Begin by determining how to access your ideal clients.
A. Determine your territories or market focus as a team – who will focus on which prospects or segments.
B. Identify referral partners (asset management relationships, custodians, referral networks, COIs, etc.)
C. Identify marketplaces or communities that may be relevant (e.g., FeeOnlyNetwork, Investopedia, NAPFA, FPA Planner, Zoe Financial, SmartAsset, and others)
D. Identify touch points should might based on the audience, e.g. inbound and outbound marketing, PR/media outreach, advertising, re-marketing, high-value content, and thought leadership, webinars.
E. Identify social and other media channels you might use to reach prospective clients (Google or Facebook Advertising, LinkedIn Sponsored posts, etc., radio, print), media/PR, content/thought leadership publishing/syndication, speaking, charitable activity, e-mail, apps such as a retirement readiness quiz, webinars).
F. Consider what capabilities you will need to support your go-to-market strategy, including web channels, collateral, technologies, processes, skills, and measurement/monitoring.
G. Align your team around the go-to-market model and high-level campaign strategies, ensuring buy-in and supporting execution commitment.
Target selectively: