Marketing can be confusing. I always found there wasn’t a clear path to marketing. There’s often a lot of noise, especially from marketing gurus that say, “you should do social media… you should do a video….” (But they don’t tell you why you should do it…)
It’s time to stop “shoulding” yourself and establish a solid foundation for financial marketing.
There are four pillars for every advisor when it comes to marketing:
- Lead generator
- Email newsletter
- Social media
Pillar #1: Website
Having a website is as standard as having a business card. Your website should be up to date. If it’s not, then it’s time to review because it will likely be the first digital impression your prospect sees.
Your website should have three messages:
- Who you serve (if you can’t figure it out, check out our article: )
- What you do
- Who you are
Don’t forget your website should have a clear call to action.
Pillar #2: Lead generator
Sometimes a prospect isn’t ready to book a meeting immediately; they want to get to know you. That’s when a lead generator makes sense.
A lead generator can be a checklist, a webinar, a video or an ebook. It’s something of value that you trade for an email address.
A couple of examples include:
- “5 mistakes business owners make”
- “10 financial tips to make sure you retire with confidence.”
Once your prospect has opted in to get your lead generator, an email sales campaign (this is a series of 7-10 emails) is sent out specifically designed to get the prospect to book a meeting with you.
Remember, you can be more “salesy” with this campaign because the prospect expects this.
Pillar #3 Email Newsletter
I’ve said this before: your prospect will not visit your website every day, but they check their email daily. That’s why you must reach out to your clients and prospects regularly. One other thing to keep in mind, with the email, you will pop up in their inbox…. your posts aren’t dependent on the Facebook algorithm.
The goal of a regular email newsletter is to provide value to your clients. Providing valuable, helpful information will keep you top of mind with your clients the next time they’re ready to buy life insurance or review their investments.
Pillar #4 Social Media
I know I need to go on social media because I was told to do it. However, when it comes to social media, you don’t have to be on all platforms if you don’t want to be. Think of social media as going to a party; you want to go to the party where your ideal clients are. Regarding social media, review your top 20 ideal clients, google them and figure out which social platform they’re on. This will help you determine which platform to focus your energy on.
Post consistent, useful content just like your email newsletter; remember the goal of social media is to:
- Subscribe to your newsletter
- Book a meeting
- Go to your website
Pillar #5 Content
Wait!! I said four pillars, right?!? The reality is that content is the most important, which means if you don’t have content geared towards your ideal prospect, there’s no point in doing any of this.
You can have a great-looking website, but what’s the point if your content doesn’t resonate with your ideal client? You want to attract qualified prospects.
Strong content will support all four pillars of your financial marketing.
If you need help with your marketing, please reach out to us for a complimentary consultation.