Just as investment portfolios are not a set-it-and-forget-it exercise, neither is a financial advisor’s marketing plan. There are several good reasons why advisors should set aside time each year to review their marketing plan.
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In the circle of life, and business, many struggle with where to focus their priorities: Work or family? The big project for the boss or what the client needs? A son’s baseball game or a daughter’s dance recital? The mental load that many are expected to carry daily is often overwhelming.
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The share of female financial advisors remains frustratingly low. This is not news. One estimate by the Bureau of Labor Statistics indicates that 31% of financial advisors are women, though Barron’s puts that number closer to 20%. Nor is it news that the share of women advisors has increased in recent years—a welcome sign of progress. Nevertheless, despite industry and individual efforts to recruit and retain female financial advisors, progress has been disappointing. Why is that?
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We are entering a new era of digital transformation. The integration of digital technology is resulting in fundamental changes in the business landscape—how they operate, their rate of margin growth and, most importantly, the level of customer engagement.
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A confluence of trends—social media, changing consumer expectations and COVID—is rewriting the marketing playbook, requiring financial advisors to rethink their strategies for new business development.
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