To bring this series to a conclusion, today we'll be talking about the fifth main component of tracking and analyzing engagement: Identifying the where, why, and how of conversion.
Understanding this is critical as it helps you know what areas to put extra focus on when connecting with prospects.
If you're looking for more TCJ episodes, head over to our YouTube channel to watch Mike and Greg's library of episodes! https://www.youtube.com/channel/UCoTeQCq0zmS0Jm7OMBxOVNg
We're back with another TCJ highlight! Today we'll be talking about the fourth main component of tracking and analyzing engagement, which is setting up an attribution system.
At Lone Beacon, we have our own attribution system (after many years of trial and error), and it has been a game-changer in helping us learn the what and how of our marketing, as well as really diving into the intent of prospects.
The third main component of analyzing and tracking customer journeys is: Measuring the Interaction. The engagements you receive on every platform and channel are all different and should be measured as such. Having a measuring system in place helps you better gage where in the customer journey people are.
In today's TCJ highlight, Mike and Greg will be talking about the 2nd main component of tracking and analyzing engagement which is defining interactions.
This is an important step in analyzing your customer journey because it helps you see things more clearly across all your platforms and mediums.
In last week's episode of The Customer Journey, Mike and Greg talked about how to track and analyze client and prospect engagement. Over the next couple of weeks, we'll be highlighting the 5 main components of tracking engagement.
#1 is Identifying Your Touch Points. Learn more now👇
We’re all in the business of consistency. The firms and people who get good at this will be rewarded.
We have a lot of clients and different teams servicing them. To replicate a high standard of service throughout, we manage to and measure five particular metrics.
#1: 𝗧𝗵𝗲 𝗡𝘂𝗺𝗯𝗲𝗿
#2: 𝗧𝗵𝗲 𝗟𝘂𝘅𝘂𝗿𝘆 𝗼𝗳 𝗢𝘂𝗿 𝗦𝗲𝗿𝘃𝗶𝗰𝗲
#3: 𝗖𝗼𝗺𝗽𝗿𝗲𝗵𝗲𝗻𝘀𝗶𝘃𝗲 𝗨𝘀𝗲 𝗼𝗳 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀
#4: 𝗗𝗲𝗽𝘁𝗵 𝗼𝗳 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽
#5: 𝗧𝗵𝗲 𝗟𝗶𝗸𝗲𝗹𝗶𝗵𝗼𝗼𝗱 𝗼𝗳 𝗥𝗲𝗳𝗲𝗿𝗿𝗮𝗹
If you have a growing business and want to sustain consistent growth...our advice is to be 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 with managing a set of metrics you can measure. It takes discipline but will make your life easier, with fewer surprises.
No matter what business or industry you're in, making things repeatable and scalable is crucial to running a successful business.
So then, who better than Elon Musk to learn from when it comes to creation, design, and manufacturing in our businesses? Before you create your next initiative, take the time to think about Elon Musk’s manufacturing principles.
Step 1: 𝗗𝗲𝘀𝗶𝗴𝗻 𝗳𝗼𝗿 𝗺𝗮𝗻𝘂𝗳𝗮𝗰𝘁𝘂𝗿𝗮𝗯𝗶𝗹𝗶𝘁𝘆.
Step 2: 𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝘀𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝗶𝘇𝗮𝘁𝗶𝗼𝗻.
Step 3: 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗼𝗻.
Step 4: 𝗔𝗻𝗮𝗹𝘆𝘇𝗲 𝗮𝗻𝗱 𝗶𝗺𝗽𝗿𝗼𝘃𝗲.
Step 5: 𝗠𝗼𝗻𝗶𝘁𝗼𝗿 𝗮𝗻𝗱 𝗺𝗮𝗶𝗻𝘁𝗮𝗶𝗻.
Here’s a dose of cuteness for your timeline! Becca and Kirby Mack’s cat, Poe, brought them a baby flying squirrel the other day. After finding the nest and trying to reunite the baby with its mother, they realized the mama squirrel was not coming back, and the baby needed their help.
Becca is now playing the role of mama squirrel by giving the baby all the love and nutrients it needs. Good luck, and enjoy your new family, baby squirrel!
If you’re in the digital business, you’re in the first-party data business. First-party data is the data that you "own,” and it’s THE most valuable data you could have.
This year we’ll deliver over 10 million emails to first-party recipients, and we’ll learn a lot about their online habits, how they react to different types of messages, and when they are most likely to do business with our clients. We’ve learned a lot along the way, including “what good is supposed to look like.”
