With Paul Fullerton, Senior Consultant, Business Consulting and Education
November 28, 2018
I'm Paul Fullerton with Schwab Advisor Services. On the Business Consulting and Education team, we work with some of the fastest-growing advisory firms across the country, helping them to solve their unique challenges and strategically manage and grow their firms.
Every year we learn from our Benchmarking Study that growth is a key priority for most firms. That probably doesn't surprise you, but what if I told you that marketing could play a pivotal role in helping firms reach new levels of growth? Communicating the value your firm delivers into the market can have a big impact on your business.
For instance, we see that firms who have an intentional referral approach and employ a broad set of marketing tactics are able to grow at over twice the rate of their peers.
In a world where we are more connected than ever, marketing plays a central role in how advisors engage with clients and prospects. And that includes digital marketing. The Internet is transforming the way investors seek information, which is also influencing how they make important decisions about their lives. Because of this, the fastest-growing firms leverage a robust digital presence. Through a systematic, disciplined approach to marketing, these firms are able to effectively communicate their value and engage clients and prospects across all channels, both digitally and face-to-face in a way that reinforces their reputation or brand. They effectively amplify their brand within the market, compelling existing clients to talk about their firm with their ecosystem of family, friends, and colleagues.
That's why I'm excited to share Schwab's consultative program, Amplifying Your Value, which helps you develop or expand your marketing strategy and effectively communicate your firm's value into the community you serve in a way that increases referrals and generates new business.
Advisors participating in the program will walk away with a marketing strategy that is aligned with your firm's growth objectives, actionable insights on how to optimize your digital presence, an approach for developing targeted messaging, and a foundation for assessing the performance of your marketing efforts.
The centerpiece of the program is a guided exercise to help you develop your targeted marketing strategy. With your ideal client in mind you will assess marketing tactics and determine whether they are relevant for your plan.
Once you learn this approach, you and your team will be able to assess your efforts, ensuring that they consistently and effectively amplify your firm's message.
You'll start with defining your firm's marketing goals to ensure your strategy supports your business and helps drive firm performance. Then you'll focus on identifying those clients your firm is best suited to serve and understanding how their behaviors help to inform your marketing plan.
Next, we'll take a deep dive into the different communication channels tactic-by-tactic, taking into consideration the necessary budget, time, and people needed to implement and maintain each activity on an ongoing basis. During this stage, you'll also explore the latest thinking around digital best practices, gain insights into how your firm is showing up online, and identify ways you can enhance your digital presence.
In the next stage, we'll examine the significance of developing messaging that consistently communicates your value proposition and differentiates your firm across all channels and tactics.
Finally, we'll tackle the importance of measurement to help you optimize the effectiveness of your marketing.
Our program is designed to help you improve your marketing so you can effectively communicate your brand and differentiate your firm in an ever-increasing competitive marketplace.
We leverage 25 years of experience working with advisors and integrate insights from Schwab's RIA Benchmarking Study from over 3,000 firms, resulting in actionable best practices from across the industry.
At Schwab, we build these programs because we want you to achieve your goals. We understand the value of your time and effort and we appreciate the trust you place in us. If you would like to see your marketing efforts go to the next level, I encourage you to participate in this invitation-only program.
Should you have any questions, don't hesitate to reach out to your Schwab team. Thank you.
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This material is for institutional investor use only. This material may not be forwarded or made available, in part or in whole, to any party that is not an institutional investor.
The RIA Benchmarking Study compares self-reported data from advisory firms that custody their assets with Schwab. Schwab does not independently verify or validate the self-reported information. Participant firms represent various sizes and business models. Best-Managed Firms represents advisors in the study who are in the top 20% of qualifying firms, ranked by productivity (revenue per professional), profitability (standardized operating margin), revenue growth (compound annual growth rate in revenue) and net asset growth (compound annual growth rate from net asset flow). The top 20% of firms was calculated after removing those with less than $1 million in revenue or fewer than two professional staff. Best-Managed Firms were selected without regard to peer group, and most groups are represented in the Best-Managed Firms group.
Schwab Advisor Services™ serves independent investment advisors and includes the custody, trading and support services of Schwab. Independent investment advisors are not owned, affiliated with or supervised by Schwab. Experiences expressed by advisors may not be representative of the experience of other advisors and are not a guarantee of future success.
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