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By Savannah Brunette Outreach

Five Little Things for Your Monday: January 15, 2018

6 minute read

It may seem like January is flying by and that’s because it is! We don’t want you to miss a thing so we’ve rounded up top marketing news for financial advisors looking to better serve their niche market or step up their content game.

The Secret to Strong, Persuasive Marketing: Be for Somebody, Not Everybody via FPA

Because we live in such a time of tension, you may feel tempted to sit back and stay silent on issues that matter to you. After all, you don’t want to offend people or push potential clients away.

And it seems like everyone is offended by something these days. How can you possibly stand for something and create a strong, persuasive brand when you feel like you need to walk on eggshells with what you put out there?

But here’s the thing: if you’re doing modern marketing right, there will be people standing around, hands on hips, thinking you are not “for them.”

They’d be correct to assume that if you’re marketing to a niche and not the mainstream, a highly effective—both in terms of costs and results—way to grow your reach and your business.

fpa persuasive marketing for advisors

Catering to high-earning Millennials via Advicent 

While it may not be the most exciting topic for most Americans, providing debt management and budgeting advice for your clients may provide an unlikely avenue into financially serving high-earning Millennials.

Advisors often talk about trying to attract the next generation of wealthy clients and assume that simply adding digital services will attract more Millennials to their practices. However, some Millennials are more attractive to advisors than others, and we will refer to them as HENRYs (High Earners, Not Rich Yet).

Advicent HENRY clients

How Connected Are You to Your Clients? via ETF

Have you ever thought about what genuine connection is and why it matters so much to your client relationships?

Deep connection in client relationships really is crucial. Do you believe you have genuine connection in your client relationships? Consider this for a minute: Are there client relationships that you have that drain you? Do you leave meetings with some clients and feel frustrated or defeated? Do you feel overwhelmed or paranoid? Chances are high, those cases, that you do not have a genuine connection with these clients.

On the flipside, are there other client relationships that you have that truly energize you? Do you leave meetings with them feeling affirmed as well as encouraged? These are likely client relationships in which you have genuine connection. The feeling you have when you are working with these clients is intangible and may even be indescribable.

ETFDB connection with advisor clients

Content is Currency: A Book Review via Twenty Over Ten

Content marketing: its one of the most essential skills you can have in today’s digital world. You may have heard that content is king- and this is especially true if you’re starting a new business or are a beginner at online marketing. Not only does it help you establish credibility, but it will also drive potential clients to your website and social media profiles.

There is a ton of information out there so it can be difficult to determine which tips are best to use for your business’s specific needs. Recently, we dove into a great book and wanted to share some of our key takeaways from Jon Wuebben’s latest book, Content is Currency.

Jon wuebbed

The Content Marketing Mistakes I See Financial Planning Firms Make Most via Creative Advisor Marketing

Over the past 6 months of consulting with financial planning firms on their content marketing, I’ve noticed a few specific mistakes or trouble spots that come up over and over again.

The bad news is that these mistakes are widespread. The good news is, in each case, we only need to make a few small adjustments or tweaks to get things on the right track.

Sometimes, the trickiest issues to troubleshoot are those that are really close to hitting the mark, but just need to be dialed in a little bit. One small change can make the difference between a campaign that flops and one that takes off and potentially goes viral.

Here are the most common problems I see financial planning firms make when they try to engage in content and inbound marketing — and how to fix them.

content-marketing-mistakes-financial-advisors-make


You may also like: 6 Steps For Advisors to Writing Great Website Content (VIDEO) and How to Develop a Niche Market