplifying your marketing strategies — all in an effort to attract more ideal clients, and over time, work less to bring in new clients. YOU want to attract clients and run your business by design, not default.

• Strategize and create a new strategic game plan to gain a higher level and better based. (My clients use a single page system for planning and a single page for a 90-day sales plan).

• Execute your plan. Tweak where necessary.

A big mistake, in my experience, is to ask all your clients for referrals. Even with the best of referral systems, if you aren’t clear about who you want to work with, or you ask everyone for referrals, you’ll just get more of what you’ve been getting.

Remember the adage that goes something like “you hang out with people like you.” Only use a referral process with clients who are your “ideals” or when you are clear about the clients you want to attract.

Bottom line, you can continue to do what you’re doing to get clients or start the process of changing the way you run your business.

Here’s a few resources to get you started:
1) Introduction videos http://www.ElevatingYourBusiness.com/b/facebook.html
2) Niching Article http://www.marketingwithintegrity.com/67-financial-advisor-niches/
3) Strategically Acquiring Clients http://actnowseminars.com/new/index.php/niching-for-financial-advisors/

My specialty is helping my clients to advise more and live better. Request a complimentary Get More Business session with me at: http://www.elevatingyourbusiness.com/financial-advisor-practice-management/session.html

Would you hire this financial advisor?

“I need new ways to attract or find more clients”.

In one form or another, that’s the number one answer, and has been for 7 years, advisors give when they signs up for my Advisor Toolkit. They’re answering the question “What is your biggest business challenge?”

Often when I visit their websites, the first things I see are:

“Create a XYZ* site! 100s of templates. No coding needed for the site”. (XYZ is not the real name of the free website service. This is the message on the top right part of the website — the most viewed space on every website!)

At the bottom of the pages, it proclaims “This site was created using XYZ.com. Create your own for FREE.”

This was far from the first time I visited a financial firm’s website and saw such cheapness. Unfortunately, it’s actually a pattern I’ve seen over and over and over again. (Big difference between cheap and affordable. With some exceptions, cheap or free are usually not professional looking.)

stopWhat a stranger visiting your website needs, before contacting you, is to know that THEY ARE your ideal clients in both what they see in 7 seconds of viewing your website. They need to know how having you in their life will add value to them. If they don’t see that, in the first 7 seconds, they’ll move onto a competitor.

Come on advisors… get with the program!

In this day and age, there are no excuses why an advisor has a crappy free website — unless they don’t want to be paid!

As an advisor, you have so many choices of how to market professionally at affordable prices. Believe me, your first website does not (and should not) cost you 5K. And you do have a choice NOT to have a website right now!

But please don’t demean all the hard and important work you do for your clients by creating a website that hurts — no destroys — your brand. Please stop using the free hosting websites whose goal is to market themselves!

If you are ready to be on the Internet but you don’t have a budget over 1K, are my recommendations:

1) Check around for web design companies whose niche is specifically advisors. Ask your custodian for their recommendations. Today’s “template” websites are so much better than they were years ago. Make sure that whatever is set up is niched to your ideal audience and is more about them, than you. Make sure that anything you purchase is responsive — meaning that people with smartphones and notebooks can easily view the site. To keep costs to a minimum, for your first website, keep to 5 pages — Home page, Who we Are, Who We Work With, About, and Contact Us

The recommendations below may also help you, depending on your budget.

2) Buy a domain name and have it forwarded to your LinkedIn profile. You’ll have a website name to place on your business cards, and when people visit your site, they’ll see something professional. Not perfect, just more professional than using a FREE website service.

If you also purchase a hosting package (this is how your website will get on the internet), you’ll also have email addresses that end in your domain name to use, too. When your first website IS up, you just unhook the domain from LinkedIn and hook the site to your hosting package (the codes to do this were in the first email you received from the hosting company). You’ll be all set.

3) Do everything in #2 and after that’s done, follow the video instructions below to upload WordPress to your website.

When on a shoestring budget, choose a professional and free theme (theme = the basic look of a site) by going into your WordPress the dashboard and look for the PLUGIN section. Look for themes that are “responsive” and close to the colors your website will be. If you don’t have a WordPress website yet, I’m giving you a link to the themes below, too.

The world will not end if you have a professional website that is a placeholder for your contact information. Hey it’s a great start (and so much better than a freebie site). Include your logo, your name and photo, firm contact information, and office hours. This is a much better option than using your LinkedIn profile since it will bring people directly to your website.

