Social media has a lot to offer in the current digital age, yet not many financial advisors leverage the full potential of social media platforms.
Financial advisors can use social media to share snippets on budgeting tips, personal finance, or jokes that the target audience resonates with.
They can also share their advisory firm’s updates and videos with their existing and potential customers.
LinkedIn and Facebook have stood out in the financial advisory industry as platforms where advisors build and nurture meaningful client relationships.
Important to note is that apart from sharing relevant content with followers, advisors can use social media ads.
Facebook ads, in particular, make targeting the specific audience easy with their wide range of filters.
An advisor can reach out to a particular age group in a specific location. They can further filter their target market by gender, connection, interest, and workplace, among others.
Another way to build leads through social media marketing is by responding to queries in a timely fashion.
Beyond Facebook and LinkedIn, platforms like Quora and Twitter are the best in sharing expertise and reaching out to the demography that an advisor wants to work with by answering their questions.
When starting social media marketing, it is important to note that all these platforms have rules of engagement that an advisor must heed when interacting with the audience.
Advisors must also comply with Financial Industry Regulatory Authority (FINRA) regulations when posting content on social media.
According to research, online users expect websites to load in two seconds.
And so it goes without saying that more than being found online, it’s crucial that an adviser’s website loads at lightning speed.
Clearly, their audience doesn’t have the time.
When the loading speed is in check, the next important thing is responsiveness to mobile and tablet.
Additionally, it wouldn’t help if the website loads fast, yet it’s poorly designed with information scattered all over, would it?
A functional website that’s well designed and professionally organized is exactly what gives new clients the impression that the advisor is a professional.
An organized website should be accompanied by clear and easy-to-understand information about the advisors’ financial services.
And it shouldn’t stop there.
A clear call to action that guides potential clients on what to do next is a great way to convert them into leads.
Direct yet simple messages like “call us now,” or “fill the contact form below,” or “schedule an appointment with us” can be the difference between converting and losing a client.
Online reviews are at the center when it comes to online decision-making.
It’s one area advisors can take advantage of.
The best way to get started is for an advisor to ask the clients they have worked with for ages to write a review about their experience.
New advisors can request every client they work with to leave a review.
This can be on all the platforms, including Facebook, Yelp, and Google.
Financial advisors can also leverage top-rated local review sites within their locality that fit their financial service niche.
Online reviews are a classical case of an advisor’s work speaking for itself.
Nothing boosts an advisor’s credibility like a third party, confirming that truly their financial goals came to life because of their investment advice.
Having said that, it’s equally important for advisors to be on the lookout for negative reviews that might bring down their overall ratings.
The best strategy is to be proactive and respond to disgruntled clients with actionable solutions to their problems.
It’s said that content is king and for a good reason.
Digital marketing revolves around writing relevant content and sharing the same with the right audience.
Whether it’s social media, newsletter, blog posts, white papers, ad campaigns, podcasts, or video, content is important.
Consistency in producing the right content increases a financial advisor’s eligibility among their audience.
But then again, a solid content marketing strategy requires an advisor to know what works best for their target audience and tailor their content to meet their needs.
Blog posts are a great way to showcase expertise and appear on the search engine result page for the keywords potential clients use to find investment management services online.
Pay-per-click (PPC) can also help an advisor target individuals who are ready to convert.
The key to making the most of PPC is to bid for targeted keywords and ensuring the ad copy is clear and search engine optimized, and the landing page that the ad leads to has a powerful call to action.
Make Use of Automated Systems
There’s a lot that goes into digital marketing.
There are high chances that financial advisors may be overwhelmed if they manage everything themselves.
That’s why it’s important to use automated systems for customer relationship management, social media, and email marketing.
Since these tools come at a fee, it would help if an advisor goes for a multifaceted tool that takes care of several functions.
These tools also allow advisors to monitor how their posts and campaigns are performing.
They can adjust and better meet their audience’s needs.
Referrals are powerful tools in marketing personal finance services.
People are always guarded when it comes to financial matters.
Hence, it’s easy for someone to hire an investment advisor if they are referred by a friend, a family member, or a colleague.
To get started, an advisor can directly request their clients to refer their network, especially if the client has communicated that they are impressed with the financial advice received.
Another strategy to help get those referrals coming is to give incentives to clients who refer new clients.
The incentive should be within the marketing budget and be something that’s of value to the client.
That small gesture can be the key to increasing the client base seven-folds.
Online and Offline Events
The good thing about online and offline events is that an advisor doesn’t have to be part of the organizing team to attend.
These events are great when it comes to increasing business visibility and even getting clients.
But it’s important to be tactical.
Instead of going straight into sales, how about giving productive input about financial planning tips first?
Or perhaps financial advice to business owners.
The goal is to help others while low-key, letting the audience know they can get personalized financial planning services.
When people find insightful information from an advisor during these events, there are high chances that they’ll reach out at an opportune time.
What are the qualities of a good financial advisor?
A good financial advisor is committed and trustworthy.
They strive to understand their clients’ financial situation before recommending investment products to help them meet their specific financial goals.
More than that, they can be trusted because they have the client’s interest at heart, i.e., they are fiduciaries.
What skills do financial advisors need?
Financial advisors require computer skills, project management skills, communication and interpersonal skills, and sales and marketing skills, just to mention a few.
How can I be a better financial advisor?
You can be a better financial advisor by analyzing every area of your job description to find your weak spots.
From there, devise a strategy to strengthen the weak areas that are dragging you down.