Progress often begins with understanding how people think and how their choices take shape. Firms today face more noise, more channels, and more competition than ever.
How do you reach people in a way that feels clear and genuine? How do you adapt to longer research paths and shifting expectations?
In this episode, Chip Kispert speaks with Nick Ilev, CEO of ProperExpression, about the changing buyer journey, the value of authentic content, and how structured marketing gives firms a steadier path forward. Nick also explains how AI supports efficiency without replacing human judgment and why a consistent framework helps lift both visibility and growth.
What to expect:
- Building authentic content strategies that connect with audiences where they are, not where you want them to be
- Why traditional SEO still matters alongside AI search optimization and how the two work together for visibility
- Using LinkedIn ads effectively for advisor acquisition and the importance of communicating cultural fit through content
- Implementing closed-loop marketing systems that track results and feed insights into future campaign planning
- How AI serves as a tool to accelerate efficiency without replacing human connection and inherent marketing value
Resources:
About Our Guest:
Nick helps RIAs and WealthTech firms turn marketing into a measurable revenue engine. His background includes time as an in-house CMO guiding growth at a successful startup and experience as an agency founder leading marketing transformation across multiple sectors.
His mission is straightforward: to generate short-term ROI while building the foundation for long-lasting growth. He believes in alignment where strategy, execution, and analytics work together to accelerate results.
At ProperExpression, Nick and his team focus on building and optimizing the full funnel for wealth management organizations, covering strategic planning, content creation, digital advertising, conversion, and CRM enablement.
[00:00:00] RJ Malyk: Welcome to Beacon 1% Better Every Day with Chip Kispert, founder of Beacon Strategies. This podcast is all about challenging the norms of wealth management and empowering professionals to make continuous progress and always be curious. Chip knows firsthand how small consistent improvements can lead to big breakthroughs, and that’s what we’re focused on here, helping you get 1% better every day.
[00:00:30] RJ Malyk: We’ll dive into conversations with industry professionals, share actionable strategies. And explore the mindset needed to overcome industry challenges and create lasting change. Let’s be curious. Push beyond what’s always been done and uncover better ways together.
[00:00:52] RJ Malyk: All right. It’s another Beacon 1% Better Podcast where we discuss how to get 1% better every day with your host [00:01:00] Chip Kispert. I’m RJ Malyk, producer of this podcast, and Chip is always great to see you. I see you have your guest ready to go for today’s podcast. So why don’t you introduce him and tell us what you two will be discussing on this edition of the Beacon?
[00:01:13] RJ Malyk: 1% Better Podcast.
[00:01:15] Chip Kispert: Will do. Thanks RJ. Good to see you as well Today I am super excited to have Nick Ilev on the show. Nick is CEO of ProperExpression. ProperExpression is a marketing agency that focuses on serving the wealth management and FinTech components of the industry.
[00:01:35] Nick Ilev: Welcome Nick. Thank you for having me on.
[00:01:38] Nick Ilev: It’s, it’s great to be here and I’m excited to, to get into it.
[00:01:43] Chip Kispert: So. You came to our recent round table that we had. I got to know you pretty well, really, really enjoyed your perspective, but can you share a few accomplishments that you’ve had so the audience can kind of dial in and get a little more context on you?[00:02:00]
[00:02:00] Nick Ilev: Yeah, absolutely high level. You know, before starting ProperExpression, once upon a time I was a CMO of a startup, co-founding member, uh, that exited. So that was a really, uh, exciting ride, uh, and got to experience the full kind of startup journey there, which gave me a great foundation. I can. Just the founding of ProperExpression is one of my main accomplishments as well.
[00:02:24] Nick Ilev: Uh, founded the company in 2018. We’ve driven over 500 million in attributable marketing revenue in that time for our clients. Wow. So a lot of value that we’ve been able to, to put together for, for the, uh. The clients and most importantly, I think is just becoming a father. Recently, that was this year, uh, 11 month.
[00:02:46] Nick Ilev: 11 month. Now old girl. That’s probably my biggest accomplishment to date.
[00:02:51] Chip Kispert: Well, when we had coffee and you showed me those pictures, she was absolutely adorable. And I’m sure you’re in kind of that craziness of walking and, [00:03:00] and, uh, racing around the house these days.
