Top 20 Successful Financial Advisor Marketing Strategies
- Published on November 5, 2023
- Updated on August 30, 2024
Table of Contents
Have you ever felt like you were spinning your wheels when it came to marketing your financial firm? You know referrals and word-of-mouth from existing clients can only take you so far. A recent study by NAPA (National Association of Plan Advisors) found that only 10% of financial advisors feel their current marketing strategies are effective and provide sufficient return on investment (ROI). Without a robust financial advisor marketing strategy, it’s difficult for financial professionals to stand out and reach their ideal target clients.
But how do you consistently turn cold website visitors into warm leads ready to schedule a consultation?
The truth is, most financial advisors don’t have sufficient time or marketing expertise to deploy a winning customer acquisition strategy on their own.
The good news is that laser focusing your efforts on some of the top 20 financial advisor marketing strategies and tactics outlined in this guide can help get your advisor marketing pointed in the right direction. Let’s dive in!
KEY TAKEAWAYS
- Clearly define your target market and craft detailed ideal client personas. Tailor your financial advisor marketing messaging and offerings to serve this niche audience specifically.
- Develop a strong unique value proposition focused on addressing the specific problems and goals you can uniquely help your ideal clients solve as a financial advisor.
- Build an optimized financial advisor website with content and calls-to-action tailored to convert your target prospects into leads and clients.
- Produce a steady stream of educational, actionable content via blog posts, videos, podcasts, etc. Promote it across multiple online platforms.
- Be active on the popular social media platforms your ideal audience uses. Focus on sharing value-add insights and content, not blatant promotions. Engage online to build relationships.
- Don’t neglect SEO (Search Engine Optimization). Optimize website content for keywords your niche prospects search and build your online business profiles on various listings. Produce fresh, useful content frequently.
- Leverage paid digital ads strategically to reach your ideal clients, not just spray-and-pray. Continually refine targeting and messaging based on performance.
- Develop a structured lead nurturing system. Tailor follow-up emails and content to leads based on their source and sales readiness. Guide them towards consultations.
- Consistently track marketing analytics and optimize activities based on performance data. Double down on the tactics generating the most new advisor business.
- Stay current on evolving financial services regulations and maintain ethical marketing standards. Transparency and client-first practices build trust.
What is financial advisor marketing?
Financial advisor marketing is a business strategy designed to help financial advisors engage prospective clients. It integrates marketing strategies like social media campaigns, search engine optimization, and content marketing to show a unique value proposition, aiming to convert target audience into new clients.
| Marketing Strategy | Key Tactics | Primary Goal | KPIs | Commitment | Tools | Budget Range |
|---|---|---|---|---|---|---|
| Define Your Target Market and Ideal Client | Conduct market research to identify niches with growth potential; create client profiles based on data analysis. | Client segmentation | Conversion rate, Client acquisition cost | 1-2 weeks | Market research software, Survey tools (SurveyMonkey) | $0 - $1,000 |
| Develop Your Unique Value Proposition | Evaluate your services against competitors, highlight your strengths in client communications and marketing materials. | Competitive differentiation | Brand recognition, Client feedback | 1 week | Branding workshops, Online branding courses | $0 - $1,000 |
| Build a User-Friendly Website | Integrate client portals, relevant financial tools, and resources; ensure mobile compatibility and fast load times. | Online presence and lead generation | Website traffic, Time on page, Bounce rate | 1-3 months | Website builders (Wix, Squarespace), CMS platforms (WordPress) | $2,000 - $10,000 |
| Leverage Content Marketing Strategies | Develop a content calendar, focus on topics that address client pain points, and distribute through multiple channels. | Authority building and engagement | Lead generation, Engagement metrics | Ongoing, 2-4 hours/week | Content management systems, SEO tools | $500 - $5,000/mo |
| Make Social Media Marketing a Priority | Identify platforms where target clients are most active; engage consistently with a mix of educational and personal content. | Community building and brand awareness | Follower growth, Engagement rate | Daily activity, 1-2 hours/day | Social media management platforms (Hootsuite, Buffer) | $500 - $3,000/mo |
| Focus on SEO (Search Engine Optimization) | Research keywords that prospects use, optimize website content and metadata, and publish regularly to improve rankings. | Online visibility | Organic search ranking, Click-through rate | Ongoing, 2-3 hours/week | SEO platforms (Ahrefs, SEMrush), SEO courses (BYVI SEO Bootcamp) | $500 - $5,000/mo |
| Use Paid Digital Marketing Wisely | Start with a small budget to test different platforms and ad formats, use targeting options to reach your ideal client profile. | Client acquisition | Cost per acquisition, ROI | Varies, initial setup 1-2 weeks + ongoing management | Ad platforms (Google Ads, Facebook Ads Manager) | $1,000 - $10,000/mo |
| Implement a Multichannel Lead Nurturing Strategy | Use CRM tools to track interactions across channels; personalize follow-ups based on client engagement and interests. | Lead conversion and retention | Lead conversion rates, Sales cycle length | Ongoing, 3-4 hours/week | CRM software (Salesforce, HubSpot) | $500 - $3,000/mo |
| Measure and Refine Your Marketing Activities | Set up analytics to track KPIs for each strategy; review regularly and adjust tactics for optimization. | Marketing effectiveness | Marketing KPIs, Campaign performance | Ongoing, 1-2 hours/week | Analytics tools (Google Analytics, Tableau) | $0 - $2,000 (tools) |
