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Faley Eckerman Wealth Management Group

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Tech executives with complex financial structures and significant equity wealth, aiming to simplify their finances and align it with their personal goals and legacy.

Audience Type

  • B2C
  • Senior executives, startup founders, and leaders in engineering, product, or operations in tech companies.

Needs – Primary Buying Considerations

  • Efficient management of concentrated stock and equity.
  • Reduction of tax across income, investments, and liquidity events.
  • Integration of investment, estate, and legacy planning.
  • Delegation of day-to-day decisions to trusted experts.
  • Alignment of financial strategy with family goals and lifestyle.

Demographics

  • Age Range: 40-60
  • Gender: Both
  • Geography: United States – Concentrated in areas with substantial tech activity
  • Income Level: $500K to $3M+ annually
  • Profession: Senior executives, Founders, or early employees of successful startups; Tech industry professionals.

Psychographics

  • Lifestyle: Achieved financial success, but seeking simplicity and control in their finance.
  • What they value: Clarity, efficiency, expertise, discretion, sophistication, and personalized experience.
  • Pain Points: Managing complex finances, specifically concentrated stock and equity compensation.
  • Buying Behavior: Prefers long-term relationships over temporary solutions. Values highly personal, relationship-first services.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Faley Eckerman Wealth Management Group offers tech execs a simplified path to wealth management, focusing on equity, taxes, and investments, freeing them to prioritize family, freedom, and legacy.

Understanding Their Pain Points

  • Suffering from financial complexity tied to equity and taxes
  • Burdened with managing accumulated wealth while juggling high-profile tech roles
  • Struggling to align financial strategies with family goals and lifestyle

Transformation

  • Achieve financial clarity, confidence, and control
  • Reduced stress and regained time to focus on family, freedom, and legacy
  • Efficiently managed wealth and aligned financial strategies

Unique Selling Proposition (USP)

  • Profound understanding of tech leaders' unique financial needs
  • Merges sophistication of a big firm with a personalized boutique experience
  • Expertise in stock compensation, concentration, and tax strategies

Brand Values & One-Liners

  • "We simplify complexity, building legacy"
  • "Clarity, control, and confidence in your wealth journey"
  • "Navigating tech wealth with efficiency, expertise, and personal care"

Tone

  • Faley Eckerman communicates with sophistication, trustworthiness, and professionalism. We resonate with the analytical minds of our tech executive clientele, providing thoughtful, educated advice to inspire confidence.

Hero Text Idea

  • Flag Text: "Wealth Management for Tech Executives"
  • Main Headline: "Navigate Wealth Complexity with Clarity and Confidence"
  • Sub Headline: "We simplify your financial world, carving out time for the things that truly matter — family, freedom, and legacy."
  • CTA: "Start Your Wealth Clarity Journey Today"

3. The Media I Will Use to Reach my Target Market

Website

  • Maintain a professional and updated look to match sophisticated clients
  • Optimize for mobile viewing, as busy executives likely access on the go
  • Track conversions on contact form submissions

Social Media

  • LinkedIn for posts on industry insights and advocacy
  • Frequency: minimum of 2 posts per week

Paid Advertising

  • Google Ads targeting keywords related to wealth management for tech executives
  • LinkedIn Ads targeting senior tech executives

Content Recommendations

  • Blog posts on tax strategies for tech executives
  • Guides for managing stock options and equity

Podcasts

  • Appear on podcasts like 'The Information's 411'

and 'Masters of Scale' targeting tech leaders

Directories

  • Get listed on finance-specific directories like AdvisorWorld
  • Explore local business directories in tech-heavy cities

Publications

  • Contribute articles to magazines like 'Financial Advisor Magazine'

Partnerships & Outreach

  • Partner with Tech Firms' HR departments for financial seminars
  • Local networking in cities with high concentration of tech firms

SEO and Content

  • Focus on long-tail keywords around wealth management for tech leaders
  • Publish regular blog posts on the website

Offline and Local Media

  • Sponsor tech events, seminars in cities with high tech presence
  • Organize annual client appreciation events

Online Events

  • Host webinars on financial planning for tech executives

Online Networking

  • Engage in discussions on finance-specific forums like Bogleheads
  • Participate in relevant LinkedIn groups

Cold Outreach

  • LinkedIn messages targeting senior tech executives
  • Email campaigns with topics of interest to tech leaders
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Smart Tax Strategies for Tech Execs': Free guide for tech leaders to make tax-efficient decisions
  • 'Equity Compensation Impact Calculator': An interactive tool to gauge the financial impacts of equity compensation
  • 'Simplifying Wealth': A webinar series on managing the financial complexity specific to tech leaders.

Tripwire Offer

  • 'Financial Health Check': A low-cost, standalone service that reviews the client's financial situation and potential areas for improvement
  • '1-Hour Strategy Call': A charged call discussing the client's financial complexity and potential approaches to manage it

Welcome Sequence

  • 'Welcome Email': An initial thank you message and brief intro of Faley Eckerman's services
  • 'Lead Magnet Follow-up': Diving deeper into the topics covered in the chosen lead magnet
  • 'Service Introduction': A detailed overview of wealth management services, with a call-to-action to the 'Financial Health Check' or '1-hour Strategy Call' if not already availed.

