Create A Financial Advisor Marketing Plan
- A Niche Market
- Create A Digital Marketing Plan
- Website & Landing Pages
- Social Media Presence
- Mobile-Friendly Content/Website
- Google’s Reign
- Goals and Objectives
- Content Marketing
- Understand Your Target Market
- What Matters to Customers
- Younger Consumers – Build trust
- Social Media Marketing
- Use great hashtags that match your content. Some could be #retirement #wealthmanagement #financialadvisor #financialwellness. Simply search these hashtags for relevant topic ideas. Social media platforms like Instagram, Facebook, and LinkedIn.
- Share information about your articles, events, and webcasts.
- Share third-party information like those on other financial blogs.
- Showcase your thought leadership.
- Social Selling
- Email Marketing
- Set Goals
- Know Your Target Market
- Get Your Own Financial House In Order
- Understand Your Client’s Motivations
- Send Out Birthday Cards. And Holiday Cards… Like “National Pizza Day”
- Understand The Difference Between Response and Results
- Always Leave a Voicemail
- Build Your Prospect List At Night
- Call “One More”
- Know-How Much Money You Make Per Direct Outreach
- Speak At Meetings
- Get Featured In Trade Magazines
- Get Your Clients to Complain
- Send Thank-You Letters
- Look For Movers And Shakers
- Use An Evaluation Form When You Speak
- Make Your Website Look Professional
- Don’t Worry About Web Traffic – Focus On Conversions Instead
- Get Familiar With Employers In Your Area
- Use A Three Letter Referral Campaign
- Improve Your Hold Music
- Have a Movie Night
- Sponsor Youth Sports
- Donate To Charities
- Set Up A Golf Clinic
- Send Postcards (And Other Direct Mail)
- Get On The Welcome Wagon
Best tips to help you develop a financial advisor marketing plan geared to acquiring affluent clients now this is going to be a little different because it’s going to involve relationship management with your top tier clients and your CEO is and relationship marketing they are directly linked together tip number.
- Now you want to start here determine your ideal client profile are they people with a million dollars or more of investable assets are they small business owners professionals are you dealing with c-suite executives or maybe all the above you’ve got to determine your ideal client profile at your starting point.
- You’ve got a match for your ideal client profile two are affluent research you know what marketing do they respond to where are their eyes and ears our research is very clear there are five high-impact marketing activities. One is personal introductions they like to be personally introduced second is referral alliance partners CPAs attorneys and the like 3rd is just social events socializing and networking fourth is word-of-mouth influence sort of the reputation buzz factor and the fifth are intimate client events fun events non-business events again it’s all about relationship marketing linked to relationship management.
- You have to take inventory of your affluent clients and your referral alliance partners you say each of your affluent clients has seven spheres of influence and within these spheres of influence or your personal introductions there are family members there are neighbors there are colleagues those organizations they belong to there are people they recreative there’s professionals they use and their friends now not all of them are going to be your ideal profile client or prospect but you’ll find your fair share then secondly you need to assess the CPAs and the attorneys these referral alliance partners to make certain that their clients fit your ideal profile as well.
- You want to create your relationship management relationship marketing cow no the social interactions you’re going to have with your clients you know your referral alliance partners and prospects whether their lunches dinners and the like the social events that you’re going to be attending you know the intimate events that you’re going to be scheduling and we highly recommend that you have at least bi-monthly fun little intimate events a handful of clients and people that they’re going to introduce you to their friends from their spheres of influence and also you’re going to want to involve your CEO is your CPAs and referral alliance partners also make certain that you’re involving the spouses the idea here is you have to put structure around your relationship management relationship marketing plan.
- Budgeting s’okay you have a great relationship management relationship marketing plan let’s put some dollars to it you see what you’re doing is you’re schmoozing your clients your prospects and your referral alliance partners throughout the year now our research tells us that elite advisors spend four percent or more of their total revenue on their relationship management relationship marketing budget so think about this is an investment in your practice and you’re really you’re schmoozing your clients at the same time as your marketing for new clients so you need to have a budget all right now you have a plan now the best plan is worthless without execution you got to execute.
Creating a financial advisor marketing plan
Creating a marketing plan will help you ensure maximum return on investment. The first step is to articulate what your product or service is, what the benefits to the customer are and why it is better or different from the competition.
If you don’t know this how will you create a compelling sales message that makes potential customers want to buy? How will you price your product or service? Price low to achieve market penetration and share or position yourself as a quality brand that commands a premium price? The next stage is identifying your target audience and your ideal customer.
What do they read, where do they hang out and what are they interested in are the types of questions you should be asking to help you decide which are the most effective channels to communicate with them. What do you want your marketing to achieve? Is it sales growth, new customers, increased profile, or all of the above? Having clear objectives gives you something to work towards and measure against. You need an end goal and a strategy to get there. Next, you need to determine your marketing tactics.
