Advice Line: Why Focusing On ONE Marketing Channel Converts Better (Mohammad Uz-Zaman)

Summary

Advisor Marketing Made Simple

Episode: Advice Line: Why Focusing On ONE Marketing Channel Converts Better (Mohammad Uz-Zaman)
Release Date: July 30, 2025
Hosts: Taylor Schulte and Kendra Wright

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Introduction to the Guest: Mohamed from ADL Estate Planning

In this episode, hosts Kendra Wright and Taylor Schulte welcome Mohamed Uz-Zaman, the founder of ADL Estate Planning based in the UK. With nine years of experience and a current revenue of nearly £250,000, Mohamed aims to scale his business to £3 million within the next five years.

Identifying the Core Challenge

Mohamed kicks off the conversation with a pivotal question: “How many touch points do we need to have to really convert cold leads coming at the top end or even generating actually cold leads into qualified leads who make an appointment into our diary?” (00:34) This sets the stage for a deep dive into optimizing marketing strategies to enhance lead conversion.

Understanding the Ideal Client

Kendra probes into Mohamed's target audience, emphasizing the importance of clarity in client profiling. Mohamed describes his ideal high-end clients as individuals earning over £150,000 annually, possessing assets exceeding £2.5 million, and owning multiple properties (typically five or more). These clients seek expert advice on inheritance tax, income tax, and wealth management.

Mohamed: “The best one, I would say so far, which has been the most profitable would be the ones with five plus properties.” (02:31)

Current Marketing Activities

Mohamed outlines his current marketing endeavors:

• Pay-Per-Click (PPC) Ads: Allocating around £1,200/month on Facebook and Instagram to promote a 40-page guide titled "Investing Wisely".
• Podcasting: Hosting the Way of Wealth Podcast, currently boasting eight episodes and steadily gaining traction.
• Short-form Content: Producing 3-5 shorts weekly across Instagram, TikTok, and recently LinkedIn.
• Live Marketing Sessions: Participating in 4-5 speaking conventions annually, addressing audiences ranging from 30 to 150 attendees.

Mohamed: “They come to a landing page on our site where they download a guide called Investing Wisely.” (04:14)

Analyzing Marketing Effectiveness

Delving into the efficacy of his PPC campaigns, Mohamed reveals a conversion rate of approximately 1%, translating to about 35 leads per week from Facebook alone, with only one leading to a paying client. This low conversion rate prompted Mohamed to reassess his marketing focus.

Mohamed: “So they would either become paid clients on the legal side or paid clients on the wealth management side.” (07:24)

Challenges in Targeting and Conversion

Taylor and Kendra highlight the complexity of Mohamed's dual-focus business model, combining both legal services and wealth management. They caution against spreading efforts across too many channels and client segments, advocating for a more narrowed and focused marketing approach.

Taylor: “The more focused you can get, the easier all of this is gonna become.” (10:03)

Strategic Recommendations

The hosts propose a strategic pivot towards concentrating on a single, effective marketing channel. They suggest:

1. Narrowing the Target Audience: Reducing the broad market of 300,000 high-income individuals in the UK to a more focused segment of 50,000 who genuinely require and value comprehensive legal and wealth management services.

2. Focusing on Podcasting: Building a robust podcast funnel by enhancing the Way of Wealth Podcast, ensuring content precisely caters to the niche audience. Strategies include guest appearances on other relevant podcasts to borrow their audiences and leveraging SEO to increase visibility.

   Taylor: “The most effective and efficient way to grow your podcast is to go on other podcasts.” (25:05)

3. Reducing Diversified Marketing Efforts: Scaling back on less effective channels like TikTok and short-form videos, which do not align with the preferences of high-net-worth individuals seeking complex financial solutions.

Implementation and Commitment

Taylor emphasizes the necessity of commitment and patience, advising Mohamed to dedicate two to three years to implement and refine the focused marketing funnel.

Taylor: “If you get really focused here on your ideal client and the service model for them and the marketing strategy, I would commit to it for two to three years.” (33:40)

Conclusions and Action Plan

Kendra and Taylor conclude with a clear action plan for Mohamed:

1. Refine the Ideal Client Profile: Further narrow down the target audience to those most likely to convert.
2. Enhance Podcast Strategy: Align podcast content with the refined audience and actively seek guest spots on other relevant podcasts.
3. Streamline Marketing Channels: Focus resources on the most effective channels that reach the ideal client, reducing efforts on less impactful platforms.
4. Long-term Commitment: Adopt a patient approach, allowing the focused strategy to mature and yield results over time.

