Ep 124: How Financial Advisors Can Attract Clients Through Authenticity and Personal Connection with Maribeth Kuzmeski

On today’s episode of Bridging the Gap, Matt is joined by Maribeth Kuzmeski, PhD, President of Red Zone Marketing, Marketing Strategist, Author, and Keynote Speaker on Marketing, Branding, and Persuasive Communications. 

Maribeth shares the story behind the name of her marketing consulting firm, building trust and credibility as a financial advisor, and her research behind the impact of including personal information in a bio. She also talks through strategies she’s used to help advisors achieve success in niche markets, as well as the importance of transparency, trust, and differentiation in the financial industry. 

Maribeth discusses the effectiveness of seminars, video marketing, and email campaigns in attracting clients and fostering personal connections. She also provides insights into conducting marketing research for financial advisors and asset managers, the value of surveys, and analyzing data. She also shares how you can use social media platforms like LinkedIn to showcase not only your purpose and motivations, but also the softer side and the difference you can make in your clients’ lives.

Dr. Maribeth Kuzmeski Bio:

Dr. Maribeth Kuzmeski is President of the consulting firm, Red Zone Marketing. Maribeth and her firm personally consult with some of the nation’s top financial professionals managing from $300 million to over $1 billion in client assets. Maribeth got her start as the 5th client in her firm happened to be a financial advisor. This advisor had only $10 million in money under management that Maribeth helped grow into $200 million in under 5 years through niche-based marketing strategies. Today, Red Zone Marketing is fully focused on the financial services industry.

Maribeth has written 9 books including the bestseller The Connectors. She is an international keynote speaker rated as a Top 25 C-Suite Speaker by Meetings & Conventions Magazine, has spoken at The Million Dollar Round Table, and is a regular presenter at Barron’s Top Producer conferences.

Maribeth is also a professor of marketing at Oklahoma State University teaching several marketing courses including Personal Branding: Name, Image & Likeness for student-athletes. Through her academic work, Maribeth brings an evidence-based approach to her consulting and speaking of what has been researched, is working elsewhere, and can be applied immediately.

Maribeth has a bachelor’s degree from the Newhouse School of Public Communications at Syracuse University, an MBA from The George Washington University, and a PhD in Business Administration from Oklahoma State University. When not working, Maribeth and her husband of 30 years are likely at a sporting event, golfing or with their two (somewhat) adult children.

Timestamps From This Episode

[00:02:01] Maribeth shares how she went from a passionate sports fan to a marketing agency owner.

[00:03:11] Maribeth talks through her career transition to marketing and consulting success.

[00:06:27] Maribeth explains that financial advisors need to bridge the disconnect between clients and prospects by showcasing their personal qualities and building relationships.

[00:11:23] Maribeth explains how bio personalization drives connection with potential clients.

[00:14:52] Maribeth talks through building relationships in the industry through personal connections.

[00:21:17] Maribeth talks through how advisors can connect with their clients by considering alternative perspectives to overcome negative perception in the industry.

[00:27:11] Maribeth shares how advisors can use marketing research to improve business.

[00:30:48] Maribeth shares tips to help firms bring in new business post-COVID.

[00:35:53] Maribeth talks through utilizing different email marketing types and shares that the key is creating interesting content for readers.

[00:38:57] Maribeth shares a book that she believes everyone should read that shares shortcuts to success.


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About the Show

Bridging the Gap is a financial podcast hosted by CEO Matt Reiner focused on bringing together leaders from the finance and the technology industries to focus on innovating the financial services industry.