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Table of Contents

How to get clients as a financial advisor?

 

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It’s the most frequently asked question we get at Curio Haus.

Financial Advisors offer their clients a very important service that helps them achieve their personal goals through professional advice and guidance regarding their most important assets.

Most Financial Advisors are great at providing this service and it results in very pleased customers. However, they struggle with using marketing effectively to generate leads to fill their pipeline.

Without this, your business may find yourself without a healthy stream of new clients.

So:

  • How do Financial Advisors continue to find these clients?
  • How do you streamline your lead generation to ensure that your business is always fully booked with customers?
  • How do you take advantage of marketing to attract the right people, find out more about them, convert them into customers and turn them into loyal advocates?

We have all of the answers to your questions and more in this complete guide, below.

Chapters: Streamlining Your Lead Generation

  1. The client acquisition game has changed
  2. Who are your clients?
  3. How are you reaching and engaging potential clients?
  4. How does smart and effective marketing work?
  5. What is digital marketing?
  6. Consolidating and streamlining your marketing
  7. What's the power of data in strategy?
  8. Data-driven marketing for Financial Advisors
  9. Digital Life Analytics: Data for Financial Advisors
  10. How you can use data to grow your Financial Advisory firm

 

1 - The client acquisition game has changed

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For many Financial Advisors, marketing to attract new clients has dramatically changed.

Those with over 10 years of experience have witnessed client acquisition go digital almost overnight.

Generating the right financial advisory clients is now far more complex, dynamic, regulated, and frustrating to the Advisor who prefers to spend time servicing customers and not testing the results of their latest social media campaign.

Add to the frustration all the apps, tactics, and software that are required to attract, nurture, onboard and service clients, and you will quickly discover why many Financial Advisors prefer to outsource their marketing efforts to an agency like Curio Haus that understands their business and the industry.

Since digital is here to stay, the best thing an Advisor can do to grow their firm, remain compliant and land well-suited clients is to take a step back and develop a complete results-driven marketing strategy that is focused on increasing lead generation.

What information you will find on this page

The purpose of this guide is to provide insights, clarity, and tools to help you develop the best strategy for client acquisition, retention, and referrals.

When implemented correctly and consistently, your prospect pipeline and visibility will experience sustainable growth.

The importance of prospecting

How do you connect with new customers and fill your pipeline?

Prospecting is the ongoing and methodical way of acquiring and qualifying sales leads which turns them into prospects – or potential financial advisory clients.

In other words, prospecting is the activity of generating leads through effective marketing.

The reason why prospecting is so consistently important for Financial Advisors is because customer attrition is always working against you. Clients leave, their circumstances change, new competitors join the industry, and so on.

That means your client base will quickly diminish if you’re not constantly replacing them using the power of marketing to expand your reach and find more interested parties who need your financial services.

Prospecting to generate leads is your never-ending responsibility unless you want your revenue growth to slow down (or even stop).

Follow the below guide to help you streamline your lead generating efforts to ensure your Financial Advisory firm continues to be successful.

2 - Who are your clients?

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The simplest and often most overlooked step in improving your lead generation process is to correctly identify your clients.

If you don’t get this foundational first step done right, your marketing will be spread too thin and your prospecting will be ineffective, because you’re either casting your net too wide or in the wrong direction.

Your clients are the most important factor in your business, as without them, you cannot continue to do what you do best. So, it’s worth taking the time to recognize who they are, and more importantly, what drives their needs.

Once you have this information, you can communicate the solutions you provide more effectively and have them see your value.

Taking the time to define your ideal customer has three main benefits:

  • It allows you to identify who they are and their underlying requirements
  • You can then match corresponding services that they see value in
  • You don’t waste precious time and resources trying to attract those who wouldn’t use your services.

Targeting your perfect client will ensure a profitable outcome, because both your expertise and your business model are set up to best serve their specific needs.

Once you realize this, you can direct your lead generating marketing efforts towards them and streamline the cycle to grow your business effectively.

Don’t forget your business’ mission

Remember that, as a Financial Advisor, your specialty is helping individuals, couples and families unlock their true financial potential. Your service will change their lives, and that’s what you do best.

To connect with the right customers and successfully do this, you must take the time to know who they are.

