As we begin the last week of the year, we’re all juggling a lot more than usual. Calendars are full, inboxes are overflowing, and our attention is split between wrapping things up and looking ahead.
In the middle of the holiday hustle and bustle, your 2026 marketing plan might have been inadvertently pushed to the side with the promise to “handle it in January.”
The problem? January is *checks notes* a mere three days away.
Don’t panic. Taking time now to think about marketing for the new year doesn’t mean you’re locking yourself into rigid tactics or trying to predict the future. It means giving yourself a moment to pause, reflect and move into 2026 with intention instead of urgency.
A strong marketing plan is less about chasing what’s new and more about building on what you already know works. Let’s talk about building your business marketing plan in 2026.
Start With an Honest Look in the (Rearview) Mirror
Before you think about what 2026 will look like, take a clear-eyed look at what you did in 2025 and ask yourself a few questions:
What marketing efforts felt worthwhile?
What generated meaningful engagement, conversations or opportunities?
Which initiatives consumed time and energy without delivering much in return?
It’s easy to overlook the power of reflection at the end of a busy year, but it’s one of the most valuable planning steps you can take. The past holds real data about your audience, resources and capacity. Ignoring it means repeating the same frustrations with a different year’s calendar hanging on the wall.
Do Less (Yes, Really)
One of the most common planning mistakes is trying to fix everything at once. Fun fact: You can’t.
Rather than setting a long list of goals, focus on two or three marketing priorities that truly matter for 2026. Don’t just factor in your business needs — think about your realistic ability to execute the plan.
Whether it’s increasing visibility in a specific niche, strengthening credibility through education content or creating more consistent touchpoints with existing clients, the key is clarity. When priorities are well defined, it’s much easier to make decisions about content, channels and messaging.
Focus on Building Trust Over Chasing Trends
As you plan for the new year, it can be tempting to adopt every new platform or tactic that gets your attention. While experimentation certainly has its place, sustainable marketing isn’t built on trends alone.
For many organizations, especially those in regulated or professional services industries, trust is the foundation of effective marketing. That trust comes from consistency, transparency and a willingness to educate rather than oversell.
In 2026, consider how your marketing can help audiences better understand what you do, how you think and what working with you is really like. Content that answers questions and sets realistic expectations has the edge over flashier, sexier campaigns every time.
Think in Systems, Not Just Schedules
Planning content for the year ahead isn’t about mapping out every single post in advance. Instead, think about building a content system that supports your goals.
Start with core pieces like blogs, guides or resource pages that clearly communicate your expertise and perspective. From there, consider how those pieces can be reused and supported through email, social media or timely updates throughout the year.
This approach creates consistency without rigidity. It also reduces the stress of last-minute content creation and makes better use of the work you are already doing.
Decide How You’ll Know It’s Working
Measurement does not have to be complicated to be effective.
What matters most is that these metrics are reviewed regularly and used to inform decisions. Marketing plans need to evolve, and the best way to guide that evolution is with data you actually trust and understand.
We Can Help You With Your Business Marketing Plan in 2026
A marketing plan does not need to be perfect to be powerful. Even a simple, thoughtful framework can provide focus and momentum as the new year begins. Taking time now to reflect, prioritize and plan creates space for better decisions and more meaningful results.
If you’re ready to build a marketing plan that supports your goals and fits the realities of your industry, Mischa Communications is here to help. Let’s move into 2026 together!
Artificial intelligence is reshaping how financial firms approach marketing, from personalized outreach to content creation to campaign automation. But while AI offers tremendous efficiency and creativity, it also introduces new compliance challenges … especially under the U.S. Securities and Exchange Commission’s (SEC) Marketing Rule.
For registered investment advisers and other financial professionals, the path forward isn’t avoiding AI — it’s integrating it responsibly.
Today, we’ll discuss how firms can embrace innovation while maintaining compliance.
A Recap of the SEC’s Marketing Rule
Let’s start with a quick rundown of what you need to know about the SEC’s modernized Marketing Rule, which sets standards for how advisers promote their services. Among the rule’s most relevant provisions:
Performance claims must be fair and balanced. Firms must present performance information accurately, with clear disclosures, context and no cherry-picking of results.
Hypothetical performance is heavily regulated. Because they can be potentially misleading, simulations and backtested data can only be shown to audiences with the expertise to evaluate them, they must be relevant to the likely financial situation and investment objectives of the advertisement’s intended audience, and they must have written policies and detailed disclosures in place.
