As a financial advisor, marketing is essential to grow your business. Using your website and other online tools, you can educate current and potential clients, expand your geographic reach and easily keep in touch with prospects. But it can be hard to know exactly where to start when improving your financial advisor marketing plan.
Here are four of the best ways to reach success in digital marketing for your financial planning business.
1. Define Your Target Audience
One of the most important aspects of setting up a successful digital marketing plan is to define your target audience. When thinking about who to target online and how to reach them, ask yourself the classic Five Ws: Who? What? Where? When? Why?
- Who are your current clients? Think about age, gender, job title, economic status, marital status and other key demographics related to your service offerings.
- Who do you want as future clients? Use the same key demographics and think about them in terms of your business growth goals.
- What are your clients looking for? Yes, they should be looking for a financial advisor, but think about their specific financial needs and how they match up with your service offerings.
- Where do your clients go for information? What websites do they frequent online? Where do they search for news? What social media channels do they frequent?
- When are your clients looking for a solution? Are your ideal clients looking for a short-term fix for an urgent financial problem? Or are they playing a long game, doing extensive research and looking for a long-term relationship?
- Why do your clients choose you? This question will help define what sets you apart from other financial advisors. What is it about you that made your clients choose your business over others?
2. Your Website
A website is one of the most important tools you can have for your business. It works for you 24/7, never asks for time off, and is a great way for prospects to find you.
In order to be found online by prospects, you need to have a website that is modern, up-to-date, and personalized to your niche (see step 1 for defining your target audience).
We have some great resources for you to ensure your website is the best it can be:
- The Best Financial Advisor Websites of Summer 2020
- Financial Planning Website Tips: Generate, Nurture and Win New Clients
- Writing an About Us Page for Your Financial Planning Website
- How to Write an Engaging Biography for your Financial Website
A very important component of your website and digital strategy is SEO (Search Engine Optimization). This is so you can be found when someone does a Google search for your business. Here are some great blogs to help you get started with SEO:
3. Write Useful Content
Whether it’s on social media, your own website or through email marketing, you should always be sure that you’re nurturing your leads with useful, quality content. Don’t tell your followers and clients what they need, listen to what problems they’re looking to solve.
Do you get the same set of questions from all of your current clients? Maybe it’s time to write a blog post addressing those questions. Your current and potential clients will thank you.
Not only does writing useful content build your reputation as a trusted source and financial advisor, but it also helps you remain active and follow up with leads. Studies show that 80% of non-routine sales happen after five follow-ups. So use your content to keep in touch with those who are visiting your website and following you on social media. Alert people when you write a new blog post or send out an email when you have a new service available.
4. Connect on Social Media
3.96 billion people used social media in 2020—that’s more than half of the world’s population. It’s obvious that social media is one of the easiest ways to find success in digital marketing, because so many people use it. Once you identify your target audience and figure out where they spend their time online, meet them there. Be sure to focus your efforts on one platform at a time, especially if you’re just building your social presence. Start with the social media platform your clients are most active on.
Once you know where your current and prospective clients are, here are some basic steps to setting up a basic social media marketing plan:
- Choose your username. Make sure you choose a name that’s simple and easy to find. Your business name may not be available, so you can get creative with formats to find something that works (for example, if @AdvisorWebsites isn’t available, try @Advisor-Websites or @Advisor_Websites). If you think you may want to join another platform down the road, it’s worth it to consider “claiming” the same handle on all platforms for continuity.
- Write a bio. The biography on your social profile should contain a brief description of what your company does and essential information that your clients should know. Depending on the platform, you might want to include a link to your website (if it’s not included somewhere else), business hours or office location. Make sure your bio is reflective of your company culture as well—have fun with it!
- Follow your competition. One of the best ways to pinpoint what kind of content to post is to follow other businesses who you compete with. Look at what they’re posting, who is following them and who they are following. Take note of the hashtags they use, the content formats (videos or photos?) and how many people are interacting with their posts. If you see a profile that has 10,000 followers and only 10 likes on each photo, you probably don’t want to copy their techniques.
|When using social media, be mindful of industry regulations and check with your BD first.|
Continually Improve Your Financial Advisor Marketing
There’s always room to grow when working on your marketing strategy. It’s smart to stay up to date on the latest trends in digital marketing and branding, website design and optimization, content strategy and development, SEO and social media marketing.
But, most importantly, you should work on continually updating your existing website, social media and other marketing tools to make sure they stay up-to-date. You don’t have to tackle everything at once, but improving your strategy little by little will ultimately lead you to success in your financial planning business.
If you need assistance designing your website, writing content or setting up a marketing plan, we’re here to help.