Fidelity customers can now take advantage of an interactive marketing tool, the company announced Thursday.
The new toolkit offers advisors a step-by-step process to assess their practice and determine what steps they need to take next to maximize growth. Advisors can use the tool on their own time, or they can use a Fidelity "relationship manager" to guide them through the process. The company also has marketing specialists on hand to offer a more thorough consultation.
Step one, develop firm goals, encourages advisors to define their goals in three channels of growth—client referrals, centers of influence and new prospects. From there, advisors can use a series of diagnostics to identify areas for improvement for each channel of growth:
- Firm Story: How consistently and effectively is a firm telling its “story”
- Relationship Quality: How strong are current relationships and are the relationships being leveraged for growth
- Communications Program: How proactive and of what quality is firm’s communications program
- Plan: How structured is the plan and what discipline is in place to drive success
The second step asks advisors to determine which tools and tactics from a list of Fidelity and third-party resources can best help them reach their goals. Some examples include online strategy, advertising and client communications. The tool shows a cost-benefit analysis for each tactic.
Finally, the toolkit offers calendar templates to help advisors develop and execute a plan.