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By Blair Kelly Outreach

Marketing Advice For New Advisors – From Advisors Who Know How To Grow

16 minute read
Marketing Advice For New Advisors  – From Advisors Who Know How To Grow Featured Image

In this day and age, especially in the midst of the Coronavirus pandemic, you need to have a strong digital marketing footprint as a financial advisor. While many clients are still made by referrals, it’s more important than ever to boost your presence with a strong marketing strategy. If you are a financial advisor and you are new to this, then we have tips below for you!

Marketing Advice for Financial Advisors From Advisors

Twenty Over Ten Chief Marketing and Business Development Officer, Samantha Russell, recently turned to Twitter to seek out the best marketing advice straight from advisors themselves and the answers were incredible. Read on for great advice from marketing professionals and advisors that have helped them succeed in marketing.

Don’t Try to Do Everything at Once – Johnny Sandquist

Read StoryBrand by Donald Miller And Apply It To Every Piece Of Marketing That You Do! – Justin Green, MS, CFP®

Justin Green twitter

Don’t Be Afraid To Try New Things – James Werner CFP®

 

Google Analytics For Financial Advisors

Your Questions, Answered

Read More

 

Be Authentic – Dasarte Yarnway

Dasarte Yarnway Twitter

Know Who You Want To Work With And Talk To Them In All Of Your Content – Arlene Donley Moss

Arlene twitter

You don’t have to please and serve everyone. Pick what and who you love and commit to that. This speaks to the importance of catering to a niche market. As the digital world continues to grow rapidly and we see the rise of more virtual financial planning tools, clients will be searching for and looking to work with a financial advisor that serves their needs rather than a broader topic.

How to Develop a Niche Market

Read More

Build A Network Of Relationships With Amazing Centers Of Influence –Matt Ackerman

Matt Ackerman

Don’t be afraid to innovate and try new things. They’ll help you stand out in a sea of sameness.

Think About What YOU Would Want To Read/Watch And Then Engage With Your Audience In That Way – Liv Gagnon

Liv Gagnon

If you’re excited to make it, that energy will reverberate. For example, if you wouldn’t read a 15-page whitepaper, chances are your client won’t want to either.

Figure Out Who Your Target Audience/Client Is, And Always/Only Speak Directly To Them – Jeff Levine, CPA/PFS, CFP®

Talk in language THEY use. Talk about the things that would be important to THEM. If you try to talk to everybody, you’re actually talking to nobody.

Jeff Levine Twitter

This can expand on the point above about catering to a specific niche. Think about what your audience is going to be searching for and cater your content to that. Think about specific topics, keywords, etc. and go from there.

Google Trends is a great way to figure out what people are looking for and in the blog below, we found the top things that investors were searching for at the start of the pandemic. So, this is a great tool to see what is being searched for then cater your content accordingly.

What Are Investors Searching For Right Now
Amid The Coronavirus Pandemic?

Read More

Be Consistent With Your Message Across Your Different Channels And Also With Your Stream Of Content – Marc Bautis

Marc Bautis

While you can tweak your content based on each platform and for your target audience, all in all, it’s important that you keep your tone and content consistent, as well as, your schedule and how often you are posting.

5 Step Financial Advisor Social Media Strategy

Read More

Don’t Spend Too Much Time Listening To Other Ideas – DJ Windle, CFP®

Most don’t have it figured out. Carve your own path, remember that you are dealing with humans (not robots), & grind. People are so focused on working and doing less. Don’t be that person. Grind and get out in front of people.

DJ Windle twitter

The Goal Is Progress, Not Perfection – Benjamin Brandt

Benjamin Brandt

Just create something, it doesn’t need to be perfect. You will improve with practice.

Write Every Word Of Your Website Yourself!-Jim MacKay

JIm Mackay twitter

Look For A Firm That Can Articulate The Career Path And How You May Progress Within The Firm – Larry Sprung, CFP®

Be flexible though; as you begin to work for a firm, you may find you have different strengths and weaknesses than you originally thought and may shine in areas you never knew you could. I found embracing my age was helpful.

Working with me they would likely never have to find another planner, in fact, I would be around to work with their children and grandchildren. People like continuity and what better way to have that than working with a highly educated young financial planner?

Larry Sprung twitter

embracing Your Age Is Helpful – Larry Sprung, CFP®

Larry Sprung twitter

Nothing ‘Works’ Just Do A Lot Of It – Daren Blonski

Daren Blonski twitter

Blog From Day One – Brian Berkenhoff, CFA

  • Create a content calendar.
  • Publish regularly.
  • Make it your own voice.
  • Don’t do canned content.
  • Make it personal.

Brian berkenhoff twitter

Blogging is crucial to boosting your marketing and your online presence. By putting strong content out there, you are able to boost your inbound marketing strategy as your website will appear in more searches when you are putting out strong content and showing that you are a thought-leader in the industry.

Blogging is No Longer a Luxury but a Necessity:

3 Blogging Tips to Help your Advisory Firm’s Website Succeed

Read More

Having trouble with content creation? Twenty Over Ten offers Content Assist that has a one-click integration, is completely customizable and is tailored to your unique niche. It serves as a starting point and from there you can tailor the content based on niche, geography and just however you feel it will cater best to your audience.

Content Assist

Understand Digital Marketing – Michael Policar

Learn keyword searches. Keywords are essential when it comes to driving traffic to your website and marketing your firm. When utilized correctly, you can boost your SEO efforts and bring in new leads.

