The cornerstone of financial marketing is building trust.
A big part of building trust is increasing brand recognition in your community; people trust businesses that they’ve heard of, especially if they have a good reputation. The next most important step to gaining a prospect’s trust is to look like the real deal. Having a strong online presence and an effective traditional marketing strategy not only maximizes your reach, it also shows prospects that you are credible and professional.
Financial advisors need to use a combination of traditional and digital marketing tactics in order to acquire a steady stream of new clients and grow their business.
5 Traditional Financial Marketing Tactics
Get a Professionally Designed Logo
Having a great logo helps prospects remember you and it makes you look like a more legitimate business. All of your marketing materials from your business card to your website should be branded with a memorable logo so that brand recognition in your community increases steadily overtime.
Send Consistent Direct Mail
Direct mail postcard marketing is a trusted staple of the financial industry for a reason. People trust and prefer direct mail over digital advertising formats. Use it to get leads for one-on-one appointments, invite prospects to seminars, and more!
Hold Seminars
If you hold seminars that focus on a specific financial topic that people care deeply about it, you can easily secure clients on a regular basis. Seminars only work if people show up! The best way to promote your seminar is with a direct mail campaign.
Create a Referral Rewards Program
Surely, a good chunk of your new clients are already coming from referrals, so why not encourage more? A referral rewards program is best done by sending out postcards to your current clients offering them a reward for referring someone who actually becomes a client. Gift cards make great rewards.
Develop Relationships With Relevant Businesses
If you have strong relationships with other local businesses that are relevant to finance, you may be able to get them to refer their customers to you. Consider insurance agents, CPA’s, lawyers, real estate agents, nursing homes, banks, etc.
5 Digital Financial Marketing Tactics
Get a Professionally Designed Website
Your greatest marketing tool is your website. It’s what almost every prospect will look at before they consider doing business with you. Yours should be professionally designed not only to look good, but also to capture leads and convert visitors into clients.
Get Listed On Google & Encourage Reviews
When a prospect searches Google, they’ll be much more likely to contact you if they see that you have a complete Google My Business Profile with photos, a nice description, and plenty of positive reviews. Have your office staff encourage clients to leave a review when they leave and add a link to your Google profile to your email signature.
Advertise on Google AdWords
You want to show up at the top of the results for relevant searches, and one easy way to do this is to pay for it. Google AdWords is a platform for PPC (pay-per-click) advertising. When your prospects search for a keyword phrase that you bid on, they’ll see your ad at the top of the search results. You only pay for it if they click through to your website.
Re-Engage Lost Prospects With Retargeting
Most business websites only convert 2% of their overall traffic into paying customers. How do you get the other 98% back to reconsider? Google AdRoll is a platform for retargeting, which sends targeted ads to people who have already been on your website, increasing the chance that they come back and convert.
Advertise on Facebook
Facebook advertising allows you to target accounts by age, location, gender, interests, and more. Your Facebook ad should address a specific concern or advertise a specific benefit of your services.
The key to financial marketing is to not spread yourself too thin, but to make sure all the bases are covered. The more places and times a prospect sees your name, the more they believe you are the go-to-guy for financial advising.
If you think you need professional assistance with any of the marketing tactics listed above, Plum Direct Marketing would be more than happy to help you get what you need. From web design to direct mail to online advertising, we have had tons of success helping financial advisors grow their businesses with smart marketing. Give us a call at 1-800-992-9663 or visit our financial services page to find out what we can do for you!
