SharpSpring users now have access to a new social media and calendar features.

  • Content Calendar: A bird’s-eye view of your social posts, email sends, and blog articles.
  • Social Posting: Post directly to Facebook, Twitter, and LinkedIn without leaving SharpSpring.
  • Social Listening: Monitor social media activity with customized listening feeds.
  • New Trigger/Filter: Create automations based on when leads interact with your social media accounts.

SharpSpring has updated Lead Scoring and the Life of the Lead to now include social interactions. SharpSpring will be releasing to all clients in a few days.

Ready to learn more? Contact us for a guided walkthrough of these new features.

Financial Advisor Marketing

Financial Advisors are an amazingly difficult prospect to engage. They are incredibly busy and already have a wealth of resources already available to them – do they even need to engage with wholesalers? The best way to convert financial advisors to customers is to build your marketing automation program around them.

Lead generation starts with effective segmentation

Before focusing on key strategies, Sales and Marketing must have defined a set of engagement personas and customer segments. Marketing has had personas for a decade but only since the advent of marketing automation software have engagement personas become empowered and brought to life.

Defining financial advisor segments for lead generation

Creating clarity with Sales is a two step process:

  1. Lead scoring – a measure of how active a financial advisor on your digital properties
  2. Lead grading – a measure of how profitable the financial advisor is likely to be

 

Advisor Marketing Focus

 

It may take several iterations to get lead scoring and grading optimized, however, the process should be fruitful for Sales and Marketing. The process crystallizes Marketing and Sales perspectives around which advisors are most profitable and which digital behaviors are believed to be most relevant to a sale. Some marketing automation vendors have one score that represents profitability and interest. However, being able to separate advisor behaviors from profitability factors simplifies discussions by clarifying customer segments by profitability as seen in the above graphic. As an example, Pardot applies a numerical value for an advisor’s lead score and a letter grade (A-F) for an advisor’s expected profitability.

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Creating Logical Pathways™: How to build a clear engagement path via content – to advance buyers and increase conversion through the buy cycle by 300% or more!

It’s crucial to buyer advancement and conversion to seed content in logical, sequential parts of your buyers’ UX (user/visitor experience) by using your various digital assets/properties. It allows you to use “guided selling” techniques to capture additional depth of understanding via progressive profiling. One good content asset deserves an even better one, and then an even better one after that.

Or…to put it another way: By providing increasingly attractive incentives on each successive page of your digital properties (website, registration, thank you or landing pages, etc.), you’ll be able to focus prospect behavior and streamline data capture. It works very simply: upon their registration for an initial asset for which you ask for only minimal information, pull prospective buyers further into your pipeline with an even stronger content offer of higher perceived value — provided, of course, that they take the “next step” you’ve guided them towards.

See for yourself how this is a powerful tool for engaging prospects and collecting essential information about their companies, current situation, challenges, pain points, needs and stage in the buying process. The value in monitoring and analyzing their “digital body language” will be priceless.

It’s all about leaving bread crumbs along the conversion path you want your prospective buyers to follow. And ALWAYS, define calls-to-action everywhere (social media, blog posts, landing pages, on your website, in automated lead nurturing e-mails, via links within all types of content assets such as eBooks, guides, etc.). What do you want the buyer who consumes content to do next? (Below is just one simple example of the practical application of this principle.)

What questions are buyers trying to answer at the early and middle stages of their buying process? Your content should help specific audiences (i.e., Engagement Personas™) answer questions like, “do I have a problem?” or “do I have THIS problem?” and “how should I solve it?” You’re attempting to surface latent pain and demand long before the conversation shifts to what solution is best. Your solution is obviously the best, but TRUST is what makes it obvious to a discerning buyer.

To that end, one of the most valuable aspects of Engagement Personas™ when they’re constructed effectively is to anticipate and answer the questions a buyer would ask at each step of the process. If you have content that answers them in a way that’s relevant to the specific prospective buyer, fantastic. If you don’t, then that’s where you start. The other suggestion for enabling Engagement Personas™ to drive strategy is to develop engagement scenarios.

Next Up: Rethinking the metrics you can use to measure advisor engagement.

Note: the author of this post is indebted to the work of Keith Sullivan in his comprehensive guidebook, “Exposed: The False Promises of Revenue Marketing and the deep insights he provides into the 9 principles of buyer engagement.