Marketing is the secret sauce behind many successful wealth management firms.
It starts with developing a unique brand – from creating a brand name and distinctive design to leveraging that brand through various means.
Then there are messages – a similar value proposition and supporting content – broadcast to the market. It's how a wealth management firm stands out from a sea of others – and the advent of social media has made it a ubiquitous and essential part of growing a business.
But how does it work? If you are starting a new business, where do you start? And if you work within an existing brand, how do you scale up your marketing efforts?
To answer these questions and more, we called on Gordon “Gordy” Abel, the seasoned marketing professional who serves as Chief Marketing Officer for Dynasty Financial Partners, one of the wealth management industry's leading independent platforms for advisors and teams looking to build the freelance business of their dreams.
Gordy joins Jason Diamond to share his unique vantage point as Dynasty's CMO and “outsourced” CMO for the independent RIAs in their network.
He and Jason discuss all things marketing specifically as it relates to wealth management businesses, including:
- Why marketing matters – and what you need to do to improve your presence and exposure.
- How to leverage a brand—whether you're an employee of a well-known firm or you've just launched a new independent entity.
- What's in a name and how some of the most memorable brands were created.
- The key ingredients of a successful value proposition – and what can be considered effective differentiators.
- The biggest hurdles advisors face when launching a new independent brand—and how to avoid them.
- The role of marketing in M&A—and how a strategic marketing program can make the recruiting and acquisition process more efficient.
Plus, Gordy and Jason discuss the future of marketing, the impact of AI, and much more! It's an episode that shows why marketing, when done right, is an investment that can pay off big.