Financial Planning Marketing

Financial planning is indispensable if you wish to determine your short term and long term financial goals. It doesn’t matter how committed you are to your business, finances are your top priority; if the money is not there you simply won’t succeed. Similarly, business development is the ultimate priority for any financial advisor and a flourishing business translates into a bigger bottom line. There are always however more referrals to ask for, more accounts to get and more new clients to prospect. Planners looking to increase their marketing efforts must consider implementing the best strategies that will nurture and grow their practice.

If you are a financial planner, you’d want to market yourself in the most cost-effective way possible. Whether you are an established practice or a new firm looking for a comprehensive way to get your name out there, you need stellar marketing solutions. Here’s why-

Interact with your niche market

To help develop a polished, unique and consistent way for potential clients to interact with your firm. You also have the benefit of a highly experienced, fully-staffed marketing department who will guide you and assist you in every way possible and partner with you to implement a marketing strategy aligned with your resources, ability, time, sourced from your strength and aimed directly at your prosperous future.

Save time and money

You may not have the budget for full-time marketing staff- a good one-stop-shop will help you with everything from establishing a strategy for building and promoting your professional website. You can now focus on and proact what you do best while keeping new client development and business growth a priority.

Stand out from the pack

It’s a highly competitive marketplace. If you leverage the right expertise and tools, you can easily gain access to strategic, intelligible marketing plans that include compelling content to differentiate you from your competition and demonstrate the experience you bring to your clients.

How will a comprehensive marketing solution help me?

Branding

If you implement a branding strategy you can easily stand out from the stiff competition and ensure your message is not ripe with jargon. A firm message is the core differentiator for your brand. An effective marketing strategy will focus on offering an initial freebie or help you stay ahead of the curve by explaining prospects what your CFP or CFA designation means to them and how it will help them achieve results. You can additionally develop your brand by highlighting the benefits.

It will help you share your knowledge

You can hold a seminar keeping in mind your target market and share relevant information that will show participants that you have the right answers to all their financial planning challenges. You need to put your knowledge out there in order to establish credibility. A good marketing solution provider understands the significance of a website that is secure, compliant and tailored to your target audience.

Referrals

When it comes to the trust needed to handle financial affairs, nothing beats new business from clients who are referred to you by other satisfied clients. An effective marketing strategy will help you get your products and services across people and network with accountants, lawyers and other non-competing professionals who happen to appeal to the same target market.

Ultimately your services add tremendous value by eliminating uncertainty, stress or obstacles to your clients’ ambitions. They can sleep better at night knowing that their taxes and finances are in good hands. Expand your services by being top of mind for your client. Clients’ financial planning needs are rapidly changing. With rampant mistrust in the financial services industry, clients are now hunting for the objective, effective and trusted insights from their CPAs. As their highly trusted accountant, it’s time for you to step up to the opportunity.

 

 

Financial Advisor Marketing Plan

A written advisor marketing plan can be quite compelling. Sure, every advisor out there has an idea of what they’d like to work upon and to be reminded of these ideas every day can be tiring if not consuming. When you take the time to articulate your strategies, goals, and tactics you are able to see things for yourself more clearly, remain constantly motivated and grounded.

When you put your ideas on paper, you release your mind from the pressure of balancing everything in your head. Additionally, your advisor marketing plan will keep you from activities that do not help you move towards your goals. You do not need distractions.

A comprehensive financial advisor marketing plan should include-

  • Measurable goals and objectives
  • Areas of focus
  • Value (proposition/competitive advantages; what do you offer that is unique and that distinguishes you from your competitors?)
  • Competitive Analysis/SWOT Analysis- what is your competition doing and what are their value proposition/competitive advantages?
  • Budget- how much are you willing to spend on your marketing program?
  • Marketing stance/your ideal client
  • Marketing calendar- schedule your whole year upfront and stick to your dates
  • Projects and action steps (plan or a broad approach for achieving what you wish to accomplish)

Why do you need a plan?

If you have business expansion goals (as most advisors do), you’d be better off with a well-defined marketing plan even if your business is not scrambling for clients today. Marketing will help you gain prospect attention, establish your position in the market, win customers while building demand for your services. You may be indulging in a shotgun marketing approach without a clearly laid out plan, a little of this and a little of that and none of it is directly targeted towards accomplishing your objectives.