Segmentation

  • Store info like job title, firm, and equity wealth status in Salesforce to segment the tech leads into: 'C-Suite Execs', 'Startup Founders', 'Early Employees with Equity', 'High Equity Tech Professionals'. Tailor marketing messages and service offerings accordingly

Chatbot and Automation

  • Implement a chatbot on the website to answer common questions, capture lead info, and direct them towards the lead magnets
  • Use Salesforce automation to send personalized emails based on segmentation

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Salesforce
  • Automation capabilities: Welcome sequence, follow-ups, segmentation
  • Recommended improvements: Implement a chatbot for initial client warm-up and lead capturing

Sales CRM

  • Current platform: Salesforce
  • Pipeline tracking or handoff process: Consultation -> Planning -> Asset Transfer
  • Recommended upgrades: Integrate with a tool like Calendly to automate scheduling of initial consultations and planning meetings

Automated Follow-Ups

  • Types of automations: Post opt-in welcome sequence, reminder for planning meeting, thank you after asset transfer
  • Frequency or triggers: Immediate follow-up post opt-in, 1 week preplanning meeting reminder, post asset transfer thank you

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Tax strategies for tech executives, efficient management of concentrated stock and equity, integration of investment, estate, and legacy planning
  • Segmentation: C-Suite Execs, Startup Founders, Early Employees with Equity, High Equity Tech Professionals

Retargeting & Ads

  • Platforms and goals: LinkedIn Ads for senior tech executives, Google Ads for wealth management keywords

Social Media and Content

  • Posting frequency: Minimum 2 LinkedIn posts per week
  • Content type or campaign focus: Industry insights, financial advice specific to tech leaders

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars specialized for each segment

Other Nurture Channels

  • Use chatbot to capture lead info and direct them towards lead magnets
  • SMS reminders for consultation and planning meetings

3. Sales Conversion Strategy

Sales Process

  • Initial complimentary consultation step to understand prospect needs and explain services.
  • Planning meeting to discuss and agree upon investment strategies.
  • Smooth transfer of assets and would implement the investments.
  • Use CRM (Salesforce) for efficient tracking and managing of client relationships.

Sales Assets

  • Develop clear SOPs for each sales process step.
  • Investment strategy pitch deck to better express planning concepts during meetings.
  • Prepare scripts for consultation calls.

Testimonials and Case Studies

  • Collect testimonials after key milestones.
  • Showcase testimonials on website, presentations, and proposals.

Conversion Rate Insights

  • Implement tracking for consultation meeting conversions.
  • Assess conversion rates regularly to indicate areas of improvement.

Urgency and Offers

  • Design limited time offers to incentivize prompt action from prospects.
  • Showcase benefits of immediate action during consultation cycle.

Guarantees and Risk Reversal

  • Introduce satisfaction guarantees that offer reassurance to prospects.
  • Ensure clarity of guarantee terms both verbally and in proposal documents.

Shock and Awe

  • Send personalized thank-you notes or small gifts after initial consultation.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining the process and introducing the team
  • Comprehensive introductory call to understand client's financial landscape
  • Delivery of tailored 'Wealth Clarity Roadmap'

Communication Cadence

  • Monthly informational emails regarding market trends
  • Quarterly personal check-in calls
  • Yearly comprehensive review and planning meeting

Client Education

  • Regular blog posts explaining complex financial topics
  • Webinars covering equity management, tax optimization, and legacy planning
  • Private client portal providing personalized insights and resources

Personalized Touches

  • Celebratory notes or gifts for significant financial milestones
  • Birthday and anniversary recognition with personal notes
  • Personalized annual financial progress reports

Visuals and Documentation

  • Regular investment reports with easy-to-understand visuals
  • Yearly 'Wealth Health' infographic summarizing progress against goals

Feedback and Proactive Support

  • Surveys following major interactions or milestones
  • An 'open door' policy for feedback and questions
  • Proactive resolution systems in place to address concerns early

Guarantee or Promise

  • Commitment to clarity, confidentiality, and excellence
  • A 'Relationship-First' promise to prioritize personal connection

Operational Excellence

  • Adherence to rigid scheduling and timeliness
  • Regular team training to maintain industry-leading expertise
  • High standards for communication and client interaction

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer multi-year contracts with discounts for upfront payment
  • Implement an auto-renewal feature on Salesforce CRM

Upsells & Cross-Sells

  • Develop personalized investment plans as an upsell
  • Offer exclusive sessions on tax reduction strategies as a cross-sell

Bundling & Packaging

  • Package investment planning, estate & legacy planning into premium plans
  • Promote annual wealth management package as an all-in-one solution

Loyalty & Retention Programs

  • Establish a referral program with incentives for referrers
  • Implement a loyalty program rewarding long-term contracts

Custom Services and Personalization

  • Create a high-touch 'White Glove' service tier offering customized wealth strategy
  • Provide personalized monthly insights report as part of the premium offering

Pricing Strategy

  • Implement a value-based pricing for premium packages
  • Offer strategic discounts for long-term commitment

Customer Data and Insights

  • Utilize Salesforce CRM for tracking customer interactions and identifying churn risks
  • Analyze customer behavior to identify upselling and cross-selling opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a portfolio review or tax strategy session as a reward for successful referrals.

Shareable Assets

  • Digital referral cards that clients can easily share via email or social media.
  • Pre-made social posts showcasing the benefits of simplifying wealth management.

Timing and Triggers

  • Ask for referrals at the conclusion of successful planning or advisory meetings.
  • Automate referral requests in post-meeting follow-up emails.

Client Success Stories

  • Proactively collect and promote testimonials showcasing tax savings, stress reduction, and time regained.

Referral Contests

  • Run a semi-annual referral contest with a grand prize of a premium lifestyle or leisure experience.

Partner or Affiliate Programs

  • Collaborate with tech firms and industry organizations for mutual referrals.
  • Implement a tracking system in Salesforce CRM to log and reward partner referrals.

Thank-You Experience

  • Express gratitude with personalized thank-you gifts based on client interests.
  • Highlight top referrers in a client newsletter (with permission) for public recognition.

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