How to identify your clients

At Curio Haus, we can help you zero in on your perfect client’s profile using a variety of tools and research, all backed up by accurate data.

Contact us today to find out more about how we can help you.

3 - How are you reaching and engaging potential clients?

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Once you have a complete understanding of who your ideal clients are, the next step is to look at all of the ways you use to reach them, and evaluate how effective each of these actually are.

Start by asking yourself:

  • Which channels do I use? Do my customers use them too?
  • Does my message tell them how I solve their needs?
  • Do customers show interest in my business?
  • Have I been getting the lead numbers I should be?
  • Do I blend traditional marketing with modern digital techniques?
  • Have I got a prospecting plan, both in the short and long-term?
  • Do I understand that I have to communicate with them several times to get noticed?
  • Is my marketing compliant with all financial laws and regulations?

This should shed some light into how effective your business is at using marketing to generate leads.

Marketing for Financial Advisory services is not easy.

Are you finding marketing and generating client leads difficult or trying?

You’re not alone. Many of your colleagues are in a similar situation.

We understand that lead generation can appear complex and you’ve probably faced many challenges acquiring new clients successfully. You just want a way that works.

As we mentioned at the start – the game has changed. Generating leads and finding clients is much harder than it has ever been before, and you’re probably noticing the effects of this month-on-month, year-on-year.

People are savvier and more informed today than ever before. They’re also highly distracted and time poor, which means that you must reach them in a few ways and continue to nurture your relationship to get them to contact you.

The days when one touch point was enough to secure a client are over.

People are researching all about your industry and looking at multiple Financial Advisors, trying to make the best decision – which means your marketing reach and engagement must be well-coordinated and effective.

To reach and engage potential clients more effectively, you need a marketing strategy

Yes, that incorporates both digital and traditional marketing.

A strategy is not just random Facebook ads, generic blogs, pay-per-click, tweets, and going viral. Those are all single tactics - and without a plan to guide a united campaign, it will only produce mixed and unmeasurable results. 

Plus, digital-only leaves money on the table if human-to-human touch-points are not being integrated into the mix. 

This means going beyond the "free consultation" that everybody does, and devising a more comprehensive approach, with strategic timing and evaluation points.

At Curio Haus, we specialize in helping Financial Advisors find better and more consolidated ways to reach and engage potential customers through effective, data-driven marketing.

Contact us today to find out more.

4 - How does smart and effective marketing work?

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Smart and effective marketing generates leads which turn into paying clients – it’s as simple as that.

It works because it’s targeted at the ideal client with the right message and provides them with a reason to contact you and engage your services.

But knowing the perfect mix of marketing executions is where the challenges lies.

It’s more than just pictures or ads in the paper. Today, marketing needs to have a flow structure that guides leads through a funnel from being a stranger to one of your clients. It also has to be directed by solid data (more details on that later).

The four stages of Financial Advisor Marketing

Marketing for Financial Advisors works by connecting with leads and taking them on a buyer’s journey through four stages:

  • Drivers: researching and sending out a range of signals (marketing messages) to the ideal potential customers.
  • Attraction: drawing their attention through appealing content and an effective value proposition.
  • Conversion: providing the benefits and incentives to shift from just being interested, to becoming an active client.
  • Delight: offering after-sales support, nurturing and long-term service which keeps people happy and loyal.

Does your approach to marketing cover all of these bases?

Now that you’ve identified your customer and their needs, and have evaluated the success rate of your current marketing efforts, it’s time to map out the kinds of marketing executions you are going to implement at each stage of the customer journey process to ensure that your financial advisory firm is generating leads effectively.

What marketing strategy do I need in each stage?

At Curio Haus, we help Financial Advisors execute marketing techniques across all four of these points in the customer journey to help streamline the lead generation process.

This will provide you with a great example of how you can structure your marketing and drive leads effectively, based on what we do.

  • Drive
    Digital Life Analytics - Taking research to a whole new level with comprehensive digital insights about your ideal client. This data helps you target the right people with the perfect marketing message that addresses their concerns (more on this in chapter 9).

