In The News
Impact Communications is frequently in the news. In addition, our chief executive, Marie Swift is a contributor to or guest columnist for a number of industry publications. She is currently writing for GuideVine.com, MarketWatch.com and NAPFA Advisor magazine.
Summarized below you will find her bylined articles and other mentions in industry publications. If you are looking for a particular topic, person or publication, use the search bar above (in the banner area) to narrow your search.
>> Read cover story on marketing in the digital world – click here now
NAPFA Advisor magazine - October 2017
In this cover story for NAPFA Advisor magazine, Marie Swift makes a compelling case for why fiduciary advisors should embrace video and television appearances. She provides a series of tips for speaking and looking your best and holds up NAPFA member Gordon Bernhardt of Bernhardt Wealth as a good example of a “passion video” done right. Andy Millard’s website, www.AndyCanHelp.com, is offered as another helpful resource. Read “How to be ON when the Camera is On” now.
Financial-Planning.com – October 3, 2017
Industry veteran Marie Swift, president and chief executive of Impact Communications of Leawood, Kansas, says that marketing automation software can help advisors not only reach more potential clients but stimulate more referrals. Visual communications are also important, as they generate more social-media activity than just text and links alone. She calls Snappy Kraken’s new automated marketing communications “visually stunning.” Read Advisors Don’t Need to Ask for Referrals Anymore.
Forbes.com - August 1, 2017
PR is all about perception and reputation – those are the hallmarks of credibility. While these intangibles may be hard to measure directly, successful business people will tell you (and so will Impact's very own Marie Swift in this Forbes.com piece) that being seen as an expert in print, online and via the airwaves can pay big dividends over time. Read Use Third-Party Validation To Build Credibility now.
Investment Advisor magazine - August 2017
Impact’s founder and fearless leader is quoted several times in this interesting article written by veteran writer Jane Wollman Rusoff. The topic? How to use technology to improve client relationships and more powerfully market your firm. Read High-Tech, High-Touch Marketing on ThinkAdvisor.com.
Financial Planning magazine - August 2017
Given how new RIAs have mushroomed in recent years, picking a name is kind of like asking someone to go with you to a high school dance: All the best dates are quickly spoken for. Some newly-minted advisors liken the process to naming their first-born child: painful. But Leslie Swid and Marie Swift, part of Impact’s executive leadership team, offer some good advice — advice that can make it easier to avoid a dud. Read Hardest thing RIA founders do? Name their practice.
MarketWatch - July 24, 2017
Bob Veres, publisher of Inside Information (and producer of Bob Veres' Insider's Forum), and fiduciary advisor Tony D'Amico, CEO and Senior Advisor at Fidato Wealth, provide tips on marketing and building trust through honest, authentic education. Read Marie Swift’s piece Teaching People How to Invest is One of the Best Marketing Moves and Advisor Can Make.
TwentyOverTen blog - July 10, 2017
There’s an old Bonnie Raitt song that says, “let’s give them something to talk about” – and in today’s transparent, digital world giving people something positive to talk about could be essential to a financial firm’s long-term business health. Impact's founder and chief executive Marie Swift provides tips and advice on working with reporters in this special guest post for website platform TwentyOverTen.com. Read Public Relations 101: Working with Reporters.
Forbes.com - June 26, 2017
When your company has significant news to share, finding the right channel will mean the difference between the right audience seeing the information and the message getting lost in the noise of day-to-day business. Here, twelve marketing experts – including Impact’s CEO and founder Marie Swift — share how they determine which channel is best. Click to read: Cutting through the Noise: 12 Tips for Determining the Best Channel to Share Your News.
Forbes.com - June 23, 2017
Social media and online communications / presence can help or hurt your company. In this article, Forbes Agency Council members — including Impact’s CEO and founder Marie Swift — provide advice on keeping a balance when it comes to weighing in on political or current events. Click to read the article: Use Wisdom and Caution When Deciding Whether to Address Social Issues.
Forbes.com - June 22, 2017
Entrepreneurial financial advisors have a lot on their plates. In this article, twelve Forbes Agency Council members — including Impact’s CEO and founder Marie Swift — provide their advice for building a brand and gaining better name recognition when you're starting from the ground up. Read 12 Tips for Brand-Building now.