Kendra: “Your podcast will have to speak very specifically to that narrow audience.” (35:22)

Taylor: “We can't just throw spaghetti at the wall and do a bunch of things and hope it works.” (34:34)

Final Thoughts

Mohamed expresses appreciation for the insightful guidance, acknowledging the importance of intentional focus and long-term commitment to his marketing strategy.

Mohamed: “Thank you very much, Taylor. Thank you very much, Kendra. Your insights have been really, really helpful.” (35:16)

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Action Items for Listeners

For financial advisors grappling with similar challenges, take away these key strategies:

• Narrow Your Focus: Clearly define and concentrate on your ideal client to streamline marketing efforts.
• Leverage a Single Marketing Channel: Whether it’s podcasting, writing, or another medium, excel in one area to build a strong, dedicated audience.
• Commit for the Long Haul: Recognize that effective marketing strategies take time to yield results and remain patient and persistent.

Recommended Listening

For further insights on ensuring your content attracts the right clients, listen to our episode with John Gigliello titled “Why Great Content Still Isn't Bringing in the Right Clients.”

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Resources and Links:
To access the resources mentioned in this episode or to join as a guest on future Advice Line episodes, visit the show notes linked below.

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This episode provides a comprehensive exploration of strategic focus in financial advisor marketing, emphasizing the importance of targeting the right audience and committing to a singular, effective marketing channel for optimal conversion rates.

Transcript

[Kendra]

Hey, it's Kendra and Taylor and we're here to make Advisor Marketing simple. Today's guest is Mohamed from ADL Estate Planning, located in the UK. He and his team have been helping clients for nine years. Their current revenue is just under $250,000 and they want to grow to 3 million in the next five years. Welcome to Advisor Marketing Made Simple. Mohamed, what's the big question you want Taylor and I to help you answer today?

[Mohamed]

So the big question that I'd love to get some insight on would be how many touch points do we need to have to really convert cold leads coming at the top end or even generating actually cold leads. Okay. Into qualified leads who make an appointment into our diary.

[Kendra]

All right, let's hope a little bit about who you're wanting to make an appointment with. You tell me a bit more about your ideal client and some of those big pain points that they often bring to you that they're excited to have you solve for them.

[Mohamed]

So the, we have a broad range of clients, number one. So at the lowest end, I would say, of our service proposition would be those who are interested in, in financial and legal literacy. So we've got, we've got a, a particular service for them where they can access webinars, paid webinars as well, or come on to paid events and then ultimately get as much knowledge out of it they can to improve some of their personal finance situations to our higher paid clients who we want on an ongoing revenue basis. So let me just focus on that top end first. So generally speaking, they're earning more than 150,000 a year. They're projected to have at least two and a half million pounds in assets by the time they actually pass away. And, or they will have several properties, generally five properties in the UK and they need some advice around that. So it's not all three of them, it's do you fit one of those.

[Kendra]

For the clients you want to attract? You know which one of those, if you had to narrow in on one of those, which one would be the best?

[Mohamed]

The best one, I would say so far, which has been the most profitable would be the ones with five plus properties.

[Kendra]

Okay. And for those, what are the core big issues you're solving for someone who has a handful of properties?

[Mohamed]

Okay. So it's inheritance tax number one and it's also income tax.

[Kendra]

Okay. And right now what kind of marketing activities are you doing to reach these people who have multiple properties?

[Mohamed]

Great. So we do run PPC ads. So we're spending around, I would say, £1,200amonth on PPC ads. We also have a podcast called the Way of Wealth Podcast podcast, which I think we've got around eight episodes now that has been going very well. It's a lot of fun as well. It's getting increasing amount of traction. We're also doing I think around three to five shorts per week across myself and my co director on which platforms? So we're using Instagram, TikTok and increasingly LinkedIn from this week.

[Kendra]

Okay. And for the PPC ads, where are you running those ads to?

[Mohamed]

So across meta platforms. So you're looking at Facebook and Instagram. We do place similar content on TikTok and then we boost certain posts that we feel, you know, may be worth it.

[Kendra]

For the ads on Facebook and Instagram, are you running them to a lead magnet? Are you like, what offer are you sending them to?