To define how you will establish your position in the market

When you make a plan, you will be able to define your ideal client profile, target market and what is it about your firm that makes you better suited to serve them. Once you know these, you can easily create your identity, messaging and marketing stance to reach those ideal prospects and clients.

To outline what you will do to gain prospect attention

You will define strategies that will boost your firm’s exposure to not just existing clients but also ideal prospects. Once you identify your competition and their value proposition, you can easily work on yours and make it unique.

To determine which actions will build demand

Your plan should be able to determine tactics that will lead to conversions and win you, customers. You can do all the positioning to gain prospects but if you fail to specify actions to move prospects along the sales process, your marketing strategy is not working for you and you probably need a new one. The ultimate goal of any kind of marketing is to gather the most purchase-ready customers who are the best fit for your products/services and make it convenient for them to reach and choose you.

To ensure your marketing plan is actually implemented

Marketing should not be an item that gets pushed to the bottom of the list when there are competing priorities and time is short. Make sure your marketing plan includes hard scheduled deliverables. Once the schedule is set for the year, it is your job to stick to it. A consistent marketing plan will take some time to show results.

Financial advisors often tend to believe they are more comfortable on the “left brain” i.e. the numbers side of the business than on the “right-brain” or the more subjective feeling sales and marketing side. However, without an implementable marketing plan, you will feel like you’re spinning in a hamster wheel to figure out how to get more and more clients thereby growing your business. Do you have a marketing plan yet? If not, do you have a scalable resource to help you develop your personalized plan and deliverables? Now is the time to begin. Make this year all about results with an effective marketing plan.

 

Financial Advisor Marketing Strategies

In an increasingly competitive landscape of more than hundreds of thousands of financial advisors, it can be challenging to stand out and differentiate yourself by simply offering comprehensive financial planning and great service. One of the most crucial but difficult tasks is not just perfecting their craft, but figuring out how to get new clients and ultimately grow your business. An advisor needs to learn how to effectively market their services and communicate their value to audiences that they might do business with. Here are a few strategies that will help you.

Know your niche market

You should be able to describe your target audience to anyone with such clarity that they should be able to visualize it. Research and learn more about the demographics as well as psychographics. You cannot be delusional enough to believe you market to everybody. The riches are always in the niches and you need to specialize in knowing your ideal client. There are a host of options to choose from- retirees, divorcees, company executives, dentists or plumbers. The idea that casting a wide net will inherently translate to more business is wrong.

Listen to what your clients have to say

A client-centric approach never fails. Your current and past clients are a group your marketing team should focus on since if you’re not reaching out to them, you can be sure your competitors definitely are. Send out thank you letters or birthday cards that are sincere. These will go a long way in getting your clients to give you referrals. Additionally, address every complaint that you receive from unhappy clients and resolve them promptly. Let your clients know that you value their input and they will be more likely to do business with you again.

 

Know how much money you make per direct outreach

You are blessed with the incredible ability to control your income! Figure out the number of calls it takes for you to make an appointment and then the number of appointments it takes to get a client. If you know how much you make per client you should be able to quickly figure out how much you make per phone call. If you want to make some extra money,  pick up the phone. You ideally need to keep track of- the number of calls you make, the number of completed calls and the number of appointments you set. While implementing these marketing ideas, knowing your numbers can be highly motivating but also discouraging along the way. Don’t let it get to you.

Focus on conversions

Channelize all your energy towards your site’s user experience, traffic is great but ultimately worthless if it’s not converted into paying customers. You should strongly consider hiring a web designer who will make your site easy to navigate, to follow information with ease thus ensuring enhanced user experience. Your clients do not have the time for financial jargon, broken links or an outdated website. Have your contact information on every page and take extra care to maximize your “above the fold” use.

The ideal thing to do is to work with a marketing agency. If you have been looking for one, you’ll quickly learn that no two agencies are the same and none can guarantee results. It’s also a time-consuming process. But for the sheer efficiency and seamless operations, you might want to consider a financial advisor marketing agency for your next campaign.

 

 

 

 

Could you Sponsor an Athlete? with Andrew Stallings

While sponsoring Tiger Woods or Roger Federer is most likely way outside of your budget.

Athlete sponsorship can be more accessible than you’d think.

