What would your business look like if you got high-quality leads on autopilot?
We’re talking a steady stream of dream clients sending you their contact details day in, day out. Clients ready to work on your terms and within your budget. That’d be amazing, right?
The good news is, this doesn’t have to be a pipe dream. Good marketing for financial advisers can turn your site and Social platforms into a client-generation machine.
At Megaphone marketing, we help small business owners – including financial advisers like yourself – generate over A$10,000,000 monthly. And in this article, we’ll show you how you can feed your business with a steady stream of profitable, high-quality leads.
How Is Marketing for Financial Advisers Different?
As a financial adviser, relevant qualifications and experience aren’t enough. You must develop trust with potential clients. After all, who will accept financial advice from someone they don’t trust?
For other businesses, it takes 7 touch points to convert a prospect into a customer. But for financial advisers, that number can be much higher. Choosing the right financial adviser is a big decision!
People need to know, trust, and like you before they become customers. This means you have to be extra good at marketing in this niche.
Your prospects are unlikely to be in buy-now mode. You need to engage them, nurture connections, and slowly sell them on your services over time.
Who Should You Market To as a Financial Advisor?
In Australia, you have a variety of target audiences for your services, including:
- People with Self-Managed Super Funds (SMSFs)
- Self-employed individuals
One thing that helps is focusing on a specific niche, e.g. retirement planning for self-employed doctors or money management for middle-class families.
Something else that helps is matching specific tactics to your target audience. For example, Social Media Marketing might work well for young people… But if you’re targeting millennials and older, Google Ads are a better choice.
With various financial advisers all vying for attention, many will throw money at marketing and hope it will bring them clients. Marketing as a financial adviser can be costly if you don’t know what you’re doing.
With that being said, let’s look at 7 marketing strategies that actually work for financial advisers – especially in Australia!
7 Effective Marketing Strategies for Financial Advisers
1. Set Clear Goals
Goal-setting might sound like an odd goal, but take it from us… It’s where most financial advisers falter. If you don’t know what your goals are, figuring out marketing priorities becomes impossible.
That’s why the first order of business is to match your marketing strategy with underlying business goals. Questions that can help you get started include:
- Who do I serve (or would like to serve)?
- What do I want to achieve for my business?
- What do I need to reach my goals?
Figuring these out will give you a clear path to follow, especially once you break big-picture goals down into actionable steps. This makes them less daunting and more manageable, giving you a higher chance of success.
Here are some examples of concrete marketing goals:
- Attract 100 quality leads in the next quarter
- Convert 50 leads into customers in the next year
- Increase brand awareness, e.g., get more podcast listeners or video content views
- Generate more referrals from existing clients
- Grow your email list to 5,000 subscribers
2. Niche Down and Leverage Your Strengths
Megaphone serves over 350 businesses, many of them service providers. In our experience with these clients, people like paying specialists; not generalists. They may seek out a generalist for initial advice – but when it comes to trust, niche experts get more business.
By niching down in terms of target audience and services, you become an authority figure, gain trust, and attract more qualified, high-quality leads. Plus, you make it clear to your dream clients that you’re exactly what they’re searching for.
When selecting a niche, you can specialise based on…
Strengths, interests, and experience
Do you have any unique experiences or qualifications that make you stand out? Are you passionate about a specific kind of service or customer?
If so, niche down based on strengths and interests. A niche that you enjoy working in and have experience in makes marketing yourself a lot easier.
Your target audience
Generalised marketing will only ever generate poor leads. A basic ad for a financial adviser can draw in anyone, from plumbers to retirees or high-earning professionals. How can you provide expert advice when working with people from all walks of life?
This is why it’s useful to research your audience and create customer personas to target. These should not be too generalised. You cannot say “women” or “lawyers” because this is too broad. Instead, focus on small groups of people with shared traits.
The more specific and deep you can go, the better. You’ll then be able to create marketing materials and strategies that are laser-focused on your target market. For example, a good target market may be “Lawyers between 25-35 that live in Melbourne.”
Everyone that comes to you wants you to help them in some way. But this doesn’t mean you can help everyone with everything. Understanding this and niching down helps you excel at one thing, or several core areas, letting you corner your niche.
For example: many customers look to a financial adviser to put their money in order right now. Others want a long-term financial plan that works for them. Defining what you do and don’t help with helps you find and convert clients who are just right for you.
Let’s say your target market is Australian cattle farmers aged 35-45. You understand that this group will likely be more risk-averse than other investors. They’re also likely to retire late, and be worried about their post-retirement income.
With this in mind, you could focus your marketing on helping cattle farmers build long-term wealth they can retire with. Niching down this way also lets you create customised service plans for your clients – something most financial firms try to do but are weak at.
3. Leverage Social Media
Social media is a channel many financial advisers ignore. They don’t understand that even “serious” customers click ads on networks like Facebook and Instagram. But with 4.74+ billion active social media users, you’ll definitely find your target audience on Social.
Financial advisers can use social media to create pages and groups that attract and nurture leads. On Social assets, you can share relevant and valuable content with your audience. This could be in the form of infographics, video content, testimonials, etc.
