Marketing Concepts for Financial Advisers in the Information Age

Our great meeting comes to a close

Due to various developments and innovations made in internet and mobile device technologies, our lives have changed dramatically in recent years. So much of our communications and interactions in our personal lives, our professional lives, and even our commercial lives, now primarily takes place online, mostly through social networking platforms. All of us are now in positions where we must think of and look for different ways of maintaining personal relationships, managing businesses, and engaging in markets. As a business, especially, if you are not able to quickly adapt the changes currently taking place in this age of information, your business will quickly begin to lose relevancy and, ultimately, revenue.

As our technologies have changed, many long-established advisor businesses have faced some tough challenges. To a great extent, they have been required to find a higher level of operating efficiency and enlist the help of professionals who specialize in marketing for financial advisors. The old business and marketing models rapidly became obsolete. Whereas using business cards and sending advertisements through bulk mail were once standard practices, most things these days take place primarily through online forums and platforms. If a business is not able to build a significant presence online in social networking sites and search engine results, it will be difficult for that business to thrive and prosper in this unfolding economy. One of the most highly respected consulting firms, Deloitte has produced a very study revealing “10 Disruptive trends in wealth management”. It’s a must read.

On the other hand, precisely because of these incredible technological advancements, many businesses have been able to make considerable gains and do quite well in the markets. Even without having sizable budgets like those of large corporations, many smaller, local businesses are now able to access and through engage with huge markets located all around the world. Most societies are now connected to the internet, and most people are able to use advanced mobile technologies to get near immediate and unlimited access to it, which has allowed more businesses than ever to more successfully compete. Businesses that generally operate on minimal physical infrastructure, along with those that have been able to revise and scale back their physical infrastructure, have been those best able to take advantage of this growing reliance on virtual markets. To read more on the importance of getting the best financial advisor check out

Considering such factors of this evolving global market, there is now a tremendous amount of opportunity available for financial adviser professionals and firms. Even as this kind of business has never required much physical infrastructure, the advanced technologies we have now have only made it easier for these businesses to operate at the bare minimum of physical infrastructure. Even more, many financial adviser professionals and firms have been able to expand their reach considerably into the global market by utilizing effective search engine optimization strategies combined with dynamic financial advisor lead generation strategies. Communicating more directly and substantively with clients has allowed financial advisers to really focus and emphasize the incredible value they give to them, which is really a major part of the foundation of this industry’s future success.

All businesses hoping for future success in this expanding global market will only be able to do by adapting their operations and marketing strategies for developing technologies. Fortunately, this is just the right kind of market landscape for financial adviser professionals and firms to really establish themselves for long-term success.


A Guide to Marketing For Financial Advisors: The Basics You Need to Know!


Financial advising is one of the most popular career choices for people who enjoy looking after their assets meticulously. If you’re the proprietor of a financial advisory firm yourself, you are surely aware of the onerous things that make their way onto your to-do list each day. Developing new financial advisor marketing strategies is likely to be something that continually gets moved down your list until it falls off entirely. Marketing, however, is absolutely critical for you to get new clients through your doors.

The next section of this guide details financial advisor marketing ideas, You do not, of course, need to implement all of these ideas if you have already done them and know they don’t work for you. That said, it’s important for you to test new concepts to find the ones that do work for you. As you read this article; make a point of trying one thing you’ve never considered before by the time you reach the end!

Understand That Digital Marketing Is Already a Well Proven Strategy for Financial Advisors

In this day and age, there is still a place for conventional advertising, particularly in very small, rural areas, where clients want face-to-face advice. However, digital marketing has already shown itself to be the wave of the future. In fact, digital marketing is even more cost-efficient and effective when targeted at a specific geography, such as a state or a city.. If you have not engaged in advisor marketing online, you’re definitely already missing the boat. There are a wide variety of financial advisor lead generation tips that can help you capture lots of new prospective customers in a short period of time. Two good ideas are to post ads on social media platforms, such as Facebook and LinkedIn, and to develop drip email campaigns to respond to every lead you receive based on his or her preferences. For more tips on financial advisor lead generation, check out Investopedia article.

Get Out There Locally!

Financial advisor marketing programs tends to be extremely worthwhile in geographic areas where a dozen top financial institutions are not vying for the same customers. If this sounds like your situation, make a point of putting your name into the community’s public eye as much as you’re able to. You could, for instance, sponsor a youth sports league in your area, work with a not-for-profit organization, or regularly post about your services on a web-based community page.

