Market in Motion Blog

 
 

3 Rookie Marketing Mistakes You Shouldn’t Be Making

General Marketing 0 Comments

marketing mistakes financial advisors

After setting up our digital marketing suite for over 10,000 financial advisors, we have learned a few things about our clients and their marketing efforts.

We have noticed a few patterns emerge over the last eight years. Here are the three biggest mistakes that we see advisors making on a regular basis.

They Don’t Have a Good Website

Your website serves as the first impression prospects receive regarding your company. We find that most advisors have some website already. However, these websites are too often simply ‘brochure sites’ or simple pages without much design or content that serve as business cards for people looking you up online.

It is no longer enough for your website’s main purpose to be nothing more than giving out your phone number. A website needs to communicate your brand and personality, both visually and through the quality content. It should be equipped with lead capture mechanisms and gated content to lure prospects into joining your mailing list. If you are still relying on a brochure site as your primary online presence, it is time to make a change.

They Don’t Communicate a UVP

It will only become more difficult to stand out as a financial advisor. Ibis World estimates that financial advice is a 56 Billion dollar industry and that despite a few years of contraction, the sector is due to expand through 2022. How are you going to differentiate yourself from the other operators in the marketplace? The answer is your Unique Value Proposition.

Once you can articulate the features and benefits of your service that distinguish you from your competition, it is then your responsibility to communicate your unique position through your marketing. By concentrating on keywords your ideal client would search for and creating insightful content answering your prospect’s real questions, you can go a long way to securing your market share of this growing industry.

They Don’t Have a Written Marketing Plan

It may seem like overkill to some to sit down and write out a marketing plan. It might seem like enough to just dedicate time and energy to social and perhaps some blogging and hope for the best. But the reality is quite the opposite. It is the advisors who take the time to write out their marketing plans and keep them in accessible documents that have the greatest success.

In the Content Marketing Institute and Marketing Profs 2015 B2C Content Marketing Trends report, they found that service professionals who had a written marketing plan were twice as likely to have successful marketing operations as those who just kept it in their head. If you are looking to take your marketing to the next level, consider writing it all down.

It is not easy to create a thriving marketing operation for your firm, but if you avoid these few mistakes and work with a trusted marketing partner like FMG Suite you are sure to achieve success.

If you are ready to start correcting your marketing mistakes today, request a demo of our award winning marketing automation software.

Related Content



Back to blog list



Join Discussion

Still Have Questions?

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

 
Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

 
Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

 
Privacy Policy
 
 

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

 
Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
ZIP *
Phone *
Scan Now
 

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

 
Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

 
Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

 
Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.
 

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."


View Complete Sample
 

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."


View Complete Sample
 

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."


View Complete Sample
 
FMG Suite