There are broadly two categories. The first, offline marketing, covers things such as print advertising, direct mail, and sales exhibitions. Second, online marketing includes anything involving the Internet such as website, email marketing, e-commerce, and pay per click. Keep referring back to your target audience and think about what’s best for them.
A marketing campaign aimed at teenagers will almost certainly need to involve online marketing whereas this would be less relevant for a campaign aimed at the over the seventies. Your available budget will also determine what you can do. A mix of marketing tactics combined as an integrated campaign is generally more effective than one tactic in isolation. A marketing plan should be constantly evaluated and measured. Marketing is not an exact science and can be a process of trial and error. So it’s important to evaluate the effectiveness of your campaigns and adjust as you go along. A good marketing plan is one that is constantly evolving.
Tips on how to develop your own financial advisor marketing plan
Financial advisor marketing plan is all about unconventional methods. I’m Peggy Collins and I’m going to share some tips on how to develop your own financial advisor marketing plan. The financial advisor marketing plan was made popular in advertising circles in the 1980s as a result of Jay Levinson’s book by the same name. The expression has become synonymous with unconventional, often aggressive marketing tactics.
This type of marketing is a great fit for small businesses largely because it doesn’t require a large advertising budget. financial advisor marketing plan requires a greater investment of time, energy, and creativity than money. Like all effective marketing campaigns, the first step is to determine your objectives or exactly what you want to accomplish for the campaign. financial advisor marketing plan is also similar to grassroots marketing in that it emphasizes the relationship the entrepreneur is trying to create with his customer.
Because it generally uses current technology it’s constantly evolving. The recent advances in technology have expanded the category to include non-traditional media such as viral marketing, product placement, social networks, and e-mail marketing that have become fairly mainstream in today’s marketplace. A good financial advisor marketing plan nearly always uses a combination of methods to achieve its goals. Step 2 is to determine what tactic will reach the desired audience. Step 3 might be to follow a timeline.
For instance, you might begin with banner ads on popular websites or search engines, SEO, followed by building a page on MySpace and launching an e-mail ad campaign. From there you might post a clever video on YouTube that the intended audience may share with friends. Give away promotional items like t-shirts or tote bags on the campus of a local college or in a busy office park. Follow that with high-value coupons like buy one get one free or 50 percent off the second item that you can be sure will trigger a response. Add some product sampling at well-targeted, high traffic locations, events, businesses and you’ve created a buzz in the market and without much cash. I’m Peggy Collins wishing you good luck and good business.
Financial Advisor Marketing: How To Do Content Marketing As A Financial Advisor
Financial adviser, financial planner, and wealth manager. I get asked this quite a lot, your average adviser is not comfortable creating or putting out content to their market, so I just want to give you a few quick tips which will help you do that. Now, should you create content is probably the first question? If you have any connections on LinkedIn, a following on Facebook, or any sort of email newsletter/database, you should be providing some sort of useful and educational content to those different connections or those lists on a monthly basis.
So what sort of content should you put out? One recommendation I give to people is to think about the questions that you get in your first meeting with a brand new client. There are probably three, four, or five questions that you get again and again and again in the first meeting; and use those as the sort of core pieces of content that you put together. So use those as the sort of core pieces of content that you put together.
So for example, if you’re doing pensions and investments it might be something like, “How much is enough” or “How can I maintain my lifestyle in my retirement” ok? You could take those as topics that you can do and then put together a piece of content. Now, what does a piece of content look like? It could be an article, it could be a video, it could be an audio piece of you talking about it, it could even be a podcast that you put out to the audience, the actual format doesn’t really matter too much.
If you’re new to doing content, I would suggest starting with an article, putting together a simple article covering maybe four key points that you want to cover and a little image that goes with it, and then you can post it on your LinkedIn profile or on your website and then share that link with your audience- ok? So that makes it nice and simple for you.
Now in terms of format, if you’re doing audio or video, or even getting a little bit more advanced and doing podcasts then you do need to think a little bit about the camera you’re going to use, about the lighting set up (we have a fully professional set up for this particular video here today). If the video is grainy or we can’t hear you, or there’s a lot of shadows, it won’t come across as professional so just be aware of that as you’re putting it together.
If you’re not comfortable on camera, start with the articles and you can always build up from there. The third piece that we need to think about here is how often should you post this content, frequency in relation to content is really important. I was talking to an adviser recently and he was suggesting to me that he was going to post once per day on LinkedIn.
