Your marketing efforts are designed to create brand awareness and engage with your target audience. But how can you effectively use those efforts to turn prospects into clients? I’m going to help you identify ways to do just that—and it all begins by writing down the prospect journey.

It’s no secret that we are living in a digital age. The number of people who receive their news and information from blog posts, social media, and podcasts continues to increase, and podcasts in particular have seen significant growth in recent years. According to the State of the News Media, 2 out of every 5 Americans have listened to podcasts, and Edison research shows that people ages 18–34 tune in the most.

Your marketing content often serves as an introduction to you and your firm, and it can speak volumes regarding the services you offer. As such, it’s important to develop a brand voice, messaging, and look that are truly your own.

Whether you use it to engage with your clients, grow your business, or generate prospects, there’s no question that e-mail plays a valuable role in your professional life. In fact, according to the Radicati Group, the average business professional sends and receives 140 e-mails per day. Worldwide, nearly 2.8 million people use e-mail for both business and consumer purposes. Given the digital world we live in, these statistics may not be all that surprising. But have you ever taken the time to reflect on why you use e-mail? Would you like to improve client engagement? Foster brand loyalty? Maximize your return on investment?

If one of your goals for the New Year is to grow your advisory business, consider including your presence on social media as part of your growth plan. Online content is a great way to establish your brand and advance your business. It requires some planning and commitment, but once you get into a new routine of generating content, it will help you form deeper connections with existing clients and build awareness and trust with prospects. Here’s how to start developing your own social media content strategy.