How Firms Can Maximize Organic Growth: Insights from Mission Wealth’s CMO, Michelle Winkles

Navigating the world of digital strategy can feel overwhelming, but Mission Wealth’s Chief Marketing Officer, Michelle Winkles, makes it approachable. On Catchlight’s Grow Organically podcast with host Dan Gilmartin, Michelle shared strategies and tools to drive organic growth for one of the nation’s top wealth management firms.

🎧 Catch the full episode and hear more from Michelle here: 

Here’s a recap of her key takeaways:

Integration Over Acquisition in M&A

At Mission Wealth, the focus isn’t just on mergers—it’s about integrating teams and building a cohesive culture. Michelle highlighted the importance of aligning values and fostering a supportive environment for new advisors and teams joining the firm.

A Strong Digital Foundation

Before launching any lead-generation program, Michelle emphasized the need for a well-optimized website. Your site should clearly communicate the following:

• Who you are
• What you do
• How prospects can engage with you

Additionally, ensuring your marketing tech stack is seamless and automated is essential for managing leads efficiently.

Niche Specialization for Differentiation

In a crowded market, standing out is key. Michelle recommends leveraging data to identify patterns within your existing client base. These patterns can help define micro-niches, enabling your firm to attract clients with specific needs or interests while fostering more profound and relatable conversations.

SEO as a Growth Driver

Michelle identified organic search as Mission Wealth’s most effective top-of-funnel growth tool. She shared how optimizing SEO, creating verified business profiles for all locations, and maintaining an active online presence have led to a significant uptick in qualified leads.

Personalized Follow-Ups

One of Michelle’s most actionable tips is prioritizing thoughtful, personalized outreach over generic, fast follow-ups. Understanding a lead’s preferences and aligning your communication to their needs can make all the difference.

Key Performance Metrics

Michelle emphasized the importance of focusing on metrics that truly matter, such as conversion rates and lead quality, rather than just the volume of meetings booked. By prioritizing campaign effectiveness over sheer numbers, her team ensures that their efforts foster meaningful client relationships and long-term growth.

Next Steps

If you’re considering merging, selling, or transitioning your financial advisory practice, we would love to hear from you. Let’s explore our combined capabilities and discuss the opportunities to leverage new strengths. Contact us to learn more about how we can guide your journey.