Category: Financial Marketing

Your marketing program needs to include financial marketing cross-selling, or you are leaving potential sales on the table. It’s a common mistake to believe your clients know all the services your firm offers. By cross-selling, I don’t mean listing all your services Read More

While the traditional sales funnel ends with the close, I believe the sales funnel should extend to financial marketing referrals. Referrals aren’t always a natural progression from having a happy client. Getting referrals takes effort but is well worth it. Remember, referrals Read More

Glisser founder Mike Piddock describes audience engagement as “… providing an outlet for audiences to interact with, be it through an empowered presenter or a physical stimulus. It is making sure you don’t presume the attention of your attendees for the duration Read More

If you are like most accounting or financial firms, you have both business and individual clients. When developing a marketing strategy, you need to include both. Consequently, you should determine the best lead generation and marketing approach for each. This evaluation will Read More

Search engine optimization (SEO) is often a confusing topic for our financial clients. When discussing terms like SEM (Search Engine Marketing), keywords, longtail keywords, organic, off-page, and ad words, it’s no wonder financial marketing SEO is an enigma. For example, I could Read More

Anyone that works with the financial industry understands that tax season can be all-consuming for tax professionals. However, taking a financial marketing break for 4-6 months can be detrimental to your firm’s success. The following are tips to help keep your marketing Read More

Blogs are an essential part of a firm’s marketing mix. The following are several factors to consider when working on your financial marketing blog campaign. Financial marketing blog campaign topics One of the difficulties of a blog is coming up with what Read More

Often clients ask what one lead generation tactic they should be doing. The answer is that they should not be doing one but several. Using cross media in financial marketing is essential to obtaining new clients. Here’s why. Which cross media in Read More

Growing clients for financial firms involves a plethora of strategies, messaging, techniques and metrics. However, when you multiply all of those tactics, it really results in creating financial marketing trust in potential client. After all, if the prospect doesn’t believe they can Read More

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