Marketing is the secret sauce behind many successful wealth management firms.
It starts with developing a unique brand—from creating the firm’s name and distinct design to leveraging that brand through various mediums.
Then there’s messaging – a relatable value proposition and supporting content – broadcasted into the marketplace. It’s how one wealth management firm stands out from a crowded sea of others—and the advent of social media has made it a ubiquitous and essential part of a business’s growth.
But how does it work? If you’re launching a new firm, where do you start? And if you work within an existing brand, how do you enhance the marketing efforts?
To answer these questions and more, we called on Gordon “Gordy” Abel, the seasoned marketing pro who serves as the Chief Marketing Officer for Dynasty Financial Partners, one of the wealth management industry’s top independent platforms for advisors and teams who are looking to build the independent business of their dreams.
Gordy joins Jason Diamond to share his unique vantage point as both Dynasty’s CMO and the “outsourced” CMO for the independent RIAs on 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 enhance your presence and exposure.
- How to leverage a brand—whether you’re an employee of a well-known firm or just launching a new independent entity.
- What’s in a name—and how some of the most memorable brands came to be.
- The key ingredients of a successful value proposition—and what might be considered effective differentiators.
- The biggest obstacles facing advisors 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 process of recruiting and acquisitions more efficient.
Plus, Gordy and Jason discuss the future of marketing, the impact of AI, and much more! It’s an episode that demonstrates why marketing, when done right, is an investment that can pay off in droves.