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Resources:

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Lauren Hong

Out & About Communications

Out & About Comm. (@outaboutcomm) on X

Instagram (@outaboutcomm)

Out & About Communications | San Diego CA

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Tiffany Silverberg

www.linkedin.com

www.linkedin.com

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Show Notes

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Summary:

I. Digital Marketing Strategies in Financial Services

• Seth David led a discussion on digital marketing strategies for their financial services marketing agency.
• Examined the challenges of organic marketing vs. paid advertising in a competitive post-pandemic landscape.
• Platforms discussed: Google, Facebook, and LinkedIn.
• Tiffany and Lauren explored:
  • Importance of showcasing a brand's human side.
  • Building relationships with clients through content.
  • Challenges of adding warmth and creativity in traditional industries.
  • Significance of authenticity in brand messaging.

II. Content Creation and Client Engagement

• Seth and Tiffany discussed methods to encourage clients to generate content:
  • Use of audio recording apps for content creation.
  • Guidelines for using AI in content creation while maintaining authenticity.
• Joshua highlighted:
  • Complexities of simplifying accounting technology for clients.
• Group discussion on compliance in wealth management:
  • Balancing risk aversion and technological adoption.
  • Importance of disclaimers in content creation, especially for tax-related content, to avoid legal issues.

III. Rebranding and Aligning Marketing Strategies

• Discussion about rebranding efforts, specifically Joshua’s transition from DKK Accounting to Keep the Books.
  • Importance of aligning marketing strategies with target market values.
  • Addressing client needs beyond tax returns.
• Covered seasonal messaging and its impact on sales cycles:
  • Practical insights on leveraging marketing tools.
  • Understanding and speaking in client language.

IV. Identifying Niches and Leadership Challenges

• Discussion on the significance of identifying niches for small businesses.
• Addressed the challenges of leadership during a rebranding process.
• Emphasized gratitude and a commitment to effective communication in marketing efforts. </aside>

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Chapters & Topics:

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Casual Conversation and Introductions

• Joshua and Seth chat about work and the upcoming guests, while Tiffany joins the call and shares some light-hearted banter about their locations and the weather. </aside>

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Nostalgic Technology Chat

• Joshua and Seth compare their scanners, with Joshua favoring the older model and Seth agreeing based on feedback from others. The discussion evolves into a nostalgic conversation about old technology, including BlackBerrys and physical keyboards, with Tiffany joining in to share her experiences and observations about the resurgence of older phones among younger generations. </aside>

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Introduction and Discussion on Digital Marketing Strategies

• Seth David engages in a conversation with Lauren Hong and Tiffany about their digital marketing agency's focus on organic marketing for financial services. They discuss the challenges of paid advertising, particularly in the post-pandemic digital landscape, and share their experiences with different advertising platforms. </aside>

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Content Strategy and Brand Personality

Tiffany, a content director, and Lauren Hong delve into the significance of infusing warmth and humanity into brand content. They highlight the need to build relationships with clients and adapt the content strategy to reflect each client's unique brand personality. The conversation also touches on the challenges of breaking the mold in more buttoned-up industries and the importance of authenticity in creating engaging content.

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Marketing Strategy and Business Development

• Seth David inquires about Lauren Hong's process for working with new investment firms, and she elaborates on their approach, which involves conducting research, developing a strategy, and providing tight recommendations. She also explains how they found success in the financial service market and why they decided to focus on that niche, highlighting their team's attraction to creative challenges and opportunities. </aside>

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Content Creation Strategies and AI Usage

• Seth David and Tiffany delve into the difficulties of motivating clients to produce content and propose solutions such as using audio recording apps like Loom and setting guidelines for AI usage. They emphasize the importance of maintaining the authenticity of the clients' voice and expertise while leveraging technology for content creation.
  • Use of AI in Marketing and Content Creation </aside>

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Compliance and Marketing in Wealth Management Firms

• Joshua Standley emphasizes the need to simplify complex accounting tech for clients. Seth David and Lauren Hong discuss the compliance factors in wealth management firms, including the necessity for reviews and adherence to SEC rules. Tiffany highlights the importance of understanding individual client comfort levels with compliance and the need to outline the selection process when blogging about awards. </aside>

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Discussion on Blog Posts and Tax Advice

• Lauren Hong, Seth David, and Joshua Standley discussed the complexities of writing blog posts about taxes without providing specific advice. They emphasized the need for disclaimers and consulting with legal or tax professionals, as general advice may not be sufficient for individual situations. Seth David also shared a disclaimer from Intuit's videos as an example of comprehensive coverage. </aside>

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Compliance and Credentials in Accounting and Financial Advisory

• Lauren Hong advises not to be overly concerned with compliance, emphasizing the value of sharing knowledge. Joshua Standley discusses the lack of regulation in the accounting field and the importance of credentials. Tiffany highlights the issue of anyone claiming to be a financial advisor and the significance of certifications, particularly the CFP (Certified Financial Planner) designation. </aside>

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Rebranding and Target Market Focus

• Joshua explains the rebranding from DKK Accounting to Keep the Books, emphasizing the importance of good books. Lauren commends Joshua's clarity on the target market and suggests aligning marketing efforts with the values and messaging. Seth and Tiffany contribute by emphasizing the significance of messaging and addressing clients' needs beyond tax returns, discussing the timing of clients' realization of missing accounting services and the importance of clear communication from accountants.
  • Seasonal Messaging and Target Audience </aside>

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Discussion on Seasonal Messaging and Marketing Challenges

• Joshua, Lauren, and Tiffany delve into the concept of seasonal messaging, relating it to sales cycles and the need to adjust messaging during busy seasons. They also highlight the significance of analyzing prospect language for effective communication and suggest outsourcing marketing expertise when necessary. </aside>

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Marketing Strategies and Tools

• Tiffany, Lauren, and Seth share insights on marketing strategies and tools, highlighting the significance of understanding target markets and client language. They discuss the use of AI assistants, client surveys, and SEO tools to create relevant content and attract the right audience. Additionally, they caution against getting caught up in vanity metrics and emphasize the importance of focusing on specific strategies for success.
• Language and content strategy </aside>