| Leverage Email Marketing | Segment your email list for targeted campaigns; automate drip campaigns for consistent follow-up. | Direct client engagement | Open rate, Click rate, Conversion rate | Ongoing, 2-3 hours/week | Email marketing platforms (Mailchimp, SendGrid) | $100 - $1,000/mo |
| Focus on Blogging | Write SEO-optimized posts that address common financial questions; promote posts via social media and newsletters. | Content-driven lead generation | Traffic, Shares, Comments, SEO ranking | Ongoing, 2-4 hours/week | Blogging platforms (WordPress, Medium) | $200 - $2,000/mo |
| Create Memorable Branding | Develop a consistent brand message and visual identity; ensure all marketing materials align with the brand. | Brand recognition and consistency | Brand surveys, Client retention rate | 2-4 weeks | Graphic design software (Adobe Creative Cloud, Photopea) | $1,000 - $10,000 |
| Build Trust and Credibility | Share testimonials, certifications, and partnerships; engage in community events to build a reputation. | Trustworthiness and industry authority | Client retention, Referrals | Ongoing, variable | Testimonial gathering tools (Trustpilot, Yelp, Google Business Profile) | - |
| Get Client Referrals | Create a referral program with incentives; ask satisfied clients proactively post meetings. | Referral-based client acquisition | Number of referrals, Conversion of referrals | Ongoing, 1 hour/week | Referral program software (ReferralCandy, Ambassador) | - |
| Start a Podcast | Start a podcast on financial topics; invite experts or clients to share insights and experiences. | Audience building and engagement | Subscribers, Downloads, Listener feedback | 4-5 hours/episode | Podcasting equipment, Hosting services (Spotify for Podcasters, Apple Podcasts) | $500 - $4,000/setup |
| Host Seminars | Organize educational seminars on finance topics; partner with local businesses to increase attendance. | Lead generation and community presence | Attendance rates, Follow-up appointments | 10-20 hours per seminar | Webinar software (GoToWebinar, Vibehut) | $500 - $5,000/event |
| Double Down on Video Marketing | Produce instructional videos or client stories; optimize for search and share across social media platforms. | Visual engagement and information sharing | Views, Shares, Engagement metrics | 4-6 hours/week | Video editing software (Final Cut Pro, Adobe Premiere), Platforms (YouTube), Video PDFs (DeckLinks) | $0 - $10,000 |
| Attend Local Networking Events | Regularly attend or speak at local events related to finance; connect with local business owners and professionals. | Network expansion and personal connections | Contacts made, Follow-up meetings | 2-3 events/month | Event directories (Eventbrite, Splash, Hopin) | $0 - $2,000/year |
| Host Client Appreciation Events | Plan and host events to show appreciation for current clients; encourage word-of-mouth referrals. | Client retention and referral activation | Attendance, Client feedback | 1-2 events/year | Event management tools (Cvent, Eventbrite) | $500 - $5,000/event |
Showcase your brand.
Create company profiles with custom banners and info-packages tailored to different industries.
Show your contact info easily accessible by your prospects and clients.
Add custom CTAs to drive prospects or clients to your calendar, sign up form, etc.
Collect feedback from prospects and clients. Feedback and reactions are not publicly visible.
Share any existing PDF presentations and documents.
Simplify Complex Topics with Video PDFs
Boost client engagement with personalized video explanations of key financial documents. Access engagement analytics. Learn more.
Government Regulations Related to Financial Advisor Marketing
As a financial advisor, you have an obligation to market your services ethically and comply with all applicable regulations. While staying on top of the evolving regulatory landscape can feel overwhelming at times, it’s critical we remain diligent – non-compliance can put our practices at risk.
Here’s what you need to keep in mind when diving into financial advisor marketing:
- Financial advisors must comply with regulations on marketing from SEC, state agencies, and other authorities. Stay current.
- The new SEC Marketing Rule replaces the Cash Solicitation Rule starting November 2022. Financial advisors must comply by this date.
- “Promoters” now refers to those receiving compensation for referrals/endorsements under the Marketing Rule. These are advertisements.
- Client testimonials and referrals triggering compensation are considered advertisements under the Marketing Rule.
- Stricter oversight and disclosure requirements apply for promoters under the new Marketing Rule. Document compensation agreements.
- Four conditions must be met for promoters under Marketing Rule: disclosure of compensation; written agreement; no compensation if promoter is ineligible; oversight procedures.
- State regulations differ – some require solicitor registration, notifications, conduct rules, etc. Check your state’s requirements.
- Section 206 of the Advisers Act has anti-fraud rules around advertising, fees, custody, disclosures. Know and follow these.
- Employment contracts may restrict client solicitation when changing financial firms. Honor non-solicitation agreements.
- When moving between financial firms, don’t take client information or solicit restricted clients.
- Bottom line – financial advisors must stay current on marketing regulations and comply fully. When in doubt, consult compliance.
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Most Common Financial Advisor Marketing Myths
Like a lotta industries, the world of financial services is full of outdated marketing myths and conventional “wisdom” that too many financial advisors still cling to. Well, let me break those delusions down harder than a bull in a china shop. Here are the top 10 most common marketing myths financial advisors seem to buy into way too easily. It’s time to call ’em out and shed some tough truth.
Myth #1: You need a massive marketing budget to see any results.
Stop me if you’ve heard this one before. You need to spend biiiig bucks to properly market yourself as a financial advisor. What a buncha malarkey! Sure, having some cash to throw around helps, but the idea that you can’t do nothing without loading up the corporate AmEx is bull. I know more financial advisors who are tighter with a buck than Mr. Cratchit at Christmas.
