A Powerful & Customizable Financial Advisor Marketing Strategy (FREE)

A comprehensive financial advisor marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your financial advisor business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Wealthy Wanda
Age: 40 | Education: Master's in Business Administration | Occupation: Senior Marketing Director at a Tech Firm
"I'm overwhelmed by the number of investment options and unsure which strategies best fit my family's goals. I fear making poor choices that could jeopardize our future."
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Visible Goals
These are the goals your target persona would tell you about.
Maximize my investment portfolio returns
Plan for my children's education expenses
Prepare for potential early retirement
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True Goals
These are the real things they want to achieve.
"I want to enjoy financial security and freedom to travel"
"If I can set up a solid education fund, I will feel proud"
"I need assurance that my investments are safe and growing"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I think I should manage my investments myself to save on fees"
"What if the advisor doesn't understand my unique situation?"
"I could lose more money than I gain if this doesn’t work out"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Hiring a professional can actually save you time and lead to better returns compared to self-management.
We specialize in personalized strategies tailored specifically for high-income families like yours.
Our fee-based model ensures you're only paying for what adds value, reducing your risk.
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Transformation
In your target persona's own words, here's how your product has improved their life.
"With the help of a financial advisor, I now have a well-structured investment plan that's aligned with my family's needs. I feel confident about our financial future and have the peace of mind to focus on things I love, like spending time with my family and enjoying our travels."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Retired Roger
Age: 65 | Education: Bachelor's in Real Estate Management | Occupation: Former Real Estate Agent
"I'm struggling to find the right balance between enjoying my retirement and ensuring that my savings last. I'm also unsure how to properly manage my estate planning to make things easier for my family."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Secure my retirement income against inflation
Efficiently transfer wealth to my heirs
Create a sustainable budget for travel and hobbies
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True Goals
These are the real things they want to achieve.
"I want to leave a lasting legacy for my children"
"If my income is stable, I can enjoy my retirement without worry"
"I need to ensure that I can afford unexpected expenses in old age"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm concerned about additional fees eating into my savings"
"What if the advisor pushes products I don't need?"
"I feel out of touch with modern investment strategies"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our transparent fee structure allows you to clearly see what you're paying for and helps protect your savings.
We only recommend personalized solutions that match your specific needs and concerns—no pressure sales.
We’ll make sure you understand every step of the investment process, demystifying the strategies for your peace of mind.
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Since engaging with a financial advisor, I feel empowered. My retirement funds are organized, and I've established a solid estate plan. I'm now able to enjoy my retirement fully, knowing I've taken care of my loved ones."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on educational videos
Engagement rate on social media posts
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: 'Understanding Investment Strategies for Families: A Beginner’s Guide'
Infographic: 'How to Plan for College Expenses: A Step-by-Step Visual Guide'
Webinar: 'Navigating Investment Options: What Every Parent Should Know'
Video interview series with successful families: 'How We Invested and Planned for Our Future'
Social media campaign: 'Daily Financial Tips for Busy Professionals'
eBook: 'Comprehensive Guide to Financial Planning for Families'
What to measure:
Page views on blog posts
Number of downloads for guides
Engagement metrics (likes, shares) on social media
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
investment strategies for families
how to plan for college expenses
personal finance tips for busy professionals
financial planning for high-income families
beginner's guide to investing
tax-efficient investment strategies
estate planning for families
affordable financial advisory services
maximizing retirement income
understanding financial advisor fees
What to measure:
Organic traffic growth
Keyword rankings for target terms
Click-through rate from search results
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Targeting women aged 35-50 working in tech who are interested in personal finance
[Prospecting] YouTube Ads: Promoting a video on 'Investment Strategies for Families' to viewers of financial education channels
[Remarketing] Google Ads: Former visitors to the website who didn't engage with the blog content
[Prospecting] Facebook Ads: Targeting seniors 60+ interested in retirement planning and estate management
[Prospecting] YouTube Ads: Advertisements targeting those researching financial planning and investment advice
What to measure:
CPC (Cost per click)
Impressions
CTR (Click-through rate)
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Instagram Stories showcasing daily financial tips for families
Facebook Live Q&A session: 'Ask a Financial Advisor Anything'
Twitter polls asking followers about their biggest financial concerns
LinkedIn articles discussing trends in personal finance for professionals
Monitor social media for brand mentions and respond to inquiries or comments
What to measure:
Engagement rate on posts
New followers gained
Reach and impressions on campaigns
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
Run an A/B test on headlines for top blog posts to see which drives more traffic
Test different call-to-action phrases on the landing page for downloadable content
Evaluate the performance of images vs. videos in social advertisements
Optimize the mobile version of the website to improve navigation and reduce bounce rate
Experiment with different formats for webinar invitations to increase sign-ups
What to measure:
Bounce rate
Conversion rate on landing pages
Traffic sources and their respective engagement