On this episode, I chat with Andrew Stallings from the Athelo Group, about how he identifies opportunities, what areas are undervalued, and why the talent story is more important than their Instagram followers.

Andrew Stallings, Founder / Head of Partnerships of the Athelo Group, is a 10+ year Sports and Entertainment Professional that has worked in many realms of the industry from Media (SiriusXM Radio) to Sponsorship and Brand Strategy (Octagon / AB InBev).

After working with a wide variety of pro athletes for several years, I discovered a need for niche category athletes in terms of 360 management, creative strategy, and partnership consulting + execution.

With Athelo Group, we pride ourselves on working with athletes in Action Sports, UFC, Motorsports, and other rising properties by offering a vast and extended array of services that are beneficial to both the athletes we represent and brands we consult for.

Follow their journey on Facebook & Instagram. Follow Andrew Stallings on Twitter.

Professional Services Digital Marketing

The internet is significantly accessible today and the constant internet usage among adults has been steadily increasing. This has radically transformed the way people shop rendering offline marketing completely ineffective. Digital marketing encompasses all marketing efforts that use the internet or an electronic device. helps you connect with your audience where they are spending most of their time on the internet. More and more businesses are now leveraging digital channels like social media, search engines, email, etc to connect with prospective customers

How to formulate an effective digital marketing strategy?

In order to come up with a well laid out digital marketing strategy, you will need to make use of a spectrum of digital tactics- from the website itself to digital advertising, online brochures, email marketing, the business’ online branding assets and beyond. You may need to leverage the most efficient services to have a clear picture of how every digital marketing campaign supports their overarching goals depending on which you can support a larger campaign through the paid and free channels at your disposal.

Digital marketing includes a host of strategies like- Search Engine Optimization, Content Marketing, Social Media Marketing, pay per click, affiliate marketing, native advertising, marketing automation, email marketing, online PR, inbound marketing.

Why does your business need digital marketing?

Digital marketing has come of age. Its fundamentals have been established. Did you know that digital ad budgets are now a majority of total ad spend? More than half of the marketers are equipped with a transformative initiative to make marketing more digital. You need an integrated plan to engage and grow your audience.

Envisioning your Goals

By building an effective and proper strategy you will give your employees and the brand direction and goals. Without an effective strategy, you will lack a sense of purpose or what you want to do online. Availing professional services may help you with a well-defined marketing strategy that will help you define your target audience, construct a concise digital program and run a successful online campaign.

Making your brands more interactive

Certain campaigns like blogging, social media marketing, text messaging, improving search results, online advertisements, affiliate marketing, and email marketing can assure a more personalized experience for your customers. A reliable digital marketer will know how to keep audiences informed and engaged by leveraging things like infographics, client stories, and short videos. You cannot undermine the ability of internet marketing tools to interact with targeted audiences in real-time.

Enhancing your reach

Rely on effective digital marketing solutions to strategically focus on reaching and increasing the visibility of your brand. Define your goals, KPIs, and tactics and document them down the line.  Nothing gives better exposure and builds a more effective brand recognition than digital marketing. It makes use of effective result-driven strategies that entice more and more people to take a favourable action your business intends them to take.

The Internet of Things is a global ecosystem of interconnected devices- gadgets, appliances, tablets, and smartphones that interact with each other via the internet. Streamlined digital marketing solutions will prepare your business towards this eventuality, one that will permeate every aspect of your lives in the near future. In order to survive, you must ensure inclusion in this highly interconnected grid. Avail state of the art digital marketing services to implement proven strategies that attract highly targeted traffic and not necessarily more traffic, opening new doors of opportunities for attaining business growth.

 

Digital Marketing for Financial Advisors

Elite professional financial advisors realize that distinguishing themselves from competitors demands dedication, innovation, efficiency and the willingness to go beyond the norm. The perfect digital marketing solution will bring the same attitude to your marketing strategy by developing customized web assets that distinguish you from the pack and represent you (and your practice) with the highest possible level of professionalism and finesse. You shouldn’t have to settle for “canned” web themes and content being used by every other attorney or advisor. It’s time you reach your audience with the right content and a fresh approach.

How will digital marketing help your firm?

