Great Expectations…The Role of Marketing


Marketing professionals sometimes struggle to justify the importance of what they do. It can be challenging to quantify the effect of a comprehensive multi-media marketing program in terms of new business generated. After all, how many times has a prospect walked into the door of a wealth management or institutional asset management firm and said, “I saw your organization’s website and it was so great I decided to bring my millions of dollars here for you to manage.” We would guess “never” is the answer. On the flip side, however, how frequently has a prospect with whom you’ve met said something along the lines of “I checked out your website before my meeting with you to make sure you were real.” Or worse, “I couldn’t find you online, which was surprising, but I guess you really do exist.” While effective, high-quality marketing alone may not directly win business, the lack of it may lose the business for you.

Marketing programs, and in today’s world, particularly one’s digital marketing presence, may be a prospect’s first introduction to your organization. First impressions are often lasting ones, and, if negative, are difficult to overcome. Equally important is reinforcing your brand and your value through all phases of the client experience, from awareness to ongoing communications; it’s a competitive world out there and you can be sure that others are continually reaching out to your clients. Here are some helpful hints to delivering effective marketing programs. Strive to make your communications:
Client-centric: Focus on client needs and the solutions that your organization can deliver to meet those needs.
Consistent: Be true to your brand, adhering to brand standards, value proposition and messaging throughout the client experience.
Available: Communications should be available in a variety of media to ensure they meet audience delivery preferences.
Informative: Provide value-added information, with a point-of-view and perspective on how it impacts your target market.
Timely and fresh: Communications should be up to date and relevant, particularly in terms of thought leadership. Refresh materials regularly to avoid looking stale and non-contemporary.