Marketing Solutions for Financial Advisors

Marketing Solutions for Financial Advisors – 11 Strategies

By: Frank DePino | June 30, 2022

Marketing solutions for financial advisors can grow your business, increase your leads, convert more customers, and improve customer satisfaction. You know your finance company needs a cohesive marketing plan, but you’re unaware of where to start. What is a financial advisor marketing plan?

A financial advisor marketing plan includes tailored marketing solutions for the financial sector. Some of the tactics you might utilize are case studies, SEO, content marketing, email marketing, webinars, and social media marketing.

In this full guide to marketing solutions for financial advisors, we’ll review the 11 most integral facets of a marketing strategy in the financial sphere. By the time you’re done reading, your finance company can decide where to take your marketing plan.

11 Financial Advisor Digital Marketing Tips, Strategies, and Services

Strategies, tips and solutions for financial advisors

1. Create a Value Proposition 

Before you can determine which marketing solutions for financial advisors are most appropriate for your company, you must produce a value proposition. 

A value proposition is, at its simplest, a statement that embodies what your financial services offer and why customers should choose you over the competition. You want to describe the unique benefits that only your company provides.

In doing so, you want to express your complete understanding of your audience’s challenges and pain points. That will be easier after you follow our next digital marketing strategy (which is audience research).

You can then align your financial services as the ideal solution to your customer’s pain points based on what you know about them. 

As you sit down with other stakeholders in your company to put together your value proposition, you might ask questions like who are your end users? What channels do they use to find you?

Which services would be the most fitting and at what price?

Even once your financial company establishes what is your value proposition, know that it doesn’t have to be set in stone. As your company grows and the roles and responsibilities do as well, you can expand on your value proposition.

 

2. Do Target Audience Research

Your financial company likely wants more leads, which brings us to the next of our marketing solutions for financial advisors. 

You must research your target audience.

You can’t discover the kinds of places your leads already frequent online and then target leads through paid advertising unless you know who they are. 

Also, you can’t design a website that your leads care about, then capture their contact information, without that kind of information.

How do you do financial market research? Well, you can review existing regulatory reports, credits, and trading activities to determine where your audience might be coming from. An internal audit can also be helpful.

Beyond those measures, you should also conduct an online survey or an email survey. In the survey, you want to gain insights and trends into who your audience is. Be sure to ask questions based on their demographics, geographics, and psychographics.

Using this data makes it easier to segment your audience. Niched-down audience groups are always more beneficial than broad data, as you can create more tailored marketing campaigns that speak to the needs of each audience group. 

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3. Make a Website That Converts

Exemplary web design is another marketing solution for financial advisors. 

Every element of your website should be designed to convert more leads into successful customers. This list of professional service site website designs ought to inspire you, showing you the breadth of design options you can explore.

The sites, as disparate as they are, do share common elements. You’ll notice that easy navigation is a key design concern. CTA buttons should be well above the fold and possibly recur at the bottom of the page as well. 

The CTA button verbiage should make it very clear what happens when a user clicks, such as “Schedule a Demo” or “Call Now.”

Adding a search function in the navigation allows users to easily look for the information they seek. 

Your website is also a great place to showcase the parts of your proposition that aren’t internal to your finance company, as we wrote about in this post

4. Share Case Studies

Since those early days when your financial company first opened its doors, you’ve helped a lot of people manage their finances. This has allowed them to achieve major life milestones like getting married, buying an automobile, owning a home, or retiring.

Review your biggest wins and convert them into case studies that you can publish on your website. 

In your case study, you want to clearly portray the problem that your client had and then describe how your financial solutions allowed the client to overcome their challenges. 

If you helped a client save X amount of money or invest Y amount, be sure to include the exact numbers.

Data of this nature back up your points and makes it easier for someone reading your case study to clearly understand how you benefitted your clients. 

Publish at least one case study, maybe several. As your financial company grows, especially in light of your marketing campaign, be ready to add newer case studies. 

A case study inspires trust in your financial company’s abilities to serve customers. You’re proving that you can listen to client concerns and address their problems with tailored solutions. 

A financial advisor checking case studies

5. Use Search Engine Optimization (SEO)

Whether you’re a small mom-and-pop shop or a Fortune-500 company, search engine optimization or SEO is how your website gets seen on the Internet. It too is another critical marketing solution for financial advisors.

Financial advisor SEO differs somewhat from traditional SEO. You want to focus on specific areas. Let’s take a closer look.

  • Context: Search engines use a person’s search history and geographic location to create context for a search. This way, when a user types in “financial services near me,” Google can determine the user’s location and then produce local results. Dropping your location (sparingly, mind you) on your website will help you show up in these results.
  • Sitemaps: The XML file that is your sitemap is utilized by search engines to determine how your website is structured. Your sitemap should be clear, concise, and easily readable.
  • Metadata and tags: Part of financial advisor SEO is getting your metadata and tags in order. These include alt tags, meta descriptions, and title tags. All tags and metadata should be accurate and relevant. 