Morningstar Conference - April 27, 2017
On day two of the Morningstar Investment Conference in Chicago, Marie Swift’s conversation with Michael Kitces, director of research for Pinnacle Advisory as well as co-founder of the XY Planning Network, was broadcast via Facebook Live. Watch this video to hear them discuss social media solutions for financial advisors.
Barron’s - April 26, 2017
Being gregarious can go a long way in growing your business, as MarketWatch columnist Marie Swifts explains. She cites the example of David Edwards, president and founder of Heron Wealth, in New York. The $285-million firm has grown assets 30% to 40% annually since 2013, largely because Edwards goes to prospects rather than waiting for them to come to him. Read To Build Assets Fast, Don’t be Timid.
MarketWatch - April 25, 2017
Do you know the “three-foot rule”? Wealth advisor David Edwards, president and founder of Heron Wealth, which provides financial planning, investment advice and estate planning to individuals and families across the U.S. and in Europe, cites it as one key element of his success. Read Marie Swift’s piece How One Financial Adviser Lands Seven-Figure Accounts to learn how Edwards does it.
GuideVine - April 15, 2017
Learn how to use the “S” in the PESO Model (paid, earned, shared and owned) to connect and build brand awareness, sharing online. Social media is the perfect way to amplify your mission and impress people who will share your messages with their friends and family. Read “Embracing The PESO Model for Marketing Success (Part 4)” on GuideVine’s Advisor Insights blog.
MarketWatch - April 13, 2017
Marie Swift of Impact Communications provides advice in this well-written Robert Powell piece on whether or not financial advisors should use social media to voice political views. Read the section "Opine, but do so with purpose" for Marie's comments in the larger piece entitled Why Many Financial Advisors Aren't Worried About Posting Anti-Trump Opinions.
RIABiz - April 5, 2017
Reporter Janice Kiekel shares her experience camping out in the lobby of the Ritz Carlton in downtown NYC hoping to connect with VIPs in the financial services industry who were attending the Tiburon CEO Summit, a “by invitation only” event. Janice explains how Impact’s CEO, Marie Swift, helped her connect with a few important people and likens Marie to Sister Mary Ignatius. Read the Tiburon CEO Summit recap, according to one tenacious reporter.
AskTRAK Blog - April 2017
Advisors can use their expertise as an effective marketing tool for further engaging with clients and generating leads for new business. This article talks about content marketing strategies and how they can be an effective way to grow your business through education. The author lists Impact Communications as a resource and gives this shout out: "We are a client of Impact Communications and highly recommend the firm." Read Using Content Marketing as a Financial Advisor now.
3rd Wave Collaborative - March 2017
Marie Swift of Impact Communications, Brian Stimpfl of Scottrade Advisor Services, and Dave Barton of Mercer Advisors talk about business strategy for RIAs. Watch the 12 minute video clip now.
GuideVine - March 15, 2017
The PESO Model (paid, earned, shared and owned) is a great way to “bucket” out any marketing plan. Financial advisors and supporting business entities should add a healthy dose of “earned media” to their marketing plan in order to impress the right people and earn share of mind. Read “Embracing The PESO Model for Marketing Success (Part 3)” on GuideVine’s Advisor Insights blog.
NAPFA Advisor magazine - February 2017
The “O” in PESO stands for “owned” -- but in today's digital world, it might as well stand for "online." In this installment of “Marketing Playbook” Marie Swift profiles top advisors and NAPFA members who are using digital and tangible assets that educate, enlighten and entertain as part of their overall marketing plan. Read “Own Your Space” now.
Becoming Referable - January 8, 2017
Marie Swift of Impact Communications and Julie Littlechild and Stephen Wershing of Becoming Referable talk about creating/enhancing online presence and using PR to build credibility in this podcast. Listen to the audio interview now.
3rd Wave Collaborative - January 2017
Marie Swift of Impact Communications and Bob Veres of Inside Information / Insiders’ Forum talk about Bob’s new book, The New Profession, in this video interview. Watch this interesting dialog now.
