This week's tip is inspired by my article published last week on Kitces.com: Empowering Employee Advisors Who Struggle With Business Development By Narrowing Them Into A Niche.
Employee advisors at larger RIAs can drive business development and organic growth by specializing in a niche. Here's how firms can support this:
Encourage Niche Specialization: Advisors can build credibility and attract targeted clients by focusing on a specific profession or life event, even with limited experience.
Align Niche with Firm and Advisor: Ensure the niche aligns with the advisor's strengths and interests and the firm's mission, enhancing engagement and success.
Develop a Marketing Plan: Create a plan with two phases:
Launch: Build materials like a niche-focused landing page and update social media profiles.
Ongoing: Set quarterly goals for outreach, content creation, and networking.
Provide Time, Budget, and Support: Allocate time and money for niche development and offer marketing support through in-house teams or external agencies.
Mentorship and Coaching: Pair advisors with coaches or mentors for guidance, support, and accountability.
Continuous Evaluation: Regularly review progress, offer feedback, celebrate successes, and adjust the plan as needed.
These strategies help RIAs foster a team of specialized professionals who contribute to firm growth and client acquisition.