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Advisor Marketing Made Simple
Advice Line: How To Consolidate Multiple Websites For Focused Marketing (Tyler Meyer)
00:36:31
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- [00:00]
A
Hey, it's Kendra and Taylor and we're here to make advisor marketing simple. Today's guest is Tyler of QED Wealth Solutions. He started his firm two years ago and has grown to $250,000 in revenue and 20 million in AUM with a team of three. Tyler, what's that big marketing question you want our help with today?
- [00:27]
B
For a while I've had this Retire to Abundance blog that I've been doing. I've not gained much traction. I get maybe 150 visitors a month. I noticed within that that I had a few blogs on Capers, which is the Kansas Public Employees Retirement System. Those seem to be my best performing blogs. I think just because it's a little bit more targeted, it's a, you know, there's not as much competition in that space. There's not many people that are writing or doing anything about that. So I, I went ahead and built out a website, Capers Retirement. Com. We haven't really even rolled it out yet, but it is theoretically live. And I'm wondering if I just, because I haven't gained traction from my Retire to Abundance blog, if I just punt on that and move directly in and go all into this Capers retirement website.
- [01:12]
A
So tell me a little bit more about how you decided to, you know, build multiple websites here and host that content.
- [01:20]
B
I'm not sure I understand the question.
- [01:22]
A
So when I'm looking at your website right now you have a firm website and then you have a different website for your Retire to Abundance blog, and then you have a different website for the Kansas City retirement blog. Is that correct?
- [01:36]
B
Yeah, Capers retirement blog.
- [01:38]
C
Okay.
- [01:39]
B
Yes, yes, that is correct. There's three separate websites. So I think the general idea was. So I've utilized quoted and I've got quoted on a lot of different articles. I kind of had some feedback early on that maybe it was a little easier to get quoted if you weren't doing it from your firm website, but through like a separate blog website. So that was why I chose to build out three different ones. And then like I said, the Capers one came just because I had had success with that, with the blog specifically on Capers. And I thought, well, maybe I can get more pointed to get better SEO for Capers. Capers retirement is a, is like a very searched thing in the state of Kansas. About 10% of all of all Kansans are enrolled in Capers. So there seems to be a lot of search traffic towards it and yet there's very little content. So I thought maybe from an SEO standpoint, building out a website specific to that would be the right approach.
- [02:34]
A
Okay, I'll definitely want to ask some more follow ups to that. You mentioned getting some press, you know, mentions and things like that. Has that been successful in, you know, driving any client growth for you?
- [02:48]
B
I think so. I live in a very small town and so when I was initially quoted kind of within my network, that seemed to drive a lot of people that were kind of already within my circle. Just getting quoted on a national level seemed to drive a lot of people towards me. And so that initially was a bump, but then it hasn't led to really an increase in website traffic or anything. So not that I've exhausted my network, but know that lead flow has slowed down and now I'm feeling some pressure to figure out, you know, how do I, how do I spread my tentacles wider to draw in, you know, more clients that I don't have any, any connection with currently.
- [03:28]
A
Yeah. And for the advisors listening, you know, getting quoted on these, you know, big sites can be really helpful from an SEO perspective. For the backlink, if you get it, you know, it's I think it's like 50, 50, like 50% of these websites will give you some kind of backlink but typically that's just top of funnel visibility. So it doesn't surprise me that I didn' drive a lot of client growth. It was some good social proof. I have seen that work really well sending that to your current clients and your network and things like that. But that's really helpful to hear how that's worked. What's your asset minimum or fee per year to work with you?
- [04:00]
B
Yeah, so our minimum is 250,000 and then we're an AUM. So at that point you're 1.2%.
- [04:08]
A
And let's talk just a little bit about your ideal client here. I noticed when you submitted the form to us you have two related but slightly different ideal clients. So the first one is just a retiree who lives within a 30 minute radius of your town, which is about 10,000 people. And then Kansas teachers close to retirement. And I believe you said that's around, you know, 350,000 people for that total, total addressable market.
