Digital Marketing for Financial Advisors: 2024 Update and Trends
Unlocking the Potential of Digital Marketing for Financial Advisors
Before anything else:
Recently, we had the pleasure of responding to a DM that led to a significant financial breakthrough for our students.
Here's the highlight of how the conversation that's got everything to do with social media marketing (SMM) unfolded.
They'd presented a litany of evidence thats hard to ignore:
The number of people to use social media is projected to increase to almost six billion in 2027. Putting it in perspective that 75% of the people on earth - more than 7 in every 10.
Per Oberlo’s statistics, social media is the go-to place for 75% of consumers to scrutinize brands. Implication: Our virtual identities are increasingly defined by what we broadcast on these platforms.
A staggering 71% of consumers who have had a positive interaction with a brand on social media are likely to become advocates for that brand. This is the pinnacle of trust-based marketing.
Their singular request was clear and direct:
“How can I use social media marketing to sell my products and services as a financial advisor?”
In this post, we'll share the 3 step breakdowns that led to their transformation, which you are welcome to implement in your financial advisory business.
Here's what you'll learn:
Social Media Marketing For Financial Advisors: What and Why?
Starting Strong: How Financial Advisors Can Create A Winning Social Media Marketing Campaign .
The Winning Formula: 7 Key Principles To Turn Social Media Into Your Magnetic Source Of New Leads.
Putting It All Together: Overcome Obstacles With The Taylor Method.
P.S. If you’re an insurance or financial services professional, the Taylor Method (TM) offers a no-nonsense approach to building a million-dollar practice. The right mindset, process, and language are all essential components of success, and this program offers a comprehensive approach to all three. Don't let this chance slip away - seats are selling out fast. Enroll here.
Social Media Marketing For Financial Advisors: What And Why
A lot of people like direct response marketing, but with a social twist. But what is it?
Buffer’s definition of SMM is straight to the point:
“Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.”
For financial advisors, it is all about standing out in a crowded marketplace.
But why bother?
Understanding The Benefits Of Social Media Marketing For Financial Advisors
Let us start by emphasizing that in today's hyper-competitive world, you need every edge you can get - if you're invisible, you're irrelevant.
So, if you want to thrive as a financial advisor, you need to embrace social media and use it to create a remarkable, unforgettable, and utterly indispensable brand.
SMM provides you with that edge. The most critical points to remember are:
An unparalleled opportunity to cement your reputation as a trusted expert and valued ally. At the top of the list, advisors can engage with your audience in real-time, respond to their needs and concerns, and build a loyal following of clients and prospects.
A platform to communicate your value proposition effectively. Effective communication, now more than ever, is the lifeblood of any successful enterprise. And social media provides a powerful tool that allows advisors to use the power of words to create compelling content that drives engagement, builds trust, and drives conversions.
Impact and influence. It can help you amplify that impact and influence, reaching more people, and making a more profound impact on the world around you.
Attractive and cost-effective marketing. To put it plainly, compared to traditional marketing methods, social media marketing is relatively inexpensive. The barrier of entry is low too. These points make it an attractive option for financial advisors looking to reach a larger audience without breaking the bank.
Valuable data at your fingertips. With its sophisticated tracking and reporting capabilities, social media marketing allows advisors to make informed decisions, optimize their campaigns, and achieve real growth and success.
Bottomline: By creating high-quality, engaging content that speaks directly to your target audience, you can attract more leads, convert more prospects, and grow your business.
Starting Strong: How Financial Advisors Can Create A Winning Social Media Marketing Campaign
Set The Stage
Define Your Objectives
To begin with, it's important to define your objectives. Why? It will help you to create a targeted strategy that aligns with your business goals. So what do you want to achieve? More leads, brand awareness, or both?
Have you decided? Ok great! Move to the next step!
Understand And Adhere To Sec’s Marketing Compliance
Dear financial advisor, don't get carried away - even on social media, there are codes of conduct expected of you by regulatory bodies. That said, you need to have a solid understanding of the SEC's marketing compliance FAQs as well as FINRA’s Social Media Marketing Rules and create a plan to ensure your marketing efforts are always in compliance. Trust us, it will not only protect your business from legal issues, but it will also help you build a reputable brand.
For example, extracted performance under the new marketing rule expects that if an adviser displays the gross performance of one investment (e.g., a case study) or a group of investments from a private fund, the adviser must show the net performance of the single investment and the group of investments too.
Understand Your Ideal Customer
If you want to make real moves, you can't be out there trying to connect to everyone and their mama, you must target your efforts and connect with the right people.
So here's your to-do:
Define your niche: You can't be everything to everyone. Figure out what sets you apart and who you want to serve.
