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Building a Financial Advisor Marketing Plan That Works

This article was originally published at ModelFA.com.

financial advisor marketing, Building a Financial Advisor Marketing Plan That Works

Still think that a financial advisor marketing plan is just for the big firms? Think again!

Running a financial advisory firm is hard. In the early years, it’s a hustle to find clients and pay the bills. Five to seven years into the practice, there are workflows to optimize, staff to hire and train, and a full book of business to manage. Life gets busy.

Which is why so few advisors go the extra mile and create a marketing strategy. According to Pershing, only 30% of all advisors have a formal marketing plan.

The remaining 70% must believe that “hustling” is their marketing plan.

That is a big mistake. Those who fail to invest in an advisor marketing plan might save some time on the front end — but they hurt their practices in the long run. There’s the stress of not knowing where your next client will come from. There are periods of “feast or famine”, when the office is either dead — or swamped with urgent work. Finally, without an overarching plan, it’s impossible to be sure that your professional practice will be intentional and ideal for you as the advisor.

Why don’t more advisors have a marketing strategy? Many of them find the task daunting. Some don’t know where to start.

Here’s a simple blueprint that will demystify the process and put you back in the driver’s seat.  Read more of this post

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Facebook for Financial Advisors: 3 Myths, Debunked

This article was originally published at ModelFA.com.

Facebook for financial advisors, Facebook for Financial Advisors: 3 Myths, Debunked

Don’t let common advisor Facebook marketing mistakes burn through your budget!

Every year, the world seems to get ever more anchored in technology and social media. The pressure is ramping up, and advisors are making an effort to become more “digitally available” to their prospects and clients. And yes, that includes trying to crack the code on “Facebook for financial advisors”.

This has created an interesting shift in our industry. Online marketing topics have become the mainstays of advisor conferences. Many compliance departments have no idea what to do with this trend.

And, of course, there’s conflicting advice online.

I dug into this topic recently after a conversation with a fellow advisor. Let’s call him James. James shared his disappointment with online marketing. He had tried Facebook marketing hoping to reach more prospects. He started a company page and shared a bunch of articles. That didn’t work. He then invested several thousands of dollars in Facebook ads and promoted posts. Still, crickets.

And so, James asked me over a beer, is this social media marketing just a fad? Does it actually generate results for any advisors out there? What are those advisors doing, exactly, to make it work? And, finally, does it have to cost a fortune?

Those are all fair questions. Here’s what I know from pouring over industry research and investing over $100K into building Facebook marketing campaigns for financial advisors.  Read more of this post

Email Marketing for Financial Advisors: Best Practices for 2019

This article was originally published at ModelFA.com

Email Marketing for Financial Advisors: Best Practices for 2019

email marketing for financial advisors, Email Marketing for Financial Advisors: Best Practices for 2019

Summary:  Email may not have the cutting edge, high-tech appeal of some of the other marketing tactics. However, when done right, email marketing for financial advisors can be remarkably effective. In order to build a productive email campaign, advisors should begin by examining the needs of their audience. A broad-based “spray and pray” approach is the quickest way to burn through your hard-earned email list. On the other hand, highly targeted value-add communications will help you build trust, drive referrals, and stay connected to your prospects and clients. Read on for best practices (by email type) and some common email marketing mistakes to avoid.

Recently, I was fortunate enough to participate in a lively discussion with a thought leadership group comprised of forwarding thinking, young marketers. The topic eventually turned to the effectiveness of email marketing for financial advisors. Although opinions differed greatly on the types of campaigns financial advisors should leverage, there was one thing we could all agree on:  Email marketing, when done correctly, is widely effective.

But what does that mean for financial advisor email marketing, now that we are in 2019?

Read more of this post

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