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Written by: Samantha Russell
Creating a financial advisor marketing campaign is one of the best ways for financial advisors to get their names out to the public, whether they’re new advisors wanting to attract potential clients’ attention or already established firms looking to grow. Everyone needs to market themselves and highlight the essentialness for advisors to create financial advisor marketing campaigns.
Marketing campaigns allow companies to create and enact advertising plans to help grow their business by reaching new audiences and further cementing their expertise with current clients. But it’s not as simple as just saying you want to create a marketing campaign, at least for creating successful ones. It takes effort and brain power to come up with a marketing plan/campaign that will boost your business and garner attention.
We’ll be covering how to start planning your campaign and what types of financial marketing campaigns work best for advisors.
How to Create a Financial Advisor Marketing Campaign
What Exactly is a Financial Advisor Marketing Campaign?
First, let’s go over what a marketing campaign exactly is. In simplest terms, it’s a planned-out promotion in which a financial advisor uses organized efforts to boost interest in a specific service or product They can be used for everything from raising awareness to capturing client feedback, and of course, increasing sales.
Successful financial advisor marketing campaigns follow a common theme and promote a single, focused idea or goal with a defined beginning, end, and outcome. While a digital marketing campaign is an easy-to-understand concept, creating and implementing an effective campaign takes work.
How Do You Plan a Financial Advisor Marketing Campaign?
Define Your Campaign’s Goal
Now that you’ve decided to create a marketing campaign, you must start planning it. Without a solid marketing plan, you can be sure that your campaign will fail or produce less-than-stellar results. The first thing you need to do is establish what your goal is for the campaign. Do you want to attract new clients? Maybe you just want to get feedback to improve your services. Or possibly just increase engagement so you can better connect with prospects or clients.
Define Who Your Target Audience Is
Next, you want to figure out who you’re targeting in your marketing campaign. This is a way to establish the direction and tone you’re setting for the campaign. Depending on who you’re targeting, the way you market can and will be completely different. Some things you might want to consider when defining your target audience are:
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The average age of the audience
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Geographic location of the target audience
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Any hobbies your audience may have
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The average income or education level
Additionally, you want to target and identify any interests and pain points your audience may have. Here are a few questions to ask yourself and your marketing team to understand your audience better:
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What are my audience’s general interests, and what attributes do they have in common?
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Where does my audience spend their time online?
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What problems may they be facing?
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How can I help alleviate these issues?
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What kind of problems do they have that my services or brand could solve?
Define the Overall Marketing Campaign’s Concept
A campaign isn’t the same as a marketing strategy. They’re almost like their own brand. Much like a marketing strategy, they require a goal, strategy, and identity but offshoot off your primary brand both visually and creatively. In simplest terms, defining your campaign’s concept is the combination of all the ideas and planning put together. With a defined concept, you’ll be able to maintain a consistent voice that aligns with your original brand while also being its own separate entity.
Top 3 Marketing Campaign Types
Social Media Marketing Campaign
With the ever-changing internet, social media has become a hot place for marketing and advertising to your audience. This makes social media marketing campaigns popular, cost-effective, and efficient. Platforms such as Facebook, LinkedIn, Twitter, Instagram, and more are great for advertising campaigns.
After deciding what platform to use, you have to choose whether you want to use paid ads, organic traffic (generated through content creation), or both. Social media campaigns tend to support a wide range of goals, whether you’re looking to boost your SEO, engage with clients, or bring in new prospects, you can’t go wrong with social media marketing campaigns.
Email Marketing Campaign
As far as marketing campaigns go, email marketing is one of the most popular and effective. Allowing financial advisors to connect with clients and prospects anytime and anywhere. With its low barrier of entry and ease of use, email marketing allows advisors to instantly message their audience while creating an effective impact.
To further highlight the greatness of an email marketing campaign, it’s one of the most cost-effective methods of marketing. Even better, it can be almost completely automated so you can just set it and forget it. Email campaigns give advisors the ability to talk to people 1-on-1 through their inbox while encouraging them to check out your latest and greatest product/service or keeping them updated on news.
SEO Marketing Campaign
Search engine optimization is the lifeblood of website traffic. These campaigns are entirely designed to drive organic traffic to your website by making use of search intent, keywords, and content. This is usually done by optimizing pieces of your website and blogs such as titles, metadata, and keywords.
In addition, things such as domain authority, page load speed, and other factors can make a big impact on your search engine rankings. Organic SEO is an always-changing game between marketers, competitors, and the search engines themselves. Algorithms are always being updated and evolving so it’s important for financial advisors to stay on top of things and constantly optimize their site.
Related: How To Use an “As Featured In” Section on Your Advisor Website + 3 Examples