Marketing and how we do business are always evolving. This has been especially true over the last few years. As we move into a new year, we need to look at embracing new tactics, or revisiting older methods that have become viable again.
For agents and advisors specifically, there are a few trends and tactics that should play a huge role in your 2024 marketing plan.
Educational Marketing
Educational marketing is a strategy that involves creating and sharing valuable content to educate and inform your target audience. For financial advisors, this approach is particularly effective because it not only helps build trust but also positions you as an authority in your field. Here are some key aspects of educational marketing for financial advisors:
- Content Creation: Develop high-quality content that addresses common questions, concerns, and topics relevant to your audience. Types of content can include blog posts, articles, whitepapers, e-books, videos, infographics, and webinars.
- Personal Finance Tips: Provide practical and actionable personal finance tips that your audience can implement in their daily lives. Complex financial concepts need to be translated into easily understandable information.
- Market Updates and Insights: Share regular updates on market trends, economic indicators, and changes in financial regulations. Interpret these updates in a way that is accessible to a broad audience.
- Investment Education: Explain different investment strategies, asset classes, and risk management principles. Create guides that help clients understand the rationale behind investment decisions.
- Retirement Planning Guides: Offer comprehensive guides on retirement planning, covering topics such as savings strategies, tax implications, and investment options. You should also attempt to break down retirement jargon and provide step-by-step plans.
Digital Dominance
Digital marketing still dominates the landscape and remains a crucial way for financial advisors to connect with clients, build brand awareness, and stay competitive. Here are some key elements to consider for a robust digital marketing strategy:
- Search Engine Optimization (SEO): Your website should be ripe with keywords relevant to topics your audience is searching for online. The site should also be easy-to-navigate, fast to load, and optimized for mobile use.
- Social Media Presence: Firstly, you need to determine and focus on the social media platforms most used by your target audience. Are they on Facebook? LinkedIn? Instagram? Is TikTok worth looking into? Build your presence on these platforms by sharing a mix of curated and original content. Engage with your audience in the comments sections when possible. Also, consider paid advertising to expand your reach.
- Marketing Automation: Automation has become increasingly powerful and popular over the years. Many businesses implement automated workflows for lead nurturing, drip email campaigns, and social media scheduling. Using automation tools can tackle some of these repetitive tasks for you so you can focus on growing your business.
Client Reviews and Testimonials
Word-of-mouth marketing might sound a little old-school, but it’s enjoyed quite a resurgence in the last couple of years. Consumers trust other consumers more than a flashy ad or talking head. For instance, you probably scan the user reviews on any given product before ordering online, don’t you? The same applies here. Leverage your existing clients’ positive experiences by encouraging them to leave reviews and testimonials online. You should also carve out a section of your website and other marketing materials to showcase these success stories.
Year-end Planning
Do you want to make 2024 pop? To help your business reach new heights next year, IAMS has prepared a complimentary Year-End Planning Sales Package. This package includes the following:
- New Year Revitalization Guide: Discover effective ways to evaluate your year, craft a stellar marketing plan, and understand that success is more than just production numbers.
- Consumer-Facing Year-End Financial Planning Checklist: Uncover crucial details from your clients and prospects, helping you identify their unique planning needs.
- Policy Review Kit: Engage your clients and prospects with effective tools for policy reviews, a low-cost and effortless strategy that can be conducted virtually anywhere.
Get a head start in the new year by claiming your complimentary sales package now! Click below or call (800)255-5055 to request your kit today!
