Branding, Marketing
BRANDING STRATEGY: The Devil’s In The Details
A brand is composed of four elements: Essence . . . Attribute . . . Identity . . . and Positioning. Essence is the core or heart. How do people feel emotionally about your brand? Attribute is the dominant trait. What’s the first thing that comes to mind when people see your brand? Identity is the character of your brand. What’s the likeability of your…
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Marketing, Public Relations
Media Placement Highlight Reel: Leverage Your PR Placements Through Video
After accruing a fair amount of media placements, you may be wondering how you can best display your PR successes. While leveraging your placements on your website and social media is a crucial step to ensure you are making the most out of your PR efforts, there is another, more creative way to display your portfolio of placements: a media placement highlight reel. A media…
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Branding, Marketing
Growth Hacker Marketing
Using tech startup strategies to build your financial advisory business We’ve all see the tech industry exposed over the past two decades. Many start as a simple idea and seemingly overnight turn into huge businesses that become part of our everyday routine and vernacular. In many ways, the technology industry redefined marketing—the status quo of brand building by buying expensive ad space died with the…
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Branding, Marketing
HOW TO COMMUNICATE EFFECTIVELY AS A FINANCIAL ADVISOR
The very first step in communicating effectively as a financial advisor is defining YOU: What you do and how you do it that differentiates you from other financial advisors. What is it that makes you stand out from the crowd? If you think your unique value is your ability to understand client needs and objectives, you should know the vast majority – 75% – of…
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Marketing
Use the Summer Doldrums to Assess, Adjust and Renew
The summer doldrums usually mean downtime for many wealth & investment management practices. The principals all take lengthy vacations (and staff lesser duration) on a rotating basis, leaving a skeleton crew to manage the shop in others’ absences. It’s a lazier season of the year for most investment professionals. It’s a time for taking life easy. Kicking back. Traveling to one’s favorite city or destination…
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Branding, Marketing
Why do the colors on my marketing materials always look different? Understanding color codes
Every industry has its own language full of acronyms and jargon. Just as an IRA, IAR and RIA seem similar enough but have drastically different meanings for financial professionals, color modes in the design and marketing world contain similar complexities. While you may think your brand colors are blue and gold—it is not always as simple as that. In actuality, the naming of colors can…
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Branding, Marketing, Public Relations
ATTENTION! Get Yours Now! 3 Ways to Attract the Attention You Deserve
For financial advisors, the struggle is real…. Standing out in a crowded marketplace is anything but easy. With hundreds, and in some markets, thousands, of financial service professionals vying for the same clients, how can you set yourself apart? How do you best position and present yourself as the most trustworthy, knowledgeable and in-demand professional in your community? A “follow the crowd” approach to marketing…
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Branding, Marketing
4 Fundamentals of Effective Financial Marketing
How can I improve marketing results for my financial practice? As the financial industry has continued to evolve toward a comprehensive, financial planning service model over the past decade, many of the advisors we speak with have developed a systematic process to review a new client’s holistic financial picture as a critical first step. The vision: aligning insurance, investments, taxes, estate planning and more can…
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Branding, Marketing, Public Relations
7 Tips for Financial Marketing Literacy in 2018
April is Financial Literacy Month—a national effort to highlight and teach the importance of how to establish and maintain healthy financial habits. It made me think about the importance of “marketing literacy” and what financial services companies need to understand to maintain healthy financial marketing practices. There can be a lot of confusion about what marketing terms actually mean, such as positioning or marketing funnels,…
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Branding, Marketing, Public Relations
Marketing Essentials for a Financial Advisor: Professional Headshots
Above all, financial services is a relationship business, and photography is a critical tool for introducing and depicting your team to create an instant and lasting impression. These images will be what prospects store in their memories and associate with your name when they see your email in their inbox or your name on their caller ID. They create a feeling of familiarity through your…
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