According to business planning resource LivePlan, SEO is integral for building brand awareness, bettering the user experience, and establishing your financial website as a trustworthy resource.

In the realm of finances, people are especially wary about where they’ll invest or save their money. You want to go out of your way to prove that your site is a safe place that they can trust, so focusing on SEO is a wise strategy. 

6. Follow a Content Marketing Strategy 

Content includes a wide umbrella of marketing strategies, so which are the best marketing solutions for financial advisors?

In this post on our blog, we recommend focusing on the following types of content:

  • eBooks: When a topic or concept is too in-depth for a whitepaper or a blog article, you can write a multi-chapter eBook about it. You can then offer chapters of the eBook as a lead magnet to encourage more signups to your email list. 
  • Whitepapers: What emerging financial trends do you want your audience to know about? If you want to go into even more detail than a blog post allows but not as much detail as an eBook, write a whitepaper. The average length of a whitepaper is six to eight pages. 
  • Marketing emails: We’ll talk later about your email marketing strategy as a content advisor, but the newsletters and creative body copy you send to your audience certainly count as part of a content marketing strategy. 
  • Blog articles: Finally, your finance company should produce regular blog content. Compared to whitepapers and eBooks, blogs are much more digestible. You will want to follow a regular posting schedule, be that once per week or even up to three times per week. 

7. Host and Attend Events 

Continuing our list of marketing solutions for financial advisors, events are a very important part of your strategy. 

If your firm has the available space, you might wish to host client events there. If not, you can always rent out space at a local hotel ballroom or conference hall.  

Besides the events that you actively play a role in, you should attend events as a representative for your financial company. 

Being active in your community is one of the best local marketing methods. To complement your local campaign, you might utilize geo-targeting and use local keywords on your website (or at least on a landing page on your site).

8. Use Email Marketing

With nearly four million active email users around the world according to Campaign Monitor, email remains one of the cornerstones of your financial advisor marketing campaign. 

We discussed earlier how email marketing branches off content marketing, especially if your financial company produces monthly or quarterly newsletters. This content can keep your customers in the loop about what’s happening at your firm.

Outside of newsletters though, you want to keep your emails short and sweet. 

Segment your audience so that those who are just entering the sales funnel aren’t receiving the same sorts of messages that long-term customers are.

Your subject lines are very important, as they can make or break your entire email. If your financial company is not pleased with your current email open rates, begin split-testing your subject lines to see which resonate better with your audience.

We have plenty more expert financial advisor email marketing tips here

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.

9. Diversify with Social Media Marketing 

As we said we would, let’s next talk about social media marketing, one of the biggest marketing solutions for financial advisors. 

Determining which social media channels your financial company will grow its presence depends on what your audience is using. 

In our research, we’ve found that Facebook, YouTube, LinkedIn, and Instagram are the most successful platforms for financial advisors to target.

How do you grow your social media following? Posting valuable content is a strategy not only for captivating leads but for keeping them subscribed to your page as well.

What constitutes valuable content varies, but it doesn’t have to be your content alone. You can cross-post blogs and whitepapers, but share as well interesting articles, trends lists, and reports that can help your audience make educated financial decisions. 

Paid advertising on social media is another great strategy for increasing the size of your audience. Every social media platform has its own paid advertising program where you can create custom campaigns, segment your audience, and track analytics. 

10. Host Webinars 

According to a 2022 article published by career resource Zippia, 83 percent of marketers in the United States think webinars are an effective tool. 

You might wish to integrate webinars into your marketing solutions for financial advisors.

The financial sector is the perfect industry for webinars, as people always have questions about how much money they should be saving for retirement, how they should set aside money for their child’s college fund, and whether this investment or that one is a good idea.  

You can stretch your webinar further by offering replays after the original live airing, posting short clips of the webinar on YouTube, and even creating a transcript of the webinar and using it as a lead magnet. 

Hire an agency for digital marketing strategies for financial advisors

11. Hire a Digital Marketing Agency 

If these marketing solutions for financial advisors are out of your wheelhouse, you don’t have to craft a winning marketing strategy alone. 

Hiring a digital marketing agency such as Mediaboom will ensure a targeted approach to your marketing goals. 

We specialize in content production, email marketing, social media marketing, SEO, content marketing, digital marketing, and advertising. The financial sector is one of the many industries we serve. 

Conclusion 

The 11 marketing solutions for financial advisors that we shared today can act as the blueprint for creating and navigating your marketing plan. No matter your company’s goals, digital marketing strategies can help you get there.

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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