RESOURCE CENTER

On this page

6 Marketing Initiatives that Will Build Your Financial Advisory Firm’s Client Base

On this page

To grow your assets, you need to bring on more clients. And as some of your existing clients age out, you’ll need to start attracting a younger crowd. And that crowd is living online. According to a Demand Gen report, 47% of buyers viewed three to five pieces of content before engaging with a sales rep. That means that your prospects need to view three to five blog posts, videos, newsletters, whitepapers or infographics before they’ll start taking your calls or agree to meet with you.

So to reach and win over clients you need to create a financial advisor marketing and content strategy for garnering leads by pushing out great content. This content should answer the questions of your target audience and keep them coming back. And that starts with building a strong brand.

Create a strong brand

Between ads, organic content and the products used in everyday life, the average person is exposed to thousands of brands per day. The only way to make sure yours stick out is to make it recognizable and memorable. Your brand voice, the look and feel of your marketing materials and the fonts you choose on your website all contribute to your brand. You need to create a brand story that explains who you are, what you do and why. 

But before you can begin any of the work on your brand, you need to define your target audience and understand them inside and out. What are their wants and needs, where and how do they spend their time and what drives them? With well-developed personas, you can start to craft your brand and with it, your website. 

Build an SEO-friendly website

Your website is your calling card. An SEI surveyfound that 58% of millennials say websites are their top financial resource. But it’s not enough to create a website that can be read by your clients—it also needs to be read by Google. In order to show up in search results, your website needs to be optimized for search engines. Creating an SEO-friendly website involves researching industry keywords using tools like Moz and Google’s Keyword Planner and sprinkling them in throughout your site. You also want to ensure your site has enough quality backlinks and is built with the proper headers and page titles. 

Start a blog or resource center

Another way to improve your SEO ranking is to create regular, relevant content. Fresh, informative website content keeps people coming back to your website and shows Google that your site is a valuable resource. 

One of the best ways to build new content is to create a blog and publish posts once a week. Not only will you have long-form content to draw your prospects and clients in, but it provides more opportunities to add keywords to your site. If your financial advisory firm has design capabilities, you should also build a resource center with visually appealing infographics and whitepapers, which you can offer for free or in exchange for an email address.

Your content can cover anything from the latest industry news and trends to investment and planning strategies you find most effective for your clients to key takeaways from whitepapers and hot topics within your industry. The goal of your blog and resource center should be to educate clients and prospects, answering their questions before they even have to ask them.

Write a newsletter

According to HubSpot, 86% of professionals prefer email over other communication channels when it comes to their work. So you might find success reaching your customers with a regular newsletter with snippets of information that draw the reader in and lead to the blogs on your site. A good newsletter is fairly simple to manage and creates regular touchpoints between you and your clients—making sure you stay top of mind. 

Beyond great content, you need to ensure your subject lines or optimized for good open rates and avoid any trigger words that will send it straight to a spam folder. You should also test which day of the week and time of day get the most opens and clicks with your specific customer base to make the most of your efforts. 

Capture and nurture leads with email automation

In addition to a content-rich newsletter, you should also collect leads in a CRM and set up automated drip campaigns to nurture and convert those leads. A lead nurturing drip campaign can be an incredibly affective way to get those three to five touchpoints needed to score facetime with a prospect. 

Just be sure to review the CAN-SPAM laws before building out your email communication. There are a lot of regulations around opt-outs and the information you need to have on your email templates and violating these rules can result in hefty fines.  

As you become more adept at creating these drip campaigns, you can start to better segment your audience and build additional campaigns that are more targeted. 

Be social

According to FTI Consulting, 70% of financial advisors are using social media as a part of their marketing efforts. Provided you have a solid strategy behind your social efforts, it can be an incredibly effective tool for reaching your client base. Social media should be a means of connecting with your clients and prospects, fielding questions, offering advice and building community. It should not be used to sell your products and services. 

Social media is also a great way to organically get referrals from clients, the community and other professionals. By remaining active in relevant conversations, you can position yourself as an industry leader, and if your content is valuable enough, brand advocates will share it with their own networks, expanding your reach.

