Building Trust and Brand in Wealth Management: Insights with Erin Moyer

The Paid Media Playbook

Join Laura and Lisa as they sit down with Erin Moyer, Marketing Director at Laird Norton Wetherby, to explore the intricacies of marketing in the financial sector. In this 10-minute episode, Erin shares her journey from communications to marketing leadership, the strategies behind her firm’s recent rebranding, and the challenges of reaching ultra-high-net-worth clients. Discover valuable insights on content marketing, lead generation, and the importance of trusting your instincts in the ever-evolving marketing landscape. Perfect for marketers looking to gain a deeper understanding of wealth management marketing.

Chapters:

• Chapter 1: Erin's Journey into Marketing (0:00 - 2:30) Erin Moyer, Marketing Director at Laird Norton Wealth Management, shares her career path from internal communications at Washington Mutual to leading financial communications and marketing.
• Chapter 2: Ideal Clients & Strategy (2:30 - 5:00) Erin discusses targeting multi-generational wealthy families and balancing brand recognition with skepticism of paid media, highlighting content marketing as key to building trust.
• Chapter 3: Rebranding & Content Marketing (5:00 - 7:30) Erin covers the firm’s recent rebrand, emphasizing earned media, paid search, and content marketing, along with plans for a speaker's roadshow to engage the right audience.
• Chapter 4: Marketing Reflections & Career Advice (7:30 - 10:00) Erin reflects on the importance of client referrals, the challenges of measuring ROI, and offers advice to her younger self on trusting instincts and embracing experimentation.

Links and Resources:

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• Double Z Media Website
• Double Z Media on LinkedIn

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