Research your market: Do your homework and find out who your competitors are targeting. Look for gaps in the market that you can fill.
Get specific: Don't just think about demographics like age and gender. Think about psychographics too, like values and interests.
Create a customer persona: Once you know who you're targeting, create a customer persona to bring them to life. Give them a name, a backstory, and a personality.
Walk in their shoes: Put yourself in your customer's shoes and see the world from their perspective. What are their pain points and what do they want?
Use this profile to direct your strategies that align directly with their needs and interests.
Choose the Right Platforms
There are numerous social media platforms available, but not all of them are suitable for financial advisors. Not to beat about the bush, LinkedIn, Facebook, Twitter, YouTube, Instagram, and TikTok are the best of the rest according to NASDAQ.
Most importantly, each platform has its vibe and culture:
LinkedIn: More professional than personal, meaning this platform is primed for a hard sell approach.
Facebook: Probably the most popular - and historically, particularly amongst baby boomers and millennials. Advisors should use Facebook to build relationships, share insights, and advertise their businesses.
Twitter: If you love to write, then hop on Twitter but remember, short and sweet is the name of the game. Use every available real estate to share hard-hitting updates and insights in real time.
YouTube: Other than Google, people head to Youtube the most to find answers, seek solutions, and research. That's not all: Hubspot reports that “More marketers credited video with increasing dwell time, traffic, leads, sales, and reduced support queries than in any of our annual surveys since 2015, - while an all-time high number of marketers (92%) told us they get a good ROI on video content, up from 87% in 2022.” The only catch? Be prepared to create awesome relevant videos.
Instagram: Unlike Twitter, on this platform, visuals are everything. People scroll through their feeds quickly, so you better be prepared to invest in creating attention-grabbing images and videos.
TikTok: This is the new kid on the block and is optimized for short-form video content. It holds greater potential especially to connect with a younger audience.
Optimize Your Profile For Maximum Impact
Cliche, but true: your social media profile is more than just a page - it's a virtual storefront and the first impression that many people will have of you and your brand.
Here's the way to look at it:
Your profile is like a treasure map, and your goal is to lead people to the treasure - your offerings!
While each social media platform has its unique features and requirements for profile creation, some general tips can help you optimize your profile across all platforms.
Here are a few:
Use a professional profile picture: Your profile picture is the first thing people see when they come to your profile. Make sure it's a high-quality image that represents your brand or business.
Write a captivating bio: Your bio should be like a message in a bottle - something that catches people's attention and makes them want to explore more. Use clear language and highlight your unique selling points. One more thing: include relevant keywords to make it easier for people to find you.
Include your contact information: Make it easy for people to get in touch with you by including your contact information in your profile. This can include your email, phone number, or website.
Link to your content: Like clues on a treasure map, your links should lead people to your valuable content. Make sure your links are easy to find and use custom short links to make them more memorable.
Use relevant hashtags: Hashtags can help your content get discovered by people who are interested in your niche. Use relevant hashtags in your bio and in your posts to increase your visibility.
Link to your landing page, website, or blog: this can help drive traffic and increase your overall conversions. But that's not enough - use calls-to-action such as "visit our website" or "subscribe to our newsletter."
Utilize visual elements: Visuals can help make your profile more appealing and memorable. Consider using custom graphics or banners to enhance your profile.
Keep it updated: Make sure to regularly update your profile with fresh content and information to keep your audience engaged and informed.
Create Content That Resonates With Your Audience
Generate Relevant Content Ideas
The next sentence will probably blow your mind…
You have a treasure trove of inspiration right at your fingertips - we'll show you how to tap into it.
Keep your finger on the pulse: News items and trends are awesome opportunities you can leverage to create great content. Rather than just retweet or share the link that came up on your feed, share your opinion or insights instead.
Use client stories: Every advisor should be doing this - share success stories and testimonials from your clients. This can help build trust and credibility with your audience and show them how your services have helped real people.
Tip: If you can get the clients to tell the stories themselves, in their voice, then that's a jackpot!
Simply ask: This could be a live Q&A session, a poll, or a tweet. “Hey guys, what would you like to learn about life insurance today?” You get the point, right?
Highlight personal experiences: When you share personal stories and experiences it can help humanize your brand and make you more relatable to your audience. Just be sure to keep it professional and relevant to your audience's interests.
Stalk your competitors (in a good way): Before you freak out, listen: you can gain valuable insights into what is working by visiting the social media pages of other advisory professionals or businesses. The trick is to improve upon what resonates with a similar audience by adding your twist. Do you still need us to tell you not to copy their content? Please don't!