4) Buy a domain name, get hosting, and for purchase access to a marketing driven theme. I’ve tried more than 25 themed site but have one favorite that I recommend to my clients, mainly for some of it’s built in marketing features. Thrive theme is the easiest (for you assistant) to learn and to use, and it offers many proven and tested marketing tools, too. (see resources below)

5) Need professional photos for your website? See my resources below.

6) Ask. The chances are high that you have a team member, or a friend of one, who can do some of what I’ve written above at an affordable fee. If not, you can contact me. I’ve managed many website upgrades and start-ups since 1998.


Here are the resources I use and have thoroughly tested at some of the links are to an affiliate program:

1) Domain Names: buy at Dynadot http://elevatingyourbusiness.com/b/dynadot.html (Cost: $11 per year)

NOTE: I do not recommend using the same service to buy a domain name and as you do to host your website. I also recommend that you purchase a domain name directly from a company who sells them where you are the administrator and owner.

2) Hosting: Bluehost and HostGator are owned by the same company. (Cost: $11 or $12 a month / $8 or $9 per month when you purchase 12 months).
http://www.ElevatingYourBusiness.com/b/hosting.html

3) How to Setup WordPress in under 15 minutes https://www.youtube.com/user/mariamarsala

4) Photos: Read licensing rights carefully.
Free: http://www.freedigitalphotos.net/
Paid: http://www.ElevatingYourBusiness.com/b/123photo.html

5) Free basic themes: https://wordpress.org/themes/ or locate them through your WordPress Dashboard. Dashboard> then appearances > then themes.

6) Theme includes some marketing tools: (Cost $25 a month when paid quarterly, $19 a month when paid annually. They also have a basic theme program for purchase a for $67) http://www.ElevatingYourBusiness.com/b/themethrive.html

7) Logo: Most things on Fiveer cost more than $5 so write to who you hire first. So a search for logo designers and do some homework. Here’s who I’ve had create a few logos for me. https://www.fiverr.com/le1z1122

8) Ebook covers (for your free report) . Here’s who does mine https://www.fiverr.com/conversations/rdezines

NOTE: When using Fiverr, https://www.fiverr.com/ even though the prices are very inexpensive, ok, they’re cheap, remember that you are working with a person who doesn’t know you, and you are choosing a vendor. Look for top providers or first levels and have a 4.8-5 ranking. Read what they offer, how many revisions they offer, and what the time frame is carefully. Create a word document to send them the outlining of everything you’re looking for, colors of your branding, what type of tracking you prefer and how you want them to be used. If you have samples of what you like or don’t like, send them along to whom you hire, too.

Have a question about anything you’ve read in this post?
I so much want to eliminate crappy advisor websites that I’m hosting a free Q and A session regarding any part of I’ve written in this post or anything about websites on Friday, April 7, 2016, at 3 pm EST/noon PST.

ONLY 50 People Can Attend
If you know you won’t be able to attend, ask for the replay you’ll get next week. Sorry, but I won’t be able to answer your questions unless you show up. If you will be one of the 50 people attending, please complete the 2nd form! And start putting your questions to paper.

To sign up to receive the replay go here:









To sign up to attend and ask me your questions go here:









If you’d like a copy of my Advisor Toolkit click hereand answer the challenge question, too!

WordPress Explored — Breadcrumb NavXT Plugin

The concept of a breadcrumb is not new and derives its name as you would think. Rather than it being crumbs from bread, it’s a small fragment of a sites navigation.

Breadcrumb plugins pick up on the hierarchy of pages you place within your navigation-menu. To learn more about hierarchies please visit https://blog.kissmetrics.com/site-structure-enhance-seo/ .

When a breadcrumb is used on your site, a visitor will see a second navigation area on a page. OR if you don’t use a WordPress program to create your website or blog, you can create a breadcrumb and choose which pages will be part of it. Breadcrumb plug ins allow the reader to easily go to the beginning of a section. I find that websites that contain this feature more useful when I came into a site not really knowing where within an area of a site I was landing.
Breadcrumb NavXT

Many sites are leaving the home page link off of their navigation because you can get to the home page by simply clicking on their logo. A breadcrumb’s first link is most often the home page.
To see this plugin in action, you can look at my speaker website “Act Now Seminars”. Once you are on my home page, and you won’t see the breadcrumb because that page does not have any additional pages attached to it in the menu.

