The best marketing strategies, tactics, and trends for new financial advisors from experts inside and outside of the industry.
Highlights from Snappy Kraken’s “State Of Digital 2024” report covering how to attract an audience including 5 lead-generation topics that perform the best, leveraging long-tail keywords, and more [Podcast: Part 1 & Part 2]:
[Sofia]: “I’ve seen so many advisor websites performing or not performing based on this. An advisor comes to us and says ‘I work with women,’ for example.
Okay, I say ‘What type of women?’What are they interested in?’ You start to figure out what type of investment opportunities they’re pursuing with their clients. ‘Are they women-owned businesses that the advisor is working with? Are they retired women?’ There’s a lot more to it.
So, pretty soon you get to a strategy where, now it’s ‘Investment opportunities aligned with X value.’ that you know their clients have. Or, ‘Sustainable investment options for women.’ Or ‘Women-focused wealth management strategies’ or ‘Investment strategies for women-owned businesses.’
You get into that audience psyche, the things that they’re actually searching. Then you’re rankings start to go up because you’re writing blogs about that. You have page titles that are related to those things. So, [that’s] long-tailed keywords versus generic keywords.”
State Of Digital 2024: How Advisors Can Grow Bigger Audiences, Part 1 & Part 2 [Robert Sofia & Angel Gonzalez, Steal My Strategy]
How to decide which podcasts to target for guest appearances, the many advantages of using a co-host format for your own podcast, and more [Podcast or Video]:
How To Earn The Right Podcast Appearances — And Truly Deliver! With Chloé Moore (Ep. 453) [Matt Halloran, Top Advisor Marketing Podcast]
Noah Kagan shares how to “know” what an audience will like before you guest on a show [YouTube Short]:
Work Backwards From Success [Justin Berry, Wealthy Creator]
Michael Kitces recently shared a Parameter Insights study showing that consumers prioritize an advisor’s brand over things like fees and even breadth of planning services. The Three Crowns crew defines “brand” and how to create one that appeals to your target client [Video]:
[McDonald]: “Brand is this weird word that I think means a lot of different things to a lot of different people. Different things come to mind when you hear it. A lot of people think ‘Oh, it’s my logo. It’s the colors I use. It’s the voice of my blogs.’ But, really, ultimately it’s how people feel about you. That’s the most important thing. I’m not going to pick an advisor that I don’t feel good about. A lot of things go into creating that feeling.”
X Marks The “Brand Trust” [Johnny Sandquist, Tres Coronas]
Some “Branding 101” on what to consider when creating your firm’s name, logo, and typography [Video]:
Video Timestamps:
All About Advisor Branding [Stephen Boswell & Kevin Nichols, The Stephen and Kevin Show]
If you don’t enjoy hunting down leads, what it takes to build an organic marketing strategy [Article]:
“Roberge says while most advisors may shy away from digging into inbound content marketing because it requires a unique skill set to execute, he’s been able to reap the benefits.
‘The biggest of which is that the upfront investment of time has meant we’ve had to pay very little toward marketing efforts,’ he says. ‘Everything is organic – meaning not paid – and inbound, meaning prospects come to us versus us trying to hunt down leads. Our No. 1 source of prospects is organic Google search. We have never run paid ads.’”
Marketing Strategies That Will Help Your Firm Grow [Josh Welsh, InvestmentNews]
Seth Godin explains “Systems Thinking,” the importance of adding “Slack” (the concept, not the app) to your routine, and more [Podcast]:
“It’s only recently that podcasts have exploded. What changed? People still talk… Recordings are still made… What changed?
What changed was the system.
And the system was: starting from the idea of the Internet, moving on to the idea of moving files from one place to another, Dave Winer’s invention of RSS enabled blogs to work and then was connected to the idea of podcasts enabled people to subscribe, the smartphone in your pocket that regularly causes you to have an itch to scratch of ‘What should I listen to next?’…
All of these things are part of a broader system. And it’s only when we adopt ‘Systems Thinking,’ which is about the relationship between and among—not necessarily the thing we do, but the connections between and among.”
Systems Thinking [Seth Godin, Akimbo]
FMG’s Susan Theder on standing out to your prospects by displaying emotional intelligence throughout your marketing [Article]:
“Have you ever been to a company’s website and immediately formed an opinion about the brand’s personality? That’s not by accident. Websites are designed in a way to evoke a specific feeling.
Knowing that, how would you want a prospective client to feel when engaging with your brand? Most advisors say they want visitors to feel calm, secure, relaxed, etc. That’s an effective approach because finances can be stressful; by providing an opposite emotion, you position yourself as a solution.
But if you want to stand out, you have to make it more personal. Should you make the mood friendly and approachable? Or professional and precise? Your decision often comes down to the type of client you want to attract.”
Showing Off Your Emotional Intelligence [Susan Theder, Financial Advisor]
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