If you need proven-to-work financial advisor prospecting ideas to grow your practice, look no further than these 20 finance broker marketing tactics taken from 20 years of experience helping small business owners across America.
Even just a couple of these could change your entire business, so have at it!
1. Become the #1 go-to financial advisor by creating name recognition
Having an attractive logo professionally designed for your finance broker marketing is important for 2 reasons:
- It helps you look like a professional trustworthy business
- It creates name recognition
Both of which amount to more leads and clients!
Something like this:
Put yourself in your prospect’s shoes for a moment…
Imagine you’re in your 50’s and retirement is looking like a strong possibility within the next 15 years. But you’re starting to feel worried maybe your current retirement setup isn’t enough to cover your basic needs (not to mention potential medical or travel needs)…
So, you start to research on Google, and you find one retirement consulting website that looks outdated with a text-only logo…
And then you find another website (see below), that’s designed well, has a professional logo, and just LOOKS like it’s a place where you can get answers and help.
Which one are you more likely to call??
The one that LOOKS legitimate and seems like a business you can trust!
And good news:
Getting your logo and practice designed to look polished and professional doesn’t have to cost an arm and a leg.
You can get your logo designed AND then put it on multiple promotional items to easily (and inexpensively) boost your business’s branding.
Check out these crazy low prices:
- Chapstick- as low as 33 cents!
- Pens- just 99 cents
- Tumbler- $2.39 each
- Laptop cases- from just $4.99
- Car magnet- $8 each
- Logo design- $995
Those prices are DEFINITELY worth it for constant branding that keeps your practice’s name out there!
Remember to use your logo in your email signature, too —
It’s a FREE way to remind prospects and current clients of your brand, image, and any promotional offers you may be running.
DON’T skip this step in your finance broker marketing plan, or you risk the rest of your marketing not looking as professional as it could— which means you may not see as many leads.
2. Reach 77% of mobile users by programming your # in smartphones
Don’t expect clients to remember to save your business’s phone # in their mobile contacts —
Encourage them to do it while in your office!
According to data from Pew Research Center, 77% of U.S. adults use smartphones…
So it makes sense to encourage your clients to program your # in their smartphone (while they’re sitting in your office), AND share it with friends and family with just a tap of a button. (Encourage them to do that, too!)
Which brings me to…
3. Generate leads with set-it-and-forget-it referral marketing
Since referrals are considered the easiest new business for your practice, you can use financial postcards to entice your existing clientele to bring in their family and friends.
- Download (or export) a list of your current clientele
- That’s your mailing list!
- Design a postcard with an irresistible special offer that rewards referrals given
- Mail that postcard to your list at least 3 times
- Prepare your receptionist to receive new client calls!
Your special offer needs to give a REALLY good reason for your existing clients to bother referring their friends or family to you.
Essentially, you’re giving them a reward in exchange for a lead!
Here are some special offers you can promote (on financial postcards or even at your office!):
- $20 Visa gift card for every referral who becomes a client
- Or a $15 Starbucks gift card
- Or 5 tickets in a FREE TV raffle at your practice
You get the idea!
Referral marketing isn’t new, but it MAY be new to overtly promote your strategy for getting referrals. And financial postcards work GREAT for that.
See an entire postcard design gallery dedicated just to financial services!
And one more point on referral marketing…
4. AUTOMATE your follow-up with clients to generate referrals even easier
Set up an email marketing system — most offer FREE versions — to send out emails on a regular basis to your current clients reminding them that you accept (and reward) referrals (#4!).
Here’s a sample email sequence:
- 1st email- Thank you for your business!
- 2nd email (2 days later)- Win a $20 Visa Gift Card for every referral!
- 3rd email (5 days later)- Help your family save $$$ & win a FREE gift!
- 4th email (14 days later)- Open this if you like FREE gifts!
Each email that gets sent out should promote your practice and remind clients you’d appreciate any referrals, especially if rates are dropping or any other money-saving deals are happening right now.
When you consistently follow up with clients, they’re MORE likely to send you referrals because the consistent communication reminds them that you’re there and happy to help.
5. Use this time-tested marketing tool to generate up to $4 million
One of the easiest ways to promote your practice, services, and amazing special offer is by mailing postcards.
Yes, even in our digital age, postcards remain one of the best financial advisor prospecting ideas!