Check out one of John’s recent videos to learn more!
https://www.lonebeacon.com/first-party-data-a-resource-worth-mining/
#LoneBeacon #FirstPartyData #Data
The Path to Your Corporate Brand Runs Through Your Personal Brand
If you spend all your time focusing on your 𝗰𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗯𝗿𝗮𝗻𝗱 and very little time building your 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗯𝗿𝗮𝗻𝗱, it’s time to shift your focus…
For a potential client to want to take that next step with you, you HAVE to get to know them personally. So why wouldn’t you want to spend time building your personal brand? We've identified three things to consider regarding your personal brand.
1️⃣ Catalog your body of work and your experience
2️⃣ Identifying why YOU are unique
3️⃣ Combining #1 and #2 and why that will lead to the BEST outcomes for those who work with you
At the end of the day, 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗼𝗿𝗸 𝘄𝗶𝘁𝗵 𝗽𝗲𝗼𝗽𝗹𝗲. And your personal brand might just be the tiebreaker in someone working with you over someone else. Some might call it a popularity contest, but we consider it a trust contest. You’ll always have an edge if you’re trusted and can authentically communicate your personal brand. And THAT is the key to getting someone to work with your corporate brand!
Do you know what the biggest roadblock to #growth is for financial advisors? We'll tell you...
It's having the discipline 𝘁𝗼 𝗺𝗮𝗸𝗲 𝗵𝗮𝗿𝗱 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀, 𝗽𝘂𝘁𝘁𝗶𝗻𝗴 𝗶𝗻 𝗲𝘅𝘁𝗿𝗮 𝘁𝗶𝗺𝗲 to make growth happen, and having the discipline to 𝘀𝘁𝗶𝗰𝗸 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗴𝗼𝗮𝗹𝘀 even when it gets tough. And trust us, it will get tough.
When John and Greg started Lone Beacon, they had to take 2 steps back in order to take 5 steps forward. But that thought them that 𝘁𝗼𝘂𝗴𝗵𝗲𝗿 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗶𝗻 and to be a better company you need to be tough to commit to your goals.
So don't give up on your goals when it feels too hard because that only helps your competitors get ahead.
Make sure you #hustle when it comes to your own time, money, and conviction... or your company will never grow where you want it to.
The Sales and Marketing Playbook for the Modern Financial Advisor
Evaluating your customer journey can be complex. Our Sales & Marketing Playbook for the Modern Financial Advisor will discuss the three main things you should analyze to help improve your customer journey. Simplifying your customer journey has never been easier! Click the link to get your copy today: https://www.lonebeacon.com/sales-and-marketing-playbook-for-the-modern-advisor/
Marcus Roth: Sales & Marketing Playbook
Email marketing is probably at the top of your list if you're just getting started with digital marketing. In our new Sales & Marketing Playbook for the Modern Financial Advisor, we give you an inside look at our strategies for building an email marketing plan that are proven to get you results. Click the link to download your copy today!
https://www.lonebeacon.com/sales-and-marketing-playbook-for-the-modern-advisor/
The Definitive Sales And Marketing Playbook For The Modern Advisor
There are over 4.9 billion active internet users, and if your website is lacking, you're losing out on countless business opportunities. In our brand-new playbook, 𝗧𝗵𝗲 𝗗𝗲𝗳𝗶𝗻𝗶𝘁𝗶𝘃𝗲 𝗦𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗠𝗼𝗱𝗲𝗿𝗻 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗔𝗱𝘃𝗶𝘀𝗼𝗿, we discuss the 𝘁𝗼𝗽 𝟱 𝗺𝘂𝘀𝘁-𝗵𝗮𝘃𝗲 𝗲𝗹𝗲𝗺𝗲𝗻𝘁𝘀 that make for a successful website that you can implement today to help you close business tomorrow. Get your copy now and say goodbye to outdated websites!
https://www.lonebeacon.com/sales-and-marketing-playbook-for-the-modern-advisor/
John Capuano: Marketing Playbook
Are you a financial advisor struggling to make your firm stand out from all the other options available? Look no further!
For the last 10 years, our team has worked to crack the code behind marketing for financial advisors, and we can help you too. Download 𝗧𝗵𝗲 𝗗𝗲𝗳𝗶𝗻𝗶𝘁𝗶𝘃𝗲 𝗦𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗠𝗼𝗱𝗲𝗿𝗻 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗔𝗱𝘃𝗶𝘀𝗼𝗿 today to access a collection of our latest vlogs, blogs and published articles and discover our secrets to lead generation, website management and so much more.
