Are you a financial advisor, financial planner, wealth manager, RIA, or insurance agent looking to ramp up your digital marketing to get quality leads, appointments, and more clients each month?
If so, this article will break down everything you need to do with your next digital marketing campaign to win your ideal clients in a predictable, automated, profitable, and scalable way.
Let’s jump in.
Just in case you are in a rush, here are the 9 best digital marketing strategies for financial advisors:
- Set realistic digital marketing goals
- Choose your digital marketing channels carefully
- Google search engine optimization
- YouTube search engine optimization
- Facebook Ads
- LinkedIn Outreach
- A high-converting sales funnel
- An email marketing campaign
- Don’t use a bad digital marketing strategy
Regarding digital marketing for financial advisors, watch my free masterclass, where you can learn how to attract your dream clients.
Why is having a digital marketing strategy necessary?
It doesn’t matter what marketing channels you use; without the right strategy, it won’t work well.
So, what is the best digital marketing strategy for financial advisors?
Click here to watch a video I recorded that explains the best strategy for getting high-quality leads and appointments in your business every single month.
Although it can work for any business, most of our clients are financial advisors, so we know it works particularly well for that industry.
It works so well because the digital marketing strategy is based on getting quality leads and appointments. Sure, quantity helps. But quality is better than quantity.
Think about it, would you rather speak to 100 people and convert 5? Or would you rather talk to 10 people and convert 5?
Most advisors are already busy, so they don’t want to waste time speaking to people who will not be a good fit, and this is why quality beats quantity every time.
So, once you’ve got the right strategy, use these best digital marketing channels financial advisors can use to grow their firm with digital marketing.
What are the best digital marketing strategies for financial advisors?
1. Set realistic digital marketing goals
It helps to start with the end in mind.
What is it you want to achieve from your digital content marketing?
Asking these questions can help:
- What kind of clients do you want to win each month?
- How many clients do you want to win each month?
- How many appointments do you need to win that many clients?
Once you know how many appointments you need each month, you can start generating leads from various marketing channels to get these appointments.
2. Choose your digital marketing channels carefully
There are hundreds of ways advisors can generate leads with digital marketing. But you don’t need 10, 50, or 100 digital marketing ideas. You just need one or a few that work very well.
Less is more when running a digital campaign for financial advisors.
Some strategies will require a high input of work or money with very little output (results).
The best digital marketing channels require little input (time, work, or money), give you the most significant output from your digital marketing efforts (results), and hold your target audience.
That said, some platforms are essential for successful digital marketing campaigns for financial advisors.
3. Google search engine optimization
Generating leads on Google through search engine optimization (SEO) is one of the best ways for advisors to win new clients.
Because anyone searching on Google for your services is actively looking for a solution.
This is why financial advisor leads from Google searches will likely convert into clients much quicker.
In fact, I’ve found financial advisor leads from Google are typically 2-5x more likely to convert compared to other marketing channels.
Oh, and best of all, leads from Google searches are FREE!
In other words, ranking first on Google gives you high-quality warm financial advisor leads each month, with people actively looking for your services for free.
It’s difficult to beat that.
Benefits of using Google SEO for financial advisors include:
- Leads that are more likely to convert
- Leads that are likely to convert quicker
- Predictable leads each month
- Free leads each month (no paid ads needed)
To learn more about what financial advisors need to do to rank higher on Google (and why it’s easier than you may think), check out step 4 in this video.
4. YouTube search engine optimization
YouTube is a great video marketing channel for financial advisors that is severely underutilized right now.
This is great news if you’re a financial advisor!
Because YouTube is not very popular with financial advisors, it means there’s less competition, and you’ll find it much easier for your videos to rank first on YouTube search results.
YouTube works very similarly to Google SEO.
But instead of writing articles, you record videos.
Why is YouTube the 2nd best channel for financial advisors instead of #1?
It’s because of the effort involved in recording videos.
For most financial advisors, writing an article will be easier than recording a video.
However, the advantage of recording YouTube videos is that you can rank higher on YouTube much quicker (because there’s less competition) than ranking on Google.
Also, creating videos helps build trust quicker, so any leads you get from YouTube will be hot.
Benefits of using YouTube as a financial advisor:
- Less competition which makes it easier for your videos to rank
- Video is a much better way to build trust with leads than written content
- Leads convert quickly vs. other marketing channels
- Free leads each month (no paid ads needed)
5. Facebook Ads
Facebook ads allow financial advisors to generate exclusive leads on demand!