If digital marketing and content strategy isn’t your forte, call in the experts to help with these six marketing initiatives. Peregrine Consulting Group helps financial advisors across the country reach clients and prospects with data-driven creative. To learn more about how we can help with digital marketing for financial services firms, fill out the form below or shoot us an email at support@peregrineconsultinggroup.com.

Share with your friends

Facebook
LinkedIn

99 thoughts on “6 Marketing Initiatives that Will Build Your Financial Advisory Firm’s Client Base”

  1. I’m not that much of a internet reader to be honest but your sites really nice, keep it up!
    I’ll go ahead and bookmark your website to come back
    later on. All the best

  2. Hello There. I found your blog using msn. This is a really well written article.
    I will make sure to bookmark it and return to read more of your useful information. Thanks for the post.
    I’ll definitely comeback.

  3. Wow that was odd. I just wrote an really long comment
    but after I clicked submit my comment didn’t show up.
    Grrrr… well I’m not writing all that over again. Anyway, just wanted to say great blog!

  4. Attractive section of content. I just stumbled upon your blog
    and in accession capital to assert that I acquire actually enjoyed account your
    blog posts. Any way I will be subscribing to your feeds and even I achievement you access consistently quickly.

  5. Hi excellent blog! Does running a blog similar to this take a lot
    of work? I have absolutely no understanding of coding however I was hoping to start my own blog soon. Anyway, should you have any ideas or tips
    for new blog owners please share. I understand this is off topic nevertheless I just wanted to ask.

    Appreciate it!

  6. Howdy! Quick question that’s completely off topic. Do you
    know how to make your site mobile friendly? My site looks weird when viewing from my iphone4.

    I’m trying to find a theme or plugin that might be able
    to correct this problem. If you have any recommendations, please share.
    Thank you!

  7. Awesome content! I absolutely agree with your opinion. Insert
    specific point of agreement or appreciation.

    I also wanted to add insert additional point or personal
    experience related to the topic.

    Thanks for sharing your insights on this topic. It’s
    important in today’s world, and I’m glad to see that insert author’s name or blog’s name is
    tackling it.

    Looking forward to more posts.

  8. Thank you for any other fantastic post. The place else could anyone
    get that type of info in such an ideal manner of writing?
    I have a presentation subsequent week, and I’m on the look for such
    information.

  9. Simply wish to say your article is as surprising.
    The clarity on your put up is simply excellent and i could
    suppose you’re knowledgeable on this subject.
    Well together with your permission allow me to grasp your RSS feed
    to keep updated with imminent post. Thanks a million and please carry on the
    enjoyable work.

  10. Hmm it seems like your site ate my first comment (it
    was extremely long) so I guess I’ll just sum it up what I wrote and say, I’m thoroughly enjoying your blog.
    I too am an aspiring blog writer but I’m still new to
    the whole thing. Do you have any points for inexperienced blog writers?
    I’d really appreciate it.

  11. I’m extremely pleased to find this page. I want to to thank
    you for ones time just for this fantastic read!! I definitely appreciated every little
    bit of it and i also have you book marked to check out new things in your blog.

  12. Great goods from you, man. I have bear in mind your stuff prior to and you’re simply extremely excellent.
    I actually like what you have acquired right here, really like what you’re stating and the way in which in which you are saying it.
    You’re making it entertaining and you still take care of to keep it
    smart. I can not wait to learn much more from you. This is
    really a wonderful website.

  13. Good day! Do you know if they make any plugins to assist with SEO?
    I’m trying to get my blog to rank for some targeted keywords
    but I’m not seeing very good success. If you know of any please share.
    Appreciate it!

  14. Aw, this was an exceptionally nice post. Finding the time and actual effort to create a really good article… but what can I say…
    I procrastinate a whole lot and never seem to get anything done.

