The days of word-of-mouth referrals and buying ads in the paper to acquire clients are over. The internet has forever changed the world of financial services. Potential clients don’t need to take the word of their family and friends when they can look up your credentials on social media. Advisors don’t need to pay for print advertisements when they can create a blog and website for a fraction of the cost.
Traditionally, investors would seek the advice of a financial advisor when they wanted to know how to budget, buy life insurance and contribute money into their retirement accounts. Nowadays investors can type anything into Google and find pages and pages of information on the topic. Investors can log into their online brokerage account to buy and sell securities. Digital advancements and the world we now know as fintech (financial technology) has forever changed the way advisors conduct business.
If advisors want to continue to be a trusted source of information for their clients and continue growing their business into a sustainable income stream, they need to get online. Here are four ways to enhance your digital marketing. (For more, see: Advisors, Don't Miss These Digital Marketing Tools.)
A website is where clients learn about you, your practice, what you offer and where to find helpful resources such as worksheets and calculators to improve their finances. Your website should be a source of information for clients. Setting one up doesn’t have to be complicated and it doesn’t have to cost a lot of money. It does, however, take time. Advisors can join a free website service such as WordPress and set up a site by buying a domain name—a website address—for as little as $10.
Content marketing via a website and blog allows advisors to establish themselves as a subject matter expert by creating original content on certain topics. When clients search for information, they’ll find your website which helps establish a reputation and credentials.
Be Active on Social Media
Being active on social media increases an advisor’s chances of showing up in Google search results because regularly updated digital properties rank higher than static properties. Think of social media as a type of inbound marketing. It’s a way for advisors to be proactive and connect with clients by pulling them in through sharing information. If you’re on social media networks such as LinkedIn, don’t just share information and think the job is done. Grow your network by reaching out to new connections and commenting and sharing stories, info graphics, etc. (For more, see: Google Essentials for Financial Advisors.)
Start an Email Newsletter
An email newsletter is a digital marketing trend not only in financial services but in other industries as well. When your business is in an industry where clients crave information—like in money management—getting into clients’ in-boxes is key. Email marketing, or sending advice and expertise within an e-mail to clients and prospects, allows advisors to connect with folks who are interested in your know-how via the content you’re sharing. It’s also a way to stay in touch with clients, keep your name at the top of their minds and send out important reminders like when a tax or healthcare insurance open enrollment deadline is approaching.
The Beauty of Video Marketing
Why read a 500-word blog post when you can watch a one minute video? Video is a newer way to explore content marketing. If you’re not camera shy, create a YouTube page and start turning your expertise, tips and blog posts into short videos. They don’t need to be fancy, just helpful and professional.
Advisors who want to continue growing should take advantage of these digital marketing trends. Being active on digital channels and marketing yourself as an expert can help sustain your business over the long term by building trust with readers, fans and followers. (For more, see: How to Make Money With YouTube.)