Testimonials and endorsements are allowed — with conditions. These must include disclosure of compensation, conflicts of interest and whether the endorser is a client.
Substantiation requirement. Firms can only make material claims that they reasonably believe they can substantiate should the SEC request it.
These requirements apply to all forms of marketing … including content generated or assisted by AI.
AI in Financial Marketing: Benefits and Risks
AI tools can help marketing teams in a number of ways; perhaps most notably (and most familiar to casual users) is that it can generate high volumes of content across platforms.
But you can use AI to tailor messaging based on audience behavior or preferences, run performance analysis and audience segmentation, and automate workflows such as A/B testing and reporting.
However, there are significant risks if these tools are not used with care. AI can introduce inaccurate or misleading statements that could be missed in review. Misleading hypothetical results, missing appropriate context, could be included. Testimonials and third-party reviews might be repurposed without meeting compliance standards. And disclosures might be omitted, incomplete or inconsistent.
How to Use AI Without Violating the SEC Rulebook
To navigate the intersection of AI and compliance, financial firms need to adopt structured processes that support both innovation and oversight, including:
Establishing clear internal policies. Define when and how AI can be used in marketing. For instance, you might determine that generative AI can be used in helping to generate definitional and narrative content, but that you’ll prohibit it from generating performance-related materials.
Implement human-in-the-loop review. AI-generated content should only ever be published with human review, ideally by marketing and compliance personnel. Check for (among other things) factual accuracy, tone, disclosure placement and any language that could be interpreted as promissory or misleading.
Use pre-approved prompts and templates. Guide AI use with compliant prompt libraries and content frameworks. This may reduce the risk that AI will produce noncompliant outputs and could improve consistency across campaigns.
Automate disclosure insertion where possible. Set up systems or workflows that automatically include required disclaimers based on the type of content produced (particularly when performance, services or testimonials are mentioned).
Maintain documentation and audit trails. Keep records of AI-generated content, revision histories and approval workflows. This not only aids internal accountability — it also supports regulatory inquiries if needed.
Innovate With Integrity
AI has the potential to improve marketing efficiency, personalization and scale. But in a highly regulated environment, firms can’t afford to sacrifice compliance for speed or automation. Success depends on thoughtful implementation, clear policies and active oversight.
Need help aligning your marketing strategy with compliance standards while staying ahead of the curve with AI? Mischa Communications has the expertise you need. Let’s get started.
In marketing, buyer personas are pretty commonplace. Savvy business owners know that the better you understand your audience, the better you can give them exactly what they want.
Well, financial firms can get the same kind of clarity from a similar source.
Just like a retail business wants to know who’s downloading their app or signing up for their rewards program, financial professionals need to understand who they’re advising, what their prospects care most about, and how to reach them effectively.
That’s where investor personas come in.
What’s an Investor Persona?
An investor persona is a complete profile that represents a segment of your ideal clients. More than just a snapshot of your demographics, it looks deeper into things like goals, fears, life stages, communication preferences and financial behavior.
It’s like building a “character” based on real-world data and insights. You might never meet 55-year-old “Careful Carrie,” a woman nearing retirement who is nervous about market volatility, but you’ll definitely meet clients just like her. And if you understand her priorities, you can tailor content, advice, and outreach strategies that ring true.
Why Investor Personas Matter
Personas help financial firms in several ways.
First, they allow you to create highly personalized content. Instead of blanket newsletters or generic social posts, you’re able to speak directly to each client’s concerns, whether that’s paying off student loans or preserving capital through retirement.
Personas also guide your segmentation by showing you the best ways to group contacts in your CRM, what type of messaging they receive, and how to target them at different stages of the game.
Finally, personas help support your strategic decisions. From choosing the right marketing channels to planning new products and services, they keep you focused on what your clients actually need – not just what you want to promote.
A Step-by-Step Guide to Building Investor Personas
1. Start With Your Current Clients
Begin by identifying patterns among the people you already serve. Pull basic data like:
Age
Income range
Occupations
Investable assets
Financial goals
Risk tolerance
Life stage (single, married with/without children, retirement, etc.)
Try to identify any existing clusters or trends. Do you serve a lot of mid-career professionals? Newlyweds looking to build wealth together? Retirees trying to navigate an ever-changing market? The harder you look, the more patterns you’ll see.
