Financial Adviser Ads are no longer just keyword-targeted services.
Algorithms and technology have also evolved, opening up crazy opportunities.
With more client touch points than ever, creating a coherent and profitable paid advertising strategy is crucial, but can be challenging.
Is Digital Advertising Essential for Financial Advisers?
Online research is now the preferred method of research for many.
Consumers are obsessed with research, because information is so readily available and easy to find in today’s digital world.
These consumers expect to find value-adding information they need quickly and easily, even if they are not explicitly aware of what they need when they begin their search.
They expect financial advisers to anticipate their needs and provide proactive answers and content that will explain their needs before they provide their details.
It may seem that you are giving free advice by answering questions in advance, but this is now the first and crucial step in client acquisition, that builds on trust and authority long before the prospect even gets in touch.
The Importance of Targeted Advertising
Advertising for financial advisers was once known as “spaghetti advertising” – just throw it at the walls and hope it sticks.
Financial advisers placed advertisements in broadcast media, such as television, radio and print, and hoped for the best.
Many consumers saw these advertisements, but not many were interested in hiring a financial adviser.
They were not targeted specifically at their target audience, but instead cast a wider net and hoped for results.
Today, digital advertising for financial advisers can, however, be tailored precisely to the type of clients you want, and simultaneously they are actively looking for your service.
It is obvious that this level of targeted marketing offers a better return on investment and will find prospective clients that are interested in your financial services.
Financial Adviser Ads Deliver Measurable Results
The problem with spaghetti advertising is that the financial adviser could not assess its effectiveness, compare campaigns head to head, or conduct A / B tests.
Digital advertising platforms, however, now provide a wealth of accurate and real-time data on your ads.
This will help you identify which ads work best, which ones need to be tweaked, and which ads should be stopped.
These statistics will help you quickly increase your ROI and allow you to target (and even find) clients who are most likely to respond positively to you and the services you provide.
Financial Adviser Ads Come In Various Formats
Complex financial services may be confusing.
Some marketing messages are too complex to limit them to a 30-second sound bite or a set amount of characters.
Giving yourself this flexibility allows you to tailor your advertising message to your target market group.
Let’s explore some of the ad formats that we see work:
Retargeting prospects already interested in your services see’s incredible results. These advertising techniques allow you to show targeted advertising to an interested prospect based on the interest they have already shown.
Don’t let them forget your name and the services you can provide.
For example, if a prospect clicked on your ad about pension planning.
You might follow up that prospect with follow-on ads highlighting your expertise or a client testimonial in that area.
This type of advertising is undoubtedly familiar to you.
These ads appear at the top of the search engine results when you enter a query.
Advertisements can also appear on the side or bottom of the search results.
These ads look like organic search results, although advertisers pay search engines to display their ads higher in the rankings.
The payment is typically a variable figure based around an auction-like system, and paid only once your advertisement has been clicked on.
Hence the pay-per-click (PPC) terminology.
The beauty of search advertising is that it only shows people already interested in the topic.
Although it remains unclear what their intentions are, you won’t know if they are actively looking for a financial adviser or just doing research.
We see the best results with search ads when financial advisers use a carefully planned landing page process and lead magnets to attract and convert their visitors.
Display ads are displayed on pages that search engines consider relevant to the search term you have chosen.
For example, if you choose to advertise for the term “financial advisers in London”, your ad may appear on a website with an article about financial advisers in London.
Display ads allow your ads to be displayed to those already interested in financial services, like search ads.
Native ads look like the content of the page on which they are displayed.
You may have seen, for example, boxes at the bottom of newspaper websites that seem to be ads that imitate news stories.
Native advertising works because their presentation is credible.
Imagine your financial adviser ads are side by side alongside Wall Street Journal or Forbes journalism.
When done right, native ads can be a real winner.
Native ad content in extended format allows you to demonstrate your expertise and build credibility among your prospects, but only when done right.
Social media advertising is one of the fastest growing advertising channels.
Although financial advisers must be particularly careful with their advertising and social media activities.
The main concern is that your posts on social media could unintentionally offer incorrect or non compliant financial advice.
This could raise questions about trustworthiness and diligence.
However, when done right, social media advertising is powerful, regardless of ethical constraints.
It is a great foundation to build on trust and authority.
It also allows continuous client flow.
Let us take a deeper look at the various social media ads available.
LinkedIn is the best option if your practice focuses on business professionals.
Make sure your LinkedIn profile is set up correctly before you start.
LinkedIn ads are designed to look like any other post in your Linked-In Feed.
It only subtly tells you that it is a sponsored post.
The use of lead magnets is popular on LinkedIn advertising.