But click on the Event Mgrs. http://actnowseminars.com/new/index.php/customization/ and notice the breadcrumb located on the page. The breadcrumb plugin is especially useful to your site’s viewers when a section of your sites hierarchy is 3 or more deep.

There are quite a few free breadcrumb plugins available through WordPress. The one I am choosing to use, Breadcrumb NavXT Plugin is free and can be easily added to your blog from within WordPress. Or you can download it to your computer and then upload it to your WordPress blog here: https://wordpress.org/plugins/breadcrumb-navxt/

Are You Ready To Create Your Blog?

Are you planning to buy a hosting service for your WordPress blog or a website? Maybe when you started your blog or website, affordable hosting options weren’t as available as they are now?

Below is a discount coupon to save extra money on your hosting bill.

Hostgator as has been around for a long time and offers affordable shared hosting, and the unlimited resources help every entry level & mid-level blogger to get perfect hosting for their WordPress blog.

They also offer free migration. Meaning that if you own website now, either free or fee, they will help you move it over to their hosting service.

Click the picture below to learn more about Hostgator

Or go to Hostgatoruse my special code elevatingeyb

Here are just some of what you get with their basic “Baby Plan”

Unlimited hosting*
Unlimited email addresses (great for you and your team)
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If you have more than one website, add them to the baby plan at no additional cost. If you only have 1 website with a blog, then the hatchling plan is best for you.

Packages are the most affordable when you pay for them for 3 years. However, even their monthly fees are less than most hosting packages. When I started using HostGator, in 2007, I moved just 1 of my websites to their service and paid by the month. I wanted to check out their service. Months later, after I saw that what they said they offered was what they offered, I moved all my sites over and paid for 3 years.

Service: I find that calling them is so better than chatting, emailing or using Twitter.

11 Low Cost Ways to Market a Seminar

Market A Seminar Off and Online

You’re hosting or participating in an event, virtually or in person. If it’s your event, for sure, you’ll market it. If it’s an event you’re participating in, that’s another opportunity to get your name out there.

In addition to the ways listed in this article, there are plenty of ways to pay for marketing. Things like: targeted paid advertisement on social networking sites, ads or events notices in trade papers, newspapers, and magazines as well as using USPS’s local bulk mail for businesses system often brings new eyes to your work, too.

Often library systems offer free access to databases of individuals or businesses you can target, too.

MARKETING FOR FREE

Below are 11 ways to market that for free (although it will take your marketing person to do the marketing).

1) Submit a press release online to your local newspapers, including business journals.  They will tell you if your event is an ad or real news.   (Here’s a sample of a press release online http://www.marketingwithintegrity.com/8533-2/)

2) Visit the online magazines of the industry you’re in or that your ideal clients read for an opportunity to submit a press release.

3) The associations of your ideal clients often have newsletters and if you catch them at the right time, you can get your event in their newspapers.  Remember to contact all the local chapters of groups you’re a member of, too.

4) When you attend meetings, bring copies of the Press Release with you to share.

5) Your Website
• Put an affiliate link with a banner on the site (you can see mine, on the right side of www.ElevatingYourBusiness.com
• Promote the event according to the research I’ve read.  Tell and then remind your newsletter subscribers 3 times.  (a day before the event, a week before and two-three weeks before)

6) Your Blog
• Add a graphic and your affiliate or tracking link with banner to your site.  You’ll see an example on the right side of  www.MarketingwithIntegrity.com
• Create a blog post from a Press Release, share it with your social networking sites
• Add the event to your event calendar
• Send a copy to your Blog subscribers

7) LinkedIn
• Send an update out on your profile.
• Share the event with the LinkedIn Groups that you’re a member of and who have a majority of members who would be interested in knowing about the event.
• Add as an update to your Company page.
• Send an email to our LI connections and, if appropriate, ask them to forward the message to their friends or colleagues.

8) Facebook
• As an update
• Place it on your company page
• Send the link to any groups that you’re a member of who have members that would be interested
• Add it to your event calendar  https://www.facebook.com/events/upcoming
• Send an email directly to your FB connections via your yahoo.com account

9) Twitter
• As an update

10) Google Plus
• Post it as an update
• Share it with your communities
• Send it to your business connections

11) Other
• Hiring a service that lists events online for you.
• Create your own list of sites who accept events notices.  (I have my own).
• Ask colleagues to list the event on their websites.

Did I miss a way?  Add your way to our comments, and don’t forget to list your title, website and Twitter handle!

© Elevating Your Business 2016