MPM Wealth Advisors: Building a marketing function from scratch for an RIA
Fractional CMO & Marketing Leadership
Falcon Consulting built the strategy, the plan and a new website for a 30-year-old RIA, and the site produced 3 leads in its first two months, the first it has ever generated.
Leads count the first two months after launch. Traffic lift counts the first month after launch. Other results compare the first three months after launch with the month before.
The problem
A 30-year reputation, and dispersed marketing activities
Falcon Consulting was brought in to build strategic marketing into a busy, growing firm. The firm had a 30-year reputation and loyal clients, but marketing was executed by a busy partner, advisor, and staff, and its website was not bringing in new business.
Additionally, the company was using an all-in-one website and content solution that had poor search traffic, performance, and didn't result in leads.
The approach
A strategy, a new website, and a plan to run both
- Strategy. A written strategy and budget plan, with a defined profile of target clients and partners.
- A new website. Moving off a cookie-cutter platform to a custom-built site with original content, targeted to their audience, optimized for conversion, SEO, and AI search.
- A content engine. A regular program of emails, blog posts, social media, and video that followed a content calendar.
- Centers of influence. A program to build referrals through the professionals clients already trust.
- Reporting. A monthly report that ties marketing activity to leads.
The results
A marketing plan and a website that brings in business
The firm's marketing now runs on a plan, with a team and a monthly report behind it, and its website has become a source of new business.
- +2.6x Traffic lift in the first month after site launch
- 4x+ Contact form visits in the first three months after launch
- 2x Marketing impressions across website, social, email and ads
- 100/100 SEO site health score
Snapshot
- Client
- MPM Wealth Advisors, an RIA in business for 30 years
- Services
- marketing strategy and fractional CMO leadership, plus execution across:
- website development and design
- copywriting and editing
- email marketing
- graphic design and creative development
- advertising (print and digital)
- asset and collateral development (print and digital)
- SEO/AEO optimization
- video editing
- COI strategy and communications
- virtual event support
- Falcon's role
- lead strategist, fractional CMO, outsourced marketing team
Client testimonial
Falcon Consulting has changed what our website and marketing mean for our business. We started with a comprehensive marketing strategy that defined our target customers and partners, prioritized and planned our marketing activities, and articulated a roadmap to move off an out-of-the-box site that underserved our goals. In about ninety days, that strategy resulted in a fully customized, high-performing website with a regular cadence of marketing activities (including email, social media, video, and partner content). Our global impressions have doubled, traffic has nearly tripled, and contact form visits are up more than fourfold. For the first time, we can see exactly what our marketing is doing, and it's working.
Chelsea Ohm Heintschel, CFP®, Lead Advisor and Managing Partner, MPM Wealth Advisors
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