[00:03:02] Nick Ilev: Yeah, keeping up with her is, is a second job.
[00:03:06] Chip Kispert: That’s fabulous. So, you know, one of the things, I like to keep these things, uh, to the point, right? Mm-hmm. People only have so much attention span for sure. But, uh, we wanna pack as much in here as possible in a short period of time. One of the things that I look at is understanding those, my guess. Origin stories mm-hmm.
[00:03:29] Chip Kispert: And their company’s origin story. Can you share a little of that? I mean, we heard about your accomplishments, but, but what drives Nick?
[00:03:38] Nick Ilev: Yeah. Yeah. Well, I think it all goes back to childhood, right? I think one thing that was a probably a bit unique about my upbringing was that I moved around a lot as a kid.
[00:03:48] Nick Ilev: I lived in Europe, Asia, and North America, all by the time I was 13. Wow. So, uh, it was a lot of moving around. Uh, my parents were scientists, so we traveled for, [00:04:00] for different gigs that they had, and I had to adopt a lot and learn about different cultures, but also started to recognize the kind of the universal patterns.
[00:04:10] Nick Ilev: People everywhere are the same, and that kind of got me interested in just kind of developed a passion for what makes people tick, the psychology of. Why people make decisions, why they like each other. Uh, and, and overall, I think that’s been, uh, a, a, a red, you know, thread throughout my life, just being interested in that and also compounding that with a passion for entrepreneurship.
[00:04:34] Nick Ilev: Early on, uh, I had a high school drop shipping business, you know, and then, uh, who co-founded a company, so this is actually my third. Company that I’ve been either founded or co-founded. So I think those two things together I think made me a marketing entrepreneur that, that I am today.
[00:04:51] Chip Kispert: That’s fabulous. So, you know, as we look at where you are today with ProperExpression, you know, your growth [00:05:00] marketing agency mm-hmm.
[00:05:01] Chip Kispert: Uh, that helps both wealth firms and fintechs. What are some, some initial. Kind of takeaways that you can share with the audience a about, you know, what you see in, in, in your everyday kinda life working with these firms.
[00:05:19] Nick Ilev: Yeah. Yeah. So let’s, let’s take the, um, the wealth management firms side first. You know, there’s sort of two sides to it.
[00:05:27] Nick Ilev: In the modern space, you can think of the organic growth. Uh, how do we attract and acquire more investors, you know, of course high net worth individuals. And then on the other side, it’s the, the advisor recruiting the advisor. Uh, acquisition m and a. People call it by different names, but it’s how do we bring the right type of advisor to join our firm.
[00:05:48] Nick Ilev: So, and as you know, we’ve talked about a lot. This space is really heating up right now. Regardless of, of which sort of audience here we’re talking about, there’s, there’s a [00:06:00] lot of universal change happening across marketing as a whole across the wealth management industry and the way people make decisions is really changing with all the tools available to everybody with the, uh, information, uh, uh, your fingertips.
[00:06:16] Nick Ilev: People are doing a lot more homework. They do a lot more research. So the journeys, right, the buyer journey, the decision journey, the marketing journeys are getting a lot more. Complicated. A lot more complex. So I’ll pause here. Obviously we can dive in more into that, but I think that’s at a high level the one of the biggest changes that’s happening.
[00:06:35] Chip Kispert: That’s interesting. ’cause you know, one of the things I look at the broader wealth management industry, I look at organic growth. You know, if we’d look at statistics over the last few years, growth has come from more m and a. Than actual organic growth, right? I go look at the marketplace and I see a lot of disparate solutions out [00:07:00] there.
[00:07:00] Chip Kispert: Maybe I see, hey, you know, we’re going to, we’re gonna digitally go after kind of initial. Engagement customer. I see content. Mm-hmm. Um, I see the actual, the area where it It’s okay is more along the lines of content and existing customer, but the whole growth, it, it, it seems disparate to me. Am I missing something?
[00:07:25] Nick Ilev: No, I mean, I think you hit the nail on the head right there. There’s. And, and again, it’s nobody’s fault, right? Marketing is just getting very complex. There’s so much noise, there’s so many things you could do, and I think firms are getting lost in the shuffle. Uh, I think, you know, be, and that’s one of the reasons why we, we came into this space, you know, a couple of years ago, four or five years ago at this point, uh, because we saw an opportunity.
