Have you ever been caught in the trap of thinking “next week things will slow down” only to find that “next week” never actually arrives? Running your own advisory firm has so many demands, from client meeting prep, to hiring great help, regulatory filings and continuing education. It’s easy to push off behaviors and tasks that don’t deliver an immediate return on your investment. Marketing, especially in our industry where prospect nurturing can take longer to build trust, is easy to neglect.
This is completely understandable. Oftentimes advisors don’t have the technology, design or copywriting skills or time to market our businesses appropriately. The thought of finding a team to help you with those tasks can take a lot of hand-ons work. You may even be so busy with client work that it doesn’t seem like you need any marketing to keep your business running. However, every funnel eventually needs to be refilled at the top. If you want your business to keep growing, marketing is key, even if it’s hard to accomplish right now and even if you don’t need additional business at the moment.
Where to Start with Marketing
Marketing doesn’t have to be grandiose, but it does need to be thoughtful and measurable. First, it will be important to identify who you are talking to, what their pain points are, and how you can help alleviate their problems.
Codify Your Ideal Audience
The beauty of marketing is that it gives you the power not only to talk directly to the audience that you’re currently working with, but with the clientele that you want to be working with. If your goal is to target HNW individuals whose children attend private schools, then creating content and service offerings around that specific group like “What it takes to make it into The Groton School” or creating a comparison of the three top private schools in your areas would be excellent ways to begin to reach out to your specific niche. Offering pertinent information to real needs, then podcasting, writing or posting about how you can help them is a great way to get them through your door. All of your marketing efforts should work to help solidify you as a leader and expert in the space you want to be in, ultimately resulting in more clients.
This is why knowing your ideal client matters so much. If you and everyone on your team can’t articulate exactly who you are trying to reach, it’s time to get serious. Download this worksheet to begin the process of defining your ideal audience. Fill it out for each potential client persona and try to have 3-5 personas you serve.
Craft Your Message
Writing from a blank page can be intimidating. Thankfully, you aren’t forced to only write down your thoughts about your message. Try taking voice notes, use transcription app like Otter.ai or set up a podcast schedule to talk through the things you’d want to say to your ideal clients. You already have lots of hours talking with people you love serving and who have benefited from your advice. Instead of trying to write content for those same people, simply talk to them like you always have and capture it for use in brochures, blog posts, videos, downloadable resources, social media messaging and more.
One thing to note, authenticity reigns in marketing messaging. People want the real you, real advice, and a real connection to the team managing their money. If you genuinely care about your work and the services you can offer to those looking for a financial advisor then authenticity won’t be a marketing ploy. It’s a natural expression of your desire to help people achieve their financial goals. All of your messaging should be in your voice. Show up just as you would in your office or on a video call. It sounds trite, but being yourself is best.
There are tons of resources available that can help you get started with marketing, or if you’re already doing some, ways to refine your strategies. Don’t be intimidated by the unknown and don’t put it off simply because you aren’t making time for it. Your ideal clients are waiting to hear from you!
Remember, marketing is key for growing your current book of business, but it is also helpful for growing your brand’s overall reach to give you a more stable flow of new business. Set yourself up for success now.