As a financial adviser, rethinking your marketing strategy could open up many new opportunities. You have many ways to attract new clients, including social media, pay per click, search engine optimisation, email marketing and outbound marketing materials.
Marketing strategy for financial advisers
These effective methods can help you reach new potential clients
We’ve compiled 15 of the most effective marketing strategies for financial advisors to help you attract new clients.
Do you need something more comprehensive? Request our 30-page guide on marketing for financial advisors here.
1. Outline your strategy
Marketing activities without a plan can feel like a journey without a destination. You won’t make any significant progress, and even if you do, it may not be possible to identify what worked.
Which methods will you use to accomplish this?
Marketing is about achieving your primary objective (such as increasing conversions and raising brand awareness or establishing yourself as an expert in your local area).
What amount of time can you afford to devote each week to marketing activities?
There are the things you can do to overcome them (e.g. you can hire a freelance writer to write your blogs if you’re not confident with writing).
2. Understand your niche
Understanding your niche can tailor your marketing efforts to where you stand in the market and what you have to offer that sets you apart from other people. For example, your communications can be targeted to high-net worth clients if you know their most pressing issues.
On the other hand, clients with lower incomes may have other primary concerns. You can also use these principles to explore other areas and dig deeper into how to target your niche.
If you specialise in financing long-term healthcare, then you need to think about who will be most likely to seek you out. The care recipients are not their children; they could be in their 40s, 50s or 60s.
Imagine your ideal client and start to create marketing communications that talk to them.
2. Embrace digital marketing
Digital marketing is more efficient than traditional advertising methods like billboards, leaflets, and ads in news publications. These traditional methods can also be costly if done wrong.
When it comes to digital, you can use free platforms to promote your brand and reach many people interested in the same topic. Engaging them will help you reach a large audience, considering that people spend on average 2 hours and 24 minutes each day on social media.
This is where the problem lies. Learn how to engage them. If you can project your financial firm’s unique personality via social media, this could be your chance to make money.
4. Is there room for improvement on your website?
If your website is not easy to use, outdated, mobile-friendly, or does not answer potential clients’ key questions, it could cost you everything.
One spelling error can cause a drop of 50% in engagement and sales. This is something to be aware of.
Poor websites can lower your conversion rate. This is the percentage of leads you convert into paying clients. It is important to make your website better as soon as possible.
If you don’t feel confident in web design, professional help can be a great investment. Your website will look great and be appropriate for its purpose.
You should be ready to answer potential clients’ inquiries before you invest a lot of money and time on your website.
Opulent Media Group’s website design is for financial advisors. Book your free website audit right here.
5. Utilise networking sites like LinkedIn
Establishing good relationships with other professionals is a proven way to increase your prospects. If your clients are commercial, this is particularly important. This will allow you to establish a relationship with your clients and have an informal conversation that could lead to new business.
Integration with the financial industry can be a great way to connect with other financial advisors around the globe, which could lead to more work. Let’s say you have strong relationships in London with your adviser and are based in Cardiff. If a client moves to your area or someone asks for recommendations, you may be the best choice.
6. Social media presence is essential
Facebook can, despite its shortcomings, be a powerful marketing tool. If used with care, it can be a powerful tool to reach new leads. Different age groups prefer different websites, so do your research to find the best way to reach your target audience.
No matter what platform you use, ensure you post consistent content to ensure your brand is visible on followers’ feeds. The goal is to focus on quality over quantity. You should post something that informs, inspires, entertains and persuades. Visibility is only 90 percent of the battle. Sometimes you don’t even have to talk about your work. Avoid heated discussions, as you might alienate most half the population.
7. Find out more about search engine optimisation
SEO (search engine optimisation) can be confusing. Search engine optimisation (SEO), is a way to ensure your online presence reaches as many potential clients as possible. Here’s an example.
Let’s say you are a Manchester-based financial advisor. Potential clients may be looking for financial advisers in Manchester. To increase your rank (how high your website appears in search engine results pages), you can include this phrase and other key words naturally to your site. Potential clients will find you easier if this is done.
SEO is a constantly evolving field. It can be both an art form and a science. It’s a smart idea to target niche phrases that aren’t covered by other websites. This will make your site more competitive and increase your chances of being ranked. This is a great way to show off your expertise.