2. Dig Deeper
Basic demographics are great, but they only tell part of the story. Dig deeper by sending short surveys to your clients, reviewing your client onboarding notes and thinking back on actual conversations you’ve had with the people you serve.
Don’t be afraid to ask questions! Some examples:
What financial issues keep you up at night?
What motivates your investment decisions?
How do you define financial success?
What are your communication preferences? (Email, text, phone call, social media, etc.)
Learning how your current IRL clients think and feel will help you develop more realistic personas.
3. Define Your Core Personas
Now that you have some real-world data to work with, it’s time to breathe some life into your new imaginary friends. Aim for two to four personas that reflect your most important audience segments. Give each one a name and a short description.
“Careful Carrie” is in her mid-to-late 50s. She’s married and looking to retire in the next five years. She prioritizes preserving her existing capital over aggressively trying to grow it, is a bit nervous about market volatility, regularly reads Kiplinger content and prefers in-person meetings.
“Determined Daniel” is an ambitious young professional, 28 to 38 years old. He’s single, open to risk and prioritizes building wealth. He gets the majority of his financial content from YouTube and podcasts, responds well to educational tools and apps, and wants transparent, digital-first service.
Each persona you create should feel like a real person. Think of it as creating a practical reference guide for your clients.
4. Put Your Personas to Work
You put plenty of time into building them, so make sure your personas actually benefit your strategy.
You can use them to guide your blog posts and email content. For example, Carrie would greatly benefit from retirement planning tips while Daniel might appreciate a crash course in crypto.
Personas will also help you tailor segmented outreach campaigns using different subject lines, calls-to-action or special offers relevant to specific clients.
Meet Your Investors Where They Are!
When financial firms are willing to understand their clients as people who exist outside of the spreadsheet, marketing becomes more relevant, advice becomes more personal and trust becomes a whole lot easier to earn!
Are you ready to take your financial firm to the next level? Mischa Communications can help. Let’s talk about it.
From pushy car salesmen to in-your-face infomercial hosts with megawatt smiles, we’ve all had plenty of experience with aggressive marketing tactics. And while they might grab some attention in the short term, they ultimately alienate potential customers.
Today’s customers demand a respectful, consent-driven approach. That’s where permission-based marketing comes in.
Imagine you’re throwing a party. Would you rather your guest list was filled with friends and family who genuinely want to be there … or random strangers you dragged in off the street kicking and screaming?
That’s permission-based marketing in a nutshell.
When customers willingly opt into your messaging, they’re more engaged, more loyal, and more likely to become an advocate for your brand.
The approach is as ethical as it is practical. Every great relationship is built on trust, and it’s no different with your audience. By earning and maintaining that trust, you’re building a community of supporters who see your brand as a partner rather than a pest.
The 5 Steps of Permission-Based Marketing
Step 1: Stop Assuming and Start Asking
Permission-based marketing begins with, well … permission. Whether it’s opting into your email newsletter, joining your SMS list or following your social media channels, always ask customers if they’d like to hear from you.
Make it clear exactly what they’re signing up for, too. Tell them how often they’ll hear from you and what kind of content they can expect. Let your audience know what’s in it for them. And make sure they know they can easily opt out at any time.
This transparency sets the tone for a respectful relationship and ensures you’re engaging with people who truly want to engage with you.
Step 2: Deliver Value Early and Often
Once you’re earned permission, it’s time to deliver on your promises. Think of every interaction as a gift. Your content offers and updates should always leave the recipient feeling like they’ve gained something valuable.
Share helpful insights or industry tips. Offer exclusive discounts, early access to products and loyalty rewards. Host webinars or workshops that educate and empower.
When customers benefit from engaging with a brand, they’ll keep coming back for more — and they’re likely bringing friends and family along for the ride.
Step 3: Be Consistent, But Not Overbearing
No one likes a friend who’s constantly calling, texting and showing up uninvited. The same goes for your marketing. You need to strike the right balance between staying top-of-mind and giving your audience room to breathe.
Engagement metrics can tell you a lot about your audience’s attitudes. For instance, if your open rates are suddenly tanking, it’s probably a sign that you’re getting a bit too close for comfort and need to dial things back a bit.
By respecting your audience’s time and preferences, you’re showing that you see them as something more than a sale.
Step 4: Build Two-Way Relationships
Permission-based marketing is a dialogue, not a monologue. Encourage feedback, respond to questions and create opportunities for your audience to feel seen and heard.
