074 - Robert Sofia: What Your Brand Should Say on Social Media
What does it really mean to be authentic on social media? For financial advisors and for any company brand, this is a common piece of advice but it’s not always clear how to walk the walk.
Robert Sofia is the Founder and CEO of Snappy Kraken and has over 20 years of digital marketing experience. Among marketing automation programs for financial advisors, Snappy Kraken is ranked #1 in customer satisfaction and is also the fastest growing according to the 2020 T3/Morningstar Advisor Technology Survey.
Robert and Emily Binder discussed what it takes to make your brand stand out on social media.
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Emily asked Robert what it sounds like when an advisor has a unique voice on social media and how this can carry over to other marketing like email.
Robert also revealed some surprising advice on email marketing based on his firm's analysis of over one million emails. The episode wraps up with some key tips that financial advisors and all businesses need to know about the kind of brand personality that makes marketing successful. Get some valuable advice about marketing your business on social media and share this episode with a colleague or friend who could benefit.
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“He’s not intimidating. He’s fun, so is our culture. We’re snappy, we make things happen quickly.” - Robert Sofia on the character and brand design of Snappy Kraken.
Topics and timestamps:
01:24: Meet Robert Sofia, CEO of Snappy Kraken. How did Robert get started in marketing, and what was the inspiration for Snappy Kraken? Robert entered the financial industry in 2004 and noticed a marketing vacuum. He was inspired to shake things up and provide marketing guidance for financial advisors.
02:59: There is a lot of "copy and paste" marketing advice in the financial industry since the early 2000s. Why is that a problem? It creates a flat playing field where no individual can possibly stand out.
04:32: Competing factors for the psychology behind marketing decisions in the financial landscape: lack of creativity, social pressure from social media, and trusted brands serving as a “safeway”.
06:30:
What does it mean to be authentic on social media?
We are often afraid to be our true selves because it’s vulnerable, but this is the most effective way to present your brand on social media because you’ll attract the right people. Click here to skip to this part of the video.
07:56: Should you customize your brand's voices, tones, or content based on the platform you're using How can you analyze when you're mastering one channel over another?
"It depends so much on context, and what works in one context or maybe even one period of time, may be different in another context or another period of time. It could even be on a different channel; it will completely flop, where it thrived on one." - Robert Sofia
09:49: Snappy Kraken's most recent study analyzed over 5 million data points to test the different design and strategic components of email marketing. They were able to translate that data to other platforms and optimize their social channels and landing pages and improve their strategic decision making.
"When there's true uniqueness and creativity combined with solid data, that's when marketing magic happens." - Robert Sofia
10:55: The secrets to optimizing your email marketing templates: buttons or no buttons, CTAs, and more.
12:05: Robert answers the question once and for all: Is email still an effective marketing channel? Yes.
"When we look at every single marketing channel, and we analyze the performance and response rates, invariably, the highest ROI is coming from building and nurturing an email list over time, and the actual highest response rates and click rates are coming through email." - Robert Sofia
14:29: Spam gives email marketing a bad name, but if you focus on the value and advice you're providing your audience, you will be able to keep and grow that audience. Make sure there is a valuable service, solution, or advice in every email you send.
Snappy Kraken uses the data it collected in their own data analysis to continuously improve their landing pages, social media, and more.
16:00: What does it mean to create a unique brand, and how can you make yourself stand out? Let's face it; it's hard to cut through the noise. Managing your marketing tactics can leave little time to dedicate to your strategy.
23:00: So, why the name "Snappy Kraken"? How did Robert find the symbol for his brand? What are some examples of other companies that haven't taken their branding so literally in the financial world? Lighthouse, anchor, and tree logos no more!
"We built the brand; we built a character that was different, but still had a story." - Robert Sofia
Books and Apps Robert Recommends:
Book: Principles by Ray Dalio
Podcast: The BeanCast (hear Emily’s latest appearance on Bob Knorpp’s top marketing and advertising podcast in Beancast episode 593: The Quibi Dilemma and hear more BeanCasts with Emily Binder here)
Robert Sofia, Founder and CEO of Snappy Kraken, has over 20 years of digital marketing experience and listens to book summaries on Blinkist in his free time.
Connect with Robert Sofia:
Twitter: @robertsofia
Connect with Snappy Kraken:
Twitter: @SnappyKraken