An introductory guide to marketing for financial advisors

By Katie Godbout, Director of Sales & Marketing

Creating a marketing strategy is a key component for the success of your business. In this era of constant communication and instant notification, marketing is even more important than it’s ever been before. If you think that a marketing plan is just an email newsletter or a Facebook page, get ready to change your mind. Marketing strategy and business strategy go hand-in-hand, and if you have goals to grow your financial planning practice, this eBook offers the framework to do it. 

A strategic marketing plan usually has all of the following components. If you’re just starting out, it’s possible to get away with not making a plan for all of them write away, but the more you integrate into your plan, the more strategic it will be.

Parts of a strategic marketing plan

  • Goals
  • Objectives
  • Tactics
  • Competitive Analysis
  • Target Audience
  • Key Messages
  • Budget

At minimum, you must have a goal, objectives, and tactics. These three components will drive everything else.

I’ve found that the best way to achieve a goal, especially a big goal, is to start by clearly defining it. It’s ridiculously hard to achieve a goal that has not been defined. Think about it like this, if I dropped you off in a new city and told you to meet me at noon and didn’t tell you where we were meeting, do you think you’d be successful in finding your way to me? Nope. You’d be wandering around aimlessly. That’s what people who work for organizations without a clearly defined goal look like… lost.

Don’t be lost. Take the time to write down your destination and map your path to get there. I've created this free eBook to help you. It outlines the purpose of each of the parts of a strategic marketing plan, as well as explains how to get started creating that part of your plan. I even outline several examples you can use and modify to get you on your way as quickly as possible. 


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