Repurpose your content: Repurposing your content is a smart way to get more mileage out of your efforts while still delivering value to your audience. No long talk, here's how it works: turn your blog post into Youtube videos; Split Youtube videos into shorts for TikTok and Instagram reels, create tweets from sections of a blog post, etc.
Create A Social Media Content Plan
Armed with a boatload of content ideas, you need a plan of action. Why? A content plan is key to staying organized and on track with your social media efforts.
Here's an example of what one looks like:
Goal: To increase brand awareness and establish authority in the financial industry.
Target Audience: Young professionals aged 25-35 who are interested in investing and saving for their future.
Tips and advice on investing in the stock market, real estate, and other financial vehicles.
Insights on saving money, managing debt, and creating a budget.
Share thoughts and insights on the latest news and trends in the financial industry and
Client Success Stories
Share success stories and testimonials from clients to build trust and credibility with the audience.
Monday: Investment Tip: How to choose the right stocks for your portfolio.
Wednesday: Personal Finance: 5 Ways to Save Money on Your Monthly Bills.
Friday: Industry News: The latest trends in cryptocurrency and blockchain technology.
Monday: Client Success Story: How we helped a young couple save for their first home.
Wednesday: Investment Tip: The Benefits of Investing in Real Estate.
Friday: Personal Finance: 10 Simple Habits to Help You Achieve Financial Success.
Monday: Industry News: A Look at the Future of Sustainable Investing.
Wednesday: Client Success Story: How we helped a client retire early and live their dream.
Friday: Investment Tip: Diversifying Your Portfolio with Mutual Funds and ETFs.
Monday: Personal Finance: The Importance of Emergency Funds and How to Build One.
Wednesday: Industry News: The Impact of Inflation on Your Investments.
Friday: Client Success Story: How we helped young professionals pay off their student loans and start investing for their future.
Craft Compelling Narratives
We suggest taking a page from the book of Hollywood scriptwriters. They know how to craft compelling stories and experiences that captivate audiences. You need to do the same on social media. Tell stories that resonate with your audience, and share experiences that speak to their hopes, dreams, and aspirations.
A simple hack: It's all about perspective - put yourself in the shoes of your ideal client and see the world from their point of view. This will allow you to create content that is relevant and valuable to them. Remember, communication is not just about transmitting information, it's about connecting with people on an emotional level.
“But I not good at writing” We hear you; here's a simple trick that can help:
The “Before -To - After” framework.
It takes the reader from where you were (or they are), through how you overcame challenges (or they can), and then finally a victory lap of you/them achieving your/their goal.
Highlight Benefits, Not Features
Your audience doesn't care about the technical specs of your product or service. Just like you when shopping for that new item, they care about how it can improve their lives. Highlight the benefits and show them how you can solve their problems. Your social media content needs to be persuasive and compelling if you want it to generate leads. Take the time to craft great headlines, hooks, and calls to action that will inspire people to take action.
Before you make that next post, ask yourself:
“Would this help the reader?”
Yes? By all means, go ahead.
No? Revise your content again.
Eavesdrop On Your Audience
Use social listening tools like Google Alerts and Mention to monitor conversations around your brand and industry. Analyze the data to identify trends and themes, and use this information to adjust your strategy or create content that addresses your audience's needs and concerns. And always remember to be human, show your personality and vulnerability, and let your audience know that you are one of them.
Build A Loyal Following
Consistency is key: This will keep your brand top-of-mind for your audience and help build brand recognition. However, there is a caveat: the types of content that go viral are original, novel, and enlightening.
Engage: Respond to the posts of top influencers in the industry. Also, ensure your reply to comments and messages from your audience in a timely and professional manner. This will help build a sense of community and encourage engagement on your posts.
Ask: Likes, Shares, Followers, Retweets, and so on are not vanity metrics. We strongly encourage you to covet them - and that might include you asking for them. You'd be surprised to discover that those you look up to, did likewise too.
Forge relationships with industry influencers: You know what? One way to rocket-boost your social media presence is to cozy up to the industry's heavy hitters. Don't be afraid to put yourself out there, engage with their content, and show them some love. Who knows? You might just strike up a mutually beneficial relationship that'll take your social media game to the next level. Boom!
Giveaways: Giving away freebies can be a mighty fine way to encourage your followers to interact with your content and share it with their friends. But don't make the mistake of offering prizes that don't align with your brand or that seem too gimmicky. The key is to provide genuine value to your audience.
Paid promotion: Consider investing in paid promotion to reach a wider audience and drive traffic to your social media pages. But hold on a second, it's not just about throwing some money at the wall and hoping something sticks. You need to target your ads to your ideal client demographic and use visuals and messaging that will grab their attention. That's the secret sauce to making paid promotion work for you.