The truth is a smart, scrappy cost effective marketing strategy can pay massive dividends if executed properly. Things like optimizing that financial advisor’s website for search engines, leveraging content marketing, and even just working them social media accounts consistently can move the needle more than you’d think without blowing your entire marketing budget.
Myth #2: Social media marketing is a fad that'll die out.
Someone get grandpa his prune juice and robe, cause he’s talking that “get off my lawn” nonsense again!
If you financial advisors are still sleeping on the importance of social media platforms like Facebook, Instagram, Twitter/X, LinkedIn, and the rest, you’re gonna be licking windows once those Millennial and Gen Z investors with all the cash to manage hit their prime years. Sure, Boomers may still see socials as a place for sharing brunch pics and argue about politics. But for a growing segment of your potential clients, these social media platforms are where they discover, vet, and discuss financial professionals.
Having an active, consistent presence providing helpful quality content establishes authority and trust. Avoid at your own peril.
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Myth #3: Casting a wide net is the way to go.
Trying to be all things to all people is a blueprint for epic failure in this financial industry. You think most clients want some generalist jack-of-all-trades handling their life savings? Heck no!
They want a specialized expert that really “gets” their particular situation, concerns, and financial goals. Whether it’s a focus on retirement planning, working with blue-collar clients, inheritance planners, or any niche, having a clearly defined niche allows you to go deep with your expertise and stand out from the herd. Otherwise you’re doomed to blend in with all the other generic financial advisors out there.
Myth #4: Your financial advisor's website doesn't really matter anymore.
Just cause folks spend most of their time nowadays doom-scrolling through social media apps and video shovelware doesn’t mean your website is irrelevant. That’s like saying ‘since movies are a thing, books are useless’ kinda logic.
For a lotta potential clients, your website is the first interaction they’ll have with your practice. If it looks like it was crafted in 1998 on a diet of Microsoft Word Art and phished website templates, you’re already shooting yourself in the foot on that first impression.
An up-to-date, cleanly designed financial advisor’s website that’s optimized for search engines and delivers a quality user experience? That’s still a cornerstone of any solid financial advisor marketing strategy.
Myth #5: You can't measure the success of your marketing efforts.
For people who work with numbers all day, some financial advisors can be shockingly clueless about measuring and tracking the ROI of their marketing strategies. News flash: There are these things called “analytics tools” nowadays that can give you detailed reports on every click, visitor, conversion and dollar spent across all your marketing campaigns! You can get cold, hard data on what’s working and where your budget is best spent. But that’d require, ya know… actually caring about results over gut feelings.
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Myth #6: Cold calling is the most effective marketing strategy.
Keep on living in that 1980’s fever dream there, gramps! Maybe when people’s biggest worry was getting a serious case of Tron highway cold calling was actually an decent way to get warm leads. But nowadays, that tactic ranks somewhere between chasing people down the street with a “The End is Near” sign and door-to-door steak knife salesmen on the “effective” scale. It can work for sure, don’t get me wrong! You just have to be really really good at cold calling. But most potential clients see it as an annoying, interruptive tactic that just pisses them off. They’d rather be the ones initiating that communication and vetting you. Clinging to cold calling is like insisting on sticking with radio over podcasts. The times have changed.
Myth #7: Content marketing is a waste of time.
Only if your definition of “content” is those painfully obvious, salesy garbage articles financial advisors love to crank out. No one wants or reads that self-promotional drivel anymore! Creating genuinely helpful, insightful quality content that educates your target audience on their concerns and provides solutions? That’s the real move. It allows you to build authority, trust and rapport with potential clients by first providing value. Sure, it may not pay off immediately, but much like a jalapeno pepper… when you keep putting in the work consistently, it’ll pay dividends eventually.
Myth #8: Marketing is all about selling, selling, selling.
If the only move in your bag is the hard sell, you’re basically that dude at parties that no one wants to make eye contact with. Financial advisor marketing has evolved. It’s no longer about just bombarding people with your pitch and trying to force a close.
Modern financial consumers are too savvy for that. They tune out the slick salesy stuff and instead gravitate toward financial advisors who first focus on providing value through insights, education or establishing an emotional connection. It’s about building real trust and authority with potential clients on a personal level first before trying to make a sale. Act like a sleazy timeshare sales rep and watch how fast they’ll ghost you.
Myth #9: Your value proposition doesn't really matter.
Yeah, and I’m the reincarnation of Charlie Munger! In case you haven’t been paying attention lately, there’s about a gazillion different financial professionals and advisors out there now. And a lot of ’em start to blend together after awhile into an indistinguishable mass of half-baked client laughs and retirement calculators. Having a truly unique and clearly articulated value proposition that touts your competitive advantages? That’s how you grab attention and get potential clients to pick you over all the other advisors. If you can’t concisely explain how you’re different and better, don’t be surprised when they go with the other guy by default.
Myth #10: You don't need a marketing plan.
Having some random, scatter-brained approach to your marketing efforts is like driving cross-country without a map or destination in mind. You’re just going through the motions mindlessly instead of having a well-defined marketing plan with trackable goals, budgets, and a coherent overall marketing strategy. An ounce of forethought into purposefully mapping out your campaigns, channels and tactics – and when to deploy them – can make a helluva difference. Failing to actually plan out your marketing is planting the seeds for, well… failure.
