Finding clients is often the hardest part of a financial advisors job. Outside of networking events, community outreach and referrals, other methods of marketing can be quite costly and not produce satisfying results.
Luckily, if you start using digital marketing techniques for your firm you can get long term results in a cost effective way. Saving money is good right? You can re-invest that into more marketing ideas! (Though we know you’d rather put it into your own investments).
Here are some ways you can start getting more exposure and finding new clients through the internet.
1. Make a Website
A website is like a 24/7 sales person. Even if you never do any internet marketing, at the very minimum you should have a website. A website allows your potential clients to learn about the services you offer. With a website you don’t need to worry about a boring “elevator talk”. We don’t believe in that.
A website will allow your potential clients to read about how you can assist them and then instead of you trying to “sell” them services, they’ll “want” your advice.
Even if you don’t put any content on your website, at least they will be able to contact you and set up an appointment with you. Websites are quite simple to set up. Wix or Squarespace allows you to set up a simple website. However, be aware that these are not long term solutions. If you want a website that will last a long time and be great for internet marketing we recommend a custom build website or WordPress.
We offer 2 types of financial advisor websites:
Rent – You can pay as you go and rent a website for $65 a month.
Buy – You can purchase a custom website starting at $1,500.
2. Find Your Niche
Financial advising is a very broad field. While you may be able to offer every service from life insurance to portfolio management and even trading advice, we highly recommend you pick out a niche you want to market in. This means, find one area you know you will make money in, find out how competitive it is and then start marketing for that. We can help you find out how competitive certain financial advising niches are in your area.
Once you figure out what niche you want to go into you can build out your website and marketing material around that. For example, instead of just financial advising you may want to pick a niche such as:
Investing for Doctors
Life Insurance for Seniors
Financial Advising for Small Business Owners
3. Get Listed On Financial Advisor Directories
While you are in the process of building your brand, your website and your marketing campaign in order to get more exposure and clients, you can work with third party services that help get clients.
These third party services are known as directories. Some of them are free and others are paid. Some directories are very general business directories such as Yelp.com and Manta.com, while others are more specific such as NAPFA.org or FeeOnlyNetwork.com.
4. Invest in SEO
When you type “financial advisors in Houston” or “financial advisors in New York”, what do you see? First you see the paid ads, then you see the map listings and under that you see more results. SEO (search engine optimization) will help your website show up on the map and the listings underneath.
This is the best long-term marketing strategy for financial advisors because over time your cost per acquisition on leads goes down. Also, the leads you get from SEO often convert much higher than cold calling, cold emailing or post card marketing. This is because when you cold call or email you are reaching out to people that “may” need your service.
When someone comes to your website via SEO they are already looking for your service. Which means you just need to make sure you can close!
5. Set Up Your Social Media Accounts
Social media is very powerful. Whether you like it or not, you’ll need to setup social media accounts for your financial firm. Since social media marketing is relevantly new compared to Google marketing, their cost per acquisition tends to be lower. Also, you can reach out to specific demographics and filter out people you know you can’t assist. Whether you are focusing on retirement planning or life insurance leads, social media will be a great way to get exposure.
Even if you don’t put money into paid ads on Facebook, LinkedIn or Instagram, you an gain exposure by posting useful content. If you stay consistent with your posting and use proper keywords in your “hashtags”, over time you’ll gain followers naturally.
We recommend posting at least 2x a week on the following social media sites:
If you don’t have the time to do this then contact us. We’ll be able to deal with the hassle of social media while you focus on making people money.
6. Paid Advertising
If you’re impatient and want clients right away then PPC (pay per click) or paid advertising may be for you. In order to do paid advertising you should have a good annual marketing budget since it takes time to optimize a good PPC campaign. Also, the longer you do it, the cheaper it should get so you can’t just stop after 2-3 months of marketing.
For PPC we recommend you have a budget of at least $25,000 a year or roughly $2000 a month.
Contact us for more information on paid advertising.
7. Setup Google My Business
Last but definitely not least is Google My Business. Every advisory that has a physical address or office should set up Google My Business whether they have a website or not. This will instantly put you on the Google Maps and help people in your area find you. Getting listed on Google My Business is absolutely free and if done properly, can start getting you phone calls immediately.
Google My Business can be very powerful when combined with SEO on your website. You can dominate a lot of real estate on the first page of Google and get more clients at no cost.
If you don’t have the time to set up Google My Business reach out to us. We can set up all your top directories such as Google, Yelp, Bing and more.
8. Focus on Referrals
The last one was supposed to be the “final point” but, we can’t finish without mentioning this. If you are a financial adviser than you have a big responsibility. Your clients futures are literally in your hands. If you are passionate about what you do then your clients can tell.
If you are passionate about what you do then you’ll start generating the best leads possible. Referrals. Referrals are the Ferrari’s of leads. They are the best leads you can get because the trust factor has already been built by the person referring you.
9. Be Passionate About Financial Advising
Be passionate about advising. Care for your clients. Keep educating yourself in your industry and never stop learning. Do these things and whether you’ve been in business for 20 years or 20 days, we guarantee you’ll see great results.
Let us know what you think about the tips in the comments below or contact us if you would like to set up a consultation to start growing your practice. We offer a wide variety of digital marketing service for financial advisors.