It is no secret that 2020 has pushed many advisors into going virtual. It is also no secret that people need financial advice now more than ever. So, as a financial advisor, how do you sell and market yourself to prospective clients virtually? Check out these tips for marketing yourself virtually and expanding your reach as a financial advisor.
Your Website
It is crucial now more than ever that your website is personalized and of high-quality. Think of your website as your online business card. When a prospect in your target-niche visits your website, why would they choose to hire you as their financial advisor? I recommend posting a brief introductory video on your homepage. 84% of people say that they've been convinced to buy a product or service by watching a brand's video. Make sure to include your value proposition and explain why you are the right fit for your ideal client.
Another way to convey your value to prospects is to have a professional biography on your website. In a virtual world, we lose the face-to-face interaction, so be sure to include a headshot and display your credentials. Check out the AdvicePay team page to get an idea of what to include when writing your bio.
Additionally, your contact information should be obvious. To make it even easier for prospects to get a hold of you, include a meeting scheduling link on any contact forms and the homepage of your website. I recommend using Calendly for this (they have a free plan!).
If you're already doing this, include enticing calls to action (CTAs). For example, "Make your money work for you and schedule a free consultation today!" or "Planning for the future is easier if you start today. Find the right financial planner for you!" We also love a CTA with a little FOMO (fear of missing out). Such as, "I'll teach you the secrets that the one-percenters don't want you to know. Book your 30-min meeting today." Including a call to action that makes the visitor feel like they can't resist clicking will make your lead capture rate that much higher. Need some help developing CTAs? Check out this blog.
Freebies & Content
In today’s world, prospects expect learning centers and downloadable content on any website they buy a service or product from. Specifically, buyers look for “The Big 5.” This includes content related to:
- Cost
- Problems (theirs and yours)
- Comparisons
- Best of lists
- Reviews
When it comes to offering this free content, it is imperative to focus on your niche. Prospects seek out advisors who can solve their specific problems. Who is your ideal client, and what content do they need to view you as the expert in your field? Outline each stage of your ideal client’s buyer’s journey (awareness, consideration, decision) and develop content related to “The Big 5” for each stage. Here are a couple of different ways you can offer free content to prospects and current clients:
- Blog: A blog helps establish you as a thought leader in your industry. Include a link to your blog on your website and make sure to post to it regularly. You can also include a subscription form on your blog to help you capture leads. Bonus: A blog can also be leveraged to help increase organic website traffic and target keywords that your prospects are searching for.
- Free downloads: Develop one-pagers with content related to your niche and “The Big 5” and link them to your website. You can also create a form that requires a prospect to enter their name and email address before downloading to help you capture more leads. Check out the AdvicePay Free Downloads Page.
Webinars and Virtual Meetings
Like I mentioned earlier, going virtual can mean losing that “face-to-face” interaction with prospects and clients. A way to get around this is to host webinars and Zoom meetings with the camera turned on. Eventually, you will both forget that you aren’t even meeting in-person. A few bonuses to virtual meetings are that they tend to be shorter, more productive, and you can easily share your screen and any other documents.
Check out these tips for virtual meetings.
- Presenting a Financial Plan Virtually
- 5 Tips for Secure Video Conferencing
- 12 Tactics That Take Webinars From Good to Great, According to HubSpot Marketers
Overall, it is important to remember that marketing yourself as a financial advisor (virtually or in-person) is all about building relationships and focusing on your niche. With these tips, we are confident that you will grow your practice and expand your reach.
Have other questions about running your virtual practice? Check out this blog.
Posted by Shannon Beck
In her role, Shannon oversees all aspects of AdvicePay’s marketing and brand communications. Her experience in marketing for continuing education and tech companies means that she’s both a learner and a teacher through her work. When she’s not using her creative skills to help folks learn about AdvicePay and how to get the most out of it, you can find her kayaking, camping, and trying out new recipes with her husband. Born in Baltimore, she’s still an avid Raven’s fan, cheering from Montana.