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By Blair Kelly Webinars

Webinar Replay: The New Growth Model for Financial Advisors: A Conversation With Josh Null

16 minute read
Webinar Replay: The New Growth Model for Financial Advisors: A Conversation With Josh Null Featured Image

In this webinar, Twenty Over Ten Chief Marketing & Business Development Officer, Samantha Russell and Josh Null, president of Gulf Coast Financial Advisors discuss how Josh started using digital marketing strategies to grow his business and boost sales in just two years.

Josh’s company, Gulf Coast Financial Advisors is an independent, financial advisory practice and went independent about two years ago. He has been in the business for about 11 years and became a fee-only advisor about a year ago. 

Content Strategy: 

  • Video
  • Podcast
  • Blogging
  • Social Media


Entrepreneurs and Small Business Owners

Blended Revenue Structure:

He offers life insurance and he does still do some networking and attend chamber events but including inbound marketing is a way to reach more people.

Josh Null’s Story [2:21]

He is based in Mobile, AL but from Missouri and grew with no natural market.

2009: Josh got into the industry in 2009 and joined an organization where he traveled for many years and worked with self-employed people and farmers, selling mostly insurance products. 

2012: When he was working on the road, he thought the old school methods of cold calling were the norm for the entire industry and social media wasn’t a natural part of his everyday life. He went to meet the owner of a plumbing company, and she knew who he was. She said they were talking about him on Facebook and that stuck with him. He realized there was a conversation going on about him, and he wasn’t even a part of it. 

2015: He joined a mutual company, and the whole game was to build a fee-based practice, but he knew he didn’t have much to go off of. As the years went on, he was thinking he was moving into an experience where he would be taught methods of modern marketing, and they were pretty much still into direct mail and seminars. He still felt as if there was an ongoing conversation online that he wasn’t a part of it. 

He started out by sharing the same piece of canned content that thousands of advisors had already shared. He would put it out there and get nothing on it on social. He started to try a different method in 2017, but he did more experimentation with his wife and her business. She has started a CPR certification business, so he started to put stuff out there, and the results worked really well.

2018: He got his Series 65 and joined a regional broker-dealer

2019: He got his Series 7 and Series 63, went fee-only, independent, Josh created a Twenty Over Ten website, had creative marketing freedom, saw an immediate change in search engine results and meetings being booked. 

Josh’s First Piece of Original Piece of Content [11:30]

He created a YouTube video for his first piece of content. Somebody had convinced him to do this, and maybe 500 people knew that he had a business in downtown Fairhope. The video that he did got 5,000 views on Facebook and 3,000 views on LinkedIn. It changed the conversation overnight and made people actually pay attention and take him seriously. 

Webinar Replay

Video Marketing From Start to Finish

Check It Out

When you are watching the video, think about seeing another human being’s face, think about that psychology. Just by the virtue of seeing someone, makes you like them more. If you don’t have someone from your organization that serves as the face of the company, then you really need to think about getting someone in front of the camera, because people connect with a person more than a brand. If you want to check out his videos, then follow Josh on YouTube.

How to Create A Video Content Plan

Check It Out

The majority of the videos that Josh puts out there are on an iPhone, and as far as his video interaction, he has had a lot more success on LinkedIn and Facebook than on YouTube. 

How Financial Advisors Can Record
Marketing Videos On A Shoestring Budget

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It really helped with Google and noticed that it seemed to be the “pop” that helped them with search results. His YouTube is serving as a library and more of an SEO booster than anything at the moment. 

What Social Media Platforms Should
Financial Advisors Be On?

Read More

If you have great content, and it is answering a question, then Google can pull that right into the search results, which is why having really great questions in your video title, then it will help with your SEO. Try and think about what somebody in your niche might answer, and then you can answer that in a quick video. 

What Niche Does Josh Serve? [21:02]

When he moved down to Mobile, he didn’t have a local natural market and didn’t know anyone. In the beginning, he didn’t have a niche because he didn’t know who would respond to the message that he was putting out there, and the first battle is just creating awareness. 

He had to start with the people that had a similar experience, entrepreneurs, proprietors, and as they started building the client base. The pivot happened really strong about 9-10 months ago, and he is now at a point where he can comfortably pivot to a Gulf Coast area business owner. They are generally very busy, lead a very active lifestyle, and don’t have a lot of free time. He wants to drill in very deep on the niche. 

