The Marketing Playbook

FINANCIAL ADVISORS:  Break Through the Clutter in the Digital World

Posted by Susan Block on Nov 1, 2016 10:06:00 AM

Differentiate your advisory practice with a clear, concise firm story

The facts speak for themselves. Traditional marketing has taken a back seat to the digital world. According to eMarketer, digital ad spending by the US financial services sector is expected to reach $8.37 billion in 2016, up 14.5% from 2015, with gains fueled by spending on mobile formats, digital video and programmatic advertising. With more of your prospects and clients online, your firm’s website content is key. Your firm story must be clear, concise, and relevant. It must deliver the right message to the right people through your website, overview brochures and pitchbooks.

Leverage your firm story on the web

You want your firm story to engage website visitors, persuade them to learn more and encourage them to take a desired action. According to HubSpot, content marketing generates three times as many leads as traditional outbound marketing, yet costs 62% less. Content creation and management now claim the second-largest share of digital marketing budgets (KaPost). That’s why having a strong, differentiated firm story is even more important than ever.

Communicating effectively in the digital world starts with:

  • Engaging employees in your firm story development process
  • Developing a robust Marketing Communications Roadmap
  • Creating a strong visual brand identity, and
  • Having a written marketing communication plan!

Developing your Marketing Communications Roadmap

Any brand building process begins with information and research. To start, learn more about your competition. What are competitors saying about their products and service offerings? How are they differentiating their firm? How are they engaging clients and prospects?

Next, focus on your target audiences. Develop Key Client Personas so everyone at your firm better understands what is driving the actions of key client segments. Identify your core marketing pillars. These are the key strengths of your firm and differentiate you from the competition. Make sure you distinguish between what is REQUIRED in your business - the must haves such as “great client service” or “quality investment products” -- and what is truly UNIQUE. Your firm’s marketing pillars should be credible and defensible with proof points and data.



Finally, make sure your firm's brand pillars are woven together into a cohesive message and expressed through a powerful positioning statement. Then promote it on your website, overview brochures and through your social media posts.

Need a step-by-step guide to help your team create a powerful brand message?  Click on the DOWNLOAD button below to get your free eBook from Marketing Matters.

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Topics: Branding, firm story development, sales story


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Need assistance?  Marketing Matters offers facilitation of an on-site branding session to help your team create a unique messaging platform and Marketing Communication Roadmap.

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The Marketing Playbook blog provides RIAs and Financial Advisors branding and marketing ideas to engage prospects and clients.  Our practice management strategies are intended to help your firm generate assets under management and build your business.

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