Marketing: You know you need to do it, but many advisors avoid it. As Olivia Mellan says in her August column, “‘Selling’ Yourself With New Clients,” some advisors actually find the “need to ‘sell’ themselves with distaste and disdain.”
The August issue of Investment Advisor focuses on the special challenges marketing poses for advisors and what they can do to overcome them.
It doesn’t have to be hard. As Raymond James’ Mark Smith expounds in the cover story, a simple lunch meeting put him in front of some of the largest firms in town.
Also this month, resident marketing expert Peter Montoya proposes three rules for marketing within your own community at a time when prospects unlikely to be willing to trust you.
Click through the following pages to view the August features.
Read the August issue of Investment Advisor.
Social media, company websites, e-blasts, newsletters—with new regulation and client saturation, can anyone’s marketing message really get through? Editor in Chief John Sullivan got Raymond James’ top advisor Mark Smith to answer that very question and found the answer was a lot simpler than Twitter, SEO or link building. In fact, it starts with lunch.
In 2010, many firms bounced back from the recession. The question for advisory firms now is, “Will the renewal of growth be sustained through the pursuit of a deliberate growth strategy or put at risk because of a more complacent strategy that mimics security market performance?” In the final article from FA Insight’s Growth by Design series, Eliza De Pardo and Dan Inveen answer that question by focusing on strategic marketing: considering whom the firm is best-suited to serve and what the firm can offer that will be most valued.
Having survived the recession, firms are now looking to grow, but are overlooking one of the key tools for success. While the vast majority of advisors have implemented some form of client relationship management (CRM) software in their practices, most of them continue to overlook what may be CRM’s biggest benefit to an RIA business: the ability to fuel and support growth. Neesha Hathi, vice president of advisor technology solutions at Schwab Advisor Services, shares her insight into the many benefits of CRM technology.
It’s only natural that U.S. investors have focused their international investing horizons on equities, since equities have dominated the investment universe and continue to hog the lion’s share of domestic investment portfolio. But, as Savita Iyer-Ahrestani discovers, an evolving bond market has opened new opportunities for investors who want international exposure without sacrificing stability.
Whether it is in the form of emerging or developed market debt; sovereign or quasi-sovereign bonds; or straight corporate or structured products, the international fixed income markets today are a real treasure trove of opportunities that span the length and breadth of the globe.