GuideVine - December 1, 2016
The PESO Model (paid, earned, shared and owned) is a great way to “bucket” out any marketing plan. Firms that pay for a little visibility as part of a four-bucket strategy will see traction over time. Read “Embracing The PESO Model for Marketing Success (Part 2)” on GuideVine’s Advisor Insights blog.
NAPFA Advisor magazine - October 2016
The “S” in PESO stands for “shared.” In this installment of “Marketing Playbook” Marie Swift profiles top advisors and NAPFA members who are using social media strategies as part of their overall marketing plan. Read “Sharing is Caring” now.
GuideVine - September 8, 2016
Financial advisors can easily create attractive blog content to reach prospects and stay on message using three buckets. View infographic derived from Marie Swift’s corresponding article, “Attract Prospects Using These 3 Buckets of Financial Blog Content” and get working on your content marketing strategy now.
GuideVine - August 8, 2016
Managing existing clients, pitching new prospects, and operating your business at the same time can be very challenging. It is not uncommon for a financial advisor to feel overwhelmed when wearing multiple hats. View infographic derived from Marie Swift’s corresponding article, 3 Essential Productivity Tips for Financial Advisors: Don't have enough time? Here are some tips to become more productive.
NAPFA Advisor magazine - July 2016
The “E” in PESO stands for “earned.” In this installment of “Marketing Playbook” Marie Swift profiles top advisors and NAPFA members who are using PR as part of their overall marketing plan. Read “Oozing Credibility” now.
GuideVine - June 29, 2016
When it comes to your digital footprint, two things are very important - widening your reach and deepening your appeal. See how Marie Swift explains Marketing Financial Advisory Services In A Noisy Digital World.
Technology Tools for Today - June 29, 2016
Listen to Bob Veres of Inside Information/Insider’s Forum talk with Marie Swift of Impact Communications at the T3 Advisor conference about technology for financial advisors. Watch Marie in this video and how she explains “the pre-engagement engagement”.
IPG Video Channel - June 14, 2016
Marie Swift, President & CEO of Impact Communications, spoke at the 2016 Morningstar Investment Conference in Chicago. The Social/Digital Hub was hosted by Impact Communications and QuonWarrene. Marie discussed digital marketing strategy and shared tips for looking and sounding your best on video, television and the stage. Watch this short video clip on Digital Marketing Strategies.
Financial-Planning.com - June 6, 2016
It’s not easy to quantify the results from hiring a PR firm,” says Joe Belfatto, managing partner at Massey Quick, a large top-ranked wealth management firm in Morristown, N.J. Nevertheless, Impact retainer clients Joe Belfatto and Christina Lindsey Orta of independent financial advisory firm Lindsey and Lindsey in California say that hiring Impact Communications has helped them generate referrals from existing clients, build share of mind with Centers of Influence, recruit staff and new advisors, and impress prospects. Read full article: Paying for Publicity: Is it Worth the Cost?
NAPFA Advisor magazine - May 2016
The “P” in PESO stands for “paid.” In this installment of “Marketing Playbook” Marie Swift profiles top advisors and NAPFA members who are testing advertising strategies as part of their overall marketing plan. Read “Advertising Rules” now.
IPG Video Channel - May 13, 2016
Bill Meyer, creator or Income Solver for financial professional use, talks with Marie Swift about ways financial advisors can find more money for their clients while demonstrating their fiduciary status and creating a stronger value proposition for themselves. The key is combining the best Social Security claiming strategy with optimal sequencing and tax aware withdrawals during the draw down period. Watch: Income Solver could be a "game changer" for many middle class clients.
Guidevine - May 12, 2016
Today’s most progressive financial advisors and advisory firms are embracing the PESO Model as a way to bridge traditional marketing methods and digital / mobile realities. Using the PESO Model can help helping you enhance your brand, build share-of-mind, and derive new business. This article by Marie Swift will give you the information you need to translate your traditional marketing strategies into the digital world. Read: The Digital Reality for Financial Advisors.
PR Newswire - May 05, 2016
“The SSAnalyzer software from Social Security Solutions, Inc. makes it easy for financial professionals to provide quality advice to their clients. Not only is the platform up to date with all of the new Social Security rules, it includes tools that allow advisors to compare claiming strategies, analyze tax implications and more," says industry consultant Marie Swift of Impact Communications. Learn more: Industry expert Bill Meyer warns financial advisors and their clients: Don't be fooled.
