How Can Financial Advisors Use Digital Marketing To Promote Their Brands?

Let’s not get the proverbial cart in front of the horse. Financial advisors have to create brands before they can promote the brands they created. In this case, it is a distinction with a major difference.

Most financial advisors have built their brands around their services, professional staff, culture, and distinguishing characteristics. For example, a firm may be:

• A relatively small boutique that describes the size of the firm
• A financial fiduciary that protects the interests of clients
• A fee-only firm, which is the right way to pay for financial advice and services
• An independent firm that is owned by principles (not banks or insurance companies)

This short list of core characteristics begins to lay a foundation for the branding that describes the financial advisors’ firms.

Real branding occurs when financial advisors convert these features into important benefits. That is because investors buy benefits and not features. For example, how does a financial fiduciary benefit investors who use the services of RIAs and IARs?

All of this branding information should reside on the websites of the financial advisors under headings (top navigation) that include:

• About Us (firm information)
• What We Do (descriptions of the advisors’ services)
• Who We Serve (descriptions of the advisors’ primary types of clients)
• Why Select Us (descriptions of differentiating characteristics)
• Resource Center (financial information)  

The best websites on the Internet, if they are not brand names, do not produce their own traffic. They need Internet visibility, SEO, and/or SEM, to produce traffic for their websites. 

These digital marketing services are key to promoting the brands of financial advisors. They use SEO to produce their own traffic or they can buy the visibility with paid advertising campaigns (SEM). Either way, the investors who find them are going to visit the websites of financial advisors to learn more about them. This is the financial advisors’ opportunity to promote their brands. 

The clearer the description of the brands on the Internet the easier it will be for investors to make the decision to contact financial advisors for interviews.

Digital marketing sales funnels start with building brands, followed by promoting brands, followed by producing leads that advisors convert into revenue-producing clients.

There are no shortcuts when the brand invests other people’s money.

For more information about financial advisor branding techniques, connect with Paladin Digital Marketing today!