Advisor Confidence Index (ACI)

The Importance of Marketing Plans for Advisory Practices

As Senators John McCain and Barack Obama began their presidential campaigns, each set out a plan for themselves—including opportunities, weaknesses, messaging, analysis of competitors and campaign finances. While they sometimes had to adjust the plan during the campaign season, it was a valuable blueprint in helping them reach their goal of securing their party’s nomination.

Likewise, an advisory practice’s marketing plan contains opportunities and weaknesses, key messaging, market and competitor analysis and financial projections. Having a robust marketing plan in place will bring independent advisors one step closer to influencing how their clients and potential clients perceive them—and help advisors reach their goals.

Establishing a marketing plan is crucial for survival

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