What Will Hightower 3.0 Look Like?
Leah Jones, a Hightower advisor based in Bethesda, Md., wanted to boost her profile as a divorce expert. She tapped the expertise of Meghan McCartan, Hightower’s head of marketing, who began working with Jones and her team in summer 2019 to develop a strategy. The resulting marketing plan included blog posts, social advertising, a newsletter, and the development and promotion of a podcast, and quickly led to a spike in traffic based on search terms like “Leah Bethesda divorce.” Best...