Winning new business is part marketing, part sales. Rethinking your approach to both may help boost existing client acquisition channels and open new opportunities.
Are you exploring the addition of new technology? Trying to hire an extra set of hands for planning? Eager to hit new revenue targets?
The right marketing and sales strategy may potentially propel you forward and help you turn your goals into reality, said Kelly Waltrich, Co-founder and CEO of intention.ly, a marketing firm serving the financial services industry. But, in her opinion, it starts with knowing who you are and aligning that with how you present yourself.
In a discussion with hosts Bill Coppel and Ryan Neal on Episode 15 of Synergize, Waltrich explains why she believes marketing and revenue goals need to be part of the same conversation. It’s a conversation, however, that should start with the basics.
It seems that many advisors are still struggling to understand what good marketing looks like, says Waltrich. To bridge that gap, it can be important to start from square one, she says, in this lightly edited excerpt.
Kelly Waltrich, Co-Founder and CEO of intention.ly: “We are very much believers that advisors need to take a step back. Before they launch a website, before they get their collateral, before they get their stationery, and all the things that advisory firms want to jump towards — they need to know who they are and what sets them apart. This is not rocket science, guys. We see this as Marketing 101.
This is the answer to: ‘Why do clients want to work with you?’
I am so much more of a stickler around this since starting my own business, feeling what it means to differentiate yourself, and feeling what it means to truly embrace the things that make you different.
I am pushing every RIA I talk to, to rethink their brand identity. I ask them to look at and to read what they have on their website.
They need to truly ask themselves, ‘Is this who I want to be? Is this what I want people to take away from who our firm is? Is this truly how I want to represent myself?’
And I love asking people that face-to-face. I will read them things from their website and ask, ‘Is this who you are?’”
The Synergize podcast explores the evolving role of the financial advisor in an emerging AI-driven world. Hosts TradePMR Chief Client Growth Officer Bill Coppel and Senior Editor Ryan Neal bring together thought leaders and industry experts across a range of disciplines, sharing insights designed to help registered investment advisors thrive in the industry of tomorrow. Listen and subscribe for free on Apple Podcasts, Spotify, and YouTube.
About TradePMR
For more than two decades, TradePMR has worked with growth-minded independent registered investment advisors (RIAs), providing innovative technology tools and support designed to transform their businesses. The privately-held brokerage and custodian services provider (Member FINRA/SIPC), based in Gainesville, Fla., works to streamline investment advisors' operations through comprehensive custodial, operational, and trading support. For more information, visit www.TradePMR.com.
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