It’s becoming more and more difficult to differentiate yourself in the financial services industry, which makes a strong marketing strategy a must for all financial advisors. In a growing digital world, it can be hard to know where to start in your marketing strategy where your efforts will be most effective. You don’t need a massive marketing budget to reach potential clients, but you do need to plan ahead to make your efforts worth the time. If you don’t know where to start, have no fear! These six steps will have your marketing like a pro.
1. Determine Your Niche
Businesses can’t afford not having a niche these days. You might think that targeting a specific group of clients would limit your firm’s reach, but it’s actually the opposite! Defining your target audience will give more value to your marketing dollars and provide more quality leads. As more and more competition grows in the financial services industry, clients will be more likely search for an advisor that is able to meet their individual needs.
To define your niche, clearly establish who you do (and don’t) serve. This will help you speak their specific language, generate and deliver relevant content, and have an effective call-to-action. By targeting your ideal clients directly, your marketing efforts and energy will be spent more effectively.
Below, Dorsey Wealth Management defines its niche right on the homepage of its website. Its blog, social profiles, and other marketing efforts are tailored to that niche to provide relevant and helpful information to a specific audience.
2. Focus on Creating a 🔥 Website
Just because you’re a financial advisor doesn’t mean you should have a drab website. 97% of people search online to find a local business, and 88% of consumer local business searches call the business within 24 hours. Your website is your new first impression and a platform to distribute killer content, so it needs to stand out.
As a financial advisor, odds are you don’t have much experience in design elements, coding, or the nitty gritty details of building a website. Looking at other successful advisor sites is a great place to start! There are plenty of resources out there to help you create your site, but if you’re creating your own, make sure to keep these tips in mind:
- Focus on an eye-catching homepage
- Include a well-structured, detailed services page
- Create a strong About-Us/ Team page to humanize your business
- Don’t forget the Form ADV! You can include this anywhere on your advisor site, but we recommend putting it in the footer of your website as a PDF file.
- Make sure it’s easy to find your contact information and social accounts
3. Don’t Skimp on SEO
In a crowded industry like financial services, SEO (search engine optimization) is one of the biggest things you should focus on when it comes to your website and digital marketing strategy. Your website is only helpful to potential clients if they kind find it amongst the others, which means you must master SEO. By picking the best keywords, focusing in on local search, using internal and external links, and continuously adding fresh content to your site, your website will become more visible and accessible to potential clients. We know it can sound intimidating, but there are plenty of SEO resources to get you off your feet! Read this article to learn about some tools that can help.
4. Content is 👑
Nowadays, there’s more content being created than ever before. Potential leads are stuck in an overload of information, which leaves most financial advisors scrambling to stick out in the crowd. Although blogs are a good place to start, effective content creation goes far beyond writing a blog a month. Today, content includes (but is not limited to):
- Blog posts
- User-generated content
- Case studies
- Press Releases
Whatever type of content you choose, make sure it’s targeted to your niche, engaging, informative, and that it encourages action to turn leads into clients.
Content shouldn’t be sprinkled in a few times a month. You need to be frequent and consistent! You should be posting regularly to keep your clients up to date and put new content out to drive more traffic to your site. We get that making content a priority at your advisor business can be hard among all of your other duties, which is why we suggest making an editorial calendar! There are plenty of free ones online, like this free downloadable one.
5. Leverage Social Media
It’s almost 2019 – you can’t have a marketing strategy without an emphasis on social media these days! According to Hootsuite, there are now 3.196 billion people using social media – which is an audience you just simply can’t pass up to use for your digital marketing strategy. Social media is a great way to humanize your business, distribute content, and reach your niche audience. Although social media is something most people are familiar with, there are certain tips and tricks that can make your social media marketing more effective in generating sales and traffic to your website. Here are some things to keep in mind:
- Be on the right platforms. We recommend the big three: LinkedIn, Facebook, and Twitter.
- Perfect your profile through your summary fields, profile and cover photos, and voice on your posts.
- Share your content frequently!
- Share third-party content that is valuable and reliable.
- Engage and be present!
- Have personality on your profiles.
- Use a scheduling service, like Hootsuite, to keep up with regular posting.
6. Check Up on Your Efforts
After implementing all of the steps above, you’ve spent a lot of time and energy on perfecting your digital marketing strategy. As an advisor and business owner, you always want to know how your marketing is performing so you can be on track with your goals. Otherwise, you risk being inefficient and wasting precious resources. By checking your performance with resources like Google Analytics, you can figure out what’s working (and what’s not) in your strategy. Keep testing and refining until you see growing results!