6 Types of Digital Marketing for Financial Planners

6 Types of Digital Marketing for Financial Planners

Digital Marketing IDeas for Financial Planners and Advisors

Being left behind when it comes to digital marketing is a major concern for most businesses, but especially so, when you are hesitant to participate due to industry regulations.

Financial Planners and Advisors are stuck between a rock and a hard place when it comes to digital marketing. But it is just as important for Financial Planners and Advisors to have a strong online presence and to use various digital marketing strategies to promote their services. Even when it comes to future clients, say Millennials, they will become harder and harder to reach If digital strategies are not employed now. This generation are becoming more financially literate earlier, than previous generations. Which means if you aren’t actively seeking out new clients, you’re relying on them finding you. Risky!

There are many different types of digital marketing strategies available for Planners and Advisors to reach and grow their customer base. 

Here are my Top 6 Types of Digital Marketing for financial planners

1 -> Search Engine Optimisation

SEO is a digital marketing strategy that focuses on improving the ranking of a website on search engines like Google. By optimising the content of a website, financial planners / advisors can increase their visibility on search engine results pages and attract more traffic to their website. A great way is to regularly publish (SEO’d) content that draws visitors in. Not as hard as one thinks.

2 -> Website marketing

Now you have your Ideal Prospect on your site, how do you engage with them. Having a website is vital and should serve as a hub for all online marketing. Plus, host all the information about all the products and services you provide. Understanding, or segmenting your audience may be a great way to communicate effectively. Actively drive traffic to specific pages, rather than just your Home Page. Discussing Retirement Planning, have the link in your SM post lead directly to that page.

3 -> PPC (Pay Per Click)

Now that your website is SEO’d and optimised with fresh, current content, you can now start to send paid traffic to your site. PPC advertising is a digital marketing strategy that involves placing ads on search engine results pages or other websites. When someone clicks on one of these ads, the financial planner will pay a small fee. This can be an effective way to reach potential clients who are actively searching for financial planning services. Remember Prospects that Google search for your services are in “Buy Now Mode”, more so than any other platform.

4 -> Email Marketing

Email marketing involves sending emails to current clients and potential clients to promote financial planning services. By segmenting your list, you can personalise the information around your client/prospect. This is an effective way to nurture relationships with potential clients by keeping them in the loop. This may be the latest updates / offers / products from the Financial Planner / Advisor. Or it may something a little more personal. Eg Voluntary work by an employee.

5 -> Social Media MArketing

Industry regulations can be disheartening when it comes to Social Media. But social media platforms like Facebook, Twitter, and LinkedIn are powerful tools for Financial Planners / Advisors to connect with potential clients. By posting interesting and relevant content, Financial Planners / Advisors can engage with their audience and build relationships with potential clients. This should be from a Company point of view as well as the Employees. Each firm should be posting content and your employees should be engaging with it.

6 -> Content Marketing

Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience. For financial planners, this could include blog posts, videos, infographics, or other types of content that provide valuable information about the product and services offered, the people behind the company and of course, your clients. A simple place to start with Video Marketing would be to produce Report Videos at the end of every business quarter. This way, clients are kept informed in an engaging and timely manner adding another layer to the Personalised” service that elevates you above the rest.

Conclusion

Allowing regulation to keep you away from digital marketing, can be seen as a very short sighted strategy. As long as Financial Planners / Advisors stay away from direct advice and instead focus on other streams on content, such as Industry Updates, Behind the Scenes of the company, perhaps highlighting staff and the centre of your universe, your clients, digital marketing can become a very efficient strategy to reach more potential clients and stay front of mind. I read in a LinkedIn post just yesterday that had a very interesting line in it. It said …

“Don’t get the use of advice in order to sell products, and

providing genuine client focused advice confused.”

– Jason McFadden (Pinnacle Advice)

This is why 90% on Financial companies are less than active on social media and it doesn’t need to be that way. Have a clear line about what the difference is and stay above the line at all times.

Like all marketing and communication it takes and effort to produce and publish the content, but also find what type of content your clients want to consume.

Looking for a marketing strategy that is a little different? Make sure you’re following for more great content, or check out this post. 5 Out of the Box Marketing Strategies for Financial Planners / Advisors.

With change afoot within the Financial Industry, personalisation of service will be a huge differentiator and those who adopt early will reap the benefits. Here is my 2 cents worth Latest Blog Post.

If you would like to chat about Digital Marketing for your Financial Planning / Advising firm,

Prefer to have a chat face to face? Drop me an email via the Contact Form below and I’ll be in touch ASAP.

Good luck!

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