Niche or Nowhere Marketing? You Decide
One of the most important decisions a financial advisor makes each day is, “Who am I going to market my products and services to?” Some of the loneliest and least successful advisors in the industry are those who choose to be all things to all people at all times. The jack-of-all-trades and master-of-none is usually due to a lack of discipline, planning, and business focus.
Marketing is more of a science that requires a thoughtful approach to reach a successful conclusion. Turn to your book of business and determine who your favorite clients are. What characteristics do they have in common? Build a marketing plan that will guide them to you. Your website, social media, seminars, and newsletters should speak to this market and resonate with them.