Snappy Kraken with Robert Sofia | E236
End to end digital advisor marketing.
On today's Fintech Impact episode, Jason Pereira will talk to Robert Sofia, CEO of Snappy Kraken. The company is a well-known platform in the advisor community for helping advisors market their business through social media and other venues. Robert explains that they really try to get advisors out in front of the right audiences. They do that through advertising. They do that through SEO and any other channel that they have.
Episode Highlights
0.55: It's been roughly six years since we launched Snappy Kraken and we have grown to 6000 advisors, hundreds of financial enterprises, over 120 employees and we are having a blast, says Robert.
1.32: Robert's love was in marketing and in 2009 he launched his first marketing consulting firm for advisors. He scaled that up to serving about 800 advisors at its peak. It was a good business, but it was all services.
2.30: Financial advisors offer tremendous value. They can do so much for people, but most don't know about them, and most advisors aren't marketers.
3.18: Financial advisor industry had a really tough time in understanding or at least wrapping their head around organic marketing and bringing people into that, says Jason.
5.20: There are so many things that advisors just not thinking about, and what we do is we say this is a relationship business and how do we amplify the advisor because you can't be everywhere at once and you can't do everything all at once, says Robert.
5.46: Technology and content are two things to build relationships at scale to get entire 97% of the opportunity.
8.07: Your contact list is your most powerful asset. Your contact list is the thing that is going to become all your future business, says Robert.
9.03: We automate emails and text that feels like advisor just wrote it and they are designed to move people through the funnel, build trust and credibility. We have an eight-part nurturing sequence that every website will go through, says Robert.
12.00: Robert talks about the use of canvas the feature that they have added in the last 12 months.
13.44: Robert says that they wanted to create a way that advisor could send a broadcast message to all of their clients or all of their prospects individually.
15.23: We are trying to enable real time authentic communication in a way that scales for the advisor, says Robert.
17.41: We knew the only way to truly serve advisors was to also help them with their branding websites, because then not only they are going to have great marketing, but they are going to have a great web presence. and that extends to their social profiles and other things, says Robert.
18.44: Our plans are to create one seamless branding website and marketing experience that is of the very best quality available in the industry but still price accessible, says Robert.
21.36: Robert talks about the onboarding process for an advisor. What is the time commitment, how much effort they put into in on a weekly basis and how much of it is on them and how much of it is just provided?
22.03: Robert has asked advisors to commit 4 hours in the first month to get everything set up because he needed branding materials from them.
23.45: Robert has got two companies that he is integrating right now. He is actively engaged in the integration that will impact the industry.
26.06: When you are going down a path and everything changes, you got to immediately adjust with that is very challenging and it's something that challenges us every day, says Robert.
28.26: We are not just selling marketing to advisors, that is a very mundane way to think about it. We are helping advisors, better businesses, which better their lives and better their families and better their employees' lives, says Robert
3 Key Points
Robert shares how he is scaling marketing for advisors effectively and how are they solving marketing problem for many?
When you go out into Snappy Kraken to find campaigns you want to use, you can choose based on two things. It's who is the audience and what is the goal.
Recently Robert went through an acquisition, and he picked up a company called advisor websites. He talks about the logic and thinking about that acquisition and what he plans to do with it.
Tweetable Quotes
"If we can help advisors serve more people with financial planning, that means better outcomes for everyone people." - Robert
"Most advisors don't think about growth and scaling correctly. What they think is "I just need more leads and how can I get more leads." - Robert
"Often we are so caught up in the moment of either success or rejection and failing to realize the absolute truth." - Jason
"We don't just have one funnel we actually have over 100 different funnels. All different topics for all different audiences and they're all designed to move people through the sequence from cold to gold." – Robert
"Last year we did the survey and 94.8% of our members said we help them grow business. And when we asked them how much of your business do you attribute to the work you did with snappy, they said 30.9% of their revenue growth was tributes to us." – Robert
Resources Mentioned
Facebook – Jason Pereira's Facebook
LinkedIn – Jason Pereira's LinkedIn
Woodgate.com – Sponsor