Three Crowns Mixtape: October 28, 2022

Important financial industry news + marketing insights + good music.

Happy Hallo-weekend! Can you believe we’re only four weeks from Thanksgiving, eight weeks until Christmas and just nine weeks from 2023?

Time is flying – take a moment to chill and catch up on your #fintech news before the holiday season officially kicks off.

This week’s mixtape includes:

• News from Redtail and Orion

• The Artist Formerly Known as Kanye West

• 2023 content strategy tips

• And more!

Must-Read Financial Industry & Marketing Articles

Putting the Over in Oversight

As an advisor, you’re already responsible for doing your due diligence and making sure the third-party providers you work with have security requirements and are doing the jobs you hired them to do.

But the SEC likes rules, so they’re putting more rules on top of existing rules.

These new proposed rules would ask advisors to do more oversight, due diligence, and risk mitigation for providers of the following outsourced services:

• Investment guidelines

• Portfolio management

• Modeling

• Indexes

• Trading services

If you outsource to any of these services right now, these new oversight rules are ones you want to keep an eye on.

Doin’ Your Due Diligence

We Heard You Like Marketing, So We Put Marketing in Your CRM

Orion is teaming up with Snappy Kraken to launch Redtail Campaigns, wwhich will let Redtail users access and launch marketing campaigns provided by Snappy Kraken right from their favorite dog-mascot CRM.

Orion and Redtail have both long been leaders in integrations for advisors, and this team-up is a perfect example of how they’re continuing to invest in advisor-first software decisions.

And for advisors, putting marketing in your CRM is a natural connection. The CRM is the hub for all contacts, and we strongly encourage firms to build their marketing processes and lead workflows into the CRM, which is often used as the primary source of truth in most firms.

The Dynamic Duo Strikes Again

Ye is a Billionaire No More

Ye (formerly known as Kanye West) saw his net worth drop from $3 billion all the way to $400 million after multiple companies cut ties with him following racist and antisemitic comments he made.

There are a few nuggets for advisors to pay attention to. The first is to consider what you would do if you were Ye’s advisor? HIs talent agency dropped him after the comments. Would you continue to work with him? It’s critical to know what you’re not willing to tolerate in such a close, relationship-driven business.

The other takeaway is this story shows how quickly wealth can disappear. While Ye is an extreme example, losing multiple streams of revenue is possible for many typical wealth management clients. How would you help a client to manage such a drastic shift in personal finances?

Can Ye Cool Ye Jets, Please?

A Helpful List for Setting Your 2023 Content Strategy

Content strategy is a slippery beast sometimes, so it’s important that you get an early start on it. Start thinking through your business goals for 2023, then brainstorm topics around those goals, then outline the content you could create around those topics.

Sounds easy enough, right?

Turns out there are lots of things that could go wrong along the way – such as not watching the right metrics to measure effectiveness – and that’s why we love this list from GoVisually that outlines 14 common content mistakes and how to avoid them.

Another Lovely List

Tips to Help Your Marketing Content Explain What You Do More Clearly

One of the more difficult tasks in advisor prospecting is communicating the value you offer to people who don’t know you. You can’t keep people’s attention for long enough to explain everything, but your elevator pitch doesn’t cover it all. How are people supposed to understand what makes your process and services better than what others offer?

Business Journal has seven tips to help you explain what you do more clearly. Honestly, none of these tips are mind-blowing, but they’re a good reminder of how you should be talking about yourself in your marketing content.

Make That Value Prop Pop

7 Steps to a (Relatively) Painless Content Audit

Here at Three Crowns, few things get us more excited than a good content audit. It’s a chance to take stock of everything – what’s working, what’s not, what you should keep, what you should kill.

But most people aren’t content nerds like us, we get it. That’s why we’re happy to present this how-to article from Search Engine Land on how to do a content audit as painlessly as possible. Check it out (and let us know if you need any help)!

This Won’t Hurt a Bit

Here’s what we’ve been listening to this week.