It’s a crazy time in the history of the world. A health and economic crisis for the ages. Your marketing will have to change, this time faster than most of you would like. Marketing has evolved but the time you have to embrace just evaporated.
Last week, we offered all of our advisors the opportunity to record a free C-19 podcast episode. Most took us up on it. Their clients were extremely grateful, reassured, and response rates were very high. That’s what advisors are supposed to do – communicate and guide. In fact, half (1.5%) of the 3% alpha advisors add to their client relationships are based on behavior management, as per Vanguard Advisor’s Alpha Report.
We’ve been assisting advisors who we produce podcasts for to create a short-term communication strategy for COVID-19. They all have a long-term communications strategy we implement for them but in this global health and economic crisis, we need a short-term action plan.
In 2008 we were faced with a black swan event. Fast forward to 2020, we are now in the midst of another one. But no one saw this black swan event coming. Naturally, most people are feeling some degree of panic. We are being bombarded constantly with new information and the rate at which new …
Advisors, Don’t Let These 5 Investor Biases Derail Your Strategy Read More »
A visual representation of how and why good marketing happens. Have you considered that you’re competing in the expertise economy? All financial advisors are. You have the expertise to solve the challenges that your ideal client needs help with. You fill that gap, as illustrated below, by offering financial planning services of your design: …
How Good Advisor-Marketing Happens in the Expertise Economy Read More »
In every industry, decision-makers are constantly challenged to improve their offerings, to find new products to better meet client expectations and needs, and, just overall, to continue improving. But you cannot make changes without a reason or a plan, just for the sake of offering something new or refreshing your product. Most likely, if you …
3 Stages To Creating New Offerings That Your Clients Will Value Read More »
For years, advisors have been able to grow their businesses by using referrals and seminars. In our podcast, we often talk about why those strategies have been successful for advisors so far. While those two ways of prospecting show decent results for advisors, having a good digital communication strategy in place is proving more and …
Marketing is often critiqued or questioned about its ROI. But to be honest, it can be very difficult to measure the TRUE effect of marketing. In the past, advisors got consistent results with marketing initiatives like seminars, running ads, or launching referral campaigns. But as marketing evolves, advisors are faced with the reality that one …