Tag Archives: financial advisor marketing

How To Use Content Marketing To Attract Your Best Clients

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Every day we are seeing more financial advisors venturing into the wild world of content marketing. Why? Well, it’s a new, slightly complex, yet proven way to generate new, qualified prospects. So, let’s go over the basics of what you need to know and how to get started. 

1. What is content marketing?  Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content. Its purpose is to attract and retain a clearly-defined audience and ultimately drive profitable customer action.

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He’s Just Not That Into You! 4 Ways to Connect Quicker with Prospects

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Have you ever tried to attract a new prospect but felt that you were falling short of making your case? Sometimes it’s because we may be coming off like a salesperson. Because, if you try to sell someone something, a typical reaction you may receive is that person becomes immediately not that into you. As the nation’s #1 sales expert Jeffrey Gitomer says, “People Don’t Like to Be Sold, But They Love To BUY!™” 

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Measuring Your Value For Your Clients

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Value is in the eye of the beholder. The problem is, the beholder – your client or prospect – may not know the value you are delivering. Most of the advisors I have worked with over the years are providing significant value through investment advice, investment selection, planning for the future, retirement income planning, advice, guidance, and above-and-beyond service. So, what’s the catch?

I believe advisors need to message their value more succinctly,

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Give People a Reason To Talk About You

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Don’t assume that people are excited to talk about the core deliverables of your firm. After all, those things are supposed to be there (i.e. sound investments, good service, good food, etc.). What people will remember and talk about are the unexpected things you have done or said that set you apart. And, it’s often the small things that grab their attention.

A memorable interaction should result in leaving something behind with the people you encounter: a thought,

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Is Your Referral Problem a People Problem?

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Referrals are generated most often due to the excellent work of your team of passionate people, not because someone asked for a referral. And, the more loyal and passionate your team is, the more referrals seem to magically come into your business. 

I have observed many firms attempt to create loyalty and inspiration for excellent work amongst their staff. The problem: loyalty and passion are not something you can force upon people or manufacture. 

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