Marketing Insights from the Trenches

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I’ve learned a lot through my work consulting with advisors. Here are some marketing insights to help you plan for 2023.

1. Don’t confuse action with progress

I’m struck by how often advisors report they have been burned by consultants who promise the moon and deliver… nothing.

I’m unaware of any marketing initiative that delivers a positive ROI and quick results in exchange for hefty fees.

I get the most complaints about companies that claim to deliver qualified leads, with social media schemes coming in at a close second and SEO third.

Good marketing, much like responsible investing, requires time and patience.

There are no quick fixes.

2. Training issues

Training for investment advisors is different from training in other industries.

Many advisors hold impressive credentials, like the CFP® and CFA® certifications. A surprisingly large number are also certified public accountants.