Since trust is paramount in finance, Social is a smart way to do 2 things:
Pull customers into your marketing funnel
Social media gives you an easy way to bring attention to your offer. And once people engage with your ads, you can retarget them with Meta Pixel and similar. Once you convert people into leads and get their contact information, you can nurture them until they convert.
Build trust over time
Sharing content is a strong way to build credibility. Answering questions, simplifying finance, sharing tips – all of this helps position yourself as an expert.
Plus, social media can be excellent for humanising your brand. Financial firms are often seen as stuffy and unapproachable. But by being active on social media, you can show your target market there’s a person behind the business.
Generate demand by helping people
Two-way social media communication can be a massive demand generator. For example, some people may seek free financial advice. If you help them, they might realise they need your services and convert into customers.
Just remember to stay professional, flaunt your unique selling point (USP), and stay helpful.
The more you help, the more people associate you with sound financial advice. When they eventually do need an adviser – you’re the first person that comes to mind.
Leverage your personality
Source: AFA Association of Financial Advisers
Many financial advisers successfully use social media to leverage their business via a personal brand. One example is Brittney Castro, a certified financial adviser based in Los Angeles, California.
Brittney’s Instagram account not only provides value within her target field (life insurance) but also promotes her brand and business – and puts a face to the name.
If you can figure out a way to leverage your personality like Brittney did, you stand to capture your audience’s attention – and eventually, their business.
4. Create lead-gen landing pages
Source: AFA Association of Financial Advisers
When done right, your website can become an automated lead-generation tool that works for you 24/7.
For that, you need a landing page that converts traffic into customers. If you target multiple people within your niche, e.g. doctors and nurses heading for retirement, you will want separate landing pages for them. Ditto for different services.
Doing this will create a personalised experience for your website visitors and improve your website’s conversion rate.
Here are some examples of what to include on a landing page:
- An attention-grabbing headline
- User-friendly design
- Mobile-friendly (responsive)
- Content that matches user intent for SEO purposes
- A brief yet informative description of what you do
- Client testimonials and social proof
- Compelling images or videos
- Calls-to-action (CTAs)
Everything on your landing page must serve one purpose: to get the user to take action. If you want specific examples of how to craft a landing page that converts incredibly well, consider talking to us. We’ll gladly share what we know with you.
5. Network and Build a Community
One of the best ways to get referrals? Networking. You connect with other businesses and professionals within your industry when you network. These people can then refer business to you, and vice versa.
Networking doesn’t stop at just making connections. You should also aim to build a community. Doing this sets you apart by going beyond the typical client-adviser barrier and helping form genuine, long-lasting relationships.
How you do this will depend on your niche and target market, but as guidance, you can do the following:
- Host events (virtual or real-life)
- Regularly approach customers for feedback (net promotor score – NPS – is a valuable marketing metric)
- Respond to comments on social media
- Use paid ads
- Share relatable content
- Send thank-you letters/ emails
- Seasonal greetings messages
A community will be quick to recommend your services because they trust you. To continuously nurture this relationship, you should always act on client feedback and manage complaints.
While it might not always be plausible to network, you should always do what you can to help.
6. Showcase Your Expertise
Source: My Online Adviser
You need to showcase your expertise to ensure your customers and prospects see you as an industry leader. If you don’t toot your own horn, you can’t expect anyone else to, either.
There are many ways financial advisers can do this, but some of the most effective methods are as follows:
- Become a speaker at industry events
- Create a resource centre on your website
- Write informative blogs and guest posts
- Craft and send regular newsletters
- Engage in thought-leadership programs
- Participate in online and offline discussions
Many people claim to be experts, but you need to prove it. By demonstrating your extensive knowledge and sharing valuable insights, you will quickly become known as a financial adviser that people can trust.
7. Measure The Right Metrics
Metrics, or key performance indicators (KPIs), give valuable insights into your financial adviser marketing campaign, ensuring it progresses to its primary goal.
Measuring the right metrics goes hand in hand with setting clear goals. If your goal is to earn 6-figures in a financial year, getting leads isn’t enough; you need to convert them into customers, and their customer lifetime value (CLV) needs to make sense too.
Any metrics you track should be reported on and analysed regularly. Doing so will help you to spot any potential issues early on so that you can make the necessary changes.
The same applies to marketing campaigns. For example, to get more clients, you need to measure how many leads you generate from each source (website, social channels, outreach, etc.)
With the right data, you can make quality decisions on where to allocate your marketing budget and energy. Just remember to focus solely on metrics that matter. Vanity metrics like page views may make you feel good but do not always drive leads and conversions.
Marketing as a financial adviser doesn’t have to be complicated. By following these 7 simple yet effective marketing strategies, you can help generate a steady flow of new clients and grow your business.
If you need help getting started or don’t have the time to market your business, you can reach out to an agency. Megaphone is Australia’s #1 rated marketing agency – and right now, we’re offering free consultations (worth $1,200) to financial advisers.