As a financial advisor, you’re responsible for finding and winning over new clients in order to grow your business. But one-to-one outreach is incredibly time-consuming and you’ll need a little extra help building up your client base. To grow your business faster—and with less effort—you need to invest in digital marketing.
Though there are a number of reasons why online marketing for financial advisors pays in dividends, here are the top five reasons why you need to develop a marketing strategy right now.
It introduces your brand to a larger audience
Content and digital marketing provide ample opportunities to get your business and offering out into the world. Today, most people conduct research online before even meeting with a financial advisor. According to a Demand Gen report, 47% of buyers viewed three to five pieces of content before engaging with a sales rep. If your potential clients are searching for financial advisors online, that’s where you need to be.
The best part of online content is that your website, blog, and social channels are working for you 24/7. Having educational content online is like constantly having a rep in the field. While you’re sleeping, meeting with clients, or on the links, your digital content is selling your business.
It helps you attract a younger client base
As your existing clients age out, you need to focus on attracting younger clients. Millennials and Gen Z prospects are living online, so having a strong online presence will help you find, attract and win over that segment of the market. According to an SEI survey, 58% of millennials say that websites are their top financial resource. Therefore, make sure your blog, website, and content are answering their questions and serving as valuable resources.
Related Read: 10 Best Apps for Financial Advisors in 2022
It demonstrates your expertise
Blogs, newsletters and social media offer opportunities to consistently showcase your expertise. By sharing your knowledge of effective investment strategies and industry trends, you’re able to prove your worth before setting up a single meeting. And the more people engage with your content, the more you’re able to establish yourself as an expert. It’s also an easy way to connect with clients to win them over without asking much of them. Though prospects might not agree to an hour-long, in-person meeting to hear about your financial planning strategy, they’ll have a much harder time saying no to reading your 1,000-word blog post.
It helps you educate your prospects
Part of your role as a financial advisor is to explain the complexities of financial planning to your clients in a concise and understandable way. Some of this will come out in face-to-face meetings, but you may also want to create marketing collateral that explains the various elements of financial planning in a digestible format. By sharing these marketing pieces with clients and prospects before your meeting, more of your facetime can be spent focusing on the client’s specific needs and your plan for accomplishing their goals.
It makes you top of mind
By creating regular content, you’re inviting visitors back to your site or your blog, creating multiple touchpoints. This will keep you top of mind, so when a person has a need for a financial advisor, you’ll be their go-to person. Your content can be anything from industry updates, hot topics and trends to your investment philosophy to updates about your team. The more valuable your content, the bigger incentive people have to return to your site.
In addition to regularly published content, you should invest in a strong email marketing campaign. It should focus on nurturing your leads or asking top clients for referrals. By building out various campaigns tied to client segments in a CRM system, you can automate your cold calls, follow-ups and outreach, saving you enormous amounts of time.
Marketing for Financial Advisors – Where to Start?
Marketing for financial advisors requires a certain set of skills and expertise. If digital marketing and content strategy isn’t your forte, call in the experts. 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 you build your financial advisory business, contact us today.