Reach your target audience

While formulating your digital marketing strategy, it’s vital that you provide the right information to the right people. An experienced team of copywriters and marketing professionals will be able to efficiently customize your message and strategically deliver it to your clientele through a host of diverse channels. If your present marketing efforts are not accomplishing this, needless to state, you’re leaving money on the table. What’s the result? More referrals more lead to more repeat business and higher profits!

Reduce your seminar costs and efforts

Long gone are the days of spending a lot of money and resources each month to try and fill the seats at your seminars via direct mail. If you are still doing it, you owe it to yourself to become fully informed about the different cost-effective and time-saving ways in which digital marketing will up your game. Leverage the power of the internet to reach more and more people every day for less money. You advise people every day on how to protect their assets. It’s finally time you implement a vehicle that is more efficient than direct mail. Social media platforms will engage with your audience, resulting in a higher level of credibility seamlessly.

Map your progress through feedback

The most significant benefit of digital marketing is not just that marketing your financial services digitally but you can get proper feedback and insights from your digital marketing campaigns which traditional marketing doesn’t allow. You can interact with your audience, know their preferences and grievances and address them efficiently. Additionally, if your clients have a positive experience with your service they are more likely to recommend you to their friends.

Google reins

It is important to boost your Google rankings and this cannot be stressed enough. Why? 3.5 billion Google searches are made every day. Additionally, Google happens to own 92.42% of the search engine market share worldwide. With statistics like these, you have to determine immediately how to rank high in Google to be discovered by prospects and increase SEO rankings by driving traffic to your site. An effective digital marketing strategy will prove to Google that you have click-worthy and relevant content that searchers would want to see.

Also, ensure you check out your analytics frequently to determine how your blog, website and social media channels are performing. There are a host of tools that you can use in Google analytics. The key, however, is to know which ones to explore so that you get the results you are aiming for.

Digital marketing is perhaps the most effective way to reach potential clients. Your digital marketing approach will make or break your business’s success hence it’s imperative that you are well invested in terms of resources, time or efforts in a well thought out, comprehensive, profit-driven digital marketing strategy. It, however, is a work in progress and not an overnight phenomenon. It will probably take months to begin seeing the consequences of your marketing efforts. If something needs fine-tuning, now is the time to get that together.

Marketing Tips for Accountants

The only difference between high growth and average growth accounting firms lies in their marketing solutions. The former invest more strategically in groundbreaking marketing solutions and, as a result, are able to achieve extraordinary growth rate. They leverage M&A, strike the right balance between traditional and digital channels, focus on differentiation as their top marketing priority and build visibility around their subject matter experts. In short, your marketing decisions are likely to dramatically affect the profitability and overall growth of your firm.

Your business can easily emulate high performing CPA firms. Don’t you want to know what high growth firms do differently? We have a few tips to help simplify marketing for accounting firms.

Identify your target clients

Not all clients are created equal. You can categorize your existing customers and contemplate on all the factors that determine what your best customers look like. It is imperative to recognize who they are before you set out to chase after them. Monetary factors may not always place a prospect on the list. Sometimes trade-offs may be involved. It’s okay to want to do business with less profitable customers because you are not just building partnerships, but relationships. On the contrary, you also may be capable of charging a premium.

Take the demographics of your target audience into consideration while marketing and make your marketing efforts visible.

Network with Qualified and Trusted Professionals

Your competitors may have an edge when it comes to services you do not offer like recruiting needs, technology, legal representations or investment advice. Every firm has its own primary area of expertise but you must assist them with referrals’. Redefining business alliances may be a good thing – you may receive mutual referrals from them. You are at liberty to partner with general bookkeeping practices or less specialized payroll.

Invest in the right cloud-based applications

Effective and intelligible use of cloud-based applications while marketing for your accounting firm may help you reach a broader target audience effortlessly and stay ahead of the curve. They will additionally manage your campaigns, analyze your progress, automate key tasks and simplify procedures to enhance the manner in which your firm operates. These applications will make your customers lives way better, sure. But marketing your use may also be seen as a competitive advantage.

Never stop using creative content

Good content takes you far, there is no way around it. Explore innovative marketing ideas that start an accounting blog, create educational videos, appealing infographics, webinars etc. When it comes to content, the possibilities are endless, so pick whichever conveys your message the best. Tailor your website or blog so that they are local search friendly and make your write-ups local specific by addressing glaring issues related to accounting and finance in your community. Dedicating a part of your marketing efforts to offer to your community can positively impact your brand. You may also want to analyze how visitors get to your site, tweak it accordingly for optimal performance and repeat until you are satisfied with the outcome.