Just check out these statistics:
- Direct mail’s response rate is 750% more than email
- Just personalizing your financial direct mail (by printing the recipient’s name on it) can boost response by 135%
- 93% of people ages 25-34 have responded to direct mail — 88% respond within 6 months!
I think you’d be surprised at how effective postcards can be in generating truly qualified leads who turn into long-term revenue for your practice…
Take this campaign for example:
This financial advisor company mailed postcards that promoted an educational seminar they were hosting, which was specifically designed to help them generate leads and close them for high-end financial services.
They listened to our advice (that mailing at least 3 times will help assure success!) and brought in $4 million in assets.
Here’s their design:
But I recommend you read their full entire case study!
With financial postcards, you can mail to your current client list (like I mentioned above in #3) or to targeted mailing lists chock-full of prospects you otherwise wouldn’t find!
In fact, you can buy a mailing list that targets prospects with these shared characteristics, so you’re only mailing to people who are MOST likely to do business with you:
- Household income of $50,000+
- A certain home value
- Certain ages (like if you’re targeting retirement planning)
- If they have children in the home
- And if course, you can target people who live near your location!
But if you buy a mailing list for your campaign, make sure whoever sells it to you guarantees at LEAST 90% deliverability of your postcards…
Otherwise, you’ll drown in undelivered mail — a TOTAL waste of postage (and marketing) $$$!
6. Capture some of the 95% leads visiting your website
Your website isn’t just a fancy place for your prospects to visit you online…
Factually: it’s a MAJOR part of how to get clients as a financial advisor.
95% of your prospects will visit your website before making any decision to buy from you (or not).
95% is basically almost ALL.
So your website must immediately communicate the following:
- Who you are
- Which services you provide
- That you’re a real (credible) business
- And how to contact you (such as, for your special offer!).
Take a look at this website we made:
Here’s what I love about this website:
First, the professional logo (from #1) conveys LEGIT:
And their phone number easy-to-see in the upper right-hand corner WITH a call-to-action AND special offer:
This lead-capturing phone number placement shows up on every other page of their website!
And one of my favorite parts is that can’t-miss-it lead capture form with the bright red button!
This lead capture form also shows up on almost every page of their website…
It’s like their website is a lead-capturing machine!
If your website isn’t designed with a finance broker marketing mindset, you are losing leads right now that you’re already paying to generate.
If you want your website done with an expert hand, our website design services start at an extremely affordable $495.
And while we’re on the subject of websites…
7. Avoid losing 96% of hard-earned leads with pop-up forms on your website
You’ve gone to the trouble and expense to generate a lead with your financial direct mail campaign (or other financial advisor prospecting ideas). Again, the MAJORITY (about 95%) of those people are headed straight for your website.
But 96% of those visitors are not yet ready to become a customer, according to Kissmetrics.
So what then?
They leave your website and go on with their lives…
But when they’re ready to call someone for financial assistance, will they remember YOU?
Maybe — or maybe not.
To maximize your marketing dollars, you need to capture the identity of those interested prospects so you can follow up with them, keeping your business top of mind so when they need you…
They remember you!
With that lead capture form I mentioned above in #6.
An effective lead capture form works by offering your visitor something useful — a FREE quote, for example — in exchange for their email address.
To take lead capture forms one step further (for more leads, I mean!), you can use a pop-up.
Pop-ups are simply lead capture forms that literally pop up at a timed moment, with the intention to attract online prospects to give you their contact information.
I’m sure you’ve seen these…
On PostcardMania website, here’s one we use:
Most websites have pop-up plugins you can use (OR if you have a web guy handling your website, ask him/her to get one going for you)!
Once you have their email address for either your lead capture form or pop-up, you can email prospects with more special offers and updates regularly!
The LESS information you ask for, the more likely people are to fill out your form.
Most people are pretty willing to share their email address — their phone number is a different story!
Save time and generate more leads using the Catch-That-Lead Tool — watch the video here.
8. Nail your Google listing to generate FREE leads from Google
Register for a FREE Google My Business account. It’s how you’ll update your Google listing for your practice, meaning…
Your Google My Business listing is like your own personal Google profile for your business. It’s also what’s shown to people who find you through Google Maps.
