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Inbound marketing is the buzz. Social media is the rage. None of this has been done before in financial services. It is indeed unique and requires today's financial advisor to create a relevant and unique message tailored for the ideal client persona. The one with whom they intend to connect, serve and partner equally to achieve life-long success. Financial advisor marketing is fast moving into the brave, new world!
The financial advisor is THE most important professional over all other trusted advisors. Unfortunately, today's American citizen doesn't fully appreciate or understand the role of a true wealth advisor. Therefore, it's up to those who wish to stand out from the crowd, to rise up and get their message heard.
Begin to use the new tools available to be found. Most financial advisor marketing messages of old were intrusive and interruptive. Take the old approach to client acquisition. Smile and dial and bet a bunch on a hunch. Take out the yellow or white pages and get going. This method was so interruptive; movies were made about it that drew loads of laughs…and poignancy (If you have never done so, check out Glengarry Glen Ross – The leads!)
The United States Government created a do-not-call list so that Americans could be protected from the swarm of callers seeking to drop a ticket. Today, the elegance and simplicity and use of social media is about inbound marketing. Creating relevant content that is tailored for a specific audience who can find you with ease. It seems everywhere I go, I keep hearing about Linked In, Facebook, Twitter, StumbleUpon, etc. Most financial advisors I speak with are frozen awaiting for FINRA, the SEC or their broker-dealer to make a ruling. And in the meantime, because it's something new and requires some new skill and learning, they are doing nothing. Obviously, following compliance regulations and acting in a prudent and professional way is highly recommended.
Get after new learning. Create great content. Publish that content. Start a blog. You have a message. You need to be heard. When you sit down with a new prospect, you know exactly what to say. Say that out loud for all to hear and you will be found, by those who feel that message was published for them to see. This takes time and energy.
Instead of hosting that rubber chicken seminar; instead of that board meeting that has yielded very little success or that country club membership that costs more than it's worth, strike out and try something new. Set up a LinkedIn account. Sign up for Twitter and just follow smart people, great marketers and other financial advisors. I've set up a list on our Twittter @clientwise of the financial advisors we've found on twitter.
Get in the game, dial up your financial advisor marketing, have some fun, and stay compliant.
Be unique!
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