How Advisors Can Use Video, Multimedia to Connect With Clients
Marketing expert Marie Swift says financial advisors who embrace videos, podcasts, recorded multimedia presentations and live online meetings can connect and build rapport with clients in a fraction of the time and more cost effectively than ever before.
Six Reasons Advisors Need to Include Social Media in Their Marketing Plans
Marketing expert Marie Swift says forward-thinking financial advisors are incorporating social media into their marketing plans. Are you doing enough online to remain competitive?
Using a Social Media Strategy to Build Relationships Online
Marketing expert Marie Swift says some advisors are realizing success using today?s interactive, real-time web to amplify their voice and position themselves not just as thought leaders but as social creatures on a mission to educate the public on all things financial.
Seminars, Events Can Yield Bumper Crop of New Clients, Centers of Influence
Marketing expert Marie Swift shares some ideas for riding the retirement wave, appealing to allied professionals and building name recognition within specific communities of interest.
Event Marketing Can Deliver Advisors New Business, Positive PR
Marketing expert Marie Swift says events can be a great way to help enhance relationships with current clients, position yourself in front of qualified prospects, and build important mutually beneficial relationships with centers of influence.
Strategies That Can Produce New Business for Advisors
This week, marketing expert Marie Swift examines some of the best ways financial advisors can get face time with their clients and qualified prospects.
The STP Approach to Business Building for Financial Advisors
Even in the digital age, nothing beats the ?see the people? approach. This week, marketing expert Marie Swift shares two advisor success stories and how they are automating the referral process and supplementing their in-person communications with new media.
Publishing, Media Participation Can Boost Advisors? Credibility
Marketing expert Marie Swift says financial advisors who publish articles and engage with the press increase their credibility and give clients and potential clients something to talk about.
How Advisors Can Develop a Good Positioning Statement
Marketing expert Marie Swift says creating perceptions in the listener?s mind is an important marketing aspect for financial advisors. A good ?elevator speech? is a succinct way to tell your story and distinguish you from others. It’s also a way to qualify potential clients and to generate referrals, with an oft-overlooked bonus: confidence.
Niche Marketing Strategies for Financial Advisors
Marketing professionals are quick to suggest that the best way to find success as a financial advisor is niche marketing. Marketing expert Marie Swift delves into exactly what niche marketing is and why advisors should care.
Two Must-Have Pieces in the Smart Advisor?s Marketing Toolkit
Marketing expert Marie Swift says the end of the year is a perfect time to review everything in an advisor?s marketing toolkit. This week, she talks about the importance and value of the power bio and the core issues article.
A Financial Advisor?s Toolkit for Creating the ‘Wow’ Factor
Marketing expert Marie Swift says its time for bloggers, tweeps, LinkedIn and Facebook addicts to take a timeout and realize that while building a positive online presence is important, it?s also crucial for financial advisors to think about their overall business image.
Marketing Ideas From — And For — Smart Financial Advisors
Marketing expert Marie Swift says the ?Marketing Ideas, Rapid Fire? session at the recent Garrett Planning Network annual retreat yielded a bunch of winning marketing ideas for financial advisors. Which ones can you or your firm implement right now?
Positioning Essentials for Financial Advisors
Sometimes it’s the little things that make all the difference. If you?re like most financial advisors, you are ultra-busy serving your clients and generating new business. But have you handled the marketing fundamentals? Columnist and marketing expert Marie Swift delves into two marketing fundamentals that should not be ignored: the power bio and the prospect profile. Ignore them and suffer the consequences.
Retaining Valued Clients in Tough Times
Among financial planners? greatest concerns in this turbulent environment is retaining valued clients. In this high-tech era, marketing expert Marie Swift says planners should balance high-tech communications with truly ?high-touch? communications.
Marketing That Works for Today’s Financial Advisors
Marketing expert Marie Swift details a strategy that works for financial advisors and allied professionals who are interested in serving families with significant wealth. And while this strategy works especially well for that demographic, the truly high-net-worth crowd, there are also applications for advisors who serve the middle-market millionaire and mass affluent.
Follow The 3 M?s Process For Marketing Success
Professional marketers and smart advisors always tackle the ?The 3 M?s? of marketing before they do any serious outreach. The 3 M?s are the foundational elements of all good marketing. However, according to marketing expert Marie Swift, it?s a very common error for many entrepreneurs and small business people to start with the wrong ?M.? The problem with that is, it rarely, if ever works.
The Amish Kitchen Strategy
Using a LifeBio Event can help financial advisors strengthen client bonds and connect with their heirs. Here is how one advisor created a ?Norman Rockwell? experience for his very best clients and their special guests. It?s a smart way to build bridges and engage the next generation while positioning yourself as the advisor of choice. You can do it too.
