As a financial advisor you’re always learning. You might be taking classes or reading blogs like this one. Another way you’re learning, is by reading books.
Books are a great resource for financial advisors. They can provide in depth information, be a steady resource to turn to, and provide a launching point for starting projects and learning more.
One category of books you should look into is marketing books. Marketing is essential to being a financial advisor. If you don’t have the right service, at the right price, in the right place, and clients don’t know about you, you won’t be in business for long.
The information below highlights four marketing books I think are must-reads for financial advisors. They focus on making a business and marketing plan, digital marketing, lead generation, and word of mouth marketing. These books are great resources for any financial advisor.
This list is a great starting point. If you read these books you’ll start to build the foundation you need to successfully market yourself as a financial advisor. Just remember though, a foundation isn’t enough. You still need walls and a roof, so to speak. You need to keep learning and discovering new resources.
Financial Advisors: Creating a Business and Marketing Plan
One of the fundamentals of marketing is having a plan. If you don’t organize what you want to do, how you want to do it, and what you want to achieve, you won’t be successful.
Although it’s not a book, I’ve developed a program to help advisors write a business and marketing plan. You can find it here: Two Page Mini Business Plan for Financial Advisors.
One of the best things about the Two Page Business Plan is the idea of simplicity – a business and marketing plan on two pages. Traditional marketing plans, while beneficial, can be detailed and many pages long and this can make them seem intimidating to create on your own. Plus, they can contain so much information, that it can be difficult to implement what you need to do without some guidance.
The Two Page Business Plan takes a different approach. It helps you create a two page plan that is divided into six sections. Each section focuses on an area. You can quickly create the plan and start implementing ideas.
The program covers a number of topics. You learn about your target market, branding, and strategies. You then learn about marketing activities.
The Two Page Business Plan is a great starting point that can help you create a business and marketing plan. If you need help with it or would like to take things a step further, I can help with marketing coaching.
Online marketing for financial advisors
Reaching clients online is fundamental for a financial advisor. After referrals, online is where potential clients look to find a financial advisor. The question is, will they find you?
Online marketing is an expansive field with many different areas of focus. If you’re new to the idea, it might be good to start with a holistic approach.
A good book to start with is Secrets of a Digital Marketing Ninja: a Marketer’s Guide to Sustainable Growth by Daniel M. Rosenfeld. Secrets of a Digital Marketing Ninja is a great book about online marketing for three reasons.
First, who wouldn’t want to learn from a ninja? How cool is that?
Second, it focuses on having sustained growth. It’s not about trying to get rich overnight.
Third, it takes a holistic view of online marketing. It doesn’t just focus on one idea. Instead, it looks at the ideas and goals behind online marketing and how you can implement them. This is a good approach because it helps you look at your online marketing in its entirety, instead of in pieces.
Financial advisors: Lead generation
Lead generation is the most important thing you do in your business. If you don’t have a steady stream of leads, you won’t have a business.
Lead generation is an essential part of sales, and sales is an essential part of marketing. To learn more about lead generation, you should read Lead Generate: 61 Days to Double Your Pay by Scott Groves.
Lead Generate provides you with tips, tools, ideas, and techniques to improve your lead generation. One big thing you’ll pick up from the book is the idea of consistency – consistently generating leads each day you are at work.
Implementing the ideas in Lead Generate will help you to start consistently generate leads and explore new ideas as you do. If you’d like more help, I can help with sales and prospecting coaching.
Financial advisors: word of mouth marketing
There’s a marketing story. A business owner walks into a marketing consultant’s office and says, “I need your help with marketing. All my business just comes from clients referring people to me.” The consultant looks at the business owner and says, “Everyone comes by word of mouth? … I need your help with marketing.”
If your business is coming by word of mouth you are doing something right.
If this isn’t the case for you, you should read More… Word of Mouth Referrals: Lifelong Customers & Raving Fans by Matt Ward.
More… is made up of 40 chapters that can be read individually. They provide tips and ideas on how you can generate word of mouth referrals.
More… has a focus on relationships. You learn about interacting with clients and others in a way that is positive for them and that will encourage them to refer others to your business.
As a financial advisor you are always learning, and the program and the books above are a great place to turn if you want to learn more about marketing. They can help you create a business and marketing plan, improve your online marketing, generate leads, and generate referrals. Start implementing the ideas in them and you’ll see your business improve.