Making Marketing Happen: Ben’s Story

Frustrations with marketing and time

As an advisor starting his own firm, Melton knew that marketing and client communication would be key in growing his business but every time he sat down to “do marketing” he’d come up empty. “I must have sat down over a hundred times with a notepad thinking – ok where do I start?” he notes. “I would make a Facebook or LinkedIn page – but then think what do I do with it?”

He was also keenly aware of the limits of an eight-hour day to interact with current and new clients. He notes, “It’s even less than eight hours you have to call clients, if you think about it since people don’t love to be called at dinnertime or early in the morning.”

Trying to solve the puzzle of his frustration with attempting to conquer marketing himself, and his compacted time with clients, he subscribed to Marketing Solutions.

Timely and consistent marketing material

Melton’s Marketing Solutions team immediately put a system in place that would ensure consistent, professional, and compliant communications to his clients through email newsletters and posts on his Facebook, LinkedIn and Twitter pages. Specific attention was paid to posting information about market volatility and anticipating client questions and concerns.

His website was rebranded to include a blog with substantial articles on everything from diversification to reducing taxes. It also now includes a downloadable e-book to garner interest from prospective clients.

The results? Time back and new clients

“The biggest benefit is all of the time it has freed up for me,” Melton notes. Marketing Solutions reduced the number of phone calls he usually gets in times of market volatility by being ahead of the game with email newsletters and social media posts addressing current market conditions.

He’s closer with his current clients, reducing attrition. At the same time he’s gaining new ones and growing his business – without having to do any heavy lifting. Melton explained that “Marketing Solutions fits whether you're in the growth phase or just in the, as I like to call it, the ‘coasting phase'."

^{The views and opinions expressed by the LPL Financial Advisor may not be representative of the views of other Financial Advisors and are not indicative of future performance or success. Neither LPL Financial nor the LPL Financial Advisor can be held responsible for any direct or incidental loss incurred by applying any of the information offered. Melton Capital Management and LPL Financial are separate entities.}