The role of marketing within wealth management firms has primarily been piecemealed over time. Historically, wealth management companies didn’t need marketing.
The way a firm grew was either by cold calling, hosting seminars, mailers or more. These tasks didn’t really require a dedicated person on the team to have their own title handling marketing efforts.
Fast forward to the 2020’s, and the word marketing has become a much more muti-facted arena. Listen to our podcast with Jeff Concepcion in which we discuss how vast the role is. The responsibilities include content creation, pull marketing, search engine optimization, engaging with your followers on social media, humanizing your brand digitally, sponsoring events, print and digital media, and a lot more. It is way too much work to be piecemailed.
It requires full time attention and delegation.
What does this all mean for advisors?
Many advisors have outsourced this task to firms who specialize in it. Our firm serves as an Outsourced Chief Marketing Officer to a network of advisors which collectively manage over $30 BN in assets.
However, some people prefer to do the task internally. They have observed the pros and cons to outsourcing. We have highlighted those here.
Furthermore, many such firms may be already happy with the in-house person they have who has evolved from either an operational role, or straight from college and now handling such responsibilities.
However, as we all know, attracting investors to hand over their lifetime of wealth isn’t as simple as posting a few illustrations on Linkedin and calling it a day. It requires target marketing, video creation to humanize your brand, a much more modern and robust website to engage your viewers, social proof marketing and a lot more.
Because of that, we have created a Certification program that you can invest in on behalf of your designated in-house marketing professional, arming them with the tools and education that frankly they didn’t learn necessarily before taking on this role.
The education can range from website design, to content creation, video directing, and a lot more. You get to choose the topics you want your in-house professional to become better at. Or, we can tell you what they should improve on.
Similarly, if you are a marketing person looking to break into wealth management and financial marketing, it’s going to be important for you to showcase to your new managers that you understand investor psychology, investment language, and a bit more about the investment landscape. Because, let’s face it, when you first learn about this field, you too may be tempted to think that “wholistic wealth management” sounds like the newest thing since sliced bread. Only to find out, you’re swimming in a sea of sameness! Branding for advisors is going to be crucial.
To learn more about this program, please click here. It’ll be one of the best investments you can make.