local marketing for financial advisor

The 7 Best Tips on Local Marketing for Financial Advisors

By: Frank DePino | October 26, 2020

According to Hearts and Wallets research, there is a significant trust gap between customers and financial businesses. Throughout the study, only one in every five investors trusted their financial advisors.

While personality and enthusiasm can quickly be buried in financial language and retreat, it is clear that advisors need to reconsider their strategies if they want to attract and retain clients.

A few bold advisors are creating new strategies to welcome individuality and authenticity while being compliant to express their reliability.

These advisers are generating opportunities to develop more deep relationships with current and potential finance clients.

So, how can you use local marketing for financial advisors to find potential clients? 

Here is the list of 7 best tips on local marketing for financial advisors:

  1. Build a local friendly website
  2. Use local geo-targeting
  3. Create Call Now Campaigns
  4. Make content only locals will understand
  5. Claim your local listings
  6. Interact with Local on Social Media
  7. Be active in your community
financial advisor marketing

Build a Local Friendly Website

Investing in your online presence is the ideal way to grow your business rapidly. You can get leads by bringing your social media followers or visitors to your website.

They can take some action, such as subscribing to an email list, downloading a free report, or making an appointment with you.

Therefore, building a local-friendly website is the foremost step to generate leads and boost your local marketing for financial advisors. Follow these three ways to create a better local friendly website: 

Use Local Keywords

Local keywords are those that include location-specific phrases and bring results for the exact geographic location.

These keywords help attract visitors to your region to your brand and are crucial to enhancing your local search engine optimization (SEO) strategies.

Create Landing Pages for Local Cities and Areas

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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.

To make it work for you, you must customize your landing page design and rank for your surrounding locations so that your target audience can quickly locate your website and web pages in search results.

To succeed in search engine rankings and dominate your geographic locations with relevant geo-modified keywords, you must mix local search engine optimization with organic search engine optimization.

Google is interested in customers since they are frequently the most targeted and motivated group of people conducting local searches.

They are also excellent targets for lead generation and enhancing conversion rates.

List Your Location and Have a Map Section

Google Maps, initially Google Places, is now part of the Google My Business dashboard.

Creating your ‘Google My Business’ page is the first stage in Local Search Optimization, and it should be at the top of the to-do list for any business that wants to be seen digitally.

  • Visit Google My Business.
  • Click the “Get on Google” button.
  • In the Search Box, enter your company’s name and address.
  • Choose or Add Your Company
  • Verify Your Company

As you prepare to set up your listing, keep in mind that while Google may include businesses from surrounding areas in the “Local” search results (Maps) in some cases.

You can only register your business in the town or city where you have a physical address.

google my business financial advisor

Use Local Geo-Targeting

Location-based marketing is a rapidly increasing local marketing for financial advisors technique that sits right in the middle of the advertising ecosystem.

According to BIA Advisory Services, marketers spent more than $26 billion on geo-targeted marketing in 2019.

Google Advertisements location targeting allows you to target your ads to specific geographic areas, such as nations, regions within countries, a radius around a location, or location groupings.

They can include points of attraction, your business locations, or tiered demographics.

Location targeting allows you to narrow your advertising to find the ideal customers for your company. As a result, this form of targeting may help you boost your return on investment (ROI).

Target Your Area With Facebook and Google Advertising

When it comes to online advertising, Google AdWords is a powerful way. What makes it so fantastic?

Some of the most profound benefits that businesses receive using Google’s paid advertising platform:

  • Target Specific Devices
  • Pay Only For Results
  • Performance Tracking
  • Precise Targeting

Businesses make an average of $2 for every dollar spent on AdWords, according to Google’s Economic Impact study.

If you use Google AdWords as part of your local marketing for financial advisors strategy, it will indeed produce great results more often than not. 

Therefore, the best approach to find out if AdWords will be profitable for your brand is to give that a try.

Furthermore, you can target your audience with Facebook ads. These hyper-targeted ads can be delivered to the precise type of person you want to reach. 

facebook advertising financial advisors

Create Call Now Campaigns

Create a call now. The campaign is perfect for a local business that serves a specific geographical area or if your end objective for lead generation is simply to get people on the phone. You usually schedule a time to do so.

This is an excellent approach to bypass that and get customers to call you straight. Initially, the only way to get calls directly from Facebook Ads was to use Reach campaigns, which worked.

However, their primary goal was not always to generate more calls. 

Facebook has secretly unveiled a click-to-call ads option within Website Traffic campaigns, allowing marketers to overwhelm their business and client phone lines with more calls than ever before.

While running this campaign, it will be adequate to make the CTA button saying “Call Now.” This type of call-to-action can boost your sales at higher rates.

Make Content Only Locals Will Understand

Local brands can provide current and relevant content to their readers, which national campaigns do not.

Topics could include shared local values such as support for a local cause or sports club. 

Creating hyper-relevant local content and delivering it to local audiences can help to increase and sustain brand awareness, enhance brand affinity, and trigger purchasing decisions.

You can share this content through a blog on your website or social media.