[00:07:50] Nick Ilev: We, we thought wealth management firms are lagging behind a little bit. And we saw an opportunity to make a big impact. And the reason I think is. Most firms are actually [00:08:00] not doing what we call full cycle marketing. They’re chasing trends, you know, LinkedIn, YouTube, AI tools, uh databases, cold email, warm email, right?
[00:08:12] Nick Ilev: There’s all these random campaigns and they’re, these are channel tactics and they’re important. They’re part of the formula, but with no underlying strategy. No measurable like framework and, and, and, uh, an iteration, I call it the scientific marketing method, right? It’s, you have to, you have, there has to be a feedback loop between what you’re doing, how, how well is it working, and then you have to feed that into, uh, your ongoing planning and your new future campaigns.
[00:08:41] Chip Kispert: I, you know, I think if, if we look at 10, 15 years ago mm-hmm. Everything was referral, right? Yeah. Everything was, Hey, I got a customer. And the customer said, Hey, I really like you. Let me introduce you to a buddy of mine, right? Mm-hmm. And boom, you know, [00:09:00] today not so much. I mean, and, and I, I find your comment on chasing trends to be fascinating because, you know, as I look at it, even as our firm, right?
[00:09:13] Chip Kispert: And we’re marketing, um, but I look at it and I’m like, all right, you got, you talked about it. You got social media, you got LinkedIn, you got Instagram, you got Facebook. You know, you got a lot of digital marketing going on. And then personal authenticity. It, it just, it’s amazing how, um, I actually find kind of the, those spot solutions or are, are hard.
[00:09:40] Chip Kispert: And I think the work that you’re doing as kind of your agency work kind of taught is, is looking to tie that together.
[00:09:50] Nick Ilev: Yeah, that’s, that’s our goal. That’s what we, uh, you know, attempt to accomplish. And, and hopefully we’re successful, but we try to be the [00:10:00] consolidated marketing brain, uh, because with the complexity that we’re seeing today, and to your point, referrals still work, but nowadays, even with the referral, somebody’s gonna do their homework, somebody’s going to go look up.
[00:10:14] Nick Ilev: You know, your website, they’re going to ask AI for how, how you stack up against your competitors. They’re ask,
[00:10:21] Chip Kispert: go out to Claude and say, tell me about this advisor, right?
[00:10:24] Nick Ilev: Yeah. Yeah. And then if somebody, and if you don’t show up or, or somebody shows up above you, or somebody is optimized, their, their presence better, they’re gonna have second thoughts.
[00:10:36] Chip Kispert: So, you know, so it’s fascinating ’cause you know, as we go through that you, you kinda raised kind of a topic, SEO, right? Yeah. So, you know, suddenly these, these advisors and these wealth firms have to be experts in kind of these really min minutia aspects [00:11:00] of marketing. Yeah, and the learning curve on that alone is a
[00:11:05] Nick Ilev: challenge.
[00:11:07] Nick Ilev: Oh yeah. Oh yeah. Uh, well, look, there’s just no, no way, uh, around getting some professional help on some of these channels, especially because SEO, for example, and now GO or a EO, whatever you want to call it, uh, AI search, right? Is it it’s complex. It’s its own really, it’s its own science. It’s its own branch of, uh, linguistics you can even think of.
[00:11:32] Nick Ilev: Yeah. Absolutely. Um, and then you have creative, and then you have video, and then you have LinkedIn, you have all these channels. A lot of them don’t have a lot in common with each other, so you can’t be an expert on all. I’ll say this specifically for, for AI search and some of the developments there, there’s been a lot of talk about how uh, it’s a brand new paradigm and, and in some ways it is for the consumer.
[00:11:56] Nick Ilev: Right, the, the user experience [00:12:00] of in searching, uh, and, and interacting with the, the chat bots and the LLMs is very different for the consumers. But in terms of optimization, in terms of the things that you should be doing it, uh, as a, as a, as the advisor, right, as the firm, it’s really 10 to 15% of new.
