Did you know that 70% of a buyer’s journey is complete before they even reach out to sales?
Digital marketing has transformed the way we do business in the past two decades. Twenty years ago, social media didn’t even exist. The first major smartphone (the iPhone) didn’t come onto the market until 2007.
Now, we’re online for an average of 6 hours and 42 minutes — over 25% of our life — every single day.
What’s the lesson for you, a savvy wealth manager looking for new clients? Love it or hate it, digital marketing is the wave of the future. To stay competitive in 2021 and beyond, you’ve got to move into the digital realm and learn how to market yourself as a wealth manager online.
If you’re not sure where to start, don’t worry. From starting a blog to choosing the best social media platforms, we’re here to offer expert guidance in wealth manager marketing.
Keep reading to learn how to tackle SEO and social media marketing so you can build your online presence.
Search Engine Marketing for Wealth Managers
There are 1.8 billion websites on the world wide web, with thousands more going live every day. Before you even begin to think about marketing strategies, you first have to consider how to make yourself visible online.
Here are three steps to help you get started.
1. Google Yourself
When’s the last time you typed in your name, the name of your firm, and “wealth manager” or “financial advisor” into Google? If it’s been a while, it’s a good idea to see what kind of online presence you already have.
Take a good look at what shows up on the first page of search results. Is it your business website? Your advisor page on your firm’s website? Your blog posts? Your LinkedIn profile or other professional associations?
Imagine that you’re a potential client looking for a financial advisor. Now ask yourself these questions:
- Do these pages present you as a credible financial expert?
- Do the results explain your credentials and what someone can expect when they work with you?
- Do you stand out from other wealth managers as uniquely qualified?
- Would you contact your office, based on what you see on this first page of search results?
If the answer is “no” to any of the above, you’ve got some work to do.
2. Build a Professional-Looking Website
Whether you’re working for an established firm or you run your own company, a professional website is a must. Nothing will turn a potential client away faster than a poorly designed DIY site.
If you have a profile page on your firm’s website, make sure it’s completely filled out with your credentials and specialties. If you’re launching your own site, make sure to choose easy-to-read fonts and high-quality images. Rather than talking too much about yourself, focus on how your financial services can help clients achieve their goals.
Of course, you may not have the expertise or desire to build your own website. If that’s the case, you can hire a web designer to create the site for you.
3. Master the Basics of SEO
Even if you have the best financial advisor site on the web, no one will find it if it’s not optimized for search results. If you’re serious about learning how to market yourself as a wealth manager, you need to at least know the basics of SEO.
We don’t have time to dive into Google algorithms and the other factors that make up SEO best practices. At the very least, you should understand how to:
- Write title tags and meta descriptions
- Optimize images
- Include keywords in headers and URLs
- Insert internal and external links
- Optimize page speed
- Ensure your site is responsive for mobile users
Of course, there’s a lot more that goes into SEO, but these best practices will get you started in boosting your online visibility. You might also consider outsourcing SEO to a professional or working with a marketing coach if you want to learn more.
Social Media for Wealth Managers
So, you’ve got a great website and you’re working on your SEO. The next step in how to market yourself as a wealth manager is to promote your services on social media.
LinkedIn is an obvious choice for financial advisors to connect with potential clients, but don’t limit your efforts to just one platform. Do some research to find out where your target audience spends the most time online. Is it Facebook? Instagram? TikTok? Twitter?
Once you’ve honed in on the best places to reach your audience, incorporate these tips into your social media marketing strategy.
1. Use Plain English
You studied for years to become a financial expert, but the majority of your clients won’t know the difference between a bull market and a bear market. Before you start throwing around jargon like NAV and ETFs, think about how to explain complex financial ideas in simple terms.
When you share industry articles and news on your social media channels, don’t forget to “translate” the key concepts into everyday English. The same is true if you launch a financial blog or post informative videos on YouTube.
At the same time, be sure not to talk down to potential clients either. Anyone who’s amassed enough assets to need a financial advisor is going to be an intelligent and accomplished individual. Focus on the educational aspects of your job while ensuring you explain unfamiliar financial concepts.
2. Make It Relatable
Speaking of financial jargon, another sure way to distance potential clients is to only focus on the “big picture.” Yes, what’s happening on Wall Street is important, but no one cares as much about the Dow as they do their personal lives.
How will your services improve their everyday lives? How will your services enable them to have a more comfortable retirement or send their child to an Ivy League school? What advice can you offer to help them improve their financial situation and make wise decisions today?
Social media is also the place to showcase the value you bring to your clients’ lives. Prove that you’re more than just an investment expert by offering advice on an array of related topics. These might include tax laws, business growth, college funding, and family planning.
3. Respond to (All) Questions & Comments
Social media is less about the “hard sell” and more about getting to know your future clients. As you grow your audience and gain followers on social media, be sure to engage with them.
Ask questions in your posts and monitor your accounts for answers. Respond to any questions quickly. Thank users who take the time to leave a comment or tag a friend.
What happens if someone posts a negative comment about the industry or leaves a poor review of your services?
Don’t shy away from it or get defensive. Instead, respond in a kind and tactful manner. Apologize for any misunderstandings, if necessary. If someone is critical of financial services in general, explain what makes your firm different and trustworthy.
4. Humanize Yourself
While the majority of your marketing efforts should focus on providing value for the client, it’s important to introduce yourself too. Yes, you’re a financial advisor, but you’re also a person with a unique personality and interests outside of work.
Let potential clients see the “real” you through social media. In a written post or video, answer questions such as:
- How and why did you become a wealth manager?
- What do you love most about your job?
- What’s the most rewarding aspect of working with your clients?
- How do you achieve a good work-life balance?
- What hobbies or interests do you have outside of work?
- What personal challenges have you overcome?
Of course, you always want to appear like the professional you are, so avoid disclosing too much personal information.
Part of the reason people use social media, however, is to seek out those personal connections. A doctor might be more inclined to contact you if they know you came from a medical background. Someone who’s passionate about sailing might reach out to you if they know you’re a sailing enthusiast too.
The point is this: The more relatable you are as a person, the more likely someone is to pick up the phone and inquire about your services.
How to Market Yourself as a Wealth Manager: Keep Learning
Wealth manager marketing has changed dramatically in the past two decades. Even in 2020, client communication during the pandemic has evolved, forcing every company to rethink its strategies.
If you weren’t already focused on digital marketing, it’s time to jump on the bandwagon. A professional website and social media presence are vital if you want to remain competitive and attract new clients.
Of course, when it comes to how to market yourself as a wealth manager, there’s only so much you can do on your own. The truth is that there are only so many hours in the day you can dedicate to marketing yourself and building your online visibility.
This is where professional wealth manager marketing services can make all the difference. From in-depth business evaluations to the latest marketing tips, we at Advisor Wealth Mastery are here to help.
Call our office at 303-808-8719 or use our contact page to get in touch. Our friendly team is standing by to answer your questions and get you on the path to wealth manager marketing success!