Marketing

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.

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?

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.

Maribeth Kuzmeski, president of Red Zone Marketing, suggests financial advisors should embrace social media to promote themselves and find creative, meaningful ways to differentiate yourself from competitors.

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.

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?

Giving feedback, recognition and rewards to staff is a worthy management technique that can help grow your business.

Practice management tips to gain visibility and get you recognized as an expert.

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.

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.

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.

A tight focus on doctors as clients keeps Ara Oghoorian, founder and president of ACap Asset Management, Inc., on top of the specialized needs of his clientele. ACap is a financial advisory firm located in Beverly Hills, Calif.

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.

Ignoring your marketing efforts for administrative work can be detrimental

You can be the best financial advisor in the world but if people don't know you're there, they'll miss out -- and so will you. And when people do find you, either through a referral or targeted marketing strategy, how are they likely to respond?

I’m in Chicago today where I’ll be speaking on a panel about social media and building a strong online presence at the Women Advisors Forum.

Leaders who focus on employees' best attributes reap the greatest rewards.

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.…

Generating more business and client referrals could be as simple as segmenting your client base.

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. …