  15. Wonderful beat ! I wish to apprentice while you amend your web site, how could
    i subscribe for a blog website? The account aided me a acceptable deal.
    I had been a little bit acquainted of this your broadcast provided bright clear concept

  16. Greetings from Ohio! I’m bored at work so I decided to browse your site on my iphone during lunch break.
    I enjoy the knowledge you provide here and can’t wait to take a look
    when I get home. I’m surprised at how quick your blog loaded on my cell phone ..
    I’m not even using WIFI, just 3G .. Anyhow, great blog!

  17. hello!,I like your writing so a lot! proportion we keep in touch more
    approximately your post on AOL? I need a specialist on this house to unravel my problem.

    Maybe that is you! Looking ahead to look you.

  18. Hi, I do think your blog could possibly be having browser compatibility issues.
    When I take a look at your blog in Safari, it looks fine however, if
    opening in I.E., it’s got some overlapping issues. I simply wanted to give you a quick heads up!
    Aside from that, excellent site!

  19. Today, while I was at work, my sister stole my iphone and tested to see
    if it can survive a thirty foot drop, just so she can be a
    youtube sensation. My apple ipad is now broken and she has 83 views.
    I know this is totally off topic but I had to
    share it with someone!

  20. I am really loving the theme/design of your web site.
    Do you ever run into any web browser compatibility problems?
    A handful of my blog visitors have complained about my
    blog not working correctly in Explorer but looks great
    in Firefox. Do you have any advice to help fix this issue?

  21. Amazing blog! Do you have any tips and hints for aspiring writers?
    I’m planning to start my own website soon but I’m a little lost on everything.
    Would you recommend starting with a free platform like WordPress or go for
    a paid option? There are so many choices out there that I’m totally overwhelmed ..
    Any ideas? Bless you!

  22. Do you mind if I quote a couple of your articles as long as I provide
    credit and sources back to your site? My blog site
    is in the very same area of interest as yours and my users would really benefit from
    some of the information you provide here. Please
    let me know if this okay with you. Thanks a lot!

  23. I have been browsing online more than 4 hours today, yet
    I never found any interesting article like yours.
    It’s pretty worth enough for me. In my view, if all website owners and bloggers made
    good content as you did, the web will be a lot more useful than ever before.

  24. Hello very cool web site!! Guy .. Excellent ..
    Amazing .. I will bookmark your site and take the feeds additionally?
    I’m happy to seek out a lot of useful info here in the publish, we want work out more techniques
    on this regard, thanks for sharing. . . . . .

  25. Hey I am so excited I found your blog page, I really found you by error, while I
    was researching on Google for something else, Anyhow I am here now and
    would just like to say kudos for a fantastic post
    and a all round exciting blog (I also love the theme/design),
    I don’t have time to go through it all at the minute but I
    have book-marked it and also added your RSS feeds, so when I have time I will be back to read a great deal more, Please do keep up the fantastic
    b.

  26. Pretty nice post. I just stumbled upon your weblog and wanted to say that I have truly enjoyed browsing your blog
    posts. In any case I will be subscribing to your feed and I hope you write again very soon!

  27. Howdy are using WordPress for your site platform? I’m new to the blog world but I’m
    trying to get started and create my own. Do you need any coding expertise to make your own blog?
    Any help would be really appreciated!

  28. Hi, There’s no doubt that your site might be having browser compatibility issues.

    When I look at your blog in Safari, it looks fine however, when opening in Internet Explorer,
    it’s got some overlapping issues. I merely wanted to give you a quick heads up!
    Apart from that, wonderful site!

  29. Hello there! This is my first visit to your blog! We are a collection of volunteers and starting
    a new initiative in a community in the same niche. Your blog provided us beneficial information to work on. You have done a extraordinary job!

  30. Write more, thats all I have to say. Literally, it seems as
    though you relied on the video to make your point. You
    obviously know what youre talking about, why throw away your intelligence on just
    posting videos to your blog when you could be giving us something enlightening
    to read?

  31. I’m not that much of a online reader to be honest but your sites
    really nice, keep it up! I’ll go ahead and bookmark your site to come back later.
    Cheers

  32. Hmm it appears like your website ate my first comment (it was extremely long) so I guess I’ll just sum it
    up what I submitted and say, I’m thoroughly enjoying
    your blog. I too am an aspiring blog writer
    but I’m still new to everything. Do you have any recommendations for inexperienced blog writers?

