The Financial Advisor’s Guide To Digital Marketing And Prospecting – Part 1

At this very moment, everything is changing in financial advisor marketing. Digital marketing and virtual prospecting are some of the newer ways to market your valuable services. However, these newer marketing methods can seem a bit overwhelming.

In this 6-part series you will learn the most important elements, best practices, and unwind the complexities.

As you begin, take inventory of your current digital assets. These assets typically include your website and social media presence. Are you presenting a strong value proposition, consistent messaging, and a powerful brand?

Part 1: Improve Your Website Presence

There are two major upgrades you can make on your website without doing a complete overhaul.

1. Upgrade your Website Messaging:

Does your website messaging speak to your target prospects and their challenges? If not, consider adding messaging on how you serve clients – front and center on the website. Be bold!
Is your value proposition clearly identified (why you)? If not, tell the visitors to your site how you and your team are different and why. Think about why your current clients chose you.
Do you have attention-grabbing videos? A video is one of the most powerful ways of personally messaging your value.
Could you make the case for your business with LESS words and pages on your site? Consider getting rid of long paragraphs and using more headlines to attract readers.

2. Add a Call-To-Action to Your Website to Engage Prospects:

Add an offer for a report or even a planning session that is compelling to your target audience. These could include:

How Financial Advisors can use AI in their Marketing

AI can be a powerful tool for financial advisors to enhance their marketing efforts and better serve their clients. Here are some ways AI can be utilized in marketing for financial advisors:

Personalized Content Creation: AI can help generate personalized content such as newsletters, blog posts, or social media updates tailored to interests and needs of clients. Try asking ChatGPT for something like this: “create a blog about interesting ways to enjoy retirement” or “write a blog about unique ways to save money on travel in retirement.”

Predictive Analytics: Many of the large firms are now incorporating AI into their CRM programs to predict future market trends and client needs. Salesforce and HubSpot are off the shelf programs that have AI options to help predict behavioral trends. Financial advisors can use this information to proactively offer relevant services or products to their clients like retirement income planning, financial planning, insurance, estate planning and specific tax mitigation strategies.

Lead Generation and Qualification: AI-powered tools incorporated with CRM programs can help financial advisors identify potential leads from various sources such as social media, websites, or email campaigns. These tools can also assess the quality of leads based on predefined criteria, allowing advisors to focus their efforts on prospects with the highest potential. Check out the power of programs like ActiveCampaign.