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
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What’s the best piece of advice you’d give to someone just starting out on how to market their advisory business?
I’ll send to those 5 that get the most likes tomorrow. pic.twitter.com/HbPeX3aqWg
— Samantha Russell 👩🏼💻 (@SamanthaTwenty) June 24, 2020
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®
Don’t Be Afraid To Try New Things – James Werner CFP®
Google Analytics For Financial Advisors
Your Questions, Answered
Be Authentic – Dasarte Yarnway
Know Who You Want To Work With And Talk To Them In All Of Your Content – Arlene Donley Moss
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
Build A Network Of Relationships With Amazing Centers Of Influence –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
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.
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?
Be Consistent With Your Message Across Your Different Channels And Also With Your Stream Of Content – 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
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.
The Goal Is Progress, Not Perfection – 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
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?
embracing Your Age Is Helpful – Larry Sprung, CFP®
Nothing ‘Works’ Just Do A Lot Of It – Daren Blonski
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.
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
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.
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.
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.
How One Advisor Grew Exponentially Through Niche Marketing With
Chad Chubb CFP®, CSLP®
You Have To Convince Yourself That You’re Worthy Of Getting Business Before You Try To Convince Anyone Else – Melissa Joy, CFP®
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
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.
Be True To Yourself So You Attract Clients Who Exude The Same Life-Giving Energy – Lazetta Rainey Braxton, MBA, CFP®
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
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
Use Your Resources –Kaley Poulicakos
- Ask questions.
- Make connections.
- Try to learn something new every day.
- Use data to make sound and accurate decisions.
Free Digital Marketing Resources
For Financial Advisors
Read StoryBrand By Donald Miller And Apply It To every Piece Of Marketing You Do!
By Donald Miller
Learn By Doing – Andy Mardock, CFP®
There is no other way.
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:
- Surveying the Competitive Landscape
- Clearly Identifying your Target Market
- Identifying Your Firm’s Benefits
- Writing it Down
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
Just Go And Don’t Forget To Breathe – Amar N. Shah, CFA, CFP®
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
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
Communicate With Clients, Both Bad And Good – Biswa
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.
How to Build a “Riches In Niches” Financial Planning Business
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.
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.”
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 7-days completely free (even on our month to month plans).
About the author
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.