Sometimes it can be very difficult for accounting firms to rise above the noise of others vying for client attention, making it more relevant and important than ever for firms to effectively focus on intelligible marketing strategies that will create more personalized experiences for their audience. Marketing for accountants ultimately boils down to one very simple rule- be consistent. The impact of these tips and other strategies may not always be measured easily or recognized immediately but they are bound to make a significant difference over time.

Financial Advisor Marketing

As more and more advisors are delivering comprehensive financial planning and wealth management services the key to growth as a financial advisor is not to be better but also different and your marketing solution provider should understand that. Financial advisors need to develop an effective brand for their firm by identifying the significant qualitative factors that make an advisor’s practice unique and targeting the not already overtly saturated client segment. These are branding strategy elements that help any financial advisor create a compelling, relevant message that will elicit client management from the type of clientele you have chosen to serve.

Why do you need an effective financial advisor marketing strategy?

In the initial years of this profession, advisors were able to perfectly differentiate the brand of their advisory firms by relying principally on language like “fiduciary”, “knowledgeable”, “trustworthy” to distinguish themselves from the insurance company salespeople and broker-dealers who are often poorly trained. But thanks to the rapidly growing number of CFP professionals who provide fiduciary best-interests advice based on their years of experience in providing customized financial planning advice, such terms have been rendered ineffective. At most, they only describe table stakers – a bare minimum criterion that any financial advisor is expected to possess.

With more and more advisors continuing to move into fiduciary advice while pivoting away from products/services, it must be challenging for talented advisors to deal with this crisis of differentiation and market themselves in a way that stands apart from the rest.

Financial advisor marketing best practices

SEO

People with a direct need for financial advice search by tens of thousands with nearly 20,000 searches for terms related to “best financial advisors near me” per month. It’s crucial to optimize your website and achieve positive SEO results by leveraging the intent of the potential customers to find you as their financial advisor and channeling them to seek your services. Simple SEO tools and techniques can be beneficial for financial advisors to develop their very own leads through organic internet searches.

Branding message

Leverage the best marketing solutions to develop a brand message if you wish to hone your existing client segment. It’s important to invest the effort, time and resources required to develop a genuine, relevant and compelling branding message. This will help financial advisors find their marketing efforts to be way more effective because it will serve to highlight their specific value proposition to a specific clientele and ultimately enable you to spearhead the competition and grow a successful practice in a highly competitive marketplace.

Networking

Networking translates to building relationships that establish you as a credible expert in the community. Implement strategies that will help you reach potential clients and connect with the members of your niche. You can help small businesses connect with other businesses, hosting various events like an expo featuring local businesses that provide products and services to a common target and creating an “insider’s” directory of businesses that your clients trust. Effective networking means providing others value.

The financial planning industry has witnessed significant growth. To gain a formidable share in this rampantly growing market, financial advisors must establish themselves as trusted partners in managing their client’s assets and effectively market themselves to potential clients. Needless to state, with the ever-increasing awareness on the significance of fiscal security, it’s imperative that financial advisors are more aggressive in creating opportunities for their firm. With stellar marketing solutions, you will see the difference in no time.

 

 

Recruitment Marketing

The lines between recruiting and marketing are becoming increasingly blurred as talent management is rapidly going digital. The easy access to information and the shift in workforce demographics, backed by the rise of social media have transformed how candidates view and approach employment prospects. Candidates now easily can gain insights into an organization’s culture, benefits offered etc. it’s time for talent acquisition leaders to start thinking differently.

Recruitment marketing is the new HR discipline that will give employers a competitive edge in engaging quality candidates. You need to invest in recruitment marketing tools and recruitment marketing automation solutions that will help you do more with less time.

What is Recruitment Marketing?

It is the process of building and communication organization’s employee value proposition and employer brand to attract and hire top talent.  Strategic and tactical implementation of effective recruitment marketing strategies helps you to attract and nurture talented individuals to your organization by marketing to them, by encouraging you to build positive relationships with candidates who fall within specific talent pools. If executed properly, recruitment marketing will generate increased interest, better quality hires and improved candidate experience.

