The mandate: build a distribution engine
Your team needs to stop thinking about 'posting' and start thinking about 'scaling'. The brief should explicitly task them with building a system that puts your firm's name in front of your audience multiple times a day. A managed content network does this by using a set of brand-owned pages. This is the only way to reach a significant percentage of your market. Tell them to build for volume and consistency, not just for the sake of having a profile.
Compliance as the boundary
As CEO, you must be firm: compliance is the non-negotiable boundary. Any brief you give your team must include a clear instruction on the review process. Your firm's expert insights are your brand. They must be accurate and on-message. By using a managed network to distribute only what is approved, you create a system that is both bold and safe. This is how you build a powerful presence without putting your firm's reputation in jeopardy.
Focusing on bottom-line results
Your team should be measured by the pipeline they create. Are your social efforts leading to more meetings? Are they making your sales team's job easier by educating prospects early? That is the real test of a social media strategy. Your brief should make this crystal clear. You are not hiring them to be social media stars; you are hiring them to be a part of a broader revenue-generation engine. Everything they do should be evaluated against that simple, clear goal.
Driving efficiency through leverage
You need to achieve big results without a big budget. A managed content network is a high-leverage tool. It allows you to get massive reach for about the cost of one marketing hire. Your brief should reflect this desire for efficiency. You are looking for a system that gives you the maximum possible return on every dollar spent. By leveraging a network to do the heavy lifting, you can keep your internal team focused on the high-value tasks that only they can handle.
Make your brief about distribution scale and compliance, then leverage a managed network to deliver the market authority your firm needs.
See your network before you hire.
Tell us what your wealth management firm already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How do I make sure the team follows this?
Make it a key performance indicator. Their performance is measured by how effectively they use the distribution network to fill the lead pipeline.
What if the team wants to do more creative work?
Tell them to put that creativity into the core videos that the network distributes. That way, the creativity has the biggest possible impact.
How does this scale?
The more successful the network is, the more you can invest in it, which increases your reach and, in turn, your leads.