Finding Your Niche: Leveraging Thought Leadership and Niche Marketing for Professional Success

“When I would meet with my clients, I would go to their office. And in one department, I had so many of those professionals as clients, somebody nicknamed me the money lady.”

Welcome to WomenShare: a marketing guide for women in financial services. On today’s episode, Joanna Ehresman and Leah Alter are joined by Lisa Brown, CFP®, CIMA®, MBA, an author, speaker, advisor, and strategic leader within the financial space.

Lisa built a successful practice by focusing on a unique niche—executives within a Fortune 100 company—and is here to share her journey and the strategies that helped her along the way. In our conversation, we discuss how she leveraged thought leadership, authored books, and positioned herself as an industry expert to grow her career.

Lisa also shares her perspective on helping women clients and peers in the financial services industry. Throughout the episode, Lisa provides actionable advice and insights that will resonate with women striving for success in the financial services world.

Key takeaways:

1. Building a Niche: Lisa shared her experiences working with corporate executives and emphasized the value of understanding her clients' needs and personalities. She also discussed how she grew her practice within a large corporation and the pivotal moments that contributed to her success.

2. Thought Leadership Strategy: As an author, speaker, and spokesperson, Lisa shares how she started putting her work out there in various mediums, the impact it had on her business and personal brand, and the lessons she learned from these experiences.

3. Support and Insights for Women in Finance: Lisa reflected on the shortage of women in the finance industry and shared her wisdom on navigating the field as a woman. She also discussed the inspiration behind her books aimed at providing financial advice to women at different stages of life and her upcoming book project focused on mentoring young to mid-career women.