1. BLUEPRINT
TO ONLINE
SUCCESS:
How to roll out a new
digital marketing program

2. Advisor Websites is a global software leader providing
website and digital marketing solutions for the financial
services and insurance industries. With a multi award-
winning platform, Advisor Websites partners with its
customers to create and maintain an exceptional and
compliant digital presence that turns online traffic into new
business. Advisor Websites partners with more than 125
financial institutions across North America including Sun
Life, Investors Group, LPL Financial, New York Life and
major custodians like TD Ameritrade, Fidelity and Charles
Schwab. Advisor Websites empowers more than 6,000
financial service professionals to engage new prospects
and clients online with a results-focused, mobile responsive
website. Advisors receive education and training on digital
marketing best practices, have access to a library of
pre-approved content and more than one dozen custom
integrations including Salesforce, Redtail, Hootsuite,
Mailchimp and Riskalyze. With an enterprise platform built
at its core, Advisor Websites is designed to meet the legal
regulatory compliance and security rules and policies that
guide the financial industry.
Advisor Websites is a Strategic Partner of the Financial
Planning Association, and participates as a sponsor and
speaker at many industry events such as the FPA Business
Education conference, and TD Ameritrade Annual. Named
a 2015 Best Service Provider by Wealth Pro Magazine, and
a 2015 Best Place to Work in British Columbia, the company
is headquartered in Vancouver, Canada.
Loic Jeanjean
Director, Sales and Marketing
1.866.638.0273 x212
For more information contact:
1
About
Advisor Websites

3. What is
?
Advisor Websites is the
easy-to-use, compliant
website solution for
financial advisors. We’re
experts at financial web
design and work with
thousands of advisors
across North America to
build and maintain a website
that achieves results (think:
new leads and happier
clients).
With Advisor Websites,
you can:
Build and publish a
website you love
Be fully compliant online
Login and customize your
content anytime
Integrate your website
with tools you’re already
using
What is
?
Try Advisor Websites
Free for 30 days
Advisor Websites is the
easy-to-use, compliant
website solution for
financial advisors. We’re
experts at financial web
design and work with
thousands of advisors
across North America to
build and maintain a website
that achieves results (think:
new leads and happier
clients).
With Advisor Websites,
you can:
Build and publish a
website you love
Be fully compliant online
Login and customize your
content anytime
Integrate your website
with tools you’re already
using
2
Book a Demo

4. 3
Table of Contents
Introduction
Why it Matters
Obstacles to implementing a
system-wide Web Marketing Program
8 Key Steps to a Successful Web
Marketing Program Roll Out
Step One: Proof of Concept (CLOSED BETA)
Step Two: Build a Team of Champions
Step Three: Ensure Their Success
Step Four: Build a Case
Step Five: Formalize Training
Step Six: Build up to the Roll Out
Step Seven: Re-inforce the Value
Step Eight: Monitor, Measure, and
Improve Performance
How can we help?
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5. 4
Introduction
With its far-reaching implications for advisor retention,
advisory firms are beginning to explore ways to close the
gap between their current web marketing policies and the
most essential needs at the advisor level. Firms intent on
moving their advisors to the forefront of digital marketing
technology need a plan for rolling out a compliant-ready,
enterprise-wide web marketing program.
Who is this Guide for?
Marketing, Distribution and Technology Officers of Broker-
Dealers, Custodian and Advisory Firms along with any
stakeholders in Advisor Growth and Retention

6. “...30 percent of advisors who left their IBD within the past three
years indicated that technology was a factor in their decision; yet
it ranked as the second most important factor for those thinking
about defecting in the next year or two.”
- 2014 Independent Broker/Dealer Report Card
5
Why it Matters
Although the surge in advisor defections has subsided
somewhat, broker-dealers and advisory firms are still
struggling in their retention efforts on several fronts.
Unquestionably, compensation issues get the most
attention by firms and advisors alike; however, closing in
quickly are technology factors as a primary motivation for
switching firms.
According to the 2014 Independent Broker/Dealer Report
Card, just 30 percent of advisors who left their IBD within
the past three years indicated that technology was a
factor in their decision; yet it ranked as the second most
important factor for those thinking about defecting in the
next year or two.
Chief among the concerns of advisors is their ability to
personalize technology solutions to meet their specific
needs. Of course, this applies to all facets of the
technology platform; however, for an increasing number
of advisors, the inability to establish their own brand and
market to their constituents via a comprehensive digital
strategy is a growing concern.

