Most financial advisors that I speak with say that marketing is one of the biggest challenges that they face. Why? Because marketing is hard, even on a good day. Throw a pandemic into the equation and things get even tricker. In this post, I look at how should financial advisors market themselves?
Two of the easiest ways to obtain new business are to ask for referrals from current clients and dive deeper into your existing book of business to discover new assets at other institutions that you can transfer in. But what happens when that isn’t enough? If you need to expand your marketing efforts, it’s time to think outside the box and explore non-traditional ways of business development. This includes using the power of the internet, showing your clients you care and learning from your colleagues.
Make a good first impression
Nowadays, 99% of first impressions are made online. There is a lot about being successful as a financial advisor that has to do with the impression you make, and your website is no exception. It’s an expectation that a wealth management professional will have an organized, sharp website.
Speak in plain English
When it comes to marketing content, you need to speak in a language your clients understand.
Avoid stilted styles that make you sound like a professor teaching a graduate class. Also, translate financial jargon into language that resonates with the layperson.
Financial advisor websites tend to fall into two categories. Either they are dry, jargonistic, and confusing, or they’re boring and overly general. Avoid jargon and being overly complex, but at the same time, don’t treat people like they’re stupid. A causal, professional voice works best for explaining financial concepts.
Utilise social media
Social media marketing can be a very effective way for financial advisors to create a personalized voice and make connections with their audience online. Use social media as a way to share useful tips, firm updates and curated content for clients.
You’ll also want to network on LinkedIn, which is probably the most-used social channel for financial advisors.
I hope you’ve found this article on How Should Financial Advisors Market Themselves? 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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