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Cracking the Code: How to Design a Scalable Advisor Marketing Program That Drives Growth

A candid conversation with firm leaders and marketing experts on what it takes to build a scalable, effective marketing program.
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Supporting the marketing efforts of multiple advisors isn’t easy – especially when each advisor has a different level of engagement, experience, and expectations. But some firms have figured out how to do it well – with measurable results.

Tune in for a high-impact conversation on what actually works when it comes to building advisor marketing programs that scale. It covers:

  • How successful firms structure their marketing support for advisors
  • How to balance centralized marketing vs. advisor-level personalization
  • What resources, content, and tools get the most engagement from advisors
  • How to drive adoption without overwhelming your team
  • Common mistakes firms make — and how to avoid them
  • How to measure what’s working (and where to pivot)

Short on time or just want the main points?

Here is your summary to skip ahead or scan through below.

  1. Setting the Stage: Advisors’ biggest pain points [0:30]
  2. What to Look For in a Marketing Partner [4:46]
  3. Recruiting Value Proposition: RFG Approach [27:19]
  4. Compliance is Critical [44:56]
Setting the Stage: Advisors’ biggest pain points [0:30]

Setting the Stage: Advisors’ biggest pain points [0:30]

  • Advisors NEED organic growth – a marketing program should facilitate this.
  • In order to scale growth, you’re touching every facet of the business: technology, investment management, compliance, and marketing.


What to Look For in a Marketing Partner [4:46]

What to Look For in a Marketing Partner [4:46]

  • People connect with people – make it easy for advisors to share their “why.”
  • Education and content marketing can set advisors apart.
  • RFG partnered with FMG to build a customized solution to meet their enterprise needs.
  • FMG’s platform allows RFG to combine customized content with a turnkey content library.


Recruiting Value Proposition: RFG Approach [27:19]

Recruiting Value Proposition: RFG Approach [27:19]

  • Define and build an advisor’s brand upon onboarding.
  • Create a marketing plan with the advisor for growth.
  • Invest in a content library that complements the marketing plan.


Compliance is Critical [44:56]

Compliance is Critical [44:56]

  • Compliance integration is a huge differentiator.
  • Don’t let compliance become a cop-out for not sharing content.
  • Scale is important – compliance needs to be able to efficiently approve content from advisors.
  • FMG’s pre-approved content library creates a seamless compliance experience.


Supplemental Resources:

Presentation Slides

Transcript

Transcript

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