- [04:35]
B
Yeah. And just to clarify a few things, so my, my town is 3000. The general population of the like surrounding is about 10. But then also it's capers is Kansas public employees. So yes that does, that's teachers but that's also highway patrol, it's police officers, it's any city workers and so forth. But but yeah, so I love the retirement market. I love leaning into the retirement market. That's definitely what I'm passionate about staying in. Because I'm in a small community, naturally that people in that community are going to be a natural fit for me. But then it's small. So I've got to. I've got to, to be able to grow to the level that I want to grow to. I can't just confine myself to a more localized area, which is where that capers comes from. So I don't know if I need to, like, focus my online efforts more on my extended reach, because I'm just naturally going to have the local poll, whether I'm online or not, just because I'm involved in my community. But, yeah, so that's kind of why there's two that are listed there.
- [05:37]
A
And right now, what's been working to drive clients for the firm.
- [05:41]
B
Yeah. So after that kind of initial getting quoted and having people reach out, it's pretty much been referrals after that.
- [05:48]
A
Okay. One thing that's kind of interesting, when we look at your local area, you know, you said it's around 3,000, correct?
- [05:55]
B
Correct, yes.
- [05:56]
A
So typically, based off the data that I've heard, and maybe, Taylor, you can weigh in on this, typically you're looking at probably around 10,000 is the range in which you start to get a viable niche. And then if you kind of work backwards from there, and let's say there's, you know, 10,000 people, you know, in that niche, typically what we see as a conservative estimate is 1% of those could become clients, which would then net you out about 100 clients. So for every hundred clients that you want to grow to, you're going to need about 10,000 people in that total addressable market to make that niche viable. So I think there is a little bit of a concern there. But Taylor, kind of what's coming up for you as you start to kind of hear where he's at, who he's thinking about working with, and where he spent his time?
- [06:42]
C
I think the first thing that's coming up for me is that I still feel a little bit confused. Like, if I'm feeling confused, consumers, potential clients, are absolutely feeling confused. And I guess, number one, I'm feeling confused just because there's three different websites. So it's hard to reconcile all three of these and figure out where they all kind of fit into the marketing funnel. And it doesn't seem like, based on my quick research, any one of them is really doing much in terms of SEO and organic search. It's not really serving you from an SEO standpoint yet, but there's like these three entities, these three websites out there that are kind of somewhat connected but kind of disconnected. And then on your Retire to Abundance site, I'm now seeing this Catholic Money podcast, and now we're throwing like the religious side of things into here. So it just, it just feels like a lot of different things. Like, I'm not sure exactly, exactly who you are targeting and who you do your best work for. So that's, I guess, the first thing that comes up. And Tyler, I'm sure you're feeling some of this, like it's hard to manage one site right and do it well, let alone manage three sites and do it well. And I'm not totally convinced that Capers needs its own separate site. Now, if this website, this Capers retirement website, was already performing well and on the first page of Google and attracting all these site visitors, I might say something different, but because, and correct me if I'm wrong, but just from what I can tell from my back end of things, the Capers retirement site doesn't really have a domain rating and there's no real organic traffic going to it. And so I'm just thinking about some consolidation here to get a little bit more clear on our target market and also start to improve some of the organic search and capitalize on some of these search terms. So I think if it were me, I don't mind having a personal brand site for the reasons you mentioned. And Tyler, you and I went through sounds like some similar online marketing programs, you know, years ago. So I think we're on the same page with like firm corporate website and personal brand website. I'm wondering, like, I think it'd be really simple to wrap up the Capers retirement content on and fold it into the retire to abundance website. Like, you could have a pillar page. You could have a category page dedicated to Caper's retirement that has a number of different blog posts attached to that pillar. It could live in, you know, the, your menu. It could be a case study on your website for Capers retirement. Like, there could be content about Capers that fits into the Retire to Abundance, you know, kind of kind of brand here. I'm just not sure what the benefit is of having this separate website. I don't know that it's really going to do that much more from an SEO standpoint. It's really not all that different than, like, you know, we've ranked for Broadcoms 401k Roth conversions. You know, keywords there for, for Broadcom California taxes is kind of a subcategory, kind of pillar group that we've started to target from an SEO standpoint. So like you can, you can start to cluster these different topics within Retired to Abundance because they, they are connected. It's not like Caper's retirement is so much different than like your Retired to Abundance brand. It's like we help people retire and some of the people we hire are public employees. So I just think about some consolidation to just try and clear some things up and also help from a marketing standpoint.
