Reaching your clients where they are has been a staple of marketing for generations. In today's increasingly electronic world, it is crucial that financial planners create a digital marketing strategy. It sets you apart from your competitors and shows prospects that you're an innovator in the financial services industry.
What is digital marketing?
Digital marketing is the evolution of traditional marketing techniques to websites, social media, and other technology channels. Internet marketing tools enable you to reach a targeted audience like never before. Financial Professionals can target prospects based on specific demographics, their behaviors, and their online habits.
Why is it important?
The advantage of digital marketing strategies is that financial professionals can build a custom profile of their ideal prospects. This eliminates broadcasting messages to a broad audience and hoping that the right people see them.
Targeting to specific audiences reduces wasted marketing dollars and increases the return on investment (ROI). It also allows for more personalized messaging. When prospects feel that you're speaking directly to them, it leads to more opportunities.
Digital marketing strategies that set you apart
Using these digital marketing strategies for financial professionals will improve your marketing efforts and create a better ROI on your advertising budget.
Define the ideal customer
Knowing what your ideal customer looks like allows you to focus your marketing efforts. Create a profile that includes their age, marital status, income, and assets, to name a few. For example, if your target clients are high-net-worth couples nearing retirement, you shouldn't market to newlywed couples in their 30s.
Incorporate SEO Keywords into your website
Search engine optimization (SEO) is the strategic placement of words and phrases throughout your website. This helps your website rank higher in search results for those terms.
An ideal keyword to focus on is "financial advisor in <<your city>>." Proper use of SEO will cause your website to be one of the first links a prospect finds when searching for financial professionals to interview.
Add a call-to-action to encourage prospects to act now
Your website showcases your expertise to investors. When a prospect finishes reading the information they searched for, encourage them to take the next step with a call-to-action (CTA). A CTA encourages people to take the next step towards being a client.
Example CTAs include booking an appointment, sharing contact information, or downloading your brochure.
Offer digital downloads in exchange for contact information
Not all investors are ready to proceed right away when they visit your website. Offering a free eBook, printable, or another digital freebie is an excellent strategy to get their contact information. Their contact information allows you to follow up and add them to your email newsletter.
Targeted advertising on social media and search engines
Having a website and social media accounts is not enough. Keep your website updated and stay active on social media to build credibility. Online advertising targeted to your ideal clients increases the chance you'll find new prospects and convert them into new clients.
Embed a Facebook Pixel on your website
Facebook is an incredibly popular social media platform that almost 70% of U.S. adults use. The Facebook Pixel is a small piece of code that is easy to add to your site.
Using the Facebook Pixel allows you to target visitors to your site with ads. This software also allows you to target Facebook users that "look" like your website visitors. They can even be targeted if they've never been to your site.
Use A/B Testing to refine your messaging
Your marketing messages may not be as effective as much as you had hoped. A/B Testing allows you to test two messages at once to see which one prospects respond to better. This helps you refine your message with a small budget before launching a more extensive marketing campaign.
Distribute a regular email newsletter
Emailing your clients and prospects on a regular basis keeps your name on their minds. It is also a good way to share important news and concepts quickly. Your newsletter content can be sent weekly, biweekly, or monthly, but the key is consistency.
The bottom line
Using a digital marketing strategy will set you apart and lead to increased conversions of prospects. You'll be able to focus your advertising budget on your ideal customer and refine your message with small-scale testing. With the addition of a clear call-to-action, prospects will know the best way to start working with you.