I hope you get value out of this blog post.
Want to use digital marketing to attract new clients?
Digital marketing, including social media, is getting a lot of attention now as more advisors realize its full potential.
In fact, 39% to 44% of advisors reported that they have been more successful in converting prospects they found on social media to clients.
As a financial advisor, having a strong online presence is non-negotiable especially if you’re looking to attract new clients.
Think of it as the foundation upon which all your digital marketing efforts will rest since it’s basically the point of doing so.
Your website acts as your digital storefront, and it's often the first impression potential clients have of you.
Therefore, it's important to ensure that your website is not only visually appealing but also optimized for conversions.
? Here are a few tips:
Like the blog you’re reading now, it’s helpful to have one or even a resource section where you can share insights, case studies, advice, etc.
Yes, it helps with demonstrating your expertise. However, you should also look at the SEO angle where it’s likely you would rank for a lot of search terms.
The result is having more website visitors, increased authority and trustworthiness, and coupled with a strong call-to-action and conversion tactics, more clients. ?
You already know this, but social media is a powerful tool to build relationships and trust with potential clients.
? Here’s how you can leverage social media:
A lot of advisors fail at social media simply because they’re barking up the wrong tree — when they should be on the platforms where their target audience is most active.
Check it out first, though most likely, you will find a lot of your target audience on LinkedIn and Facebook.
Take note that this doesn’t only concern posting social media content, you must also engage with your audience by making sure you’re responding to comments and messages.
I touched on blogging a little bit earlier.
But content marketing in general allows you to demonstrate your expertise, provide value to your target audience, and establish trust in the long run.
✍️ Here are some strategies:
You would want to create content that addresses common financial challenges or questions and make them in different formats like blog posts, videos, etc.
If you’re leaning towards blog posts, I suggest you use keywords (more on this later) that potential clients might use.
But whether you’re writing a blog post or a social media post, what’s important is that you promote it and then engage with your audience.
Search engine optimization (SEO) is a tool or process that would enable you to optimize your website for ranking on search engines.
There’s a lot that goes into SEO, but I will be mentioning a few basic principles that would help you with digital marketing.
Before anything else, you must know that understanding and implementing keyword research is important when it comes to SEO.
⏺️ Here are some things you need to remember here:
There are a lot of tools out there that you can use for this like the Google Keyword Planner (free) and some paid ones like SEMrush and Ahrefs.
For keywords, I suggest long-tail keywords that are longer and more specific that your visitors are likely to use when they’re closer to making a decision.
For example, instead of targeting “financial advisor”, you can aim for “retirement planning financial advisor in [city]”.
If you try it out, you will see more specific results:
Once you have identified your keywords, you can then work on optimizing your website content, including your home page, service pages, and blog posts.
⛔ Warning: Optimization doesn’t mean stuffing keywords into every sentence of your content. Search engines are getting smarter. Gaming the system would only lead to negative results.
Google values natural language and content that genuinely helps the reader — sprinkle these keywords where they make sense.
Earlier, I showed you an example of how specific searches can get, especially when it comes to locations.
This is why local SEO is so important because appearing in local search results can dramatically increase your visibility to potential clients.
?️ Here are some strategies you can apply:
Listing your business in GMB would make it easier for clients to find your location, contact information, and reviews.
Local keywords greatly help since they make your content more searchable and relevant to the local audience.
If you generate enough local press from sponsoring a local event or contributing to a local charity, you might get featured in local media and can raise interest in the local community.
If you have more time on your hands for SEO, I suggest you also look into the following:
SEO is actually a long-term game.
But when you’re optimized for it, the results will surely come, and you will love all the benefits it brings, especially more clients. ?
Although not always, content marketing and email marketing usually go hand in hand simply because content marketing is also a great way to collect email addresses.
There are two main parts to email marketing:
Naturally, the first step is to build an email list.
But how do you grow your list?
✉️ Here are a few tactics I've found effective:
Once you have a list, segmenting it is important as it allows you to send personalized and relevant content to different groups.
For example, you might have segments for retirees, young professionals, and small business owners or you can do it by way of client progression.
By tailoring your messages to the specific needs of each group, you increase engagement and conversion rates.
⛔ Warning: Always obtain consent before adding anyone to your list for compliance with email marketing laws and ensure that your audience genuinely wants to hear from you.
The key here if you want a successful email campaign is engagement — your emails should not only inform but also add value to your subscribers' lives.
? Here's how you can create emails that your audience looks forward to:
Which is the most important?
Well, I would say the subject lines since they’re your first impression and can make the difference between an opened email and one that’s ignored.
The second would be the call-to-action since this is the opportunity where you can move your prospective clients to do a specific action.
The previous ones are all doable even without spending a dime (or as little as possible).
However, paid advertising is an option as you would need to invest a little in both the material and the actual advertising.
Now, there are a lot of platforms out there for this, but let’s start with two:
Google Ads is a platform that’s important for reaching potential clients actively searching for financial advice.
When you start a Google Ads campaign, you're placing your services right in front of people who are already interested.
⛳ Here’s how you can start:
The first part is a little similar to content marketing where you need to identify the keywords potential clients are looking for.
Once you have those keywords, you can then focus on creating ads that speak directly to the needs of your audience.
From there, you need to create the banner for those ads as well as the landing page of your ads where visitors will have a clear understanding of the benefits of your services.
Now, let’s turn our attention to social media advertising.
Platforms like Facebook, LinkedIn, and Instagram offer unique opportunities to target your ads based on demographics, interests, and behaviors.
? Here's how you can leverage these platforms:
Since we’re talking about social media here, you need to create engaging visuals and compelling copy that addresses their pain points and how you can solve them.
You can make use of:
Social media platforms of today most likely have an analytics tool you can check to see what’s resonating with your audience, and then refine your strategy as needed.
I wrote about a bit about analytics earlier, so let’s talk more about it as a whole and reporting for digital marketing.
This is important because it’s actually in the analysis and adjustment of the strategies that real growth would happen.
If you're anything like me, you might find diving into data a bit daunting at first. But believe me, it's a goldmine of insights.
Tools like Google Analytics can offer a comprehensive look at how your digital marketing efforts are performing.
? Here’s what you should focus on:
Naturally, you will want to know where your visitors are coming from.
Like are they clicking through from your paid ads? Are they coming from Facebook or LinkedIn? Do they find you through search engines?
In addition, it’s important to know about the number of visitors and how many of them are taking the desired action.
Earlier, I mentioned the bounce rate. If you're not familiar, it signifies the number of individuals who leave your website after viewing just one page.
A high bounce rate might indicate that your site’s content or user experience needs improvement.
A/B testing, or split testing, is a powerful way to optimize your digital marketing efforts.
If this is the first time you’ve heard of it, it basically involves comparing two versions of a web page, ad, or email to see which one performs better.
Here’s how you can use A/B testing to refine your approach:
Test small changes first, like a different call-to-action (CTA) on your ads or a new headline on your landing page.
Use the data from your analytics tools to evaluate the performance of each version — look at any relevant data.
Lastly, once you identify the more successful version, start to implement those changes across similar pages or ads.
Digital marketing is always evolving, and so should your strategies.
It’s actually about finding what clicks with your audience, learning from the data, and being willing to adapt.
You know, one thing I learned is that even small adjustments can lead to significant improvements in engagement and conversions.