[00:12:18] Nick Ilev: Things that you have to augment on top of traditional SEO. So it’s not like the AI search models are coming in here and saying, we’re gonna use completely different signals. All of the traditional SEO throw that in the trash. Like, I think, uh, there’s some people saying that out there. I’m not one of those people, you know, we, we’ve done a lot of testing, we’ve done a lot of work.
[00:12:38] Nick Ilev: We’ve seen trends across clients, traditional SEO signals, the traditional optimization work content, right? Uh, back linkings, uh, uh, the eat model, right? All of these things still work. You just have to do a couple of more, uh, Strat, you know, have to incorporate a couple more tactics on top of that to get to really show [00:13:00] up.
[00:13:00] Nick Ilev: Well, for ai.
[00:13:01] Chip Kispert: Yeah, no, it’s interesting ’cause even our podcasts, I know that, you know, once upon a time we just were able to put our podcasts out. Now we have to put transcripts and, and, and, and all these other pieces of the puzzle out there. So it’s fascinating to me. Yeah. So we talked about kind of the, the broad scope, but yet very tactical recently just now.
[00:13:23] Chip Kispert: So I always love to hear about the use cases and best practices. Yeah. Now can you share. One or two instances where your customer’s really committed to the process, right. And, and have had the opportunity to see their growth vision become a reality.
[00:13:44] Nick Ilev: Yeah. Yeah. And I can talk about maybe an organic use case and a, um, kind of a recruiting.
[00:13:51] Nick Ilev: Side as well. But I’ll say, and you, you’ll notice the patterns between, between both. Uh, it starts with really good content. You [00:14:00] know, if you wanna be successful, you have to produce authentic content. Content is not going anywhere, even in the age of ai. So whether now what that content looks like, it’s gonna depend on who you are and who your audience is and where they live, right?
[00:14:15] Nick Ilev: So if you are. If you’re not comfortable in front of a camera, if your audience is kind of the retirees and they’re maybe on meta and they, they still communicate via email, you know, don’t send them SMS videos. Right. Don’t, don’t try to, don’t, you know, don’t, don’t be different for the sake of being different, you want to be.
[00:14:40] Nick Ilev: Yourself, and you want to authentically connect with your audience wherever they are. So I’m gonna say the advisors that have done really well have chosen a, a medium, a content medium, and then produce content in that medium, whether that’s video, whether that’s, you know, lead magnets, PDFs, brochures, [00:15:00] checklists.
[00:15:01] Nick Ilev: The bottom line is you want to provide value, you want to put out value into the. Professional universe, and then you’re gonna get professional karma back. You’re going to get trust because you’re, you’re demonstrating expertise, right? You’re not just like telling people, I’m great at this. You’re showing, right?
[00:15:17] Nick Ilev: Showing rather than telling. So the advisors that are doing that, the firms that are doing that are doing really well. Good, good. On, on the, on the flip side with, with, uh, uh, acquisition, the acquisition side, the m and a side, right? Where we’re looking to acquire new advisors, a again, it’s about the content and about distributing it correctly and really.
[00:15:41] Nick Ilev: The content has to communicate. How are you different? Right? This is one of the hottest, uh, spaces right now, and everybody’s competing for the same advisors and everybody’s just throwing a ton of money at this. But a lot of the decisions that are these smaller firms are making are based on, on fit, on cultural alignment, and [00:16:00] on really.
[00:16:01] Nick Ilev: Getting a tangible feeling for what it’s like to be part of this new firm that you’re considering. So the more you can talk about that, the, the more you can express what the transition period looks like, we’re gonna take care of your clients about what fast onboarding process, about how we’re different, how we support you once you’re here, once you’re part of the firm, you know, you have to make it real.
[00:16:20] Nick Ilev: You have to make it tangible. And then, you know, I’m just gonna say, since I’m talking a little high level here, LinkedIn ads work really well. For advisor acquisition, I, I highly recommend that channel.
[00:16:33] Chip Kispert: Interesting, interesting. So, hey, it wouldn’t be, it wouldn’t be a podcast or it wouldn’t be one of my round tables without me asking this question because it seems like this is what I talk about about half the day, whether it’s compliance, operations, marketing, but.