Some ideas:
Run polls or surveys to gather insights regarding customer preferences.
Invite followers to share their stories, photos or experiences with your products or services. (This is a great way to solicit user-generated content!)
Respond to comments, messages and reviews promptly and thoughtfully.
When customers feel valued and included, they’re more likely to stay loyal to your brand.
Step 5: Be Transparent and Ethical
Finally, be open about how you’re using that data your customers have given you. With privacy concerns are at an all-time high, transparency is crucial. Clearly explain your policies, make sure your customer information is secure and only use data in ways you’ve disclosed.
Being up front with your audience builds trust and shows that you have their best interests at heart.
The Rewards Are Worth the Work!
Permission-based marketing requires patience and forethought, but once you strike the right balance, it’ll pay dividends. Remember: It’s not about how many people you can reach — it’s about how many you can truly connect with.
Are you ready to develop a consent-driven, trust-based approach that will bolster your brand? Mischa Communications can help — with your permission, of course!
No one loves to hear the word “audit,” especially during tax season. Fortunately, we’re not talking about thatkind of audit.
A marketing audit is a much friendlier process that simply helps you evaluate what’s working in your marketing strategy, what’s not going so well, and identify areas where you can improve.
Think of it as a checkup for your business. Just like you visit a doctor for a routine exam or regularly take your car in for an oil change, your marketing efforts also need regular reviews to ensure they stay in tip-top shape.
Why Do You Need a Marketing Audit?
Nothing about marketing is “set it and forget it.” Something that worked great last year might fall flat this year. Something that wasn’t even on your radar a month ago could be the next big thing.
Trends change. Algorithms shift. Customer preferences evolve. If you’re not regularly checking in on your strategies, you’re likely wasting time and money on things that no longer serve you.
A marketing audit helps you:
Identify strengths: What’s working well that you should double down on?
Spot weaknesses: Where are you losing potential customers?
Uncover opportunities: Are there untapped audiences or new strategies out there that might be worth exploring?
Fix inefficiencies: Are you spending money on ads or content that aren’t getting results?
How to Conduct a Marketing Audit
You don’t need a marketing degree or any sort of fancy software to conduct a marketing audit. Here’s a simple step-by-step approach.
1. Consider the Big Picture
The first step to a marketing audit is deciding exactly what goals you’re trying to achieve. Do you want more website traffic? Higher social media engagement? Increased sales? Define your goals so your audit can determine whether your current efforts are aligned with them.
2. Watch Your Website Performance
Your website is the backbone of your online presence. Free tools like Google Analytics can help you see:
How much traffic you’re getting
Where your visitors are coming from
How long they stay on your site
Which pages are performing best (and which ones aren’t performing at all!)
If people are, say, bouncing too quickly, or visitors aren’t converting into leads or sales, you should consider making changes.
3. Scope Your Social Pages
Your social media posts may be reaching people, but are they the right people? A marketing audit helps you see which platforms are driving real engagement, what types of posts (videos, memes, blogs, etc.) are performing best, when your audience is the most active, and a host of other metrics that show your success — or lack thereof.
Is engagement low? Change things up by testing new content formats, adjusting your posting schedule, or shifting your focus to different platforms.
4. Assess Your Advertising Efforts
If you’re running paid ads, now is the time to check your return on investment (ROI). There’s absolutely no use throwing good marketing money after things that aren’t delivering results.
Don’t limit yourself to online-only advertising efforts. If you’re running ads in print publications, dabbling in direct mail or using any other sort of IRL marketing missives, you need to make sure those are performing well, too.
5. Creep On the Competition
A marketing audit isn’t just about seeing what’s working and what’s not. It’s also about identifying opportunities you can capitalize on. And believe it or not, your competition can be a huge help in this department.
Identify a few of your biggest competitors and review their marketing strategies. What are they doing that you’re not doing? Conversely, what are they not doing that you’re already doing but could maybe shine a brighter light on?
6. Enlist Some Elite Help
While it’s possible to conduct a marketing audit on your own, there’s no shame in asking for help.
It’s all too easy to overlook an amazing opportunity (or a glaring insufficiency) when you’re too close to the situation. Soliciting an independent marketing audit ensures that no stone goes unturned when it comes to such an important part of your business success!
Are You Ready for a Marketing Makeover?
A marketing audit doesn’t need to be exhausting. By taking a step back and evaluating your current status, you can make smarter decisions and achieve awesome results!