  • Attract
    Comprehensive marketing services - We specialize in financial advisor marketing solutions to implement a mix of digital advertising, content creation, Search Engine Optimization (SEO) and conceptual explainer videos which work together to attract leads.

  • Convert
    Active 401K and our exclusive Engage Lead Generation - Use these tools to offer an excellent and very relevant service which introduces you to more potential clients and creates ongoing value.
  • Delight
    We can help you develop a client nurturing process to create a lasting connection with your clients and make referrals easier to obtain.

View our services page here for more information or contact us today to find out more.

5 - What is digital marketing?

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The digital world is 24/7.

So much so that we take it all for granted and chances are, we couldn’t live without it now. Think of how you use technology every single day.

You probably check your phone hundreds of times, you may use Facebook and other social media platforms while on the move, and there’s a good probability that you’re accessing the internet via a computer, tablet and smart device around the clock to find engaging information and entertaining content.

The reality today is, just like you, your customer is doing the exact same thing.

This presents businesses like yours with an ideal channel to reach your audience in places where they spend a lot of their time each day.

This is digital marketing: reaching, attracting and convincing your customers in their digital world.

How is marketing transitioning to digital?

Traditional forms of marketing, such as advertising on television, radio or in print are becoming less effective, because people are starting to prefer spending most of their time and attention online.

Instead of free-to-air TV programs, people are streaming movies and films on platforms like YouTube. Hence the rise of digital video ads in this space.

People use search engines like Google and Bing to find the content they want. Hence the rise of Pay-Per-Click (PPC) advertising in relevant search results.

Instead of looking to newspapers, people spend hours searching through their social media feeds, hence the rise of boosted post advertising.

People frequently visit major websites such as Amazon, LinkedIn and Forbes, which is why there are countless banner ads.

And so on.

All businesses today need to take this into account when planning out an effective marketing strategy if they truly want to reach potential customers and streamline their lead generation.

There’s no point in spending time, effort and expense in media channels that aren’t getting the attention you need to attract clients. An effective financial advisory marketing plan encompasses digital and traditional marketing to get the most comprehensive results.

What are the types of digital marketing?

Below are the main types of digital marketing that Financial Advisors can utilize to streamline their lead generation efforts and keep client enquiries coming in.

  1. Search engine optimization (SEO)
  2. Search engine marketing (SEM)
  3. Social media marketing (SMM)
  4. Content marketing
  5. Email marketing
  6. Online advertising
  7. Landing page marketing
  8. Smartphone marketing
  9. Affiliate marketing
  10. Viral marketing

At Curio Haus, we specialize in Financial Advisor marketing to generate leads and increase your Assets Under Management portfolio (AUM). We can help you with all of your digital marketing needs.

Contact us today if you want to discuss this further.

6 - Consolidating and streamlining your marketing

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Now that you have a solid understanding of digital marketing and the role it plays in your overall marketing strategy, the next step is to bring all of the elements together, implement them effectively and refine your approach.

When you consolidate and streamline your financial advisory marketing, this is when you’ll improve your lead generation process to the point where it works efficiently with your business operations.

What’s the goal of your marketing?

As a Financial Advisor business, you want your marketing efforts to work seamlessly alongside your business so that they’re generating leads in a cost-effective and efficient way.

They also must meet the high standards of compliance expected of the financial industry.

To find the right balance, you have to try different combinations of marketing executions to discover which work best together, and then consolidate the right mix for the best results.

The most common types of Financial Advisor Marketing

In our experience in the financial industry, here are the most common forms of marketing that can be effective in attracting the right financial advisory clients.

  1. Sending out marketing collateral
  2. Use PR to get featured in trade publications and magazines
  3. Speak at conferences
  4. Have a trade booth at relevant events
  5. Build a potential customer list of people who you’re going to approach
  6. Start making phone calls
  7. Make your website professional and a lead generating magnet
  8. Implement content marketing campaigns to drive traffic
  9. Undertake SEO projects to raise your website in search engine rankings
  10. Reach out to local businesses in your area and offer to present about generic financial advice to raise awareness of how you can help
  11. Sponsor relevant events
  12. Donate to charities or sponsor local initiatives
  13. Set up a Customer Relationship Management (CRM) system
  14. Claim all of your social media profiles for your business name
  15. Post on LinkedIn and Facebook every day
  16. Run digital marketing ad campaigns
  17. Reach out to form strategic alliances with complementary businesses
  18. Target a niche
  19. Run a referral program for loyal customers
  20. Package services and offer promotional deals
  21. Write a book and promote it on Amazon
  22. Conduct a local seminar or webinar

This is quite a comprehensive menu of options, and you shouldn’t be trying to do them all at once, as they will have different levels of effectiveness for your business and not necessarily produce the optimal Return On Investment (ROI) you need.