Josh used Twenty Over Ten’s DIY option. If you want to go in, you can go in and add the pieces that are pertinent to you, customize them all, personalize them to your audience, etc. You only pay the monthly fee and no set-up fee. He liked that you can bring your own content and some of the content that Twenty Over Ten provided. As time has moved on, he is putting more effort into the site. He can tell that he is getting better results because of this. He uses the Calendly app to book appointments. 

One woman came in after searching for a local fiduciary firm, connected with the Calendly app and was ready to work with him. She said he seemed just like it said on the website, and she was ready to work with him. 

What’s the Best Meeting Scheduling Software For My
Advisor Businesses?

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What is the Mindset to Go From Outbound to Inbound Marketing? [27:38]

He realized he was working towards irrelevancy and he was just someone trying to sell them something versus the other direction where you are trying to create an ecosystem and an experience, and they are the ones reaching out to you. What is hte price of being relevant? He felt like he was running in place

How Financial Advisors Can Shift Their
Prospecting Strategy Online In Uncertain Times

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Once you can shift your mindset that you can use digital marketing instead of outbound marketing, that is what can really change you. You become like a magnet where people are drawn to you rather than trying to get people to pay attention to you. 

What Has Been the Most Successful for You? [33:07]

It depends on someone’s geography or their target prospects. In Mobile, it is dominated by Facebook.

LinkedIn Strategy

He has been spending a lot of time on LinkedIn and has a strategy where he will pick out 5-10 local business owners, he goes in and likes, comments and he gives them what he would like to receive themself. 

So, if you aren’t getting likes and somebody is getting likes, think about if you are engaging with them. Start to engage with more people and see if more people start to engage with your content, as well. 

If you are a second connection, you can go into someone’s activity, see what they are doing on LinkedIn, then you can start interacting with their content. On Facebook, there is the same principle, and you can choose the person and start engaging with their connections. 

8 Tips to Help How Financial Advisors
Generate Leads Using LinkedIn

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How Often Are You Creating Content? 

He uses StreamYard on LinkedIn and it seems the most intuitive. They allow him to use multi-channel where you can stream up to ten different platforms at one time live, and you can pick if you want to be on your business page or personal page when you’re live, then it records for you. They generally stream live on LinkedIn, Facebook and YouTube.

What is Josh’s Posting Schedule? [41:02]

When he went independent, he was basically working as an advisor and a marketer. Now that he has more content, he structures things, where he can batch record videos and repurpose his content. 

If he does a podcast,  he is also doing video, audio clips, video, etc. If you do ten minutes of content, then he wants to stretch it out to 30 minutes.

As far as frequency goes, be consistent with it. A cadence to follow is you should post at least once a day on Facebook. Every couple of days on LinkedIn and once every two weeks on YouTube.

If you have a Twenty Over Ten website, you can add in your own posts with Content Assist. You can select a particular topic area that you are interested in and you can add these pieces to your website. None of them are automatically added, as they are very specific. 

SEO for Financial Advisors

Everything You Need to Know About Duplicate Content

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We suggest you blog at least twice a month. You can add keywords and for the niche that you serve. You can edit them and make yourself the author and byline them, which is very helpful.  If you want to find out more about how Lead Pilot works, then we are offering a 7-day free trial for Lead Pilot and then a month-to-month option.

Learn More About Lead Pilot

Get a Quick Demo and Sign-Up for a Free 7-day Trial

Find Out More

When using your content, it can live on a branded landing page through Lead Pilot with any of the colors, calls-to-action, etc. It makes it so much easier for them to have a set call-to-action, and as they fill out those CTAs, they will automatically be pulled into the CRM and you can start dripping on them.  

You can create a lot of different segments, different subject lines, etc. You can see that it is ready to go to Lead Pilot. You can put them in your drip campaign so that you can continue to follow up with them. 

Video Editing: Do you Have Certain Tools? [52:47]

As far as doing it yourself, he goes in, puts it in iMovie, cleans it up a bit and then put it out there. With LinkedIn, it is rolling out stories just like Facebook and Instagram, so it’s putting it out there for advisors. 

That would be a great way to try and video, especially since it’s only up there for 24 hours. Remember to put yourself in the viewers’ shoes, and remember to be authentic. “Don’t let perfect be the enemy of good.” 

Do you have any questions? We would love to hear from you.

Shoot us an email at marketing@twentyoverten.com

About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.

Twenty Over Ten Showcase

"The Twenty Over Ten website continues to deliver results, both in activity, and more recently in client acquisition."

Josh Null - Gulf Coast Financial Advisors

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