22 Jul Marketing your financial advice firm
Marketing your financial advice firm is something all practice principles and their staff should be actively doing. With so many avenues to deliver your marketing messages, it can be difficult to understand which channels best suit your business and what messaging will connect with your target audience. We thought it would be best to breakdown some of the most commonly used, effective channels you can utilise in your marketing strategy.
Social media is now considered standard for Financial advisers as the industry remains competitive for new business. A digital footprint ensures your social media content is tailored to convey who you are, what you do and where you do it. When optimising social media, it’s crucial to understand the audience you are talking to – where they live, what their interests are, when they were born, as the more you know the better you can target specific messages to certain groups of people. You should also consider the platforms you are utilising in your strategy and whether your audience is active on these platforms. Once you know your audience, you can begin publishing original content, client testimonials, noteworthy industry articles or even custom-made images and animations created by a graphic designer.
Ensure you are continually optimising your social media presence by running reports and reviewing analytics. Most social media platforms will provide analytics and reporting views breaking down your performance on a day to day basis. Once you can understand what type of content and posts are received well by your audience, you can continue to optimise your content ensuring engagement levels are high and you are either receiving leads direct from the platforms or at the very least, increasing your website traffic.
Remember to get organised! You don’t want to have to think on the spot “What should I post today” and either making an impulse decision or at worse, not posting at all. We recommend utilising a social media calendar allowing you to schedule posts for an entire month/week and having them post automatically.
If you would like assistance managing your social media marketing strategy feel free to book in a time with one of our marketing team members and learn how you can begin utilising social media to grow your advice business.
Before you begin utilising emails in your marketing strategy you will need to build your mailing list. Make it easy for people to subscribe to your email list by adding a ‘subscribe’ button to your website and social media pages – your business might have more unique ways to build your contact list so get creative! The more subscribers you have the more reach your email campaigns will have. Once you have started to grow your email list you can then segment contacts allowing you to send different messages to all types of individuals – after all, you are not going to talk to an 85 year old the same way you would to a 21 year are you?
Before you get started creating a visually appealing, engaging email which is sure to attract plenty of clicks you will need to decide on a subject line for your email, now this is where so many get it wrong… Did you know the average office worker receives 121 emails per day? This means you’re going to have to standout from the crowd if you want to even get your email opened so make sure your subject lines are creative, personalised and give the recipient a reason to open. The subject line is certainly not something to overlook.
Next, you’re going to have to create the content within your email. Have you ever received an email that was full of big blocks of text? It’s likely you didn’t read the whole thing, you may have even deleted the email before taking in any of the information it had to offer. When sending email communication it is crucial you put yourself in the shoes of those that will be opening it. Think of emails that grab your attention and think how you can create something to this standard.
Whatever email you are sending, it’s best to ensure it is optimised for mobile. The majority of your readers will be receiving a notification on their smart phones, if they open your email and find the layout is skewed and they need to zoom in and out to read the content its likely you will miss the opportunity to engage with them and this could even lead to an unsubscribe.
Email marketing can be an extremely effective strategy for communicating with both current and potential clients so make sure you consider whether it is suitable for your marketing strategy.
Referral marketing can be your most powerful tool in your marketing strategy. Now before you think you know what referral marketing is, no having text at the bottom of your email signature does not form a referral strategy. A great way to analyse your referral strategy is by looking at the size of your network. How many people are you talking with on a weekly to monthly basis? The more people you are in contact with, the more likely you are to receive referrals to your advice business.
Let’s think of a scenario where adviser X is great friends with his client John. Adviser X talks with John once a fortnight not only about his finances but also about the game of golf John played on the weekend, how his kids are finding school, how his work is going. The next week Johns neighbour begins talking about how he is struggling to pay bills and that business hasn’t been great – who do you think will be top of mind at this point? John’s Financial Adviser and good friend Adviser X ofcourse. The takeaway from this is to continually build and grow relationships with clients, keep in contact with them and remain top of mind. A simple strategy would be to ‘make friends with as many people as possible’.
Print isn’t dead! With 95% of messaging and communication now being digital there is a massive opportunity for your advice firm to standout from the crowd and utilise a point of difference in communication. You might be distributing company news to your current clients via mailout or sending your client a tangible birthday card ensuring your branding stays on their fridge or cupboard for a month. Whatever the case may be, distributing physical material still has its place in marketing and is becoming more and more effective in a world dominated by digital communication.
Ensure you have high-quality materials to send to your clients, ensuring your brand is held to a high standard in their minds.
- Know your audience – Who they are, where they live, what their interests are, when they were born, the platforms they are most active on.
- Build a first-class brand image – If you are not a graphic designer and do not have design skills internally, engage a professional service to ensure everything from your logo, brand colours, font choices and content design is up to standard. There is no point highlighting yourself to thousands of potential clients online if your brand image is not up to standard.
- Utilise the communication channels which are most relevant to your audience. While social media can be extremely effective it might not be the answer to all your marketing objectives. Think how your brand can reach its target audience in the most effective way while remaining to stand out from the crowd.
- Continually review – Once you have gone live with your marketing campaign ensure you are consistently monitoring performance and recording statistics. By monitoring performance you will be better placed to understand what works, what doesn’t and what you can do to continually improve the effectiveness of your marketing.