Your Google listing can (and should) show pictures of your business plus all information googlers want to see right off the bat. This information gets pulled from data you enter in your Google My Business account.
So you need to make sure you have this data entered correctly, specifically:
- Your business’s actual name
- Address (Google will verify it)
- Phone number
- Hours of operation
- Category of your business.
You’ll also manage and respond to any Google reviews directly from your Google My Business account — more on why that’s important later.
Again, make sure you keep ALL your contact information updated in your Google My Business account since inaccurate information about you will actually prevent Google from bringing up your business in searches. Meaning, your business may end up showing up LESS in Google searches —
Which is NOT what we want considering Google is the #1-used search engine in the U.S!
So if your address OR hours change (like for holidays) make sure to update it in Google My Business.
Another benefit to keeping your business’s information totally up-to-date is you’ll be found easier on Google Maps!
If someone uses Google Maps to search for a local financial services practice, your correct and updated information on the internet (including Google My Business) will enable your ranking in Google Maps to be higher than those who just didn’t take the time.
So make sure your business’s contact information is correct on these websites too:
- Other social media accounts
Plus, Google Maps results show up even BEFORE organic results…
Meaning, prospects see Google Maps results FIRST when they search on Google.
The first organic listing for a financial services business in the above search comes AFTER those Google Maps results.
Remember that Google LOVES consistency, so just keep your practice’s information updated across anywhere it’s listed online and work on getting lots of positive reviews too, which is up next:
9. Use Google reviews as 90% trust and act on them
When prospects see positive reviews, they’re 90% more likely to trust and buy from you.
Plus, people are more likely to click on a business’s website when its Google reviews are positive, meaning those golden star ratings you see!
It’s like Google has trained us to recognize that stars = ratings, and the more, the better!
So the game becomes:
Get LOTS of 4- and 5-star reviews of your business online!
Here are some ways to do that:
- Have your staff tell clients they’d appreciate a review
- Make sure clients know HOW to leave a Google review
- Add a link in your email signature
- Send gentle email hints that you’d appreciate a review
FYI, it’s against Google’s policy to outright solicit reviews from clients, so one way to add the Google review request in your email signature is like this:
“Have feedback about our service? Leave a review!”
When you’re done helping a client, tell them you’d appreciate a review online if they’ve enjoyed your service.
You also want to take the time to RESPOND to negative reviews.
When you spot a negative review online, make sure to comment on it and respond with a sincere apology and offer to remedy whatever occurred that was dissatisfactory with their experience.
The last thing you need is a disgruntled former customer bad-mouthing your business.
So handle the review well, and they could turn into a happy client!
Even if the client can’t be satisfied no matter what you offer or do, your response online will at least show other consumers that you care enough to communicate and try to help.
30% of consumers will look at how you handle negative reviews online before deciding whether to try out your business — or not.
So pay attention to your reviews! Others rely on them, and your business’s image does, too!
10. Attract 75% more of your potential customers with Google pay-per-click ads
With Google pay-per-click (PPC) advertising, your finance broker marketing appears above the organic listings when people search for your services.
If you do PPC ads, your prospects will see your business name FIRST on Google!
And in writing this article, I’ve got to say…
You have a HUGE opportunity to use PPC ads to promote and grow your business because I could barely find ANY financial services business doing them.
What’s extra great about PPC is that you only pay when someone clicks on your ad.
What’s not so great is that it’s complicated, and you can easily waste money on unqualified clicks (when people click on your ad so you have to pay, but they’re not qualified leads who are likely to turn into new clients).
With PPC ads, you bid on keywords, like “wealth management” or “best financial advisors.” Google AdWords (Google’s PPC platform) will suggest a bid for you, but you can actually bid however much you want.
Your cost per click is determined by many factors — your bid being just one — such as:
- How relevant Google thinks your website is to your targeted keyword
- “Dwell time” on your website (how long visitors stay there once they click on your ad)
- Your conversion rate (how many visitors take your desired action, such as filling out your lead capture form)
When you’re first starting out with PPC, I recommend setting a budget (say, $15 a day) and playing around with your ads to see what gets the best results.
The most clicks isn’t necessarily the best result. You PAY for each click (hence the name PAY-PER-CLICK). You want to make sure those clicks are converting into real leads!
Managing a PPC campaign can feel like a full-time job — but as a business owner, you already have one (or 5)!
