Market your value so you can help more people talk about money
REACH MORE FINANCIAL PLANNING CLIENTS
Now more than ever, investors are facing financial uncertainty and looking for trusted financial advice. This is where you–and your expertise–come in. This is a critical time for you to connect through financial planning with new and existing clients. Leverage digital marketing channels to promote your financial planning services and show how you help people feel more confident in their finances. Keep in mind, 64% of consumers want personalized advice1, so it is important to deliver an experience that addresses their individual concerns. This will highlight the true value that you–and your financial planning services–provide to help more people talk about money.
6 STEPS TO REACH
MORE PLANNING CLIENTS:
MORE PLANNING CLIENTS:
Know your target audience
Truly understanding your current client base will help you define your target audience and create a marketing campaign that speaks to their needs, wants, and preferences.
Strengthen your story
Identify the Why, Who, What, and How to tell a consistent story. You will reach more planning clients when your firm’s story captures attention and stands out in a competitive market.
Create a marketing plan
Identify what you will do, when you will do it, and how you will measure success. You will reach more planning clients by aligning your marketing activities with your firm’s short-term and long-term business objectives.
Build your digital presence
Personalize your content to reflect your style and voice with social media posts, email blasts, and ads. Educational content will both improve your firm’s SEO and support the lifecycle journey for clients and prospects by nurturing these relationships.
Drive engagement
Give your target audience a reason to visit your website. Engaging content generates meaningful interactions and builds trust with your target audience.
Review results and revise strategies
Plan to review your results and update your marketing plan at least every quarter. Evaluate what worked well and what you should change going forward.
Consider how digital and social media will play an integrated role in your marketing strategy
Download this eBook for tips and best practices for implementing a winning digital and social media marketing strategy.
84%
of American investors feel personalized content is very important when working with a financial advisor.2
63%
said insightful and educational content, as well as personalization, would make an advisor's marketing stand out against competitors.2
67%
of advisors who use social media believe it is effective in generating leads from millennial investors.2
98%
say a financial advisor's website is important to them, while one-third said its extremely important.2
Email Course:
Understanding the client journey and decision-making process
Enroll in this 6-day email course to help you get started with understanding how the digital marketing funnel works and how your clients and prospective clients make decisions. Each day will focus on a different stage of the journey and include practical tips for financial professionals to take actions on your digital marketing plan.
Day 1: Exposure
Take a multi-channel approach to your inbound marketing: organic search, social media, blog content, community forums, press, referral links, email, and word-of-mouth. Integrate digital advertising channels to target your ideal customer: search, display, affiliate, video, and social media.
Day 2: Discovery
Once prospects find your website, the key is to keep them there and coming back for more. Serve your visitors meaningful and personalized content to entice them to sign up for your blog or newsletter.
Day 3: Consideration
Provide consumers with the information they need to make an educated decision. Be transparent about your services and pricing.
Day 4: Conversion
Simplify the conversion process. What critical information do you need to secure a meeting with a prospect? How can you use that info you collect to structure that meeting in a way that effectively engages and builds trust with that prospect?
Day 5: Customer Relationship
Provide clients with an exceptional experience. Use personalized, targeted, and timely communications to keep clients engaged.
Day 6: Retention
If your clients are happy, they are more likely to stay and refer you to friends, family, and colleagues.
“It’s a trust business. It’s a referral business,” he confirms.
“Over the years I have seen many different avenues to market.
But the reality comes down to creating the time to build trust and deliver plans that
reinforce it.”
Lou Melone
Managing Partner of Budd, Melone & Co.
PODCAST:
That Makes Cents
Join us for season two of That Makes Cents a podcast presented by eMoney and powered by Benzinga. Each episode will feature interviews with marketing thought leaders sharing insights, tips, secrets, and best practices to help you take action on your digital marketing strategy.
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