Commonwealth’s nationwide network of financial advisors often call me wanting to do more. Should they target a particular market for prospects, start a social media campaign, or redo their website? Perhaps create a radio show, cultivate centers of influence, or host a client appreciation event? How do they go about engaging clients? Sometimes, they send me marketing calendars, jam-packed with activities, and ask for feedback.

It’s the new year, the perfect time to better your brand. Can we take a few guesses about your practice? You offer comprehensive financial planning and/or wealth management that puts your clients’ goals and needs first. You have a dedicated process that begins with learning about your clients before developing a custom plan, investing wisely, and monitoring the plan for success. You might have a holistic approach—but in any event, your firm is independent, and you offer outstanding client service. Great! The only problem? That’s what the other 310,000 financial advisors out there say.

It’s absolutely true: spending time giving back to your community can provide tremendous benefits—not just for the people and organizations you are helping, but for your personal well-being and even for your business.

Sophisticated marketing is informed, differentiating, and impactful, and it can take you farther than relying solely on referrals and seminars. Want to make this year your firm’s best year yet for client acquisition and retention? Pay attention to these top marketing trends for 2019.

According to a Venture Beat Insight study, for every $1 you invest in e-mail, you can get $38 back. It’s why using e-mail marketing campaigns remains one of the best marketing practices, especially for service-based firms. Building your brand and client relationships is imperative to your business, and sending out regular, meaningful e-mails plays a big role in that. For almost a decade, e-mail has produced the highest return on investment for marketers, so if you haven’t already, it’s time to put this tool to good use.