In our 2022 guide for marketing financial advisors, we discuss SEO in detail.
8. Perfect inbound marketing
Many marketing strategies can be used to encourage people to contact your brand. All marketing strategies, including ads, cold calling, emails, and cold calling, show you are selling something. Inbound marketing is a way to reach your audience and offer something back.
Publishing informative content about topics you are knowledgeable in will help your website attract new visitors. They can benefit from your expertise, and you could attract a new client.
9. Regularly analyse key performance indicators (KPI’s).
It’s not efficient to spend hours on marketing if you don’t keep track of your results. You should consider key metrics like website traffic, bounce rate and engagement before you implement a new marketing strategy. To track the progress of your marketing efforts, you can determine whether they are improving or declining. This will help you determine if your marketing efforts are working, and help you win new clients.
10. Financial lead generation agencies that specialise in financial services are a great option
Do you struggle to find leads on your own? You can get leads by calling a lead generation agency. This will ensure you’re always in touch with those looking for your services.
The positive reputation of your chosen lead generation site will improve your association’s reputation. Clients will be more likely to trust you if your platform only accepts experienced professionals than if they just browse it.
Visit our financial lead generation site – Financial adviser leads
11. Show appreciation to clients
This is one of the most straightforward marketing strategies. It can pay huge dividends in the long-term. By building relationships with clients, you can encourage repeat business and word-of-mouth publicity. You can do this in many ways.
- Send your clients regular newsletters to stay up-to-date on industry news
- Sending non-obligation, friendly emails every other month or quarterly
- Contacting your clients before important events, such as Christmas, New Year, or the end of the tax year.
It’s a wonderful idea to take your high-value clients out to dinner. You may discover new ideas in a relaxed environment.
Don’t make each email sales-focused. This is key to client outreach success. It’s tempting to include a call-to-action at the end of every email in order to generate more business. However, this will make your emails seem pushy and inauthentic.
While it’s fine to stop and check in with clients, you never want to be too intrusive. Clients might be reminded by simply seeing your name that it is time to make another appointment.
12. Pay-per-click advertising
Paid advertising, also known as “Pay-Per Click” (PPC) and “search engine optimisation” (SEM), can be a powerful dynamic to increase leads for financial advisors and firms.
PPC marketing for financial advisers may seem complicated and overwhelming at first. It’s easy to lose your budget and end up with nothing if you don’t know what you are doing.
PPC is a high impact, results-oriented activity that can help build brands and generate leads.
When combined with strategic management and dedicated leadership, your PPC activities can deliver strong ROI.
It’s a great idea to use a specialist like us.
13. Retarget your website visitors
Retargeting should not be seen as pushing your agenda in the minds of your audience.
It’s an opportunity to reconnect with them by using the insights to create ads that are perfect or tailor-made for each member of your audience.
Retargeting is an essential part of any digital marketing strategy. Your target audience is key to your strategy planning.
Retargeting should not be considered an optional service. Retargeting should be an integral part of any marketing strategy. Retargeting will allow you to connect with an audience you may have lost.
14. Email marketing sequences are available for financial advisers
Email marketing is more effective and sophisticated than ever. It can provide marketers with a high return on investment – often as high as 40 to 1. Email marketing is quick, easy, and profitable. Email marketing is a powerful tool to build relationships and brand loyalty.
An email sequence refers to a series of emails automatically sent to a specific group of people from your email list. An email sequence can be time- or trigger-based.
Automated email sequences can be a great way for clients to stay informed and engaged during the client journey.
15. Get expert advice from a specialist agency in financial marketing
Personal finance is your speciality as a financial advisor. Marketing is not something you do naturally. As you would advise your clients, consulting an expert is often the best choice.
You can hire a freelance marketing consultant or, if you have a larger budget, a marketing agency. This will allow you to identify which areas are performing well and which areas need improvement.
This should enable you to put together a professional-standard marketing strategy.
Opulent Media Group has helped some of the largest financial brands in the UK, the USA, the UAE, Asia and Europe exceed ambitions. We are looking forward to discussing how a holistic digital strategy could also improve your financial business performance.
Schedule your free consultation today with one of our financial marketing experts.
