Cyberspace is ever-changing, and avant-garde marketing tools in the form of social media platforms, websites and/or apps have switched the mentality of both businesses and consumers.
Gone are the days that a patron had no choice but to physically call at a company`s premises to check their offing, as this can now be briskly executed in seconds from the palm of their hands via their smartphones. Companies on the other hand have embraced digital marketing to promote their services and reach clientele with more ease.
The Covid-19 global pandemic indirectly assisted this phenomenon to grow even more rapidly, as more trades went online with any interested buyers following suit embracing the new emphasised touchless interaction approach.
Corporate strategies are following this trend, and if your commerce isn`t online competing with the rest out there, slowly but surely you`ll find difficulties to move on in the segment and/or become irrelevant.
Filtering down specifically to the financial advisors’ sector, as any other trade, they surely can`t be left out from this equation and rationale. Read on to see why this discourse applies, why advisors should be utilising modern digital marketing and how these strategies will leverage their business.
Search Engine Optimisation (SEO)
Surely one of the topmost strategy, SEO enhances the chances of your trade to be spotted online, leading any interested visitors to access your website, follow and even share any related links.
If carried out correctly, SEO will indeed attract curious new potential clients who are surfing the net comparing financial advisors` services and balancing their options, while in the comfort of their homes, commuting or at the office (hopefully during their breaks that is).
Since SEO supports clients to find an advisor`s website through commonly used phrases and search engines, it brings people to the trade without the latter having to get out to find them like they used to.
SEO is considered as a form of inbound marketing, which is less invasive and more appreciated than the usual TV/radio commercials and cold calling, since as aforementioned, people can now interact with a financial advisor website when and where they want.
The SEO strategy is a long-term one, any new business venturing online including financial advisors won`t see immediate results, but it will pay off in time if you stick with it, and it will help your business grow.
This strategy doesn`t need to be written, although dynamic articles, attractive landing pages and interesting interactive blogs can do wonders for your website.
However, content marketing can be delivered even in form of short videos, since visuals leave a great impact. Even a simple infographic is a good idea for visitors to share, as sharing your content, thus your advisory services, is the ultimate goal here. More sharing enables you to peak higher in the search engine`s rankings.
Ideally include your personal story in your content marketing, within limits and work-related of course, since clients tend to connect more with financial advisors who recount their first-hand experience. This will give you a better chance to bridge with prospective clients faster.
This strategy is usually underrated, and we are not referring to sending cold emails here to touch base and start to tell your story from scratch, hoping to attract some interest from a targeted niche.
On the contrary, if you set an email opt-in on your website, any visitors, readers or eventually subscribers will be emailing you themselves!
These emails hold great prospective as you are liaising directly with individuals who are curious to know more about your financial advisory skills, so you`ve got half the job done.
This email strategy also serves to keep existing clients engaged with say monthly newsletters, promotions or what`s new at the firm. Emails can be utilised as a means of quick communication, keeping the relationship between the financial advisor and patrons friendly, which is paramount as you`ll be regularly and literally discussing their wallets.
Just be careful to avoid spamming, as that will have a reverse effect and would irritate clients.
Social Media Marketing
Grow your business with platforms like Facebook, Instagram and more professionally LinkedIn, since your financial advisory firm will be able to get promoted, commented on and shared, hopefully creating leads in the process.
Do not underestimate the power of a YouTube channel, or even Shorts, while TikTok is well-known to blow up views.
This can be a full-time job, so we recommend you pick and start with just two platforms at first, as long as the firm doesn`t have dedicated staff to cater for this social media marketing strategy.
Trust that these suggested strategies served as an insight also for financial advisors out there, looking for more engagement, to expand their digital footprint, enhance brand awareness, and target prospective client leads, as with a planned and risk-calculated online exposure their trade will surely obtain a boost.
Considering the sensitive profession though, always remember to liaise with your compliance team, check your local compliance rules regarding what you can share or discuss online via digital marketing platforms, and what are your limits when standing or exercising even temporarily as a virtual financial advisor.
Keep in mind that digital marketing doesn`t rest, but any business must keep crafting, augmenting and partake content to see regular progression. In our case, this also applies to your firm.