financial advisor marketing plan

Top 5 Crucial Advice for Financial Advisor Marketing Plans

By: Frank DePino | August 10, 2022

If you are a financial advisor looking for an answer to why you need a marketing plan, you have landed on the right page. We will provide you with a concise answer to the question and a proper explanation so you know where to begin and what areas you need to focus on. 

If you are a financial advisor wishing to expand your business, you need a robust marketing plan. Business development is critical for any financial advisor – more business means a bigger bottom line. It is time you start thinking outside the box and exploring digital marketing strategies. Your prospective clients are going digital, and you should take your business to where your prospects are. 

That said – technology is one aspect that financial marketers struggle with the most. The finance industry has always been both dynamic but slow to adapt to changes in marketing strategies. However, more and more financial marketers are pro-actively seeking the solution to devise a reliable marketing plan for their businesses. 

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Financial Advisor Marketing Plan: An Overview

Like any other aspect of a business strategy, designing and implementing a marketing plan comes with its own set of challenges. It gets highly competitive when you consider digital marketing strategies for the finance sector. 

The financial landscape is a demanding terrain, and digital marketing continues to provide an effective marketing solution to reach potential clients. As a financial advisor, you must keep in mind that a digital marketing plan can be a huge factor in the success of your business in the modern era. 

Hence, you must invest your energy into devising an effective digital marketing campaign. A well-thought digital marketing plan will increase your SEO ranking, drive more traffic to your website, and enhance your conversion rates by converting prospects into clients

What is a perfect financial advisor marketing plan?

5 Essential Tips to Create a Digital Marketing Plan

Here are five tips that will give you a foundation for why you need a digital marketing strategy and where to begin. 

1. Website & Landing Pages

Whether you create a landing page or a website for your financial firm, it will work as a ground zero to divert all your traffic. Just imagine, without a landing page or a website, where are your potential clients going to learn about your services?

Your website will work as the first impression of your financial advisory services. It will enable you to capture leads and turn them into clients. Add compelling aspects to your website, such as video content about yourself, which is a great way to engage your target audience. 

As a financial advisor, you can create a more personalized video message for your visitors to introduce yourself and what you are offering. 

Do you know using a video can boost your consumer’s engagement, as visitors spend 88 percent more time on your web page? The longer they stay, the better your chances to entice and converting them into clients

If you are of a mindset that social media presence is not for financial advisors, you need to think again. Whether it is financial services or selling goods, every business needs a strong social media profile these days. 

2. Social Media Presence

If you are of a mindset that social media presence is not for financial advisors, you need to think again. Whether it is financial services or selling goods, every business needs a strong social media profile these days. 

A noteworthy presence on social media is critical to building brand awareness and trust. If you want to stay relevant and boost your referrals, be social, and create a robust social media strategy. However, you must research which social media networks your target audience uses. 

For example, are you a financial advisor offering mortgage advice? In this case, your ideal clients will be millennials; you may find them on Facebook, Instagram, and LinkedIn, etc. 

Similarly, if you are targeting retirees, you may simply focus on Facebook, as the older generation seldom uses Instagram. Additionally, because they are not job seekers, it is highly unlikely that you will find them on business networking platforms such as LinkedIn. 

So a little bit of research will save your time and energy and help focus on platforms that can really help increase your ROI. 

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3. Mobile-Friendly Content/Website

Almost everyone owns a smartphone these days; therefore, optimizing your website, landing pages, and financial blogs for mobile should be your top priority. Ignoring it is not an option if you wish your financial firm’s digital marketing plan to pay off. 

4. Google’s Reign

Google rules everything digital. Do you know Google has a whopping 92.42 percent share of the global search engine market? 

There are 3.5 billion Google searches conducted daily. As a financial advisor, you must agree that with those kinds of figures, how critical it can be for you to establish a high Google search ranking for your company or service. 

The higher you rank, the more are your chances of getting found by potential clients and driving traffic to your website

5. Goals and Objectives

Be smart about the goals and objectives of your digital marketing plan. You must set goals that are specific, measurable, achievable, time-related, and relevant. You must benchmark your achievements to your competitors and make sure that your marketing plan is more effective than theirs.

There are five key points you must focus on when establishing your goals. 

  • Increase in sales
  • Improving your sales conversion rate
  • Percentage of repeat customers or return visitors to your website
  • Organic /Natural traffic volume of your website 
  • Reduced bounce rate, i.e., people landing on your website and leaving without buying
financial advisor marketing plan

Types of Digital Marketing 

According to WebFX, you must invest more than half of your overall marketing budget in digital marketing. That is how important it has become to succeed in the present day. Here are six types of digital marketing that you utilize when devising a financial advisor marketing plan. 

1. Website Marketing

Your website drives your marketing campaign. It is the first impression of who you are to potential clients. Studies show that online visitors create your brand’s first impression within seconds of landing on your website. 