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Returning visitors to the website
Number of leads generated
Email engagement rates (opens and clicks)
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'Investment Strategies for High-Income Families: Tailoring for Success' to answer common queries about financial planning
eBook: 'Long-Term Financial Planning: Strategies for Retirement and Wealth Transfer' focusing on personalized methods
Blog post: 'Understanding the Fees of Financial Advisors: What You Should Know' addressing pricing concerns
Case study: 'How Personalized Financial Planning Changed Family X’s Financial Future' demonstrating real-life outcomes
Podcast episode: 'Navigating Estate Planning: Insights from Top Financial Advisors' offering expert advice
Video series: 'Common Myths About Financial Advisors Debunked' to clarify misconceptions and build trust
What to measure:
Webinar registration numbers
eBook downloads
Time spent on case study page
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
best investment strategies for families
personalized financial planning importance
financial advisor fees explained
financial planning for high-income families
estate planning basics
how to work with a financial advisor
investment myths debunked
wealth transfer strategies
benefits of professional financial advice
how to choose a financial advisor
What to measure:
Leads generated from organic search
Bounce rate on content pages
Time on page for key articles
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Google Ads: Targeting search queries like 'best investment strategies for families'
[Remarketing] Facebook Ads: Targeting users who attended the previous webinars but didn’t schedule a consultation
[Prospecting] YouTube Ads: Promoting a video on 'The Importance of Personalized Financial Planning' to young professionals
[Prospecting] LinkedIn Ads: Targeting senior executives interested in retirement planning tips
[Remarketing] Google Ads: Visitors to financial advising blog posts who did not take further action
What to measure:
Cost per lead
Conversion rate from ads
Engagement with video ads
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Live Q&A session on Instagram: 'Ask a Financial Advisor' focusing on investment strategies
Facebook post series sharing snippets from the webinar and inviting reactions
LinkedIn polls about common financial myths, driving awareness and engagement
Content shares of the latest blog post, encouraging discussions around fee transparency
Monitor and respond to financial-related mentions or questions across social channels
What to measure:
Engagement rate on posts
Shares on blog-related content
Comments or questions posed during live sessions
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Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Follow-up email sequence: 'Thanks for Attending Our Webinar!' with additional resources
Nurture email series delivering insights from the eBook on long-term financial planning
Personalized invitation to schedule a consultation after downloading case studies
Monthly newsletter featuring recent blog posts and relevant content updates
Feedback request email targeting participants of previous events for improving future sessions
What to measure:
Email open rates
Click-through rates on resources shared
Scheduling requests from follow-up emails
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test subject lines for nurture emails to improve open rates
Test different landing page designs for resource downloads to see which converts better
Experiment with call-to-action placements within blog content to drive more leads
Run a split test on webinar registration forms with varying fields to reduce friction
Test different time slots for live Q&A sessions to find optimal engagement times
What to measure:
Conversion rate on landing pages
Lead generation effectiveness of each tactic
Engagement rates across email campaigns

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate of leads to customers
Average order value
Customer acquisition cost
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Case study: 'How Wealthy Families Achieved Financial Peace of Mind with Our Advisory Services' highlighting success stories
FAQ video addressing common concerns and misconceptions during the decision-making process
Blog post: '5 Reasons Now is the Best Time to Hire a Financial Advisor' focusing on overcoming purchasing objections
Client testimonials video showcasing real client transformations and positive outcomes
Interactive calculator tool for potential clients to estimate their expected returns when using professional financial services
Personalized consultation offer email campaign directing prospects to schedule meetings with specific advisors
What to measure:
Number of consultations booked
Content engagement rates (views, shares)
Conversion rates on case studies
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
financial advisor consultations near me
best financial advisor reviews
affordable financial planning services
how to choose a financial advisor
success stories from financial advisory
personalized financial planning advantages
fee-based financial advisory benefits
investment management services near me
financial advisor comparison guide
estate planning services
What to measure:
Organic leads generated
Keyword rankings for branded terms
Click-through rate on service pages
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Google Ads: Targeting users who have visited the financial planning service pages but did not book a consultation
[Prospecting] Facebook Ads: Targeting high-income individuals aged 35-55 within the local area interested in investment planning
[Remarketing] YouTube Ads: Reminding viewers who watched financial education videos about booking a personalized consultation
[Prospecting] LinkedIn Ads: Targeting professionals in senior management roles who are concerned about retirement planning
[Remarketing] Facebook Ads: Engaging past webinar participants with an offer for one-on-one financial assessments
What to measure:
Cost per acquired customer
Return on ad spend (ROAS)
Lead conversion rate from ads
🚀 Help me execute this paid ads strategy
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Instagram campaign showcasing client success stories and transformations after using financial advisory services
Facebook posts promoting client testimonials and inviting questions about the advisory process
LinkedIn articles discussing the importance of personalized financial advice and sharing relevant experiences
Twitter thread featuring insights on overcoming objections when considering hiring a financial advisor
Engagement posts asking followers what challenges they face in financial planning, driving responses and discussions
What to measure:
Engagement rate on testimonial posts
New consultation requests via social channels
Reach on shared transformation stories
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Personalized follow-up email: 'Still Thinking About Your Financial Future? Let's Chat!' with a calendar link for consultation scheduling
Email series addressing specific purchasing objections with success stories from similar clients
Exclusive offer email: 'Book Your First Consultation at a Discounted Rate' for potential leads
Reminder emails for upcoming webinars with a call-to-action to schedule a consultation afterward
Performance review email for past clients: 'Let's Discuss Your Investment Strategy and Future Goals'
What to measure:
Consultation bookings from email campaigns
Open rates on personalized offers
Click-through rates on consultation calls to action
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test landing page variations for consultation scheduling with different call-to-action placements
Run a split test on email subject lines to see which motivates more bookings for consultations
Evaluate performance of closing techniques during consultations (i.e., varying pitches to reduce objections)
Test different lengths of follow-up sequences post-webinar or case study exposure to maximize engagement
Assess impact of adding client success visuals (charts, graphs) during consultations on closing rates
What to measure:
Consultation booking conversion rates
Effectiveness of email follow-ups on scheduling
Drop-off rates during the consultation process