Always write guides to your area and recommend your visitors to visit with a complete address.

local listings financial advisors

Claim Your Local Listings

According to a Search Engine Land study, 50 percent of internet business listings include inaccuracies.

The chances of your clients finding reliable information about your company are as good as the flip of a coin, which is inadequate.

This begs the question, are your dealership’s search and local business listings effectively displaying it? You must first claim your local business listings to find out.

When you claim your business listings online through local directories such as Google My Business, Yelp, and Yellow pages, you gain the authority to manage your listings to ensure accuracy and consistency.

Let’s look at ways to get the top five listings claims:

Claim Google My Business

Research your dealership’s name. It’s likely that a Google+ page will appear or that Google Maps will locate your location inside search results.

To claim your ownership, click the “Is this your business?” link and complete the verification process.

If your dealership does not appear in the search results, it is possible that Google indexed it wrongly or not at all. If so, go to Google My Business and create an account.

Yelp

Follow these steps to claim your Yelp listing as a single-location business: 

  • Go to Yelp.com.
  • Click “Manage my free listing” to claim your listing. 
  • Enter your zip code and business name to find your location. 

If your company already has a listing, the name will show in a drop-down box.

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.

Yellow Pages

Follow these steps to claim your Yellow pages listing as a single-location business: 

  • Go to YellowPages.com. 
  • Come down to the “Claim Your Business” area.
  • Click the “Get Your Free Listing!” button.

Better Business Bureau

Follow these steps to claim your Better business Bureau listing as a single-location business: 

  • Go to BBB.org and look for the globe icon in the upper right corner of the site.
  • Click the globe symbol, then enter your city, state, or zip code. 
  • Click the “Set Location” button. 
  • The BBB website will now solely display statistics from your specific location.

If your brand name already has a listing, the name will show in a drop-down box.

Foursquare

Follow these steps to claim your Foursquare listing as a single-location business: 

  • The first step is to search for your business at Foursquare.com. 
  • Register the name and location of your brand.
  • Foursquare will find any existing entries that may be a match.
social media for advisors

Interact with Locals on Social Media

Financial advisors value social media because an increasing number of consumers use it to find investing information. But, do you still not believe in social media’s potential?

Between 40 and 60 percent of respondents claimed they utilized social media information while making investing decisions.

Accenture survey found that 48% of financial advisors use social media to connect with investors daily. Unfortunately, that suggests that more than half of financial advisors aren’t doing it, which is unfortunate.

With 70% of investors reallocating investments or changing connections with financial providers based on content found on social media, advisors should not take this lightly.

According to research, there were 1.85 billion active Facebook users in 2020. This equates to one-quarter of the world’s population!

Such user traffic makes this social media network appealing to entrepreneurs and business owners looking to market their companies.

Every business requires a strong presence on Facebook

Hold Giveaways and Contests

Instead of asking your current clients for references and then following up with them, why not allow the referrals to come to you? 

Hosting a client event is perhaps the most effective method to express gratitude to current clients, create a relationship by allowing them to get to know you on a personal level, and meet new potential clients all at the same time.

Ask your clients to bring a guest, and each additional person could mean a new account opening.

When you cold call from a referral, it’s much easier to follow up with potential clients you’ve seen in person instead of simply being a voice on the phone.

Feature local testimonials

Most customers increasingly rely on online reviews when making purchasing decisions.

Reviews on Google, Yelp, Top Rated Local, and even Facebook are critical for many business verticals to acquire the trust of potential customers. 

As of this writing, financial advisors are falling behind in terms of reviews, with many having none at all.

This is your chance to earn a competitive advantage. Begin bringing up the subject of internet reviews with your most valuable customers.

Choose people who have successfully worked with you for numerous years and would do you a favor as a friend. 

Request that they write about their experience for one or more of these outlets.

This step is key to great local marketing for financial advisors. 

community involvement marketing

Be Active in Your Community

There are two areas to concentrate on here. First and foremost, you should be involved in your local business community. Many of your customers will be business people. 

Being active on our site allows you to connect with people who are most likely to use your services.

Attend meetings organized by the local Chamber of Commerce. Join or be a member of local business groups. 

Share, learn, and connect.

Participate on a local level. For example, join a local chamber of commerce or business organization.

Some of the most substantial leads come from networking, and there are many local organizations where you may meet other tiny company owners and possible clients. 

Other members will notice that you are a dedicated and dependable professional if you attend meetings regularly and volunteer on committees. Your active participation and eagerness are critical to the success of this strategy.

There is an adage that goes, “If you want something done, ask a busy person.”

Other members will be more willing to trust you with their business if you demonstrate to them that you are trustworthy.

Sponsor Clubs and Sports Teams

You can support local sports teams by sponsoring them.

Participate in your religious organization. Participate in local charities. This way, you’ll be able to establish your brand this way. In addition, you want people to recognize your identity.

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.

Conclusion

Getting started with local marketing for financial advisors might be difficult. 

But fortunately, these seven techniques will provide you a solid road map for getting your financial adviser’s marketing plans off to a good start.

The crucial thing, like with most ambitions, is to start going in the correct direction!

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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