Remember That Marketing Agencies Are There to Help You Succeed

The bottom line is that if you feel overwhelmed by the job of putting together a financial advisor marketing plan all by yourself, you shouldn’t hesitate to get help from a financial advisor marketing agency. They don’t succeed unless you do. Your account manager or agency consultant will help you figure out exactly what financial advisor prospecting and lead generation ideas will work best for you; financial advisor marketing is not the same for every advisor! It must be customized to fit your strengths and fit your ideal client.

Hopefully you now feel more prepared than you did before to try some new and exciting financial advisor marketing ideas.

Valuable Marketing Advice For Financial Advisors


As a financial advisor, the lack of a sound marketing strategy can be the reason you are losing clients to your competitors.

As a financial advisor, you need to have a compelling tactics that will earn you more clients and turn them into repeat customers. It’s advisable to acknowledge that you are always being challenged by other financial advisors, and the major financial institutions. A lot of your efforts needs to go into establishing stable relationships and trust with clients such that you don’t feel threatened by competitors. As a financial guru, you are likely to face hitches when trying to identify the most effective financial advisor marketing strategy. The benefit here is that the web has brought forth a multitude of new platforms and possibilities that enable financial consultants to target and nurture new leads.

Before you invest in a given financial advisor marketing tactic or two; you need to remember that there is no one “fix-it-all” approach. You need to first develop a balanced multi-tactic online marketing strategy. You need to assess your unique business attributes and needs as well as that of your ideal clients. You need to understand the needs and pain points of your target clients well enough to develop a relevant and refined business position. When you approach targeted clients, it’s highly advisable to be yourself and shelve jargon-heavy financial language to avoid alienating potential prospects. When you rely on jargon, you don’t come off as savvy and knowledgeable, but clients tend to see you as impersonal, less approachable and a bit stiff.

As you are discussing a potential client’s wealth and assets, they will always want to feel that they are a part of the entire process. Once you know how to warm up the conversation, you will build an emotional connection and trust that makes you a unique advisor to them. If you want to build connections with potential clients, use personal experiences that appeal to them in unique ways. You can base such stories on how you struggled and eventually succeeded or how recent clients overcame their financial challenges. Today, prospecting ideas for financial advisors need to include and leverage the power of social media. You need to know how to evaluate and pinpoint your prospects’ most relevant and valuable subject matter, the most popular social media platforms they use, and have valuable and informative content posted there regularly.

Utilizing such an approach, tells potential clients that you are an established authority. As a financial advisor, you need to be looking for ways to share your insights with potential clients for free. People are always looking for solutions to their problems and answers to their particular financial challenges and goals. If you are providing intelligent advice and answers on your blog or in a webinar, you will be top-of-mind  when they want assistance.

If you want to become the “go-to” financial advisor, creating a compelling web presence will work for you. As you probably know, you need to affiliate yourself with recognized financial planning associations. If you search online using the most popular key terms you will find that associations and publications always fill the top spots. That is except for the advisors who are running ad campaigns. Eventually, you need to rely on every available tool and resources to appeal to an industry that has become sophisticated and highly competitive.

Communicate your unique style, value, strengths and knowledge. Build a brand. Want to help people achieve their financial goals? You can only do that by growing your book.

Want a chuckle? Watch this advertisement from the CFPs excellent advertising campaign at YouTube.


Tips for Financial Advisors in Carrying Out an Effective Marketing Campaign


Create a Core Marketing Strategy

The first and most important step in the early years of marketing your advisory is to create a strategy that drives results. Marketing with a sound strategy will methodically increase your number of prospects and grow your conversion rates. Inexperienced marketers often lose their focus and abandon their core strategies after it has gotten them a few clients. If you have a strategy in place, revisit it often, test new concepts against it, and simplify it. By doing this you will always be boosting your sales.

Developing a sound core marketing strategy and testing it isn’t easy. However, there is always professional help you can find to accomplish this. Once your strategy is in place your marketing will become much easier. While developing a strategy takes some time, used regularly over time, it will ultimately have an immense impact on your marketing success.

Implement it Consistently

In the long run, it is key to market consistently. Stick with your strategy, your brand and your central messages. Branding and messaging communicated consistently across multiple platforms builds your audiences confidence and trust in you and will continually improve your conversion rates.

Follow Through

Making follow-up calls to leads is a small tactic that will make a huge difference in your overall advisor marketing success. While it only takes a few minutes of your time, surprisingly not enough advisors actually do it. This simple action advances your advisor marketing efforts in a very big way. Prospects who seek advisors often do not take action due to inherent uncertainty and lack of confidence in service offerings found online. One phone call is all it takes for you to humanize your brand, build their confidence and trust, and resell your services. In as few as five calls a week you can land more new clients. Don’t pass up the opportunity. Following through will ensure that your prospects will become your clients.

