Digital Marketing for Financial Advisors: 5 Ways to Build Credibility

August 15, 2023

estate and legacy planning, Estate Planning, financial advisors, financial planning, Gen X

Digital marketing for financial advisors continues to be one of the most effective ways to attract, engage, and retain clients. Digital channels such as websites, social media, mobile apps, email, and search engines provide financial advisors with a wealth of opportunities to reach a wider audience, build credibility with clients, and establish themselves as reputable choices in the financial industry. This article will review six digital marketing techniques for advisory firms to increase awareness and drive more revenue.

1. Website Optimization

Your website is your brand’s digital face and is often the first point of contact clients will experience. Building a strong online presence is the foundation of a successful digital marketing strategy. Like any good site, yours should be visually appealing, easily navigable, and mobile-friendly. In addition to showcasing your expertise, highlighting qualifications, and promoting service offerings, consider content and functionality that provides added value.

Four ways to provide value:

Client testimonials: No recommendation is more powerful than a testimonial from a satisfied client. Feature testimonials on your website using written or video format.
Explanation of terminology: Common terms used in the financial space may be unfamiliar to your clients or website visitors. A brief glossary of words they are likely to encounter can help bridge the gap between advisor and client.
Easy contact form/chat: Make it easy for potential customers to contact you via a secure online contact form or live chat option with rapid response.
Educational articles/content: Showcase your expertise by offering educational content relevant to your client’s financial situation and goals.

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2. Content Marketing

Content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content.” It is a powerful tool for establishing authority as an expert in the field, promoting awareness of your firm, and attracting potential clients. Promote content across multiple platforms and channels, including your website, social media, and email. The key to successful content marketing is to create compelling and informative content that addresses questions while offering practical financial advice. Reach a broader audience with content marketing, and position yourself and your firm as a trusted resource.

Examples:

Blog content: Blog posts are a great way to share educational content and promote your firm. Don’t forget to share your newly written blog on social media to expand your reach.
Off-page Articles: Have you written content for peer sites or publications? This, too, is premium content to promote on your digital networks.
Videos: Sometimes, video is the most direct way to convey a message. Utilize video for announcements, education, and instructional content.
Infographics: Infographics convey information visually that most people can easily understand.

3. Search Engine Optimization

Search Engine Optimization (SEO) is optimizing your website to increase online visibility for local and national search results. With 46% of Google queries allocated to finding a local business, SEO optimization is vital.

When assigning rank, Google SERPs factors four types of SEO – On-page, Off-page, Local, and Technical SEO. Each plays a significant role in increasing online visibility, driving traffic, and creating a user-friendly experience. With the ultimate goal of attracting visitors and securing more clients, SEO is a key component of digital marketing and getting found online.

4. Identify and Promote Your Unique Value

Competition amongst financial advisors is fierce. To position your company as a top contender, you must identify and promote what sets your firm apart from others – are you a longstanding company, J.D. Power award winner, or do you provide your clients with modernized service offerings? For example, firms that leverage estate planning software to empower their clients to create and maintain their end-of-life documents demonstrate value while exceeding expectations and showcasing a commitment to connecting with the next generation and their digital preferences.

Highlight these benefits on your website, in your content marketing, and on social media platforms so potential clients will identify your firm with the advantages that come with it.

5. Email Marketing

Email marketing continues to be one of the most effective ways to connect with audiences, nurture relationships, and generate awareness about a product or service. Email marketing platforms, like Constant Contact and MailChimp, enable users to measure the effectiveness of each campaign by tracking common email KPIs, including delivery, bounce, unsubscribe, and click-through rates. Using this data, your firm can improve its email marketing strategy to provide recipients with well-crafted, expertly timed, educational, and engaging content.

Email Marketing Examples:

Newsletters: Share insights and forecasts with clients and potential clients.
Announcement emails: Are you hosting or appearing at an upcoming event? Excited to share the news about your new employees?
Product features/services updates: Keep your subscribers up-to-date on your products and services or highlight special features.
Quizzes and surveys: What better way to get to know your clients and the best ways to serve them than with an interactive quiz or survey?
Industry updates: Share important “right now” news and information about the financial sector and how it affects you and your clients.