7. 6
An increasing number of IBDs and other advisory firms
are beginning to recognize the disconnect between their
current web marketing policies and the most essential
web marketing needs at the advisor level. According to a
survey conducted by Advisor Websites, 74 percent of
head office personnel from among 13 IBDs agreed that
digital marketing capabilities are key to their advisors’
success. Yet, 47 percent reported that less than half of
their firm’s advisors currently have a website and only 12
percent felt that their advisors have the tools they need to
succeed online.
Of the advisor websites currently in place, many are
very outdated, which poorly reflects the advisor and the
firm. All of this represents a very significant void with
serious implications for advisor retention over the next
couple of years.
Advisor Websites 2013 Digital Marketing Survey*
*Partial Results displayed above- See full results here

8. 7
Obstacles to implementing a
system-wide Web Marketing Program
Of course, firms are also well aware that you can’t simply
snap your fingers and have a fully implemented, advisor-
based, web marketing strategy. The obstacles, while not
insurmountable, are formidable, requiring a dedicated
strategy, an investment of resources and the willingness to
embrace the new digital age of marketing. Certainly, there a
several challenges to overcome, not the least of which are
compliance barriers; however, with new technologies and a
better understanding of the digital marketplace, they can be
reduced to small road bumps.
Aside from compliance barriers, there are at least two other
potential obstacles that can undermine the implementation
of a web marketing platform:
Missing from this list of usual suspects in a new
technology roll out is the common obstacle of change
resistance, which is always a major hurdle to clear. Why?
It’s because, in the case of a system-wide, compliant-ready
web marketing program, it is the change most advisors
have been waiting for.
Following the best practices of other firms which have
implemented a compliant-ready web marketing program for
their advisors, IBDs and advisory firms can minimize waste
while developing user-champions who can lead the charge
for a successful rollout.

9. 8
What you learned from our previous e-guide
In our previous ebook: Step Into Digital : How to Position
Financial Advisors for Online Success, we outlined the
essential components needed for an effective digital
marketing strategy:
Fresh, compelling, and original digital content
Integrated Social Media
Responsive Design
Broker-dealers and advisory firms intent on moving
their advisors to the forefront of web marketing need to
partner with technology providers that can assist in the
development and delivery of a comprehensive digital
strategy that includes responsive websites, integrated social
media, content creation as well as the training, coaching
and resources to implement it.
What you will learn in this paper
IBDs and advisory firms are no strangers to technology
roll outs, so it isn’t the purpose of the paper to rehash
well-established implementation guidelines; rather, it is to
highlight those facets of a roll out that can have the greatest
impact in launching a successful web marketing program.
As with most roll outs, the focus should be on training and
communication, starting with a small control group and
expanding the roll out as success benchmarks are met.
We’ll take you through the eight critical steps of a web
marketing program launch designed to fully prepare your
firm for a successful system-wide roll out.
Essential Compenents needed for an
effective Digital Marketing Strategy

10. 9
8 Key Steps to a Successful Web
Marketing Program Roll Out
Step One: Proof of Concept – Closed Beta
Once an advisor website prototype (or two) has been
developed, it has to be tested, scrubbed for bugs, and
evaluated by IT and a control group of end-users. The
website provider should lead in this effort with installation,
onboarding, training, monitoring and technical support.
IT and end-users should follow a systematic process to
address established evaluation criteria, including:
Advisor personalization – ease with which advisors can
add their own branding, content and applications
Usability – includes navigation, speed,
reliability responsiveness
Search optimization – includes code efficiency,
key word relevance, use of graphics
Visual clarity and consistency – appealing layout,
proper use of white space, consistent color template
Error prevention – appropriate error messages displayed
Feedback – mechanisms in place for visitor to provide
feedback; feedback responder mechanisms in place
Analytics – ease with which user can access
data and analysis

11. 10
Step One tasks to be completed:
Working with your web marketing provider, a beta
version of the advisor website is developed around
your specifications along with close-support training to
be conducted by the provider.
A closed- beta team of 2 to 5 advisors is selected to
validate the concept of the platform.
Training and results are closely monitored and
documented by the provider and internal
implementation team.
Benchmarks are established for next phase of the roll out.
Step Two: Build a Team of Champions
The quickest way to achieve large scale adoption of any
new technology is by demonstrating results. For those
results to carry any weight they must be achieved by
actual end-users whose influence also carries weight.
Pilot programs are essential for continued evaluation
and refining the elements of an enterprise-wide launch.
Crucial to the pilot’s success is the makeup of its
participants who are relied upon to champion the
new program to wary, potential users.
8 Key Steps to a Successful Web
Marketing Program Roll Out

12. 11
Step Two tasks to be completed:
Identify and recruit a pilot group consisting of the beta
team, top producers, early adopters and other invested
advisors.
Communicate the firm’s vision and strategy for the web
marketing program, and how it will benefit the advisors.
Gain commitment.
Conduct a formal training workshop developed by the
provider and the internal implementation team.
Utilize a detailed implementation checklist to onboard the
users, monitoring their progress throughout the process.
Step Three: Ensure Their Success
While some may view it as “stacking the deck”, pilot
participants must be given every opportunity to succeed,
which usually entails providing whatever support is
necessary to that end. However, pilots are also laboratories
where theories are tested and new formulas for success are
discovered; so they require a constant input of resources
until success is achieved. More importantly, the high level
of interaction with participants ensures a constant stream of
feedback which is critical to the refinement process.
8 Key Steps to a Successful Web
Marketing Program Roll Out

