Financial Advisor Marketing

Financial Advisor Marketing – 15 Ways to Boost your Brand

By: Frank DePino | August 9, 2022

Financial Advisor marketing is an important piece of any financial advisor’s business. Financial Advisors are seen as trusted experts when it comes to money management. Individuals and businesses can benefit from consulting with Financial Advisors to make better financial decisions to build, generate and maintain their wealth. 

With only 23% of Financial Advisors adopting a defined marketing strategy, there is so much more untapped potential that you can unleash if you have a specific marketing strategy to help boost your brand.

Financial Advisors are also business owners, they take ownership of their book of business and build relationships with new and existing clients. Online marketing has changed the way Financial Advisors market to their target niche. 

Why do Financial Advisors need a Marketing Plan?

A Financial Advisor marketing plan is an important part of the business plan that highlights how the business will be able to reach its target audience, increase sales opportunities and positively affect its bottom line.

Read along as we discuss the ultimate guide of the top 15 marketing tools for online Financial advisors that you can use.

Financial Advisor Marketing

1. Market research and brand positioning

Building your brand should be the number one goal especially if you are starting as a Financial Advisor. How people perceive your brand is an important aspect of your brand management technique. With an efficient branding technique, you are educating your clients and prospects on what to expect from your practice.

Keep in mind that there are thousands of Financial Advisors around and for your business to stand out, you should make it clear why people should choose you over the others. By presenting your brand consistently across all platforms, you can increase revenue by up to 23%

2. Target audience and niche

It is safe to say that Financial Advisors also have their target audience and niche that they focus on. At the beginning of your marketing plan, you should be able to pinpoint the target audience that you want to market to instead of casting a wide net. By identifying your niche, you can specifically develop a financial advisor marketing plan to reach these audiences. 

You will be better equipped with targeting specific industries or prospects with common interests. You can create different profiles for your target market and develop marketing plans within each profile.

3. Competitive analysis

By looking at what your competition is doing with Financial Advisor marketing, you will be able to see what the existing trends are and what you are up against. Make sure that you are not left behind by your competitors because you will lose out on prospective clients. 

In doing a competitive analysis, you can determine what draws clients to other Financial Advisors and try adopting this marketing strategy. Make sure that you are making it your own and not just copying what other Financial Advisors are doing.

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4. Website creation

The number one thing that business owners, most especially Financial Advisors should work on is creating their website. Your website is a reflection of your business and brand. It should be the best representation of what you are building and selling. 

You should know that only 20% of visitors read your webpage. So you have to make sure that the content on your website is engaging and eye-catching.

By making your website very easy to use and navigate, prospective clients will have a seamless experience while browsing and getting to know what you have to offer. Important parts of your website should include your services, experience, and contact information. You can also include client testimonials to further cement your role as an established Financial Advisor. Including your contact information is also important so that your prospective clients can reach out to you.

5. Content Marketing

The type of content that you are using should be optimized for your audience and should be constantly updated. By having a prowess for financial well-being, you will be seen as a trusted advisor, especially for people who don’t have the same financial well-being. As a Financial Advisor, you will have a lot of information to share with individuals and businesses. 

The content that you are creating can provide education and be used as a resource for potential clients. Your content can take any form from blogs to webinars and newsletters. Some Financial Advisors also use YouTube.  In developing your content, you can use different tools and methods just as long as the brand message is consistent among all the different methods you choose to employ.

Financial Advisor Marketing

6. Search Engine Optimization (SEO)

Search Engine Optimization or SEO goes hand in hand with content marketing; actually, you can employ effective strategies so that search engines can better find your content. By showcasing helpful and authentic content you can build trust with your prospective clients and bring in new leads. For SEO to be effective, you have to drive traffic to your content and engage your audience to create a following.

7. Marketing automation and campaigns

The organization is key especially if you want to keep track of your marketing schedules and campaigns. On the other hand, you don’t want to overwhelm your audience with too many emails and marketing paraphernalia. By keeping on top of this, you can schedule the specific days and times that you want to share or post content.

By automating your marketing campaigns, you will have a chance to keep organized and track the results. This will ensure that your marketing campaigns are efficient and if they are not performing well, you can make changes and tweak them for the better.

8. Newsletters and Emails

Sending emails and newsletters are both low-cost Financial Advisor marketing tools that you can use to communicate regularly with your clients. You can schedule newsletters and drip e-mails as a primary form of communication. In this way, you can build trust and confidence with your client base. 

After meeting with your clients, you can send a thank-you e-mail for the first meeting and a summary brief of what was discussed. By writing about the next steps or actions needed, you will prompt your client to think about moving forward with the relationship. 