[00:16:48] Chip Kispert: You know, and this question is, is kind of becoming pervasive to everything we do, including marketing. How do you see AI impacting marketing [00:17:00] overall? Um, you know, is AI gonna change the narrative for marketing, for investor customers or, or recruiting advisors?
[00:17:09] Nick Ilev: I mean, yes and no. You know, AI is fundamental of changing everything.
[00:17:14] Nick Ilev: Uh, how we search for information. How we process information. So yes, it is changing everything we just talked about, how it’s, it’s impacting SEO um, for wealth firms. This does change the narrative, but I’m gonna say it’s going to make you faster. It’s going to make you more efficient. But ultimately, AI is dependent on the input and.
[00:17:41] Nick Ilev: If you’re putting garbage in, you get garbage out. So there has to be some inherent value in how you’re leveraging AI in order to get really the, the, the maximum out of it. Now we, we do a lot with ai. We write content, although the final deliverables always [00:18:00] edited by, you know, a highly experienced editor.
[00:18:03] Nick Ilev: We use it for data enrichment. We create custom agents to do different tasks, you know, instead of, you know, paying somebody to go do, uh, research on the competition, we have agents now crawling their sites and providing information. So there’s a lot of automation to be, to be leveraged there. It’s not going to replace inherent value, and it’s not going to replace human connection and expertise.
[00:18:31] Nick Ilev: So use it for what it’s good for, but it’s, it’s not necessarily going to automate everything in the world.
[00:18:39] Chip Kispert: So it’s a tool, not a strategy is what I’m hearing
[00:18:42] Nick Ilev: Exactly. But you, but you have to, you have to keep up with it because everybody else is on it. So if you’re lagging behind, you’re, you’re gonna fall behind.
[00:18:52] Chip Kispert: You know, and, and I go back to the comment I made initially with ai, we’re seeing kind of this disparate, you [00:19:00] know, there’s certain things that it can do fairly well, whether that’s gathering, you know, kind of starting the lead gen. And then on separately you got content. I just like to see, I would like to see everything be put together.
[00:19:16] Chip Kispert: Yeah. Um, which I believe your service really does. So, hey, you’re. You’re a student of the wealth and advisor business. Mm-hmm. Who do you follow and pay attention to out there?
[00:19:29] Nick Ilev: Well, obviously Chip Kiper is the top of my list, but in addition, I have a few others. I mean, I, I’m a big podcast guy because I just.
[00:19:41] Nick Ilev: My eyes get tired. I’m in front of a screen all day, and if I can, I get it. Make lunch while listening to a podcast or go on a walk. So, uh, I like a couple of podcasts. Uh, the Joshua Brown, uh, podcast is really good. Of course, he’s a leader in the space. There’s another great marketing podcast, unfortunately, I think that just [00:20:00] discontinued it.
[00:20:00] Nick Ilev: Because it’s a probably ’cause it’s a lot of work. But the Advisor Marketing Made Simple podcast, I really liked that one because they, they were interviewing individual advisors, uh, and they were kind of sharing their pain points. It was just, it just felt very, um. Very authentic, very transparent. And then my friend Joshua Wilson, he’s a PhD in behavioral finance.
[00:20:22] Nick Ilev: I always follow his work. He’s doing great stuff, always talking about, you know, the trends. So those are just a couple that, that are top of mind, but there’s many more there.
[00:20:32] Chip Kispert: That’s great. You know, and the question’s a little self-serving for me. ’cause I, I always like to hear d you know, who people are listening to and what, what are different things.
[00:20:40] Chip Kispert: And the other, the next question I like to always ask is, you know, which companies out in the wealth space, and this can be both at a, at a wealth firm and a provider firm level Right. Are inspiring you with their work.
[00:20:56] Nick Ilev: Yeah, I’m just gonna say one because. You know, [00:21:00] there’s, there’s a lot I could, I could mention.
[00:21:01] Nick Ilev: Of course, a lot of our clients, I don’t want to be too self-promotional, but, uh, Fisher, uh, does it right. Fisher does marketing right? And because they’re so huge, they clearly have resources to, to do video right, to do tv. Right? They, their content, uh, is really, is really good. And their ad, I mean, their ad work, you probably see it everywhere.
