This article was first featured in Financial Advisor Magazine on Nov 1st, 2021.  Marketing is an ever-changing subject for advisors. For many of them, the biggest challenge is simply keeping up. Unfortunately, they are under time constraints, and that makes their marketing practices ineffective. They might blog, but only inconsistently, and they might avoid social media. What is worth the time? To help, I’ve compiled a list of five common digital marketing mistakes and offered suggestions for how to address them without a lot of effort. 1. Not Communicating Effectively—Or Enough This is t ..read more

This article was first featured in Financial Advisor Magazine on Dec 1st, 2021.  If you’re targeting a professional audience, LinkedIn, with its 750 million users, is the place to be for marketers wanting to get the best bang for their buck. For advisors seeking clients among business owners and corporate executives, as well as firms looking to grow through mergers and acquisitions or seeking new recruits, LinkedIn offers several ad options at different costs. Advertising budget needs vary by business, but putting aside about $500 to $750 per month should yield significant returns on inve ..read more

This article was first featured in Financial Advisor Magazine on Mar 1st, 2022.  Video is always a hot topic in marketing. And no wonder: It offers 66% more qualified leads per year, much more than other media do. And when there are more than 244 million digital video viewers in the U.S. alone, it’s no challenge for you to reach your ideal audience. Better yet, video adds a sense of quality and personality to a site—it’s the next best thing to a one-on-one meeting. So, if you’re going to take on a new marketing venture this year, why not make it this one? You might be worried that it’s to ..read more

This article was first featured in Financial Advisor Magazine on Apr 1st, 2022.  How do you get noticed more in search engines? It’s a popular subject but also a daunting one. To help advisors increase organic traffic to their websites, I’d like to share five of my favorite tips for raising their profile through searches, otherwise known as search engine optimization or SEO. These tips are certainly not an exhaustive list, but they are some of the most reliable. 1. Choose The Right Keywords Keywords are essential to the success in search engines. They determine the type of content you cre ..read more

This article was first featured in Financial Advisor Magazine on May 24th, 2022.  Frequent communication is one of the most important ways you can establish trust with your clients. In fact, according to a recent McKinsey & Co. survey on global wealth and asset management, clients’ satisfaction with their financial advisor is directly correlated with the frequency of the advisor’s communications. Yet only 33% of clients in the study said their advisor connects with them at least once a month. Sixty percent of clients hear from their advisor every three months or less. Couple this with ..read more

This article was first featured in Financial Advisor Magazine on May 1st, 2021.  Most financial advisors I speak with are either seeing fantastic results from social media—or none at all. Those seeing none might start to believe it isn’t an effective marketing tool. But that’s far from the truth. In fact, advisors who participated in a 2019 Putnam Investments study said they received an average AUM of $4.9 million from social media initiatives. So what should advisors like you do to see social media success? The key is to establish an effective content strategy, one that attracts prospect ..read more

This article was first featured in Financial Advisor Magazine on Jul 15th, 2022.  Financial advisors are more connected digitally than ever before. And when it comes to prospecting and growing your business, social media is one of the best places to leverage your digital presence. Not only can you share relevant content and show your industry expertise, but it’s a great place to showcase your brand and authenticity to connect with potential clients. And while every social media platform has pros and cons, LinkedIn offers staggering advantages, as it is the best for prospecting new clients ..read more

This article was first featured in Financial Advisor Magazine on Sep 1st, 2022.  According to Financial Advisor magazine, poor communication is the No. 1 reason clients leave their financial advisors. And during times of volatility, timely and effective communication is doubly important. But that does not mean advisors should rush out to write something. Going too quickly can often result in poor quality, which can be almost as bad as never communicating. Luckily, by following a few copywriting golden rules, you can write an effective message while still saving yourself time. Read on to l ..read more

This article was first featured in Financial Advisor Magazine on Nov 1st, 2022.  Video is undoubtedly one of the most powerful marketing tools. In fact, research from HubSpot shows that 54% of consumers want to see more video content from the brands and businesses they support. And if you’re a financial advisor, video can help you elevate your brand and connect with clients and prospects. Still, despite the many benefits of video marketing, most advisors are intimidated or unsure of where to start. I’ve compiled this quick guide to help you get over your hesitancy and begin your video jou ..read more

This article was first featured in Financial Advisor Magazine on Mar 1st, 2023. As a financial advisor, you know your website is critical to your online presence. It’s the foundation of your marketing, serving as the home base where prospects and clients find you. That means the site needs to be as effective as possible, using the best design and marketing ideas to turn prospects into clients and create the best user experience. To help you along the road to success, I’ve put together a quick list of the top five pages every site needs to have to be effective, as well as a few ways to improve ..read more