Financial Advisors Planning For Growth
How to Gain A Direct Path
To More Of Your Desired Clients for Greater Growth
In recent years the sheer momentum of the marketplace has contributed solidly to the growth of financial advisory practices.
Today many firms are caught off guard without a blueprint to direct them through uncertain markets.
Winging it is especially dangerous in today’s less settled climate. It can produce hit-or-miss marketing and stunt your growth.
Yet, you may not have a course of action that’s well mapped out.
What’s Holding You Back in Planning for Greater Growth?
For some financial advisors it’s squeezing time from your day, as you’re caught in a juggling act between being a marketer, being a financial advisor, and running a business.
For others, it’s not having a course of action that’s well mapped out. That leads to prospecting and lead generation that’s slapdash and unpredictable.
The landscape for financial advisors is shifting with prospects having very specific ideas about what they are looking for from an advisor.
Yet many advisors are promoting a generic message that pushes the same services many others offer. Nor does their message fully match what prospects are looking for.
Your Solution? Your Marketing Plan for Growth
Here’s a marketing plan that hands you a simple, straightforward system to gain more appointments and clients.
You’ll be able to zero in on proven marketing tools that will be most effective for your unique financial advisory practice.
And that saves your scarcest resource – your time.
To gain these advantages we invite you to . . .
Follow These 7 Steps In Your Winning Marketing Plan for Your Financial Advisory Firm:
1 – State Your Desired Outcome
Don’t be vague. Be sure to spell out your purpose in specific detail.
The point here is to build your growth plan on a sturdy base.
2 – Construct Your Growth Foundation: Understand Your Target Market
Draw a shimmering portrait of your Ideal Target Audience with concrete details.
You really want to grasp exactly what they want from you. And if you have more than one Target Audience, draw a striking portrait for each one.
“The aim of marketing,” Peter Drucker said,
“is to know and understand the customer so well
the product or service fits him [or her] and sells itself.”
We’ve added a guide to draw a rich portrait of your target audience “From Boring to Wonderfully Effective Communications With Your Target Audience” in the “Communicating” section of this website.
3 – Next for Your Growth Foundation: Differentiate Your Practice to Leave the Pack Behind
This step of marketing planning for growth starts with you and vital questions like these:
- What are my strengths as an individual?
- How do I stand out as a financial advisor?
- Where is my passion?
Once you have answered these questions, you are ready to answer this one overriding question:
How can I gain dramatic differentiation over everyone else in my field?
4 – As You Continue with Your Marketing Plan for Financial Advisors: Pack Your Plan with Proof
Proof is paramount! People are more suspicious and skeptical than ever.
You’ll need an abundance of Credibility Builders and Believability Boosters to win over your skeptical prospects. Your job, then, is to relieve your prospects’ doubts.
Credibility comes from your credentials and qualifications.
But credibility will take you only so far.
Believability comes from proof.
Pack your plan with proof.
And this step is one that’s missing from most financial advisors’ marketing plans.
5 – Choose Your Marketing Strategies, Programs, and Tactics
Here you select tools and tactics that will be most effective in planning for your growth.
The more you know about . . .
- yourself (especially your strengths),
- your clients, and
- your ideal prospects
the more powerful this step will be.
6 – Your Next Step in Planning for Your Financial Advisor Growth Plan Is to Generate a Marketing Action Guide
In the Action Guide you fill in the who, what, when, where, and how of your marketing plan.
Be aware: one contact is never enough in the real world of distractions, clutter, and overload.
Here’s where you set out your marketing sequence in full detail.
Caution: Never let your action guide disappear in the clamor of day-to-day business.
7 – Assess Results from Your Plan for Growth
Keep a record of where each prospect and every client came from. Then, you’ll know with certainty how well each marketing tool is performing. As a business owner or executive, you may care most about revenues and costs.
“The road to success is always under construction.”
– Lily Tomlin
At the end of your 6-month or 8-month plan, prepare to move forward with your plan.
Pursue with all your might what is working.
Drop the duds, and
Add a new twist or a new marketing tool to your mix.
Caution: over and over again we see advisors in the rush to grab the benefits of social media jump in without a plan. Don’t let this happen to you.
Discover the difference it would make to your practice
to call on marketing planning for growth
that “attracts the right people to what we do.”
Call Bob Hanson for a complimentary consultation 617-901-6886 or email firstname.lastname@example.org