Here are some examples of financial advisor advertisements:
This is a game-changer for many financial advisors.
The downside to Facebook ads is that it’s not free.
You need to pay for ads.
So every lead you get on Facebook will cost money.
There is also the risk that your Facebook ads don’t convert well.
Marketing Tip for Financial Advisors: If you want to save thousands of dollars on advertising costs and avoid many mistakes that other financial advisors make, it’s a good idea to work with someone that already has experience running Facebook ads for financial advisors.
Rather than start from scratch, you’ll have a head start with creating financial advisor Facebook ads that are much more likely to convert the first time. This is exactly what we do! Watch this video to learn more about how our strategy works.
Highlights of using Facebook ads as a financial advisor:
- An automated way to get leads and appointments
- You pay per lead (so you can choose exactly how many leads you want to get each month)
- Predictable and repeatable results
- Cheaper than buying leads as a financial advisor from a lead gen company
- More expensive than other marketing channels like Google & YouTube SEO
My recommendation for most financial advisors is to generate leads using free or low-cost digital marketing channels FIRST. Then once you’re winning clients each month for free, re-invest some of your profit into Facebook ads if you want even more results.
Some financial advisors are so happy with the results from free or low-cost channels that they decide they don’t need to use Facebook ads to win more clients!
6. LinkedIn Outreach
LinkedIn is probably the slowest digital marketing channel for financial advisors in most niches.
This is because it’s difficult to target an older demographic audience on LinkedIn, and you’re not reaching out to people actively searching for a financial advisor (which is what you can do with Google and YouTube).
However, that’s not to say LinkedIn doesn’t work!
LinkedIn still allows you to generate leads successfully.
And the advantage of using LinkedIn is that most of it can be automated with LinkedIn automation software.
You just need to be aware that LinkedIn leads will take the longest to convert compared to other digital marketing channels for financial advisors.
7. A high-converting sales funnel
Getting any results from digital marketing without a high-converting sales funnel is tough. And there are many sales funnel builders to choose from.
We recommend just using ONE funnel specifically designed to get leads and appointments.
Your marketing funnel should include five main pages:
- Opt-in page (to generate leads)
- Video page (to convert leads into appointments)
- Schedule page
- Application page
- Thank you page
It’s essential to keep track of the statistics at each step of the funnel and improve the conversion rate where necessary.
8. An email marketing campaign
Financial planners have very long sales cycles.
Most leads do not convert until many months (or sometimes even years) after hearing about you.
Financial professionals need to build trust with their target clients to convert prospects. After all, it’s their retirement on the line!
They want to make sure they do things right.
That’s why following up with your leads through email marketing is essential for getting the best digital marketing results.
This is also known as financial advisor drip marketing.
A financial firm regularly follows up with leads over weeks, months, and years and is more likely to convert leads into clients.
9. Don’t use a bad digital marketing strategy
You need to be careful with some marketing channels (or tactics). These are what I call “busywork” digital marketing strategies.
These marketing strategies require 80% of your time and only give you 20% of your results.
One popular financial advisor marketing plan is social media posting.
Posting on different social media platforms does very little to grow your business.
I’ve spoken with wealth management firms and financial planners who have been posting for years and haven’t even got a single client from it.
Instead, I recommend focusing on the channels that take 20% of your time and get you 80% of your results (the good ol’ Pareto principle in action).
What is the best digital marketing solution for financial advisors?
Rather than do everything yourself trying to figure it all out, work with someone that has already done it.
We’ve worked with many financial advisors and helped them generate leads, appointments, and clients 100% online through highly effective digital marketing strategies.
To learn how it all works, watch this video.
In conclusion, digital marketing is essential for financial advisors who want to grow their business, generate leads, and win new clients. However, it’s about more than just using any marketing channel available, but rather having a solid strategy and focusing on the most effective channels for your business.
Financial advisors can reach their target audience, build trust, and convert leads into clients by setting realistic goals, choosing the proper digital marketing channels, and implementing effective strategies.
So, whether you choose to focus on SEO to generate free, high-quality leads from Google searches, leverage the power of YouTube videos to build trust and connect with potential clients, or use Facebook ads to get demand tips, the key is to stay focused, track your results, and adjust your strategy as needed.
Remember, digital marketing is not a one-time thing. It’s an ongoing process that requires dedication, patience, and a willingness to learn and adapt to new trends and techniques. With the right approach, digital marketing can help you take your financial advisory business to the next level and achieve your goals.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.