It is no small task, but smaller financial advisor firms can definitely compete with larger financial advisor firms on the Internet by leveraging their unique advantages and strategies that can level the playing field or even tilt it in their favor.
There is untapped potential for smaller financial advisory firms to carve out their own niches and thrive against their bigger rivals. For example, bigger firms may have to satisfy the marketing needs of hundreds or thousands of advisors, whereas smaller firms only have to satisfy the marketing needs of the principals or a few advisors. Consequently, big firms may make the production of leads the responsibility of their advisors.
This blog article will explore financial advisor digital marketing strategic maneuvers and innovative tactics that smaller advisory firms can use to compete with bigger firms on the Internet. From leveraging the agility that comes with their size to employing cutting-edge data-driven technologies, smaller firms have a unique set of advantages at their disposal.
What is the challenge: How can small financial advisor firms compete with bigger firms that have much larger marketing budgets?
This article will describe the key features of a digital marketing strategy that is used by smaller financial advisors who are thriving on the Internet. We'll provide real-world success stories, highlighting how these firms have turned their smaller sizes into strengths, and offer actionable strategies that can help boutique firms compete with industry behemoths.
Smaller firms can focus on niche markets or specific demographic groups, offering personalized services tailored to the unique needs of these clients. This can be a significant competitive advantage, because larger firms may not be able to offer the same level of personalization and attention to detail.
Smaller firms are often much more agile and can adapt to changes in the marketplace or technology platforms more quickly than larger, more bureaucratic organizations. This agility allows them to innovate, whether in terms of the services they offer, the technology they use, or their marketing strategies.
By producing high-quality, informative content that addresses their target audience's concerns and questions, small firms can establish themselves as thought leaders in their niche. An active and engaging social media presence can also help to build a community around their brand, increasing visibility and trust.
Many of the larger firms are owned by big banks and insurance companies. This means that financial professionals have to meet the revenue and profit expectations of layers of management and owners. It is safe to say that financial professionals who work for these firms have to meet assigned revenue requirements to stay there. And, let’s not forget many of these companies are owned by the public so they have to meet the revenue and profit expectations of analysts.
All too often the big firms are represented by sales professionals whose primary responsibility is to sell proprietary products that have the highest profit margins. Whereas, when investors select a smaller firm they may be dealing with one of the principals and not a salesperson.
There are no layers of management, executives, and shareholders that need rising profitability to maximize their bonuses and share prices.
It is not my intent to denigrate wirehouse branch managers and the hierarchy behind them. It is my intent to point out that many of the boutique firms are owned by prior wirehouse advisors.
There is no question that larger firms have bigger advertising budgets than smaller firms. This allows them to dominate the top of the search engines’ page one’s.
Their strength may be their Pay Per Click (PPC) advertising budgets, but their weakness is connecting investors to particular advisors. Think of your own situation. When investors visit your website it is very easy for them to learn more about you or another professional who works there. That is not the case for big firms that have thousands of employees and advisors.
Small firms can compete for visibility on search engines by optimizing their websites and content for relevant keywords. This includes optimizing their website's technical structure, producing valuable content, and ensuring a good user experience.
Small and large firms can use this strategy. Large firms may produce more content. This means smaller firms may have to dig a little deeper to identify keywords that are used by their ideal types of clients. Pay particular attention to the keywords’ traffic and competition.
It is dangerous to assume investors do not know who is withholding information from them when they visit financial advisor websites. For example, some advisors publish their fee schedules, other advisors describe how they are compensated (an asset-based fee), and some advisors do neither.
The connection you are looking for is transparency equals trustworthiness. Advisors who disclose information are more trustworthy than advisors who withhold information.
Big firms tend to withhold information. They let their names do the selling.
Offering an exceptional client experience can lead to higher retention rates and word-of-mouth referrals, which are invaluable for growth. Small firms can often provide a more personal touch, making clients feel valued and understood.
Forming strategic partnerships with other professionals or firms can expand a small firm’s scope of services. This can include partnerships with legal professionals, tax advisors, independent trust officers, or even other financial advisors who provide non-competitive services. You do not want to affiliate with professionals who provide the same services that you do.
Utilizing the latest financial technologies can help small firms streamline operations, improve client communication, and offer sophisticated analysis and advice without the need for large teams.
Increasing amounts of work are being completed by software that is being used by financial advisors at big and small firms. At a minimum, this can level the playing field between professionals and firms.
Small financial advisors cannot take physical possession of their clients’ assets - except their fees. This means they have custodians who provide this important function.
Big firms may have brand name recognition, but so do the brand name custodians: Schwab, Fidelity, LPL, Pershing.
How do smaller firms leverage the size, scope, and security of their brand name custodians? By publishing a page on their website that provides key information about the custodian. This is vital information for making investors feel safe.
Competition on the Internet is not just about size, but about how effectively a firm can connect with its target audience, deliver value, and stand out in a crowded market. For these reasons, smaller firms, with their flexibility, focus, and personalized service, can certainly compete effectively against larger firms where change and innovation are more difficult to achieve.