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Sheri Fitts


Sheri is the Portal Conductor of the Social Media Strategies station.

Sheri is a speaker, consultant, strategic thinker and participant advocate who works with advisors, TPAs and organizations to help them leverage marketing, social media and personal connections to compete for and win business. Her retirement plan "chops" have been earned through a nearly 20-year career in the financial services marketplace — beginning as an award-winning graphic designer, moving into participant curriculum design, and then on to sales and marketing.

As the president and marketing expert at ShoeFitts Marketing, she leads the planning, development and execution of business development, marketing communications and brand engagement programs for organizations and individuals who focus on the retirement plan marketplace.

By Sheri Fitts10/11/2014 • 0 Comments

Recruiting and retaining more female advisors can pay off in many ways — all of which are good for the future of your business. (Fall 2014)

By Sheri Fitts4/10/2014 • 1 Comments

Investment advisors can finally join the world of restaurants, hotels and other business entities by sharing endorsements from sites like Yelp and Angie’s List, per a recent guideline update from the SEC’s Division of Investment Management.

By Sheri Fitts2/10/2014 • 0 Comments

The 2014 Super Bowl may not have played out as expected, but the much-hyped commercial onslaught was true to form this year as viewers were blitzed with cute kids and dogs, celebrity appearances, patriotism, rock stars and explosive promos for upcoming action flicks and TV shows.

By Sheri Fitts11/18/2013 • 0 Comments

How does your GPS work? Before offering any direction, it requires you do one simple thing: indicate your desired location. Effective social media participation and outreach, much like any sales or marketing effort, requires a similar approach: You must take time to create a clearly defined end point prior to hitting the road.

By Sheri Fitts10/29/2013 • 0 Comments

No matter how sound your social media strategy is, things can potentially veer off into a ditch. It’s important to have a predetermined plan in place for unexpected social media mayhem, even if you never need it.

By Sheri Fitts7/19/2013 • 1 Comments

Have you given your website a checkup lately? Once your website is up and running, the work isn’t finished.

By Sheri Fitts6/6/2013 • 2 Comments

As recently as just a few years ago, advisors were able to get by with a very minimalist website with a logo, a bio, a photo and perhaps a map to your office. But times have changed.

By Sheri Fitts5/30/2013 • 0 Comments

Paying attention to the two-way communication in the social media space provides valuable information and feedback; it’s worth dedicating time to this effort. You should be spending twice as much time listening as you do broadcasting.

By Sheri Fitts4/18/2013 • 0 Comments

I remember the first days of Twitter. In fact, I recall speaking about Twitter at an ASPPA 401(k) Summit in 2006. People laughed and said there was no way any sensible person would ever tweet.

By Sheri Fitts2/6/2013 • 1 Comments

In the retirement plan community we all have the opportunity to make an impact in someone’s life — on a daily basis. But rarely do we have the chance to do something side by side with our colleagues and broader community. This year NAPA has codified last year’s volunteer effort at the 401(k) Summit into an annual event, where we can work side by side to create an impact for a community, family or child.

By Sheri Fitts2/4/2013 • 3 Comments

We’ve all been to one — a presentation where the speaker has a great set of slides and is leading a highly effective and educational presentation. Unfortunately, he or she isn't engaging the audience in any meaningful way. They know they should be listening; they just don’t know why.

By Sheri Fitts1/15/2013 • 0 Comments

In case you hadn't noticed, the holiday season is over. Thankfully, you won’t be subjected to the continual playing of “The Santa Clause” on cable, Starbucks baristas wearing Santa hats or blow-up snowmen in your neighbors’ yards — at least for another 345 days or so. Don’t get me wrong. I love the holidays. They're a wonderful time to get together with family and friends to celebrate the season. These festive holiday parties also serve as a great reminder of how social media should work.

By Sheri Fitts12/28/2012 • 2 Comments

It’s evident that social media is altering the communication landscape. And while Lady Gaga, Justin Bieber and Katy Perry are busy building their Twitter empires (with more followers than the entire populations of Germany, Turkey, South Africa, Canada, Argentina, United Kingdom and Egypt!), they don’t have FINRA, the SEC or other regulatory entities outlining a series of rules regarding what they can and cannot say — and watching to make sure they follow the rules.

By Sheri Fitts11/19/2012 • 0 Comments

Getting started in the social media space is not especially difficult, but it does require time and a clearly outlined strategy. If you just build it, they won’t come. If you want to create positive buzz about your firm, drive search engine optimization and makes sales happen, you must participate. Much like marketing, social media is a practice of small, meaningful connections over time. Redzone Marketing outlines some key considerations and tactical steps you can take to get involved in a meaningful and manageable way.

By Sheri Fitts11/12/2012 • 0 Comments

To some advisors, I imagine, social media seems complicated and overwhelming. So they opt to simply stand on the sidelines and let others go first. Sadly, these advisors miss out on important conversations, critical connections and an inexpensive way to build their market. No more excuses! Set an intention to get involved and dedicate time each day to integrate social media into your face-to-face networking and sales efforts.

By Sheri Fitts11/5/2012 • 0 Comments

My Nana was a stickler for doing things right. And with Nana there was always a right way and a wrong way. (Nana = right, everyone else = wrong.) To Nana, spelling, punctuation and grammar mattered. Saying ‘thank you’ was an important part of any relationship. Here are five tips for channeling your inner Nana (or mine) in your social media communications.

By Sheri Fitts10/26/2012 • 0 Comments

It’s evident that financial and retirement plan advisors are wary of the social media platform. Some of the leading reasons include the compliance issues involved, the time it takes to manage social media, and simply getting started. However, research by LinkedIn and Cogent Research points to some compelling reasons for participating in this fast-moving communication channel.

By Sheri Fitts10/12/2012 • 1 Comments

Measuring social media results can be an art. But many smart business people know that measuring is what matters. Like marketing, it can be difficult to pinpoint the exact moment a prospect decided to become a client, and ensure that you’re able to recreate that moment again and again.

By Sheri Fitts10/4/2012 • 0 Comments

Social media maven (and NAPA Net Conductor) Sheri Fitts explains how advisors can use Google Alerts to proactively keep them informed on relevant topics or news about clients and prospects. Google Alerts are easy to use and set up, but the really good news is that there are no compliance issues. Look for more helpful posts from Sheri and visit her NAPA Net forum, Social Media Strategies – she’s a fount of helpful, insightful information.