Financial Advisor Marketing Plan
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A high level strategic marketing plan for financial advisors combining traditional with content marketing.
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Financial Advisor Marketing Plan
- 1. Financial Advisor Marketing Strategy
- 2. Planning & Organizing • Clarify Goals • Identify Resources • Budget for ROI Competitive Strategy •Define Client Niche •Define Value of Rep •Determine Pos Content & Marketing Hub •Create great content •Utilize website/blog for hub •Ensure content rich website/blog •Use Social Media for sharing Marketing Strategy & Framework Reaching Target Audience •Find Your Target Clients •Leverage Influencers •Measure
- 3. Advisor Growth Dilemma Oversupply of Advisors Poor Results form old prospecting ways No clear differentiation amongst advisors Digital Marketing is overshadowing traditional marketing
- 4. Referral Networking/Traditional Marketing •Strategic Partners •Social Networking •Existing Clients •Community •Local Media •SEO (Google) Content Marketing •Articles/Blogs •Webinars •E-Mail Newsletters •White Papers •Case studies •Social Media Value added posts Recommended: Convergence Marketing Strategy
- 5. THE WINNING COMBINATION REFERRAL NETWORKING + CONTENT MARKETING Online Marketing (Social Media, SEO, PPC) Referrals from clients and colleagues Referrals from other service providers (COIs) Email Newsletters Articles and Blogs Webinars Measuring traffic Improving content Determining value Cold Calls In-person Seminars Strategic Partnerships CONVERGENCE MARKETING STRATEGY
- 6. FINDING AND REACHING YOUR AUDIENCE Find your target clients • Identifying where targeted audience is both offline and onine • Broad approach including community involvement, and online networks • Foundtation of where your clients congregate will help indentify which referral networks to build Leverage the influencers • Determine key influencers within reach of your target audience group • Build a unique relationship with key influencers • Understand what matters most to these individuals Take an integrated approach • Ensure your in person events can be translated online • Determine the best channels to reach your audience • Use a combination of various approaches and channels
- 7. Clairfy Goals •Identify your resources •Determine budget for ROI •Clarify how you will measure Identify client niche •Define your value (why you) •Determine your positioning •Know where you audience is Create Great Content •Content Rich website/blog •Use blog/site as marketing hub •Utilize social media platforms and using it as a community •Measure your traffic MARKETING PROCESS
- 8. Financial Services and Digital Marketing Stats • 59% of customers are unaware of their firm’s presence on social media • Financial services firms saw a 31% year-over-year growth on social media • Financial services rank highest in website conversion rates compared to other industries • Majority of financial brands plan to increase 2014/2015 marketing investments in mobile, social media, online video, rich media, search and display