What are some of the best ways that financial advice businesses can market to generate more leads? We’re going to be answering this question with special consideration to the fact most financial advice businesses rely heavily on referrals to generate new clients.
And we’re going to reveal some of the things you must get right before starting any marketing to avoid wasted investments. Read on for sound tips in your industry, or get in touch for more personalised guidance and services.
Your pre-marketing to-do list
Before your business starts to invest in marketing, there are some things you need to ensure you’ve got right. These are:
- Your brand
- Your website
So, what do we mean exactly? Firstly, you need an effective and complete brand. This mostly means having a brand that suits the financial services industry and one that is entirely consistent across all platforms and business materials. Clients notice inconsistencies in a brand quite easily and it usually reduces trust and stops conversions.
Secondly, you need to have a professional website that is set up to convert. Many people think their marketing strategies aren’t working, but in fact, it’s their website that is failing to convert all the clicks that their marketing is generating. Most marketing channels will send leads to a website to make an enquiry or a sale. The marketing strategy is a success if it’s generating more website visitors, and it’s the website that’s letting you down if those leads aren’t being converted.
If you think your branding or website needs work to avoid wasted marketing investments, then hold off on the marketing while you bring those things up to scratch. Our WEBPRO Adviser team are on hand to help if required.
Offline marketing options for financial advisers
Offline marketing is often overlooked, which can be a mistake for any type of business. Sometimes offline marketing gets incorrectly branded as outdated, but the research tells us it’s simply not true. This is especially the case for referral-centric businesses that rely on satisfied clients recommending them to their friends and family. This referral process is much easier and even more successful if the satisfied client can pass on something to their friend which is printed, like a flyer, business card, etc. And this is also why it’s so important to ensure your branding is consistent across business materials first. Inconsistencies and ineffective branding could put the new lead off quite easily.
Overall, one of the biggest benefits of offline marketing is that it repeats as it passes hands and circulates around communities. This is even more advantageous to businesses that rely on referrals.
Online marketing options for financial advisers
Online marketing options are the same for financial advisers as for any other type of business. These include:
- Search Engine Optimisation (SEO)
- Google Ads
- Social media marketing
- Email marketing
We’ve found many financial service businesses somewhat reluctant to invest in these marketing strategies because so much of their business comes from referrals. They believe they don’t need to get into online marketing for this reason. There is some logic to that, but it’s not entirely true.
Almost every referral doesn’t just pick up the phone as soon as you’re recommended to them. Most people check you out online by searching for your website or social media presence. When they do this, they’re most likely confronted with scores of your competitors who are investing more in their online presence, ready to snap up your referral for themselves. Google will show the user other options as well.
Also, ask yourself this, wouldn’t you want to use online marketing to get even more clients?
Tailored marketing services for financial advisers!
WEBPRO Adviser includes a team of branding experts, web designers and marketing gurus to help businesses specifically in your industry. Tap into their wealth of knowledge today and start converting more clients (including referrals!) and making more sales. You can pick and choose our services, which are always 100% tailored to your exact business needs.
