I don’t always eat dessert, but when I do, I always pick Crème Brulee. I just can’t get enough of the stuff!
And before we get into what this has to do with Digital Marketing and Financial Professionals, here are the ingredients to one of my favorite Crème Brulee recipes.
- 6 egg yolks
- 6 tablespoons white sugar, divided
- ½ tablespoon vanilla extract
- 2 ½ cups heavy cream
- 2 tablespoons brown sugar
- 3 raspberries
- Hand Held Torch
The entire process takes 2 hours and 40 minutes, and missing just one small step (like not melting the white and brown sugar under a broiler) can literally ruin the entire dessert.
I say all of this to make the point about how important each individual piece of digital marketing is. Of course there are some powerful individual pieces, but none of it works without the full recipe.
To begin, the foundation of digital marketing is having a unique selling proposition. Something that makes you different and that makes you stand out. Something that specifically calls out to your ideal prospect and magnetically attracts them to you. By skipping this piece, the rest of the system doesn’t work (at least not long term). For instance, how can you target your ideal prospect via the web if you don’t know who your ideal prospect is? And why would they want to work with you or contact you over the Internet if you didn’t have something unique? Unfortunately, this is what 99% of financial advisors do incorrectly online. They shout out one broad message to the World Wide Web just hoping anyone will answer. It is like throwing Crème Brulee up against the wall and seeing if any of the raspberries will stick? Bush League my friend!
The next crucial piece of the digital marketing puzzle is the blog site. I have personally seen the power of a blog with the two sites that I created called Annuity Think Tank and Annuity123.com. Both of them started in my basement home office with a single blog. I did not buy an existing site and I did not buy traffic or content. It was simply staying consistent and putting at least 1 new blog out a week. Some weeks I spent 10 minutes and some weeks it was a 2 hours (for some research). But never more than a couple of hours. And last month, the Annuity Think Tank site alone created well over 150 unique prospect leads.
And these numbers aren’t just associated with our sites. The same kinds of figures are happening on my friend “Annuity Gator’s” site. He currently gets over 100 unique (and his are very qualified) leads per month at www.annuitygator.com. Think about how much this would cost you if you bought them from one of the leading Internet lead providers? (FYI, the top companies charge $200 per lead = $20,000 per month).
Once again, all of this was created by blogging once per week (not a typo). However, the secret to a powerful blog goes back to the foundation of having a unique selling proposition, aka a NICHE. You can just go out and do a blog called “The benefits of annuities” and list the 3 most common pros about annuities with no unique content. It will never get found. You MUST create a niche, become an expert, put some personality into your blog, and build a TRIBE.
The next really unique and critical piece of the recipe is doing email marketing. This not only results in powerful branding and mindshare for you, but it also generates prospects, inquiries, and helps build your Tribe of followers. The smartest thing to do is to direct all email call to actions back to your blog where they can read more about you, your services, and your unique selling proposition.
The final piece of the digital marketing recipe is social media. This is like the hard shell of the crème Brulee that keeps the entire dessert together. Building connections using social media while at the same time posting your best content to be shared (and making it incredibly easy to share) is a must with digital marketing. Some of our best traffic (and thus leads) came via a blog that was posted on LinkedIn and was shared in a couple of very large LinkedIn Groups. One blog in particular had over 12,000 views in just a couple days. That is some serious traffic all due to one piece of content. And who’s to say that it can’t happen to you. The choice is yours. In the meantime, I am getting hungry for some Crème Brulee…