Updated: Jul 30
Marketing is crucial to the success of any business, and financial advisory & planning firms are no exception. In fact, it's arguably more important for financial advisors to effectively market their services and expertise as it helps in gaining more clients, establishing trust, and fueling business growth.
A well-executed marketing plan can help financial advisors reach out to potential clients that they may have otherwise missed and stand out from competitors. In this blog post, we will provide an ultimate guide to six proven marketing strategies that smart financial advisors can use to create an effective marketing plan and increase client acquisition.
Building a marketing plan for financial advisors
Before you can implement any marketing strategies, it's essential to establish a clear marketing plan. Understanding the marketing plan’s core ingredients will help you create and measure effective campaigns that will generate revenue and build a strong brand.
STEP 1: Identifying marketing goals
To create an effective marketing plan, the initial step is to outline the desired outcomes and goals. Financial advisors must establish specific and measurable targets that align with their business strategy, geared toward enhancing revenue, acquiring new clients, and growing the business. It is essential to realize that your client acquisition journey, as a financial advisor, may take some time, and therefore, managing expectations is vital. Not having a clearly defined goal can lead to frustration in your marketing activities.
One critical aspect that financial advisors tend to overlook is their Google Business Profile. However, potential clients may rely heavily on this profile to evaluate your services.
TIP: It is crucial to provide accurate contact information, select the correct category for your listing, include a link to your website, and encourage existing clients to leave reviews. These steps will help establish trust and credibility, giving potential clients a reason to choose your services over your competitors. By implementing these measures, you can significantly enhance your business's chances of success.
BONUS TIP: Home businesses face distinct challenges, such as the inability to list a street address due to the lack of permanent signage. It is important to understand the guidelines specific to your type of business to avoid penalties or repercussions related to your business listing. Stay informed and ensure compliance with the applicable rules and regulations.
STEP 2: Identifying the dream clients(s)
Determining your ideal client is a crucial step in developing impactful marketing strategies. As a financial advisor, it is essential to customize your marketing messaging according to the needs, values, and behaviors of your target audience. It is perfectly acceptable to have multiple target audiences initially, even five or more. This allows you to experiment, learn, and identify what resonates best with each group. By finding commonalities between these audiences, you can identify your niche and focus on refining and amplifying what works effectively. Remember, ongoing testing and learning are key to successful marketing efforts in the financial advisory space.
STEP 3:Highlighting what makes you unique
Highlighting what makes you unique help financial advisors distinguish themselves from competitors. Identifying what makes you and your business different and highlighting those points in marketing can be a powerful tool in generating leads and building recognition.
This can feel overwhelming at first. If you're just starting out start posting content on social to see what resonates.
Proven marketing strategies for financial advisors & planners
Now that we've identified the core ingredients of a successful marketing plan, let's discuss the six proven marketing strategies that financial advisors can use to increase client acquisition to help achieve their business goals.
Effective branding is essential to differentiate your firm from competitors and establish a unique identity in the market. Financial advisors can develop their branding using consistent and professional images, and messaging across various media channels.
2. Content marketing
One of the most effective ways for financial advisors to attract clients is through the use of valuable content marketing. Financial advisors can create and share content such as blogs, articles, checklists, podcasts, and videos that provide educational value to their target audience.
Social media marketing has become a critical component of marketing strategies today. It provides an effective way to connect with potential clients and build brand awareness. Depending on what social channels are approved for at an organization, financial advisors can leverage social media platforms such as LinkedIn, Facebook, Twitter, and Instagram to connect with potential clients, build their brand, and share educational content.
Posting a straightforward message like "2023 has presented us with unique challenges. Do you have any questions? I am here to assist you! Contact me today." can significantly contribute to building trust with your audience. However, it's important to be prepared to address their inquiries and understand that this type of message may not result in an immediate sale. It is worth noting that, especially during the COVID-19 pandemic, I saw this "I'm here to help" approach to be very effective in generating leads. While it did not generate an immediate sale, it led to referrals because the recipients appreciated the valuable assistance they received. So, don't underestimate the power of providing support and making a positive impact on your audience.
Posting a straightforward message like "2023 has presented us with unique challenges. Do you have any questions? I am here to assist you! Contact me today." can significantly contribute to building trust with your audience.
If you have been writing how-to content that doesn't seem to resonate with your audience, it may be time to shift your focus to the problem-aware stage of the customer journey. By acknowledging the specific challenges and concerns faced by those who are in this stage you can better connect with your audience that is ready to reach out soon.
To create content that stands out in a saturated market, it is important to customize and tailor the content to address your dream client's unique needs at this stage. Showcase your expertise and provide valuable insights that demonstrate your ability to help them overcome the challenges they are facing. By providing them with valuable information that adds value to their lives, you can establish trust between you and your audience.
What is the 'problem-aware' stage?
"Problem aware" stage is a point in the client's journey where they are aware of a particular problem or challenge that they are currently encountering or are about to face. This awareness can arise when they are going through a life change event. By focusing on the problem-aware stage, you can develop tailored content that speaks to your target audience's pain points, making you a go-to source of knowledge and expertise in your field. This way, you can foster long-lasting and meaningful connections that not only help your audience solve their problems but also make your content stand out in the vast sea of content available online.
To help you reach the audience going through this stage, I have prepared some social media post examples that you can use now.
