Financial Planner Marketing Playbook

What makes video marketing such a powerful tool for Financial Planners?

My guest today on the Financial Planner Marketing Playbook is Robin Powell.

An experienced journalist, Robin worked for more than 20 years in broadcast television news and current affairs. He's no stranger in front of the camera.

His business, Regis Media, makes extensive use of video to help attract, retain and educate clients.

In this conversation, we talk about what makes video such a powerful marketing tool, how to find the confidence to appear on camera, the gear you need to produce quality video, and much more.

Here's my conversation with Robin Powell, founder of Regis Media, in series two, episode ten of the Financial Planner Marketing Playbook.

Something is happening in the world of business. Upstart brands are taking on the empires that have long-dominated trillion-dollar consumer sectors.

My guest on the podcast today is Lawrence Ingrassia, former business and economics editor and deputy managing editor at the New York Times.

In his new book, Billion Dollar Brand Club, Lawrence explores a growing number of digital entrepreneurs have found new and creative ways to crack the code on the bonanza of physical goods that move through our lives every day.

We're talking about billion-dollar disruptive brands like Dollar Shave Club, Casper with its mattresses, and Warby Parker which mails you five pairs of glasses to choose from.

Taken in isolation, each of these brands might appear as a rarely successful startup with the bravado to confront a Goliath. But when taken together, these businesses represent a seismic shift in a business model that has lasted more than a century.

From a young age, my guest today had a relationship with money fraught with difficulties.

Catherine Morgan felt her natural relationship with money was out of control, leading to overspending, undersaving and being driven by emotions.

A family medical emergency in later years brought these emotions to the surface again.

In 2016, Catherine decided to use her knowledge and expertise to help women to be better prepared to deal with situations in their life where they need to take back control and be financially resilient.

Catherine is on a mission to encourage women to address those taboo subjects around money and explore the emotional and practical sides of money, rather than just focusing on financial products.

As the founder of The Money Panel and host of the podcast series In Her Financial Shoes, Catherine has built a tribe of loyal followers.

In this conversation, Catherine explains why being your authentic self is one of the most powerful marketing tools Financial Planners have.

Here's my conversation with Catherine Morgan in series two, episode eight of the Financial Planner Marketing Playbook.

My guest on the podcast today brings more than twenty years of strategy consulting and marketing experience.

Robbie Kellman Baxter is founder of Peninsula Strategies, helping companies leverage subscription pricing, digital community and freemium to build deeper relationships with customers.

Some podcast conversations come along at exactly the right time.

When I originally reached out to my guest today, I had no idea we would be working from home, avoiding all social contact, and living through an unprecedented time of economic and market upheaval.

Carl Richards is well-known in the Financial Planning profession as someone who distils complex concepts into simple messages, through his behaviour gap artwork.

A Certified Financial Planner, Carl has a powerful message for the Financial Planner community, never more important than right now.

In this conversation, we talk about why this time is different, but also the same; how Financial Planners can best navigate their clients through the weeks and months ahead; and our shared passion for cold water, and what it means for our ability to deal with market-related traumas.

Here’s my conversation with Carl Richards in season two, episode six of the Financial Planner Marketing Playbook.

Pete Matthew is a legend.

There's a good chance that you've heard his story before.

After reading the book Crush It by Gary Vaynerchuk, Pete realised that he could use the internet and social networking to get a very important message across.

A Chartered Financial Planner and Managing Director of Jacksons Wealth Management in Penzance, Pete is the driving force behind the movement that is Meaningful Money.

What started as basic personal finance explainer videos, shot with a cheap video camera on the beaches of Cornwall, has grown into a massively popular audio podcast with more than 3.2 million downloads to date.

In this conversation, I wanted to take Pete a little off the well-worn path and ask him some slightly different questions about Financial Planner content marketing and how we can all get started, right now.

Here's my conversation with Pete Matthew in season two, episode five of the Financial Planner Marketing Playbook.

Great photography is a powerful marketing tool.

A picture is worth a thousand words and, when done well, professional photography has the ability to transform your website and digital marketing.

In this episode, I'm joined by our resident photographer Joe Denyer.

Joe is responsible for capturing incredible images and moments for our clients.

I sat down with Joe to ask him everything you wanted to know about professional photography, but were too scared to ask.

For example, with fantastic cameras at affordable prices, what's the difference between asking Joe to take your photos compared with your nephew and his Nikon?

If you're the sort of Financial Planner who is still rocking a headshot from a decade ago, then this episode is definitely for you.

Here’s Joe Denyer, in season two, episode four of the Financial Planner Marketing Playbook.

There's no escaping the fact that you're human. Humans make mistakes.

Within the Financial Planning profession, human errors can lead to costs and complaints.

But what happens when you screw up in the cockpit of a 747, or in an operating theatre, scalpel in hand?

My guest today is Trevor Dale, a specialist in Human Factors.

Trevor has experience of human factors training going back to 1990, when he was part of the team that introduced the subject to British Airways as a method of reducing pilot error. He retired as a Training Captain flying Boeing 747's in 2005.

Trevor began working in Human Factors in healthcare in 2002 with paediatric cardiac surgery and now continues to do so across the entire spectrum from surgery, ITU, anaesthesia to mental health.

This is a conversation with so many insights for Financial Planners. Listen on to gain a better understanding of what it means to be human, and how to identify and mitigate the human factors that can result in mistakes.

Here’s Trevor Dale, managing director of Atrainability, in season two, episode three of the Financial Planner Marketing Playbook.

When it comes to marketing, there's an awful lot of BS out there.

There's a huge gulf between 'practical marketing' and what's taught in business schools. Thinking about the Boston Matrix or Porter's Five Forces still leaves me with a glazed over expression.

My podcast guest today is at war with marketing complexity.

Roger Edwards has been helping people with their marketing for over 25 years.

He started out in Big Corporate and eventually worked his way up to Marketing Director, heading up some of the biggest brands in UK financial services.

In 2013, Roger decided to leave Big Corporate and set up his own business to help smaller companies to use digital marketing to grow their businesses.

Right now, Roger is putting the finishing touches to his first book, and in this conversation, we discover why he's so passionate about simplicity in marketing.

If you switch off the second you hear marketing buzzwords or ridiculously high-level strategy with no grounding in reality, then this episode is for you.

Here's Roger Edwards, in season two, episode two of the Financial Planner Marketing Playbook.

The only thing holding you back from innovation and happiness is you.

With barriers to entry falling across every profession, Financial Planners have no excuses when it comes to developing new propositions, crafting compelling client experiences, and communicating their messages across multiple platforms.

My guest today made the move from mortgage adviser, to fintech pioneer, to graphic designer.

Danny Matthews joins us for this episode of the Financial Planner Marketing Playbook to chat about:

-why Financial Planners need to learn from the customer experience engineered by leading global brands

-how he gave himself permission to learn the skills for a new career

-the most effective way to cut through the noise on social media, turning one piece of pillar content into many

Danny is founder of the Content Amplifier service, a way to turn a weekly 3-minute video into 40+ pieces of content.

This content repurposing model has massive application for Financial Planners who need to raise their profile online, make their voices heard, and amplify their message.

I got a huge amount of value out of this conversation with Danny, where we talked about the absence of innovation in financial services, how we are often our own worst enemies when it comes to making change, and the opportunities presented by modern brands who decide to pivot into new markets.

Here’s my conversation with Danny Matthews, founder of Content Amplifier, in season two, episode one of the Financial Planner Marketing Playbook.