Click the link to get your copy now: https://www.lonebeacon.com/sales-and-marketing-playbook-for-the-modern-advisor/
Greg Dinetz: Marketing Playbook
A sound strategic plan is the key to growing your business and achieving your biggest goals. But how do you know where to start? The answer is simple: Download your copy of 𝗧𝗵𝗲 𝗗𝗲𝗳𝗶𝗻𝗶𝘁𝗶𝘃𝗲 𝗦𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗠𝗼𝗱𝗲𝗿𝗻 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗔𝗱𝘃𝗶𝘀𝗼𝗿 today!
In our playbook, you'll find dozens of published articles, blogs and vlogs designed to show you how we've helped our clients become some of the country's most successful financial advisory firms. Download your copy today and learn how we can help you too: https://www.lonebeacon.com/sales-and-marketing-playbook-for-the-modern-advisor/
Sales & Marketing Playbook
When we started Lone Beacon 10 years ago, we knew a ton about sales and marketing and enough about the financial industry to help our clients in simple ways. Our understanding of key demographics, consumer behavior, and media consumption helped to separate us from a thin field pretty quickly.
We didn’t realize how much our experience in working within large corporate organizations would help to define our brand and activate our growth and the growth of hundreds of financial advisories all around the US.
That’s why we’re introducing the Definitive Sales and Marketing Playbook for the Modern Financial Advisor, containing everything you need to know to take your advisory business to the next level. Learn more by watching or clicking below.
Cheers,
John Capuano and Greg Dinetz
Co-Founders, Lone Beacon
https://www.lonebeacon.com/sales-and-marketing-playbook-for-the-modern-advisor/
We’re so proud to be entering YEAR-10 in business! We’ve gone from interlopers in the #financial space to true game changers and #thoughtleaders. Today, we work with the biggest advisories and institutions in America, generate BILLIONS of dollars worth of leads, and help guide our clients in running more efficient and scalable organizations.
Here are some things that helped our business and maybe they can help yours:
Your staff is more important than your clients and everyone is a CEO of their own work.
Communicate consistently and transparently. We live in a world where information is accessible and that’s what people expect.
Be curious: Seek out new things and always ask why and why not.
Be urgent and patient at the same time. Plans take time to unfold but we can always create a sense of urgency for the things that we’re doing today that will affect tomorrow.
Put yourself in business situations where you’re the smartest in the room… But prove it. It’s called Blue Ocean strategy.
Every other time, seek out situations to find smarter people than you and learn from them.
Speed Wins… our world is fast and faster beats slower every time since the beginning of time.
I hope you can grab some takeaways, and cheers to a magnificent 2023 ahead!
TCJ Episode 3: The Live Event Marketing Ecosystem
The new era of event lead aggregation is here. Despite unprecedented technological advancements, many advisories use the exact same process from decades ago when marketing their live events with a heavy reliance on direct mail. Watch the latest TCJ episode to see Greg and Mike’s take on applying digital to an event campaign and how it can lead to far more effective results.
There’s an opportunity for the financial space to create their own first party database so they don’t have to rely on data used by multiple competitors in-market. At the same time, they have the ability to grow their brand and gain immediate insight regarding who is engaging (and how).
Financial professionals will question the “leftover” leads in the pool because they failed to attend or book an initial appointment. That’s why it’s crucial to understand exactly how people’s journeys through the buying process differ, because there are more choices than ever and you need to market on their terms, today.
TCJ, Episode 2: Database Gold Mining
As part of the interconnected marketing ecosystem, Lone Beacon leverages database email marketing to nurture prospects and help convert them into clients. It’s all about evaluating, while enhancing, the customer journey. Tracking every behavior along the way with a customized scoring system allows us to identify the best prospects (and clients) to focus on. We know who they are, why they’re engaging, and it’s available to advisors in real-time via an integrated email alert system.
In Episode 2 of TCJ, Greg and Mike discuss the difference between just doing database marketing and being successful at it. Checking off the box and saying you sent a weekly email to your database is nice, but with that mindset, you probably shouldn’t expect much engagement and overall results.
Many financial professionals have already done the hard work in growing their list. And the fruits of that labor can only be found after executing automated email programs and weekly nurturing campaigns that drive engagement and unearth leads that are low in the sales pipeline.
