Content Strategies To Differentiate Your Brand And Grow Your Business

Unlock the secrets to standing out from the competition and crafting a compelling value proposition! As an advisor, effectively marketing your services is crucial, but can be difficult to find the time and resources.
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In this webinar, Chief Marketing & Experience Officer, Susan Theder shared actionable tips that you can implement right away to refine your website copy, social media messaging, email communications and more!

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Here is your summary to skip ahead or scan through below.

  1. The Quality Of Your Communications Are Tied To Your Growth [2:48]
  2. What’s The Best Way To Increase Your Communications? [4:06]
  3. Five Behavior Science Techniques [12:32]
  4. What Are Your Monthly Content Goals? [18:36]
  5. Marketing Tips to Grow Your Business [27:02]
The Quality Of Your Communications Are Tied To Your Growth [2:48]

The Quality Of Your Communications Are Tied To Your Growth [2:48]

  • Top-performing firms are far more likely to have a documented marketing plan, an ideal client persona and a defined value proposition.
  • According to a YCharts survey, almost 90% of all respondents, and more for higher net worth, said communication mattered to whether they retained their advisor.
  • 47% of people wished their advisor talked to them more frequently.
  • A similar percentage said their willingness to offer a referral depended on their communication style.
  • Keeping an open line of communication helps to put your clients at ease and shows that you are a trustworthy advisor who cares about their well-being.


What’s The Best Way To Increase Your Communications? [4:06]

What’s The Best Way To Increase Your Communications? [4:06]

  • According to a YCharts survey, 72% of people surveyed want to be contacted via email. 45% want to be contacted via phone and 35% want to be contacted via text message.
  • Focus on what people are looking for: there is a huge gap between client expectations and services rendered.
  • Studies show, that people want one provider and point of contact for everything as this helps communication to go smoother.
  • Do not use jargon. Write so that a sixth grader can understand what you are saying.


Five Behavior Science Techniques [12:32]

Five Behavior Science Techniques [12:32]

  • Technique #1- It’s not about how we think but how we feel. If emotions are involved then people are more likely to connect with you.
  • Technique #2- People are twice as motivated to avoid loss than to achieve the benefit of gain, so talk about “biggest mistakes” or how clients may miss out on something.
  • Technique #3- Giving people an option makes them more likely to make a decision.
  • Technique #4- Labeling. Reinforce how your target wants to be seen.
  • Technique #5- Authority Principle…remember that content shows your expertise. People respond to those who appear to be knowledgeable and are a source of information.


What Are Your Monthly Content Goals? [18:36]

What Are Your Monthly Content Goals? [18:36]

  • Your website is the most important part of your marketing. Remember you have five seconds to make a good impression.
  • Website, Email and Social are the foundations of a strong content plan.
  • According to an eMoney survey, 63% of consumers say informative and educational content would make an advisor stand out.
  • Blogging: Write 2-3 a month (1 financial planning, 1 timely, 1 human interest).
  • Email marketing: Write 2-4 emails a month (1 timely, 1-2 planning related/general, 1 newsletter).
  • Social media: Try to do 6-12 social posts per month (2-4 financial planning, 2-4 shared media articles, 2-4 non-financial).
  • Surprise and Delight WOWs: Do 1-2 a quarter (This should be random acts of kindness. Sending birthdays and anniversaries are great, but these go beyond that!)


Marketing Tips to Grow Your Business [27:02]

Marketing Tips to Grow Your Business [27:02]

  • Focus on topics that your clients care about. Based on the niche that you serve, write about the things that will impact them the most.
  • Think about timely financial planning topics. Based on what is happening in the news, share ways that this could affect your clients and show how you can help.
  • Sprinkle in human interest (Write once and repurpose three different ways whether that’s with your blogs, the emails you send, social media posts, videos and more!)
  • Remember to get to your audience first! If you don’t contact your clients enough, they are four times more likely to seek outside information.
  • When you’re on social, be social (Share good deeds, share motivation, share speaking engagements and recognition).
  • 58% of advisors would be open to hearing from advisors on social media
  • Using AI in your marketing (ChatGPT, Claude.ai and Bard).


Supplemental Resources:

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