[Mohamed]

So they come to a landing page on our site where they download a guide called Investing Wisely. So it's a 40 page guide on the investment universe. I think it would actually be quite relevant to all markets, to be honest, not just the uk. There's some really good content on there that even the US market would, would benefit from.

[Kendra]

For the ideal client of someone who owns five plus properties, how relevant is that guide to them?

[Mohamed]

Very much so. Okay. Because although the guide is entitled Investing wisely, we also go into real estate. So real estate versus stocks and shares too. And also the tax pitfalls associated with real estate.

[Kendra]

Okay, so right now what you've told me as far as marketing activities is I've got paid Facebook and Instagram ads to a guide about investing Wisely. We've got a new podcast that's about eight episodes in and we've got shorts, three to five of those across Instagram, TikTok and LinkedIn. Are there any other marketing activities we've missed?

[Mohamed]

So live marketing sessions so away from social media would be. I get invited to actually speak to, I would say around four to five speaking conventions a year.

[Kendra]

Okay.

[Mohamed]

So I tend to speak to an audience of around at least 30. At the top end it was around 150.

[Kendra]

Okay. And for your marketing funnel that we're looking at here, you know, you said you. How many touch points does it take to convert cold leads to qualified leads? The first thing I really kind of want to dial in a little bit more is the person we're trying to attract. You've got a few different people. Are you open to narrowing down on one of those? Specifically those with multiple properties interested in inheritance tax and income tax issues.

[Mohamed]

Yeah, totally, totally. Okay, so as part of our various marketing work in terms of campaigns that we're running. So prior to doing the investing wisely campaign control, so we had another campaign that was running also very successfully entitled 10 Ways to Reduce Inheritance tax and that performed very, very well. Okay, so at its height we had around 35 leads per week coming in purely from Facebook. But a conversion rate from those 35 leads. Conversion, when I say conversion, I mean to paid clients, probably around 1%.

[Kendra]

Okay, so let me get clear here. You're running Facebook ads to an offer that was 10 ways to reduce inheritance tax. They were signing up with their email and about. So that would create them as a lead. And then about 1% of those was converting to wealth management clients. Correct?

[Mohamed]

Paid clients. Yep. So they would either become paid clients on the legal side or paid clients on the wealth management side.

[Kendra]

Okay, and can you tell me just on this specific piece why you stopped there? Was it just not enough conversion? Like, give me your thought process there real quick.

[Mohamed]

So, so we wanted to focus more on the regulated boss management side of the business. So on the legal side of the business it's far, it's far less recurring income, so it's more transactional. Now there are ways in the business model to actually make that a recurring business model. But I'm around 18 months away from that because I need to get additional qualification that I need to be working on and I'm only one qualification away in that regard. So that's filtered into the business model.

[Kendra]

One question here. Legal versus wealth management, that ideal client who has five plus properties, that's more towards the legal side.

[Mohamed]

I would say it's a combination of both because the solutions that we come up with, it has, it has a legal solution. But as part of that legal solution, because what we have to do is create like an a family investment company, a well structured family investment company in the uk and in order to reduce the income tax liability or the corporation tax liability, you also need to set up a pension plan. So you set up something called a SSAS in the uk so it's a small self administered scheme and then you can wipe out the corporation tax profits within that limited company and it goes into to this UK workplace pension scheme known as this sass. And then the underlying monies are then invested in stocks and shares.

[Kendra]

So if we drove leads to this lead magnet and 1% of them converted in wealth slash legal clients, that still wouldn't be enough?

[Mohamed]

No, that wouldn't be enough.

[Kendra]

Okay, right now how many hours a week are you spending on marketing and what do you have available?

[Mohamed]

Yeah, so how many hours are we spending increasing? You know, so I increasingly say to also Prajesh and others, you know, we need to, we need to be a marketing company that gives financial advice. Right. And we need to be a marketing company that gives legal advice. So it's difficult to put a number on it right now. But I would say increasingly so of my time, I would say this week, even probably around five hours this week has gone on to marketing activities. But in the. But when I'm recording shorts or doing podcasts, then that could be easily get to 15 hours, 20 hours just on prep work.

[Kendra]

Okay, Taylor, what's coming up for you?

