“The client’s journey” (also called the buyer’s journey) is a term thrown around a lot in marketing, but what does it actually mean and do advisors need to care? In this week’s marketing tip, Craig and Brandon define the “client’s journey” and why advisors need to consider it in their marketing.

In the simplest of terms, the client’s journey is the process people go through to become aware of, evaluate, and purchase a new service, such as retirement planning or investing. Any time you plan a new marketing initiative, consider those three stages of a client’ journey and how your strategy plays into it. How will your initiative help a prospect move through the awareness and consideration stages to the decision stage? This will help you make more intentional marketing decisions and see better results.

If you’d like to learn more about this journey, check out this great article from Hubspot.

We love to share what we’ve learned from the thousands of financial professionals with whom we’ve worked. Take a look at more marketing tips.