Want to boost your business through marketing? Consistency is key! Make sure your audience knows what you do and how you can help. The key to success is delivering valuable content on a regular basis and ensuring maximum exposure. To achieve this, use multiple channels such as your website, email, and social media.
Creating an effective marketing strategy starts with a calendar. Plan a schedule for each content piece you want to create and deploy and stay organized. Here are ten winning content strategies to consider adding to your marketing calendar.
1. Make it Personal
Your network wants to understand why you do what you do. Tell your story and showcase personal photos, milestones, or events. I recommend starting your personal posts with “Why I Became a Financial Advisor.” Here’s a great example.
2. Promote Your Events
Begin inviting folks to register for your events at least two months in advance. If you have more than a few events, send an event calendar at the beginning of the year. Be sure to send photos and thank you messages after client events.
3. Offer Valuable Resources
If your target demographic is concerned about Social Security, create a comprehensive Social Security guide that will help them decide when and how to start claiming benefits. Aim to give away 90% of what you know for free and be available for follow up questions. Here’s an example focused on pre-retirees.
4. Share Demographic or Employer-Focused Content
If you work with a specific industry or employer, create content that is uniquely valuable to your niche. One example is “Your 2023 Nike Benefits Guide,” which can be readily shared between coworkers. For a specific industry, brainstorm the biggest challenges your prospects are facing and create helpful resources like “How Dentists Can Catch Up for Retirement in a Hurry.”
5. Leverage Case Studies
Case studies highlight the types of clients you’ve helped, the challenges they faced, and the solutions you created. They help prospects understand the type of client that you serve and how you interact with them. Case studies are powerful because they serve the same social proof as a testimonial, without violating the FINRA testimonial rule because we don’t mention specific investments or products. Check out this Case Study report.
6. Use Promotional Campaigns
Be sure to include a few promotional campaigns with a sense of urgency. Try “Make an appointment now to schedule your 2023 financial review.” Make it easy for prospects to take the next step by scheduling a call online or asking questions by email. Here’s one advisor using an online appointment scheduler.
7. Try Videos
Creating videos is an easy way to get twice as many views as a text blog post. Videos don’t need to be fancy or expensive; just prioritize a well-lit room and clear audio. Here’s a great video explaining one advisor’s services and fees, “What Are You Receiving for the Fees You Pay?” and another one discussing the “Top 5 Biggest Financial Mistakes Corporate Executives Make.”
8. Proactively Communicate About Timely Topics
Brexit? The election? Be sure to save a space in your calendar for timely topics, including market volatility. It’s critical to proactively communicate in good times and bad, so have a post ready for when the market goes down in 2023 to reassure clients and urge prospects to make a move.
9. Do a Client Survey
Each year, run a client satisfaction survey to make sure you spot any service issues and to ask for referrals. The process helps clients feel more valued and involved. The feedback helps you understand why clients choose to work with you instead of another advisor, which helps your marketing efforts in the future.
10. Celebrate With Holiday or Charitable Posts
Save a space in your calendar to share what you’re most passionate about. Clients are dying to know what you do outside the office. Have you completed a cycling race? Donated your time towards your favorite philanthropy? Accompanied your kids to their sports championship? The holidays are the perfect time to thank your clients for a great year and share stories and photos of your family. Here’s a sweet example from the Thanksgiving holiday.
Download Your Free 2023 Marketing Calendar
Viewing the year in its entirety can help you remember what you most want clients and prospects to be thinking about. Subscribe below for your the marketing calendar template at no cost, but if you’d like a custom or niche-specific calendar, take advantage of our Total Marketing Package to get started on your own 2023 marketing calendar today!
Take Marketing Off Your Plate
Do you like the idea of having a marketing calendar but don’t have the time to focus on it? Well, we’ve got you covered! Our Total Marketing Package is the perfect solution for busy advisors who want to delegate the task to an experienced professional. With our custom content, we’ll help define and market your business to your desired audience, making it easy for potential clients to find you when they need you. You’ll have a cohesive marketing plan that ensures you stay top-of-mind with your referral sources. Get started by reaching out today to secure our competitive pricing and take marketing off your plate!