The principles of modern marketing like analytics, omnichannel communication, technology-enabled automation and hyper-targeted messaging to engage and nurture passive talent are involved in efficient recruitment management procedures. They take a holistic view of operationalizing the candidate journey the same way marketers approach their buyers’ journey, given the parallels between candidate and consumer behaviour.

 

What are the components of recruitment marketing?

  • Employer branding- the process of communicating an organization’s culture and value proposition to potential candidates.
  • Inbound recruiting- creating engaging content, profiling current employees, maintaining a company blog etc to attract candidates towards open job opportunities.
  • Target candidate talent acquisition- the process of identifying and categorising potential candidates based on the available positions. Advertising and other marketing strategies can be tailored towards these specific categories of applicants.
  • Social media recruiting- social media platforms have made it convenient and easier to recruit top talent with just a click.
  • Candidate engagement and experience- qualified candidates must be kept satisfied, interested and in touch. This is usually achieved through career opportunity newsletter, email campaigns, timely open feedback and regularly updated career site openings.
  • Recruitment analytics-tracking and analyzing data like specific channel conversion rates, number and source of applicants, hire rates per source, employee referral program performance, qualified applicant return etc. You will be able to understand what strategies are helpful and which ones require improvement.

The significance of recruiting top talent cannot be stressed enough. You need to recruit efficient staff who will constantly challenge you on a daily basis in a constructive way enabling you to delegate a lot more efficiently while delivering stellar services and meeting deadlines. Your main objective is to drive skilled, talented individuals to apply to the open positions.

The hiring funnel is made of six stages- awareness, interest, active search application, evaluation and hire. Recruitment marketing which focuses mainly on the top half of the funnel in order to drive candidates further down the talent pipeline is gradually emerging as a core competency that’s become required of every recruiter. Ultimately, the success of your strategy heavily relies on the effective use of recruitment tools and data analytics. However, the adoption of advanced technology, especially a disruptive one demands a well thought out change management strategy and implementation plan. Don’t forget to calculate pre and post-conversion rates, cost and time to hire while comparing them against industry averages.

ChatBots are so hot right now, but most are poorly created – I talk with Chat-bot expert Sean Melis of BotHello

There’s no denying it, chatbots are a thing. If you conduct any kind of business online, you’ve looked at or thought about introducing a chatbox. And if you spend yourself any time online, you’ve no doubt encountered one.

But the problem with chatbots are, for the most part, they’re implemented poorly. You know, the experience, you ask a couple of questions, you fall slightly outside of that decision tree that somebody built and the chatbot doesn’t know the question and you’ve got to send an email and the entire experience makes you feel a little bit flat.

It’s a bit like if we go back to the early 90s and noughties with those phone bots and trying to get through to the bank and get to the right department and you find yourself screaming down the phone because they couldn’t understand you or your strange Australian accent.

But right now we’re living in a world where we all have a smartphone with some kind of voice bot in our pocket. We have a Google Home or an Alexa device in our kitchen, in our bedroom.

So we know this is where we want to go. We just want to make it a good experience. And that’s what we’re talking about in today’s episode. How to build great chatbots, what makes the difference and how to use them in your business, not just for customer service, but also for business and marketing.

This week, we are joined by Sean Melis, the Co-Founder of bot • hello.

We’re a team of dreamers, creatives, and nerds who are still shocked that we build chatbots for a living.

We actively discuss and embrace the exponential change society is going through as a result of technological innovation; and want to do everything we can to ensure our clients are taking full advantage of it—particularly in conversational AI. It’s an incredibly exciting space to work in, and we’re genuinely passionate about discovering new ways in which our clients can leverage and maximise the opportunity of engaging with these technologies early.

We also get a real kick out of watching our friends, family, and clients smile whilst using our chatbots. So we’ve made it our mission to help brands bring joy and personalisation to their customer interactions.

Your strategic partner, from design to deployment—and beyond. We equip businesses with the tools they need to survive in a world of exponential change. We are an innovation strategy company that has the ability to deliver solutions in-house and at scale. We don’t just tell you the solution to your problem, we build it and implement it for you.

Follow their journey on Facebook, Linkedin, & Instagram.