Target the Profile of Your Ideal Client

By profiling of your best current clients, you can target prospects who will potentially provide your business with higher profit. Expending time with marginally profitable clients will consume your time at the expense of those who could be more valuable to your business. This does not mean that you should stop communicating with smaller clients. It only requires a slight change in the method in which you communicate. Utilize  letters, emails, and/or webinars to help groups of your clients many of their common concerns.

Don’t Spread Yourself Too Thin

To continue to increase your client base, you will ultimately need to enlist others help you market. Retaining affiliate financial advisor marketing services will enable you to continue to provide excellent service to your clients without ignoring your marketing.

Be Opportunistic

Build your brand, your visibility and put yourself in the middle of prospects and referrers at every opportunity. Leverage event sponsorships, create your own events, involve yourself in your community, involve yourself in non-profit organizations, local chambers of commerce, etc., as additional methods for meeting potential clients.

Grow Your Prospect List

To grow a larger book, you need to start with a large prospect list. You might think it is difficult to create a large list, However, by investing only a few minutes each day you will grow your list by a good margin over time. 50-100 prospects can easily translate to a few new clients each year.

For insight into ways to do financial advisor marketing without being “salesy” go to

Hiring a Financial Advisor for Your Future


Attaining financial freedom is hardly possible if you don’t have a methodical plan. An effective plan will make certain that you can cover educational expenses, buy that home you may want, and enjoy financial freedom once you retire. Planning investments on your own may simply not yield your desired outcome

Rely on a professional financial advisor

The idea of creating a plan can be overwhelming with so many retirement packages  available in the marketplace. It is paramount to find an expert financial planner with the experience to develop an effective plan for you. Today, the most common way that investors locate the right financial advisor is by using the Internet. All financial institutions, large, mid-size and small, and most independent financial advisors now market themselves online. Financial advisor marketing strategies have become primarily digital.

Some great online resources for educating yourself on how to find and identify the right financial advisor for your needs include:

The Wall Street Journal – How to Choose a Financial Planner

Kiplinger – 6 Steps to Finding a Great Financial Adviser

NAPFA – How to Find an Advisor

FINRA – The Financial Industry Regulatory Authority

Search tools for locating an advisor include:

NAPFA – The National Association of Personal Financial Advisors

FPA- The Financial Planners Association

A resource for verifying a financial planners certifications are:

CFP Board – Certified Financial Planner Board of Standards

U.S. Securities and Exchange Commission

For a thorough explanation of what financial planners are and do, visit Financial Planner at Wikipedia.

Your financial advisor will help you define comprehensive and achievable goals

Financial professionals know that each client has unique needs. The reality is that one financial plan cannot accommodate everyone. Professional advisors take the time to examine your needs, desires, fears, and financial hopes. She will identify how your goals align with the investments you have made, what percentage of your income you are able to save, and your level of risk tolerance. With this information, she will come up with a plan that will measure up to meet your goals.

Creating a strategy that is workable

Certified financial planners have a profound understanding of investment options, market fluctuation, costs, as well as the needs and goals of their clients. Thus, when you work with one, they will strive to ensure that your returns are maximized, and at the same time help to manage your risk. Therefore, the expert will create a financial plan that works for you. Financial advisor compensation models range from an annual  percentage of your portfolio, commissions on transactions, fees paid by the companies who provide your investment vehicles, and fee-only, who charge you an agreed fee for service and take no commissions or compensations from third-parties.

Help make sure that you follow your plan

Life is full of demands, at times these can get in the way and result in one not following through on their retirement plans. A professional financial planner will make this a priority and will assist you in staying on track. They are a force you need to make sure that you are financially ready for those life events, like new children, homes, college expenses, weddings, and retirement. Financial professionals keep their doors open for their clients, thus, whenever you have a question, or something concerns you about your investments, you can always contact them for clarity.

Do an annual review of your plan

World economics and the investment marketplace is constantly shifting. A financial plan that might be effective right now, might not be in 10 months. That’s why it is important to review your portfolio with your financial advisor annually and make any adjustments necessary. Your financial professional will also evaluate how your investments are performing and ensure that they are on track to meet your goals. When you meet, you can also discuss any changes that have taken place in your life during the past year that might suggest modifications to your portfolio.

Keep in mind that while you seek a financial professional to fulfill your needs, that financial advisor prospecting is being utilized by advisors to find you too… the right long-term client to  fit their style and strengths.