Your advisory firm’s marketing strategy is how you differentiate yourself in the financial advising industry and is essential to the success of your business. Having a strategic plan in effect is a must when it comes to executing your marketing goals.
Incorporate these 6 easy steps into your marketing strategy to help optimize your marketing efforts to reap the results you have been aiming for:
Step 1. Know Your Niche
Serving your niche is critical when it comes to marketing as a financial advisor. Your niche is a way for you to target a specific group of people and cater to them. Having a clearly defined niche will be immensely helpful for you as you embark on your marketing efforts because you will know where you should be focusing your time more. For example, if your niche market is millennials, then you may want to spend more time on enhancing your social media presence verses sending out newsletters. Whoever your niche market is, make sure you determine where to reach them the most effectively.
Below, Twenty Over Ten client, Women Of Substance clearly illustrates on their homepage that their niche market is baby boomer women. The fee-only financial planning firm is committed to helping independent women who have devoted themselves to building a career in the professions. Once you know who your niche is, then you are better able to cater your website, social media, and other marketing efforts to your niche to show that you are here to meet the needs they may have.
step 2. Have an amazing website
Think of your advisory website as your firm’s first impression! According to HubSpot, 55% of your readers spend less than 15 seconds on your site. That is a small window make an impact, so it’s critical that you make sure your important information is easily visible from the moment people land on your homepage. Your website is your most important marketing tool and it’s essential that it effectively represents who you are as a firm. To make your website user friendly, it’s critical that your website flows effortlessly, and that readers have an easy time navigating through your website.
Sometimes working with a professional is the best route to go when it comes to designing your website. With the help of a design expert, you can make your website really stand out in the crowd! We specifically designed the Twenty Over Ten platform with both the user and builder and mind. Not only will you build a site you love, but clients will swoon over how professional it looks!
step 3. Invest in SEO
SEO ranking factors are as important to your site as the site itself. That’s because investing in your website’s SEO content is essential to maintaining a top spot in Google’s search results. Investing in your SEO can take a great deal of time and effort, but it’s necessary and worth it to drive more traffic to your website. A good SEO strategy involves internal and external links, proper headers and tags, keywords, generating new content for your clients, and more. Whether it’s strategic keywords, creating fresh content, or internal linking, your SEO ranking is crucially important to making your website more visible to potential clients. The good news is, all these activities are free so it’s a very cost-effective way to promote your website!
step 4. Create valuable content (i.e. blogging)
It can be overwhelming and at times seemingly impossible to constantly produce fresh, relevant content on your advisory website. The good news is it doesn’t have to be so daunting to generate content. This is where blogging comes into play! Blogging is a fun, creative way to get relevant content in front of your prospective and current clients. Blogging is a key factor to the success of your advisory firm’s marketing strategy; in fact, 55% of marketers say blog content content creation is their top inbound marketing priority. By creating blog content that provides value and educates your prospective and current clients on your service offerings and your area of expertise, you are increasing brand trust and letting your site visitors know that you have the means to help them in their time of need. In today’s day and age, blogging is a necessity when it comes to increasing your SEO rankings because it drives more visitors to your site. If blogging isn’t one of your top properties for generating content, then it should be!
In the example below, Twenty Over Ten client, C.L. Sheldon & Company produces consistent content on their blog, catered to their niche of military officers. Through providing specific content that benefits their target audience on their blog, they show the unique value they provide to their niche.
step 5. Use social media
There are numerous benefits that your advisor business can get from using social media in its marketing strategy. Not only is social media is a great tool to heighten your brand and engage with your audience, but it’s also a means you can use to boost traffic to advisor website. When it comes to social media, the most important thing is that you post consistently. After all, what’s the point of having social media profiles if you do not frequently post content and engage with your followers? It’s also immensely important to look at your analytics to determine which social media platforms your target audience is spending the most time on. For example, if your analytics show you that your target audience is engaging more on Twitter than on Facebook, then it would be wise to spend more of your time posting content on Twitter than on Facebook.
The screenshot below illustrates analytics for the Twenty Over Ten Twitter account. Analytics indicate things such as gender, lifestyle, top interests, etc. of your followers. Your analytics help you better gauge who you should be catering to on your social media platforms.
step 6. leverage email marketing
If you think email marketing is no longer a relevant means of marketing, think again! As the use of technology continues to rise, the importance of email marketing continues to grow. In fact, 61% of consumers prefer to be contacted by brands through email. When it comes to optimizing your email marketing, it’s so important to personalize your email campaigns! This is where utilizing email list segmentation comes into play. The beauty of list segmentation is it makes certain that people are getting emails that they want and care about. Email list segmentation works by separating up your email list based on factors such as as buying preferences, demographics, background, etc. If you want to send tailored email campaigns that people actually want to read and improve your open rates, then segmentation is just what you need to incorporate into your email marketing strategy!
We hope that you found this to be helpful so that you can improve your marketing plan! Incorporating these six steps is a great way to optimize your marketing efforts and get the outcomes that you have been searching for.