- [10:08]
B
Can I just a quick like clarifying maybe remark and then your response. So the actual word Capers retirement is the most searched thing within that whole kind of subset. So I didn't know if being able to own that name is going to be helpful from an SEO standpoint or not.
- [10:31]
C
I mean, there's probably some data out there that says the URL helps a little bit, you know, but it's like, you know, youstaywealthy.com is very disconnected from Medicare IRMAA tax brackets in 2025 and yet still rank very well for that keyword. So the URL probably matters a little bit. It's like one of those like tiny little ways that you could probably optimize. But remember that Google and now AI chatgpt like they care most about the user and giving the user the best possible information on the topic. And if there's just this stale, outdated website called capersretirement.com like they're probably not going to serve that up to people because they know it's just not going to be extremely valuable. Whereas if I have a topic cluster on my website that has strong domain authority that's all dedicated to Capers retirement within my website makes it very easy for people to navigate and learn more about Capers, that's probably going to get fed to users more than just this website that maybe sometimes gets neglected. Now if you were like going all in on Capers retirement and ignoring everything else, sure, we could probably talk about a strategy to just go all in on capersretirement.com and like really blow this thing up. Maybe that's the direction you want to head. So we can certainly talk about that. But again, you being from a small town, I think you make a valid case that like I need to, I need to reach out, you know, beyond my little town here. And I don't know, I don't know if you, you have to Tell me, like, do you want to go all in and capers and ignore everything else?
- [12:01]
B
Yeah, and I don't, I don't know that that's necessary. Like, I don't have the clear direction on exactly where I want to go. And that's one of my biggest struggles because I've been kind of spurred into inaction a little bit just because I'm, I don't have a clear path for exactly what I need to execute on and what would be most effective and, and measuring that before ever trying anything. Like, that's the, that's one of the hardest things that I, you know, that's been the hardest thing as a business owner since, you know, since I've started my businesses. What do I need to go all in on? What do I need to focus my efforts on? You know, because there's obviously a million things that you can do. I just don't, I just don't know what that is.
- [12:39]
C
What, what's worked best for you? What have you had the most success with?
- [12:43]
B
I would say getting quoted and then pushing it out to my network and then having kind of my, my network within, like, people that I've like, like Facebook friends. So, like, we share obviously all of that out on, on Facebook. Some of that stuff gets shared within my network, but it's just, it just hasn't. I haven't been able to reach outside of my network thus far. It seems like I've done really well within my network and I haven't been able to get to that next step outside of it.
- [13:07]
C
Yeah, I mean, there, there needs to be. And we've talked about this so much on the show, something systematic, repeatable, and predictable that you're doing every day, every week, every month that's speaking to this ideal client and presenting them with this funnel that they're going to go through. And I recognize that's kind of where you're stuck right now. So it's almost like we almost have like, start fresh here and say, like, what is our, our top of funnel activity that we're going to focus on? And then what's that middle of funnel activity that we're going to funnel those people into? And then, you know, what does our sales process look like? And it looks like you've got a similar retirement assessment to me. And so maybe that's already solved for. But if we had to think about a top of funnel activity, we've talked a little bit about SEO here. Is that where you want to spend a lot of time and money and resources improving Is your SEO?
