4 Steps to an Effective Marketing Plan

Buttell, Amy E.
January 2009
Journal of Financial Planning;Jan/Feb2009 Practice Management, p6
Academic Journal
The article discusses how financial planners can develop a marketing plan. Four key steps are identified. Planners should first identify their own strengths and decide who their target audience will be. While recruiting new clients planners must be sure maintain regular communication with existing ones. Planners should explore the benefits of different marketing channels including mailings, social clubs, and special events. Marketing professionals can help planners assemble a plan, and several questions to ask prospective consultants are noted. INSET: Questions to Ask a Marketing Communications Firm.


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