This is why it’s important to find the ideal mix for your organization so that you can consolidate your marketing and streamline your lead generation to work best for you.

Do you have the time or the expertise to implement these?

As a Financial Advisor, you may look at some of the above options and be wondering if you have the skillset to build, launch and run some of these. Or perhaps you’re considering where you’ll find the time to give each the attention it needs.

However, it’s most likely that you’re probably thinking that you’d rather be focusing on the business of advising clients on their financial situations, and not marketing.

Unfortunately, without a consolidated marketing strategy, you may find that your lead pipeline dries up very quickly, which can bring your Financial Advisory firm to a grinding halt.

So, what’s the solution?

Just like any other service that a business needs but can’t undertake themselves, your marketing can be outsourced.

The entire lead generation process can be simplified if you partner with a Financial Advisor Marketing Agency, like Curio Haus, that understands your business and is focused on executing effective campaigns in your regional market.

Together, we can work on developing the ideal marketing plan that fits your business, caters to your ideal clients and, most importantly, works alongside your business to produce results, all while you continue to focus on what you do best – service your client base.

Contact Curio Haus today to discuss your options.

7 - What's the power of data in strategy?

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As a Financial Advisor, using data is an everyday occurrence.

You use data to develop the right financial strategies which assist your clients maximize the outcomes of their portfolios. Without the right information to begin with, you would be flying blind and could potentially jeopardize your clients’ assets.

Yes, there is always a level of professional expertise and instinct when it comes to Financial Advisory services, however data allows you to create well-informed decisions about how best to structure your service and offer the best advice.

Marketing works in exactly the same way.

Financial Advisor Marketing requires data

Just like your Financial Advisory service, effective marketing starts with data to base decisions and strategies on.

For example, once you know who your ideal client is that you’re targeting, researching and collecting the right data on them will help you understand their emotional-drivers much more accurately than simply assuming.

There has been a massive influx of new marketing channels, tools, and platforms today designed to help collect and analyze data on target customers. This has allowed marketing to become more data-driven to stay up-to-date with the latest trends and tailor messaged to more precisely suit a specific target audience.

Real-time data removes the guess-work and provides a better picture of your clients. Once you have this information, you can align your marketing activities to the ones which work best.

A real data-driven marketing example

To demonstrate the advantages of using data to empower your marketing, here is an example of how another service-providing business uses it effectively.

GreenPal, a lawn care services provider, was looking to run marketing campaigns in their local metro Nashville area. Using data, they found that homeowners in East Nashville were more price-sensitive than other suburbs in the region, as it was a relatively new and lower-middle class community.

In response, they targeted zip codes for those neighborhoods and ran specific ads that featured the message that GreenPal offered the “cheapest lawn care solution in Nashville”, as opposed to their main generic message. As a result, they saw a more than 200% increase in click-through rate and a 30% increase in lead generation results.

Without data, they would never have known to cater their marketing in this way.

What valuable insights and opportunities are you missing without the help of data?

So, the first question you’re probably asking is, where do I find the right data to drive my marketing?

We have the answer for you below.

8 - Data-driven marketing for Financial Advisors

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Consider your own Financial Advisory business.

Ask yourself: What is your marketing strategy based on? Actual data? Assumptions? Gut-feelings? Facebook? Twitter? Temporary Trends? 

It’s quite common for businesses to give marketing a try without using customer data and then hope for the best while getting mixed results, losing time and wasting money.

What results do you receive from your marketing? Do you get a healthy stream of leads?

It could be because you’re not responding to trends in your audience’s behavior and needs.

The problem is that, without data, you’re not sure if you’re even doing the right marketing which reaches your ideal customer. You can’t be sure that it will resonate with them and encourage them to give you a call.

