MBA 670 Digital Marketing

Digital Marketing Strategy

Valeo Financial Advisors LLC — fee-only, independent financial planning and investment advice based in Carmel, Indiana.

75

CFP Professionals

5

Office Locations

40+

States Served

6

Planning Areas

Prepared by Noah Vachon

Website valeofinancial.com

Navigation

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Decision Today: Approve Growth Investment

Request: approve a 6-month digital growth pilot sized at $285K-$475K, with a recommended base case of $380K.

Budget Scenarios (Based on $18M-$20M Revenue)

3% annual: $540K-$600K (6-month pilot: $270K-$300K)
4% annual: $720K-$800K (6-month pilot: $360K-$400K)
5% annual: $900K-$1.0M (6-month pilot: $450K-$500K)

Why This Investment Is Different

Built as a measurable pipeline system, not ad spend in isolation
Governed by weekly dashboard + monthly reallocation
Includes compliance-safe creative and testing cadence
Clear stop-loss thresholds for underperforming channels

Recommended approval: $380K for 6 months 4% annual run-rate model Quarterly board-style review

Why Invest Now

Strong Core Offering

Valeo already has the trust ingredients that most firms lack.

Fee-only model + published fee schedule
75 CFP professionals and multi-state delivery

Demand Capture Gap

Current marketing footprint is too light for growth goals.

Limited top-of-funnel channel depth
Low-visibility conversion path after first site visit

Near-Term Opportunity

A structured 6-month program can build repeatable acquisition economics.

Capture intent from high-value search and referral spillover
Scale what works using monthly budget reallocation

Research Findings That Drive the Plan

1) Trust Is the Conversion Driver

Fee transparency and fiduciary positioning outperform generic claims
Process clarity reduces hesitation in first-contact decisions

2) Channel Mix Is Underweighted

Current presence is strong in credibility, light in scalable demand capture
Search + retargeting + nurture sequence closes this gap fastest

3) Segment-Led Landing Pages Matter

Pre-retiree and business-owner messaging improves relevance and conversion
Single generic flow suppresses inquiry-to-call efficiency

Implication: Fund channels that capture intent Convert with segment-specific pages Report economics monthly

Strategy At A Glance

Primary Targets

Pre-retirees (55-70): highest near-term volume
Business owners (40-60): high lifetime value
HNW households: selective TwoPointO fit

Core Message

Fee-only, fiduciary, published pricing
Coordinated planning across full financial picture
Clear next-step process after inquiry

Channel Priorities

Search capture (branded + non-branded)
Retargeting + paid social for mid-funnel reinforcement
Email nurture to improve inquiry-to-call conversion

Operating Cadence

Weekly KPI pulse and issue log
Monthly budget reallocation by CPL/CAC performance
Quarterly executive review and go/no-go decisions

Revenue Journey: From Reach to Retained Client

1

Reach

High-intent traffic enters funnel

SEO • Search Ads • Referral spillover

2

Engage

Prospect validates trust and fit

Fee page • Segment landing pages • Team proof

3

Convert

Inquiry submitted and routed

Form UX • Fast response SLA • CRM triage

4

Qualify

Discovery call confirms fit and intent

Call attendance • Qualification score

5

Close

Qualified opportunities convert to clients

Advisor close rate • Time-to-close

6

Retain & Refer

Client satisfaction expands referral loop

Review prompts • Partner referrals

Management focus: Speed-to-lead under 1 business day Improve inquiry-to-call conversion Track CAC by channel monthly

Marketing Mix (4Ps)

Translate each "P" into a concrete growth lever.

P

Product

Comprehensive fee-only planning + TwoPointO access.

6 planning areasIntegrated advice

P

Price

Published net-worth fee. No commissions.

TransparentConflict-light

P

Place

5 offices + remote delivery across 40+ states.

Hybrid modelWebsite funnel

P

Promotion

Education-first engine across search, social, and email.

SEO + AdsNurture

Outcome: Clear differentiation Faster trust formation Higher inquiry conversion

Target Personas

Primary

Pre-Retirees

Ages 55-70, $1M+ net worth

Coordinated retirement transition
Social Security, Roth, distribution strategy
Seek fee transparency + fiduciary advice

Secondary

Business Owners

Ages 40-60, complex finances

Equity comp, cash flow, succession
Personal + business coordination
High lifetime value

Tertiary

HNW Households

$2M+ net worth, sophisticated

TwoPointO private real estate access
Value governance + transparency
Multi-generational estate needs

Multichannel Strategy

CEO takeaway: Search drives demand capture Owned assets convert efficiently Earned channels lower long-term CAC

Content Samples: Email & Social

✉ Email Nurture (4 emails, 14 days)

ImmediateWe received your inquiry

Here's what to expect: 30-min conversation, overview of planning process, no cost, no pressure.

View Our Services →

Day 3How we charge (and why we publish it)

One annual fee based on net worth. No commissions. Your fee covers 6 areas of planning.

View Fee Schedule →

Day 7What comprehensive planning looks like

Six areas coordinated: tax, investments, risk, estate, education, retirement.

Learn About Services →

Day 1475 CFPs across 40+ states

Same planning team, transparent fee regardless of location.

