Marketing is the lifeblood of any growing financial services business, serving as a vital channel to attract new clients and engage with existing ones. As an advisor, implementing a dynamic marketing plan is not just about spreading the word about your services; it’s about creating a bond with your community, establishing thought leadership, and staying top of mind.
Here are five activities that can bring vibrancy and effectiveness to your marketing endeavors.
1. Establish an Engagement Calendar
In our digital era, a multi-channel approach is vital. Consider these statistics: Email marketing has an ROI of $36 for every $1 spent, and companies that blog get 55% more website visitors than those that don’t. A well-planned engagement calendar can harness these channels effectively. Start with quarterly outreach, then scale monthly as you find the right rhythm and content that resonates with your audience. Consistency is crucial, as it takes an average of 6-8 touchpoints to generate a viable sales lead.
2. Host Client Appreciation and Prospecting Events
Events are powerful. They offer an informal setting to deepen relationships and showcase your value proposition. A recent study found that 74% of consumers are more likely to buy products after exposure to a branded event. You can host educational seminars, market outlook luncheons, or virtual finance workshops. These gatherings serve as a way to say ‘thank you’ to current clients and act as a subtle yet effective prospecting tool.
3. Engage with Local Media
Local media outlets are constantly on the lookout for experts. By positioning yourself as a go-to financial authority, you can tap into a valuable resource for building credibility. Offer to contribute to financial columns, provide market analyses, or give interviews on financial planning. This builds your reputation and helps create valuable backlinks to your website, improving your search engine ranking.
4. Embrace Community-Based Marketing
Community involvement can significantly impact your brand’s perception. Being seen as a community pillar can enhance trust and loyalty. Participate in local fundraisers, sponsor youth sports teams, or host financial literacy workshops. These activities show that you’re invested in the community’s welfare and increase your visibility among potential clients.
5. Leverage Centers of Influence (COIs)
Your relationship with Centers of Influence—such as lawyers, accountants, and real estate agents—can be a conduit for high-quality referrals. Regularly engage with your COI network, share insights, and refer business to them. This reciprocal relationship can be a potent catalyst for growth.
Incorporating these activities into your marketing plan is not just about execution but also about strategy. Each step should align with your business goals and comply with industry regulations. At Strategic Advisor Network, we understand the unique challenges and opportunities of marketing financial services. We invite you to contact us for a complimentary consultation to explore how we can bring your marketing plan to life and help you reach new heights in your practice.