Inbound Marketing & digital marketing for Financial Advisors
The world has changed and the internet is here to stay. Seminars may still work but they sure are costly. The consumer is now driving the financial planning and investment management purchase through an internet search.
Firms that use inbound marketing and digital marketing will grow and those that don't will stagnate.
The days when we used a phone book to locate a business and purchase a product or service are long gone. Phone books are taking up space in landfills. Laptops, smart phones, and e-readers abound helping clients find what they want through Inbound Marketing or Google Search.
Attract clients with Inbound Marketing!
No more going out to get clients. They are looking for you! But, you need a strong internet marketing strategy that includes inbound tactics, prospecting techniques, marketing strategies, and social media marketing. But most of all, you must have a custom, branded website with attractive visual marketing to attract clients.
Get clients to come to you!
Since 2004 I have helped financial advisors use inbound marketing as a prospecting tool. Direct prospective clients to your website, show them you understand their issues, and get them into a relationship with you.
Prospective clients are secret shoppers!
Potential clients are doing their homework BEFORE they contact you. If you are behind the times in your branding and value proposition, you will never hear from these secret shoppers because they won't like what they see on your public profiles.
You must have the right elements in place in order to capture their attention.
Focus on the right message and marketing techniques and you can pre-sell prospective clients BEFORE they come in for a first meeting. If you fail to brand your firm correctly, you will never hear from these secret shoppers, resulting in a loss of business.
Digital Marketing works!
Your message must be focused on what clients are seeking and you'll need to use up-to-date marketing techniques to do this.
With Inbound Marketing, you must address 5 issues:
1. Can you help your target clients solve their most pressing problem?
At the very moment that a visitor lands on your website, they will be trying to decide if you have what it takes to solve their problem. Remember, prospects will ask "What's in it for me?"
2. Are you an expert in your field?
What are your qualifications? Talk about your experience and what you've been through that makes you an expert. What journey have you undertaken that brings you to the place where you are now?
3. Do you have the specific skills to help your unique visitor?
People don't want just expertise, they want to know that you have helped someone like them with their unique problems. Potential clients don't want a generalist, they want someone who has solved their problem in the past.
1. A highly-compensated professional wants an advisor who knows the in's and out's of stock options and non-qualified contribution plans.
2. An expat living in Spain wants a CPA familiar with expat tax issues.
3. A HNW woman facing divorce wants a financial advisor who understands how to analyze marital assets, and what she stands to lose if the investment portfolio is not divided fairly.
4. Are you an authentic person?
You have to show on your website that you are a trustworthy person and that your firm has credibility. Is there an "About" page? Who are the people behind your business? Are there photos of your team? Do you "look" like a trustworthy, approachable person in the photo? You must reveal a few personal details to build trust with your visitors. Prospective clients will subconsciously ask "Do I like this person?"
5. Do you know how to build engagement?
Many advisors have left-brained anayltical skills that help build portfolios over time, but what about your right-brained creative skills? Building engagement means branding your firm to create connections with prospective clients that will cause them to take action and contact you!
Inbound Marketing for financial advisors = Internet Marketing Coaching = digital marketing
Adapt your marketing strategy
Let me help you makeover your firm so that prospective clients contact YOU. Do less traditional marketing, which, by the way can be expensive, and do more 21st Century Marketing in the form of Inbound Marketing.
Read what Financial Advisor Magazine says about FAST GROWING FINANCIAL FIRMS USING DIGITAL MARKETING
Digital or via the internet
Inbound marketing is the promotion of a financial planning or investment management company using a combination of:
• physical products (like a Shock and Awe campaign)
• social media marketing
Plus other forms of content marketing which serve to attract customers through the different stages of the purchase funnel.
It is essentially CONTENT MARKETING ON THE INTERNET
Consumer patterns have changed. Now most potential clients search for solutions to their problems on the internet.
With Inbound Marketing, clients FIND YOU. You do not have to go out and find them.
With Inbound Marketing, you attract prospective clients from the internet using content marketing and social media marketing, driving traffic to your beautifully designed website, full of effective "Call to Actions" designed to get you in person meetings.
Inbound Marketing Example: my client Bonnie attracted a $1.2M Exxon Mobil rollover because of exactly this type of marketing. The client found her, read her website, contacted her for a consult, and became a client. All because of Inbound Marketing.
Necessary items for Inbound Marketing Success:
1. Quality branding (website)
2. Search Engine Optimization
3. Content Curation (you or a marketing assistant)
4. Social media marketing
Get Free EBook
10 Powerful Marketing Tactics
"Suzanne’s advice was invaluable when it came time for me to brand my independent financial advisory firm. Our work prior on target market, combined with help selecting my company name and colors and building my website have helped me attract my ideal clients and a consistent flow of leads from my website."
Financial Planner & Leader
"Don’t think twice about hiring Suzanne. Give coaching the time it deserves, be open, and trust that Suzanne will keep you on the right track."
AIF, CRPC, Financial Advisor, New Jersey
"I highly recommend Suzanne's services to anyone who is interested in growing their business and maintaining a healthy balance outside of work as well."
"Working with Suzanne has helped me to develop a distinctive brand. Having a cohesive brand gives me the confidence to network with and approach high level prospects. If I had not hired Suzanne, I would not have made this progress.
CFP® New York
"I truly feel that without Suzanne's guidance, my business would not have flourished. Her expertise in my field helped me produce the results I needed more quickly. But most importantly, she made me safe enough to recognize the weaknesses in my business (and myself). You can fix anything once you recognize the problem!!"