[Taylor]

I just want to make sure I'm understanding everything clearly here because there are a lot of moving parts. There's kind of the two sides of the business, but then there's multiple segments of people that you're trying to work with. And without fully understanding everything, I, I can tell you a certainty there's probably too many things going on, which is just gonna cause a lot of friction and difficulty with your marketing. So just in general, high level takeaway for you, like the more focused you can get, the easier all of this is gonna become. I love what you said, that we want to be a marketing company that offers financial advice, but then when you said we also want to be a marketing company that offers legal services, like those are two completely different things. Now there, there is a world I'm sure, where they are combined, where we are only marketing to people who need both. Right. They need full service legal help to solve these inheritance tax or corporate tax, whatever these tax issues are. They also need wealth management services on top of that. And we're targeting these very specific people that need both of these services.

[Mohamed]

So our Mark. Yeah, sorry T. So our market is around 300,000 people in the UK. So I know from stats that there are 300,000 people in the UK who are top rate taxpayers. So they earn effectively more than 150 grand a year in the UK. That's effectively our market. So we're only literally going after 300,000 people, but it's 300,000 people who will have income tax issues, corporation tax issues, inheritance tax issues, and near enough, every single one of those will require a combination of legal services and regulated wealth management solutions to resolve a plethora of these type of issues. So you got the tax issue, they got the investment issues, and you got succession planning issues as they need to track transfer that wealth from their generation to the next.

[Taylor]

There are a lot of people in the United States that make a lot of money and have tax issues. I could argue that just everybody who has earned income has tax issues. And I can't target all those people because their tax issues are all a little bit different and there are different paths to solving those tax issues. So sure, 300,000 people have these tax issues, but how many services muhammad are out there for them to go hire a robo attorney or a local attorney and pay them a few hundred bucks to help stitch together a plan to help address this inheritance tax issue? Like, do they need to go pay a premium fee for a full service wealth management legal firm for this? I can't imagine all 300,000 of those people need and want to hire a premium service full service firm like yours.

[Mohamed]

Correct. So you're spot on there as well, Tatum. So I would also say there is, there is a space for DIY investing. Okay. Or getting robo advice. But robo advice would do a small chunk of that bit of work that a private client wealth manager would be able to do. Sure. They'll be able to do the, the risk analysis, put you into the right model portfolio and then the client is really paying only, let's say 50 bips or so. Okay. And hey presto, they go off. Where it really comes, where the, where the tailored vice really comes into play is, is in several different areas. So do a, a decumulation strategy. So when they need to access the various different tax wrappers when they come to retirement, what is the optimum way to actually access the isis, the tensions, the bonds, so forth. Okay. Now the way to actually access that. Okay. Would often be led by which one have you filled up first as well? You need to do that first bit. Well, okay. In order to have a, have a structured decumulation strategy. And the decumulation strategy, we'd argue you need to actually start the planning two years before you retire, which is probably very similar in the US as well.

[Taylor]

Yes, I know where you're going with this. I think we just have to accept that these 300,000 people you identified, a large percentage of them, are never going to want and need your services. And so I think my question to you, and again, that's the same thing here, I can't expect every high net worth retiree to need and want my services and be willing to pay my premium fee for it, which is why there are lower cost DIY robo services out there for them. So I think maybe my question to you is how do we get that 300,000 down to 50,000? Again, you're not going to work with 50,000 people, but you'll work with a small percentage of them. So what does that, what does, what does 50,000 of them look like? Like, if you had to narrow this down even further, what are you really good at helping that smaller segment of this niche do? Like I know there's, you know, decumulation strategies and there's some tax planning strategies, but you meet somebody at a party and you're like, I'm an expert at helping you accomplish this.

[Mohamed]

Yeah.

[Taylor]

And you don't have to answer that now. But I, I think, I think it is worth like figuring out how do we, how do we narrow this down a little bit more? Because 300,000 is, is a lot. And again, we can't expect all those people to be willing and able and interested in hiring us. So it'd be one thing that jumps out. Second, just to make sure I'm understanding too kind of where you want to take this. Are you wanting to market the legal side and the wealth management side separately? Because I think I heard you say we want to set the legal stuff to the side and just focus on wealth management and getting assets under management and just ignore the legal side for now. Was that.

