Displaying items by tag: advisor marketing

If you’re an advisor and looking to generate more leads for your business, a strong website is a must. Its where potential clients can find you. Susan Theder, chief marketing, and experience officer at FMG Suite recently laid out the five most important pages every advisor website must have in an article for Financial Advisor Magazine. According to Theder, the most important page is the Home page. It gives people their first impression of you and should answer the following questions: Who do you serve, what problems do you solve, and what’s your visitor’s next step? Another must-have page is the About Us page as it’s the “place they go to meet you virtually.” But it shouldn’t look like a resume. Instead, it should include your story, why and how you got into the business, and information about your support staff. Next is the Services page, where you can list your service offerings, but you should write it from the client’s perspective. Include the challenges they are likely facing and outline how you will solve them. The fourth page is the Blog page, where you can share content to demonstrate your expertise. The fifth and final must-have page is the FAQ Page, where users can find answers to the most common questions a potential client may have.


Finsum:In a recent article for Financial Advisor Magazine, Susan Theder of FMG Suite laid out the top five pages an advisor website must have, including a home page, an about us page, a services page, a blog page, and an FAQ page.

Published in Wealth Management

There are numerous ways advisors can generate leads for their business such as word-of-mouth marketing or cold-calling, but social media can provide them with a much larger landscape in which to work and is less time-consuming. That is according to Rebecca Lake who recommended five ways for advisors to drive business through social media in an article on SmartAsset. In terms of which social media platform to use, that depends on your target client demographics. For instance, if your target client is younger, your best bet is on Instagram, TikTok, or Twitter. But if your target client is older, then you might get better results on Facebook or YouTube. Lake’s first tip is to be authentic as it’s essential to build trust with prospective clients. For instance, you could share a little about yourself on social media. Her next tip is to be consistent, as it’s also important in building trust. Posting quality content on a regular schedule is ideal. Lake’s third tip is to provide value. The content has to provide value for the people who see it. Plus, valuable content gets shared, which can help you attract even more business. The next tip is to engage with the people viewing your content. This could include replying to comments or even asking your followers to participate in a survey. The fifth and final tip is to be compliant with federal regulations and your firm’s regulations.


Finsum:Rebecca Lake, a contributor for SmartAsset, provided five tips for advisors to drive business through social media, including being authentic, consistent, compliant, providing value, and engaging with followers.

Published in Wealth Management
Wednesday, 18 January 2023 07:51

Advisors Need a Renewed Focus on Marketing

With studies indicating that the advisory industry’s organic growth rates are near zero, Gary Foodim, chief marketing officer for Mercer Advisors, believes it’s time to bring a renewed focus to marketing. Firms are facing a more challenging environment now. Advisors are dealing with rising inflation, higher interest rates, and market volatility that have slowed down the decision-making time of consumers. In addition, the competitive environment has also increased with an influx of low-cost financial advisors. Due to these challenges, traditional referral activities may no longer be enough. So, Foodim is recommending advisors embrace digital marketing for more leads. He noted that “A strong digital client lead generation engine requires three important things rooted in a ‘test and learn’ approach. First, firms need to refine their message and target audience – are you targeting the right people, and are you doing it with a differentiated message?” He also believes that firms should be open to testing various digital lead sources including paid search, social ads, connected TV ads, and nurturing email campaigns. Firms should also conduct audience testing through lookalike audiences, where you create groups of people who look like your current clients. This can be done through outside marketing firms or on social media platforms such as Facebook. Finally, firms should develop an internal sales team to follow up and convert these leads into clients.


Finsum:With increased competition and a challenging market environment, referrals may no longer be enough, which is why advisors should embrace digital marketing as a way to generate new leads.

Published in Wealth Management

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