Could you use a pair of fresh eyes on your marketing strategy? Mischa Communications has 20/20 vision! Let’s look to the future together.
Marketing for investment firms is a balancing act.
Naturally, you want to stand out in a highly competitive field, create content that really resonates, and earn your audience’s trust.
But you have to tread carefully. Pursuant to the SEC Marketing Rule, making promises, guarantees or even casual implications of future results is verboten, meaning you really must be careful when it comes to discussing one of the most important aspects of what you do: performance.
So how do you create credible, compelling content without overstepping the clearly defined bounds? Here are some tips on striking the right balance.
1. Educate, Don’t Speculate
Don’t break out a crystal ball and predict market trends or outcomes. Instead, concentrate on positioning your firm as a trusted resource for financial education that will enable readers to make better decisions for themselves.
Complex topics should be broken down into simple, easily digestible content. For example, you might design an infographic that lists the pros and cons of different types of investment vehicles, create a glossary that defines industry terms or host a webinar about how to diversify a portfolio.
Educational content builds trust and establishes your firm as an expert in your industry. No promises necessary!
2. Don’t Downplay Risk
Credibility starts with transparency. That means being cognizant of stating that all investments carry risks, and that past performance doesn’t guarantee future results.
Current and prospective clients want to see you taking potential risks seriously. It shows that you have their best interests at heart and that you’re making a good-faith effort to set realistic expectations rather than telling them what you think they want to hear.
3. Create Case Studies
Done properly, case studies can be a great way to show your expertise without crossing into dangerous territory. They allow you to highlight the strategies you’ve used and the decisions you’ve made without framing the outcome as typical or guaranteed.
For example: “Our firm helped a midsized business owner diversify their portfolio by incorporating real estate investments, which aligned with their long-term goal.”
This approach shows off your strategic thinking skills without implying that every client will experience the same success.
4. Use Testimonials Wisely
If you want to build trust, you can’t beat client testimonials — but it’s important to use them thoughtfully. Never edit or curate them in a way that suggests you’re promising anything. Instead, focus on client satisfaction.
Safe: “Working with [Your Firm] gave me clarity and confidence in financial planning and I appreciated that someone was always available to answer my questions.”
Risky: “[Your Firm] helped me double my portfolio in just one year!”
Keep the focus on the client’s experience rather than their results.
5. Be Savvy With SEO
Ranking on search engines is important, but the keywords you use need to be designed with compliance in mind. Ditch overly aggressive terms like “no-risk investments” or “guaranteed returns” and opt for phrases like “thoughtful investment strategies” or “navigating market volatility” instead.
Using phrases that are both informative and compliance-friendly helps you attract traffic without making promises you might not be able to keep.
6. Run It By the Compliance Team
Every piece of content you put out — whether it’s a blog, email marketing message or a simple social media post — should go through a compliance review. Work closely with your compliance team and get to know their concerns and priorities. This will save everyone plenty of time (and Tylenol) in the long run.
7. Spotlight the Process, Not the Outcome
Instead of focusing on potential results, show off your methodology. For instance, explain the way your firm assesses risk, tailors strategies for individual goals, or stays updated on the market trends. This will give your audience some insight into your expertise without crossing any lines.
8. Stay Up to Date on Regulations
Especially as it pertains to recycling old content, make sure the marketing content you create reflects the latest regulations. Internal resources, professional networks and industry webinars will help you stay informed and keep you out of hot water.
Avoid the Broken Promise Land!
For investment firms, marketing can feel a whole lot like walking on eggshells. But it doesn’t have to be that way! When you focus on education, transparency, and strategy, you can create fantastic content that wows your audience while staying on the right side of the Marketing Rule.
At Mischa Communications, we specialize in helping financial services firms just like yours. Whether you need help with content creation, SEO, or compliance-friendly campaigns, we’re here for you. Let’s talk!
Your potential investors have one big question on their minds: “Can this firm deliver results?”
Case studies are a fantastic way to answer that question in the affirmative.
A great case study tells a story, showcases your expertise and highlights your firm’s success. It’s not about boasting — it’s about presenting data and outcomes in a way that speaks directly to you audience and makes a positive impression.
If you’re ready to begin crafting compelling case studies, here’s what you need to know.
What Is a Case Study, And Why Is It Effective?
A case study is a detailed account of a specific client’s experience with your firm, showcasing how your expertise solved their problem and delivered measurable results.
