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The intent of this article is to filter through the noise of lead gen, conversion optimizing, click through rates, likes, shares and all the other buzzwords that convolute the end goal: acquiring clients. The idea of Growth Driven Positioning (GDP) is not new, it's a methodology I've researched based on a variety of time-tested marketing principles that the savviest of Brand Gurus have used to dominate markets and grow their client's firms to new levels for decades. Given the advent of all things digital, one Google search will provide financial advisors with thousands of ways to market their services. While there are fundamental elements to a successful campaign, the core principals of marketing are often overlooked and the predictable result is, well, poor or no results. Here's a dose of honesty: Even marketers struggle with marketing. No different than doctors who struggle with their own health. Or financial advisors who struggle to follow their own investment advice. When it comes to marketing, "The struggle is real", is an understatement. It's not that campaigns aren't well organized or that tools are ineffective. It's often the strategy, or lack thereof, is violating the principles of marketing that do lead to consistent conversions. […]
With all the technology out there, you would think finding, engaging and converting prospects would be more straightforward. Wrong! Instead, it's more complicated, time-consuming, and if you haven't noticed, there's a race to zero when it comes to fees and commissions. […]
The simple reason why generational marketing is the wrong way to approach lead generation. The Boomers vs Gen X vs Millennials debate is a waste of time. What matters, regardless of the generation, is that your prospects and clients are human (spoiler alert!) and at varying degrees all humans require personalized interaction. Enter stage right, glorious technology! The caveat is that it has added both complexity and efficiency to the interaction equation. […]
The Summary - Of course it can! Here's why. . . Inbound marketing establishes credibility, thought-leadership, trust, information and social proof by guiding prospects into your world. Targeted outbound prospecting creates top of mind awareness and higher quality conversations with ideal prospects by gently and professionally introducing your brand into their world. Together through guiding and introducing you fast-track your efforts to convert strangers into well serviced clients. See the graph at the bottom to understand how your marketing method impacts how often you need to interact with a prospect. To grow your assets under management in this highly competitive market requires a multi-reach strategy. Whether you’re targeting high-earning millennials or boomers entering retirement the crucial question is not who you’re targeting, but how you are trying to reach them. Effective marketing requires a balanced inbound and outbound marketing strategy. Here’s why - […]
You know that business development is a full-time engagement. Keeping your pipeline filled with qualified prospects fuels the P&L. However, the frustrating question for many is how to accomplish this on a consistent, automated, predictable basis for prospects who are not swayed by the latest digital marketing trends? […]
How selective are you when looking into A new car? A home? Next summer's vacation? A doctor? An attorney? An interior designer? […]