    I’d certainly appreciate it.

    my homepage comparative purposes

  33. It’s actually a great and useful piece of info. I am glad that you
    just shared this useful information with us. Please
    stay us informed like this. Thanks for sharing.

  34. always i used to read smaller articles which also clear their motive, and that is also happening with this article which I am reading
    at this place.

  35. Hi, I do believe this is a great website. I stumbledupon it 😉 I’m going to come back yet
    again since I saved as a favorite it. Money and freedom is the best way to change, may you be rich
    and continue to guide other people.

  36. Howdy! This is kind of off topic but I need
    some guidance from an established blog. Is it difficult to set up
    your own blog? I’m not very techincal but I can figure things out pretty
    quick. I’m thinking about creating my own but I’m not
    sure where to start. Do you have any ideas or suggestions?
    Thanks

  37. We’re a gaggle of volunteers and opening a new scheme in our community.
    Your website provided us with helpful information to work on. You’ve
    performed an impressive process and our entire group
    will probably be grateful to you.

  38. Hey there! I know this is somewhat off topic but
    I was wondering if you knew where I could get a captcha plugin for my comment form?
    I’m using the same blog platform as yours and I’m having problems finding one?
    Thanks a lot!

  39. Howdy! This post could not be written any better! Going through this article reminds me of my previous roommate!
    He always kept preaching about this. I will
    forward this information to him. Pretty sure he’ll have a good read.
    I appreciate you for sharing!

  40. Does your blog have a contact page? I’m having a tough time locating it but, I’d like to send you an e-mail.
    I’ve got some recommendations for your blog you might be interested in hearing.
    Either way, great blog and I look forward to seeing it
    improve over time.

  41. When someone writes an piece of writing he/she retains the thought of a
    user in his/her brain that how a user can know it. Thus that’s why this piece of writing is amazing.
    Thanks!

  42. I am now not sure where you are getting your info, however great topic.
    I must spend a while finding out more or understanding more.

    Thank you for magnificent information I was in search of this info for my
    mission.

  43. Hi there i am kavin, its my first occasion to commenting anywhere, when i read this piece of writing i
    thought i could also create comment due to this sensible paragraph.

  44. magnificent submit, very informative. I wonder why the
    opposite experts of this sector do not realize this.
    You should continue your writing. I am confident, you have a huge
    readers’ base already!

  45. I loved as much as you will receive carried out right here.
    The sketch is attractive, your authored material stylish.
    nonetheless, you command get got an shakiness over that you wish be delivering the
    following. unwell unquestionably come more formerly again as exactly the same nearly
    a lot often inside case you shield this increase.

  46. I used to be recommended this blog through my cousin. I am now not sure whether or not this put up is written through him as nobody
    else realize such unique about my difficulty. You’re wonderful!
    Thanks!

  47. Hello there I am so glad I found your site, I really
    found you by mistake, while I was looking on Yahoo for something else, Regardless I am here now and would
    just like to say thanks for a remarkable post and a all round enjoyable blog (I also love the theme/design), I don’t have time to look over it
    all at the moment but I have bookmarked it and also added your RSS feeds, so when I have time
    I will be back to read more, Please do keep up the
    fantastic work.

Leave a Comment

Your email address will not be published. Required fields are marked *

Recent Articles

different client personas for financial advisors

Client Persona for Financial Advisor Marketing

Having a website and tracking your website traffic can help you create and customize your client personas through the use of marketing tools such as Google Analytics. Contact us to get started.    Key Takeaways: Throughout this article, we’re going to be digging into these three important points.  Creating a

Continue Reading

Guide for Financial Advisors: How to Write a Business Plan

As a financial advisor, creating a solid business plan is paramount to long-term fiscal success — not just for the clients you consult with but also for your own personal goals and larger career aspirations. Drafting a successful business plan can be a difficult enterprise, but the right tools have

Continue Reading