Data-driven marketing changes everything for the better

Smart Financial Advisors use real data about their ideal clients to streamline their lead generation process and drive business growth.

This takes the guesswork and frustration out of your lead generation process to make it far more informed and accurate.

What is Data-driven marketing?

As big data collection and analysis continues to grow rapidly, businesses have more data available to use than ever before.

Data-driven marketing strategies which allow you to profile and more effective target ads targeting are more important than ever. Data can be used to track and optimize your campaigns, evaluate the health of your brand overall, and help you create marketing content which connects with your audience and generates leads for you.

Why should you use data-driven marketing?

Do you find the idea of data-driven marketing confusing? Are you looking for examples to understand how to use data to improve your marketing’s ROI?

Data offers a tremendous opportunity to solve even the most intricate challenges when it comes to prospecting.

It helps businesses like yours gain a much deeper understanding of your target clients, identify their needs, spot new trends and anticipate their next moves.

How do you access the Financial Advisor customer data you need?

We understand that most Financial Advisors struggle both with finding accurate sources of data, and then using this data effectively to bolster your marketing campaigns.

At Curio Haus, can help you access real customer data that is relevant to Financial Advisors through our exclusive product, Digital Life Analytics, and how to use the data correctly.

Contact us today to discuss to find out more.

9 - Digital Life Analytics: Data for Financial Advisors

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Digital Life Analytics is our exclusive data-reporting service.

The platform takes research to a whole new level with comprehensive digital insights about your ideal client. This data helps you target the right people with the perfect marketing message that addresses their concerns.

Digital Life Analytics allows you to understand the full digital life of potential leads by:

  • Demographics (age, location, income, etc.)
  • Behavior
  • Lifestyle
  • Aspirations
  • Preferences
  • Media usage

You can then pair this data with a comprehensive emotion-driven digital marketing campaign to effectively drive, attract and convert prospects into clients on an ongoing basis.

These insights allows you to continually maximize and increase the effectiveness of all of your marketing assets, such as your website, social media, emails, newsletters, brochures, seminar materials, radio-show topics, presentations, videos, and books.

What is Digital Life Analytics?

At Curio Haus, we are the first in the Financial Services industry to offer Financial Advisors like you big-data analytics on the full digital life of the Top 25% of U.S. income earners, all customized to your local region.

This gives you access to a wealth of valuable and relevant information that will open up opportunities for your business to capitalize on and grow in an accurate manner, rather than guessing and hoping for the best.

How important is empowering your lead generation with insights on the digital life of your ideal client?

Let us help you bolster your lead generation process and empower your marketing to grow your business by activating your customized report today.

This comprehensive ideal client profile report will provide you with real-time information and insights so you can stay informed about your audience’s behavior in your local region.

This cutting-edge solution is designed to streamline your lead generation process in a significantly more effective way.

10 - How you can use data to grow your Financial Advisor Business

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"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter Drucker.

Your business’ growth depends on the ability to truly understand your ideal client by knowing the nuanced details of their world. With this insight, you can streamline your lead generation process and fill your client pipeline, while you continue to do what you do best.

Ask yourself -  How can I ...

  • Show prospects I understand their emotional drivers?
  • Show up on the media outlets they frequent and trust?
  • Craft the messaging of my firm to communicate we offer a real solution to their financial complexities?

The answer: Through data and data-driven Financial Advisor marketing.

While common data-collection points like Google analytics, SEO, AdWords, LinkedIn views and Facebook likes and Twitter followers, these are quite top-line and superficial.

Savvy Financial Advisors look beyond this to more accurate and insightful data which provides a deeper insight. Digital Life Analytics provides Financial Advisors with data that shows what’s driving, influencing and engaging your ideal clients in their everyday life.

Let’s talk about streamlining your lead generation

At Curio Haus, we are dedicated to helping Financial Advisors like you perfect your marketing to improve your lead generation process.

This way, we can take care of your marketing and ensure you have a stream of potential clients coming in, while you focus on doing what you love: providing financial services to help your clients succeed.

Speak to our team today and we can discuss how we can help grow your financial firm today, using best practice, data-driven marketing that attracts and delights your clients.

 

 

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