“Off The Wall” Blog
Unique, straight-forward, unfiltered opinion on topics of concern for individuals with newfound wealth.
Monument’s Digital Marketing Transformation
By Heaven Goodwin | Jan 06, 2021 | Featured Articles
“Make sure you never let anybody squash your initiative or your desire to have an opinion and articulate it to people – because that’s the most valuable component you bring to the business as an advisor.” – David B. Armstrong, CFA on advice he would give to his younger self
Co-founders of Beacon Partners and co-hosts of the new show Get Real! Genevieve Thayer and Meg Hanington welcomed David B. Armstrong, CFA on their program as a featured guest earlier this month to discuss the genesis and ongoing digital marketing transformation efforts of Monument Wealth Management.
On the Decision to Start a Firm
Rather than any one particular thing, Dave feels that his desire to start a company stems from a collection of experiences and observations throughout his lifetime. Always one to embrace his entrepreneurial spirit, he was the kid flagging down cars in his childhood neighborhood to sell bags of apples from his family’s apple trees; incidentally, this is also how Dave learned his first lesson on revenue versus profit. He always knew he wanted to be a business owner one day, so when starting in the financial services industry in 1999, Dave knew he needed the experience of working for a large firm so he could see what was working and what wasn’t. What he learned was that the financial services industry was drowning in a sea of sameness – but he knew it didn’t have to be.
On Finding Your Unique Voice
Dave knows that in order to truly differentiate yourself in this industry, you have to do things in a much different way than in the past. Advisors can no longer claim to differentiate themselves on basic things like client experience or asset management and financial planning execution because they are expected components of client relationships – so what does that leave you with? Dave says it’s the way firms communicate with prospective and existing clients and how they message themselves to the world – to have a unique voice and opinion, you have to be changing and updating your messaging all the time.
Finding Monument’s unique voice wasn’t simple, Dave notes. The process was painstaking and time consuming, but it’s critical for advisors to go through this exercise to establish their role in the shifting industry. And it’s totally worth it.
On Our Digital Marketing Agency Strategy
Dave believes an advisor’s digital presence is more important now than ever before. Monument’s experience of onboarding north of $15 million of new money over an 8-week period during the height of the COVID-19 pandemic illustrates this claim. Many individuals became either dissatisfied or unconvinced by the advice they were getting from current advisors and were forced to shop from home for an alternative; somehow over the digital medium, these individuals came across something Monument wrote or said that resonated with them and caused them to seek our advice. At this point, Dave knew that Monument needed to strategically pivot the way we find and resonate with potential new clients, which is now completely through the digital space.
It was a surprising move for many when Monument engaged a marketing agency with no prior financial services industry experience, but don’t be fooled – Dave reveals that this was actually by design. Monument’s search for a marketing agency began by looking at who the grassroots up-and-comers of the industry were. The goal was to find a level of passion and authenticity that is so often missing from the sea of sameness out there and appeal to those who may not be well-versed in industry jargon. From there, countless proposals were reviewed to find the right fit our voice and we also looked at the social media profiles of our final contenders to see how the firms were truly communicating and representing themselves in the online space. Monument partnered with a great agency based in Arizona called Axle Eight, which is filled with young, hip, and unafraid marketing experts that are helping to amplify our voice.
Our Team would like to extend a thank you to Get Real! co-hosts Genevieve Thayer and Meg Hanington for inviting Dave onto the show for an insightful conversation on the digital marketing transformation going on in our practice and industry!
Please remember that past performance may not be indicative of future results. Different types of investments involve varying degrees of risk, and there can be no assurance that the future performance of any specific investment, investment strategy, or product (including the investments and/or investment strategies recommended or undertaken by Monument Capital Management, LLC [“Monument”]), or any non-investment related content, made reference to directly or indirectly in this blog will be profitable, equal any corresponding indicated historical performance level(s), be suitable for your portfolio or individual situation, or prove successful. Due to various factors, including changing market conditions and/or applicable laws, the content may no longer be reflective of current opinions or positions. Moreover, you should not assume that any discussion or information contained in this blog serves as the receipt of, or as a substitute for, personalized investment advice from Monument.
Please remember that if you are a Monument client, it remains your responsibility to advise Monument, in writing, if there are any changes in your personal/financial situation or investment objectives for the purpose of reviewing/evaluating/revising our previous recommendations and/or services, or if you would like to impose, add, or to modify any reasonable restrictions to our investment advisory services. Unless, and until, you notify us, in writing, to the contrary, we shall continue to provide services as we do currently. To the extent that a reader has any questions regarding the applicability of any specific issue discussed above to his/her individual situation, he/she is encouraged to consult with the professional advisor of his/her choosing. Monument is neither a law firm nor a certified public accounting firm and no portion of the blog content should be construed as legal or accounting advice. A copy of Monument’s current written disclosure Brochure discussing our advisory services and fees is available for review upon request or at https://monumentwealthmanagement.com/disclosures/. Please Note: IF you are a Monument client, please advise us if you have not been receiving account statements (at least quarterly) from the account custodian.
Please Note: Monument does not make any representations or warranties as to the accuracy, timeliness, suitability, completeness, or relevance of any information prepared by any unaffiliated third party, whether linked to Monument’s web site or blog or incorporated herein, and takes no responsibility for any such content. All such information is provided solely for convenience purposes only and all users thereof should be guided accordingly.
Heaven L. Goodwin
Heaven hails from the great state of Nevada. She grew up in a Las Vegas suburb then moved to Massachusetts for her high school years. With a fascination of epidemiology, Heaven began studying Public Health at Tulane, where in her spare time she tutored underprivileged kids. This experience in New Orleans, post-hurricane Katrina, hit her hard—and inspired her interest in economics and more specifically, becoming a financial planner. This is when Heaven’s career ....
Stay up to date!
Subscribe to our “Off the Wall” Blog for articles and videos on all things wealth management, by all members of our Team. Unlike Facebook, we will never share your data with anyone.