Tweet About It: Building Your Brand Through Twitter

Posted by Sarah Howes

September 4, 2019 at 1:30 PM

According to a new Putnam Investments survey, 83 percent of financial advisors use social media for business purposes. LinkedIn remains the network of choice, but an increasing number of advisors are turning to Twitter, and for good reason—a study by Pew Research found that 22 percent of U.S. adults use Twitter, and of those users, 42 percent access it daily. So, with your business goals in mind, let’s explore some strategies for building your brand through Twitter, including how to mix types of content, build authority, and use Twitter Analytics.

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Topics: Marketing

Be the Change: Adopting Agile Marketing Principles at Your Firm

Posted by Demi Sperazza

September 3, 2019 at 10:00 AM

Are you tired of feeling rushed and distracted at the office? Are you done with working for an entire day only to realize (again) that you didn’t complete the tasks you had planned to? We were, too.

Here in Commonwealth’s Marketing department, we do amazing work every day. But recently, we realized there may be ways we could produce higher-quality work faster and with less frustration, if only we made the necessary strategic changes. So, several months ago, we embarked on our journey to become Agile—capital A.

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Topics: Marketing

Prospecting for High-Net-Worth Clients

Posted by Brian Glazer, ChFC®

August 7, 2019 at 1:30 PM

High-net-worth investors (HNWIs) typically have liquid financial assets (e.g., cash on hand or an asset that can be readily converted to cash) of between $1 million and $5 million. And ultra-HNWIs have more than $25 million in liquid assets. These groups are highly desirable clients, especially if your firm is in growth mode. Acquiring an HNWI or ultra-HNWI could put you well down the path to reaching your goals for the year. But how do you go about prospecting for high-net-worth clients?

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Topics: Marketing

Telling Your Story: How to Write a Professional Biography

Posted by Patricia Deschineau

June 12, 2019 at 1:30 PM

Whether prospective clients are referred to you or are conducting their own search for financial advisors in their area, the first place they’ll go to learn more about your firm is your website. And where’s the first place they’ll look on your website to learn more about you? Your biography! So, what does that mean for you? Without a shred of a doubt, you need an informative, well-crafted, engaging bio that wins over prospects and motivates them to explore the rest of your website—and, ultimately, get in touch with you.

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Topics: Marketing

CMO Insights: When to Hire Third-Party Marketing Support

Posted by Sarah Howes

June 11, 2019 at 10:00 AM

Brian Sullivan is Commonwealth’s newly minted senior vice president, chief marketing officer, and he brings with him experience from a variety of industries, including academia (Northeastern University), sports (the Boston Red Sox), and consumer brands (Oreos, Bagel Bites). If given a moment, he’ll tell you that great marketing is all about storytelling and experience, and he’s worked with all types of marketing talent to create memorable and effective messaging. In some cases, that talent has included third-party marketing support firms, a resource that many advisors need at one point or another. So, I decided to sit down with him to talk through what’s involved when assessing the need for third-party marketing support and how to evaluate the best fit for any firm.

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Topics: Marketing

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