As a financial advisor, you’re likely inundated with marketing and advertising information regularly. Whether that’s because you subscribe to marketing blogs or have dabbled in some marketing platforms yourself, chances are that the information coming at you regarding marketing your financial advisor firm is plentiful, sometimes contradictory, or even downright wrong.
Continue reading for critical dos and don’ts of financial advisor marketing.
DO take the time to identify your target audience(s).
Notice the plural? That’s because as your business grows, your audience likely evolves. Each new generation of investors has unique needs and behaviors that make it impossible to reach them as well as the more established, older generations. And while one may have more wealth, the other is up and coming, and many are looking for ways to grow their money at a younger age than previous generations.
That means it’s important to not discount these younger consumers as “too young” simply because they are young. Besides, have you taken a look at the ages of Millennials and Gen Z? They aren’t as young as you probably think!
DO understand that content is the glue that holds your financial marketing together.
While there are other essential aspects of your financial advisor marketing efforts, nothing will stick without good content. This means content should lead your actions rather than be an afterthought to your marketing goals and objectives. Ultimately, yes, you’re a business looking for clients.
Your audience knows that but doesn’t necessarily want a sales pitch when interacting with your online assets. However, if you can provide the information they seek with your content, users are more likely to take the following steps, such as signing up for your emails or setting up a meeting to learn more about your services. This approach takes patience and time but has a much higher payoff than sending visitors away from your financial advisor website with a bad taste in their mouth.
DO go all in on digital.
This is a non-negotiable for financial advisors looking to advance in today's marketplace and definitely tomorrow. While we’re not driving flying cars and teleporting as many sci-fi movies predicted by now, we are living in a rapidly evolving, digital environment that will quickly move beyond non-adopters. This includes but is not limited to social media, website SEO, display and search advertising, email marketing, and whatever is coming up next!
DO set a realistic budget and goals.
For organic and paid digital marketing for financial advisors, goal setting is crucial in determining if critical marketing efforts are successful. Without knowing where you started, it’s hard to see how far you’ve come. This is just as important for paid digital marketing efforts, with budget added to the mix.
Pro tip: Using an analytics platform to track and measure conversions can incorporate all of the above metrics to determine what it costs to gain a conversion.
DO become a trusted resource for clients and potential clients.
Ultimately, consumers searching for financial advisor resources online are looking for information and a better understanding of how a financial advisor can help them meet their financial goals. By taking the proper steps to ensure you’re seen as a trusted resource, you’re putting your financial advisor firm in a positive light for not just that visitor but others they refer to as well as a result of their positive experience.
DON’T ignore your online metrics.
While monitoring goals and budget are essential from a campaign perspective, your online metrics for your financial advisor website, social platforms, and other online assets are vital to your financial advisor marketing success. Analytics platforms such as Google Analytics can measure every performance metric on your financial advisor website that you could possibly want, and then some.
DON’T underestimate the importance of branding and online reputation.
Financial advisor marketing can benefit more than simply bringing in leads. In fact, a strong marketing plan starts by establishing consistent messaging, themes, and branding elements. That’s because when it comes to branding, consistency is vital. After all, it can take many times for a prospective client in your target audience to see your financial advisor content before deciding to click.
DON’T forget about your current clients.
There’s no guarantee that a current client will remain a client forever. This is why client retention should be a part of any financial advisor marketing campaign. If your clients feel like their financial advisor is accessible and responsive and is receiving regular communication, that can go a long way toward retaining that client.
DON’T be afraid to try new things.
From social media to virtual meetings, the pandemic — among other things — has shown us that just because something was new didn’t mean it wasn’t practical. In fact, while in-person communication came to a screeching halt, financial advisors had to adapt to a new way of doing business to stay in business.
DON’T go it alone.
Contrary to some opinions, everyone is not a marketer. Effective marketing takes experience and skill beyond sending emails and writing blog posts, especially in today's digital environment. Fortunately, there are many resources for financial advisors who need help planning and executing their marketing efforts.
This support can come in the form of a freelance marketing professional doing some market research, all the way to partnering with a full-service digital marketing agency to serve as an extension of your business by handling your financial advisor marketing from start to finish. The best part is that you can decide what level of support you need, reach out to the professionals, and take it from there.
Connect with our team at PDM to explore where you’re currently headed – it’s time to strategize!
