Change is a constant. Social circumstances and market events this year have necessitated a shift in marketing ideology for financial advisors. The prospecting strategies of yesteryear, or even a few months ago, can no longer be relied upon to grow your practice.
Marketing techniques need to evolve regularly for advisory firms to stay relevant. In this article, we’ve compiled a list of financial advisor marketing ideas that can work in the “new normal” of post-pandemic financial services.
Need help building or implementing your marketing campaigns? Good Life Companies offers comprehensive marketing services for advisors. Learn more.
#1: Start Writing Blog Posts
Your blog is the most effective tool in your marketing toolbox. With in-person networking opportunities limited, online presence is crucial to the success of any prospecting campaign. Position yourself as a thought leader in financial planning or wealth management so prospects will be motivated to come to you. You can share your blogs through your social media and email channels, and blogging can be effective to draw in organic traffic via search engines as well.
#2: Optimize Your Website Content (SEO)
Search engine optimization (SEO) is still the best approach for driving organic traffic to your website. But if done incorrectly, it can do more harm than good. Work with a professional team to help you identify your practice’s target keywords and optimize your site’s content to improve your rankings with search engines.
#3: Identify Niche Markets
Casting a wide net in a small pond might work if you’re only searching for local clients. A more targeted approach is required once you expand your practice online. Identify your ideal client and establish a niche marketing campaign. It’s best to work within specific industries or target prospects with common interests. Create multiple niches and develop marketing for each.
For assistance finding the right niche for you, read our blog post on the Top Financial Advisor Niches.
#4: Implement a Referral Campaign
If you’re not doing so already, get into the habit of asking for referrals during client meetings. You can also establish a letter campaign to ask clients for referrals in a mailer. This may seem a little old-school, but the average client will always open a letter from their financial advisor. Thank them for their business, remind them of successes, and ask for a referral.
#5: Submit Articles to Industry Publications
Financial publications like Forbes and Business Insider periodically accept article submissions from financial advisors. This is a great way to get your name out to potential prospects and earn respect from your peers. For best results, contact the publication you’re interested in first to get their submission guidelines. Each magazine or website will have different requirements.
If you’re not comfortable writing the article yourself, consider working with a professional writer to ghost write the article for you.
#6: Set Up Speaking Engagements
The podium is a powerful platform to communicate your vision and financial knowledge to prospects and peers. This can be done in the traditional fashion by speaking at a live event. It can also be done online. The latter takes some adjusting, but those who are good at it will never see a shortage of opportunities. Quality online financial speakers are a rare breed.
#7: Mail Handwritten Cards to Prospects & Clients
Have some personalized greeting cards made and send them out to prospects and clients. You can offer a free consultation, ask for referrals, or simply let folks know you’re out there. Statistics show up to an 80% open rate if you hand-write the name and address on the envelope.
#8: Cultivate a New Hobby
Hobbyists tend to do business with other enthusiasts in their hobby universe. Join a local golf club. Start a model car club. Find a hobby that you can be passionate about and network yourself to others who enjoy the same pastime. For best results, choose a hobby that mass affluent or high net worth prospects tend to participate in.
#9: Set Up a Virtual Lunch and Learn
Inviting prospects to have a lunch and learn about finance is a tried and true technique for bringing new clients onboard. Modify it by setting up a video-conference session and offering free lunch to anyone who registers. This is easy to do with applications like Uber Eats, DoorDash, and GrubHub. Add the luncheon fees to your cost of client acquisition.
#10: Build Your Presence on LinkedIn
While other social media platforms can be helpful to build your brand, serious prospects spend their time on LinkedIn. It’s also more likely that you’ll find professionals who have a need for your services on LinkedIn, and you can target your marketing to reach them. LinkedIn boasts 575 million users, with 260 million users active monthly. That’s a broad prospect pool.
Digital Marketing Channel Ideas
Effective messaging starts with picking the right digital marketing channels. For financial advisors, this could include a combination of the following…
People have been calling for email’s extinction for years, but it remains a thriving platform for many industries. Whether you’re looking to cold outreach B2B prospects or you want to routinely connect with existing customers, email marketing is a valuable tool.
Mastering the art of digital marketing doesn’t necessarily mean you’re posting content everyday across all platforms, it just means that you have a steady online presence on the platforms that matter most. The bare minimum requirement is having a website that’s fully functional and encourages productive user activities, i.e. sign-up forms, phone calling, and other actions to help users turn into customers.
One of the primary branches from digital marketing is ‘content marketing.’ This can come in many forms, from blog articles to videos, and it can be shared via websites or across social media channels.
The main advantage of content marketing for financial advisors is they can build authority in their space fairly quickly. By posting regularly, they can cultivate an audience who is uniquely interested in their expertise. This increased authority can help boost the brand’s Google rankings.
SEO is indeed a powerful tool for driving more traffic to your website, since you publish the content once and it naturally brings leads and traffic to your doorstep.
Another variety of content that’s becoming increasingly popular are podcasts. In the financial space, these could cover stock market news, real estate, or personal finance topics. When you introduce guests to share their expertise, you’ll be able to leverage an even higher level of authority.
The flip side of SEO is PPC advertising, which is a way to get your website showing up in search results through payment. PPC results show up at the top of the search engines with the label “Sponsored” above them.
But paid advertising isn’t relegated to Google, there are also robust options available through Facebook, TikTok, Pinterest, LinkedIn, and other social media platforms that offer paid placements.
PPC works especially well in tandem with organic efforts, like website SEO.
The next frontier of content creation is premium or “gated” content. This is information that is only accessible when people sign-up or pay for access, examples being ebooks, PDFs, whitepapers, or courses (written or video).
Start Marketing Today
Are you ready to define your brand and build your business? Contact Good Life Companies today to learn more about our comprehensive financial advisor marketing services.