The Marketing Essentials Hit List for Financial Advisors
September 12, 2016 | Posted in Buyer Persona|
Financial advisors carry a ton of responsibility. Historically, they haven’t been the most active in new, innovative marketing techniques. However, with only 1 in 5 clients reporting that they trust their advisors, it’s time to step up to the plate and take on the additional responsibility of marketing their services. Marketing should become a priority for all advisors, so that all of their current and potential clients see them in the proper light. This industry requires knowledge, use of technology, and customized service in order to be competitive. We’ve compiled this hit list of marketing essentials that you can take back to your advising firm and incorporate immediately.
Perfect your elevator pitch.
Whether it’s an interview or an introduction at a networking event, you need to be able to succinctly state why you are different than other advisers. Ways to make your pitch stand out include using common sayings, evoking visual imagery, rhyming, and utilizing metaphors or analogies. You should not use any sort of industry jargon. Clients will appreciate being able to understand financial concepts more than being impressed by large words.
Tell a story.
Storytelling can be used in multiple ways. You could tell a story in the form of an analogy or metaphor to better explain a larger financial concept to a client. You could also tell a personal story to help the client understand why you are in this career or why you’re making a particular financial decision. If they see that you’re in the business for more than a paycheck, they will place greater trust in you.
Look for a niche.
Specializing in a particular aspect of financial advising, whether it is small business owners, divorcees, or government employees, can give you a unique edge. By focusing on a smaller base of knowledge, you can become the best at what you do, and that will appeal to those in your scope of practice.
Have an opinion.
Make sure to follow the latest happenings in your industry, and don’t be afraid to share your personal opinion. By expressing your opinion, you’re showing that you are aware of what is happening in the financial world, as well as knowledgeable enough to form your own conclusions.
Create buyer personas.
Buyer personas are representations of your ideal client. Who are they? What are their goals and challenges? Create your marketing based around these personas and your message will appeal directly to clients that fall under those personas.
Produce remarkable content.
Any kind of online presence you have should be carried by the amount and quality of content you distribute through your digital channels. Content can range from a blog post, to a white paper, to an infographic, webinar, or even video. Content drives your search engine optimization and will help potential clients look to you for advice before they ever step foot in the door.
Don’t forget old-fashioned networking.
Digital marketing has revolutionized the way we do business, but earning trust is best built face-to-face. Make sure you are putting yourself out there to meet new people and spread your message. Share your opinion, be confident, and tell people why you are the best choice. Networking will help you build a vocal client base that sends you referrals regularly.
Leverage social media.
Many advisors are afraid to utilize social media due to compliance or use it and don’t personalize their voice in their messages. Being authentic, engaging with followers, and being unabashedly you will appeal to many. Think of it not as selling a product, but selling yourself. In fact, 50% of financial advisors reported that they converted a prospect into a client using social media.
These marketing essentials will get you started on the right path towards growing your business and helping gain your client’s trust. As you start to effectively market yourself to potential clients, feel free to experiment with new approaches and evaluate what works best for you. This hit list is just the start!
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