That to me is probably too much; you might get away with it on Facebook and Instagram, on LinkedIn I would generally recommend one, maybe two articles at the most, maybe a couple of shorter posts per month. If you’re new to this or just starting out maybe go with one article and one or two posts and that should be plenty on LinkedIn. And bear in mind that the article or the post you do on LinkedIn can also go out on Facebook, it can also go out on Instagram or other channels as well to make your life that little bit easier.
If you’re part of one of the larger networks, maybe SJP or some of the other networks where they already provide you with quite a lot of content, in terms of articles and posts and updates; what I would suggest to you is, by all means, use the content they’ve provided- it makes life simpler for you and you don’t have to deal so much with your compliance department, but maybe repurpose it a little bit, maybe tweak the title to make it relevant for your audience.
So, for example, the title might become: “4 ways that Business owners and Company Directors in Bristol can improve their retirement” rather than just “ ways to improve your retirement”. So make it specific to the audience that you’re actually trying to speak to, and generally, it will resonate better. On that point, for every bit of content that you do, you need to think, “will this piece of content resonate with my target audience?”.
If the answer is no, you don’t post it. That’s what you really want to think about with your target audience, you’re trying to really position yourself as the go-to expert, that’s really what content is all about.
The final little tip I’ll give you is, content is about consistency, it’s about how often you do it, so even if you only did one article per month over a period of three months, six months, or twelve months; it’s that consistency of posting (people seeing your articles, people seeing your content over time) that really gives you that credibility as an expert, and the more you can position yourself as an expert, the better you’re going to do in terms of converting, sales and generating more clients for your business. I hope these points helped you, I’m Paul from Thompson Consulting, and for any queries, you can get in touch with us.
How Financial Advisors Can Stand Out with Marketing
In the last 20 years, I’ve had the opportunity to work with thousands of financial advisors to help them with marketing I’ve learned a couple things in that time.
- Number one What it takes to make a great personalized marketing strategy.
- And number two How to do that in the compliant environment that you are faced with every single day. One thing continues to surprise me about our industry (financial advisors). We’ve got 200 maybe 250 thousand practicing financial advisors And yet largely I feel like it is underserved by marketers.
Now don’t get me wrong We all know there is a bunch of marketing companies out there Most of them approach the industry with the same strategy An automated platform and a library of canned generic content. If you want to look just like your competition Go with that type of solution But don’t expect it to create opportunities and clients What we need to be doing is starting conversations the right content can do that but if you’re not present You’re never having that conversation.
You just have people reacting To something that some company posts for you That’s what different about social media and you don’t want to be having the same conversation. That 10,000, 15,000, 20,000 other advisors are having you’re unique and you want to attract a unique individual to your business That is what Social Advisors does.
We work every single day with our financial advisor clients to help create that personality and the type of content that is going to attract the right audience to your business Now with the right content strategy and the right marketing strategy You will find success in the way of leads and opportunities.
Financial advisor marketing plan overview
Financial Planning is a key business process that is crucial to the growth and health of every business organization. In the constantly changing business climate, businesses need a robust planning solution that recognizes the multiple facets of business scenarios, and helps design agile and well-tailored planning methodologies.
A robust financial planning and analysis solution must: Accurately identify and evaluate key metrics, Anticipate and plan for market changes, Leverage existing data to make informed decisions, Have access to a wide variety of information, Be comprehensive, intelligent, and intuitive, Resist bias and challenge assumptions. Financial Planning in EPM Cloud is a comprehensive planning module.
It provides different planning methodologies to help you prepare an income statement, balance sheet, and cash flow plan for corporate and operational departments. It has built-in content, methodologies, reports, forms, and dashboards which you can leverage and configure. Financial Planning provides best practice accounts, drivers, and key performance indicators that help you quickly start your planning process.
With the provided methodologies, you can perform the following, best-practice planning: Driver-based planning that uses key business drivers to calculate financial and operational plans. Trend-based planning that leverages historical trends for planning. Direct Input Account-based planning that plans numbers for each account. Predictive planning that predicts future outcome from historical data and time-series based algorithms, and Rolling forecast where planning is done continuously on a weekly, monthly, or quarterly basis across financial years. You can combine methodologies to achieve maximum benefit from the planning process.
You can leverage a wide variety of data in order to build plans and forecasts. When you create an integrated financial statement plan, you include both summarized Financial Planning data and detailed data from one or more modules. For example, you can include both summarized granular Compensation from the detailed Workforce module, and capital expenditure details from the Capital planning module. Flexible configuration allows you to pick and choose features. You can incrementally enable the drivers and features that you require.
You can always enable more features later as your planning processes mature. You can also bring in additional business dimensions such as Product, Services, and Cost Center. If your business uses custom drivers and metrics, you can easily define and configure them. You can bring in your actuals and do a variance analysis between your plan and actuals. The rolling forecast can be done in parallel to your regular plan.