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Much like financial advice, marketing and branding strategy isn’t a one-size-fits-all solution.
Each advisor, team and institution has a unique set of opportunities and priorities that will determine the right course of action. Even though growth is a frequently-stated goal, the path to get there depends completely on where you’re starting from and where you want to be.
To understand which strategies are going to work for you, you need to consider not only what you might be missing, but also what you already have that can be leveraged further—like lead channels, niche markets and areas of expertise. Once you identify these assets, your next step may be obvious, whether it’s strengthening your core brand, focusing on content marketing or exploring some other targeted strategy.
For others, it could be that your main objective has less to do with bringing in new business and more to do with keeping existing relationships strong. You may be focused on fostering COI partnerships or maintaining family ties as generational wealth shifts, for example.
In this case, understanding what’s worth investing in and what isn’t is a matter of evaluating those relationships and creating the right experiences. This could mean refining your client process, implementing tools to facilitate referral conversations, or documenting your value so that your client base understands all the behind-the-scenes support you provide them.
It’s not always easy to determine where the opportunity lies, so we’ve created two short exercises to help you get there. You can access them at the links below.
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