Marketing is rapidly evolving from an art to a science. The Evidence-Based Marketer is a podcast and resource—with a special emphasis on financial services marketing—focused on how you can use data and research and time-tested strategies to be a more effective marketer.
Recent Episodes
In this episode of The Evidence-Based Marketer, we continue our discussion of marketing and the five senses with "hearing". Specifically, we'll be discussing the effects of certain sounds, and music, on the client experience.
You may not think that appealing to a client's (or customer's) sense of touch presents much opportunity to marketers. But, it trully is an essential component of your brand. In this episode, we discuss how clients' sense of "touch" can affect the way they perceive your brand.
The most emotionally resonant of our five senses, smell, can allow you to access-and create-compelling memories and associations. In this episode, we look at best practices on making smell a significant part of your branding and marketing.
We kick off a new, 5-part series on how marketers can make the most of each of the five senses, starting with taste. We discuss some sweet and savory ideas for how you can make taste part of your brand, and use it to differentiate your services and enhance your client experience.
How can you ensure that clients feel great about referring their friends and family to you? In this follow-up episode of the Evidence-Based Marketer, we explain how advisors can astutely, and constructively, collaborate with clients to attain quality referrals.
The number one fear, among financial advisors, is asking for a referral. What if you ask a client for a referral and the client says no? In this episode of the Evidence-Based Marketer, we explain how advisors can strategize, confidently approach clients, and work to build a more referable business.
Our host, William Chettle, continues his conversation with Symmetry's Director of National Sales, Tom Romano, to discuss tools that will set the right strategic direction for your business, help you to leverage what makes you unique, and focus on your true competitive advantages.
Now that 2021 is behind us—a year full of volatility and uncertainty—how will you position your firm for 2022 and beyond? Our host, William Chettle, is joined by Symmetry’s Director of National Sales, Tom Romano, to discuss tools that will set the right strategic direction for your business, help you to leverage what makes you unique, and focus on your true competitive advantages.
Resources
Growth Plan Workbook
This fillable guide walks you through answering four fundamental growth questions to help you focus your marketing efforts and messaging.
Creating Your Unique Positioning Statement
The Unique Positioning Workbook will have you complete four exercises that relate to all the services you provide your clients, meaningful experiences you have had with clients, some of the characteristics of your book of business, and what you consider to be an ideal client.
Your Hosts
J. William G. Chettle
Director of Experience & Engagement
In his role as Director of Experience & Engagement for Symmetry Partners, William is responsible for helping Symmetry and its affiliated companies build greater brand awareness, foster deeper engagement with clients and enhance their overall experience. He oversees the firm’s marketing and communications, as well as practice management and events.
William has more than a quarter century of financial services experience. Previously, he headed up Marketing and Communications for Loring Ward. Prior to that, he was in charge of Brokerage Marketing for Wachovia Securities. He has also held senior positions in National Sales, Communications, and Marketing at Wachovia Securities and Prudential Securities.
William speaks and writes often on marketing, finances and investing and is the co-author of the book Legacy of Care: Providing for Your Special Needs Child Today, Tomorrow & Always as well as 27 Principles of Investing Everyone Should Know.
Andrea Loin
Digital Marketing Specialist
Andrea Loin has been working with Symmetry since 2014. As Digital Marketing Strategist, she is responsible for managing all of Symmetry’s digital initiatives and properties, including websites, email, campaigns, social media, and lead generation. She also works closely with Sales to help deliver a better digital experience for Symmetry’s clients and prospective clients. She oversees marketing automation and Hubspot CRM and consults regularly with Advisors on their own digital marketing. Andrea has both Hubspot Marketing and Hubspot Sales Certifications. Previously at Symmetry, she worked in National Accounts assisting in the training of sales desk partners and running campaigns for broker dealers.
Prior to joining Symmetry, Andrea worked with Financial Advisory firms and Wholesalers, including AXA Equitable and AdviceOne in a relationship management capacity, including marketing and operational support.
Andrea lives in Connecticut with her husband, and her 2 boys. In her free time, she enjoys the shore and camping all over the east coast with her family.