Your sponsored post allows you to use ‘download’ buttons with a lead capture form.
Great for lead generation.
Do Facebook Ads Work For Financial Advisers?
Facebook is a popular ad platform for financial advisers. Facebook’s segmentation tools make it easy to target your ideal prospect.
Creating great content and engaging with your audience is only one piece of the puzzle.
Facebook ads get your content in front of your target audience based on their interests, demographics and behaviours.
Like LinkedIn, it is important to ensure that you have a complete profile and post regular and relevant content to your page.
This sales funnel has been a great success for our clients:
- Post on Facebook with relevant content
- Promote this post to gain engagement
- Promote your ads to those who like your page
- Once you have at least 100 likes, create a Facebook Look-Alike Audience and send the same promoted post to that look-alike group.
Instagram may not be the most obvious option, but it can be powerful.
It is, however, more difficult to convey a complex message on Instagram due to its visual nature.
The use of the right graphics can convince viewers to click through to your content.
Don’t forget YouTube for financial adviser ads.
YouTube is more than just a social media platform.
A hub for alternative information and news.
YouTube is a popular place for consumers to conduct financial research.
Google data suggests 55% of prospects browse YouTube videos to carry out our research before committing.
YouTube’s video format requires different content / ad production formats.
Video ads should not be intimidating.
Simple videos of you at your desk or well-made Canva videos can be as powerful as professional video productions.
How Do Financial Advisers Get More Clients?
Financial adviser lead generation services are a great option if you find it difficult to find a reliable and regular flow of leads. It also takes the stress out of lead generation when you put your trust in the hands of an ads specialist.
Are Financial Lead Generation Services Worth The Cost?
Many lead generation agencies charge per lead or by monthly retainer.
We only get paid when you do via an introducer agreement, meaning lead quality is paramount.
No paying for bad leads.
We work with a range of financial professionals, from single IFA’s to global Fintech brands.
You can outsource your lead generation so you can focus on the areas of your business that make the most money.
You focus on your existing clients and closing new ones, while a specialist brings in the new, warm opportunities.
If you can manage the costs associated with lead generation services, they will be worth the investment.
What Can a Financial Adviser Ads Agency Do For My Company?
Here are some ways we can help you:
Today, many people will conduct a Google search to find out what services they want to use and who’s.
You will know by now that competition is rife in the financial sector.
It is important to highlight your company and your services to stand out from the rest.
Testimonials and value-adding content on landing pages are also a great way to build on this trust.
More and more financial advisers are heavily focusing on their online portfolios.
Do you plan to follow suit?
A strong online presence gives your company more opportunities to be found by potential prospects.
Also, local clients have a better chance of finding your company if you have a website optimised for local use, a complete Google My Business Profile, and a standout social media presence.
Grow Your Lead Flow
Gone are the days of searching for work when you need to fill a gap.
Lead generation techniques now allow for a steady flow of prospects eager to work with you.
This is possible with the help of financial adviser ads run by a skilled lead generation agency, like us.
Our fine tuned techniques provide you with a steady flow of prospects, providing the luxury of choosing the clients that work for you and your firm.
How do Financial Advisers Advertise?
We suggest not going it alone with financial adviser ads if you have no experience.
You may make some expensive mistakes.
Working with a financial lead generation specialist that knows how to build and implement a successful ads strategy, will save you both time and money.
There is a fine tuned method to financial adviser ads success.
Whether you have a specific marketing challenge, need a strategy to drive business growth, or simply feel something is missing, our results-driven approach will develop your brand and help you win and retain more clients.
How Our Financial Adviser Ads Service Works
Financial planning is about developing a step-by-step approach that takes into account all your needs. Similarly, we work with your specific requirements and put them at the centre of your marketing plan.
01. Fact Find
We carefully identify and attract your target personas, while ensuring each lead is of quality.
This ensures that the right people with high intent are driven to your firm.
We facilitate this connection by directly driving leads into your lead capture entities.
There is minimal waste, just proactive prospects who want to hear from you immediately.
Through a mix of digital techniques, such as paid search, social media and content marketing, we will attract interest from relevant, highly qualified, proactive prospects and deliver them directly to you in real time.
We approach lead generation in a unique way to other financial marketing agencies.
Our strategic knowledge and experience ensure that we deliver relevant and reliable lead services to your business.
We set up introducer agreements with most of our clients.
We want to work with you in the long run, so it is important to ensure that we have specific feedback.
Quality leads are our priority: if our leads do not convert into business, we want to know.
We work closely with you to ensure that you are converting our leads.
We only get paid when you do, ensuring lead quality is paramount.