The basic progression in every financial advisor marketing sales funnel is: Stranger, visitor, lead, prospect, and client. Brief descriptions of these primary stages in the new client sales cycle include:
- Stranger: You don’t know the investors and they don’t know you
- Visitor: The investors have viewed content on your website
- Lead: You have obtained the visitor’s contact information
- Prospect: You have talked to the lead and there is mutual interest
- Client: A prospect has signed your service agreement
Digital marketing is responsible for converting strangers into website visitors and converting those visitors into qualified leads. Then, the sales skills of financial advisors are responsible for converting leads into prospects and prospects into clients.
Every stage of your financial advisor marketing strategy is critical because it leads to the next stage. Find out how Paladin can help!
Why digital marketing for financial advisors? It makes sense for advisors to market their services on the Internet because that is where investors go to find financial advisors and information.
This article will describe five proven ways digital marketing produces new clients for financial advisors.
1. Search Engine Optimization (SEO) for Advisor Websites
SEO involves optimizing your website’s content to rank higher on search engines such as Google. This can help strangers find your website when they search for financial advisors in your area.
Search engine optimization (SEO) is a crucial element of digital marketing that can help advisors attract new clients to their websites. By optimizing their website and online presence for search engines, advisors can increase their visibility and attract potential clients who are searching for various types of financial advice.
For example, one of the ways SEO can help produce new clients is through increased website traffic. With more people visiting the advisors’ websites, there is a higher chance that they will convert into qualified leads, prospects, and clients. This is especially true if the website is optimized for conversions, such as having clear calls-to-action, free offers, and a user-friendly design.
Another way SEO can produce new clients is by improving local search visibility. 62% of investors search for financial advisors in their local area, and if an advisor's website ranks high on local search results, they are more likely to attract potential clients near them. Financial advisors can optimize their website for local SEO by including their business name, address, and phone number (NAP) on their website and other online directories, such as Google My Business.
Lastly, SEO can produce new clients for financial advisors by improving their credibility and authority in the industry. By creating high-quality content and optimizing it for search engines, financial advisors can position themselves as experts in their field, which can increase their credibility and authority.
This can help attract potential clients who are looking for reliable and trustworthy financial advice. By regularly publishing informative and helpful content, financial advisors can also establish themselves as thought leaders in their industry, which can further enhance their credibility and attract new clients.
2. Content Marketing for Financial Advisors
Content Marketing: Creating high-quality, relevant content on your website such as blog posts, whitepapers, and eBooks can attract potential clients to your website and establish you as an expert in your field.
Content marketing is an effective strategy that is used to attract and retain new clients. One way content marketing can produce new clients is by building trust and credibility. When financial advisors create high-quality content, such as blog posts, videos, and social media posts that offer valuable information and insights, they can demonstrate their expertise and build trust with their audience.
This can lead potential clients to view the financial advisor as a trusted source of high-quality information, making them more likely to seek out their services when they are ready to start their interview processes.
Another way content marketing can produce new clients for financial advisors is by increasing their visibility and reach. When financial advisors create content that is informative, engaging, and shareable, they can increase their visibility online and attract a wider audience. This can help financial advisors reach potential clients who may not have otherwise found them through traditional marketing methods, such as word-of-mouth referrals or local advertising.
Content marketing is a great way for advisors to generate leads and convert them into active prospects. By creating content that is tailored to the needs and interests of their target audience, advisors can attract potential clients who are actively searching for information on financial planning and investment management.
Through lead generation tactics such as calls-to-action and landing pages, financial advisors can encourage potential clients to take the next step and schedule an online consultation or an interview. This can ultimately lead to new clients and a steady stream of business for the financial advisor.
3. Social Media Marketing for Financial Advisors
Social media platforms such as LinkedIn, Twitter, and Facebook provide an opportunity for financial advisors to engage with potential clients, share relevant content, and establish themselves as thought leaders in their field.
Targeted Advertising: Social media platforms like Facebook and LinkedIn allow financial advisors to target their ads to specific demographics, interests, and behaviors. By using advanced targeting options, financial advisors can reach the right audience and generate quality leads.
Content Marketing: Social media is an excellent platform for financial advisors to share informative and educational content about personal finance and investing. By creating high-quality content that resonates with their target audience, financial advisors can attract potential clients and generate more leads.
Networking and Referrals: Social media provides an opportunity for financial advisors to build and nurture relationships with their existing clients, peers, and industry influencers. By engaging with their followers and building a strong online presence, financial advisors can increase their chances of getting referrals and generating leads.
4. Paid Advertising Campaigns for Financial Advisors
Paid Advertising: Pay-per-click (PPC) advertising on search engines or social media platforms can be an effective way to generate leads. By targeting specific keywords or demographics, financial advisors can ensure that their ads are seen by potential clients
Search engine marketing (SEM) is an effective way for financial advisors to generate new clients. SEM includes various advertising methods such as pay-per-click (PPC) advertising, Google Ads, and social media advertising. By utilizing these methods, financial advisors can improve their online visibility and increase their chances of attracting new clients.
SEM also allows financial advisors to target their ads to specific demographics, locations, and interests. This means that financial advisors can reach their target audience more effectively, which increases the likelihood of generating new clients. By creating ads that are relevant and appealing to their target audience, financial advisors can increase their chances of attracting potential clients.
Secondly, SEM offers financial advisors the opportunity to track and measure their advertising efforts. This allows them to understand which ads are performing well and which ones need improvement. By analyzing their advertising data, financial advisors can make informed decisions about their advertising strategies and adjust their approach accordingly.
Lastly, SEM enables financial advisors to promote their services to potential clients who are actively searching for financial advice. By targeting keywords related to financial planning and investment management, financial advisors can appear at the top of search engine results pages, making it easier for potential clients to find them. This not only increases the likelihood of generating new clients but also positions the financial advisor as an authority in their field.
5. Email Marketing Services for Financial Advisors
Email Marketing: Sending personalized, relevant emails to potential clients can help build a relationship with them over time. This can lead to increased trust and ultimately lead to more clients.
Email marketing can be a powerful tool for financial advisors to generate new clients. Firstly, it allows advisors to communicate with their existing clients and stay top-of-mind with them. By sending regular updates on market trends, investment insights, and other relevant information, advisors can demonstrate their expertise and build trust with their current clients. This can lead to referrals and recommendations to their friends, associates, and family, which can result in new clients.
Secondly, email marketing can be used to target new prospects who may be interested in financial services. By creating targeted email campaigns that address specific needs or concerns of potential clients, advisors can effectively reach out to their target market and attract new leads. For example, a financial advisor might send an email campaign to recent college graduates highlighting the importance of saving for retirement early in life.
Finally, email marketing can be used to nurture leads who have expressed interest in financial services but have not yet committed to becoming clients. By sending a series of automated emails that provide value and build trust over time, advisors can convert these leads into prospects and clients. For instance, a financial advisor might send a series of educational emails on topics like debt management, investment strategies, and retirement planning to prospects who have attended one of their financial planning seminars or events.
In summary, email marketing can be an effective way for financial advisors to generate new clients by staying connected with their existing clients, targeting new prospects, and nurturing leads. By leveraging the power of email marketing, financial advisors can increase their visibility, build trust with potential clients, and ultimately grow their businesses.
