Financial advisors can’t afford to accept the status quo and stand on the sidelines when it comes to enhancing and maximizing their business. Industry competition is heating up due to baby-boomer demand, clients are expecting more personalized services and stock market volatility could be looming with election-year uncertainty in the air.
Having the right marketing strategy in place is one of the most effective ways you can jump-start client acquisition to help organically grow your business and stand out from the competition, regardless of changes in the financial industry landscape.
Here are four marketing tactics you can proactively implement to help differentiate your practice and subsequently grow your client base.
1. Develop Your Ideal Client Profile
One of the most important elements of a successful marketing strategy is recognizing what makes you unique and developing an ideal client profile. Once you identify your target client, you can effectively tailor your message, product and service offering to attract and serve this narrowly defined niche.
As a financial advisor, you can’t be all things to all people. Focus on a segment of the market where you can provide the most value and expertise, whether it’s a certain age range, demographic or group with specialized financial needs.
Leaning into who you authentically serve can be scary at first because you may feel like you are not casting a wide enough net. However, what you actually will find is people who you want to work with are more attracted to you and your business.
2. Audit your website.
Your website is the centerpiece of your marketing plan and key in attracting new customers as well as retaining existing clients. Think about your own habits.
Almost everyone Googles businesses or people they are considering doing business with before making that first call, and your prospective clients will too.
That’s why you should ensure your website is up to date, easy to navigate, visually appealing and, most importantly, speaks to your ideal client base through appropriate imagery and content.
Your website also should represent your firm’s ethos and succinctly describe your expertise and mission. Don’t let it make a bad first impression — prospective clients are just one click away from finding another firm that better speaks to their needs.