The fact is, too many financial advisors are sipping way too much of that classic industry Kool-Aid when it comes to financial advisor marketing strategies. Wake up and smell the modern realities we’re living in! Crusty old tactics that may have worked back when caller ID was mind-blowing tech are as useful as an ashtray on a motorcycle nowadays. Adapt or get left behind. It’s that simple!
1. Define Your Target Market and Ideal Client.
As a financial advisor, clearly defining your target market and ideal client persona is essential for developing effective marketing strategies.
After many years in the industry, I’ve learned first-hand how critical it is for financial professionals to intimately understand who they serve best.
Here are some key tactics to help refine your focus:
Start by considering your book of business – look at the types of clients you work with who you enjoy collaborating with the most. What are their common attributes, values, financial situations and goals? What niche within financial planning or wealth management do you gravitate towards?
For example, through working with hundreds of clients over the years, I realized young families planning for college costs were an ideal target client for my financial firm.
Next, get ultra-specific about crafting detailed ideal client personas. Include demographic and geographic details, but also drill down into psychographics – what financial priorities motivate them, what challenges keep them up at night, what education or insights would they find most valuable from a financial advisor? Fleshing out these fictional but representative archetypes will allow you to tailor your messaging, content marketing and offerings accordingly.
For instance, after research and surveys, I built a persona for dual-income suburban millennial parents called “the Johnsons.” They are in their early 30s with 2 kids, make $150K annually, have sizable student loans but also moderate investment accounts and retirement savings. They are fee-conscious but want experienced guidance on target date funds, college savings plans, and teaching their children financial literacy.
With well-defined personas, you can identify your niche even more precisely to attract your ideal clients. This allows you to position yourself as an expert in addressing the specific pain points and goals of your target audience.
For me, it became helping young millennial families tackle saving for college. For you it might be specializing in retirement planning or income strategies for corporate executives transitioning out of the workforce.
Personalizing interactions is key in finance, but without insight into client engagement, financial advisors are shooting in the dark. DeckLinks’ detailed document tracking enables advisors to see which parts of marketing materials resonate most, allowing for highly personalized follow-ups.
Defining this niche makes your marketing much more credible and effective to ideal prospective clients.
Truly understanding your target client and tailoring your services, content and messaging specifically to them is a process that takes time and strategic analysis. But it’s worth the effort for financial advisors to be able to genuinely connect with and add value for those they serve best. This laser focus is what can set you apart in a crowded field.
2. Develop Your Unique Value Proposition.
Developing your unique value proposition, as a financial advisor, is all about determining the core differentiators that set you apart and clearly conveying those to your prospective clients.
When I first started out in the industry, I regurgitated generic phrases about “building long-term relationships” that ultimately didn’t resonate or distinguish my services from other financial professionals.
It wasn’t until I sat down and got real about what specific problems I could uniquely solve that it clicked. Analyzing my book of business and target market, I realized I most enjoyed working with millennial families. Helping them navigate major financial goals like saving for their children’s college education really lit me up.
That’s when my niche became crystal clear. So I positioned myself as the go-to expert on college savings plans and guidance for overwhelmed parents in my area. Now my website homepage drives home my value proposition – “Helping you save for what matters most – your children’s future.”
When prospective clients come to me stressed out about affording their kids’ higher education, I provide tailored financial plans customized to their timeline and budget. This hyper-targeted positioning and deep expertise around a specific financial goal allows me to differentiate my services and connect with my ideal clients on an emotional level. And I reinforce my unique value across all marketing channels – website bios, content, events – so my messaging is memorable and consistent.
Defining the core value you uniquely offer to your target audience takes some soul searching. But once your purpose is clear, integrating it into all advisor marketing touchpoints provides a North Star to attract your best potential clients. While the road to discovering your niche is long, conveying it clearly and repeatedly leads more prospective clients to your door.
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3. Build a Good Website That is Easy to Navigate.
Crafting a user-friendly website is essential for financial advisors, but doing it right takes effort. When I first started my practice, I just threw up a few generic pages with the same bland text as every other financial advisor. It barely brought in any new business.
After months of crickets, I realized I needed to get back to Marketing 101 and think about what my ideal clients really needed from my website.
As someone focused on Gen X and Millennial parents, I knew I couldn’t just post the same stale articles on asset allocation – I needed content on the issues keeping my niche audience up at night, like how to save for their kids’ college tuition and avoid student debt.
So I added a blog covering topics my target market actually cared about. I shared tips drawn from my decade of experience guiding families through the college planning process. Almost immediately, my reader questions and consult requests increased.
Beyond content, I had to organize the site to make it easy for visitors to take the next step. I added clear navigation menus, contact forms on each page, and an email signup box offering a free college savings guide in exchange for contact details.
After optimizing and simplifying my website to better attract and engage young families through valuable information and clarity, my new business grew by over 30% in just a year.
The lesson – successful financial advisor websites cater specifically to their ideal clients’ needs, not generic visitors. Targeted content, clear calls-to-action and simple navigation are key. The rewards make the investment worthwhile.
4. Leverage Content Marketing Strategies.
Start by developing content tailored to your ideal client’s interests and pain points.
For my niche of millennial parents, topics like college savings tips, managing student loans, and teaching kids financial literacy resonate really well.
Leverage a variety of content formats including blog posts, videos, infographics, and podcasts. Mix up your content structure to keep it engaging. Quick one-minute videos can be as useful as thousand word articles.
Promote your expertise by sharing actionable insights and education – not just sales pitches. Provide genuine value. Distribute your content across multiple channels to expand reach.
