Matt Halloran on Micro-Influencing

Show Timeline: 

1:42 What Matt and the team have been working on for advisors
5:48 Matt explains the concept of a micro-influencer
8:04 Step by step process for becoming a micro-influencer
13:10 An example of an advisor’s podcasting progression
15:42 The importance of choosing the right podcast topics and finding your voice
18:36 The benefits of outsourcing your podcast production
22:56 Transitioning from being a podcaster to a micro-influencer
28:20 How to use micro-influencing to generate referrals

Links:

Website: www.TopAdvisorMarketing.com
LinkedIn: https://www.linkedin.com/in/matthallorantam
Podcast: https://topadvisormarketing.podbean.com/
Twitter: https://twitter.com/matt_TopAdvisor
Books: The Social Media Handbook for Financial Advisors, The 99 Best Ideas for Financial Service Professionals to Use in Their Practices

Want more?

Stephen Wershing: www.TheClientDrivenPractice.com/checklistblog
Julie Littlechild: www.absoluteengagement.com/blog

Episode Transcript:

Julie Littlechild:
Welcome to another episode of Becoming Referable, the podcast that helps you be the kind of advisor people can’t stop talking about. I’m Julie Littlechild, and this week, Steve and I are thrilled to be talking with Matt Halloran. Matt is the CEO of Top Advisor Marketing, and he’s the voice of the Top Advisor Marketing Podcast. He is also a repeat visitor here on our podcast.

Matt always has great insights, but we really wanted to talk to him very specifically about a really interesting idea called micro-influencing. Matt will walk us through a clear blueprint to drive more referrals by focusing on how to attract, intrigue, engage, and influence the people with whom you want to work, and he focuses quite specifically on how you can use podcasting as well as some other vehicles to make that happen. It turns out, that’s not nearly as scary or difficult as you might think when you have experts like Matt and his team to guide you through the process and do the heavy lifting.

I was particularly interested to hear what Matt had to share about how to use LinkedIn to its fullest potential, to nurture relationships and to drive growth. With that, let’s get straight to the conversation with Matt.

Steve Wershing:
Matt Halloran, thanks for joining us, and welcome back to the Becoming Referable Podcast. How are you?

Julie Littlechild:   
You are a two-time guest-

Steve Wershing:
That’s right.

Julie Littlechild:
… on the podcast.

Steve Wershing:
We can’t get enough of you.

Matt Halloran:   
Well, Stephen has been on mine twice now. We got to have you back, Julie, so that we’re all two-timers.

Steve Wershing:
Because it’s all about parity. Yeah, right. Exactly.

Julie Littlechild:     
We’re all two-timers, all right.

Steve Wershing:
Matt, technically you’re the CEO of Top Advisor Marketing, and so what’s new at Top Advisor? There was one project that you’re working on that we really want to talk with you about, that caused us to want to have you back on the show today. But what’s going on in general?

Matt Halloran:  
Well, what’s going on generally is Kirk and I really took a big step back and we were like, “Facebook’s not working.” All right. We started there, as kind of a brutal premise. When I wrote the Social Media Handbook for Financial Advisors, well, probably almost half of the book was on Facebook because of the power of it. Then when Zuckerberg got yanked to Congress, basically what happened is he didn’t help us as consumers, but he just screwed businesses. So the psychographics and demographics, and it’s now all pay to play, and it is expensive for financial services professionals to truly utilize Facebook accordingly, right, to really generate business. Plus, they have a three-phase process now that you have to go through, and if you don’t follow those three phases, their algorithm kicks you.

So we’re like, “Man, this just isn’t working. We have advisors who are kicking great podcasts out and all this great thought leadership.” We’re like, “What do we do? How do we take Top Advisor from zero to over a million-dollar company?” Well, guess what? We use podcasting and we use freaking LinkedIn. That was it. That’s really this whole new thing that we’re offering.

Read More