Digital marketing for financial advisors can be so simple if you wisely invest your time and energy.
The demands of running a successful advisory business have changed with the rising use of technology and social networks. If you don’t have a presence on the internet, then who are you really?
The importance of an online brand and a digital marketing strategy can be frustrating when you already have built a lucrative business off the web. Still, it can also be a massive opportunity for you to scale your existing firm.
Keep reading if you are looking for a tangible step-by-step process to get your digital marketing strategy working and working for you!
Beginner’s Guide to Digital Marketing for Financial Advisors
The reason digital marketing is effective and used as the primary digital marketing strategy by most businesses is the benefit of targeting.
Targeting allows you to get your business in front of people that need your services.
There are many different ways to use targeting to your advantage. Still, for your target audience to “bite” onto your offers, you need to create content and a brand that speaks to their needs and desires.
Last but not least, you need to have a solid strategy to convert leads into clients. Being strategic about conversion is what most advisors fail at and, therefore, lose much business.
So let’s speak about these foundational concepts a bit more.
Use Targeting to your Advantage
Get clear on who your ideal client is, what they need, and their pain points. From there, all the following strategies will become much easier!
How do you do that?
Simply look at the common denominator your existing client base have.
Which common problem did they come to you for? What did they most benefit from working with you?
If you solve different problems, then look at what personality traits your clients have in common. What are their interests, their desires?
Build your “client avatar” so you know whom you speak to and, ultimately, whom you create content for.
Use Content to Guide Leads through your “Hero’s Journey”
There are many ways unique content can be beneficial for your business. Foremost it’s about creating an experience for your leads, showing them that you have the answers to their problems and that you can help them reach their goals through your expertise.
There are 3 stages of content that will show prospects that you understand where they are now, explain how your service can soothe their pain points, and ultimately guide them to invest in their goals by investing in your service:
- Attraction: Helps to bring new eyes to your business
- Awareness: Builds trust with your existing audience
- Conversion: Acts as the trigger for ideal prospects to book a call with you
Leveraging all stages of the hero’s journey through your content will elevate your Inbound Marketing, meaning leads contact you through exposure to your content. Instead of you having to find and cold call prospects through Outbound Marketing.
To get a sense of what a successful hero’s journey can look like, check out this Case Study on Jeff Rose’s Wealth Hacker Lab.
As easy as content creation might seem, it’s equally easy to get trapped in creating without seeing a return and getting discouraged. We’ve all been there!
To learn how to create content that ranks and converts, check out the Content Accelerator- a step-by-step process to master the art of profitable content creation.
Let your conversion strategy do the work
Most financial advisors have a website and a social media account in place.
On their website, they introduce their firm and themselves through a couple of sentences followed by an address and email to get in touch.
Their social media profiles exist, but that’s about all.
If this is you, it’s time to step up your digital marketing game. Don’t worry; we got you!
Social media is essential to share your content and connect with prospects. Still, there’s nothing more powerful to back up your authority than a visually appealing and resourceful website that you own.
Therefore, having a website is vital. Not only does it give you a platform where you can build your brand as an asset, but it can serve you to qualify and convert ideal leads.
To sell your products/services, you need a solid strategy to get people from consuming your content to book a call with you.
We’ve helped multiple financial advisors build a system that brings in new quality leads. Keep reading to learn the step-by-step process to build an authoritative business online.
Step-by-step process to improve your digital marketing as a financial advisor
There are many options you have regarding how you market yourself online. The most important thing is that you enjoy the process and stay consistent. You’ll learn what works best by trying things out. Imposter syndrome might kick in at times, but don’t let it hold you back! Remember, someone out there needs you and your knowledge.
So let’s get into the step-by-step process to build and scale your brand online:
1. Choose your main content channel and stick to it.
What do you enjoy most? Writing, speaking, or creating videos, you decide! Podcast, Blog, YouTube, whatever you choose, be consistent. You don’t need every format but one to showcase your unique wisdom. Check out Benjamin Brandt’s Retirement Starts Today podcast focused on retirement planning which builds authority in Ben’s niche, it’s crucial element in his digital marketing strategy.
2. Create content regularly.
3. Make the most of your website.
Your website is not only your content and conversion hub, but it reflects your personality. Its presentation will make or break visitors’ first impression of your business and determines if they want to work with you or not. Check out these 10 best financial advisor websites and why they work.
Some of the common elements they all have in place are:
- A well thought out brand story & message
- A magnetic lead magnet to grow their email list
- A power lander (a landing page that converts)
- A unique discovery process that makes them stand out and what they offer crystal clear
For a few more pointers on leveraging your website take some pointers from our Case Study on Milestone AMG
4. Choose 1-2 social media platforms to engage with your ideal clients.
Facebook, Instagram, Twitter, or LinkedIn, where are your ideal clients spending their screen time? You should know your target audience well enough to figure this out.
Then get familiar with the platforms you choose and use their features, they can help you achieve your marketing goals!
While social media is a powerful tool to connect with potential clients, share your content, and build trust, you don’t have complete control over it.
Please don’t make the mistake of pouring all your energy into creating content only for their platforms. Have your own platform- your website.
5. Host online events
Once you have a solid online presence, and followers, and want to scale more, host online events. A free workshop, webinar, or challenge is a great way to network with existing connections and make use of their network. Invite clients to bring their friends and colleagues. This helps build trust and awareness of your brand and widens your client roster.
To sum it up
Navigating the digital world can be confusing, and digital marketing strategy as a financial advisor bring an extra step of complexity, see our article on the new SEC rules as they relate to testimonials. Many financial advisors are out there, and competition in an indefinite space can be overwhelming. The good news is that there’s only one of you! The way you help your clients is unique.
All you need to do now is convey your value in how you present your business and processes online while guiding and qualifying prospects through your conversion funnel.
Once you start following the steps above, you’ll be on a path of learning and adjusting to what works best for your business.
If you need help creating a compelling website, an effective conversion strategy, or writing engaging copy, please reach out to us now. We design custom websites that help exceptional financial service providers stand out and get results online.