It’s probably worth it to hire a PPC professional to do it for you.
You can use PostcardMania’s PPC management services here.
11. Reach 79% of potential clients on Facebook
Facebook marketing is more popular than ever, and for good reason.
According to Pew Research:
- 79% of online Americans are on Facebook
- That’s 68% of ALL Americans
- 75% of them go on the site every day
In other words:
It’s a huge opportunity, even for how to acquire clients for wealth management.
Many business pages’ organic reach (that’s how many people you can reach for free) have declined sharply. For some, it’s as low as 2 PERCENT, and taking into account Facebook’s January 2018 newsfeed changes, you can pretty much say “good-bye!” to your page’s posts being seen by your prospects for free.
Which means you have to pay up for Facebook ads, like this one:
I recommend running Facebook ads at the same time you’re mailing your financial postcards.
You can MATCH your Facebook ad’s special offer and design with that of your direct mail campaign.
That’s the postcard.
And here’s the matching Facebook ad:
So your prospects see ONE cohesive marketing message whether they receive your financial direct mail OR see your ads on Facebook.
In fact — if your prospects see ANY form of your marketing, by also seeing your financial postcards in their mailbox and Facebook ads online, they’ll assume you’re the #1 business of your kind!
This tight coordination of finance broker marketing gives your prospects the idea that your business is everywhere…
It’s called Everywhere Small Business. With it, your practice can simultaneously target prospects with:
- Direct mail
- Google ads (across thousands & thousands of internet websites)
- AND Facebook ads.
And YOU don’t have to do anything.
Essentially your finance broker marketing will be shown EVERYWHERE your prospects already spend their time, generating the following:
- Calls to your business (that we track for you)
- Clicks to your website (we track these too!)
- Millions of online impressions (eyes on YOUR ads)
- Essentially MORE leads with ZERO effort from you.
Watch the Everywhere Small Business video to see how exactly this program can increase your marketing exponentially.
12. Turn NEW movers in your area into automatic new clients without lifting a finger
According to the U.S. Census Bureau, a little over 11% of the American population moves every year. Many of those people need new, local financial advisors!
With our New In Town program, you can reach new movers in your area every month without you even having to think about it!
Here’s how it works:
- You tell us your target demographic and service area
- We design a postcard for your business
- Every month, we automatically send all new movers that fit your targeting criteria your financial postcards
- They call to redeem your offer, then you wow them with your service and create new clients!
And check this out:
Your financial postcards are personalized with the name of the recipient (they can also be customized for each recipient to match their demographics), so they take notice as soon as their pick up your postcard!
Here’s an example:
By automatically mailing to all the new movers in your area, your practice can receive a steady stream of new clients who need your help.
13. Improve your Google ranking with search engine optimization (SEO)
Search engines work largely by finding websites which match the keywords your prospects search with.
So if your prospects enter “[Your City] wealth management” (aka, “Denver wealth management”), your website will rank higher in Google to the degree that your website pages have the keywords “Denver wealth management” in them (as well as other factors that are more complicated that we won’t get into detail on here).
The above example shows a business that clearly understood SEO when they formed their business. They outright named their business the exact search terms people would use to find a business just like theirs!
Which is why they’re #1 on Google, and you can see their Google Business Listing, too! Love it.
To get your website found on Google, your website’s data must be accurate and filled with keywords your prospects use to find business just like yours.
Make a list of these keywords using Google’s free keyword planner tool, and have your website designer (even if that’s you!) use them on the pages of your website —
- Your homepage
- Your About Us page
- Pages that describe your services
But it’s NOT only keywords you need…
Here are some tips to increase your website’s SEO:
- Each page’s title (learn about page titles here) should be different
- Homepage’s page title should have your business type, plus your city & state
- Your contact data (on your contact page) must be correct
- Your business’s data must be referenced (cited) on other popular web pages
- You should have and use a free Google My Business
SEO is not a one-shot deal — much like finance broker marketing in general. The helpfulness of your blog (#18) plus the quality of your online content and website design will increasingly play a more important role in how fast you get found on Google.
Beware of any company that claims to guarantee to get your website to #1 on Google in a short amount of time.
SEO is a continual process since Google and its algorithms (formulas) change all the time. That’s why getting reviews (#9) and making sure your website is set up to capture leads (#7) is 100% worth your time (and it’s less complicated too!).
