Updated on: November 19, 2021

Having command over your brand story can make all the difference when it comes to retaining clients and attracting new ones. Each touchpoint is an opportunity to reinforce your story and deliver value. But knowing how to engage in a way that builds your brand is easier said than done.

In the fourth episode of Season 2 of That Makes Cents, hosts Gwendaline Mazzara, VP of Practice Management and Consulting at Fidelity Investments, who helps advisors expand their business, and Paige Hill, Manager of Demand Generation at eMoney, who drives demand through multichannel marketing campaigns, discuss how financial professionals can interact with clients and prospects in ways that strengthen their brand.

The Key to Establishing Personal Brand

Before you can reinforce your brand, you need to know what story you’re trying to tell. Mazzara says start by thinking about your mission, vision, and values. Dig into who you are and what your firm stands for. What’s your “secret sauce”—the one thing other financial professionals can’t do as well as you can? Understanding your unique value is the core of brand building.

Hill adds that you also need to know who you’re speaking to. Identifying your niche and having a clear vision of your ideal client helps you create an effective brand story. You’re seeking to establish long-term—and even multigenerational—relationships. Understanding exactly how your value proposition helps your audience makes building (and maintaining) these relationships much easier.

The Power of Consistency

Maintaining a consistent brand and cadence in your marketing puts you ahead of your competition, says Mazzara. In the long term, having a continuous presence while driving home the same message pays dividends. It sends a clear message to clients and prospects and sets expectations for what their experience with you will look like. The more disjointed or opaque your message is, the less likely your targets are to engage.

Going in with the Right Expectations

Starting your marketing journey with realistic expectations will help you maintain your efforts for the long haul, says Hill. Gaining traction with digital marketing takes time. Much like building quality client relationships, marketing is a long-term game. It takes continuous effort and improvement to find what works and build an audience that generates leads.

While it may seem time-consuming, the effort is well worth it. Mazzara mentions that Fidelity ‘s 2020 Benchmarking Study discovered that 31 percent of new clients came from business development and marketing efforts.¹ Forty-seven percent came from existing referrals, while centers of influence contributed 16 percent and custodial referral programs 6 percent.¹ Marketing your business is becoming more important as prospective clients continue to turn online in search of financial advice.

Starting Your Marketing Journey

Beginning your marketing journey may be easier than you think. According to Mazzara, your marketing plan should be the child of your business plan, so it’s important to start there. Determine what types of marketing channels and activities will best support your business plan goals. Also, consider how you can measure the ROI of your marketing efforts and identify the key metrics that you’ll use as benchmarks for success.

Leveraging Content to Amplify Your Brand

One of the best marketing tactics that financial professionals can utilize, according to Mazzara, is content marketing. As a financial professional, you’re ultimately selling your intellectual capital. Sharing your philosophy on financial topics through educational content is the perfect way to establish your brand while also meeting client and prospect needs. This is particularly true today, as the pandemic has only accelerated the growing demand for content.

Hill echoes content’s importance in building a brand. Content in all its forms—from blog posts to podcasts—moves prospects along the buyer’s journey. To determine what kind of content is a good fit for your clients, return to your buyer personas and your marketing goals. When you have a clear picture of what your buyer’s journey looks like, you’ll be able to construct a more thoughtful plan, which translates to higher conversion and retention rates.

Hill adds that you aren’t obligated to create your own content from scratch. You can easily utilize pre-packaged content, or even share content created by other people and add your own unique perspective in a social media post.

To continue learning about how to build a brand, check out Season 2 of the That Makes Cents podcast to hear from other financial professionals about their marketing experiences.

Sources:

1. “The 2020 Fidelity RIA Benchmarking Study.” Fidelity Investments, September 2020. https://clearingcustody.fidelity.com/app/proxy/content?literatureURL=/9898611.PDF.

DISCLAIMER: The eMoney Advisor Blog is meant as an educational and informative resource for financial professionals and individuals alike. It is not meant to be, and should not be taken as financial, legal, tax or other professional advice. Those seeking professional advice may do so by consulting with a professional advisor. eMoney Advisor will not be liable for any actions you may take based on the content of this blog.

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