Why Is Marketing So Hard for Financial Advisors?
I talk to financial advisors on the phone every day who are frustrated with their marketing or feel bad because they think they’re the only financial advisor not raking in new clients using Google or Facebook ads. The reality is that marketing for financial advisors is hard! Watch this video to learn why.
The Truth About Marketing for Financial Advisors
If you’re just getting started, check out this webinar first. It will be a fast track to what works for advisors in marketing.
Why I Love Marketing for Financial Advisors
I love marketing and I love working with financial advisors. When I created Indigo Marketing Agency years ago, my goal was to make marketing for financial advisors easy and fun. It’s my mission to help you serve more clients by helping you create an amazing marketing strategy. This year, Indigo Marketing Agency was ranked in the Top 15 Marketing Agencies for Financial Advisors by UpCity.com.
I always aim to give away 90% of what I know for free. Since there’s so much to know about marketing for financial advisors, this post is going to be a long one. We’ll cover all of the most important areas for marketing and growing your business as a financial advisor!
Let’s take your marketing from 0 to 60, starting with a 30,000-foot-view of marketing for financial advisors.
Step 1: Embrace a True Specialty
Investors today want to work with a specialist who understands their unique circumstances. A niche is easier to market to because people within the niche have similar hopes, dreams, concerns, needs, and wants. Specialization allows you to be the best at what you do.
Here’s how to get started embracing your specialty. Follow these Three Steps to Finding Your Specialty:
- Review your client base.
- Analyze your best clients.
- Test your niche.
- Are they easy to find?
- Are they willing to talk to you?
- Can you beat the competition?
- Do they have money to invest?
- Are they gratifying to work with?
If you want to take it a step further, I created a worksheet to help financial advisors determine their ideal client. It’s critical to establish this before you start creating your marketing strategy.
Step 2: Understand Your Marketing Goals and KPIs (Key Performance Indicators)
How is your website performing? If you’re like most financial advisors, you have no idea because you can’t see your website traffic and behavior. Google Analytics is the solution to understanding who is viewing your website, how they found your site, and what they’re doing once they’re on your website.
Webinar: Google Analytics for Financial Advisors:
This exclusive webinar will show you how to view and understand the traffic coming to your website!
Top Webinar Take-Aways:
- What Google Analytics can teach financial advisors about their traffic
- What to know about the effectiveness of your marketing efforts
- If you spend money on your website or marketing pieces, how will those impact your business?
- What questions does Google Analytics answer?
- How much traffic is coming to your site?
- How are people finding your site?
- Which of your posts are the most popular?
- How much traffic came from social media?
- Where should you spend your next marketing dollars to get more traffic?
Special Report: I also partnered with Stan Mann to create the report What Financial Advisors Need to Know About Google Analytics.
Step 3: Build an Amazing Website
- What are the top website platforms for financial advisors?
- What are the pros and cons of the top platforms?
- How does pricing compare for the top platforms?
- What are the key components of a website?
- Which website is right for you?
Make Your Business Shine Online
Most of the advisors I work with are true specialists, so they want their website, presentations, and social media profiles to be truly unique. The best way to make an impact through your marketing imagery is with original photography of you, your office, and your team. Beyond a great headshot, original photography can be used to enhance your website, presentations, and social media profiles.
Step 4: Generate More Traffic To Your Site
SEO for Financial Advisors
SEO, or search engine optimization, aims to increase the visibility of a website by getting it to be returned higher on the search engine results page for a given search. The idea is that if a website ranks higher in search results, that website will see more traffic. Studies show that 75% of consumers make a purchase from the first page of search results.
Also, check out our complete archives of SEO blog posts for financial advisors.
Website Conversion for Financial Advisors
Check out our exclusive webinar where special guest Jay Mooreland of The Emotional Investor reviews the psychology of website engagement and why some advisors’ sites convert better than others.
Marketing with e-Books or Special Reports
Rather than a blog post that anyone can read, whitepapers and e-books are often downloadable in exchange for the reader’s email address. As a financial advisor, this is a great way for you to establish yourself as a thought leader and grow your email list. Here are 6 steps to marketing with an e-book or special report (with examples).
Lead Generation Tools for Financial Advisors
Adding an Online Appointment Scheduler to Your Site
For the advisors I work with, an online appointment scheduler helps them streamline their scheduling process, convert more leads, and get more done during meetings. If you haven’t set up an online calendar, take 15 minutes to change your life today! Read more about setting up your online scheduler.
Generating More Referrals
Pro Tip: The One Sentence My Dad Used to Add $2 Million in AUM Last Month (Video)
Step 5: Build Authority with Content Marketing for Financial Advisors
Webinars for Financial Advisors
Webinar: If you want to learn everything you need to know to create your first webinar, watch Webinar Marketing for Financial Advisors. Ready to get started? Here are my recommendations for the 8 technologies you will need to create your first webinar.
LinkedIn Marketing for Financial Advisors
The LinkedIn Guide for Financial Advisors offers step-by-step instructions for mastering the world’s largest professional network. Filled with relevant examples and success stories from independent financial advisors, the guide reviews how to optimize your LinkedIn profile, expand your network, search for and identify qualified prospects, as well as the art of asking for an introduction from someone who knows and trusts you. Finally, the book offers a proven strategy for using content marketing on LinkedIn to attract new leads. Updated and expanded with new strategies for 2017.
Check out all of our LinkedIn tips for financial advisors here.
Social Media Marketing for Financial Advisors
As you can see, there’s a lot that goes into a great marketing strategy for financial advisors. I hope this guide was helpful to you. If you have any questions, comments, or suggestions, be sure to let me know! To learn more, join my newsletter using the box below to get my free weekly marketing tips for financial advisors!