[Mohamed]

Not necessarily, Taylor? So the way I'd look at, look at the business is like a family office. So when a ultra high net worth or a high net worth goes to a family office, they tend to have around 20 million of assets under management. Okay. At that level, they're likely to require a family office to look after them because that family office can actually provide three crucial areas, which is wealth management, succession planning. So the trust, the family investment companies, and then also the accounting services as well. So the accounting compliance services. And that's the type of business that I'm trying to build. And the reason why I'm trying to, I've built this type of business is largely because I, I can see or I've seen the ecosystem radically change because you've got a plethora of DIY investment service providers out there who can really cut out the need for a financial advisor, financial advisors, if you're not, if you don't have the expertise or conversant in a range of complex areas. I think there is a serious job security issue here because the stuff that AI can actually do now, even right now, it can, it can get rid of a big chunk of us from, from the industry and then replace us with a, with a bot and there's a lot that is happening in this particular space. So I'm focused on, increasingly focused on that niche particular area where they have all of these complex areas. And it's going to take a lot longer for AI or Robo advice to actually catch up.

[Taylor]

Sure, I, I love that. What I don't love if I'm being just extra direct is separating these two things and just implementing marketing strategies to attract assets under management. I have an assets under management business. I have a hundred and one hundred ish, 120amazing high net worth retirees as clients. These clients don't need family office services. And if we offered them family office services, we offered them legal, trust and tax, we would have to offer it at a significant discount. And so what you have to be careful with is marketing to these wealth management clients building aum and all of a sudden you wake up and you've got 200 million in AUM. But none of these people need these awesome legal and tax services that you provide. And so I like the idea this is the path you want to go down is pushing these two together and marketing these two together. That we don't just do investing, we don't just do wealth management. Because I just don't think like the short form videos on TikTok are not, are likely not going to attract the complex person with five properties with legal challenges and tax challenges. That's just typically not how those folks find amazing people like you. They're not scrolling through TikTok and like I'm going to hire Muhammad. And so it changes your marketing strategy if you say no. We have a premium service, we offer premium value. We're unique, we work with a very specific type of person. That's going to change how we approach our marketing.

[Mohamed]

Yeah, yeah, no, of course, of course. So the Tik Tok videos and the Instagram videos, they're not jovial at all. Okay. So and that high end of the market, it's very, very niche. So the way I've looked at using the social, various social media platforms, first of all, let's try and expand our reach. Okay. As much as possible and then get them into our ecosystem. Because I've only right mentioned right at the top end of the, of our, of our service proposition. Those are type of our, you know, premium clients as such. Okay. But we're a firm believer in improving financial and legal literacy and we really want people to get their act together literally from when they come out of university. You need to learn really good budgeting skills. Okay.

[Kendra]

So the Ideal client who is going to have multi millions of dollars. Complex scenario, a really good paying client for you looks very different than someone who's just coming out of university. Is that correct?

[Mohamed]

Correct.

[Kendra]

So I think where I'm stumbling with how we approach your marketing in an effective way is, is we need to really narrow in on who we are going after because that's going to change everything here. I know that you're concerned about AI, but the biggest concern I see is that we're targeting like five different client segments because, you know, the video that we're putting on social, if we're targeting someone who's going after, you know, they want a family office approach, our strategy is completely going to differ.

[Taylor]

Yeah, I mean, Mohammed, yeah, you, I mean you just kind of went from like, there's 300,000 people that we could technically help to like now you're casting like this net, like millions of people. And when you say more reach, I'm, I'm with you there. But it's like we need to market to these 300,000 people that I referenced earlier and then funnel them down to the most complex that truly need our services, not go beyond them and go to like 10 million people.

[Mohamed]

Yeah, no, of course, of course. So if we were to stay with that side of the, of, of the market, then I think the question still stands is how many touch points and what type of touchpoints do we actually need to attract that 300,000. So should we like just come off social media and just do, do podcasts? Do we only do ppc? Do we do white label research?

[Taylor]

