Three daily marketing activities for Financial Planners
Marketing success comes from consistency.
It’s often said that we should devote 20% of our time to marketing activities.
But what are the three highest impact daily marketing activities for Financial Planners?
I know from experience that other activities often get in the way of marketing. Client work, of course, always take priority. But when you’re running a business, managing a team, and juggling work with life, it’s no surprise that marketing can often slip down the list of priorities
Before long, you realise that your pipeline has dried up and it’s going to require a herculean effort to get your marketing back on track.
In this video, I’m sharing three daily marketing activities for Financial Planners. These are relatively simple tasks that shouldn’t interfere with your day job. But done consistently, day in, day out, they will aid in your client engagement.
Activity number one is to create content for your website.
Our research tells us that Financial Planners are terrible at keeping their websites up to date. A visible indicator of this is an out of date copyright date on the website footer. It’s the first thing I check to see whether a website is a priority for a Financial Planner or not.
But old copyright dates aside, the main thing to become out of date on a website is the blog, news or insights section. When we looked at more than 500 financial adviser websites, we found that, on average, the last new blog post was more than six months old.
Out of date website content is bad news for a couple of reasons. Firstly, it gives your prospective clients a poor impression. If your latest insight was about an event that took place eight months ago, are you the up to speed adviser they’re looking for? Secondly, out of date content means search engines like Google will rank your website less favourably.
You don’t need to write, edit and publish a new blog post on your website daily. As long as you’re adding fresh content once a week, that’s enough to keep prospective clients and search engines happy.
So commit to a daily practice of creating fresh content for your website. This doesn’t have to be writing blog posts; some Financial Planners feel more comfortable speaking to a camera, and others are happy recording audio content for a podcast. Find the medium that suits you best and run with that.
Activity number two is updating your social media channels.
Here at Bamford Media, we believe Financial Planners need to have a presence on Facebook, Twitter and LinkedIn. These are the three core social media channels that, when managed effectively, have the potential to get you the best results.
But just like your website, an out of date social media profile will do you no favours at all. With these three social media channels, there’s really no excuse not to post something daily, at least between Monday and Friday.
In terms of what to post, make sure your content is suitable for the platform. Facebook has a more social edge than the other two. LinkedIn is a professional platform. And Twitter tends to blend business with pleasure. So tailor your messages accordingly.
And don’t solely broadcast. As well as sharing your messages on social media, help out others by sharing their content, and make sure you engage. Part of your daily habit should involve commenting on other posts and engaging others in conversation.
You can’t allow your social media activity to be one-way traffic. If all you do is share links to your content and your website, your engagement levels are likely to be very low. By engaging and conversing with others, you add real value on social media and improve engagement.
Keeping social media up to date doesn’t need to be particularly time-consuming. There are some great tools out there, including Hootsuite, which allow you to batch schedule your posts, which then trickle out during the day.
You can also make use of mobile apps to post and engage on social media during an otherwise wasted time when you’re waiting for a train or for a client to arrive.
Something I like to do is take photos during the day, and then share them on social media when I’ve got some free time. This approach means I rarely run out of things to share on Twitter, Facebook or Instagram, where photo content is exceptionally well received.
Activity number three is to nurture your relationships with existing clients and professional connections.
When we’re marketing, it’s all too easy to neglect our existing relationships. Winning business from a long-term client is cheaper and more valuable than acquiring a new client.
As part of this activity, you should be looking for ways to bring extra value to your existing relationships. I do not doubt that you know your clients well; you know about their hobbies, interests and goals. After all, that’s the role of an excellent Financial Planner.
Knowing what you do about your clients, switch on your attention radar and look out for anything relevant to them. It might be as simple as sending them a newspaper or magazine clipping, about an area of particular interest.
You could send them a highly rated new book they would love, buy them tickets to an exhibition, or call them on their birthday or wedding anniversary.
What I’m suggesting you do here is taking a few minutes out of your day, each and every day, to reach out and touch your existing clients in a way that makes them feel special. They need to know that you’re thinking about them.
Keep them informed about your services too. We often fall into the trap of assuming our clients know what it is we do when in reality, they pigeonhole us in line with the service we provide to them. So client education is critical. Use some of your daily time to create content such as case studies or client testimonial videos, so your existing clients and your professional contacts know what else you can do for them.
To help you out with these three daily marketing activities, I’ve drawn up a cheatsheet you can download for free.