More financial advisors are embracing fintech and digital marketing strategies to run their firms, but the written word still dominates financial advisor-investor communications: Website content, eBooks, sales material, drip emails, performance reports, market outlooks, etc. Here are some ways financial advisor marketing will change in 2019.
Someone has to write, edit, and optimize the content for investor use (leads, prospects, clients).
Best Use of Your Time
What is the highest and best use of your time? Probably the activities that make you the most money. For example:
- Selling advice and services to prospective clients
- Producing financial plans
- Investing client assets
- Meeting with current clients
There is a good chance the highest and best use of your time is not writing the various types of content you need to market your services and manage client relationships.
Even if you are good at it, you will make more money winning new clients and servicing current clients.
It may make sense for you to contract out for different marketing services such as: graphic art, blog writing, website design. Outsourcing your internet marketing strategy will free up your time to do what you do best: work with your existing and potential clients.
We have found there are four primary types of written, marketing communications:
- Information about financial topics
- Information about financial advisors
- Information about your firm
- Information about you
Written communication will always impact your success converting leads into prospects and prospects into clients.
Why? Savvy investors may trust what they see more than what they hear. These days investors are choosing more and more to watch videos to learn more about a product or service while viewing online content. That is why videos are another great way to communicate with your audience.
Your most important content will reside on your website. That is because your site’ content must convert visitors into qualified leads by convincing them to give-up their anonymity and submit their contact information.
The written communications can include: Content about your firm, biographies, case studies, free offers (eBooks), and whitepapers on various financial topics. Having a website that engages your target audience should be high on your marketing to-do list. A well designed website will create interest and clients!
We can write and produce blog articles that are used to:
- Increase your visibility on the Internet
- Promote your brand
- Produce traffic for your website
- Enhance your credibility
Who writes articles? Experts write articles on financial topics that impact investors.
eBooks are a fantastic way to market your services. The eBooks can be educational, promotional, or both. eBooks can be a free offer on your website or integrated into your drip email marketing system.
Drip emails are a way to keep your name in front of leads and prospects. They are also a way to produce new business opportunties for your firm. You can even use drip emails to obtain referrals from current clients.
We manage drip email systems for financial advisors. We can also conduct the market research and produce the email content for you.
We can write papers about financial topics that advisors use to enhance their credibility. The papers can be distributed to advisor clients, prospects, and listings in drip systems.