What You Need to Know
- The author says a well-designed marketing campaign can help you attract the people you want to work with.
- The new clients might come in understanding how you think.
- Clients who feel as if they know you could be more inclined to trust you.
It’s easy to think of marketing as a necessary evil or an expense with which your practice must contend. But well-designed and executed marketing is essential if you want a healthier, more successful practice.
One of the biggest mistakes financial professionals make is overlooking the critical role marketing plays in building a thriving practice.
Marketing defines the benefits of a given brand (you) and attracts clients through persuasion and education. The goal of a well-executed marketing plan is to engender trust and help prospects discover your unique solutions to their problems.
Marketing assists you in getting found both online and offline by people who want what only you can offer. It serves to illuminate, differentiate, and elevate by using different types of quality content to establish who you are, why you’re distinct, and why prospects should begin a relationship with you. Marketing initiatives break down barriers that impede sales and help make the closing process more efficient and productive.
Unfortunately, many advisors look at their marketing as an annoyance or unnecessary expense. Or, they have unrealistic expectations that marketing should have prospects breaking down their doors, checks in hand, clamoring to become clients. The reality is that practical financial services marketing sets the stage for sales in more subtle ways.
1. Marketing informs and educates.
Financial services marketing should provide enough education that prospective clients have a solid understanding of an advisor’s money philosophy, the products used, and the plan’s execution.