The Value of Niche Marketing
Beverly Flaxington is a practice management consultant. She answers questions from advisors facing human resource issues. To submit yours, email us here.
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I’ve been an advisor for three and a half years. I was working on a larger team but, for a variety of reasons, I decided it wasn’t the right group for me. I have been solo for the last six months. While I believe the solo-practitioner route is best for me, I have a lot of work to do to focus my marketing activities and to figure out the best ways to be most efficient. My wife is my assistant and she is very skilled – she will do whatever I ask. But I’m not exactly sure what to ask of her.
I have a smattering of business owners, doctors and engineers. I’m a geek so I like the clients who want to dig in and understand everything. It means I spend a lot of time with them. I need to figure out how best to deliver the right kind of client service.
I’m starting to market to some big oil executives here where I am based (in Texas), but I haven’t got the right traction yet so it is taking away my attention a bit.
I am looking for the one or two top things I could do to get in front of the oil executive audience knowing I am only one person and also streamlining how I deliver the client service once I get them on board.