Book Discovery Call →

💬 Social (LinkedIn 2x/wk + Facebook 1x/wk)

Content Samples: Ads & Landing Pages

🔎 Digital Ads

Google Search Ad

Pre-Retiree Segment

Retirement Is More Than Investments.

Fee-only planning: Social Security, Roth conversions, Medicare, distribution strategy.

Key decisions6 planning areasPublished feeInquiry form

/business-owners

Business Owner Segment

Planning Built for Business Complexity

Equity comp, cash flow, tax, succession. One fee-only relationship.

Complex needsCoordinated planningOne feeInquiry form

All ads require compliance review. Include RIA disclosure. No performance claims.

Campaign Timeline (24 Weeks)

Phase 1

Build (Wk 1-4 / July)

Finalize segment landing pages
Set up GA4 events + GTM + UTM
Write email nurture sequence
Build Google Ads drafts
Compliance review + QA

Exit: All assets approved, tracking live

Phase 2

Launch (Wk 5-12 / Aug-Sep)

Pages + email sequences live
Google Ads (branded then non-branded)
LinkedIn organic 2x/week
Retargeting activated
First webinar (retirement tax)

Exit: Baseline KPIs set, first optimizations

Phase 3

Optimize (Wk 13-24 / Oct-Dec)

A/B test landing page headlines/CTAs
Expand blog (2 posts/month)
TwoPointO content (HNW target)
Scale winners, pause underperformers
6-month retrospective + Year 2 plan

Exit: KPI targets evaluated, Year 2 drafted

Milestones: Wk 4: Assets approved Wk 5: Paid search live Wk 8: Webinar #1 Wk 24: Retrospective

Base-Case Outcomes (6-Month Pilot)

30K-45K

Qualified Sessions

Search + paid + retargeting

→

300-525

Inquiries

1.0%-1.5% inquiry rate

→

180-315

Discovery Calls

60% show/booking rate

→

45-95

New Clients

25%-30% close rate

Metric	Range	Notes
Cost per Inquiry	$700-$1,200	Varies by channel and segment
Cost per Discovery Call	$1,200-$2,100	Depends on booking/show improvements
Cost per New Client (CAC)	$4,000-$8,500	Modeled from base-case close rates
Break-even New Clients	13-25 (base case)	Assumes blended first-year gross revenue per client
Primary Risk	Ramp speed	Managed with monthly reallocation rules
Decision Gate	End of Month 3	Scale / adjust / stop underperforming channels

Recommended 6-Month Investment Model (4% Scenario)

Decision range considered: 3%-5% of annual revenue. Recommended: 4% model for pilot launch.

Recommendation: Approve 4% model (6-month pilot) Use monthly reallocation rules Govern via executive checkpoint in month 3

Budget Outline — 4% Model ($380K Midpoint)

Channel Allocation

Paid Search

30%

$114K

SEO + Content

20%

$76K

Paid Social + Retargeting

15%

$57K

Landing Pages + CRO

10%

$38K

Email / CRM

8%

$30K

Webinars / Partner Programs

7%

$27K

Analytics

5%

$19K

Creative / Compliance Reserve

5%

$19K

Governance

📅 Monthly budget reallocation
⚖️ No scale without CPL & call-quality thresholds
✅ Compliance review before launch
📊 Month 3 executive checkpoint

Total Pilot Budget

$380K

6-month · 4% model

Control logic: Protect downside with gating rules Scale what converts efficiently Keep board visibility monthly

Executive approval decision dashboard visual

Decision needed: Approve budget Approve pilot timeline Approve KPI governance model

Sources & Q&A

Primary Sources

Frameworks Used

SWOT Analysis
BCG Growth-Share Matrix
4Ps Marketing Mix
Customer Journey Mapping
Full-Funnel Metrics (GA4/GTM)

This student project avoids performance claims and uses process-forward language.

Thank you

Questions?

Digital Marketing Strategy

Decision Today: Approve Growth Investment

Budget Scenarios (Based on $18M-$20M Revenue)

Why This Investment Is Different

Why Invest Now

Strong Core Offering

Demand Capture Gap

Near-Term Opportunity

Research Findings That Drive the Plan

1) Trust Is the Conversion Driver

2) Channel Mix Is Underweighted

3) Segment-Led Landing Pages Matter

Strategy At A Glance

Primary Targets

Core Message

Channel Priorities

Operating Cadence

Revenue Journey: From Reach to Retained Client

Marketing Mix (4Ps)

Product

Price

Place

Promotion

Target Personas

Pre-Retirees

Business Owners

HNW Households

Multichannel Strategy

Content Samples: Email & Social

Fee Transparency

Retirement Transition

Community Story

Content Samples: Ads & Landing Pages

Google Search Ad

Pre-Retiree Segment

Business Owner Segment

Campaign Timeline (24 Weeks)

Build (Wk 1-4 / July)

Launch (Wk 5-12 / Aug-Sep)

Optimize (Wk 13-24 / Oct-Dec)

Base-Case Outcomes (6-Month Pilot)

Recommended 6-Month Investment Model (4% Scenario)

Budget Outline — 4% Model ($380K Midpoint)

Channel Allocation

Governance

Sources & Q&A

Primary Sources

Frameworks Used