The Online Marketing Institute has shown it takes between 7-13 touches with a client before you make a sales-ready lead. One of the best ways to create enough touchpoints is to publish content online. This content can come in different forms, including articles, social media posts, podcasts, videos, emails, and other content.
For businesses, the content published has to be relevant and relatable to the target audience, while simultaneously promoting the brand. It’s also an opportunity to feature the benefits of a product or service, and carve out a niche amongst competitors.
One of the best ways to accomplish these digital marketing goals is for a business or professional to demonstrate their expertise in their particular industry or domain. Sharing your expertise with others can be a key component to your firm’s growth. As outlined below, this can market your business in a way that connects you with more people, fortifies your brand, and ultimately expands your business.
How Demonstrating Your Expertise Helps Grow Your Business
Highlighting knowledge in your industry accomplishes myriad marketing goals. It helps:
How to Market Your Expertise as a Financial Advisor
One of the best ways to become the go-to expert in your field is to take an omnipresence approach to your marketing. This includes being present and active on social media platforms, consistently posting articles on your website, and sending out emails regularly to those who opt-in. It can also include other methods, such as direct marketing, podcasts, and videos. To highlight your expertise as an advisor, you’ll want to focus on financial topics.
Producing enough content can pose its own challenge. If you’re stuck for ideas on what to share, try some of these options:
Industry news: What’s happening in your industry that might be interesting to your target audience? Sharing industry news shows that your organization is tuned in to what’s changing in the financial landscape, which helps establish trust.
Financial tips: Sharing tips on investing, personal finance, and other financial topics is a great way to engage with others and provide value. When you share tips that can help others navigate the world of finance, you become a trusted source.
Interesting facts and observations: As an advisor, you probably come across your fair share of interesting financial facts. Instead of just reading about them and moving on, why not share them on social media, or in a blog post, video, or podcast episode? You can include your observations about them, which can help make you a thought leader on the subject, as well as give the outside world a reason to listen to what you have to say.
Company updates: People are naturally curious, and this includes wanting to know what’s going on inside your firm’s four walls. Have you or your company received an award or accolade? Have you reached a career milestone or goal? Sharing corporate achievements bolsters your image as being an expert in your field. You can also share other updates, such as newly added features and benefits, which can generate additional revenue.
Personal events: Sharing some personal news can help people get to know you, which builds trust. You can even use personal events to showcase your expertise, such as how moving to another state lowered your taxes or how you’re creating a college fund for your newborn.
Unique selling points: What makes you and your firm different from competitors? Be sure to share this online, especially in social media posts. People are constantly on the lookout for solutions. Any benefit you offer beyond the typical advisor can help you stand out and fortify your brand.
Find Your Brand’s Voice
It also helps to find your “voice,” which is how you communicate with the public. Is your tone going to be casual or more formal? Will you integrate humor or a humanitarian viewpoint?
If you’re not sure, think about who your ideal clients would be. You can even create ideal personas, often referred to in marketing as a “customer avatar.” To create your customer avatars, write down the characteristics of your ideal clients, such as their age, occupations, habits, hobbies, and overall lifestyle. You will also want to identify their typical goals, values, challenges, and pain points. After you have a few avatars in place, you can begin to shape the style and tone of your digital marketing strategy.
Once you’ve established the tone and voice of your brand, it’s important to be consistent across different marketing channels. Although you can—and probably should—make small adjustments based on the platform (e.g. slightly more formal on sites like LinkedIn; more conversational on sites like Facebook), being too inconsistent can cause confusion and muddy your brand.
Growing Your Customer Base with Limited Resources
Digital marketing involves a lot of time and dedication. But in order to grow, it’s a necessity. As Goran Paun states in the Forbes article “Building a Brand: Why a Strong Digital Presence Matters,” “Your presence online displays a sense of professionalism that allows you to prove your expertise and stand out against your competitors.”
To build a strong online presence, it’s not enough to post occasionally or solely through one channel. Digital marketing must be consistent, ongoing, and across multiple channels. Large financial firms have the resources to do this, but this can be overwhelming for smaller teams.
The founders of Clout understood this paradox and created a system that helps independent advisors and smaller firms reach and engage with their target audience. Our team of dedicated financial marketing specialists will help identify your most engaged clients and prospects and create new customized content for social media and email campaigns that showcase your expertise.
We’ve made growing your customer base easier and more affordable. Starting at just $13 a day, we can give you consistent visibility and help you build your brand. Plus, you have the option to opt out after 90 days, with no further obligation.
Important Reminder: If you are a regulated advisor, it is your firm’s responsibility to ensure all material is reviewed and given final approval by your internal compliance/legal department prior to publication.