Marketing credibility

Mary Rowland discusses several tactics for bringing in new clients in her book, “Best Practices for Financial Advisors.” A good marketing campaign requires advisors to increase their visibility and build credibility, she says. Here are some of the best suggestions:

1. Don’t take every client who comes in. Be selective about which clients you work with instead of spending a lot of time on clients who aren’t contributing to your profitability.
2. Focus on existing clients. Good clients bring other good clients, Rowland says. Think about what impression your business gives from the moment clients walk in the door.Build a referral network. Keep track of who refers clients to your business. Build a network with a small group of professionals in different industries related to your business.
3. Consider seminars. Seminars can help demonstrate your competence to other professionals in the industry, and help build your network.
4. Don’t ignore the press. Build a reputation by talking to reporters or writing stories for local or trade publications.

Source: “Best Practices for Financial Advisors,” Mary Rowland