Marketing managers in the financial space are in a unique position. There are a lot of factors that play in to the success and creativity (or lack thereof) of a financial marketing campaign, including consumer trust, industry standards, and of course, good old federal regulations.
But just because these factors exist doesn’t mean they have to limit you. Below, we’ll share 10 financial advisor marketing ideas that will help you improve your marketing and sales processes so you can work smarter and perform better.
1. Blog About It
Establish your brand as a thought leader in the financial space by creating a blog for yourself or your company and committing to regular updates. Share free advice and break down complicated topics as a way to instantly showcase your authority with consumers, ending each post with a call to action about how readers can get in touch if they want to learn more.
By giving a slice of your expertise away for free in a blog, you’re effectively showing off your knowledge and what you have to offer without having to get someone in the door first.
2. Contribute Guest Posts
If you’re not quite sure you can fit a blog into your schedule, achieve similar results by using your expert insights to craft guest posts for reputable financial websites. You’ll likely be able to reach a large audience right away, and you can target the sites you work with based on their particular audiences.
Many sites will accept guest posts with a link or two in the byline for free, but expect to go through the ad department if you want to also include in-text links back to your site.
3. Give a Gift
Get creative with your direct mail marketing and send out custom gifts designed to keep your name front and center in your clients’ minds.
It could be something as small as a flash drive with your logo printed on it, or you could go more extravagant and send out artisanal chocolates, personalized gear, or something more particular that speaks directly to your brand and/or services. It will be a nice surprise for recipients, and an original way to spread a positive message.
4. Get Social
Social media isn’t just for Millennials and media brands. Getting active on social platforms – even if it’s just a couple of them – will help spread the word about who you are and what you do to a broad audience both in and out of the financial industry.
Use it as a way to publish not just ad-related content about your services but also quick tips and bite-size graphics that inspire sharing and engagement. It will help new prospects find you, and it’s a great way to keep in touch with existing clients.
5. Build up Online Reviews
Online reviews play a major role in consumer decisions, especially when it comes to finance, where there are many competitors offering similar services. To stand out from the crowd, you’ll need to cultivate a strong presence on review sites with positive testimonials that highlight your successes and trustworthiness.
But how do you get reviews? Ask for them! Send out follow-ups to clients after you’ve provided a satisfactory service asking them to leave a review to help out the business.
6. Incentivize Referrals
Your existing customer base is one of the most important assets you have for bringing in new potential clients. Incentivize referrals by offering rewards to those who send new prospects your way.
Make sure the reward has real value, such as a $50 gift card to a local restaurant or a free wealth management or financial advisory meeting. Your current clients will feel like they’re getting something for free, and the money you spend on rewards can just be worked in to your advertising budget.
7. Optimize Your SEO
You need to make it as easy as possible for people to find you online, which means doing everything that you can to ensure you’re showing up at the top of the list for relevant keyword searches. SEO, which stands for search engine optimization, is the process of building in to your site the factors that improve your rankings with search engines – everything from the words you use to the way you tag images matters.
If you don’t have a knowledgeable SEO expert on staff, there are plenty of SEO consulting companies that can help guide your way to the top of the rankings.
8. Narrow Your Audience
Center marketing campaigns around a target audience, instead of trying to reach a broad and varied base. The more you can hone in on who you’re trying to appeal to, the better you can create and sell a message that speaks directly to them.
This includes narrowly defining the age range, income levels, service needs, and financial goals of a particular audience, with the goal of not just sending out a campaign only to them, but strategizing the campaign itself around their wants and needs.
9. Highlight Your Specialties
In a field like finance, it’s not enough to be a jack of all trades. You need to figure out the one or two things that you do better than everybody else and then capitalize on these specialties in your marketing and sales efforts.
Having a well-defined area of expertise helps build up trust and credibility, and increases the chances that you’ll become part of a customer’s diversified financial services plan.
10. Always Be Analyzing
Don’t just have blind faith that your marketing will work. Test, measure, and adapt your strategies based on real data so that you can make the most informed decisions possible about how to reach your audience. Relevant data includes response rates, conversions, and information around consumer behavior.
Dig in deep and pull out as much helpful information as you can so you’re not wasting time or resources on marketing that doesn’t seal the deal.
There’s no such thing as one-size-fits-all marketing, especially in finance. Choose what works for you and run with it – results should follow soon after.