Week 9

Embrace and Commit to Your Marketing Approach

We have observed that financial advisory firms tend to follow one of three overall marketing approaches to attract new clients:

• Transaction approach: Firms engage in direct-marketing campaigns such as workshops, direct mail, or ads.

• Relationship approach: Firms rely on referrals from clients and centers of influence or their reputation in the community.

• Expertise approach: Firms focus on being an expert in a niche market.

All three approaches can be successful. The goal is to embrace the approach that is best for your firm and then commit your time, money, and energy to fully capitalize on its effectiveness. 

P.S. Interested in learning more on this topic? Check out our in-depth blog and video training, “Three Approaches to Financial Advisor Marketing.”