Often marketing can fall to the bottom of a to-do list for financial advisors. We know there are marketing activities we should be doing, but why don’t we prioritize publishing content to our advisor websites? For Wealth Management firms marketing should be prioritized given its role in the retention and attraction of clients. The Field Marketing channel is critical to growing a strong book of business.

There are many Marketing solutions available that are designed to solve any marketing activity with advisor websites being the hub of engagement. Regardless of the activity, Financial Advisors and Wealth Management Firms  should look to solve these 5 key marketing objectives; Establishing a Digital Presence, Increasing Reach, Building Trust, Lead Generation, and Nurturing.

Below are 5 Marketing activities that make it easier to meet those Financial Advisor marketing objectives.

Purpose-built advisor website platforms streamline the creation of content; however, compliance review processes is an often overlooked  content marketing killer due to inefficiencies and clumsy workflow processes. A built-in compliance engine will remove unnecessary hurdles that demotivate advisors from creating advisor website content and makes Content Marketing more efficient while remaining regulatory and brand compliant.

WEBSITE PLATFORM BUILT FOR FINANCIAL ADVISORS

In today’s digital age, having an online digital presence that starts with an attractive and relevant advisor website is mandatory for wealth management organizations and their Financial Advisors. There are many website-building platforms available, unfortunately, most tools are built to meet the needs of the most general group of users. However, Financial Advisors should be utilizing a solution purpose-built for advisor website design and management. 

Financial Advisors need a website platform that is easy to use, as their first priority will always be their clients. There are a few features that will ensure advisors can prioritize their clients AND create an attractive  Digital Presence consistent with their target market. The key is to find a platform streamlines website management including simplified content publication while retaining enterprise/dealer branded themes at scale.

CREATING AUTHENTIC CONNECTIONS WITH CONTENT

It should not come as a shock that client competition in Wealth Management is fierce with prospective clients conducting more research reflecting an increased appetite for information. This creates an opportunity for advisors that are able to consistently share valuable content via their advisor website. 

Advisors should incorporate blogs on their websites as a means to share relevant information with their target market. According to Hubspot “Blogging helps boost SEO quality by positioning your website as a relevant answer to your customers’ questions.” Advisors who are able to do this consistently will build trust among their prospects and clients. Additionally, consistent blogging brings added SEO benefits by increasing the Financial Advisor’s visibility and search ranking via their advisor website.

Purpose-built advisor website platforms streamline the creation of content; however, compliance review processes is an often overlooked  content marketing killer due to inefficiencies and clumsy workflow processes. A built-in compliance engine will remove unnecessary hurdles that demotivate advisors from creating advisor website content and makes Content Marketing more efficient while remaining regulatory and brand compliant.

DRIVING TRAFFIC THROUGH SOCIAL MEDIA

Where to you get your news on a given day? If you are like your clients/prospects, it is likely Social Media as the starting point. With the average person spending near 2 and a half hours a day on social media, this provides a tremendous engagement opportunity for financial organizations to create additional advisor website traffic and client engagement.  

Social Media Marketing helps financial advisors increase traffic and boost leads by getting their brand and content in front of prospects on a chosen channel. Additionally, this helps you connect with customers to share information and build trust provided some of the short form content is linked to additional content on their advsior website. 

Similar to blogging, Compliance review is the biggest challenge in Social Media marketing. Since the lifespan of a social post is shorter than a blog, consistency is key. Therefore having a built-in compliance process, allows for advisors to begin posting consistently. This is especially important if the information being shared is time sensitive or related to current events. It’s critical that Financial Organizations and Financial Advisors don’t let marketing fall by the wayside.

CONTINUE TO OPTIMIZE EMAIL MARKETING

Email Marketing has been a very important tool for Financial Advisors since it provides for direct connection with clients and prospects.  Wealth Management firms should optimize their Email Marketing activities to take advantage of additional engagement and distribution opportunies with their content and to enhance financia advisor productivity.  

Financial Advisors should create both individual emails creating the ability to access their own content and a library of pre-approved content makes building email campaigns and newsletters very simple and when integrated with advisor websites and social content allows for efficient production and distribution. . 

The next step to effective Email Marketing for Financial Advisors is contact segmentation using list management capabilities will allow the sending of personalized content to a targeted audience. Whether it is for high-net-worth clients, those near retirement, or new families, providing the right content builds trust and nurtures relationships.  

COMPLIANCE REVIEW: NECESSARY BUT OVERLOOKED 

Compliance is a necessary part of Advisor Marketing and critical to advisor website management and productivity. Financial organizations who improve this process gain efficiency and general increases in marketing content and advisor website traffic. 

Firms not leveraging a Compliance platform often will use email as the method for submission and review processes. This creates lengthy review periods and increased risk and impedes digital engagement growth due to the friction associated with content publishing. 

When a Compliance engine is built into the Field Marketing solution, it will be easily embedded into the marketing process and access the created web pages, blog content, social posts, and email campaigns. 

Compliance tools are not only valuable for the enhancement of advisor marketing, but also should improve the efficiency of the compliance officers and include functionalities like Site Archiving, Multi-Stage Workflows, Delegation, and more. 

CONCLUSION

To be able to marketing an advisor practice successfully by creating snd distributing engaging and relevant content to clients it’s critical that Financial Organizations and Financial Advisors invest in marketing platforms that increase their efficiency and effectiveness. 

Veriday is the creator of a leading Financial Advisor Marketing platform, Digital Agent, which our clients tell us more effectively solves 5 core objectives; Establishing a Digital Presence, Increasing Reach, Building Trust, Lead Generation, and Nurturing. 

To achieve these objectives, there are 5 activities as part of the Advisor Marketing program; Websites, Content, Social Media, Email, and Compliance. We encourage organizations to examine the tools and processes they are using to ensure they are creating positive value for advisors, their clients and the firms they represent. 

Please contact us today to discuss your financial advisor website and related digital marketing needs or explore Digital Agent at your own pace.