Post on your website and also share on social media platforms like Facebook, LinkedIn, Medium, and X (former Twitter).
Don’t forget email marketing. Send helpful content directly to subscribers and clients to build relationships over time. Nurture leads with useful info tailored to their needs.
Promote your best-performing content regularly. Update evergreen content so it remains relevant. Repurpose content into multiple formats to get more mileage.
Listen to your audience. Pay attention to engagement metrics and adjust your content mix accordingly. Double down on what draws interest. Consider surveys for direct input.
Creating regular educational content focused on solving your target audience’s issues, and sharing it widely, takes commitment. But it builds trust and establishes expertise that attracts ideal clients.
5. Make Social Media Marketing a Priority.
These days, having an online presence as a financial advisor is table stakes – if you’re not leveraging social media, you’re missing out on huge marketing potential. But simply setting up accounts isn’t enough. Successful social media marketing strategies take work.
When I first got started, I just auto-posted blog headlines and hoped for the best. Crickets. No comments, no shares, no clicks. I quickly realized randomly blasting content wasn’t cutting it.
So I got strategic. I researched which platforms my target audience of millennial parents and younger investors actually used, beyond just the obvious Facebook and Twitter. Apps like Instagram and Snapchat were big, along with LinkedIn.
I tailored my approach for each. On Instagram, I shared quick college savings tips and infographics. Stories let me quickly react to market news. Snapchat was for informal behind-the-scenes practice updates. LinkedIn hosted my long-form thought leadership content.
Of course, generating interest is only the first step. Engaging and responding to build relationships with all those potential leads and site visitors is critical. Social media lets you have real back-and-forth conversations at scale.
The key is providing followers truly useful financial insights and education, not just spamming promotions. I answer money questions, highlight client successes, and post practical tips for issues like managing student loans.
Getting social media marketing humming takes focus, but all that effort keeps your brand top of mind and approachable. And having an army of current clients sharing your expertise online? That’s marketing gold.
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6. Focus on SEO (Search Engine Optimization).
Optimizing your website for search engines is a foundational tactic every financial advisor should prioritize. But effective SEO takes time and effort.
When I first started out, I basically ignored it altogether. My site wasn’t optimized at all – no keyword targeting, thin content, you name it. Needless to say, no one could find me in search, even for basic terms like “financial advisor [city name]”.
After months of crickets online, I realized I had to get back to SEO basics. I researched high-value keywords and phrases potential clients used when looking for services I provided, like “retirement planning” and “college savings help”.
I tweaked on-page content to naturally incorporate those terms, being careful not to overstuff just for search engines. I also added meta descriptions optimized for each target phrase, so my vital value proposition would appear in search results.
From there, I focused on producing blog posts, videos, and other fresh content regularly, not just a static site. Search engines favor new, meaty content. Plus, it helped establish my expertise.
Finally, I aimed to get listed and reviewed on established directories like Yelp and niche sites relevant to my audience. These listings boosted my local visibility and credibility substantially.
Within 9 months, my organic traffic climbed steadily as I started ranking for my core target terms. SEO success doesn’t happen overnight, but it pays dividends. Now over a third of my website traffic comes from search engines, driving more qualified leads than any other channel.
The key takeaway? Don’t neglect foundational SEO. Optimizing content and authority for the terms your ideal clients use works.
7. Expand Paid Digital Marketing Strategy Wisely.
While organic marketing strategies are foundational, every financial advisor should also leverage paid digital ads and campaigns. The key is doing so strategically, not just throwing money away.
When I first dipped my toes into paid ads, I treated it like a set-it-and-forget-it tactic. I used Google Ads and Facebook ads, targeted a broad area, and hoped for the best. But vaguely-targeted ads attracted the wrong traffic and gave dismal returns.
After a few months I realized I was wasting budget with this spray-and-pray approach. So I got specific. I focused my paid efforts on reaching my ideal clients – for my financial firm, that meant parents between 30-45 with household incomes above $100k.
Rather than advertise across all of Facebook, I targeted specific groups focused on family finances and college planning. For Google Ads, I optimized for long-tail keywords like “how to pay for my child’s college education”. This precision targeting sent qualified prospects to my site.
I also A/B tested different ad formats and offers to determine what messaging compelled visitors to convert.
Of course, monitoring analytics and calculating ROI is crucial. I track conversions from each campaign and funnel visitors through clear calls-to-action. Refining what works allows me to maximize the value from my ad spend.
The bottom line? Paid marketing works when layered onto other tactics and targeted strategically. Laser precision takes time, but attracting ideal prospects efficiently is the goal.
8. Implement a Multichannel Lead Nurturing Strategy.
Implementing a strategic lead nurturing process is essential for financial advisors to convert website visitors, event attendees, referrals and other prospects into long-term clients.
When I first launched my financial planning practice, I focused heavily on lead generation activities like content marketing and social media. But without a structured system for lead follow up, many promising potential clients slipped through the cracks.
I soon realized I needed to take a more strategic approach to guiding leads down the sales funnel and converting them into customers. Here are a few key tactics that worked for me:
First, I implemented lead capture forms on my financial advisor website, collected email signups at educational seminars, and requested introductions to prospects from centers of influence in my network. This provided a steady flow of leads from multiple marketing channels.
Next, I segmented these leads in my CRM based on their needs and level of interest. This allowed me to tailor and personalize follow-up nurturing communications accordingly.
A cold lead received a different email drip campaign than a qualified referral ready to schedule a consultation.
