One of the first challenges that financial planners will face is getting clients. There are several ways to obtain new clients, but you must be cautious in which avenue you choose. You may have heard of cold calling or hitting the pavement. These methods can work, however, there are more efficient options for obtaining new clients. So how do financial planners get clients? In this article, we will provide several strategies that financial planners can implement to find new clients.
How do financial planners get clients?
To be a successful financial planner, you’ll need to build relationships and make connections with people. This is one of the most important traits that a financial planner can have. You’ll also need a way for potential clients to find out about your services, whether it be through a search engine, social media, or Google business listing, they will all be directed back to your financial website through the use of digital marketing. So it’s vital to ensure your website helps build trust with your target audience, helping convert them into clients. So, how do financial planners get clients? Below we have outlined 5 strategies that will help you get more clients as a financial planner:
1. Target a Niche
Making a living in the financial services industry is tough. There are so many companies and independent professionals who offer similar services to consumers, that it can be difficult to stand out from your competitors. One of the keys to success as a financial planner is to target a niche that you can tailor your service offering to, making it more appealing by providing value specifically to them. In order to target the right niche, it’s key to understand what your strengths are, how you can help people the most, and then market yourself as the perfect fit for that audience. This will help you grow your client base a lot faster than marketing your service offering to everyone and providing far less value.
2. Create An Engaging Website
A financial planner needs an informative, easy to navigate website that will generate leads in today’s competitive environment. Successful financial service companies provide information on the services they provide, like retirement planning or investing so there is no need for potential leads to go elsewhere looking for help. It should be engaging and provide value for first-time visitors as well as existing customers.
The first step in designing your website would be to choose which design style you want: do you prefer modern simplicity? Or are you looking for something more classic that says "trust"? Consider what will attract your target audience before moving forward. Once this has been determined, consider the different fonts, colours, images that will be used and ensure they are appropriate to your target audience. Clear navigation is vital so that your audience can find exactly what they are looking for.
Designing a website is hard enough. But making a website that is engaging and optimised to convert your target audience into clients requires strategic thinking and experience. If you don’t have the experience, time or knowledge to create your own website, then we recommend reaching
out to a professional to create your website to ensure that it converts your target audience into clients. Capital Design is a leading creative agency in the financial sector because we do more than just create beautiful websites. We use proven conversion techniques to help you build trust with prospects, converting them into long term clients.
3. Grow Your Client Base Online Using Search Engine Optimisation (SEO)
In this digital age, it's becoming more and more difficult to find clients. Especially in the face of stiff competition from other financial professionals vying for a share of the business pie. The solution to attracting prospects to your firm is through SEO marketing. The process of SEO starts with creating a compelling website that is optimised for keywords relevant to your financial service offerings, then continuing these efforts with regular on-site optimisation and content updates in order to increase your online visibility and attract prospects through digital marketing. It's key that the content you create provides value to prospects to give you credibility and gain their trust. The process of creating value could focus on free resources or articles that are posted to your blog to help prospects save money. There are many ways to create value, however, it is important to ensure you are consistent with your marketing efforts; creating a process that you can follow to create brand awareness and increase sales.
A poorly optimised website can be the downfall of an otherwise successful digital marketing plan, but with experience and creativity, it's possible to make your content stand out from competitors. While it may not be easy, if implemented correctly SEO can generate a great ROI, and be one of the most affordable marketing strategies available. Financial planners will find that partnering with a financial SEO expert will be a valuable investment, letting them focus on running their firm.
At Capital Design, we specialise in helping financial service companies grow their visibility through search engines by creating content that ranks high for relevant keywords so potential clients will find them when they search Google.
4. Leverage Social Media
Attention to detail is essential when it comes to the increasingly competitive and fast-paced profession of financial planning. To attract and nurture quality leads to your business, a good social media strategy is key. Social media platforms like Facebook, LinkedIn and Twitter can increase your audience and allow you to gain more clients. You can share a piece of relevant content and reach thousands of people with it, quickly. Imagine writing an article about retirement planning in your 50s to target that age group with Facebook ads and get those specific people to read your post. That's the power of social media.
5. Drive Local Traffic Using a Google Business listing
A Google Business listing is a great way to get local traffic. You can add your business information like name, address and phone number. On top of that, you'll also have the ability to upload photos as well so potential clients can become familiar with your branding. The main benefit of creating and optimising a Google Business listing is that people searching for a financial planner in your local area will be able to easily find your business. Once they have found you, they will be able to either click through to your website, get directions to your office, or call you directly to enquire about your services.
How much do financial planners spend on marketing?
A financial planner should expect to spend 4-10% of their revenue on marketing. If you are spending closer to the 4% mark, then your biggest investments should be in your website and SEO (search engine optimisation). According to a Kitches research study, the average client acquisition cost of a financial advisor is $3,119 per client (see image below).
SEO came in as the second most cost-effective marketing strategy, after client referrals. Local SEO is focused on driving qualified leads to your website where they can learn more about your services. An example of a local SEO search term is “financial planner near me” which is one of the most popular financial planner-related Google searches. At Capital Design, we are financial SEO specialists. We will help you increase your client base and revenue stream, no matter where you're at with your growth right now.
How can I grow my financial planning business?
Financial planning is an exciting and fast-growing field. From building trust with clients, to networking events, below are three steps that you can take to help your financial planning business grow.
1. Build Trust With Clients
When it comes to establishing trust, honesty is the best policy. Be open with clients and provide them with a complete overview of your services and fee structures. As a financial planner, you have the pivotal responsibility of helping clients achieve their financial goals with a strong financial plan. But sometimes these clients aren't clear on what those goals are. Figuring out what they want and need is a key part of your work, one that requires patience and creativity to overcome any communication barriers. This can make the difference between having a client that may stay for a year and a client that trusts you, including the financial plan you create and is committed to a long term relationship.
2. Network With Potential Clients
Networking is a key skill for financial professionals and attending conferences is one way to do so. Attending conferences will allow you to meet potential clients, which can lead to more business opportunities in the future. Instead of trying to sell your services, work on building genuine relationships with potential clients, taking time to understand why they are there and how you can help.
Another networking opportunity is speaking to other financial professionals. Mutually beneficial relationships can be formed with other professionals that have similar audiences, but different non-competing service offerings. One of the best ways to build a client base as a financial planner is by using referral sources.
Referrals are often one of the most effective marketing tools because people tend to trust others' judgement about their services and products more than they do ads, which can be seen as overly self-serving. With your business, it should not take long for word of mouth referrals from other professionals to lead to new customers who may turn into loyal brand ambassadors themselves. This will start to generate referral traffic to your website where they can find out more about your services and contact you to create a financial plan, increasing your client base.
3. Become An Authority In Your Field
Attend industry conferences to stay up-to-date on the latest trends and developments in financial planning. Not only will you be ahead of your competition, but staying up-to-date will make it easier for you to give advice from a position of authority. If you feel you have something to contribute you could also ask to speak on a certain topic, which would position you as an authority within the industry.
Financial planning is a huge industry, but it’s also one that can be difficult to get new clients. As a financial planner, you need to be creative and find ways to stand out from your competitors. The reality is that most of these planners do not have the time or resources necessary to create marketing materials that will help them attract new clients. We understand how important it is for you to focus on what really matters – building long-lasting relationships with your current clients and finding new ones. At Capital Design, we help financial planners connect with their target audience through compelling brands, bespoke websites and results-driven digital marketing strategies that help them get more clients. If you would like to get more clients then contact us to book a free, no-commitment consultation or call us on 0432 412 024.