This is where Kendra and I will go back to kind of our traditional approach to, to marketing, which is we're going to focus on building one single funnel that gets us in front of, let's call it these 300,000 people that have these three pain points that you're an expert at solving. And this is where you have to decide what it is that you love to do. If it is writing, then great, let's build a funnel around writing. If it's the podcast, which you said you're enjoying and having fun with, then let's build the funnel around the podcast. So if we stick with the podcast for a moment, let's just assume that your podcast, the content caters exactly to these complex individuals that own five properties, that have legal issues, that have tax issues and need wealth management advice. I'm going to make that assumption. I don't know if that's true. We're going to assume that this podcast, every episode you Publish addresses that target client. If that's the case and the content's awesome and you're doing everything right there, then the question becomes, okay, how do I get more people just like that to listen to this podcast? And it could be through paid advertisements. Those paid ads just need to be in front of your ideal client and have a strategy for getting those people to listen to your podcast. It could be through search engine optimization. It could be guesting on other podcasts where your ideal client lives to get visibility to your show. But if we're going to commit to the podcast, then everything that you're doing is, how do I get more of my people to listen to my podcast? That's it. We're not going on TikTok and recording videos or anything else, because that's not going to really support our podcast. It's like, for a focus on the podcast, how do we get more people to listen to the podcast? If it is social media, and that's what you decide, and you. You've proven that your ideal client lives on TikTok or Instagram, whatever. Choose one of those platforms and then it becomes, okay, how do I get more of my people to watch my TikTok videos? But it's hard to do all these things. It's hard to be writing these things and recording over here and doing video and, like, it's just too challenging. So we do have to pick one single awesome thing to do on an ongoing basis and then put our heads together and say, just, how do we get more people to that thing?

[Mohamed]

Okay, I like that. So focus on a podcast. But really target down, really niche down.

[Taylor]

Because, like, the numbers, the numbers don't matter. You have a million subscribers. But if it's just a million random people, then how is that serving you? So I'd rather you have, you know, 5,000amazing listeners who are exactly who you do your best work with, and you only need a tiny percentage of them to raise their hand and reach out and want to work with you. Yeah, but you know that every single one of them that's listening to you and every single one that does reach out to you matches exactly the type of person you do your best work for. They have the complexity, they have the needs. They're willing to pay for professional services. So I wouldn't get stuck on how large your audience is. You might find out your audience is actually pretty small. That's not a bad thing.

[Mohamed]

Okay, so in order to push out the podcast, Taylor, you mentioned, like, you can do SEO work, but is there anything Else, and also, like, how much time should we be spending on marketing per week?

[Taylor]

The most effective and efficient way to grow your podcast is to go on other podcasts. It's really hard to move people from video to podcast or from reading an article to podcast or from SEO to podcast. It's more challenging. So if you really want to do this the right way and you want to do it quickly and effectively, you would find podcasts out there where their audience more or less looks like your target audience. And you got to construct a strategy to either cold reach out to these folks to pitch yourself onto their show, or maybe you have some friends in the podcasting world, or maybe you hire an agency to book you on these shows. But that would be the fastest path. Now, once you get the opportunity to go on one of these shows where your perfect client consumes information, now we have to think about how are we going to show up to the show. And how we want to show up is not to tell our life story and our career story or our philosophy on life and investing. It's. You're going to focus on one single pain point that you help your client clients solve. It might be, you know, the 10 ways to reduce inheritance hacks, and you're going on a podcast to talk about those 10 ways, and you're adding incredible value. And then you're telling that audience, like, hey, if you want to learn more, you can go download this free thing. Or if you're looking to hire somebody like me, go here to learn more. So you're going to capitalize on these opportunities?

[Mohamed]

No, I never actually thought of hiring an agency to become a guest on other people's podcasts.

[Taylor]

It's expensive.

[Mohamed]

Yeah.

[Taylor]

Not cheap, but they're out there.

[Mohamed]

Okay. So you can borrow their audience effectively.

[Taylor]

Right. And so, I mean, my path, I've got a pretty large podcast, and my path to growing it was to really get ingrained in the podcasting world. So I was going to podcasting conferences. I was befriending other podcasters. And so now, like, my best. Some of my best friends are retirement podcast hosts, and we share our audiences with each other and we've built our audiences together, and it was a great way to grow. So I didn't. I didn't pay for anything. So you can do it organically. Just takes longer, or you can certainly pay an agency to. To help. But just don't forget that, like, once you get that opportunity, we want to capitalize on that. So I'll take my words back from earlier. I got a Little sidetracked. If we're focused on building our podcast, when we go on other people's podcasts, the, the simple call to action. Again, we're going to add massive value. And then the call to action is like, hey, by the way, if you like what you heard here, I have a show where I talk about this stuff every single week. Go check it out.

[Mohamed]

Yeah, great. Fantastic. What would you say in terms of time per week spent on marketing?

[Taylor]

As much as you need to spend, I guess is the answer. I mean it's essentially my full time job. I mean as you get busier, which I know you got a comment in your notes, like we're kind of hitting that point. It sounds like you might need to, you know, hire some people to support you so you can spend more and more of your time. Like the more time you can spend on this stuff now, your time should really just be spent on creating the content. Right. Your time probably shouldn't be spent on, you know, cold emailing people to try to get on podcasts. So I don't know the exact answer to that. I try to spend as much of my waking hours to marketing.

