Being online is a major part of a financial advisor’s identity and relevancy. Whether you’re a multinational organization or a one man show with your own client base, digital marketing efforts are key to a thriving business. Not only does digital marketing help with growing your business, it also builds your reputation as an expert in your niche.
Here are four things financial advisors can do to improve their digital marketing efforts. (For more, see: Top Digital Age Tips for Financial Advisors.)
Reach Clients With Email Marketing
Email marketing is a simple way to stay in touch with your existing clients and find new ones. If you want customers to purchase your products and services and drive traffic back to your website, email marketing is a great way to get your message into your clients’ inbox on a regular basis. The more they see your name and read helpful tips, the more your business will grow.
Think about the emails you received today in your inbox. Did you receive an email from your favorite store advertising a sale or new products? The answer is probably yes. Emails allow financial advisors to make a personal connection with clients and is an effective way to influence them to take action. If you provide valuable email content, you’ll earn the reputation of an expert in your niche.
It’s easy to get started and the cost is low. Products such as Mailchimp are free for mailing lists of up to 2,000 email addresses. Once you have your list started you can add an email sign up form onto your website to prompt visitors to sign up for market news, product updates and upcoming events. (For more, see: Using an Opt-In Box to Grow Your Email List.)
Leverage Social Media
If you think that financial advisors don’t need to be on social because it’s for kids, think again. Social media should be part of your digital marketing efforts because it’s an ideal way for financial advisors to reach clients of all ages (including 55+). You can share information about topics that matter to them and their families.
In order to be effective and grow your business online through Twitter, LinkedIn and Facebook (as well as other social media channels), you need to have a social media strategy. A good social media strategy addresses three major concerns: which platforms will work best for your target audience, what time of day your clients are online and what types of content you will share. Always keep those three things in mind before you hit share.
Get Online With a Website
People buy from people they know, like and trust – that’s you. Your website shows clients, potential clients and centers of influence that you’re an expert in your industry. With the right information, photos and easy navigation (i.e. make it user-friendly, the fewer clicks the better) your website can sell for you. (For more, see: Top SEO Tips for Advisors.)
A website that attracts clients via search engine optimization (SEO) and keeps them reading with relevant content for their questions and needs helps your business grow. Let clients go online to learn about you and your services. By the time they contact you the decision to do business together will already be made.
Having an informative website that is focused on the client’s needs leaves you more time to focus on other important business activities – such as closing the deal and building long-term relationships. Think of your website as the bait and you’re the fisherman reeling them in. It’s easy and low cost to start a website. There are several companies such as AdvisorWebsites.com who are focused on helping financial advisors grow online.
Start a Blog
A blog is a big part of your website and digital marketing efforts. It can be updated frequently with articles that answer a common question, explain a complicated product for the masses or provide tips on how to improve personal finances. These articles are unique and written by you as the subject matter expert. (For more, see: How Advisors Can Carve Out a Social Media Niche.)
Other pages on your website are static - they remain the same because the information doesn’t change. Your website showcases your products and services and your blog builds that personal connection with clients. Your blog gives you the opportunity to share your expert advice with clients, potential clients and centers of influence. If you write an article about the benefits of buying an annuity and send it to an accountant, they may send it to one of their clients and voila you just got a referral thanks to your blog.
The Bottom Line
These digital marketing efforts work together to help grow your business. Your blog needs a home, which is your website and your social media and email allow you to promote your website and blog. If you’re not yet using all of these strategies, consider adding what’s missing to round out your overall online efforts. (For more, see: How Financial Advisors Get Atop Search Results.)