Recent figures suggest there are around 200,920 financial advisors currently working in the US. That’s a lot of competition, and if you want to stand out, it helps to know how to market yourself online.
Many financial advisors find digital marketing complicated, though. One day there’s a blog post suggesting that Facebook Ads is the best way to get clients. Then another day an expert is telling you LinkedIn is the place to be.
Here are seven digital strategies that’ll help you learn what does and doesn’t work when it comes to marketing for financial advisors. Go through the tips in this post, and you should have a much better understanding of how you can get clients, using digital marketing.
Let’s begin!
1. LinkedIn Advertising
If your target market is mostly made up of a B2B audience, LinkedIn is an excellent way to get in front of people that’ll be interested in your services. While you can go through the effort of building up an organic presence on the platform, you can use LinkedIn Ads to speed up the process.
When running LinkedIn Ads, there are three different formats you can use –
- Text Ads
- Sponsored Content Ads
- InMails
Text Ads are small blocks of text people will see, as they’re browsing LinkedIn. This ad product tends to perform poorly because it’s quite small.
You can also run Sponsored Content ads. These ads will show up in the ‘newsfeed’ of your target audience, making them more visible and thus more likely to work.
You can use Sponsored Content ads to promote content your target audience will find valuable. This approach works well because you can use the content to prove that your company is an expert on financial services.
InMails allow you to contact anyone on the LinkedIn platform, using the built-in messaging system. This method delivers great results because you can create tailored marketing messages. Because the marketing messages are extremely customized, you’ll likely see a very high response rate.
2. Email Marketing
You’ll only see results with email marketing if you know how to get people to join your email list. Luckily, you can do this by offering people with an incentive.
An example of this might include an ebook that teaches people how they can improve the returns on their investments. Of course, creating the ebook isn’t enough. You’ll then need to promote the ebook so people can access it, as long as they provide their email address.
Once people are on your email list, you’ll want to send them a sequence of emails that teaches them even more about the topic in question. In doing so, you can prove to your audience that you’re an expert on this subject matter. After 6 or so emails, you can then send an email that mentions the services you offer and how people can take advantage.
3. Remarketing Ads
A significant number of people probably go to your website, but take no meaningful action in terms of reaching out to you.
You can turn these people into clients by using remarketing ads. Remarketing ads work because they get people back onto your website so that they have another chance to engage with your company.
When running remarketing ads, you have the option of using Facebook or AdWords.
Facebook remarketing ads allow you to remarket to people, whenever they’re using Facebook or Instagram. AdWords, though, let’s you remarket to people across a broad range of websites, all over the web.
3. Create SlideShare Presentations
SlideShare presentations are like online powerpoint presentations. You can use them to highlight your knowledge on a specific subject matter and thus build trust with potential clients.
You can create as many SlideShare presentations as you want to, so don’t feel the need to cram a lot of information into a single presentation. Think about a specific topic that your clients consistently find confusing. Then go about creating a SlideShare presentation that thoroughly explains the topic.
When naming your SlideShare document, use keywords that highlight the content of the presentation. This’ll help improve the odds people find it when using Google.
4. Run Webinars
Webinars are essentially like online seminars, and they can be one of the best ways to share your knowledge on something. If you want to succeed with webinars, you need to know how to create engaging webinars and how to drive traffic to your webinars.
When creating a webinar, use the same approach you’d use when trying to create a SlideShare presentation. So, take a topic and explain it in the simplest way possible.
You might want to include a section at the start of the webinar that highlights your experience and why you’re someone worth listening to. You’ll also want to have a section at the end which gives people the chance to ask you questions.
Driving traffic to a webinar isn’t that difficult, and you can use Facebook or even LinkedIn ads to generate an audience. If you want to make things easier, you could also consider pre-recording your webinar so it runs every hour. This can help improve attendance rates.
5. Become a Sponsor
Sponsorships can help you reach a relevant audience, without having to go through much effort.
To make this work, you need to find someone with a relevant audience and ask them if they’d be open to any sort of sponsorship deal. This might include someone who runs a financial podcast, or even someone that owns an Instagram profile related to finances.
6. Guest Blog
Like sponsorships, you can use guest blogging to reach a relevant audience by using someone else’s platform.
You can find blogs with an appropriate audience by searching Google. When trying to find these blogs, use the kinds of keywords your target audience would use, when looking for financial advice.
Once you’ve found a relevant blog, scroll down to the bottom of the page and see if they have an editorial section.
If they do have a section like this, they may have some guidelines on what it takes to become a guest blogger for the site. You then need to develop some content ideas that align with these guidelines and pitch them to the editor in charge.
When coming up with ideas, it helps to think about something that is currently gaining a lot of attention. For instance, you could talk about whether quick loans are a good idea or what might happen to investments as a result of the recent tariffs.
7. Spruce up Your Website
An outdated website can turn people off your brand, thereby undoing all of your hard work in trying to get people to visit your site. Thankfully, improving your site isn’t that difficult, and you can hire a freelancer to help you quickly freshen things up.
If you want to keep costs as low as possible, think about investing in a WordPress theme. Though the theme won’t be unique, it will help you quickly create a website that looks professional.
Marketing for Financial Advisors – Is It Complicated?
When it comes to marketing for financial advisors, it’s worth considering how you can take advantage of online marketing.
This post has covered seven digital strategies that’ll help skyrocket the leads for your business. You can make use of LinkedIn and the various ad products on offer. You can also do some guest posting, so that you can get in front of a relevant audience, in record time.
There are no guarantees in the world of digital marketing, and it’s hard to predict which method will work for your business. But as long as you keep trying each of the tactics we’ve covered, you should eventually find something that propels your business to new heights.