14. Host (and promote) a seminar or luncheon
This is not a new concept in finance broker marketing, but it’s worth mentioning for 3 reasons:
- You should host these regularly
- You should promote them heavily (postcards work great!)
- You should have a follow-up strategy in place to close attendees post-event
Here’s an example of how effectively promoting a seminar event can increase your sales in one swoop:
Retirement First, located in Ohio, hosts seminars to teach people the importance of different retirement financial planning options.
They rely on mailing financial postcards to drive attendees to their seminars, which are the hallmark of their business model.
Each postcard blast drives 35-40 people to their events, and even just ONE person closing on a retirement plan, like a 401K, completely covers their postcard marketing investment…
But moreover, closing MORE THAN one person (obviously, the goal!) profits their business big time.
Here’s their design:
The lesson here?
Host seminar events on a regular basis, and promote them.
Using postcards to do so allows you to target your ideal prospects directly with your seminar marketing. (Get 1,000 mailing list records FREE here.)
And when the seminar is over, it’s not over!
Because let’s face it:
Some prospects at your event will not close even after wined and dined…
So I recommend you collect their email addresses so you can follow up using email marketing after the event is done.
Continually emailing someone who’s already expressed some level of interest in your service will eventually help them close as sales.
Stayed tuned, I talk more about email marketing in #20!
15. Attract up to 56% more clients by distributing flyers & brochures
According to the Data & Marketing Association, 56% of consumers trust print marketing more than other marketing medium which is part of why financial postcards can generate up to an 8,000% return on investment…
But guess what:
Flyers, business cards, and brochures work too!
They’re extremely affordable. If you’re a brand new business trying to figure out how to get new clients, flyers (like the one below) are a good place to start.
If you’re not the creative type, you can find free templates online — Pinterest and Envato have tons of them — that you can customize for your own finance broker marketing. (Don’t forget to include your professional logo from #1!)
To get your flyers and other printed marketing out, you can:
- Pay someone to pass them out for you
- Or create and put a marketing kit in your car.
When you’re on the road or running errands, you’ll always have stash of marketing items you can give out.
16. Reach out to other similar businesses and form partnerships
You want to spread your practice’s name outside your brick-and-mortar walls and become known by other organizations who could send you…
Here are some easy partnerships you should make:
- Insurance agents
- Nursing homes
- Mortgage brokers
- CPAs (if you’re not one)
- Tax preparation specialists
- Funeral homes
- Career centers
- Non-profits and churches
- Business licensing businesses
- County Clerk’s Office
For all of the listed organizations above, you can even offer a special offer (or discount to their staff or clientele) in exchange for providing a FREE quote or consultation.
Ask if you can submit a useful piece of information (or article) to their website, newsletter, or church bulletin, such as how to differentiate between all the retirement investments available today.
17. Use your blog to generate 4.5X more leads
Think a blog is optional?
Whether you’re a seasoned financial advisor or figuring out how to grow your client base as a new financial advisor, a blog is a must in today’s digital space!
Publishing helpful articles on your blog can actually generate up to 4.5 times MORE leads than businesses who don’t utilize this free marketing resource, according to Hubspot.
Need ideas to make your blog useful to prospects?
Listen to your current clients.
And answer these questions:
- What do they need help with?
- What questions do they typically have?
- What helpful content can you write about that will prove you’re the BEST?
When you arm your marketing plan with helpful content that you feature on your website’s blog, you’ll have a better chance of ranking on Google.
By using keywords.
Make a list of keywords that your prospects may use when googling for a financial services practice (just like yours), and include those keywords in both your blog and website pages.
When a prospect googles for a financial advisor like you, Google will more likely suggest your website if keywords used on your website mirror what your prospect entered into Google.
18. Always keep communication open with your clients
Failing to stay in touch with existing clients is an extraordinarily costly mistake.
The biggest asset your company has, along with its staff, is its existing customer base — people who’ve already given you their ultimate vote of confidence:
Their time and money!
Existing clients are not only a source for current business, but also for referrals.
So it’s VERY important you keep in touch with clients because they could generate MORE business for you!
One way to keep in touch with existing clients is by sending them a monthly email newsletter.