Newsletters are a great way to keep your clients abreast of what is happening in your industry. You can offer insights on current events and offer real-life examples of financial practices or changes.

Financial Advisor Marketing

9. Testimonials

By featuring testimonials on your social media pages like Facebook, you can further cement your status as a trusted Financial Advisor. Testimonials are a great way you can showcase what you can do as a Financial Advisor. Prospective clients who are still on the fence about going to you will be able to see what you can do as evidenced by previous clients’ testimonials.

Your credibility and trustworthiness will increase tenfold when you are featuring satisfied clients’ views of what you have to offer. It can potentially convert current prospects into customers.

10. Hosting client events and joining local networking events

There is nothing more impactful than having client events and meeting new people through local networking events. Social events are much-needed especially when you are planning on building your book of business. Client events can range from casual to fancy and the mood that you want to set should be dependent on the goals that you want to achieve.

Having personal events is important so that you can get to know your clientele better. It is also a good way that your clients can bring in referrals so that you can meet them. It is a win-win because clients perceive these events as showing appreciation to them.

Free Download

Grow your client base with these proven tactics

Receive your FREE copy of “Digital Marketing for Financial Advisors: How to Build Your Firm,” to get insights into growing your business with digital marketing.

11. Paid digital advertising

Pay-per-click advertising works well with Financial Advisors because you will get optimal advertising through search engines and even social media. Contrary to popular belief, PPC is not that pricey because you only pay whenever someone clicks on your ad. This is highly effective because the prospective clients will go to your website to get more information about the services that you have to offer.

12. Social media

Social media is not only a tool that you can use to keep up with your friends socially. Nowadays, business owners use social media to keep up with the changing trends and stay relevant within their client base. You can use social media to share information about your webinars and other events. 

By publishing posts with hashtags, you can leverage your social media presence; whenever somebody searches for those tags, your posts will come up. 

Even though social media is considered a more relaxed and informal approach, you should always stick to professional-looking designs because it is a reflection of your brand. Another important tip is to always have a “Book Now” or “Contact Now” button on your social media page to ensure that people know where to go if they need to contact you and obtain additional information.

Looking for the best online strategy

13. Referral marketing

Referrals are the greatest compliment that existing clients can give you; they are bringing you new business and they will not do this when they are not satisfied with your services. A lot of Financial Advisors forget to ask for referrals or fail to add this to their sales cycle which leads to missed opportunities. 

By using referral marketing as part of your Financial Advisor marketing plan, you are making sure that this step is incorporated into your sales process. As a result, you won’t have any missed opportunities to get new clients from existing customers. 

Referrals are an important piece of any Financial Advisor’s business. According to the World Wealth Report, a total of 44.4% of individuals found their Financial Advisor through a referral

The most effective way for referral marketing is to add a link to your e-mail that will lead clients to a landing page. This landing page will enable them to put in referral information such as name, e-mail address, or phone number. By making it as easy as possible, your clients will be more inclined to refer people.

As part of referral marketing, you have to make sure that you are thanking and showing appreciation to the clients who have referred prospective clients to you. You can do so by sending personalized thank you letters or a small gift as a token of your appreciation.

14. Blogs

Besides your website, blogs are also an important online tool that you can use for Financial Advisor marketing. While websites are more formal, blogs can be free-flowing with topics ranging from current events or offering insight on different topics and scenarios.

You can add a comment section below for questions and commentary. This will enable you to connect with your clients and answer questions that they might have. If you are stuck on what to post on your blog, you can hold a poll with what clients want to read about. 

Starting a blog is the first step. To keep your audience engaged, you have to make sure that you update the content on it. Financial advisors are seen as experts and having a blog will boost your credentials even more.

Webinars and other marketing strategies

15. Webinars

Webinars are a great way you can achieve Financial Advisor marketing success because they will propel your brand as one that can be trusted. One of the attributes that Financial Advisors are known for is imparting knowledge and expertise to their clients. With Webinars, you are not only educating your clients but you can reach a wider audience as well because your webinars can be easily shareable.

Making webinars as part of your online newsletter or marketing e-mails is essential; it gives added value to the information you are imparting to people. With webinars, you can showcase your personality and take on a trusted advisor role at the same time. 

Conclusion

Financial Advisor marketing is an essential part of any advisor’s business and marketing plan. The main goals include growing the business and converting more leads into clients. With digital tools, Financial Advisors can focus on a target audience and niche which is much better than casting a wide net. 

By having a specific and defined marketing strategy, you will be able to expand your business, see more clients and generate more revenue.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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