Case studies are effective because they:
Provide proof by showing how your strategies have delivered results in real-world situations.
Build trust by helping potential investors see your firm’s expertise in action.
Address specific challenges and help make your firm’s value clear.
Differentiate yourself from the competition by offering social proof that helps your firm stand out.
Act as a potential lead magnet to get people to share their contact information.
How to Create a Compelling Case Study
Choose the Right Client or Scenario
Pick a case that shines a spotlight on your firm’s strengths and aligns with the needs of your target audience. If you’re marketing to high-net-worth individuals, for instance, you’d choose a case that shows your success in managing complex portfolios.
Frame the Problem
Start by outlining the challenges your chosen client faced. Be specific, but don’t reveal identifying details without specific permission. “The client, a business owner nearing retirement age, came to us asking for a strategy to maximize income while minimizing tax exposure” says plenty.
Share the Solution
Next, outline how your firm addressed the challenge. Walk the reader though the thought process you used and how you came to the decisions you made. Use clear language that’s easy to understand. You don’t want to talk down to your audience, but you don’t want to write too academically or go heavy on jargon, either.
Focus on the Results
The results should be the meat of the case study. That’s the part potential investors are most interested in. Did your strategy increase the client’s portfolio? Significantly reduce taxes? Use specific numbers and percentages whenever possible.
Make It Visually Appealing
Charts, graphs and infographics can help make your results easier to digest. Not only do visuals break up the text, but they can also make it easier for your investors to understand complex data.
Keep It Concise
A case study doesn’t need to be a novella to get the point across. Stick to the highlights and avoid an information overload. Don’t add more details than you need.
Stay Compliant with the SEC Marketing Rule
Under the SEC’s Marketing Rule, case studies are considered “specific investment advice” and are required to be presented in a fair and balanced manner. Some things to consider:
No cherry-picking. You can’t only present your best cases if they’re not representative of typical results. Your case studies should reflect overall performance and capabilities.
Include disclosures. You must be transparent about the limitations of the case studies you publish. For example, include a disclaimer that past performance isn’t indicative of future results.
Avoid misleading information. You’re not allowed to exaggerate outcomes, guarantee results or leave out key details.
Obtain consent. If you include client details, you must have written permission to share.
(Please note: This is just a brief overview of how the Marketing Rule applies to case studies. Further information can be found at SEC.gov.)
Are You Ready to Present Your Case?
Case studies are a great way to demonstrate your firm’s success and expertise, but they require a thoughtful approach. By selecting the right stories, presenting them in their best light and staying on the SEC’s good side, you’re well on your way to building trust and confidence with potential investors!
Do you need help creating case studies that deliver results? Mischa Communications is ready to roll up our collective sleeves. When can we start?
Testimonials are a powerful marketing tool. They help build trust and credibility and can make people who are still on the fence feel more comfortable about working with you.
But for investment advisors, testimonials couldn’t be used in marketing materials, as the U.S. Securities and Exchange Commission prohibited them.
That changed with the SEC’s ”new” Marketing Rule, which was adopted in late 2020 and came into effect in May 2021. The updated marketing rules, among other things, provided more flexibility for registered investment advisors (RIAs) to market their firms, and that included allowing the use of testimonials.
But it’s not called a “rule” for nothing. You’ll need to take plenty into account to ensure your marketing remains above board. So if you’re considering using testimonials, here’s what you need to know.
The Modernized Marketing Rule Explained
In the past, advisors couldn’t use testimonials, endorsements, or past performance information in most marketing contexts. This was mainly to protect investors from potentially misleading claims.
However, many of the former rules predated even the internet by decades. In fact, the last time the term “advertisement” was updated prior to the “new” Marketing Rule was in 1961.
The modernized regulations take into account the way consumers find information today — largely through online reviews, word of mouth advertising and yes, testimonials.
Old rule out. New rule in. Investment advisors can now use testimonials in their marketing materials … as long as certain requirements are met.
