In my experience, most financial advisers and planners are equally interested in improving their marketing. They know effective marketing is the key to growing their business and attracting enquiries from the right types of people. In this post, I identify the habits of the most effective Financial Advisors.
1. They are strategic thinkers
Marketing through trial and error is costly, time-consuming and frustrating.
The most effective financial advisors know this and instead carefully develop a strategy, including the targets, benchmarks and key performance indicators by which they will measure success. They also know the importance of successful implementation, then periodically reviewing the results and making changes based on the evidence.
2. They know their niche
Niches are counter-intuitive. Why reduce the number of people you can engage with by focusing your efforts on a small group? Because marketing to a niche is easier and more cost-effective than trying to get your message heard by the mass market.
The best financial advisors know the power of niches and aren’t afraid to dive deep into theirs.
3. They have a deep understanding of their target client
They want to understand what keeps their prospective clients up at night and gets them out of bed in the morning. It’s about knowing what makes people tick, how they select the professionals they work with, what might stop them taking advice, and so on.
It’s about knowing what makes people tick, how they select the professionals they work with, what might stop them taking advice, and so on.
4. They know not everything will be perfect
That guide you’ve written is no use if no one reads it because you’re constantly editing the text. There’s no perfect set of images to use on your website. Not every social media post will be liked and shared.
In the words of Facebook’s Sheryl Sandberg, good and done is better than perfect.
5. They’re not afraid to take risks
Some of the same advisers and planners who tell their clients to trust in the long-term fundamentals of investing don’t do the same with their marketing. The most effective marketers are patient and give their strategy sufficient time to work.
They are prepared to fail too. Every financial plan will need resetting from time to time. Not every fund or share a client holds will produce stellar performance. Some will be great, others mediocre and some will eventually fail. The same is true with your marketing. The best marketers make evidence-based decisions but are prepared to make mistakes and learn from them.
I hope you’ve found this article on ‘Habits of the most effective Financial Advisors’ useful. If you’re a financial advisor looking for help , please feel free to get in touch here. Myself and my team are more than happy to help.
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