The 38 marketing secrets of digitally savvy Financial Advisors

May 7

With nearly 10 years in digital marketing and prior experience in asset management, I’m sharing 38 key insights to unlock the secrets of Internet marketing specifically for financial advisors.

Niche marketing

Having a niche marketing strategy makes you more effective.
Going wide and talking to everyone is reassuring, but it kills your conversions.
If you've taken the time to really dig into your personas, it'll work better.
You can only be exclusive if you exclude people.
Don't be afraid to talk to a profession. They'll understand that you understand them.
If you don't know where to find people in your niche, it's probably not a good niche for you.
Email marketing
Le marketing par e-mail est la meilleure stratégie de prise de rendez-vous pour les CGP.
According to McKinsey & Co, e-mail is 40 times more effective than Facebook and Twitter combined.
According to Optinmonster, 58% of people check their e-mail first thing in the morning.
An e-mail about the state of the stock market is of no interest to anyone. Have you ever opened an e-mail from BoursoBank?
The most effective emails create a link with your contact list.
Opt for an e-mail with simple text and a minimalist design.

Prospecting

"More calls" is not the answer.
Successful prospecting combines volume AND efficiency.
Video messages work. Give it a try.
Your circles 1 and 2 won't be enough.
Consistency is the key to success in prospecting.
Focus on your inputs rather than your outputs.
You don't have to be extroverted to be an effective prospector.
Adopt outbound marketing strategies while building your inbound marketing machine.
Wealthy investors, those with a net worth in excess of 1 million, are less likely to consider a friend's recommendation when looking for an advisor. They want expertise.

Website

Your website: Forget photos of lighthouses, compasses and couples jogging on the beach.
Not all images from image banks are bad, you just have to be selective.
Put up photos of yourself.
If you have a Calendly, let us know on your home page.
The content on your site needs to move the conversation forward with your potential customers.
The best content connects to other content.
Data must inform your decisions (thanks Google Analytics).
Show your recommendations.

Marketing on LinkedIn

Posting for the sake of posting is not enough.
Having a strategy and tracking indicators are essential for success.
Vanity metrics are nice, but they don't correlate with increased customer numbers. Likes don't make customers".
The opportunities are in the DMs.
You don't need LinkedIn Premium, but it can be useful.
Talk like a human being.
Business Philosophy
Strive to be an actor, not a spectator.
A written marketing plan is a success factor.
Simplicity is better than complexity.
Strategy prevails, not tactics.