This episode on FinMar Today addresses the topic of Keyword Search for RIAs. By looking at a strategy that focuses on localization and personalization, I believe independent wealth management brands can compete.
This episode of FinMar Today addresses the topic of first click vs last click attribution to our marketing dollars. In this episode, I talk about the danger of trying to attribute every individual marketing activity to associated new assets. This type of thinking causes us to have fragmented marketing campaigns with a lot of starts and stops making it difficult to get your firm’s marketing off the ground. (more…)
The other day I was looking at strategies to expand my activities to save and invest for retirement and I began to think about the similarities that should exist between wealth managers and professional marketers. My financial advisors have all set the appropriate expectations on what I can expect from my investments over the next 5, 10, 15 and 20 years. I have been told to expect a 5% to 8% +/- return on my investments and to run away from anybody who promises to double my money. So then why have many owners and managers set an unrealistic expectation on how their marketing dollars will impact AUM?
Almost 20 years later, my grade in Psychology 101 is still a sore subject for me because it was my lowest grade in college and not because I didn’t love the subject of Psychology. Ironically it was because I knew too much for my professor to handle. The summer before my sophomore year I read as much as I could on the theory of self-actualization.
Recently my 8-year-old daughter began competitive swimming. It is a joy to watch her win a heat in the events she is competing in but that is not what my wife and I have focused on as the measure of success. If she comes in last in a heat but beats her last best previous time by 3 seconds that is a huge win for her. As a beginner, the measure of success is to continue to beat her last best time.
I was on the way back from a business trip a couple months ago and I was reading an article in WealthManagement.com on the importance of continually testing and measuring your marketing assumptions. I was all pumped up after spending the weekend at the Fairmont in Scottsdale talking about marketing with some of the top RIAs in the country. Reading the article, it hit me that the lessons are universal principles that all managers should integrate into their marketing efforts.