13. 12
Step Three tasks to be completed:
Provide access to technical support as needed.
Conduct weekly feedback sessions: What’s working,
what’s not working, how to make it better. This increases
their stake in the success of the program.
Assist team in the application of advanced features
such as adding a blog, integrating social media, posting
podcasts, setting up email notifications, etc.
Step Four: Build the Case
Aside from building a team of fanatical champions, the most
important objective of a pilot is to build a case that will win
over all of the stakeholders, not the least of which are the
CIO, CMO and the CFO.
Step Four tasks to be completed:
Collect all data, including website analytics, onboarding
benchmark data, soft data (i.e, client and prospect
interactions, client feedback, etc).
Project ROI based on trending analytics and
expectations.
Utilize industry metrics and survey results to extrapolate
results based on expected utilization (i.e., client
interactions, leads generated, new business, etc).
Present the case to the firm’s stakeholders.
8 Key Steps to a Successful Web
Marketing Program Roll Out

14. 8 Key Steps to a Successful Web
Marketing Program Roll Out
13
Step Five: Formalize Training
The laboratory experience of the pilot should reveal the
key factors that are essential to successful onboarding and
training of new users. A high quality website provider will likely
have an onboarding and training template; however, in this
step, you will want to work with them to , develop a training
and education curriculum tailored to your operational and
cultural needs. It should include:
• The essentials of an advisors digital marketing strategy
(creating content, social media integration, client or prospect
interaction, etc.)
• Detailed onboarding process from signup to website launch
• Close-support training on launching and personalizing the
advisor website Compliance procedures
Step Six: Build Up to the Roll Out
A successful pilot manned by a team of champions will always
generate some buzz. Before the buzz get’s too loud, the
firm should launch a formal communications plan to keep all
advisors apprised. A well-conceived communications plan
should set the right expectations
while building excitement for the coming technology.

15. 14
Step Six tasks to complete:
Create a communications plan for the rest of
the advisors to include:
Announcement of the pilot and its objectives.
Share the firm’s strategy to help get all of its
advisors web-wired.
Share early success stories and case studies.
Plan a firm-wide roll out presentation (to be showcased at
a national conference or through special webcasts).
Announce schedule of formal training workshops.
Step Seven: Reinforce the Value
Post-launch communication is critical in order to maintain
adoption and utilization momentum. At best, the adoption
of new technology is uneven with some users achieving
rapid success, others struggling to turn it on; and the rest
somewhere in between. Users and stakeholders need to
be reminded of the ROI that can be achieved with
full utilization.
Step Seven tasks to be completed:
Communicate the program’s value through company
newsletters and conferences
Present best practices and success stories
through webinars
Conduct advanced web marketing training adding
new features
8 Key Steps to a Successful Web
Marketing Program Roll Out

16. 15
Step Eight: Monitor, Measure and Improve Performance
Once a new technology is launched, there is nothing more
important than monitoring, measuring and analyzing results.
Web technology is constantly changing as is the behavior
of web users which is the primary reason to monitor and
measure – to ensure optimum performance of your web
platform. However, critical to the ongoing success of an
enterprise-wide website program is the individual success
of each of the advisor-users. Working with the website
provider, advisors can learn from the analytics how to get
the most from their website.
Step Eight tasks to complete:
Monitor and measure performance based on established
benchmarks.
Schedule performance reviews with your provider at least
once per quarter.
Using feedback and performance measures, find ways to
add value to the program each year.
8 Key Steps to a Successful Web
Marketing Program Roll Out

17. Planning, implementing and managing the successful
rollout of a digital marketing program is challenging at
best. As with most technology deployments, there is little
margin for error. The good news is most advisors would
welcome an initiative to help them build an online brand;
so, as long as the new program meets their need for
personalization, user experience, social engagement, and
quality content, there’s little downside in terms of change
management.
With our scalable enterprise platform, you can now offer
your financial professionals a compliant, user-friendly and
fully customizable online experience, without the hassle
and hefty price tag of traditional enterprise applications.
Picking a new enterprise solution is hard! At Advisor
Websites, we work closely with Broker-Dealers and
Insurance Firms to create a shared vision, aligned with
your goals. Our expert team of account managers,
technical designers and dedicated support ensure that
your transition is smooth, fast and painless.
Join the 150+ financial institutions already trusting Advisor
Websites (including LPL Financial, Cetera, New York
Life,TD Ameritrade, Fidelity and Sun Life)
Get in touch with us or call 604-800-1667.
How Can We Help?
16

18. 17
Try Advisor Websites
Free for 7 days
Advisor Websites is the
easy-to-use, compliant
website solution for
financial advisors. We’re
experts at financial web
design and work with
thousands of advisors
across North America to
build and maintain a website
that achieves results (think:
new leads and happier
clients).
With Advisor Websites,
you can:
Build and publish a
website you love
Be fully compliant online
Login and customize your
content anytime
Integrate your website
with tools you’re already
using
Try Advisor Websites
Free for 30 days
Advisor Websites is the
easy-to-use, compliant
website solution for
financial advisors. We’re
experts at financial web
design and work with
thousands of advisors
across North America to
build and maintain a website
that achieves results (think:
new leads and happier
clients).
With Advisor Websites,
you can:
Build and publish a
website you love
Be fully compliant online
Login and customize your
content anytime
Integrate your website
with tools you’re already
using

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All rights reserved.