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Exit Planning Institute

BEST OWNER ENGAGEMENT TACTICS OF 2021

How do we as advisors begin to better engage the business owner and help them to understand the potential of their company and the future of their exit? It’s done through value-added conversations, a discovery, and an educational process leading the owner down a value path. These tactics and tools are shared in the Best Owner Engagement Tactics of 2021.

Submit to receive a copy of the Best Owner Engagement Tactics of 2021.

A Look Inside The Unique World of: Value Creation

In the Exit Planning marketplace “Value Advisors” are referred to by many names. These include value growth or creation advisor, consultant, strategic advisor, strategic growth advisor, implementer, management consultant, or business coach. They primarily focus on the business, but as a Certified Exit Planning Advisor (CEPA), they can organize an exit planning advisory team as well. An advisory team is more engaged with the owner and in the overall process, and therefore, Value Advisors incorporate personal planning and personal financial planning into the strategy.


A look inside the unique world of value creation

EPI interviewed 13 Value Advisors within the Exit Planning Community to learn about Value Creation. We were interested to know their opinions on value creation and how they feel value is created. Through these interviews we learned more about their individual processes, what owners can expect in a value creation engagement, and how other advisors can stay involved in the value creation process.

Our findings pave the path towards better engagement and relationships with business owners. Most business owners would agree that there is some pain point they would like solved or a desire they would like achieved within their company. Perhaps they want more time back in their personal lives or less risk in their business. Ideally, they likely want a company that can run without them. To help the owner achieve these goals we bring in the advisors who are ready to do the work to drive value. The Value Advisors.

The Unique World of Value Creation

After interviewing the Value Advisors, we have drawn the conclusion that to support an owner through a transition successfully, a Value Advisor must be an educator as well as a business advisor. An effective advisor mitigates risk in an owner’s business, implements positive personal changes, and emphasizes ways to meet financial goals. As a business owner, it is paramount that you start working on your exit plan now, no matter when you plan on exiting your business. According to Scott Snider, Vice President of EPI, “More deliberate action creates better companies today that will create easier or more transferrable companies when that time comes”. As an Advisor, joining the powerful EPI network allows you to help owners create significant companies while aligning their personal and personal financial goals.

Are you interested in learning more about Value Advisors? Download our Whitepaper, “A Look Inside The Unique World of: Value Creation”!

Submit to receive a copy of the white paper and increase your company's value today!

Social Media Marketing for Business Advisors

In a world that has become increasingly more virtual, social media provides a look into businesses, owners, and advisors on a personal level. Social media is the most effective way to reach new customers, engage with current customers, and share a behind the scenes look at your business. While social media might seem like a marketing tool for lifestyle brands and B2C businesses, financial advisors and business advisors can and should be utilizing social media in their marketing plans. Use our helpful tips on how to improve your social media presence to turn likes into followers, followers into leads, and leads into customers.

Social Media Marketing for Business Advisors

1 – Be Authentic

The best way for your potential clients to learn more about your business is to share more about your personal life. According to Investor’s Business Daily, sharing personal stories can “have a greater impact than a financial article as people get to know the real you”. A mix of personal and professional content will allow for your reach to increase. “Prospects are looking for answers to their financial questions online, and financial advisors can use social media to answer those questions. These prospects are also looking for a connection”, according to FMG Suite. At EPI we share a mix of content on our own social media accounts. To build the sense of community we strive for in Exit Planning, we highlight our team in blogs and share these stories on social media.

2 – Utilize Analytics

One of the many positive aspects of using Social Media Marketing is the ease of analyzing data. Through Facebook Insights, Twitter Analytics, LinkedIn Analytics, and outside analytics software like HubSpot, you have the capability to see what posts have garnered the most engagement. You can instantly see what content they enjoy the most, demographic information about who viewed the posts, and can develop campaigns to reach specific target markets. Including tracking tags on your website will help to highlight where web traffic is coming from and which social posts attract the most leads to your site.

3 – Follow Compliance Rules

As business advisors and financial advisors, you may be held to strict compliance rules for Social Media usage. According to Investor’s Business Daily, “FINRA, which regulates broker-dealers in the U.S. and works under the supervision of the SEC, provides a specific set of guidelines for the use of social media. In addition, if a financial advisor works for a larger firm, they may have their own compliance department. As such, advisors need to have their content prescreened to make sure it’s compliant before distribution on various platforms”.

4 – Create Engaging Content

Statistically the most engaging content include images and videos. According to Paladin Digital Marketing, “Take some time to brainstorm social media posts that will inspire people to share your content with others. If a couple of your social media posts go viral, that many more people will be exposed to your brand and consider your value offering.  This increased exposure will eventually result in more phone calls, emails, and social media connections with prospective clients. Such improved brand awareness will eventually lead to a meaningful spike in business that ultimately adds to your firm’s bottom line”. At EPI we share video content from successful webinars, CEPA Masterclass, and helpful tips from our excellent faculty.

Until in-person marketing and sales initiatives can return, much of your engagement with customers will take place online. By improving your social media impact, you vastly increase your marketing qualified leads and sales overall.

Follow our social media accounts to learn more about EPI and the CEPA community!

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