So what is audience drift? It is when the group of followers, prospects and investigators you have worked so hard to attract begin to lose interest. Audience drift can destroy your marketing efforts. So it is important to learn how to fight it.

Financial service professionals are facing a shifting paradigm in the way they communicate with clients. At the same time, establishing clear lines of communication has never been more important than it is today.

Because of the unique challenges to financial marketing such as verifying content with compliance, Financial Professionals have not fully embraced digital and social marketing.

These same principles also apply to anyone who is looking to turn their professional service skills into marketing content.

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Craig Faulkner

Craig J. Faulkner enjoyed a successful career as a Certified Financial Planner and a Registered Investment Advisor before he founded Emerald, a large financial services marketing company he ran for twenty years. He pioneered new marketing approaches for the financial services industry, including a line of seminars that is still used by thousands of financial professionals. In 2011, Craig formed FMG Suite to explore digital marketing technologies for financial advisors.

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