IPG Video Channel - May 02, 2016
Financial Advisors—don’t be fooled! Figuring out how to help your clients optimally claim Social Security is still hard. Even with the sunsetting of 2 of the more popular claiming strategies on April 29, 2016, there are still over 10,000 possible scenarios; some are better than others. Marie Swift interviews Bill Meyer, creator of SSAnalyzer.com and IncomeSolver.com for professional use. In this short video you will learn about claiming strategies and how financial professionals can enhance their client relationships. Watch: Social Security is Still Hard.
RIABiz - April 4, 2016
“The icing on the cake is that [the book] features fresh insights from Mallouk,” says Marie Swift, principal of Impact Communications and a client of Creative Planning. “I doubt that it’s a coincidence that the paperback was timed to come out in tandem with the Creative Planning announcement.” Find out What to make of Peter Mallouk's sweeping deal with Tony Robbins -- and where the unlikely pairing goes from here.
Nasdaq - March 14, 2016
"Advisors are clamoring to be more discoverable online," says Marie Swift, CEO of Impact Communications, a marketing consulting firm for advisors. But to get the most out of a platform like this, advisors need to be aware of certain issues, Swift says. Advisors should be sure to loop in their compliance department from the get-go. They should also work to make the most of their experience and see this as part of a multi-prong effort to make themselves more visible to clients; cross-linking to your website and with any social media efforts is a good idea, Swift says. See how Investopedia wants to connect advisors with clients.
Nasdaq - March 03, 2016
"Whenever there's something new that threatens the well-being of a business, there's obviously some posturing," says Marie Swift, president and CEO of Impact Communications. "Now that advisors understand they can use the same technology to enhance their client experiences, there's been a softening of positions." Find out if Robo Advertising Lost Its Snark.
Wealth Management Today - February 07, 2016
Marie Swift and a number of Impact clients are cited as being the “top tweeters” during the TD Ameritrade National Conference held in February 2016. Industry tech consultant Craig Iskowitz compiled their comments and added his own in this conference write-up on Wealth Management Today. Read Innovative ideas Are Already Changing Wealth Management.
NAPFA Advisor magazine – February, 2016
This foundational piece kicks off Marie Swift’s “Marketing Playbook” column for NAPFA, the National Association of Personal Financial Planners. In “Sweet Success: Fuel Your Business Success with a Robust Marketing Plan” Swift lays out a formula that uses The 3-M’s and the PESO Model. Read cover story on Marketing in the Digital World.
Life Health Pro - January 29, 2016
The importance of brand names for products that are competing regionally, nationally or globally is easy to understand. Marie Swift, president and CEO of marketing communications firm Impact Communications, Inc. in Kansas City, Kansas, defines a brand as “how the world experiences, understands and describes who you are.” Every business has a brand, she says, whether the owners recognize it or not. And despite the annoying buzz over branding, the marketing principles behind the idea make sense because, as Swift points out, in the age of robo-advisors and increased competition, advisors face a “crisis of differentiation.” Read Why Branding is Too Important for Advisors to Ignore.
GuideVine - January 28, 2016
Are you using the 4Cs of content creation to build a compelling digital presence? Using a content pyramid can help financial advisors build and maintain a compelling online presence; however, creating new content can take time. By using the 4Cs of content creation you will be able to effectively leverage your time and still be able to build a compelling digital presence. In this article, Marie Swift will show you how to use the 4C’s to structure your digital content strategy.
Digital Agent - January 18, 2016
As financial advisors, we start another New Year full of possibility and hope. Most of us have probably already hit the ground running, focusing on accomplishing great things. We can increase our chances of success and growth, by setting our objectives and creating measurable goals to develop a robust. Read 2016 Business Growth for Financial Advisors.
GuideVine - January 14, 2016
As financial advisors, we start another New Year full of possibility and hope. Most of us have probably already hit the ground running, focusing on accomplishing great things. We can increase our chances of success and growth, by setting our objectives and creating measurable goals to develop a robust plan that attracts the right clients and brings in new business. Click here to Peg your success in 2016 to the 3M's and a robust marketing plan.
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