In these trying times, marketing yourself as a wealth manager is more important than ever. Clients have changed their expectations, and you must step up to the challenge. Marketing your business never stops. And it’s important to shift your strategies to meet the current needs of your clients. As a wealth manager, you may not have enough hours in the day to help your clients and market your business effectively. How do wealth managers find clients these days?
We have some answers. Take a look at 12 ways wealth managers can reach new clients using smarter marketing.
1. Consider Your Website
Your website is often the first impression a client has of your business. When they hear about you from a friend, advertisement, or a Google search, they land on your website.
Those first moments on your website can win or lose a potential client, so make them count. Your site should be clean and easy to navigate.
If your website isn’t modern or mobile-friendly, your visitors won’t take the time to see what you have to offer. Think of your website as your digital calling card.
It allows people from all over the world to meet you and engage with your business. Show them who you are and make it easy for prospects to leave their contact information, ask questions, and follow up.
2. Focus on a Specialization
The wealth management industry is becoming more and more specialized. Today’s investors love a specialist and look for someone who has an edge in the industry.
Having a niche in the financial industry makes it easier to market your business to clients. It allows you to be the best at what you do.
Clients want to work with someone who understands their dreams, needs, and wants. People assume you’re great at something if you specialize in it.
Consider a specialty you’ll enjoy and one that will attract clients. You may choose to focus on one area of expertise such as retirement, asset management, or divorce.
Outline your specialization on your homepage. This gives you an advantage over wealth managers who claim to do it all.
3. Rank in Google Searches
Many people looking for wealth management services begin with a Google search. Ranking near the top is critical for your business.
Don’t overlook the value of your content. The goal is to connect your content with those looking for advice about their financial and investment options.
Professional, well-written content demonstrates expertise in your field. And it inspires a sense of trust.
The more quality content you create, the better for your website and your ranking potential.
Be sure to set up your Google My Business page. It’s free and an excellent avenue for local searches.
4. Avoid Financial Jargon
As a wealth management expert, professional jargon is part of your everyday vocabulary. But if you’re hoping to attract clients, you want to speak in a language they understand.
You don’t want to sound like a professor spouting your financial knowledge and wisdom. You want your language to resonate with your clients.
You want to create relationships, and this starts with communication. Take the time to get to know your clients.
Avoid financial jargon, but don’t talk down to your clients. Treat them with respect, make them feel comfortable, and explain financial concepts in a calm, professional voice.
5. Start a Blog
Having a great website is important, but it’s not enough. Consider adding a blog to your website and updating it regularly.
A blog is a great way to share information, highlight your expertise, and improve your search engine ranking. Focus your posts around keywords potential clients are searching for.
Having a blog on your website demonstrates professionalism and authority in your industry. You can use a mix of original and curated high-quality content.
Make sure each page offers visitors the opportunity to comment, join your email list, or contact you. A strong call to action can lead your visitors one step closer to hiring you for their financial needs.
6. Engage With Social Media
If you haven’t stepped into the social media world yet, it’s time to start. More and more, people are turning to social media for news, reviews, and more.
If they can’t find you, you’re missing out on potential clients and the power of social media marketing. Social media is a great resource for targeted ads, sharing content, and engaging with potential clients.
Make sure you’re also networking on LinkedIn where you can reach all your connections at once. It’s an effective way to share updates and stay in touch with your clients.
7. Adapt to the Times
Algorithms and customer needs are always changing. You have to be willing to adapt to these changes to stay relevant in your industry.
You must understand your audience to be able to reach them. And you have to base your lead generation strategies on what your audience wants.
The pandemic has changed the way everyone, including wealth management professionals, does business. Seminars and in-person events aren’t an option at the moment.
You must find other ways to market your services. Working as a virtual wealth management advisor is an option.
Connecting to clients virtually through various wealth manager acquisition tools is now the norm. And there’s no reason to think this trend will end when the pandemic is over.
People who shunned technology in the past are now embracing digital communication as the only viable option. And today’s investors are open to online services.
Keep this in mind as you reach out and invest in virtual relationships with new clients.
8. Get Stellar Reviews
When was the last time you bought something of value without reading online reviews? That’s become the norm, and your reviews matter.
When prospective clients see a slew of positive reviews, they’re more likely to take a second look at what you have to offer. Encourage your happy clients to leave a review.
You can’t underestimate the power of a positive or negative online review. If you do encounter a negative review, don’t ignore it.
Address the client’s concern right away. Do what it takes to resolve any issues and try to have any negative comments removed.
9. Focus on Community Involvement
Your community needs local business leaders to step up and make a difference. This is a great way to establish your brand in the community.
Even if your business is virtual right now, there are ways to get your name out there and make an impact in your community. Consider your values and the interests of your clients.
Some ways to contribute include:
- Sponsoring local sports teams
- Working with nonprofits
- Teaching an online course or seminar
- Sponsoring a local event such as a golf tournament or marathon
Being a part of the community builds trust in your business. It allows you to do good in your local community and build your brand at the same time.
10. Send Relevant Emails
If you’re not using emails to your advantage, it’s time to start. You can share helpful information, article links, blog posts, or videos.
Adding some humor and positive news is welcome, especially during a pandemic. A joke, uplifting quote, or personal photo helps to lighten the mood and build relationships with your clients.
Make sure your recipients can comment, ask questions, and access your landing page. Capture their attention with personalized and targeted subject lines.
Always allow recipients an easy way to unsubscribe from your email list. There’s a fine line between annoying people and providing meaningful emails that clients will actually read.
11. Attend Online Events
While in-person wealth manager networking events are rare these days, online networking is soaring in popularity. Find ways to network online by researching events or contacting your small business owner’s association or chamber of commerce.
Although it takes a bit of effort upfront, networking online is a great way to meet new people and find potential clients. It’s a good way to market your services and build your professional network.
Joining a small business think tank is also an option. This allows you to meet other business professionals, share best practices, and brainstorm ideas for growing your business.
12. Feature Video Content
Many wealth management professionals fail to use video as a marketing tool. This offers you a competitive edge in the industry.
Using video on your website and social media platforms personalizes your business. People who don’t want to read content are more likely to take the time to watch a video.
It’s a powerful marketing tool that has the potential to capture people’s attention. And it offers a personalized touch to your financial content.
How Do Wealth Managers Find Clients
Technology is changing the financial industry. In the face of the pandemic, you must adapt your services to reach your clients, wherever they are.
The best advice begins and ends with making connections with your clients. Even in these uncertain times, you can expand your client base and grow your business.
If you’ve wondered how do wealth managers find clients without in-person meetings, business lunches, and handshakes, the answer is with smart online marketing. We’d love to talk with you about the best marketing options for your business.
Contact us today to learn more.