You can feature almost anything in your newsletter, but here are some ideas:
- Current specials or rate reductions
- New team additions
- New changes to your business
- New services you’re adding
- And how you help the community.
I also recommend you do this:
Motivate your staff to be extra friendly to clients when they see them. I know this seems like a no-brainer, but a simple smile and “hello” to clients sitting in your waiting area goes a LONG way in positioning your business as one who cares and loves helping others.
People love to buy from (and refer to) whom they LIKE and admire.
You can also mail personal, handwritten letters to clients. If your assistant or receptionist has extra time, personal letters to clients sends a message like:
“We truly value you as a client. THANK YOU!”
Not a bad communication to receive in the mail, right?
Or, we can mail postcards that are personalized with clients’ first names for you — to save time.
19. Close up to 80% more sales by automatically following up with leads
Here’s the deal:
The majority of creative marketing ideas for financial advisors will simply not close 100% of the leads on the first attempt. And neither will your BEST sales person.
Makes sense, right?
Let’s say you receive an email from someone directly from the contact form on your website.
This person’s reached out to you with some level of interest —
That’s a lead!
They’ve asked you how much pricing is for incorporating their business. You answer them with a free quote.
You email them, maybe call them (if they provided a phone number)…
And still no word back.
So, no client yet.
NOW you follow up with them!
But instead of emailing and calling them every day, you can use email marketing to automatically follow up with this lead for you to save time.
In a free email marketing software, such as MailChimp for example, you can set up a simple campaign to automatically email leads so that you’re continually reaching out to them.
Also called an “email drip campaign,” it works in marketing by sending out emails on a predetermined schedule to prospects in a list that you create.
Instead of you remembering to manually email prospects on a set schedule, have your email marketing system do it for you.
Plus, you can use this same email marketing tool to send out monthly newsletters to your customers, making them feel like you care to keep them updated on things like:
- Special promotions you’re running
- New services you’re now offering
- Help you’ve provided the local community
- Pictures of your team
The idea is that the more prospects are followed up with consistently, the more likely they’ll remember YOU (vs. your competition)…
And when someone remembers you, they’re MUCH more likely to BUY from you when the time comes.
If you want a done-for-you email marketing solution, you can use PostcardMania’s email marketing services.
20. Track your results like a finance broker marketing expert
Only TRACKING will show you which marketing methods factually create leads (and sales) for your business.
So — HOW do you track?
Google Analytics — a free tool from Google that tracks the following:
- Who visits your website
- Where they’re from
- What pages they visit
- How long they stay there
- And WAY more!
Here’s one way to use data from Google Analytics:
Let’s say you mail out 10,000 postcards with a financial direct mail campaign, and you check your Google Analytics account and notice 1,000 people visited your website with 200 people landing and spending 1-3 minutes on your “About Us” page.
But… maybe only 25 people made it to your contact page to actually contact you and become real leads for your business.
Here’s an idea:
Why not put a pop-up or lead capture form on that “About Us” page to capture more of the leads who read all about you and turn them into tangible leads you can actually call!
The most important metric to track?
Return on investment (ROI)!
The ultimate measurement of your marketing is how much sales it generates for your business.
Your response could even seem mediocre…
But your ROI could be HIGH.
Here’s what I mean, by example:
An investment firm in Austin wanted to generate more revenue by spreading awareness of their services. They contacted us to launch a financial direct mail campaign.
Check out their results:
Even though their financial postcards generate “only” a 10% response rate… their resulting income is well over $200,000 —
Making their campaign ROI 17,969%!
Here’s their design:
If you would’ve judged this direct mail campaign JUST on response rate alone, you would’ve thought it pretty mediocre…
But $200,000 in revenue and an ROI of 17,969% represent a serious success!
So you can see how tracking your marketing is SO important…
It tells you where you should reinvest your money!
Okay, I’m preaching to the choir at this point! You’re the financial experts! You get my point.
So there you have it: 20 creative marketing ideas for financial advisors to grow your practice starting now!
I hope you’re feeling inspired! For even more ideas on how to get clients as a financial advisor, check out these postcard designs proven to work! And if you have questions about anything mentioned here, such as marketing with Everywhere Small Business, leave a comment or you can email me at Joy.Gendusa@PostcardMania.com.
Want to start a financial direct mail campaign? Call one of my experts at 800-628-1804 — the consultation is 100% FREE!