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value
Churn rate
Net promoter score (NPS)
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly financial performance newsletter summarizing investment portfolio growth and strategies
Blog post: '10 Ways to Optimize Your Financial Planning in Retirement' providing continuous education for existing clients
Client success stories video series highlighting transformed financial situations thanks to ongoing advisory support
Interactive webinar: 'Staying On Track: How to Adapt Your Financial Plan Over Time' encouraging engagement with existing clients
Personalized annual financial check-in email campaign reminding clients about their financial goals and next steps
Exclusive access to an educational eBook: 'Advanced Investment Strategies for Existing Clients' delivered through email
What to measure:
Open rates on newsletters
Number of views on client success videos
Engagement metrics on webinars
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
financial planning for existing clients
reinvestment strategies
how to adapt financial plans over time
importance of regular financial check-ups
advanced investment strategies
top financial planning tips for retirees
wealth management for high-income families
personal finance for retiring professionals
establishing trust with your financial advisor
impact of financial advisors on long-term investment results
What to measure:
Return visitor rate
Organic traffic to retention-focused content
Keyword rankings for client retention terms
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Target customers who have engaged with previous content about personal finance optimization
[Remarketing] Google Ads: Show ads to clients who visited account management pages urging them to attend the upcoming webinars
[Remarketing] YouTube Ads: Retarget viewers who engaged with success stories, promoting a new client testimonial video
[Prospecting] LinkedIn Ads: Target existing clients who haven't engaged with recent educational materials on financial planning
[Remarketing] Instagram Ads: Showcase testimonials from clients who benefited from the annual check-ins offered
What to measure:
Click-through rate on retargeted ads
Participation rates in retargeted promotions
Cost per engagement with client success stories
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Regular client spotlight posts on Instagram showcasing satisfied customers and their financial achievements
Host a live Q&A on Facebook addressing questions from current clients about ongoing financial strategies
Initiate Twitter discussions about common financial challenges retirees face, offering insights as a financial advisor
Create LinkedIn polls for existing clients to gather feedback on the types of services they value most
Monitor social media for mentions of advisory services, responding to any inquiries or concerns raised by clients
What to measure:
Engagement on client spotlight posts
Feedback collected from Twitter discussions
Reach of live Q&A sessions
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Quarterly performance report emails providing personalized insights into client investments and updates
Follow-up email campaign post-webinar encouraging feedback and further inquiries about their financial plans
Client appreciation email: 'Thank You for Trusting Us with Your Financial Future!' with highlights of recent successes
Regular educational email series focusing on advanced strategies and updates in financial regulations
Holiday greeting email featuring tips for year-end financial planning, fostering ongoing engagement
What to measure:
Response rates on performance report emails
Engagement with follow-up emails
Client satisfaction ratings from appreciation email campaigns
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test different subject lines for quarterly reports to see which sees higher open rates
Experiment with varying formats for client success stories to determine delivery effectiveness
Run a split test on webinar registration forms to reduce drop-off during sign-ups
Test sending email reminders about ongoing services to assess engagement improvements
Evaluate the impact of personalized content on social media engagement with existing clients
What to measure:
Open rates on test emails
Engagement metrics from webinars
Conversion rates from social media campaigns

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