Logo Logic For Financial Advisors
If your logo is more than a dozen years old, chances are it’s time for a makeover. Tired, dated materials won’t reassure prospective clients that you’re progressive and will constantly update the knowledge and services you offer. Your branding essentials may not need a complete overhaul, just a simple facelift.
When Clients Become ?Family Stars?: 5 Ways Advisors Benefit
As a financial advisor, you are always looking for ways to add value and bond with your clients. One of the most unique and innovative ways I’ve found for doing just that also drive referrals years into the future and provide a wealth of insight about their individual goals and values is a legacy profile.
How to Alienate a Journalist: 13 Blunders Advisors Need to Avoid
Many financial advisors are able to successfully pitch their own story ideas, place their own bylined content with reputable media outlets and navigate the PR waters on their own without the help of a professional PR firm or marketing consultant. But if you want to generate more interviews and media success, you?ll want to steer clear of these harmful (and potentially fatal) rookie blunders.
Tips to Help Advisors Maximize Their Newfound Media Presence
You?ve worked long and hard and now you?ve finally been quoted in the Wall Street Journal or had a bylined article published in the local newspaper. Perhaps you?ve just done a radio or television interview. Now what?
When Advertising Pays
Since I?m such a big proponent of using free publicity versus paid advertising as a business growth strategy, advisors often ask me if it ever makes sense to advertise. In a word, yes.
PR On A Financial Advisor’s Budget
The problem for many sole practitioners and small planning firms is that working with a PR firm in any way, shape or form is generally too expensive to even consider. This week, we’ll talk about a more affordable option: Group Training and Empowerment Programs — which can be a very attractive option if you can find the right group.
Measuring PR and Paying for Results
Most public relations firms cite studies that claim the services they provide are at least three times more credible than advertising. But for financial advisors, the question often is how do you measure the return on your PR investment?
Creating Buzz with a Book or Big Community Event
Ever wonder how much it might cost to properly promote a book or one big initiative? Given the importance of either scenario, you may decide it makes sense to work with a PR firm. You have a lot at stake and should make the most of things.
Answers to Advisors’ Biggest PR Questions
Since financial advice is a trust-based business, PR should play an important part of every advisor?s marketing plan. Having a good number of media mentions that show your professional character and business philosophy can really make a difference in how people perceive you and your potential value to them.
Advisors Can Benefit From Proactive Public Relations
Financial advisors who position themselves well by be being frequently seen in the public eye — either in print, on TV, on the radio or writing online columns likes this one — can build the perception that they’re professionals who can be trusted.
Get Exposed: A Primer on PR ? Part Two
Everyone knows that publicity is wonderful when you can get it. But far too many advisors think there is some sort of magic needed to get their name in print or to be interviewed on television or radio.
Seven Great Things to Add to Your Client Communications Tool Belt
In the May issue of Financial Planning magazine, I discussed how client perceptions may have changed over the past three years. I use the term Client 2.0 to describe this more-cautious and aware buyer, and offered thoughts on how you can better connect using an evolved Client Communications 2.0 plan. I spoke with several smart, accomplished advisors and industry consultants such as Ed Jacobson, Steve Saenz, Carol Anderson and Amy Mullen to hear their comments.?
Connecting with Clients in a Wired World
Nine Tips to help you build relationships using new media and good old fashioned communicationma
The Eyes Have It
How to use visuals and page formatting to help people understand and absorb your messages
Using the Right Words and Tone to Connect with People
When you start putting pen to paper (or fingers to keyboard), think carefully about the words and the style you use. Every communication is an opportunity to reinforce your positioning, market your firm and your build your brand. Sometimes, dear mild-mannered financial planners, it’s okay to be bold – and even a bit (gulp!) bossy. It’s a noisy world out there. Your ads, flyers and other marketing promotions must stand out and grab attention. ?
Writing Successful Marketing Communications
Every communication is an opportunity to reinforce your positioning, market your firm and your build your brand. Yes, you really are marketing, whether you think so or not. Might as well do it right.
How to Write Compelling Content for the Web
Blogs, LinkedIn, Twitter? You?ll need a different writing style to succeed online.
How Advisors Can Break Up Writer?s Block
If you?ve tried all my tricks, and you still can’t write that newsletter article or magazine column, here?s help.
How to Write Compelling Content in Half the Time
Advisors must be good writers. Here’s a blueprint for success.
How Can Advisors Use Client-Centered Communications to Build a Better Business?
By following six simple steps, advisors can improve their writing and marketing communications.