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Jay Palter is a digital business strategist, specializing in the strategic use of social influencer networks for building online visibility and brand. He is a sought-after public speaker, columnist, and also publishes an annual list of top Fintech influencers that is considered one the most authoritative in the industry.
Takeaway Quote:
“This is a strategy in a business where authority matters… a strategy of trying to articulate your perspective and your unique point of view.”
Show Timeline:
1:54 An overview of Jay’s work, and discussing digital vs. traditional media
How both types of media are being consumed today
4:16 How the digital world is changing the nature of marketing
Thinking about marketing by engaging and interacting within communities
8:11 Introduction to influencer marketing
How this new marketing form can be applied to the advisory world
9:42 Ideas for finding the right influencers
Taking advantage of accessible tools and analytics to focus on people who are relevant for you
13:57 Examples of advisors successfully building their influence online
Thoughts on how to become part of this community
17:02 Understanding if this approach is right for you
Different personality types and who can truly thrive in this space
20:17 Getting started in making connections
Making content creation less daunting, and how to share content that resonates with audiences
25:11 Why it’s critical to build these practices into your schedule
Keeping your finger on the pulse of your networks
28:16 Why this can be, and should be, a team activity
What can you delegate and where is your voice required
31:32 The connection to referrals
Jay’s own experience and the unexpected ways in which this approach can make you referable
Links:
Website: www.jaypalter.com
Twitter: https://twitter.com/jaypalter
LinkedIn: https://www.linkedin.com/in/jaypalter/
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 on this week’s show Steve and I are joined by Jay Palter, who’s the CEO of Jay Palter Social Advisory.
The work that Jay does includes digital media consulting, both for businesses and for their leaders, with a focus on the finance and technology industries. He helps his clients understand how to leverage social networks to build brand visibility, authority, and influence. And to that end, he provides content marketing and curation, coupled with strategic outreach and engagement of key industry influencers.
Steve and I talked to Jay about the very important differentiators between digital and traditional marketing, and dive deep into a really fascinating discussion on influencer marketing. We asked Jay to shed a little light on why and how advisors can use this strategy, and we talk about the future of digital marketing in the industry. And as always, tie all of that right back to how it can make advisors immediately more referable. And with that, let’s get into the conversation.
So Jay, welcome. Great to have you here today.
Jay Palter:
It’s great to be here.
Julie Littlechild:
Jay, I have known you for many years … and I should say, just to begin, it’s Jay’s fault that I do a blog every week. Entirely Jay’s fault. He harassed me for long enough to get that going and look at me now, so thank you for that. I appreciate it.
Steve Wershing:
Yeah, all of us dedicated readers thank you for that.
Julie Littlechild:
Look Jay, I wondered if you could just start by telling us a little bit about the work that you do just to give listeners some context.
Jay Palter:
Yeah. I focus on digital media social networks, really. And I specifically focus on using influencer networks to increase your visibility in the online world. It’s really a two-way street. I help people understand how social networks are important for them to learn things about the markets they’re working in, the business they’re working in. It’s really a two-way street that’s what you’re putting out, as well as what you’re learning and bringing into your business.
So, yeah, strategies around that. More public relations, but related to marketing. If that helps at all.
Julie Littlechild:
Okay, okay. Yeah, absolutely. And so, I want to really dig in on the influencer marketing because I think that’s just such an interesting topic and you’re the guy that knows about that. As we lead into that, could you just talk a little bit about, if we look at digital marketing as a general concept, how is that stacking up today against what we’d think of as more traditional forms of marketing? And, maybe even, just drawing a distinction between those two because I imagine the line’s getting a little bit blurry these days.
Jay Palter:
I think it is. It’s hard to see… everything is becoming digital, in terms of marketing these days. But the fact that I like to point out is; the consumption of digital media has been growing for the last number of years and if you imagine that line of a graph moving upwards, the consumption of traditional media is a line on the graph moving downwards. They’re about intersecting at this point, where they’re about equal.
People are consuming the same amount of content online as they are offline. You know traditional, I guess, television, radio, printed newspapers versus online. It’s really important that you have, I think, both elements. In many businesses, you really need to have both elements, digital and traditional marketing, working together in a collaborative way. You really can’t avoid and ignore digital anymore and you really can’t afford, in certain businesses, to avoid traditional media still. There’s still a role for that.
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