[Mohamed]

So that resonates every word with what I said earlier then in terms of we need to be a marketing business that does.

[Taylor]

Oh, totally. Yeah, but, but not a marketing firm that just throws spaghetti at the wall all day long.

[Mohamed]

Like, yeah, totally.

[Taylor]

You know, Mohammed's going to pour everything into this podcast and we're going to niche down and focus on this one single, you know, ideal client. One thing I want to throw out there might take us in a different direction. I'm not sure is who's your biggest competitor? Who are your top three competitors that do exactly what you do? Do you know who that is?

[Mohamed]

When you say biggest competitor, you're just talking about generally giving, giving private client advice.

[Taylor]

Right.

[Mohamed]

Within our.

[Taylor]

There has to be at least a few other firms out there that offer legal, tax, wealth management services all in one.

[Mohamed]

Totally. So. So I would, I would look at larger banks. Okay, so we're looking at coots in the uk. We're looking at Rothchilds as well. Private client, family office, we're looking at them. We're also looking at, that's really at the top end. We're also looking at the medium tier end which is changes place. Whilst then we're also looking at new emerging businesses who have been very successful internationally. The likes of Hoxton wealth, they're also very, very strong in this space. You're also looking at the likes of Charles Stanley they're also big in this space as well.

[Taylor]

Awesome. Yeah, I would study the hell out of those people. Like, what are they? What? Yeah, what are they doing? That's where you don't have to copy their playbook necessarily. But I think you could learn a lot, especially if these businesses are successful and you want to look like them someday. Like, what are they doing that they're having success with? And that can help shape a lot of this marketing as well and help get you focused. Yeah, you know it. Are those companies doing short form videos on TikTok?

[Mohamed]

Like, no, not all of them. Not some of them are. The newer ones are. And very successful. Hoxton. Very successful on LinkedIn. Great presence. Okay. Great podcasts as well. But the top end. No, they're not. That they've built up like intergenerational wealth over a couple of hundred years. Right. That families have come on board and they've retained that family off of these very, very large. Yeah, family office businesses. That's more like aspirational. Right. But it's the new emerging businesses that I guess within the last 50 years or so that I'm king to lap model.

[Taylor]

Kendra, what's swirling around on your end?

[Kendra]

You know, my thought is you asked us your big question is how many touch points does it take to convert cold leads into qualified clients? That's a, you know, a really interesting question worth answering after a conversation here. I think a better question to ask is who are you targeting? What client segments can you cut off and what marketing activities can go off because you don't earn opportunity for multiple touch points until we get in front of the right people. So, for example, when we talked about your ideal client, you gave us four or five. And I think we did some good work here to narrow that down. And when we think about those premium, ultra high net worth clients, that will completely change the marketing strategy as well. And it's really important from our perspectives, and I think Taylor would agree that we want to build your marketing funnel in a way that you feel excited to invest your time and your interest. So we're really looking at your avatar, your channel, and then your funnel. And once they're in your funnel, then we can talk more about converting cold leads into qualified clients. So those are kind of a couple things coming up for me. I think the biggest opportunity for you is to just get really, you know, take that 300,000 people that you were talking about. How do we niche that down to 50,000 people and get outrageously clear because I think you're going to really struggle to see the success you deserve without getting clear on that. Because it's going to impact even down to your podcast. You know, if we go and look at your podcast right now, in the first episodes you've published, does it really dial into that 50,000 people audience? And then even if we go a level up and we put you on another podcast, is that audience aligned with who you want to speak to on your podcast?

[Mohamed]

Yep.

[Kendra]

So those are kind of a couple of things that are coming up for me, Taylor, kind of. What are your takeaways and thoughts here?

[Taylor]

Yeah, I think it is a really good question. Touch points, for sure. And as you stitch together the marketing funnel, you start to count those different touch points. How many podcasts am I guesting on each week? How many people is that reaching? How many people end up shifting over and subscribing to my show? How many episodes am I producing per week or per month? How do I move them from my podcast to my ecosystem? As you can start to, like, count all these different touch points as you build out this single podcast marketing funnel, I think right now the better way to answer it is after getting clear, like, the amount of time it might take. And I would just commit to. If you get really focused here on your ideal client and the service model for them and the marketing strategy, I would commit to it for two to three years. And so, like, take two to three years of attacking this funnel before you're like, we've got it all figured out. It just takes time. You're eight episodes in.