Requirements for Using Testimonials
If you’re planning to use testimonials, here are some rules you need to keep in mind:
No Cherry-Picking: If you’re going to ask one client for a testimonial, you have to ask all clients for testimonials. The SEC itself states in the final rule, “We do not believe that the general prohibition requires an adviser to present an equal number of negative testimonials alongside positive testimonials in an advertisement, or balance endorsements with negative statements in order to avoid giving rise to a misleading inference.” It goes on to suggest that “one approach that we believe would generally be consistent with the general prohibitions would be for an adviser to include a disclaimer that the testimonial provided was not representative, and then provide a link to, or other means of accessing (such as oral directions to go to the relevant parts of an adviser’s website), all or a representative sample of the testimonials about the adviser.” In short, you don’t necessarily have to provide representative examples of both outright, but if you don’t, you’ll need to state that outright, and direct people to somewhere they can find a representative sample.
Disclosure: If you’re using testimonials, you are required to include clear disclosures alongside them. These disclosures need to be on the same page as the testimonial and as prominently featured as the testimonial itself. You must disclose whether the person giving the testimonial is a current client, whether they’ve been compensated (and if so, the terms of the compensation), and if any material conflict of interest exists.
Avoid Misleading Content: While the rule allows testimonials, it still prohibits anything that could be misleading. For instance, if a testimonial mentions “guaranteed results” or makes promises about returns, you’re playing with fire. Stick to actual client feedback, and be careful with the language to avoid giving the impression of guaranteed performance.
Record-Keeping: You’re required to keep accurate records of every testimonial used in your marketing efforts. This means keeping documentation related to the testimonial, such as the content itself and any compensation given to the client. Good record-keeping habits are a must in case the SEC conducts a compliance audit.
Third-Party Ratings: The rule also allows the use of third-party (think Yelp or Google My Business) ratings like rankings or awards. Be aware, however, that third-party rankings are still subject to compliance oversight and should include the appropriate disclosures. The “no cherry-picking” rule applies here as well.
Steer Clear of Entanglement: Have you deleted an unfavorable social media review, hidden a Google rating that painted you in a poor light or otherwise inserted yourself into the preparation or presentation of third-party information? That’s called entanglement, and it’s staunchly against the Marketing Rule. Leave third-party testimonials, ratings and reviews alone.
And remember: These are just some of the restrictions on, and rules around, testimonials. You’ll want to ensure you’re compliant with all aspects of the Marketing Rule’s guidelines regarding testimonials.
Testimonials: Great Power, Greater Responsibility
When people are deciding where to invest their money, they naturally look for social proof. Testimonials provide reassurance that they’re making the right choice. However, a single misstep can lead to compliance issues and client mistrust. Proceed with the utmost caution!
Do you need help hyping up your investment firm? Let Mischa Communications handle the marketing. Let’s get started.
A traditional marketing funnel starts with a broad pool of leads, then slowly narrows them down. It’s a time-consuming process. And there’s no guarantee that the accounts you truly crave will get caught in your widely cast nets.
What if there was a way to flip the script and focus on expanding your influence with a shortlist of high-value, key accounts?
Well, there is. And it’s called account-based marketing (ABM).
Account-based marketing is all about quality over quantity, homing in on only reeling in those accounts that matter most to your business. And today, we’re going to give you an overview of this marketing strategy. Read on to learn more about ABM, including how your company can start using it to achieve better results.
What Is ABM, And How Does It Work?
When you practice account-based marketing, you focus your energy on the clients/accounts that have the most potential worth to your company. This means you’ll have to tailor your marketing efforts specifically to these accounts, personalizing your message directly to their wants, needs and pain points.
ABM is usually used in business-to-business (B2B) marketing, where deals are much more intricate and lucrative. So if your company sells to large organizations with multiple decision-makers, it’s a strategy to consider.
Here’s how it works:
Identify Your Target Accounts
Choose which companies you want to target. These need to be high-value accounts that can bring in sizable revenue and, ideally, offer long-term growth potential.
Do Your Research
Once you have targets on your radar, you’ll need to do a deep dive into their needs, pain points, challenges, industry trends and current providers. Find out what drives their purchasing decisions. The more you know, the easier it will be to personalize your approach.
Get Personal
Now that you understand who you’re working with, create tailored marketing campaigns just for them. This is truly a “marketing to one” approach. Consider creating specific content that addresses their unique challenges.
Meet the Team
Account-based marketing involves building relationships with all of the account’s core decision-makers. Sometimes, this means interacting with stakeholders across different departments. This means it won’t be enough to pitch how you can help the company as a whole — you may have to demonstrate how your solution relates to each applicable department.
Track Your Results
Just like with any other marketing strategy, it’s important to measure your results and adjust as necessary. We can’t stress this enough: ABM is a marathon, not a sprint. Don’t get discouraged if you don’t see immediate effects. Patience and persistence will pay off in the long run.
