Financial Advisor Marketing: 5 Strategies That Work

Marketing is a cornerstone of your business. It’s how you build a brand, attract leads and even maintain clients. And, like any business owner, as a financial advisor, you need to make sure you are not only engaging in these efforts but engaging in them the right way.

Communicating value, retaining clients and growing your brand all rely on an effective digital presence. In this post, we’ll explore the exact digital features to help you build the digital foundation you need and gain the attention you deserve. Read on to learn the 5 digital marketing strategies to help you grow your business

1. Start With a High-Quality Website

If someone recommends a product or service to you, what is the first thing you do? That’s right, you look it up online! In today’s digital world, having a proper online presence is not an option, it’s a necessity.

Performing a quick Google search has become second nature when looking for something new. And If searchers don’t see your website, the chances of them doing business with you are slim to none. Take it from your own personal experience – if you can’t find more information about a business online, would you still consider it, especially when other results appear for the same topic?

The internet has become the main tool for consumers to obtain information. Without a website, your advisory is limited. After all, your website is where consumers will discover your services, find your contact information and learn more about you. But you can’t just create anything and put it online for the sake of doing it. Your website needs to be well-designed.

75% of consumers admit to making judgments on a company’s credibility based on the company’s website design.

Your website is your digital first impression. You want to catch your visitor’s eye, and there’s no better way to do that than through high-quality design:

2. Improve SEO and Show Expertise Through Blogging

You simply can’t talk about marketing strategies without talking about blogging. For example, according to a study by HubSpot, blogging is a company’s second-highest marketing priority.

And it’s no surprise, after all, blogging provides several benefits to your firm, including:

Improved credibility

One major benefit of blogging is that it establishes your company as an expert in the field. Well-written blog posts position your firm as an industry leader by highlighting your knowledge and experience. Ultimately, the goal of your blog is to become the “go-to” spot for financial information.

Better SEO

Blogging is the most powerful tool to improve SEO. It offers the opportunity to answer audience-specific questions, shows Google and other search engines that your site is consistently updated with new content, gives space to target specific keywords, etc. The higher-quality your blog, the better.

Increased Traffic

Improved SEO naturally results in improved traffic. And your blog post is a great place to include CTA’s that direct this traffic to reach out to you. For example, Eagle Ridge Wealth Advisors uses their “Contact Us Today” CTA to lead visitors to their contact page, encouraging prospects to get in touch.

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3. Create an Engagement-Worthy Social Media Presence

According to a study conducted by Putnam Investments, social media initiatives resulted in an average AUM of 4.9 million dollars.

There is no doubt that being on social media is a great way to reach a large audience, connect with your clients and exhibit your brand. And based on a study by Buffer, 73% of marketers believe that social media is effective.

Select one or two social media channels to get started. Then you feel like you’re gaining some traction and receiving engagement, determine what other channels you want to be on. Remember, social media, like blogging, is all about quality over quantity. Don’t feel like you need to be on every social media platform – select the platforms where your clients and prospects spend their time and fulfill your social media goals:

4. Send Gifts When Appropriate

You want to establish good connections with your clients, and what better way to do that than to send gifts? Gift-giving shows your gratitude, and it lets your clients know that you are thinking about them. This makes a happy client, and in turn, improves client retention.

These gifts can include things such as computer bags, books, flash drives, chocolates, personalized gear, etc. This small gesture can go a long way – everyone loves receiving gifts!

5. Leverage Online Reviews

What’s one of the biggest contributing factors you use to select between two companies that offer similar services? Oftentimes it’s online reviews consumers look to for social proof:

84 Percent of People Trust Online Reviews As Much As Friends

Inc.

So how do you get these reviews? Start by setting up and optimizing your Google My Business listing. This will give you a home base to collect reviews, which will often display in a Google Search for your business. From there, consider some of the marketing strategies made available through the new SEC ad rule. Of course, any new marketing strategy must be cleared by your compliance department first. So be sure to contact compliance before leveraging any new marketing.

Wrapping Things Up

Your digital presence is the backbone of your marketing strategy. Without it, firms are poorly represented in the most common digital spaces where prospects spend their time. Following the strategies on this list, you can lay the foundation for effective financial advisor marketing.