You know about marketing automation, but what exactly are the benefits of implementing it into your strategy? In this article, we cover seven benefits marketing automation provides for financial advisors.
1. Keeping Your Marketing Channels Active
From optimizing marketing time to determining which clients and prospects should receive the most focus, financial advisors and firms can realize much more with marketing automation. Automation software and systems can handle tedious marketing tasks. However, the ultimate benefit lies in the numerous types of marketing automation that can make financial advisors’ jobs much more manageable. They include:
- CRM Automation
- Social Media Automation
- Mobile Marketing Automation
- Email Marketing Automation
- Content Marketing Automation
- Analytic Tracking Automation
- and more
From more productive communication to brand building, marketing automation covers a lot of ground. It gives advisors a way to engage multiple channels without needing to expand (and, in some cases, can even reduce) their workload.
2. Making Time for the More Important Tasks
Financial advisors are busier than ever, keeping up with industry advancements and learning the best ways to reach more prospects. However, advisors can often work with tasks that don’t immediately impact revenue. By leveraging marketing automation, financial advisors can expedite that “busy work” and focus on the more essential elements of financial services: prospects and clients.
The benefits of technological advancement lie at the heart of marketing automation solutions. Tasks and projects that once took days now take hours, and what took hours now takes minutes. This decrease in time spent on marketing means that advisors can spend more time improving their expertise, researching trends, and working on other endeavors that can have a more immediate impact on the growth of their client base. With FMG, you can save time with robust marketing automation to make setting and forgetting your marketing easy and effective.
3. Having More Effective Spending
One of the key benefits of a marketing automation system is the time saved with marketing efforts, which results in decreased labor costs. Reduced labor costs mean marketing budgets can be trimmed, and savings can be invested in other areas. Imagine enjoying better marketing results AND having more money to invest in a more considerable ad spend for brand building, elite talent, or numerous other opportunities for increasing AUM.
Another cost savings inherent in effective automated marketing systems is that they market better. Through integrated analytics, marketing technology can find opportunities, weed out poorly performing marketing efforts, and enhance efforts that perform well. This analysis often leads to marketing avenues that might have otherwise gone unnoticed. Simply put, effective marketing technologies determine what efforts provide the most ROI.
4. Scaling for Growth
Because scalability is a critical element of modern software and systems, investing in marketing automation solutions from reputable vendors will support short—and long-term growth. This automation will increase market reach today and support the growing audience of even the most ambitious advisor or firm. Advisors will no longer get stuck in place, as their automation will find new ways to grow and directions to market towards.
- Nurturing Leads: Automate follow-up emails to keep prospects engaged
- Segmenting Clients: Tailor content and offers based on client demographics or interests
- Running Drip Campaigns: Schedule a series of informative emails to educate prospects
- Utilizing Social Media Posting: Schedule posts across platforms to maintain a consistent presence
- Personalizing Content: Use data to deliver relevant articles, videos, or webinars
- Allowing Appointment Scheduling: Allow clients to book meetings directly via your website
- Running Referral Programs: Automate tracking and rewards for client referrals
- Measuring Performance Analytics: Measure campaign effectiveness to optimize strategies
As digital marketing continues to evolve and become more complex, it becomes more critical that processes, systems, and automation can scale with growth. Many in the financial services industry should know that the CRM and other systems they used a decade ago are now ineffective. That’s why automation is so crucial; it helps financial advisors continue to scale for growth. With marketing automation, there aren’t ruts to get stuck in because technology constantly evolves and finds new ways to present itself. From there, it’s able to scale for growth.
5. Building a Brand
One of the far-reaching benefits of a marketing automation system is its ability to build a financial advisor’s or firm’s brand. Brand position describes offerings and services and who they are designed for, which is critical for reaching the right audience and building industry authority. A marketing automation system is designed to ensure consistency and get that brand position in front of more targeted prospects and clients.
Without automation, aligning brand personality, a brand’s story, and brand associations across various marketing mediums would be difficult. The specific traits of a brand’s personality, the story behind a brand’s history, and even the logos, colors, fonts, and taglines associated with a brand must be consistent and complementary to build credibility and trust.
6. Expanding Your Communication
Automated marketing systems excel at streamlining communication between a financial services advisor or firm and its targeted audience. From determining what content best analyzes an audience’s feedback to adjusting its efforts to create stronger relationships, an effective automated marketing system can analyze this two-way communication and adapt its efforts to develop stronger relationships. Automated marketing is built to “listen” to consumers and adjust the marketing approach accordingly. In addition, when it comes to emails, FMG’s automated campaigns have an average open rate of 33% compared to the industry average of 23%.
One of the less obvious benefits of a marketing automation system is its impact on communication between departments. The common adage that marketing and sales can’t coexist comfortably is a prime example of how automation can transcend traditional barriers. Sales departments historically blame marketing departments for a lack of leads, and marketing often feels that sales squander those hard-earned leads.
7. Growing Your Social Media
While having a social media presence is necessary, it is very time-consuming. Between updating profiles, responding to clients and prospects, creating and sharing relevant content, and managing the various social media accounts, effective social media marketing is a full-time endeavor. Social media automation is designed for efficiency, brand building, and enhancing a targeted audience’s experience, but even the most advanced system can’t replace the human interaction that builds relationships. Someone will still have to engage in meaningful conversations, reply to queries, and moderate comments. However, the time investment will be far less with the right marketing automation system than with traditional social media marketing. That’s why FMG’s automation tools include social foundations that make it easy to post consistently without worrying about doing it yourself.
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