What next? Do not forget…
The Winning Formula: 7 Key Principles To Turn Social Media Into Your Magnetic Source Of New Leads
Oh, we know you want to. The secrets?
No.1: Build Meaningful Relationships
To quote Seth Godin, "People do not buy goods and services, they buy relations, stories, and magic." That's the key to turning social media into a lead gen machine - building meaningful relationships with your audience - that's how you'll create true fans who will support your business for years to come.
But how do you do that?
You need to understand who they are, what they like, and what they need. Social media analytics tools like Sprout Social and Hootsuite Insights can help you track your audience's behavior, interests, and conversations.
Pro Tip: Be generous with your knowledge, engage with your followers, and build a community that will stand the test of time.
No.2: Try New Things
To make social media work for you, you need to be willing to experiment and try new things. Recall your Facebook feed 5 years ago? It doesn't look the same right? The thing is, social media is constantly changing, so it's important to be adaptable and willing to try new things. Mix up your content. Don't be afraid to try different formats and styles of content, whether it's video, graphics, or text. Ultimately, the bottom line is to keep track of what works and what doesn't.
No.3: Quality Almost Always Trumps Quantity
It's better to have a smaller number of engaged followers than a large number of unengaged followers. So, don't worry about trying to amass a huge following. Instead, focus on creating content that resonates with your target audience and inspires them to engage with your brand.
And when it comes to lead generation and client aqquisitions staretgies , there's no one-size-fits-all solution.
No.4: Be Consistent
Social media is a marathon, not a sprint. It takes time and effort to build a strong presence on these platforms. So, make sure you're posting regularly and consistently, engaging with your followers, and always looking for ways to improve your strategy.
In all honesty, you may need some assistance - and that's perfectly okay.
Use a social media management tool.
Using a social media management tool like Buffer or CoSchedule can help you stay consistent with your posting schedule. These tools allow you to schedule posts in advance, monitor engagement, and track your progress over time.
No.5: Take A Stand On Social Issues
Taking a stand on social issues can be a powerful way to generate buzz and build engagement. However, exercise caution - choose your battles wisely and make sure your stance aligns with your brand values and mission. Additionally, you can use your platform to start conversations and spark change in your industry and community.
No.6: Make People Stop Scrolling
Your information or advice may be the best, but that's only half the battle won. The other challenge is getting people to stop their mindless scrolling and pay attention to what you have to say.
Wondering how exactly to go about it? Consider these tips:
Deploy eye-catching visuals: Incorporate bright colors, unique designs, and bold typography.
Use your captions to pose thought-provoking questions that stop your audience on their track and force them to engage with your content.
Introduce surprising facts or statistics that will pique your audience's interest.
Putting It All Together: Overcome Obstacles With The Taylor Method
As we wrap up this blog post, be reminded that social media marketing is just one aspect of a larger sales process. You need to consider the bigger picture and develop a comprehensive strategy that incorporates multiple touchpoints across the entire customer journey.
Unfortunately, you might miss it and make a common mistake like many advisors:
Great social media profile? Good and fine!
1000s of followings? Perfect!
Then they ruin it:
By bombarding their audience with sales pitches.
Do you know what happens if you tow this line? This approach leads to four predictable outcomes, like clockwork:
End up on the phone or in a meeting with a prospect that will be a time waster;
Spend most of your energy that would have been better served in other aspects of your business extinguishing objections;
Undersell your services because chances are high you'll miss sales opportunities right under your nose;
And worse, be known as a spammy financial advisor, which will severely damage your reputation.
Cue the Taylor Method - a proven comprehensive system designed to tackle every aspect of the sales cycle. It is established upon four pillars that provide a blueprint for success, from the initial approach to the final close.
The approach. This is all about making a great first impression and establishing trust with your prospects. We help advisors master this pillar, so you'll be able to start your conversations on the right foot and establish a strong foundation for the rest of the sales process.
The fact find. It teaches you how to dig deep into your client's unique financial situation and identify their needs and goals. With this information, you'll be able to provide tailored recommendations and solutions that are hard to resist.
The opportunity. Equips you to become a "facilitator of solutions" that'll be hard to resist. And at this stage, you'll be well on your way to closing the deal.
The close. Thanks to the Taylor Method system, this phase becomes the most rewarding and surprisingly easiest part of the process. Sealing the deal becomes a matter of when not if.
The Taylor Method is not just a set of tactics, it's a mindset shift. It requires us to think differently about how we approach financial advisory sales. We must focus on building trust and relationships with our clients rather than just pushing products. By doing so, we create a loyal customer base that will continue to work with us for years to come.