New Ideas for Growth

Bev Flaxington@BevFlaxington, The Collaborative

Finding creative ways to continue to grow an advisory business isn’t always easy. We asked advisors all over the country what some of the more interesting ideas are for marketing and business building. This blog is devoted to those advisors who are thinking outside of the box and trying new ideas.

Leveraging Social Media
In Greenwood Village, CO, Kelly O’Connor and her team researched the power of video. They realized they already had great information and material to share, so they produced short video commentaries. They have posted these on Facebook, LinkedIn, Twitter, YouTube, and the like. Clients, prospects, and centers of influence, forward these clips to others. Kelly says they’ve found that while people may not read a report or a white paper, they’ll watch a brief video if a friend forwards it and asks them to!

Loving What you Do – and Sharing it!
Sarah Wilson, CGA and CFP of T.E. Wealth in Calgary, Alberta, says that she enjoys financial planning so much that she feels compelled to talk to others “about their lives, goals, and financial aspirations.” She claims she is naturally “nosy,” but the truth is that advisors who are truly interested in others and take the time to talk, listen, and learn, even when a sale may not be imminent, are often open to opportunities that other advisors may miss.

3.4.13_Flaxington_Ideas_for_GrowthFinding Outside Resources
Safe Harbor Asset Management in Huntington, NY, has expanded their client base by doing everything from purchasing leads from specialized marketing companies to sponsoring seminars. They have had success using a service provided by Platinum Advisory Marketing Services, which creates a weekly market update for their clients that can be forwarded to a friend to join the mailing list and receive the same update.  John Boyd, an attorney, launched a site called MeetingWave.com that helps professional service practitioners arrange targeted networking meetings with the type of people desired as invitees. You can arrange coffee, lunch, or general networking via email.  Jennifer Dziubeck of Kel & Partners in Boston shared information about their firm – GiftsonTime.com, a free web-based tool that enables financial advisors to select and schedule clients’ gifts. This system allows you to put in a year’s worth of events, and with one click, find a vendor or gift that is appropriate for your client base.

Niche Marketing
Kristin Harad, founder of the VitaVie Financial Planning firm in California, targets new parents and families with young children in the Bay area. Because it can be challenging for parents of younger children to get out to a meeting, Kristin’s firm has created “weekend workshops at indoor play spaces.” She says, “The kids have a great time jumping around and having unsupervised play, while we get the parents’ undivided attention for a 90-minute presentation on the financial issues parents of young children face.” At a financial planning firm in Beverly Hills, Ara Oghoorian, CFA, has created marketing materials such as promotional prescription vials filled with jelly beans – the Rx sticker includes their logo and contact information. It’s a fun way to say, “We know our niche!” They also belong to ProVisors – a networking group consisting of CEO and high-level executives. Because they are speaking to the medical community, they spend time contacting medical associations and getting articles published in their newsletters on topics related to retirement, financial planning, and concerns that may resonate with medical professionals.

Try One On
What can your firm do that’s a little different to gain the attention of investors in a crowded market?

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