Four Marketing Cornerstones for Advisors

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As an independent financial advisor, building and growing a sustainable business requires developing a strong marketing foundation. To attract quality prospects, convert them into satisfied clients, and make it easy for those clients to spread the word about your firm, marketing must be integral to what you do.

But when small business owners think of marketing, tactics usually come to mind first. For example, if you want to promote your firm, you may consider designing a new brochure, increasing your social media activity, or paying for Google Ads. All those activities can help you grow your business, but they are not likely to be effective if you don’t already have a solid marketing foundation in place.

What makes a strong marketing foundation?

Marketing is an all-encompassing term that refers to actions taken to attract prospects and convert them into clients. It involves the messaging, approach, and steps necessary to get in front of those prospects, gain their attention, demonstrate the value your firm offers, strengthen client loyalty, inspire word-of-mouth referrals, and ultimately increase your client base.

Having a strong marketing foundation requires the following four cornerstones to make the tactics and strategies you implement effective: