On Tuesday, July 25, my new book, “Uncomparable: The Financial Advisor’s Guide to Standing Out Through Niche Marketing,” will be available for purchase. In celebration of the release, I will send modified tips pulled from the book over the next several weeks.

Understand the Customer Journey as an Ecosystem, Not a Funnel

Marketing for high-priced, high-commitment services like financial planning or investment management is rarely a linear, funnel-like process. Prospects often require nurturing over years with multiple touchpoints across different channels.

The purchasing process is more like an interconnected network of marketing activities—an ecosystem. It’s crucial to maintain visibility and provide value at each touchpoint.

For example, a prospect might see you at an event, download your slides, and ignore your drip emails—but see your name month after month. They might read your comment in a social media group, open your newsletter, and attend your webinar. This interconnected network of activities builds trust over time, leading them down the path of becoming a client.

Learn more about this tip on Page 145 of “Uncomparable.”