Invest Well, Be Well

Emily Binder - Voice, Trust and Attention: The Future of Advisor Marketing

Episode Summary

A podcast for wiser investing and stronger living. Success in the markets and in life requires sound investments — in our portfolios and our personal wellness. A weekly show, Invest Well, Be Well explores the principles of long-term investing, behavioral finance and peak performance with top-performing investment professionals and cross-industry leaders. Hosted by investment executive Rusty Vanneman and seasoned journalist Robyn Murray, each episode offers practical strategies for building wealth and prioritizing well-being, so you can make better decisions, grow your resilience and elevate your life. In this episode, we spoke with Emily Binder. Emily Binder is an entrepreneur, speaker, and marketing leader. She’s the Founder of voice/AI marketing SaaS WealthVoice and boutique agency Beetle Moment Marketing specializing in financial services. Applying 15+ years of experience as quarterback for hundreds of successful marketing initiatives from startups to Fortune 500 brands, Emily helps clients stay relevant and grow their business. Her work focuses on marketing, brand strategy, voice / AI, podcasting and original content. As a speaker, she has presented at over 100 events as main stage or panelist. Emily hosts an award-winning mini-podcast, Voice Marketing with Emily Binder reaching over 7,000 subscribers per week. Emily is a media commentator in dozens of publications, including: Marketing Brew, AP News, Business Insider, InvestmentNews, WealthManagement.com and Morning Consult.

Episode Notes

Tune in to hear:

In this episode, we discuss what inspired Emily to focus on voice marketing and personal branding in particular, why Emily believes “attention is the new oil,” why personal branding is so critical in an industry centered around trust and why “individual-market fit” is just as crucial as product-market fit.

How did Beetle Moment Marketing come to be and what inspired Emily to focus on voice marketing and personal branding?
Why does Emily Binder often reiterate that “attention is the new oil” and what does that mean for financial advisors trying to grow their brand in today’s landscape?
Why is personal branding so critical for financial advisors, especially in an industry so based around trust?
What are some common branding mistakes that Emily sees advisor’s make and what are some simple changes they can make to stand out?
What does Emily mean by “individual-market fit” and how can advisors apply this to their own business and career path?
How can they identify and communicate their unique value in a way that doesn’t feel salesy or forced?
What are some tips for advisors who want to get started on social media and how can they stay consistent without it becoming a full time job?
Is there one content platform that provides your best bang for your buck (e.g. blog, vlog, podcast etc)?
Are there more investor-centric social media platforms than others?
What messaging tips does Emily have for advisors looking to better connect with high net worth clients or prospects?
How can advisors align what they’re passionate about and their natural talents with some of the problems that they are hoping to solve?
How does Emily see AI, Voice Assistants and other emerging tech shaping the future of the financial advisor marketing landscape in the next 3-5 years?
What is one marketing mindset shift, or habit, Emily thinks every financial advisor should embrace moving forward?
What is Emily’s routine, or mindset, for personal wellness and performance?
Is there one daily practice, or routine, that Emily relies on to stay grounded and perform at her best?

Quotes

“Like you said Robyn, it’s all about trust; so, when we do business, even if it’s B2B, it’s really still to C, because we are people and people make up businesses, brands, personal brands and company brands. It’s all people, so we don’t want to do business with people we don’t trust. So many brands are corporate and faceless, because they thought for a long time that it was the formal, professional, buttoned up way to be, but it increasingly doesn’t work or resonate…because we have so much access to each other.” - [03:09] Emily Binder

“The…reasons that a product fails in the market, are the same reasons that an individual fails, or doesn’t thrive, in personal branding, [their] career or anything they’re doing in business…If you have no demand for the problem you are solving, whether you are a product or a person, it doesn’t work, so that’s a parallel right? [People will ask]...’why are you so valuable in this role, or are you just replaceable?’ If so, it’s not going to be sticky or meaningful.” - [06:00] Emily Binder

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