The Wealth Conservatory
The Wealth Conservatory is a financial planning firm with offices in Lebanon, NH; Winston-Salem, NC; Livermore, CA; and Plymouth, CA. They are NAPFA-certified, fee-only, fiduciary financial advisors, so their income is derived solely from the holistic management of their clients' financial lives. This includes retirement, tax, and estate planning, asset management, and more.
By nature, they are not a sales-oriented company. This is due to two factors: they don't sell products like most banks and brokerage firms, and the team members are more comfortable behind a desk than at a chamber of commerce event. As such, they don't acquire leads and prospects through traditional, in-person networking sources and sales processes. Historically, most of their clients have been referred by others. The challenge, therefore, was to find other ways to maintain a steady pipeline of prospects and achieve desired growth.
In addition, potential financial planning clients have changed their research methods. They have become empowered consumers, researching companies and alternatives online in the awareness stage of the buyer's journey before considering options. Therefore, today's savvy financial advising and retirement planning companies have positioned themselves to attract prospects online through comprehensive inbound marketing and sales strategies.
Hydrate began our Fractional CMO engagement with discovery, developing a full understanding of the company, the target customer personas, and the competition, including areas of differentiation, messaging, positioning, value, niches, and markets. Then, we researched new target customer personas, performed keyword research, and created a keyword-optimized website based on that research and an inbound marketing plan. Using the HubSpot inbound marketing platform, we implemented a content marketing strategy with supporting marketing tools and processes that lead their target markets to their website, guide them through the seven behaviors of the customer journey, nurture them with automated workflows, and drive leads, conversions, and advocates that refer business.
In 2024, it was time to refresh the company's brand. The Hydrate team began a brand discovery and alignment project, during which we interviewed team members, clients, and stakeholders to gain a deep understanding of their target markets, competitors, and industry trends. Then we crafted positioning, brand pillars, core messaging, and new visual branding to support the brand's marketing activities.
In addition, the Hydrate team was retained to offer Marketing Leadership as a Service (MLaaS) while performing all aspects of marketing strategy development and the implementation of marketing tactics. These include:
- Lead generation and customer acquisition
- Content creation for the website, blogs, and email
- Email marketing and CRM database management
- Social media marketing
- Graphic design
- Direct mail
- Digital and print advertising
- Event promotion
- Podcast production
- Video production
- Public relations, such as press releases
The Wealth Conservatory increased inquiries, leads, and conversions in all geographic and target markets. This led to a 22% increase in revenue in the first 18 months of implementation and continual increases across all KPIs year to year.
29 School St
Lebanon, NH 03766
63 Federal St
Portland, ME 04101
603-651-0473
dan@hydratemarketing.com
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