Tag Archives: Digital Marketing

Referrals, Social, and Events: A Modern Playbook for Growth with Abby Salameh



Referrals have always been the fastest and most predominant way that advisors have grown their business. But… it’s not the only way.

Abby Salameh, Chief Growth Officer at RFG Advisory, dives deep into what’s working right now when it comes to client acquisition for top-performing financial advisors.

Abby shares insights into four primary strategies her firm is using to drive growth: referrals, paid social events, and digital marketing. 

You’ll hear how RFG equips advisors with toolkits and systematized processes to make asking for referrals less awkward and more effective. She also highlights the importance of nurturing new connections through drip campaigns and personalized follow-up.

Bill and Abby also explore how paid social and digital campaigns are creating fresh opportunities, and why events – especially educational ones – remain a tried-and-true method for attracting new clients.

But that’s not all! Abby highlights RFG’s StrongHer Money initiative, designed to empower women investors and help advisors better connect with this fast-growing segment. 

Finally, Abby shares her vision for the future of the industry, emphasizing the rising importance of behavioral coaching and building genuine, trust-based client relationships.

Bill and Abby discuss: 

  • (04:15) Proven strategies for generating more client referrals and introductions
  • (13:01) The importance of behavioral finance and its role in client relationship building
  • (16:29) Leveraging paid social media to amplify your brand and reach new prospects
  • (22:50) Hosting successful client events and how they integrate with digital marketing
  • (29:48) RFG Advisory’s initiative to empower and attract women investors
  • …And more!

Plus, Abby shares a free growth guide packed with proven strategies used by advisors who are achieving 20%+ organic growth.

Sponsors:

Connect With Abby Salameh:

Cates Resources: 

Connect With Bill Cates:

About Abby Salameh:

Abby Salameh currently serves as RFG Advisory’s Chief Growth Officer. Ms. Salameh served as CAIS’ Chief Marketing Officer, where she headed the firm’s corporate and field marketing teams. Ms. Salameh has worked in the advisory industry for over 20 years: Before joining CAIS, she served as Hightower’s Chief Marketing Officer for two years taking the firm brand through a strategic rebrand in order to transform itself from a recruiter of ex-wirehouse advisors into a serial acquirer of RIAs.

Prior to that, Ms. Salameh was CMO at Private Advisor Group, a $20 billion RIA, where she spent six years creating top-line solutions for independent advisors. She has also previously held leadership positions at Fusion Advisor Network, where she successfully led the company’s sale to NFP, and was Head of Marketing for Institutional Services at TD Ameritrade and TD Waterhouse, where she was responsible for managing all aspects of the company’s marketing, advertising, conference and practice management initiatives. Ms. Salameh began her career at Sanford C. Bernstein before moving on to become a founding member of the team that launched InvestmentNews.

Ms. Salameh is a leader for the FSI Growth & Marketing Council, a member of the Invest in Others Marketing Council, a vetted industry speaker, and a regular volunteer at her local animal shelter. She holds an MBA from the NYU Stern School of Business and a bachelor’s degree in finance from Hofstra University.


Feature

Episode #45 How to Revolutionize Digital Marketing for Financial Advisors with Stephen Beach



Digital marketing for financial advisors can be an overwhelming and/or confusing topic for many.

Financial advisors are often challenged by what marketing strategy is right for them, how to communicate their value, and what outside resources might be right for them.

Can you relate? 

While Bill Cates is the recognized expert and supreme advocate for growing through referrals and personal introductions, there are certain tactics and strategies in the world of digital marketing for financial advisors that shouldn’t be ignored.

This is a Case Study Episode of Top Advisor Podcast.

In this unique episode, Referral Coach Bill Cates interviews Stephen Beach, Co-Founder of Craft Impact, about their work with Burney Wealth Management. They discuss Burney Wealth’s marketing struggles prior to working with Stephen, and how he and his firm helped them develop effective messaging, a results-generating website, and greater overall clarity in their marketing. All of this work has served as a turbo charger to the referral culture Bill had already helped Burney Wealth develop and implement.

Bill and Stephen discuss: 

  • Why a website can be a financial firm’s most important digital asset along with some specific, implementable strategies.
  • Why Burney Wealth decided to offer a sample financial plan template to visitors of their website and how this strategy has exceeded their expectations.
  • Craft Impact’s approach to messaging, including internal workshops using the StoryBrand framework and external interviews with clients.
  • The importance of messaging on a website, specifically the banner, and how it should be emotionally appealing to potential clients.
  • The definition of cognitive fluency and Stephen’s method of helping advisors explain their process in a visual manner.
  • The importance of providing relevant information, checklists, or other tools valuable enough that potential clients are willing to submit their contact information on the website in order to receive them. (Often called, “Lead Magnets.”)
  • …And more!

 

Resources: 

Connect With Bill Cates:

Connect With Stephen Beach: 

About Stephen Beach:

Stephen Beach co-founded a growth and communications agency for a few reasons, among them: to create a successful company that offers employment opportunities, to be a role model to his son, to grow from the challenges of creating a sustainable business, and to help other small and medium size businesses grow their revenue and teams through inbound marketing. 

After graduating from the University of Notre Dame and working for a large pharmaceutical advertising agency, Stephen knew he wanted to create a new kind of marketing agency- one with fresh ideas, personalized support, and proven ROI without the big agency prices and overhead. 

Stephen continues to be a Notre Dame college football fan despite attending the university during the underwhelming Charlie Weis era and the more recent years of disappointment. He loves golf, craft beer (of course) and traveling with his wife, and being a father to his children Auggie, Lola, and Oakley.