- [13:58]
B
Possibly. There's nothing that I've done that I've been passionate about. I mean, I like talking to people about money. I'm always just so impressed by you, by Benjamin Brandt, by, you know, all of the people that are like, growing big. Like, you all do such a great job. And so once again, it seems like overwhelming to try and. And I know I'm not going to get from where I'm at today till to somebody who's been doing it for years, but everything just seems so well done and it's just, I guess I just need to do the hard work to get there. But I don't have a specific thing that I'm like, yes, I want to do that. Once again, I'm, I'm just a little bit like I could do everything. And, and because it's been overwhelming, it's kind of led to, you know, I've done some blogging, I've done some SEO, but I haven't really jumped and tried to go all in on any one particular thing.
- [14:53]
C
Yeah, I mean, and that's, I mean, you know this, but I think that's probably what's holding you back. Right? Like, just doing a little bit of everything and hoping it works is not going to create much predictable success. And so, I mean, Kendra's kind of reminds me of the last conversation we had where I think there's these moments in our businesses where we need to, like, just hit the pause button and we need to dedicate some serious time to the business and planning. And it could be hiring a consultant, it could be hiring a coach, it could be reading a bunch of books, it could be forming a mastermind with other advisors that are in very similar places, you to kind of work through these problems. But, you know, if we want to stop throwing spaghetti at the wall and really get serious about, okay, here's where the business is at today and here's where I want it to be in five years from now. What is it going to take from a growth standpoint to get there and start to back into what sort of marketing funnel is needed to make that happen. And again, I think part of this is going to be cleaning some things up and consolidating some content, consolidating websites. Maybe you continue to keep the personal brand. I'm not sure, but like, it just feels like there needs to be some dedicated time spent that planning. And again, if, if you need to hire people to help, that's totally understandable. But it feels like one of those moments where it's like, okay, like, I've been throwing spaghetti at the wall. I've had some growth and success, but, like, it still feels really chaotic. It feels like one of the. Those moments to hit. Hit the pause button a little bit. Maybe I'll ask just because, again, I had stumbled across it earlier this. This podcast. Like, what does the podcast mean to you? Share a little bit more about this podcast, how long you've been doing it.
- [16:23]
B
Do.
- [16:23]
C
Do you enjoy that medium, or is it just like, hey, I tried it. It's not really my jam.
- [16:29]
B
No, I was a guest. I was a guest on that podcast.
- [16:31]
C
Oh, you're a guest. I'm sorry. Okay.
- [16:32]
B
Yep.
- [16:33]
C
That makes more sense.
- [16:33]
B
Yep.
- [16:34]
C
Yeah. Okay, then let me ask you this. Is there anything that you're doing consistently? I write one blog post a week, or I send out a weekly email newsletter. Or is there something that you're doing consistently?
- [16:43]
B
Yeah, we've done. We've done a blog at. At least monthly for. Since the start of the firm. We do a monthly newsletter as well. So nothing that's every single week, but generally like one to two blogs a month and a. And a dedicated newsletter every month.
- [16:59]
C
Okay. And the angle for the blogs is just like this. Is Tyler just dumping his thoughts and sharing his thoughts on current market environment or a topic he's passionate about at the moment? Or is this is it angle, like an SEO kind of approach? Like, we're going to pick a popular keyword and try to target that through the blog post?
- [17:17]
B
So somewhere in between the two of those. So there is some SEO thought to it. It's almost always focused on some retirement topic. Um, so it's not just kind of the.
- [17:27]
A
The.
- [17:27]
B
The flavor of the month that's targeted towards retirement with some hope that maybe there's some. Some traffic driven to my site through the. Through the blog.
- [17:38]
C
Do you hear kind of the. The lack of. Of commitment and clarity in, like, a lot of these statements? Like, I'd ask, like, something you're doing consistently, and you're like, we publish a blog, you know, sometimes once a month or sometimes twice a month. You know, are we writing for SEO? Are we writing just to, like, dump my thoughts? Well, it's like, in the middle, like, I'm not getting this. Like, I write a blog post on the third Wednesday of every single month, and my intention is to rank for a keyword that I know my ideal clients are searching for. And yes, it's a very valuable, valuable blog post, and it's answering important questions. But, like, I'm very intentional about writing this and making it the best possible article on this topic and ranking for SEO, it sounds just so much different than like, it's just kind of like in the middle, you know? Makes sense.
