Article Archive
Measuring Marketing ROI
Journal of Financial Planning, February 2013
The question, “How do I measure the return on investment of my marketing dollars?” is a difficult one to answer, because most financial advisers acquire new clients as a result of a combination of coordinated activities, not just a single campaign. Despite its complexity, measuring marketing ROI can be done. This article presents a guide for getting started.
U
se the Funnel to Create a Strategic Marketing Plan
Practice Management Solutions, November/December 2012
Acquiring a new client doesn’t happen by magic. Before a client ever sits down in your office to engage your services, he goes through a series of progressive steps to reach the decision to hire you.
First, he has to become aware of your firm. Maybe it is through word of mouth from a colleague, or maybe it is from a seminar invitation you mailed.
Capture More Online Leads With Landing Pages
Practice Management Solutions, September/October 2012
Nearly every adviser has a website today. The website has replaced the brochure as the must-have marketing communication piece. But if you're like many advisers, you're probably frustrated by the number of leads you receive from your website. After all, you spent dozens of hours writing content and working with a web designer-shouldn't your site produce leads? You may even have online forms for people to sign up for your newsletter or schedule a consultation. And still, the leads only trickle in, if at all.
6 Ideas for Using Pinterest
Practice Management Solutions, May/June 2012
If you don't follow social media closely, you may not have heard of Pinterest … yet. As the fastest-growing social media site today, it is becoming an important marketing tool, especially for companies targeting women. As of Jan. 31 there were more than 11.7 million users on Pinterest; 87 percent of whom are women, and 64 percent of whom are over the age of 34, according to reports on Mashable.com.