Many advisors view their marketing funnel in a very traditional way — awareness and lead generation at the top, conversion at the bottom. They spend their marketing dollars creating content to fill the top of the funnel and play the “volume” game to ultimately get more leads to convert. This is an approach that’s time-tested — it works!
However, after recently attending the Digital Marketing Summit in Seattle, I found that financial advisors may benefit from leveraging content to nurture existing client relationships FIRST, and slowly reallocate marketing dollars to different sections of the funnel once they confirm that each layer is firing on all cylinders.
Let’s talk about what bottom-up marketing might mean for your firm, and how it could benefit you in a potential recession!