For example, I sent cold leads a series of emails with financial planning tips, market insights, and links to helpful content to nurture trust and establish my expertise. But for qualified referrals, I immediately scheduled a call to discuss their specific goals and questions.
Referrals warrant focused attention, since they are much further down the sales funnel. I made sure to spend extra time building rapport with these high-potential prospects.
No matter the lead source, consistent and valuable follow up is essential. This meant sending useful content, answering questions, and ultimately guiding prospects to book a sales discussion when ready.
Within a year of implementing this structured lead nurturing process, my prospect-to-client conversion rate increased substantially. Following up requires commitment, but it’s vital for turning prospects into long-term clients.
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9. Leverage Email Marketing.
Email marketing is an extremely effective channel for financial advisors. Implementing a strategic email program can help nurture prospects, engage existing clients, and generate more referrals. Here are some tips that have worked well for me:
Start by collecting email addresses from your website, events, referrals, and other sources. Building this list gives you an audience to market to directly.
Segment your list based on interests, needs, and relationship stage. This allows you to create tailored email campaigns to educate cold leads vs promote new offerings to current clients.
Regularly send valuable financial content focused on your niche. For example, as an advisor targeting families, I share college planning tips and life event guides.
Drive traffic to your website and blog by including links to relevant articles or tools in each email. Make the CTA clear to click through.
Leverage email to cross-promote your social media, webinars, events and other initiatives. Multi-channel marketing creates an omnichannel experience.
Pay attention to open and click-through rates to refine your approach over time. Send more of what resonates with your audience.
Following up promptly and consistently, providing useful information, and guiding readers to take action are keys to email success.
Email may not be the newest marketing tactic, but it remains extremely cost-effective for financial advisor marketing. A strategic program tailored to your audience can yield great dividends.
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10. Focus on Blogging.
Launching a financial advisor blog was one of the best marketing moves I made early on.
I’ll never forget the first post I wrote on Medium providing college savings tips for anxious parents. The night I hit “publish,” I was nervous no one would care what I had to say. Next week, my inbox got flooded with questions and comments from grateful readers.
It hit me – blogging gave me a voice to directly help families struggling to pay for their kids’ education. Soon, I was cranking out posts on topics like how to build a retirement nest egg or negotiate medical bills. Any time a client had a question, I turned the answer into a new post.
Slowly but surely, my blog enabled me to demonstrate expertise and build trust with prospects. By sharing practical, detailed advice for free, I showed I was focused on improving their financial lives.
Promoting new posts on social media and including links in my email newsletter also helped drive website traffic. Followers were eager to dive deeper into topics I covered briefly online.
Now, blogging is a cornerstone of my financial advisor marketing strategy. The SEO (Search Engine Optimization) boosts my visibility so I rank higher when prospective clients search for local professionals.
While writing consistent, valuable content takes effort, it pays long-term dividends. The blog keeps me top of mind as an accessible expert for anyone looking to get ahead financially.
11. Create Memorable Branding.
Start by defining your core brand message and values. What key traits do you want to convey? For my financial firm, it’s approachability and transparency.
Make sure your brand messaging aligns with your ideal client avatar. For example, my relaxed, family-focused tone resonates with young parents.
Design a logo, color palette, and other visual identity assets that reflect your brand personality. Modern, vibrant visuals cater to my target demographic.
Weave branding seamlessly into all marketing materials – website, ads, social media, etc. Consistent repetition cements recognition.
Create template presentations, one pagers, and other collateral your team can customize while retaining the core brand look and feel.
Encourage employees to represent the brand consistently in interactions and communications. Set brand guidelines if helpful.
Monitor client feedback and reviews to ensure the brand experience aligns with the promised messaging. Refine over time as needed.
Distinct, recognizable branding builds familiarity and trust with your audience. But it requires diligently integrating across all touchpoints.
12. Build Trust and Credibility.
As a financial advisor, establishing trust and credibility is essential for attracting new clients and growing your practice. Here are some effective strategies I’ve used:
Prominently display client testimonials on your website and marketing materials.
Video testimonials can be especially powerful. Make sure to have consent first.
Earn industry certifications and credentials like CFP, CFA, etc. and highlight these to signal your commitment to continuing education.
Partner strategically with established financial firms and professionals like CPAs and attorneys to bolster your reputation. Offer joint workshops or content.
Get involved with local community events and organizations as a speaker, sponsor or volunteer. Give back.
Avoid self-promotion across your marketing and let satisfied clients do the talking for you. Build relationships first.
Address client questions and concerns promptly and transparently. Follow through on your promises. Sharing your expertise freely builds goodwill.
Guest blog for industry sites or local publications.
Monitor online reviews and resolve any negative feedback quickly and professionally.
Marketing is important but you must consistently exceed expectations and earn trust to succeed long-term.
13. Get Client Referrals.
As a financial advisor, few marketing channels produce higher quality leads than referrals from satisfied clients. Here are some strategies I’ve used to generate more referrals consistently:
First, I established a formal referral program to incentivize clients. For every qualified referral that becomes a new client, I gift the existing client a gift card to a local restaurant they like.
I also actively remind clients that I appreciate referrals. After annual reviews, I’ll say “If you know anyone else who could benefit from my services, I’d be grateful for an introduction.”
When a client does refer someone, I make sure to follow up and thank them, regardless if it leads to business. Recognizing the gesture builds goodwill.
I nurture referred prospects by prioritizing them for content and invites to workshops or events. I customize my outreach based on why they were referred to me.
Getting specific referrals for certain specialties has worked too. I’ll ask clients “If you know parents struggling to save for college, please send them my way!”