- [18:21]
B
Oh, absolutely, yes, 100%.
- [18:23]
C
And so I, I would just challenge you again like through that business planning process to like commit to something. We got to start somewhere and say every single Thursday at 8:00am I send out this retirement focused email newsletter. You know, you mentioned Benjamin Brandt does this. Roger Whitney does this. Like at the same time, every single week their email goes out. If you're a dedicated email subscriber, you know that that email is coming. And so I always have to challenge you to think about what is that top of funnel activity that we can commit to doing on a regular basis? What is that middle of the funnel activity that I'm going to commit to on a regular basis? And before we even get there again, I just heard a lot of that, like with your ideal client, sometimes it's these people, sometimes it's those people. I'm thinking about capers. You know, it's like, it's just kind of like a little bit all over the place. And I think to get unstuck here, we have to start to get really focused. And it might, it might mean that you have to hit the pause button for a little bit and accept that like maybe growth is going to be a little slow for the rest of the year.
- [19:25]
B
I have recognized in particular that there's no real top of funnel activity. And so like, I've got to figure something out, I've got to try something iterate, see, you know, see what works. But I recognize like it's completely broken at the top of the funnel.
- [19:42]
C
Do you have a marketing budget?
- [19:44]
B
I mean, I haven't like set out a specific marketing budget. When we started it was just get enough revenue in to make sure my family's okay. Like we've now ascended past that to where we could have a dedicated marketing budget that would actually be a meaningful amount of dollars. And so that is something that I need to as a business owner, like decide what that's going to be and move forward with it. But there's certainly enough revenue now that that's something that I could utilize.
- [20:12]
C
Okay. Because I think it'd be interesting. I don't know enough about Caper's retirement and the potential search traffic there, how realistic it is to actually rank for that search traffic. It could be an interesting exercise to reach out to an SEO agency to help do some initial analysis to say, hey, this is a really viable niche or really viable set of keywords for you to target. And if so, have them help you kind of restructure some of your sites and consolidate some things and start to build out. I used the word topic cluster before, but I think the better word is content hubs. So on one single website you can have these content hubs that target very specific things. I've got a content hub for Medicare Irma. I've got a content hub for Qualcomm employees. I've got a content hub for intel employees. Like you can categorize things within one website to rank very well for them. But it would be interesting to know how realistic that is and then what their approach would be for you to target that. And then you know, from there thinking about what would be the middle of funnel activity. Maybe start to build out a more robust email newsletter to, you know, send those Capers retirement folks into. There's a, a sequence that they start with and then they get your weekly newsletter. So start to kind of stitch it together from there. Just because you have this interest in Capers retirement. Just be interested to know if there is a true opportunity there or not. But that might require, you know, an initial few thousand dollars, $5,000, I'm not really sure. And then, you know, when I was paying an SEO agency recently, I think we were, we were at like 2,500amonth. And that's something you have to commit to for a period of time to actually see the results. So you just have to make sure like the budget is there and you're willing to spend money on it. But that, that'd be one thing to consider.
- [22:00]
B
Yeah, for sure.
- [22:01]
A
Another thing too, there is even just to get started, you could just do a simple audit just to see what that niche looks like. Like Taylor said, one thing I kind of want to come back to here is, is actually the three websites. So is there something that I'm overlooking on the, the personal brand? Like would you be against essentially consolidating everything into your firm website?
- [22:24]
B
Not necessarily so, no. I mean I'm not, I'm not opposed to it. Once again, I received recommendation early on that recommended building that out, especially with, with trying to get quoted that that would be, that that would be helpful.
- [22:39]
C
So.
- [22:39]
B
But I'm not, I'm not opposed to it in any, in any capacity.
