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Abby Salameh of Hightower. Abby Salameh of Hightower.

Advisory firms should step up their marketing and other communications initiatives to best serve their clients and take advantage of opportunities to grow their businesses during this difficult time, and they don’t need to be expert technicians or spend bundles to do so, according to RIA marketing experts who spoke Tuesday during the webinar “Marketing Secrets of Billion-Dollar RIAs.”

Advisors must, however, be open to listening to other perspectives and trying out new initiatives that can potentially help their businesses, they said. At the same time, it’s also a good time for advisory firms to shift their marketing away from business continuity issues and other COVID-19 crisis specifics in favor of new legislative and other information, as well as fun, lifestyle-oriented ideas that clients and prospective clients will find useful now that the situation has stabilized somewhat, they pointed out.

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