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Common marketing mistake #11 cure: Don't expect advisors to remember passwords, or hunt for the information they seek. Lose the password, and push relevant content out to them.
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Common financial marketing mistake #11 continued: Check your web analytics, most likely the traffic on the advisor area of your website doesn't warrant the costs involved.
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Common financial marketing mistake #11: Expending a lot of energy and resources on a password-protected advisor area on your website. Why? They aren't visiting much.
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Financial marketing mistake #10 cure, part 4: Monitor competitor activities -- web and sales material advertising and media strategies. Share info on each throughout the firm.
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Financial marketing mistake #10 cure, part 3: You now have a key competitor list; assign monitoring of them to your staff, one per person or team. See tomorrow for monitoring tips.
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