- [22:42]
A
So I have a lot of personal and professional experience managing personal brands, particularly around RIAs. And I will tell you if there's one thing that really creates a lot of gray hair for me, it's what you're doing right now, because I have a client like this and they're, they're actually very successful in their personal brand, but it is a nightmare. So personally, if you're open to consolidating the websites, I would absolutely do that. And here's what I would say too on that is don't make it complex. Like, right now, you've built out some nice things, but you don't even have to pull it all over. You could pull over a couple things from each website, remove some of the posts from the other website, but when we think about first just streamlining everything, I think that's a big piece of what's happening here because I do this for a living and this would be challenging for me to manage. Number two, you like? I can see that there's some consistency around writing. So if you are interested in building something like an SEO funnel, as Taylor mentioned, you can structure that website in a way that you can rank for, you know, potentially the Capers topic and still have some other retirement pieces. But I would probably consolidate it all and then there's a lot of opportunity to just optimize your website from an SEO perspective. Like, I would not do all three of those. So that's kind of something that's, that's coming up for me as far as just like, I would wipe the slate clean, pull a few things over, and then I would start looking at getting a little bit clearer. On your icp, for example, if you did want to work with pre retirees and the, you know, the capers like you may have, like, on your homepage, hey, who we do our best work with, you know, retirees at this age or this asset level and capers employees and, you know, keep it really basic, like you can blend those two together. But then maybe when you go into your marketing funnel, you're just going to go after the keeper employees because there's a, it's a larger total, addressable market. Does that make sense?
- [24:40]
B
Absolutely. Yeah.
- [24:41]
A
So now in that approach, we've gone from simplifying your website, simplifying your icp, and simplifying your funnel. Because at that point, if we have a one place, one icp, one ideal client, and then we're building an SEO funnel, you can set these other pieces aside, you know, all the, all the writing for the quoted. I mean, if you want to do a few of those for the SEO backlink, sure, that's great. But, you know, we're really building something that is a lot less for you to juggle right now you've got like six balls in the air. We really need to pull a few of those out and focus in a little bit. So that's kind of where my head is going a little bit.
- [25:20]
C
Yep. Tyler, I can, I can share someone with you who may be helpful. So if you feel like following up after this, I'm happy to share their information with you. But I do think because the content is kind of scattered at the moment, there are three websites, but there is something here that I think could work. I just think it would be valuable to get a professional's opinion here about how to go about structuring this content and restructuring these websites. And again, maybe it is like, hey, ditch the other two websites and let's just focus on QED wealth solutions. But going to kind of rebuild some things so that the content is properly optimized and categorized. Like, I don't know what their, their advice would be necessarily. So I think it could be a helpful starting point because I know it can be overwhelming. It's also really just hard to like, ditch something. It's like, wow, that, that welcome. That Retire to Abundance website I've had for a long time and I put so much time and energy into it. Like now you're telling me to ditch it like that. That's hard. But if somebody comes in with a real strategy and I think we can think about this like financial planning, right. Prospects, accounts are all over the place. Things are unorganized. It's really confusing. They don't understand it. And we start to tell them to like, consolidate everything with, with one custodian and then we're going to start to sell, you know, the hundreds of positions that they've held forever. Like, it can feel really overwhelming to start to, to, to make all those improvements and changes and it's possible you're feeling the same way. So I think having that professional guidance to, to do that analysis and say, okay, take inventory of all these things. Here's what we're trying to accomplish and here's the plan in order to accompl might feel a little bit better. Again, it might take some time and it might take some, some money to get the right advice and kind of put that plan together. Right.
- [27:00]
B
No, that all makes sense. It's all stuff that I kind of have felt like, especially with adding the capers. 1. It's like kind of one more thing and. But once again, it just didn't feel like what I was doing with Retire to Abundance was gaining any traction. So it was just something else to kind of layer on to see if maybe that would work better. And so that, that. But, but yes, consolidation makes perfect sense, especially if we can still kind of capture the same SEO just with a cluster bundle or whatever the verbiage you were using there.