[00:21:23] Nick Ilev: I do, I, I, I know, I see it everywhere, uh, across. You know, from Instagram, Facebook, LinkedIn. Programmatic. They’re, they’re everywhere. So, um, I, I do follow their
[00:21:36] Chip Kispert: work. Yeah, we, it’s funny ’cause we’ve had ’em at our round tables in the past and, you know, in a, in another life. I remember walking into their offices 20 odd years ago and it’s amazing where they’ve come to.
[00:21:49] Chip Kispert: And, and boy do they have a, uh, outreach out there that is, it’s quite impressive. Yeah. So we always like to be curious here. And I, I am. I, I, I’m blessed [00:22:00] because I get to ask industry experts like you, what they think and mm-hmm. We have those conversations, but what do you see the biggest, or what, what, what is the biggest game changer for wealth management industry that you see out there?
[00:22:16] Nick Ilev: Yeah. I mean, I think it’s, if you’re able to, to implement that closed loop marketing, if you’re able to bring a lot of these desperate tools, strategies all under one roof, both in terms of strategy but also technology wise. Right. That’s why we’re, we work with, uh, we’re HubSpot partner. We work with Salesforce.
[00:22:39] Nick Ilev: We like to plug all of these different sources of data into a single place and then compare apples to apples. But, so I’m gonna say that the game changer is if you can consolidate and, and implement this full cycle marketing scientific method that I, that I always talk about, and then being able to. Run campaigns, [00:23:00] track results, and then implement, learn, analyze, learn, and then implement that into your next campaign.
[00:23:04] Nick Ilev: If you follow this iteration and you’re patient and you’re consistent, you’re going to succeed. I think where a lot of people go wrong is they get, uh, disappointed too quickly or they’re not methodical with the process. You have to be methodical, you have to be meticulous, you have to follow it. It’s, it’s a bit of a leap of faith, but if you follow.
[00:23:25] Nick Ilev: You adjust based on the data and you make data-driven changes and decisions, eventually you’re gonna get it right. It’s a matter of time and, and process.
[00:23:34] Chip Kispert: Got it. Got it. And very interesting. Do you, by chance, do you have a white paper on that scientific marketing method that you’ve built out? Yeah.
[00:23:43] Nick Ilev: Actually, no, not on, not on that topic. I, but that gives me an idea. We, we talk about it in a lot of different ways throughout our blog, but we should have a video. I, I’m gonna take my own advice, right? I should have a video, uh, a white paper on it. So, yeah, because
[00:23:59] Chip Kispert: [00:24:00] I’d love to, I’d love to, to attach some of those notes about it into, uh, our, our podcast notes here at some point.
[00:24:07] Chip Kispert: But, uh. We can touch on that on another day. So one of the things I always like to do is to give you, uh, a little bit of time for the 1% better everyday flash comment. Yeah. So this is your time to shine. Nick, what would you, uh, what do you wanna share with our, our audience?
[00:24:24] Nick Ilev: Yeah. Again, I want to give everyone some something actionable.
[00:24:28] Nick Ilev: So very tactical level. Optimize your Google business profile. Um, and if you think it’s optimized, it probably isn’t. Go back and, and revisit that first. Make sure it’s claimed properly. A lot of, like half of the advisors I’ve talked to don’t, haven’t claimed their Google business profile. The other half, it’s not optimized, right?
[00:24:47] Nick Ilev: So go in there, add photos, add a description of. What you do, who you serve, you know, if they’re bad reviews, answer them. Uh, just address all of that because the one thing you don’t wanna do though is solicit [00:25:00] Google reviews. ’cause that’s not compliant, okay? So don’t do that. But you, you want to just go in there and, and make sure it’s optimized.
[00:25:07] Nick Ilev: It’s an optimized profile.
[00:25:09] Chip Kispert: Nick, you’re gonna help you. Nick, thank you for that. That’s, I think that’s super helpful and certainly it’s something I’m gonna go do. Uh. Next week as we have a quiet week leading up to Thanksgiving. Uh, Nick, I want to thank you for, for joining me on the Beacon, 1% Better Everyday podcast.
[00:25:27] Chip Kispert: I am beyond grateful to have you as one of my go-to peeps on all things marketing. Uh, so I truly appreciate, I love hearing your thoughts. Thank you for joining us.
