By John Capuano, Co-Founder of Simplicity Lone Beacon
If you haven’t figured out how to bundle your marketing platforms and messages…you’re wasting time, opportunity, and money.
By far, the biggest marketing waste is when financial advisories and institutions use different people or firms to execute multiple marketing channels via separate silos.
As a result of the “silo” approach, the themes, the timing, and even the messaging to your own staff are incongruous. Multiple sources becomes super-costly to employ or retain. But the worst part about it, is that someone in your firm has to manage it all…and chances are they don’t know what they really should be managing. Oh, and then there’s the fact that your marketing rarely works when it’s handled this way.
The financial space is behind the rest of the world in understanding and executing effective marketing in the modern era. There are too many people pitching single-source solutions that almost always lead to dead ends. But advisories and institutions keep buying them because they seem easy…or affordable.
But at some point, those same advisories and institutions should consider the YEARS they’ve wasted, the MONEY they’ve spent, and the CLIENTS they’ve lost because they made uninformed, or dare I say, lazy tradeoffs.
A series of dinner seminars is 𝗻𝗼𝘁 a sustainable plan. A Facebook presence is 𝗻𝗼𝘁 a sustainable plan. A nurturing platform is 𝗻𝗼𝘁 a sustainable plan. But when they’re all combined, they become sustainable and your revenue grows exponentially.
Consider this challenge: Trace back the last five years of marketing elements that you’ve deployed and calculate their cost, the time you spent managing them, and the return. Has the growth compounded?
Bundling your marketing is no different than bundling your clients’ investments. 𝗧𝗵𝗶𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗻𝗼𝘁 𝗯𝗲 𝗮𝗻 𝗶𝗻𝘁𝗲𝗹𝗹𝗲𝗰𝘁𝘂𝗮𝗹 𝗹𝗲𝗮𝗽. And after all, you’re in the investment business…who better than yourself or your own company to invest in.
About the Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