- [27:31]
C
Yeah, Content hub.
- [27:32]
B
Content hub.
- [27:33]
C
Yeah, yeah, yeah. I also want to kind of squash the misconception that the personal brand helps from a media standpoint. I don't, I don't think that's true. So the, the reason like I maintain and continue to maintain a personal brand website is it's an entity that I own separately outside of my firm. It's tucked under a different llc. So I own that entity. If I were to ever move on from my firm and do something different in life like Lisa, I have that thing that I built that I still own. And then also from a compliance standpoint, still a bit of a gray area, but I have a little bit more freedom with that outside business activity since I'm doing a lot of unique things with it. It just, you know, I appreciate that flexibility, but I don't think it, it really doesn't matter. I always share the example of large multi billion dollar firm here in my town. Pure financial, everything is tucked under their pure financial brand. It has not hindered their success by any means. So I just don't want, I guess I just want to say that out loud for everybody who's listening. Just like that misconception of the personal brand has all these powers that like the firm brand doesn't have.
- [28:39]
B
And the links that I, that I have gotten are pretty much all pointed to the retire to abundance website. Would that matter when it came to like consolidating things or I mean, again.
- [28:48]
C
From what I can tell on the back end, the domain authority is close to zero and organic traffic is very little if anything. So you're not leaving behind much where. My personal brand website, I don't know what the domain authority is today, but it's, you know, 50 or close to it. We have tons of backlinks and tons of organic traffic. Like there's, there's value there. If I just like close it tomorrow, it'd be a little bit silly. So I think you can just kind of move on from what you've built up to this point because I'm just not really seeing anything in the background that says like this, this website has built up some credibility.
- [29:21]
A
You might be able to discuss that with an SEO expert on some redirect opportunities.
- [29:25]
C
But yeah, that's a good point.
- [29:27]
A
I Think that's why the data is so helpful in this scenario is that I am not like a deep technical SEO expert. We, we do have multiple consultants on our team and they tell me the smart things and then I build them. And so what I've also seen from an SEO perspective, you, if you are able to consolidate into one website and kind of pull that energy together. I think Taylor makes such an incredible point about the personal brand. I think it can be really helpful that at any point you want to break away from that firm or sell your firm. That can be a really valuable point to a personal brand. But I've also seen some really good success actually targeting like statewide SEO content. So for example, inheritance estate tax for in Kansas. I have a client recently who brought in a $36 million prospect off of us targeting this keyword. So I'm not saying that that's what's going to happen for everybody. That's kind of an anomaly. But I do know that that state level targeting, you know, around the Kansas piece can be very successful. And it still keeps you narrow enough. It's still, you know, there's local, there's statewide, there's national. So I think there's some really good opportunities here. And I also want to give you some kudos because your retire to abundance website actually has some really nice copy and some good design and I think you could pull some of that over to your main website. I really like your, you know, your header retirement with a focus on the, you know, the most important things in life. I'd probably, you know, I'd probably make a couple changes to that, but I think that's a little bit better than even helping rural, rural America retire. You know, maybe, but you could pull your graphic of you over there if you want to keep it a smaller firm and you're not building out a huge team. Like, I want to remind you that there's a lot of skills you built through building these other websites that come in very, very valuable. So I think that regardless of what you do, there are some good assets that you've built and some good skills that can serve you going forward.
- [31:22]
C
I agree with everything that you said and the Capers retirement want to acknowledge that it doesn't push away other retirement focused prospects. If I come to your website and it's like, you know, we help retirees do X, Y and Z and there's a section dedicated to Capers retirement folks, but there's also a section dedicated to traditional, you know, corporate employees. It all connects. So it doesn't feel completely disconnected here. It's not like you're focused on business owners in the tech industry and here I am as like a hard working blue collar retiree. Like those things might clash, but they fit nicely together. It's just about organizing it and creating that client journey, that user journey. And again, from a content perspective, like structuring things properly. I think that's the nice thing is like there very well could be a giant opportunity here at Capers Retirement. It's not going to push away other potential prospects that might show up to your website or people that you, you meet through your kind of guerrilla marketing, boots on the ground, marketing strategies, getting involved in your community, shaking hands, things like that.