[00:25:39] Nick Ilev: Yeah, thank you Chip. Chip. Thank you for having me and uh, really appreciate it. And of course, I’m here anytime you need, uh, input on marketing.
[00:25:46] Nick Ilev: That’s great.
[00:25:47] Chip Kispert: And before we go, I, I do have, uh, one last ask of you. How, uh, how can our audience, uh, get in contact with you
[00:25:56] Nick Ilev: ProperExpression.com. That’s the website. Check us out. [00:26:00] Would love to chat.
[00:26:01] Chip Kispert: Sounds great. Thank you, Nick. Thank you,
[00:26:04] Nick Ilev: RJ.
[00:26:06] Chip Kispert: How about that? I really enjoyed having Nick on the show.
[00:26:09] RJ Malyk: That was a fascinating conversation to listen to.
[00:26:12] RJ Malyk: It was, I enjoyed it myself.
[00:26:14] Chip Kispert: You know, there, there are three thoughts that I kind of came away with based on that conversation that I was really taken with. Um, first is his comment that AI is only a tool. Mm-hmm. Um, you know, I think we forget a lot of times the fact that AI is a tool and it’s, you know, as humans we should be still controlling our, the tools we use and Yeah.
[00:26:40] Chip Kispert: And not. Having them be the strategy. Um, the second thing I took away was his go, his, uh, suggestion that everyone update their Google business profile. That was fascinating. I, I, I never really thought about that. I hadn’t either, and I’ll be going out and doing that in the [00:27:00] next week or two. So I thought that was pretty cool.
[00:27:02] Chip Kispert: Yeah. And then, you know, finally, I think, you know, he talked about, you know, a couple different things in terms of his, uh, his strategy or his scientific marketing method. Right. But what I really took out of it was that, you know. Advisory firms really have to have a marketing strategy and follow it. And if they don’t have that expertise to hire someone that can help them.
[00:27:27] Chip Kispert: And, and either that’s, either that’s full-time right? Or, you know, it can be fractional or, or, or, you know, being able to solve the problem. And certainly, you know, I’m ProperExpression is, is in that category. Sure. But it, it’s hard. There’s so much complexity to marketing these days. It’s not a simple formula.
[00:27:50] Chip Kispert: No, it has changed dramatically over the last, I would say, decade. Yeah. Yeah. So, you know, one of the things as we wrap, I always like to, you know, [00:28:00] say as a reminder, check out our archive of past shows with industry leaders like Robert from Snappy Kraken, Jeff Moore with ValMark, and I couplers Derek Notman, just to name a few.
[00:28:12] Chip Kispert: These can all be found at. At, uh, Beacon Strategies llc.com strategy podcast. And, uh, we here at Beacon encourage you to get 1% better every day. And to quote Walt Whitman and most recent recently, Ted Lasso, be curious, not judgmental until our next episode. This is Chip Kiper.
[00:28:34] RJ Malyk: Be well, and of course, chip. We need to add in a shout out as this podcast is brought to you by Beacon Strategies LLC, the go-to resource for Round Tables Consulting and services that support wealth management firms and their providers.
[00:28:48] RJ Malyk: If you need some industry perspective or help, please visit Beacon Strategies llc.com. Thank you for listening to the Beacon 1% Better podcast. We ask you to share this podcast [00:29:00] rated and leave a review because this actually helps others find the show. Again, thank you for listening and for Chip and everyone at Beacon Strategies, I’m RJ Mallek and we look forward to you joining us for our next podcast.
[00:29:15] RJ Malyk: Thanks for joining us on Beacon’s. 1% Better Everyday podcast. Be sure to hit that follow button so you never miss an episode. And stay up to date with Chip and his friend’s. Latest insights and strategies. If you want to learn more about Beacon Strategies or get in touch, visit us at beaconstrategiesllc.com.
[00:29:36] RJ Malyk: Remember, progress starts with just 1% every day. Let’s keep challenging ourselves to be curious and grow. The information covered in posted represents the views and opinions of the guest and does not necessarily represent the views or opinions of Beacon Strategies. The content has been made available for informational and educational purposes only.
[00:29:59] RJ Malyk: The [00:30:00] content is not intended to be a substitute for professional investing advice.