Our Best Tips for Account-Based Marketing
If you’re feeling overwhelmed by ABM, don’t! We have a few tips to help you get started.
Create Personalized Landing Pages
With ABM, you’re marketing to one specific account, not the masses. Thus, each company you’re targeting should have a personalized landing page. This helps establish a tighter relationship, signaling that they deserve a certain amount of attention from the moment they first visit your website.
Develop Company-Specific Content
There are no cookie-cutter solutions in ABM. Each target has its own pain points, and it’s your job to address them. Your arsenal can and should include personalized videos, blog posts, demos, webinars, case studies and more. And make sure you’re directly speaking to your target at all times.
Put Your Best Face Forward
Getting decision-makers to agree to a face-to-face (virtual or in-person) meeting is key. To do that, you need to make sure your reputation is already stellar. They will be vetting you, so your rep needs to be on point beforeyou make initial contact.
Use Lead Magnets
Everyone likes to get something for nothing. Giving even a little something in advance not only entices targets to connect with you, but it also instills a sense of quid pro quo that can make them want to give you something in return.
Is ABM Right for Your Company?
Meaningful connections matter in marketing. And there’s no better way to forge them than making each target feel like they’re your only target. Account-based marketing can help you build strong relationships with high-value clients who are in it for the long haul!
Are you looking for a marketing partner who can take your business to the next level? Mischa Communications is your best bet. How can we help?
All the news that’s fit to print often occasionally finds its way into business marketing. Fresh news makes for engaging content that is relevant and cutting edge, and it can show your audience that you’re on top of the most recent trends.
For financial services firms, however, news-pegged marketing can create some pretty significant challenges. The market, the economy, and all things money can change in the blink of an eye. So a blog article or a social post about a current event could become outdated in the time it takes you to write it.
That’s why the ability to quickly react to news can position a brand as knowledgeable and responsive, but it might not always be your best bet.
Today, we’re going to look at some pros and cons of putting news to work in your financial services marketing.
News-Pegged Marketing: The Pros
Marketing on the news allows brands to create messages that resonate with what’s happening in the world at that very moment. For financial services firms, it might mean addressing current market trends, important regulatory changes or economic forecasts.
Done right, it can position you as a thought leader, boost your credibility, and attract a wider audience.
For instance, if there’s a significant shift in the market, a quick blog post or social media update addressing it illustrates how your firm has its finger on the pulse of right now.
News-Pegged Marketing: The Cons
The very things that make news in marketing appealing are also the things that make it risky.
When things can change at any given moment, content that’s highly relevant today can be obsolete by tomorrow — or even later this afternoon.
It’s not just about keeping things fresh, though. It’s also about maintaining the integrity of the content you’re sharing.
Imagine spending the time and/or money creating a blog post about the potential for a market downturn and extolling the virtues of a conservative investment strategy during times of doubt. The advice might be sound, but if the market suddenly rebounds, the timing of the advice won’t be received well. Thus, you don’t just risk wasted resources — you risk a smudged reputation. In an industry where trust is everything, pushing out obsolete or misleading information, no matter how well-intentioned, isn’t a good look.
Compliance Considerations
Compliance concerns make news-pegged marketing even more dangerous for financial services firms. Regulatory bodies have strict rules about what can and can’t be communicated to your audience, especially as it relates to market predictions and financial advice.
There’s a very, very fine line between providing valuable insights and making statements that might be construed as financial advice, which could then lead to compliance issues. Financial services firms should always have a vigorous review process in place to make sure they’re on the right side of the rules.
Striking the Right Balance
For financial services firms, the key to news-based marketing is balance. You need to know when to go all in and when to hold back. Big market moves might warrant a few social media posts or a quick blog update. But you must be careful about overcommitting to content that could become obsolete before it ever had a chance to gain traction with your audience.
Our advice: Use news sparingly in your marketing strategy. It’s best to create evergreen content that can stand the test of time while sprinkling in news-related updates when relevant.
The Bottom Line on News-Pegged Marketing
When used responsibly, current news can help boost your financial services firm’s reputation and client engagement. But in an industry when the stakes are high and the landscape can change at the drop of a hat, “better safe than sorry” is the motto of the day.
Is your firm looking for a marketing agency with a proven track record in the financial services field? Mischa Communications is ready to show you what we can do! Get in touch today.