While referrals take effort to cultivate, I’ve found them to be a highly effective source of warm leads since they come built on trust. A strategic referral program leverages your best asset – your clients.
14. Start a Podcast.
While I don’t have direct experience with podcasting, many financial advisors have found launching their own podcast to be a highly effective marketing strategy.
Successful shows like Michael Kitces’ Financial Advisor Success and So Money with Farnoosh Torabi are great examples of how podcasting allows financial professionals to establish themselves as authoritative thought leaders by sharing their financial planning expertise and experiences via regular conversational episodes.
Promoting new podcast episodes across social media platforms and embedding them on your financial advisor website draws more prospects into your orbit to learn from your insights and establish familiarity with your brand.
Listeners may feel they know and trust you well before ever scheduling an initial consultation.
Podcasting also expands your target audience reach beyond just local prospects. It enables showcasing specializations and niche expertise for specific demographics like millennial investors or small business owners.
While producing high-quality podcast content on a consistent schedule requires commitment, regular episode releases help build audience habits and keeps you top of mind as an accessible financial expert.
A financial advisor podcast can help humanize and show your expertise and foster strong relationships with ideal potential clients over time by delivering valuable perspective and education.
INSIGHTS FROM INDUSTRY EXPERTS
Reh Bhanji (CFP, CLU)
National Best Practice Leader at Desjardins
15. Host Seminars.
Choose seminar topics that provide real value to your target audience based on questions and pain points your ideal clients have. Content should be educational, not promotional.
For example, if you target retirees, an event about creating sustainable income streams in retirement would likely resonate.
Partner with local businesses, associations, or non-profits aligned with your niche to help promote the seminars to their networks and provide a venue.
Promote seminars across multiple marketing channels – website, email, social media, direct mail. Follow up with attendees after to continue the conversation.
During the events, focus on providing practical, actionable guidance rather than theoretical concepts. Share relevant anecdotes and examples.
Treat seminars as an opportunity to start building relationships with prospects, not just a venue for an educational info dump.
While hosting events requires coordination, it allows you to demonstrate expertise and get face-time with potential clients you couldn’t reach otherwise. Just keep the focus on education over promotion.
16. Double Down on Video Marketing.
When I first considered adding video to my financial advisor marketing mix, I’ll admit I was skeptical. I’m not exactly camera-ready, and investing in video production seemed daunting. But I kept hearing how video content can capture attention in a saturated market.
So I decided to get over my hesitations and just go for it. I started simple – a monthly 2-minute video email series tackling common client questions like “What documents do I need to apply for a mortgage?” I kept it casual, sharing tips that came from years of guiding clients.
Soon I began receiving emails from prospects who found my videos helpful and wanted to learn more. Many eventually became clients, citing my helpful video advice.
Also, many clients find dense financial documents dry or challenging, leading to low engagement. With DeckLinks you can video-narrate PDF documents, making complex information more digestible and personal. A wealth management firm introduced video narrations via DeckLinks for their quarterly reports, which resulted in over 3x increase in client engagement.
Promoting videos across your financial advisor website and social media like LinkedIn and Facebook can also give your videos maximal reach. The value for prospects was clear from the engagement.
While becoming truly comfortable on camera took time, video allowed me to distill complex topics and connect with potential clients in a more personal, conversational way.
The bottom line – video marketing pays dividends if you commit to consistently producing helpful financial content. Don’t let hesitation hold you back.
17. Attend Local Networking Events.
Attending and participating in local networking events can be an effective way for most financial advisors to establish connections and relationships with potential clients and centers of influence. However, simply showing up to random events often yields minimal results. The key is being strategic to make the most of your time spent networking locally.
When I first got started, I would sign up for any event I could find – chamber mixers, BNI meetings, Rotary Club gatherings, you name it. But scattering myself too thin meant I never formed meaningful relationships. People would forget me soon after exchanging business cards.
So I refined my approach. I took inventory of professional and industry groups my ideal clients were most likely to be involved with. For me, that meant getting active with the local association of CPAs, small business alliances, and college alumni networks.
I focused on consistently attending and participating in those targeted organizations. I’d offer to give presentations on financial topics valuable to their members. I’d also avoid overt self-promotion and instead foster genuine connections as fellow professionals.
This enabled me to build rapport and plant seeds for referrals. I’d proactively follow up with event attendees to continue conversations we started in person.
The key to successful networking is patient relationship building within your community, not coming across salesy. Become a familiar face by showing up regularly and offering your knowledge.
While it takes time and effort, local networking provides valuable opportunities to connect with prospects and centers of influence in an organic way. Just stay focused when targeting relevant groups aligned with your niche.
18. Host Client Appreciation Events.
Hosting occasional events specifically to recognize and appreciate current clients can generate immense goodwill. While client appreciation gatherings require planning and resources, they can pay dividends when done thoughtfully.
Here are some tips on hosting client appreciation events:
When I first started out, I rarely did more than send a holiday card to clients each December. But then a mentor suggested bringing my top clients together for an exclusive dinner. I was skeptical about the effort required.
However, that first event was a huge hit. Clients raved about the recognition and enjoyed mingling with each other. Many even called afterwards asking how they could refer friends.
Now I host a client appreciation cocktail party annually. I keep it intimate, with time to circulate. I’ll give a short speech thanking them for their business and highlighting our shared accomplishments.
Little gestures like sending handwritten thank you notes and giving small branded gifts create lasting impressions. Follow-ups mentioning how much I enjoyed seeing them helps, too.
