Is Your Marketing Sending The Right Message?
With proper marketing planning and strategy, you can target prospects, convert leads and turn existing clients into regular sources of referral tracking.
Digital marketing is crucial to being competitive as a financial advisor in today’s market. But don’t forget to market your business the old-fashioned way, with direct mail and physical advertisements in your community.
You disengage from your community when you neglect traditional financial advisor marketing programs. Use traditional marketing planning and strategy for both lead generation and client retention.
The best-laid marketing programs for financial advisors have a deliberate mix of three elements:
At C2P, we equip you with customizable, creative content courtesy of skilled industry experts. This includes seminars, videos, images and website content. We design all of the above to deliver the “wow” factor that can prompt high-net-worth clients to get in touch for holistic planning services.
We also make it easy to deploy this creative content at scale through powerful marketing automation.
The right marketing strategy deploys the right content at the right time. Top advisors do so by creating a marketing strategy that makes a memorable customer journey with these three principles.
Engaging marketing content gives clients multiple opportunities to engage with your brand.
For example, The Bucket Plan® gives you an easy method to showcase how the markets affect different products in your clients’ portfolios. This offers clients an easy way to refer your services to their network when discussing market updates with friends and family.
Like many other financial professionals, the SEC restricts how advisors like you can market. Any marketing strategy must consider all compliance aspects and ensure proper tracking to enable risk-free innovation.
A great marketing strategy goes beyond attracting new leads to your company. It creates a process that takes a prospect to a happy client in a quick way that you can repeat again and again.
11 Digital Marketing Tips to Drive Business
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Are you looking for a growth-minded approach to getting new client recommendations and tracking referrals?
The most successful financial advisor marketing programs use your best resource — happy clients. When you delight them, they’ll tell their friends. So it’s essential to have a referral-tracking system in place.
As a financial advisor, you have a unique advantage that makes it easy to request referrals. That’s why the best time to request a new client referral is after your current client’s first retirement distribution. At this time, your clients get to experience the real benefits of putting their investments into your hands.
Are You Ready To Grow As A Financial Advisor?
Let our digital marketing experts help you develop your business, your brand and even your team! Our affiliate advisors gain access to a team of financial marketing pros who help you build your business.
Each advisor receives a one-on-one holistic marketing approach that empowers you to deliver better holistic financial advice to your clients.
The goal of C2P marketing planning and strategy is to guide you with customizable collateral that boosts your competitive edge. This helps you keep your prospects and clients engaged — effortlessly.
Marketing strategies for financial advisors guide each prospect through the sales funnel, from prospect to paying client.
The marketing plan is a working document that you should review and revise regularly and make easily accessible to employees for reference. Financial advisor marketing strategies should include detailed information about policies, procedures and approved content.
First, prospects give you their contact information to access a piece of gated content you’ve produced. This takes them from the prospect stage of the buyer’s journey to the lead stage.
Next, leads move further through the sales funnel as both the marketing and sales departments qualify them. You continue to provide them with valuable content and allow them to get to know you and your business better. They gradually feel comfortable enough to schedule a call or meeting.
Finally, you hand them off to sales and let the closers convert them into happy clients.
The most successful marketing strategies for financial advisors are SMART:
Here are some quick examples:
You can implement many different marketing strategies to grow your business. However, five of them have a significant impact without a significant up-front investment of time or capital. Let’s dig in.
Build your customer personas. What factors or traits make up your ideal client? Answering this question helps you understand your clients in depth.
With this understanding, you can concentrate your efforts on more relevant and personalized content. This content benefits relationships with existing clients and attracts leads who are more likely to convert. Write out a bio on your ideal clients as an exercise to understand them better.
Understand your target audience. Segment your target audience into three to five personas. Then, use hyper-targeted messaging to alleviate those personas’ pain points. After leads become clients, give them one-on-one advice tailored to their specific needs.
Keep this in mind: No matter how targeted your digital marketing is, you can never fully control who sees your content.
Again, the most successful marketing programs for financial advisors use your best resource — happy clients. They lead to positive word-of-mouth marketing.
You must have a system in place for requesting and tracking referrals.
Let your clients know that you’re a valuable resource for both them and their loved ones. Package your pitches into easily repeatable, exciting stories that they can tell friends over cocktails at a charity event. Watch those referrals start to trickle in, and offer your services to their friends and family.
Additionally, invest in your local community. For example, host retirement workshops, partner with local businesses or sponsor events. Volunteer for financial literacy programs — it’s another great way to build trust and recognition.
Again, when you become a pillar of your community, everyone nearing retirement age knows your name.
→Looking for more marketing resources? Watch our on-demand marketing seminar, Help Prospects Find Your Financial Practice Faster.
In a 2019 survey, 85% of respondents said that they’d consider communication style when deciding whether to retain an investment advisor.
Effective client communication is vital to two major actions:
When you build your authority and credibility as an expert, your audience puts more trust in you.
Holidays are great times to connect with clients and generate leads. A personalized note, year-end financial tips or client appreciation event can keep you top of mind. You can also send promotional products or corporate gifts to show gratitude.
Even something as simple as a handwritten birthday card adds a human touch that other investment advisor marketing can miss.
One advisor recalled an anecdote on an episode of the Rainmaker Multiplier On-Demand Podcast. The client had mentioned they were planning a trip to Tahiti for his wife’s birthday. The advisor’s team sent them a travel book on Tahiti in return!
Define your brand. You might believe “brand” is just another word for “logo” — in-the-know wealth pros know your brand is so much more. What makes your investment advisor marketing different? What problems do you solve better than any other financial practice?
Increase your brand awareness. Once you’ve built a lead generation system, you’re ready to increase brand awareness and market your brand to the digital world. Employ the proper search engine marketing (SEM) strategies. They help you build digital brand engagements with new leads who start their customer journey off on the right foot.
Measure your results. You can analyze your efforts to see lead generation and conversion results. Metrics are crucial to learning what worked and what didn’t. When you know them, you don’t waste your valuable advertising budget on approaches that don’t bring in new business.
The best marketing strategies for financial advisors embrace and adopt the latest technology to grow your business.
When COVID hit, virtual seminars became the No. 1 way to meet with clients and stay current on what’s happening in the industry.
Digital marketing is impossible without tech. Most customer relationship management (CRM) software companies offer you free educational tools. Use them so you get the most out of the system you pay for!
If you’re unhappy with your current system, do some research. You can discover whether another software-as-a-service (SaaS) product would better fit your needs as a company.
Want to learn more about how we at C2P Enterprises can help you market your financial advisory business? Schedule a free 20-minute consultation!
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