As a financial advisor, you are likely well aware of the fact that your industry is highly regulated with numerous federal rules that dictate what you can and cannot say or do.
However, this does not mean it is completely impossible to market yourself online and gain those leads that you desire.
Due to the fact that many financial-related businesses will not give digital marketing much of a thought, you are presented with the unique opportunity to get a leg up on your competition.
So, what financial advisor marketing strategies tend to work best?
Why is Marketing Essential for a Financial Advisor?
Marketing is important for financial advisors because of the simple fact that it will help grow your business.
A solid marketing plan is needed if you want to expand your business. When you don’t have a clear strategy in mind, you may find yourself treading water rather than reaching your growth goals.
From building a strong brand to getting active on social media, marketing helps put you in front of your target audience.
While you still need to rely on references and face-to-face communications, focusing on marketing will allow you to be able to better identify your ideal audience, clarify your brand messages, outline your goals, enhance your ROI potential, attract and convert prospects, and much more.
Think about it: more business will equate to more revenue. Therefore, the more you can put yourself out there in front of the right people, the better the chances are of growing your client base and bottom line.
Thankfully, the internet has made things more accessible and possible for us to do just that.
5 Financial Advisor Marketing Strategies You Need to Know
Now that you know what the right marketing plan can do for you, it’s time to take a look at a few specific marketing strategies that you should implement.
#1: Get Your Brand Together
In order for you to create the ideal marketing strategy, you first need to ensure that your brand is on point.
This includes everything from your name and logo to the message that you want to convey to your audience.
Your brand needs to ultimately be professional, show your personality, and identify with your business culture.
However, it must also be clear in its meaning and why your client should choose you over one of your competitors.
#2: Identify Your Niche and Market
In order to rise above the competition, you must know where you stand in the market. This will allow you to differentiate yourself as a brand and more specifically tailor all of your digital marketing efforts.
Once your niche/market has been identified, you will be able to create communications on particular issues that will directly or indirectly after your clients.
For example, a person looking for tips on how to better manage their money is going to be a completely different demographic (age range and everything) than a person who is looking for information about retirement planning and long-term care.
The last thing you want to do is try to cater to literally everyone. If you go this route, it is going to be increasingly difficult to grow your business.
Prospects will come to your website and feel uncertain as to whether you can help them with their problem. This is due to the fact of the high volume of offerings from your brand.
In the end, you will wind up reaching virtually no one.
The more focused your message is and the more targeted of a niche/audience you identify, the more it will successfully resonate with prospects and get them to reach out.
So, take the time to create a picture of who your buyer persona is.
Once you do this, customize your marketing materials to tailor to that ideal client, and make sure that the communications are in a language they can understand. Otherwise, they may become frustrated and move on to another brand.
As far as digital marketing goes, specificity is essential. By being specific, you will have a higher ROI on your overall marketing efforts.
#3: Get Social
One benefit (and drawback sometimes) of social media is that it allows you to reach a vast audience.
Before social media, you had to rely on cold calls, referrals, and the like to reach out to potential prospects. Today, though, the power of making connections and increasing your brand awareness is in social media.
It serves as an efficient and effective way to share information about your brand, gather leads, and communicate with clients.
When utilizing social media to your advantage, it is imperative that you ensure your brand message is consistent across all of the social media platforms. This will increase your appeal to prospects.
Now, as a financial advisor, you may need to utilize some tricks to get your content out there and in front of your audience, as there are very strict compliance rules that have been set forth by the SEC and FINRA.
Therefore, you want to take caution in what you post and try to be as generic as possible. The wrong thing can easily be misconstrued as financial advice. This includes likes, comments, shares, etc.
Here are a few ways to get out from behind all of this:
- Make use of hashtags that specifically match your content. This can be anything from #financialadvisor or #financialwelness to #retirement and #wealthmanagement.
- Share direct information about events, webcasts, and blog articles.
- Share third-party information, such as content from other reputable financial blogs.
- Social selling, which is simply developing relationships with clients as part of the overall sales process.
One final note about using social media: go for quality over quantity, even though you do want to post consistently and regularly for your clients.
Ideally, you want to make yourself visible while also ensuring you are sharing information that can prove to be helpful in one way or another.
#4: Craft and Send Regular Newsletters
Financial advice is something that people look for on a regular basis, so if you aren’t currently sending out a regular newsletter to both clients and potential clients, you are missing out on a huge opportunity.
For one, it is almost guaranteed that your competition is. This means that they are keeping their brand at the forefront of the client’s mind.
The more a client becomes aware of you, your brand, and your offerings, the more likely they are to come to you when they have a financial-related question or are ready to take charge of their financial future.
Within the content of the newsletter, you may want to consider featuring a generic piece of financial advice or two, new services/products you are offering, as well as personal team updates (births, marriages, milestones, etc.).
You always want to provide that human and personal touch, as it makes it easier to connect in this digital world.
Don’t forget to send a special newsletter to your clients when it is their birthday or a holiday. This builds much-needed loyalty and lets your clients know you are thinking about them and appreciate them.
And, don’t worry, this process can be automated to make life easier for you.
(Speaking of newsletters, are you subscribed to ours?)
#5: Take Advantage of What Video Testimonials Can Offer
Financial advisors don’t often rely on testimonials to improve their business and instead focus on relationships with other businesses.
However, video testimonials from satisfied customers can go a long way in promoting yourself and attracting new leads.
Why do this? Because video testimonials can immediately legitimize your business, which is an important step in moving forward toward success.
If you have happy clients, you will have no trouble finding someone to produce a short, 30-second video testimonial about their experience with your brand.
Make sure to go through them when you receive them before posting them to your website, social media, etc.
If you prefer the video testimonial to be incredibly professional, hire a professional videographer to shoot these videos and then edit them.
Wrap Up: Ready to Start your Financial Advisor Marketing Strategy?
Now that you know the importance of financial advisor marketing for your business as well as some strategies you can implement to realize success, what do you do?
Ultimately, you want to take a look at industry professionals and see what steps they are taking to grow their business.
Does it appear that they’re taking the strategies outlined above? Maybe they’re doing something else that seems to be working, as the above is not an all-inclusive list.
Whatever the case may be, if you can incorporate the aforementioned strategies and do things better than your competitors, you will be well on your way to increased brand awareness and more qualified leads.
So, are you ready to take charge of your marketing plan? Learn how inbound marketing can garner loyal clients.