Marketing Strategy Case Study
At LPL Financial, I was responsible for creating personalized marketing strategies for my financial advisor clients. Below is a real strategy that was implemented and the results that came from it.
- Goal: Define marketing strategy and drive new business
- Audience: Local, HNW families and business owners
- Constraints: Small advertisement budget
- Outcome: 3 new clients, $5M in AUM
Problem
This firm had an internal split - some of the advisors were comfortable with marketing, while others were not. This limited our ability to implement all of the tactics we wanted, as well as combating the common misconception that marketing doesn't work.
- Uncomfortable with marketing
- Limited ad budget
- Timeline to realize results
Action
The first order of business was to draft a custom marketing strategy that demonstrated an understanding of their firm. Then, my approach was to sell the tactics to that would establish some quick wins. After proving that marketing could work for them, we could expand the tactics and budget to drive more results.
- Expand digital reach
- Increase prospect engagement
- Connect with clients
- SEO/AEO audit
- Website refresh
- Monthly digital newsletter
Results
This initial marketing work proved valuable to the firm, driving existing client engagement and net new clients and AUM.
- AUM: $5M in net new assets
- SEO Ranking: First page results
- Email Open Rates: +35% QoQ
Output
To keep client anonymous, please see an example of the strategy deck that was implemented.