- [32:23]
B
Yeah, no, that, that makes sense. Makes sense.
- [32:25]
C
Good.
- [32:26]
A
Cool. Before I wrap up here, Taylor, any takeaways for Tyler to be thinking through that we haven't discussed?
- [32:31]
C
I don't think so. Just like, I appreciate you coming on, I think a lot of what you're going through is a lot of what other advisors go through and you try different things and you just end up with, you know, again, multiple websites or, you know, content kind of all over the place or just feeling a little bit disorganized. So I appreciate you just coming on and bringing this to the table and allowing us to kind of help you sort through this and think about it. I think my takeaway is, I think this is one of those moments where it's like, hit the pause button, be okay with maybe growth is going to slow down from now until the rest of the year while I just kind of rework some things internally, hire some people to maybe help and I don't want to say go backwards necessarily, but just might have to be okay with that pause while we restructure some things and think about where is it that I want to be in five years, where am I at today and what's it going to take for me to get there. Not all that different than the retirement planning that you do for clients every day, definitely.
- [33:20]
A
So here is how we have rebuilt your funnel and your action items and there's a couple good pieces that are already working for you. So when we start to look at a funnel that really aligns with, you know, how you enjoy educating people right now, you've been doing some, some great writing, you know, semi consistently. So your top of funnel, if we're going to build an SEO, you know, optimized funnel for you, your top of funnel will be SEO optimized blog content. That's really important because it needs to be, you know content that has the search volume and the ability to rank. So we're going to want to bring someone in to support you, to help you just kind of determine what those keywords look like instead of kind of like putting a finger to the wind and licking it and seeing like what we feel like writing about. That's a little bit of a different approach. But I'm excited because you are doing that writing that I think really sets you up nicely for that. So top of funnel would just be SEO optimized blog content. Your middle of funnel, it would be your newsletter. So these are two marketing activities that you're doing right now that we would stitch together. And then your bottom funnel is just going to be your sales process now for us to kind of go through and streamline your approach and align these different pieces. First, one thing that you're going to want to do is you're going to want to connect with someone, an SEO consultant who can help you look at the data and the structure of your websites and also audit and see is there enough search volume for that capers niche that that could be really viable for you. Second, you're going to have to consider after you get that data and that feedback, does it make sense to consolidate one or two or all of these into one website just to streamline your approach and reduce the overwhelm? This is a lot for anyone to manage, let alone someone who does not is not a full time marketer. Then after we get the data and after we consolidate your website, then we can talk a little bit about your ICP as we go into the funnel. So if there's enough search volume for that capers topic, then we might start building your content around that specific topic and the search terms where people are actively searching out there right now. Once you do this, you're going to have a clear top of Funnel activity, SEO optimized blog posts that you can do on a regular basis, which connects to your middle of funnel, your newsletter that you can also do on a regular basis. A couple other things to consider is just getting clear on if you were to have a monthly budget ongoing, what that might look like. Because if you were to hire a consultant, they can give you a couple of good things to start with, but maybe ongoing, you want to get a little bit of research for them or a little bit of support that could be really helpful in just making sure that as you choose these topics, there's enough people searching for it and you're not competing with really big websites. We want to find that sweet spot on the SEO front. So thank you so much for joining us today. Tyler, thanks for being open and coachable. We're really excited with the conversation we had. Hopefully it takes a lot of things off your to do list and it streamlines your next steps. Thanks so much for joining us.
- [36:04]
B
Thank you guys.
- [36:07]
A
We hope you enjoyed today's episode to get the resources shared or sign up to join us as a guest on one of our advice line episodes, check out the links in the show notes. Thanks for listening and we'll see you next week.