Focus on a niche and make sure your marketing speaks directly to your target, niche client.
@acmejla is a perfect example.

Michael Policar twitter

Niche marketing seems to be a hot topic, so make sure you are focusing on this. In the webinar replay below, find out how one financial advisor grew his business through niche marketing.

Webinar Replay:

How One Advisor Grew Exponentially Through Niche Marketing With
Chad Chubb CFP®, CSLP®

Learn More

You Have To Convince Yourself That You’re Worthy Of Getting Business Before You Try To Convince Anyone Else – Melissa Joy, CFP®

Melissa Joy

If you’ve found your comfort zone, next gauge the moment where you earn trust and credibility from someone and build off of that by marketing in that direction.

Use Lead Pilot – AdvisorTouch

Advisor touch twitter

Lead Pilot is an all-in-one solution for content creation and distribution for financial advisors.  One of the aspects of Lead Pilot that’s great for advisors is that it offers a completely customizable library of editorial-style content.

  • You can infuse with your unique voice, add in SEO keywords and promote your expertise in the industry.
  • The blogs are optimized for the reader and current SEO standards.
  • There is a full-size featured stock image and social media image for each topic.
  • Identify content unique to your target audience with persona filtering for business owners, high-net-worth, millennials and more.

Lead Pilot

Be True To Yourself So You Attract Clients Who Exude The Same Life-Giving Energy – Lazetta Rainey Braxton, MBA, CFP®

Lazetta Rainey Braxton

You are your business. People buy into/invest in you believing that you will reciprocate and invest in them.

Find Something You Like Doing (Video Content, Blogging, Networking, Etc) And Do A Lot Of It –Ian Bloom

Ian Bloom Twitter

Iterate and improve consistently. Repeat.

Be Yourself – Russ Ford

Everybody else is already taken

Find A Scaleable Strategy That Markets For You While You Do Something Else – Ray Snoei CFP® CIWM CIM® FCSI

Ray Snoei twitter

Use Your Resources –Kaley Poulicakos

  • Ask questions.
  • Make connections.
  • Try to learn something new every day.
  • Use data to make sound and accurate decisions.
  • Kaley Poulicakos twitter

Free Digital Marketing Resources

For Financial Advisors

Learn More

Read StoryBrand By Donald Miller And Apply It To every Piece Of Marketing You Do!

StoryBrand

By Donald Miller

Read More

Learn By Doing – Andy Mardock, CFP®

There is no other way.

Andy mardock twitter

If You Have The Same Opening Line Or Value Proposition As Everyone Else All That Happens Is That You Get Handed A Ticket And Told To Move To The Back Of The Room –Mike’s Thoughts

If you have something that no one else is talking about, you carry the conversation and can take it anywhere.

It’s crucial to create a unique selling proposition so that you can stand out, and you can do that by:

  1. Surveying the Competitive Landscape
  2. Clearly Identifying your Target Market
  3. Identifying Your Firm’s Benefits
  4. Writing it Down

Mike Thought's Twitter

Find out more in the video below!

Be Original And Be Yourself

Don’t worry about what “everyone else is doing”.

Focus On Meeting People And Developing Relationships First, And The Business Will Come Later – Jesse Carlucci, PH.D

Once you show your community you’re a trusted expert that cares about helping people, others will seek you out.
Jesse Carlucci Twitter

Just Go And Don’t Forget To Breathe – Amar N. Shah, CFA, CFP®

Amar Shah twitter

Be Skeptical About Appointment Setting Services, And If You Are Good And Believe In Yourself Don’t Be Afraid To Ask Current Clients For Help Growing Your Business Including Referrals! – Brent Teague

Brent Teague twitter

Be Yourself In All Your Content Creation And Social Media Interactions

Nobody wants to do business with a fake personality.

Join A Study Group To Hold You Accountable And Get Different Perspectives – Eric Gabor

Eric Gabor

Communicate With Clients, Both Bad And Good – Biswa

Biswa twitter

Define Your Target Market clearly And Pick A Niche – David O’Leary

  • Give away your advice for free in the mediums you’re most comfortable
  • Write articles
  • Record videos
  • Produce podcasts
  • Distribute your content in the places where your target market is paying attention to.

David O'Leary twitter

  • How to Build a “Riches In Niches” Financial Planning Business

    Read More

You Can’t Be Everyone’s Cup Of Tea – Joy Lere

It is an inevitability of life. Instead of draining yourself attempting to please everyone, invest your energy in showing up as your best self. Serve the clients who cannot get enough of you and what you have to uniquely offer.

Joy Lere Twitter

Be A Giver – Zack Hubbard

Give your expertise and advice wherever you can. Give more than you take, and good things will follow. And of course, be yourself. As said in The Go-Giver, “The most valuable gift you have to offer is yourself.”
Zack Hubbard

Key Takeaways

We took to Twitter, and we got A LOT of amazing feedback from other advisors and marketing professionals. We hope that these tips help you bring something extra to your marketing strategy so that you can create a stronger advisor website. It’s more important than ever as the world has gone fully digital as of late, so start utilizing these key components and watch your lead generation soar.

Struggling With What Content to Share on Social Media or via Email?

We are offering access to our content for advisors to use via Lead Pilot for 14-days completely free (even on our month to month plans).

Get All The Details Here

About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.

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