Massive Marketing Mistakes

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Ever since investing became a commodity, advisors have understood the need to expand their services. That’s why most advisors hold themselves out as “comprehensive wealth managers” or use a similar description.

They know the value of integrating all parts of their clients’ finances.

Ironically, many of those advisors don’t see the benefit of integrating their marketing. This failure results in significant lost opportunity, improper focus and a waste of marketing dollars.

Plans and budgets

To be serious about marketing, you need a plan and a budget.

One survey (discussed here) found that only 17% of financial advisors have a marketing plan.

You also need an appropriate budget for marketing, but how much should that be? According to marketing consultant Frank DePino, “a financial advisor should anticipate spending 4-10% of their revenue on marketing.”

Few advisors spend even 4%.