You want to promote your financial firm, but your efforts aren’t giving you the results you’re hoping for.
Consistency and branding will help you achieve your desired results when creating a financial advisor marketing plan. Here’s what you need to know.
Your Branding Can Send the Wrong Message
When branding your financial advisor services, you must create a marketing plan that allows you to differentiate yourself from other advisors.
Avoid generic branding messages, like giving your clients peace of mind or helping them live their dreams. Most financial advisors try to help their clients achieve these things.
Instead, let your niche drive your branding and marketing plan. Your niche isn’t your target market; it’s a much narrower group of individuals that you’re trying to reach.
For example, your target audience might be pre-retirees, and your niche could be pre-retirees who are teachers.
Identifying your niche allows you to customize your branding and financial advisor marketing so that it’s more likely to address the needs and concerns of that specific group.
Consistency is Essential
Once you’ve defined your niche, it’s essential to be consistent with your marketing plan.
Your website, blog, social media presence, and other financial advisor marketing campaign components should identify whom you’re trying to help and how you will help them.
To get the best results from your marketing plan, you must consistently produce new content that adheres to your branding. You likely won’t achieve noticeable results from your marketing efforts within a few months or even a year.
However, if you generate high-quality content for two or three years, you have a good chance of seeing a positive return on your investment.
Don’t switch your niche or marketing messaging, as this can derail your efforts. Instead, determine whom you’re trying to reach and what message you want to send, and stick with a marketing campaign that consistently meets your niche and message.
Your marketing plan should use professional, high-quality content, but you don’t want to come across as cold and sterile to potential clients.
Make it your goal to use a conversational approach with your marketing plan and avoid using language that seems overly formal. Address your audience like you would if you were chatting with a friend.
If you’re discussing services or products, focus on the benefits of these offerings.
Clients don’t necessarily want to know every detail about an investment account or insurance product; they want to know how the account or service will add value to their financial situation.
When producing content, make the client the hero. Don’t talk about how you “saved” the client; instead, explore some changes the client made to reach their financial goals.
Also, make sure your bio reflects your personality. You want your clients to see you as more than a financial advisor. Capturing your personality with some of your content effectively attracts and appeals to potential clients.