Last month, Indigo’s very own Digital Marketing Consultant, Katie Cress, was asked to speak at the Heath Walters’ Financial Innovation Summit in Tampa, Florida. With over 18 years of sales and marketing experience, Katie was able to share her industry knowledge with financial advisors looking to leverage their marketing and grow their businesses. For those who couldn’t make it to the conference, we thought we’d share Katie’s biggest takeaways here. Read on to learn more about marketing your speciality as an advisor.
1. Identify What Makes Your Firm Different
With over 200,000 financial advisors in the U.S., how are you going to differentiate yourself from the crowd? As much as possible, we encourage financial advisors to identify a specialty and tailor their messaging to that niche. This will help you attract and work with your ideal, right-fit client—and it is the first step in creating an effective and consistent marketing strategy. Not only that but specializing also allows you to charge a premium for your services.
Niching down isn’t the only way to differentiate your firm, though. You can also leverage partnerships and resources as a way to elevate the value you bring to your current clients and attract new clientele that you didn’t resonate with before. For instance, the Heath Walters Institute offers on-demand tax planning and support for financial advisors who want to better serve their high-net-worth clientele. This additional resource (and others like it) can make your firm that much more attractive to your ideal clients when it is properly integrated into your marketing strategy.
2. Create a Radically Relevant Message
A radically relevant message is the core of all great marketing. Pioneered by Referral Coach Bill Cates, a radically relevant message will be “irresistible to the right prospects, compelling them to act, while simultaneously repelling prospects that are not a right fit.” Who could argue with the legendary Bill Cates?
To build your radically relevant message, take a look at the following areas:
- Core Mission: What critical benefits do you deliver?
- Your Client-Centered Why: Why do you go to work every day?
- Your Ideal Client: Who exactly do you serve, what do they have in common, and where can you find them?
- The Problem You Solve: What urgent problem do you solve for a specific group?
- How Do You Solve the Problem?: What is your unique solution?
- Proof That You Can Solve Their Problems: What is your social proof?
- Your Points of Distinction: What makes prospects choose you instead of your competitors?
When you can summarize what makes your firm different and what critical problem you are here to solve, your marketing message becomes crystal clear. The final step is to put it into action.
3. Put Your Message Into Action
There are many ways to put your radically relevant message into action. First, you’ll want to roll out your message to your current clients and network by making your hard-copy marketing assets, email blasts, and verbal conversations consistent with your core message.
It’s also important to update your digital marketing assets. Your radically relevant message should be clear throughout your website, LinkedIn, and other social profiles. These are your living resumes, so up-to-date messaging is critical. Any marketing campaigns should align with and reinforce the radically relevant message.
Lastly, don’t be afraid to work with the industry experts! You know your value and we know marketing. Let Indigo Marketing Agency help you put your message into action.
Is Your Marketing Effective?
Identify what makes you different, create a radically relevant message, and put that message into action. It sounds as easy as 1, 2, 3, but it’s common for advisors to get lost in the weeds. We know that the work you do is critically important for your clients, and Indigo is here to take the marketing piece off your plate. Whether you are looking for guidance on how to create effective messaging, or you would like help managing your ongoing marketing plan, we’re here to help.
Schedule a free strategy call with Katie to learn more about how Indigo can help you leverage the expertise that sets your practice apart!
If you’re interested in having an Indigo marketing strategist speak at your next event, please contact Elizabeth Reider at [email protected] for inquiries.