Therefore, financial advisors must develop a marketing strategy with a clear digital vision because you will not get a second chance to create a decent first impression. having a well-appointed financial advisor website design will help keep users on the site longer, help your website rank higher in search results, and help convert prospective clients into paying clients.

This is where an eye-catching website comes into play. However, aesthetics are not enough in the competitive world we live in today. Your website must use the latest designs, and marketing tools, and deliver unique content with a fluid user experience. 

Establishing trust and delivering high-quality content and information will help you engage with potential clients and start a conversation.

Financial Advisor SEO

2. SEO + Local SEO

SEO stands for Search Engine Optimization, and it is an extremely effective digital marketing strategy. It helps to make your business and website visible on search engines. SEO is a set of techniques that move your company’s website to appear higher in search results against the keywords relevant to your business. 

For example, you are a financial advisor in Los Angeles, CA, and an online user searches for the keyword “financial advisors in LA or California.” The SEO marketing tool will help your website appear amongst the top searches recommending you as a local individual or firm providing similar services. 

The above example is also known as Local Search Engine Optimization or Local SEO. Instead of paying for advertisements, local SEO is a cost-effective marketing strategy to earn new clients. 

Additionally, appearing amongst the top rankings in Google searches help improve your credibility and builds trust amongst existing and potential clients. 

email marketing for financial advisors

3. Email Marketing

Email marketing stays relevant to to-date. It includes newsletters with updates or promotions of exclusive deals/sales for clients. This marketing strategy encompasses your overall digital marketing strategy, including websites, blogs, social media, and more. 

An email marketing campaign is easy to create and track, making it a viable financial advisor marketing plan. You can incorporate a newsletter sign-up call to action on your website, blogs, and social media pages to entice existing and new clients. 

Signing up for your newsletter is an indicator that a client agrees for you to approach them about your products and services. 

Not only that, but you can also remarket your products and services to clients who did not respond the first time. According to the HubSpot report, on average, spending one dollar on email marketing produces an ROI of $42. 

Here are some tips to make the most of your email marketing campaign.

  • Build your contact list.
  • Create a personal message according to the consumer’s portfolio and mix it up. 
  • Do not SPAM.

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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.

4. Video Marketing

Video marketing is a forward-facing strategy that involves incorporating creative and engaging video content into your marketing campaign. You can use it for anything from promoting your services, brand, or product to building customer rapport. 

You can use video marketing as a channel to present tutorials, promote client’s testimonials, deliver educational and informative content, or live stream events or seminars related to the finance sector. 

Here are some tips for developing a reliable video marketing plan for financial advisors. 

  • Allocate resources for decent equipment, a video marketing team, and editing software. If you cannot do that, you can always get help from third-party experts such as Mediaboom.
  • Tell Your Story.
  • Engage with clients by addressing their pain points to entice them.
  • Keep it short and simple.
  • Publish on the right platform such as your websites, incorporate in emails, or use social media platforms such as Facebook, Instagram or YouTube, etc. 
  • Track the metrics and gauge the performance. Learn from them, re-evaluate, re-design, and execute again. 

5. Content Marketing

Focus on creating and distributing relevant, valuable, and consistent content to retain existing clients and attract the new target audience. 

Instead of aggressively pitching your services to the clients, you can create useful and interactive content to solve their issues. Whether you are an insurance firm, wealth management company, or a self-employed financial advisor, you can develop and execute an effective content marketing campaign, because it works. 

Great content is crucial for an impactful digital marketing campaign for financial advisors.

Whether you are using social media marketing, SEO, PPC, or email marketing, you need quality content to attract potential clients. 

6. Social Media Marketing

social media marketing plan for financial advisors

It is self-explanatory; this marketing strategy involves social media platforms such as Facebook, Instagram, Twitter, LinkedIn, YouTube, etc. 

Thanks to smartphones, consumers are spending more and more time on social networks, and that is where you must go to connect with the target audience, build your brand awareness, drive website traffic and increase your sales conversion rate. 

For you to create efficient social media marketing, you must:

  • Publish quality content on your social media profile/page.
  • Engage with your followers and listen to what they are saying.
  • Create ads to promote your products and services.
  • Analyze the metrics and performance of your marketing campaign.

Various tools can assist you in deploying an impactful social media marketing strategy. You can use social media marketing in conjunction with other marketing plans for financial advisors. 

For example, you can link your social media to your website, mention them in your newsletters, and add your video content, and promo ads to your social media profiles and pages.

However, the key is to stay consistent across all platforms. There must be no discrepancies in your content, or it will confuse your clients, and they may question your credibility. 

Let the Experts Help You

If you are a company or an entrepreneur from the financial sector and do not know where to begin, let Mediaboom help you. We are a digital marketing agency with the expertise to help create an impactful financial advisor marketing plan.

Contact Mediaboom to grow your business with successful advertising, marketing, and website designing services.

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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