Social media examples you can steal now:
When it comes to someone planning to retire in 5 years, someone getting a promotion or individuals dealing with an inheritance, there are several key points to consider when crafting messaging to attract them. Here are some sample social posts that can resonate with this audience:
Post 1: Planning to Retire Soon
"Are you planning to retire soon and wondering what the next 30 years will bring? Join my upcoming webinar where I'll discuss things to think about before you retire. Don't miss out, register now! "
Post 2: Received Inheritance From Family Member or Friend
"Receiving an inheritance is a significant event that can trigger a wide range of emotions. As a financial advisor, I understand the importance of navigating the complexities that come with inheriting money and assets.
Having helped numerous clients in similar situations, I am well-versed in the unique challenges that arise during the management of inheritances. 🤝To assist you further, I have developed a comprehensive checklist that covers the common areas that should be considered when dealing with an inheritance. "
Post 3: Recent Promotion
If you've recently been promoted and given a salary bump, it's natural to question how to best manage your finances with high costs in 2023. The question on many minds is: should you focus on paying off debts or invest your extra cash? Watch my new video where I share my insights and expertise on things to consider.
In this video, you'll learn about the factors to consider and strategies that you can use to maximize your savings and achieve long-term financial stability in 2023.
Email marketing is an effective way to keep communication lines open with clients and prospects. Financial advisors can send newsletters, and educational content to their email lists. Being mindful that in Canada, your clients must agree to sign up for marketing emails and communications so that you remain compliant. The CRTC has a great list of frequently ask questions here.
If you're struggling with what to include in your email marketing, consider reaching out to your audience before RRSP season by offering a helpful checklist, or after-tax returns with ideas on how to make the most of a refund.
By providing valuable insights and practical tips that align with your customer's needs and interests, you're more likely to grab their attention and encourage them to take action. Don't let uncertainty and indecision hold you back from connecting with your audience. Get creative, experiment with different ideas, and track your results to see what works. With some persistence and a bit of trial and error, you're sure to discover what resonates best with prospects and drives engagement.
Make a meaningful impact with your clients today!
Reach out to Tenth Man Marketing and elevate your email marketing with our top-notch services. Get in touch now to discover how we can help you meet your business goals through effective communication.
Let's have a conversation and unlock new possibilities!
5. Webinars and events
Webinars and events are effective ways to provide potential clients with in-depth educational content. While you may not book a client immediately, they can be used to establish you as a thought leader in the industry, build your brand, and increase engagement with potential clients.
Search engine optimization (SEO) can seem like a boring technical topic but it's the one thing that could be holding you back from getting new clients. SEO is the process of optimizing your website and content to rank higher in search engines like Google. Ultimately, it is the bridge that brings your ideal client to your business online. By using the right words and knowing the purpose of each page on your site, you can increase traffic and generate more leads.
SEO is the bridge that brings your ideal client to your business. By using the right words and knowing the purpose of each page on your site, you can increase traffic and generate more leads.
Tenth Man Marketing partners with financial advisors and planners to drive targeted traffic to their website. With their expert knowledge of the banking industry and experience in digital marketing, we help financial professionals increase their online visibility and attract ideal clients. Reach out today and let's talk.
Looking to save time? Leverage digital technology
Financial advisory firms can take advantage of various digital marketing technologies and tools to streamline marketing efforts and maximize the effectiveness of marketing strategies and save time by reducing repetitive tasks.
1.Customer Relationship Management (CRM) software
CRM software can help financial advisors manage their client relationships and automate communications. These tools help financial advisors organize client data, track client communication, and automate marketing campaigns.
2. Social media management tools
Social media management tools can help financial advisors post content, monitor activity, and track analytics across multiple social media platforms simultaneously.
3. Video conferencing software
Video conferencing software can help financial advisors provide virtual meetings with clients, prospects, and colleagues. It can also be used to organize webinars and online events.
4. Digital signing software
Digital signing software can make the process of document signing significantly easier and faster for clients. Using digital signing software can help streamline administrative processes and create a smoother client experience.
Measure the success of financial advisor marketing efforts
To determine if marketing strategies are successful, it's essential to track their effectiveness. Measuring marketing ROI involves tracking critical metrics:
Examining Return on Your Investment (ROI)
Financial advisors must track the right metrics that matter to assess the impact of their marketing strategy. Key metrics to track include lead generation, social media engagement, and web page visits. However, an essential metric for measuring marketing success is ROI. It's essential to evaluate whether marketing costs are yielding a positive return and adjust strategies accordingly.
However, it's crucial to remember that a client's journey to reach out may take six months or more. As a result, it's critical to strike a balance between short-term and long-term results and avoid removing marketing that drives awareness in favor of immediate outcomes. Ignoring long-term marketing can negatively impact overall.
If you're unsure of what to track or where to focus, Tenth Man Marketing can help. We can help you identify and develop strategies that can deliver results based on your business needs and goals. If you have any questions - Get in touch with Tenth Man Marketing today.
Compliance regulations when marketing financial advisory services
As you know, financial firms in Canada must follow regulatory standards when marketing their services. Understanding those regulations and their compliance requirements is essential to maintaining ethical marketing practices.
I have found a number of consumers are not aware of the financial regulations put in place to protect them. Sharing how regulatory bodies such as IIROC protect your clients, or even common financial scams to watch out for, can go a long way to building trust.
Overall, marketing is a pillar of growth for any business, including financial services. With the help of effective marketing strategies, financial advisors can expand their reach and attract more clients. Incorporating proven tactics such as content marketing, social media, webinars, SEO, and branding into a comprehensive marketing plan can help financial advisors differentiate themselves, build long-term client relationships, and grow their business.