After over thirty years of working in the industry, I have had numerous clients ask what is the financial marketing definition? The American Marketing Association (AMA) defines it as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging Read More
Undoubtedly, the COVID-19 crisis has had an impact on many aspects of business. And financial marketing advertising is no exception. Keeping this essential part of building brand recognition and top-of-the-mind awareness still needs to be part of your program even in these Read More
In this article, I want to address the elements of financial marketing branding. This topic isn’t about building brand awareness, but the steps needed to create the proper brand. A brand that represents your firm in a way the expresses who you Read More
When working with financial clients, I have found that they have difficulty distinguishing their firm from others. After all, most accounting or financial advisors offer similar services. Of course, the limitations of meeting compliance for financial advisors’ marketing text doesn’t help. The Read More
Now that several stay at home orders are loosening, we will be getting back to a different form of “business as usual.” With everything that will be going on to stay safe as the COVID-19 crisis continues, don’t neglect your financial marketing Read More
Despite the current uncertain situation with the COVID-19 pandemic, you need to consider your financial marketing strategy. While this is a complex time with many factors to consider regarding the operations of your firm, these three areas should be top priority: Financial Read More
In my last two blogs on financial marketing, I wrote about solution selling and influencer selling. In this article, I will address financial marketing satisfaction selling. While this may sound strange since it is usually a customer that satisfaction is associated with, Read More
Most financial firms I have worked with a focus on selling services. While it is necessary to present the services you offer, I think the focus should be on financial marketing solution selling. When you connect your services with a solution, you Read More
Over the years, my financial marketing clients have expressed how difficult it can be to put on the salesperson hat. After all, most of the selling done in financial firms are handled by accountants not trained in sales. Other than signing up Read More
Over my career, I have had many clients over the years ask if it is worth the effort to develop team profiles as a sales tool. While I don’t feel bios are critical in B2C marketing, B2B is another animal. B2B marketing Read More
Lead generation is challenging in any B2B marketing strategy. However, it can be especially tricky in financial marketing lead generation. In this blog, I will cover the key points to understand when developing a financial lead generation program. The types of lead Read More
Planning and implementing an efficient and effective financial marketing program can be a daunting task. When you are spending any amount of your firm’s money for marketing, advertising or sales, the responsibility can be a bit overwhelming. Because a financial marketing program Read More
Inbound marketing is all the buzz in marketing today. If you haven’t heard of inbound marketing, it consists of tactics that draw qualified prospects to a business by offering relevant content. The content needs to be informative and the method of supplying Read More
Have you audited your 2019 financial marketing plan? As we roll into the final month of the first quarter, I’m sure your 2019 financial marketing plan is off to a good start. However, if like most financial firms you are knee deep Read More
Understanding the roles in the financial marketing sales funnel Because it’s called the sales funnel, it’s often forgotten that marketing and lead generation also plays a role in it. Of course, both are an essential part of the sales funnel, though the Read More
The five essentials of a financial marketing program Developing a financial marketing program as you go along usually doesn’t yield the best results. Your sales and marketing program is an investment in the future of your firm. For this reason, you need Read More