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, social media posts, etc. Here are some ways financial advisor marketing will change in 2019.
Financial advisors have the option of writing, editing, and optimizing the content for investor use (leads, prospects, clients) or they outsource this type of marketing to a professional content creator. Successful advisors know there are several ways of communicating with their targeted audience, prospect, or existing client. The best marketing strategies will use each channel of communication depending on the audience they are intended to reach.
What is the 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.
There are four primary types of marketing communications:
- Information about financial topics
- Information about financial advisors
- Information about your firm
- Information about you
Written communication will always impact your success by converting leads into prospects and prospects into clients.
However, investors are changing they way learn about investing and saving.
Why is that? Because studies are showing that our brains retain more information when what we are reading or hearing is paired with visual aids. These days investors are choosing more and more to watch videos to learn 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’s content must convert visitors into qualified leads by convincing them to give-up their anonymity and submit their contact information. But, how do people find your website? There are 2 ways: organic and direct. Organically, means an investor has typed keywords into a search engine and your page shows up in the results. Directly, means the investor types in your website URL directly into their browser.
Pages on your website can contain: 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. Once you have your website up and running, it is important to take a closer look at what is working and what is not working. What pages are people looking at? What are they clicking on? Are your CTA’s working? Using this information can help you to make updates to your messages as needed. And don’t forget, once you have a piece of content that has resonated, you can always repurpose it!
Having a blog attached to your website will:
- Increase your visibility on the Internet
- Promote your brand
- Produce traffic for your website
- Enhance your credibility
Blogging is a way for you to produce fresh content on topics that your audience cares about. Search engines love fresh new content. The more you are able to produce, the higher your organic rankings will go. The higher your rankings, the more traffic to your website. But, it’s not enough to just put article after article on your blog. The articles should contain the keywords that your ‘buyer persona’ types into their search engine when researching a specific topic. It is important to take the time to develop a strong list of keywords based on your buyers persona and then plan your articles accordingly.
Blogging can also set you apart and help shape your brand. What sets your firm apart from all of the others competing for the same clients? What makes you so special? Blogging will let you share your firm’s ethos, vision, and personality through the articles you write.
By connecting with your optimal client by writing about what they want to read or solving for problems or questions they have, your credibility with them increases exponentially.
As a financial advisor, using social media comes with compliance regulations. It is important to know what you can and cannot post. Here are a few tips to make sure you are compliant.
There are several different social media platforms that a financial advisor can use, here are the main ones: Facebook, Twitter, LinkedIn, Instagram, YouTube, or Pintrest. Once you have segmented your target audience, you will be able to choose on which platform it makes sense to post for each audience.
It is possible to ‘set it and forget it’ for some types of your social media posts, such as your blog articles, depending on the type of marketing software, or CRM, your firm uses. But, for the most part being social on social media will take time and effort. Creating original content or using curated content to post or tweet on a daily or weekly basis requires perseverance. That is why many financial advisors use the services of a social media expert. This can be a dedicated employee at your firm, or you can outsource this type of marketing to a professional.
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.
You should consider eBooks an exchange of information. You are exchanging your eBook for the investors contact information. This should be a win-win for you both. The investor is able to download a free eBook on a topic they want to read about, and you receive their contact information to followup with them.
The best eBooks to include as offers on your website are ‘guides’ or ‘how to’s’. They can be a step by step instruction ebook for an investor looking for financial help, such as ‘how can you save for retirement?’ or ‘your guide to retiring a millionaire’.
Drip emails are a way to keep your name in front of leads and prospects. They are also a way to produce new business opportunities for your firm. You can even use drip emails to obtain referrals from current clients.
People receive many emails, the ones they are more likely to read are the personalized kind. If you want to increase your open rates, personalize the subject line. People want to feel that you are trying to connect with them individually, not just sending out a mass email that everyone receives. Segmenting your email list using various data points and then creating thoughtful emails are the best practices to use.
White Papers are the perfect way to showcase your knowledge and understanding of a financial topic. By including these in-depth articles on your website you will be increasing your credibility with the investor that is reading them. White papers differ from the other content on your website. They are comprehensive research articles that can help educate investors about a particular financial methodology or product. The best ones will solve for an investors pain point or points. An investor will only read such a lengthy article if it will benefit them and solve for the question or problem they have.