The key is making the event special and meaningful, not a blatant sales pitch for more business. Polite spouses are welcome so no one feels obligated.
While client events require coordination, the relationship-building and goodwill generated make it worthwhile. Happy clients become great advocates.
19. Get Your Personal Finances in Order.
As financial advisors, our personal finances should be a model for how we guide our clients. After all, no one wants to take money advice from someone who can’t manage their own finances. While getting your financial house in order may seem obvious, it’s easy to let our own planning slide amid the day-to-day demands of running a practice.
When I first started out, I was so focused on attracting new clients that I neglected my own investments and budget. Then one day a prospect asked me “What retirement and savings vehicles do you use yourself?” I stammered through an answer, but it was a wake up call.
Here are a few ways I’ve learned to walk the talk:
First, I worked with a mentor advisor to create a comprehensive financial plan for my family. I implemented the same long-term strategies like target date funds, college savings plans, and insurance policies that I recommend to clients.
I also automated my household budget and bill pay. Tracking expenses and setting up automatic transfers enforces discipline even during busy seasons.
To avoid money blind spots, my spouse and I review our finances quarterly. We course correct as needed to stick to our savings and retirement goals.
Being transparent about my own financial journey with clients establishes credibility. At the end of the day, nothing builds trust like showing I operate the same way as I advise them. Getting my personal finances in order gives me confidence to put myself out there as a trusted advisor.
20. Measure and Refine Your Marketing Activities.
As a financial advisor, consistently tracking and analyzing your overall marketing strategy performance is crucial for maximizing ROI.
When I first started my financial planning practice, I implemented various digital marketing, content marketing, social media and other tactics without actually measuring results. It wasn’t until I got serious about monitoring key performance indicators (KPIs) like website traffic, email open rates, event sign ups, and more that I could focus my efforts and budget on the highest converting activities.
For example, I use Google Analytics, Facebook Insights, DeckLinks, and email marketing platforms to monitor engagement across channels. This provided clarity on where my best qualified leads were coming from.
I also set conversion metrics to see what marketing tactics turn prospects into sales appointments and eventually clients. Monitoring contact form submissions and booked consultations on my financial advisor website was key.
It’s also essential to calculate return on ad spend for paid marketing campaigns. I compared costs of paid search, social media ads, and other activities to the revenue generated to make informed budget decisions.
Armed with this data, I doubled down on the marketing initiatives delivering the highest performance and ROI. My segmented email nurture campaigns, for instance, had stellar conversion rates, so I invested more time and resources there. But I didn’t get complacent – I continually A/B tested new approaches to top-performing campaigns to keep improving results.
While monitoring marketing analytics takes consistent effort, it pays dividends for financial advisors looking to grow. The data showed what worked so I could do more of it. That insight is invaluable when implementing financial advisor marketing strategies.
FAQs
What defines an effective marketing strategy for financial advisors?
An effective marketing strategy for financial advisors combines digital marketing, content creation, and SEO to establish a strong online presence. Tailored to attract the ideal client persona, it leverages social media marketing and email campaigns to nurture leads and convert them into loyal clients.
How can financial advisors create a unique value proposition in their marketing?
Financial advisors should articulate their unique value proposition by identifying their clearly defined niche, showcasing expertise in financial planning, and how they solve problems for that target audience. This differentiates them from other financial advisors and appeals to potential clients.
Why is social media marketing important for financial advisor marketing?
Social media marketing allows financial advisors to build trust, share important information, and stay top of mind with prospective and current clients. It’s cost-effective and can boost brand recognition, especially across popular social media platforms where financial conversations thrive.
How do financial advisors attract more clients with digital marketing?
Financial advisors attract more clients by using a digital marketing strategy that includes SEO for higher search engines ranking, targeted social media campaigns, and quality content that addresses the financial goals and challenges of their ideal clients.
What role does SEO (Search Engine Optimization) play in a financial advisor's website success?
SEO is crucial for a financial advisor’s website as it helps rank higher on search engines, increasing visibility to potential clients. An optimized site attracts more site visitors, generates warm leads, and is a key part of an overall marketing strategy.
Can email marketing enhance a financial advisor's client acquisition?
Absolutely. Email marketing keeps financial advisors connected with their network, sharing updates and industry insights. It’s time-efficient, cost-effective, and has a high conversion rate, making it an essential tool for client acquisition and retention.
What is the benefit of a financial advisor having a blog?
A blog is a great way for financial advisors to share ideas, offer industry insights, and establish thought leadership. It helps build an emotional connection with readers and can be shared across multiple platforms, driving traffic back to the financial advisor’s website.
How can financial advisors measure the success of their marketing efforts?
Marketing efforts success can be measured by analyzing website traffic, conversion rate, social media engagement, and the growth rate of new clients. Regular assessment helps financial advisors refine their strategies for maximum impact.
What are some low-cost marketing ideas for financial advisors?
Financial advisors can use social media content creation, host virtual events, engage in email marketing, and network on professional platforms. These cost-effective methods can yield more referrals and help advisors build a strong personal brand.
About the Author
Our content team of sales, lead generation, and marketing experts provides industry-leading thought leadership on B2B sales and marketing, lead nurturing, and sales enablement strategies. With decades of combined C-suite and VP-level experience, we deliver actionable B2B sales and marketing content that gives B2B companies a competitive advantage. Our proven insights on lead management, conversion rate and sales optimization, sales productivity, and tech stack empower companies to increase revenue growth and ROI.
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