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Getting Creative in 2021

We asked our Brand & Marketing Team what advisors should be doing in 2021...

 

Branding Tips

Fortunato Restagno, Brand Coach


Many advisory firms have great brand and marketing ideas but they forget about one critical ingredient before getting started - their compelling story. As an advisor, your story is the one thing that is unforgettable. Without it, it's easy for people to forget why you are different than other advisors.

A compelling story will flow through your brand and touchpoints effortlessly and bring your corporate identity together. The challenge is figuring out what your unique story is. Think about your childhood, your adolescence, the beginning of your career, important people in your life, hobbies and interests. If you have a team, work on this together and see if there are any similar themes that come to the surface. Write down any noteworthy events that you feel have had an impact on who you are today and why you are an advisor. Don't be afraid to share this story with your clients. It makes you human and relatable.

 

Marketing Tips

Heather Amlin, Marketing Coach


Having a TouchPoint Strategy and Implementation Plan is essential once you have created your new Brand or have decided to re-fresh your marketing materials. There are a few key points to consider:

You need to understand how to reach your ideal clients and/or target your ideal prospects when considering your marketing materials (TouchPoints). Many of your clients may be tech savvy and appreciate your online presence - virtual meeting PowerPoint presentations, online appointment software and e-newsletters. However, many advisors have clients that are not on the computer and would benefit from physical paper documents like brochures and on brand client report templates. You need to know your audience.

The people in your target area should know who you are, what you do, and how you support your community. Having a marketing strategy outlining where to advertise and how to keep top of mind with your clients and prospects is important. It might be something as simple as your name, logo, slogan, and descriptor appearing as a banner ad in the local newspaper, a 10 second ad on your local radio station, or sending a unique, on brand Thanksgiving card to clients in October.

 

Digital Marketing Tips

Kelly Maxwell, Content Creator & Digital Marketing Coach


If you have developed your strategy and have concluded that digital marketing is an important part, consider the following:

Most TouchPoints you create can have a digital aspect to them - online brochure, newsletter or greeting card so developing a digital version can broaden your reach. 

We have also seen many advisors revamp their websites to better reflect their brand, values, philosophies and to provide more resources and easier online communication. E-newsletters and social media communication are also popular, especially now when face-to-face interaction is limited. If you don’t like writing content, share third party content or try short videos on your phone/virtual meeting software. It's easy for advisors and small businesses to get overwhelmed with what to do. Take one step at a time and stick to the plan!

 

Good luck and if you need help getting started,

 

 

For more tips, check out this 2-minute video:

4 Critical Steps to Brand and Market Your Business. 

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Responding to a Changing Environment

Responding to a Changing Environment

 

(From the October 2020 Edition of eFORUM)

 

We are seeing extinction in the business world due to the current conditions brought on by COVID-19. Will your business survive or thrive in this changing environment?

 

The good news is the financial services industry itself is not endangered. In fact, in uncertain times like these, advisors are needed more than ever. This time should be viewed as an opportunity versus a hindrance.  

In the May issue of FORUM, Kim Poulin and April-Lynn Levitt discussed having successful virtual meetings with clients. We are seeing successful advisors not only reevaluating how they meet effectively with clients — virtually — but also enhancing their entire digital marketing strategy. This is one facet of business that has become more important with physical distancing.

 

I have always talked about the significance of technology and digital marketing. Ten years ago, I would see many advisors hesitate to take the leap to implement any digital strategies. They wondered what the impact would be on their business and if it was necessary. Like many marketing strategies, it is hard to quantify your digital marketing success. However, what is the cost of doing nothing? In this unprecedented time, that cost is now amplified.

 

So, how do you play an important role with clients in the current environment and maintain your ecological niche? Let’s discuss some ways that advisors are taking their businesses to the next level with digital marketing.

 

Website Facelift

Since your online first impression is becoming as important as your face-to-face first impression, advisors want their websites to reflect what their business is about. They are making sure their site reflects their brand, value, and business philosophies. Advisors are also giving their websites a tune-up by offering regularly updated resources to stay relevant and provide the latest information. Consider reviewing your images and making sure they capture your ideal client. Review your slogan and descriptor. Does it explain what you do and who you do it for? Do readers get enough information by simply viewing the homepage? Does your website look great on a mobile device? If not, it’s time to change that.

 

E-Newsletters

Advisors are sending specific messaging directly to their contacts regarding the latest news, words of encouragement, and explanations around market changes. These messages are effective because they are coming directly from the advisor. In a world full of templated text, this is a refreshing change. This content can also be used in different ways for broader exposure. If appropriate, you can share these newsletters on your website and on social media.

 

Social Media

Leverage your online strategy further with social media platforms. Connect with clients, prospects, centres of influence, and share the same newsletters and third-party articles to communicate your breadth of knowledge. Take the opportunity to introduce yourself on LinkedIn to new potential leads.

If you don’t like writing, try short videos on your phone or virtual meeting platform as well as podcasts to discuss topics you want to share with clients.

Time pressed? If you can, delegate these tasks to an associate advisor or other team member so you can focus on what you do best. You can also hire outside coaches who specialize in coaching financial advisors.

The tools we see advisors implementing are within reach for small businesses. It’s just a matter of implementing the plan and sticking to it.

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Contributors

Kim Poulin, Business Coach
6
April 16, 2021
show Kim's posts
Kelly Maxwell, Marketing Specialist
13
February 19, 2021
show Kelly's posts
April-Lynn Levitt, Business Coach
8
February 9, 2021
show April-Lynn's posts
Fortunato Restagno, Brand Coach
4
January 25, 2021
show Fortunato's posts
Patricia Giesbrecht, Business Coach
4
December 10, 2020
show Patricia's posts
Afsar Shah, Business & Regulatory Coach
7
May 12, 2020
show Afsar's posts
Bob King, Business Coach
1
August 30, 2019
show Bob's posts
Heather Amlin, Operations & Efficiencies Coach
1
June 17, 2019
show Heather's posts
Art Schooley, Business Coach
1
June 17, 2019
show Art's posts

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