[Mohamed]

Yep.

[Taylor]

I mean, it's probably going to be a hundred episodes before you feel like, all right, like, we've got this, you know, so I wouldn't think like, you know, X number of touch points. And then, and then, you know, we've got our business. I think we have to make sure we're targeting the right person. We're very clear on who we're targeting. We have a very clear, concise marketing funnel. And then we're just committed to it because I don't want you to go and do this. And then six months later, you're like, hey, Taylor, we tried this for six months and nothing worked. Because I would immediately say, well, you need to give it three years. Like, this stuff takes time. If I look at my podcast analytics, it took me almost to the day, exactly three years for that hockey stick moment to happen on the show. And so there's a lot of actually, like, data and research done on this three year rule when it comes to marketing, and a lot of growing a business, all sorts of things. But it does take time. So once we're confident in the plan, we just have to stick with it. We can't just, like, throw spaghetti at the wall and do a bunch of things and hope it works.

[Mohamed]

Yeah, no, I like that. I like that. No, yeah. I'm very much into this space for the long term, and I don't want to rush success. Yeah, I need to be agitated enough to do stuff, but patient enough to see it all through without making mistakes.

[Taylor]

Well, you sound like you're approaching this really intentionally. You're asking really, really good questions. It sounds like you have a really unique business model and there's a lot of great things going for you. Like, I really just appreciate you bringing all this to the table and having this conversation and being open and vulnerable, so thinking and you've had success, so you're doing all the right things. And we sometimes just sound like broken records. It's like, gotta get focused. But it's true. Like, we. We have to get focused.

[Mohamed]

Thank you very much, Taylor. Thank you very much, Kendra. Your insights have been really, really helpful.

[Kendra]

All right, well, thank you for joining us today. Here is how we have rebuilt your marketing funnel and just one of the paths you could take going forward based on the conversation we had today. So for you, your top of funnel would be guest podcasting on other audience or other podcasts who have your ideal audience. When you go on that show, the core action you want to take for the call to action is to get them to come check out your show, your podcast, which will be your middle of funnel, where you're going to build trust over time with the kind of audience you want to serve. And then your bottom of funnel is just going to be inviting those podcast listeners to your sales process. Now, there's a couple action items here that pull all these pieces together. First, we're going to go 30,000ft up and we're going to really look at what is the most profitable and promising ICP ideal client among those multiple segments that you're willing to go all in on. This is going to help us also cut a ton of marketing activities. So, you know, we bring that 300,000 audience down to 50,000 people. We really dial in those three core pain points that you solve better than anything else. And then we're going to build a podcast funnel and something that's really important about this, and I want to make sure you didn't miss this and our listeners didn't miss this, that to make this funnel work Your podcast will have to speak very specifically to that narrow audience. So when we read your podcast titles, it should be very clear who it is for and who it is not for. Now we have an episode that we did that I think will be really valuable for you or anybody else who feels like, hey, I'm putting good content out there, but it still isn't bringing in the right clients. We did a whole episode on that. It's why Great content still isn't bringing in the right clients. And that's going to be very specific to that podcast attracting your ideal client. So with all those marketing activities you have going on, you have ads on Facebook and Instagram, you've got the podcast, you've got these shorts on Instagram and TikTok, we can cut almost all of that. So let's get back a bunch of your time. Let's focus on building a podcast funnel, knowing that it's going to take you probably three years in a very narrow segment, get you on other podcasts to build that. And then I believe if you give the time and patience and you narrow the funnel with the ideal client and the content, we expect that to start to bring results over time. And it is going to take time, but that's what it looks like to focus your marketing efforts and your funnel. And then we start to really get into how many touch points does it take to convert people to prospects.

[Mohamed]

Okay, nice. Cool. Got that.

[Kendra]

All right, for everyone listening, this is a really, really popular problem. Why isn't the content that you're putting out there bringing qualified people to your calendar? So if you want to dive deeper on that, check out the episode we did with John Gigliello. It's called why Great Content Still Isn't bringing the Right Clients In. I think it's going to be really eye opening on how your ideal client flows down into all of your marketing content. And for everyone listening, thanks so much for checking out this episode and we'll see you next week. 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.