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Building strong, trust-based relationships is at the heart of a successful financial advising business. But those connections don't just happen during one-on-one consultations; they start with your marketing strategy. To stand out from the competition, you need to present yourself and your firm in a way that encourages potential clients to get to know, like, and trust you before they even meet you.
While big corporations rely on clever slogans and slick branding to connect with customers, your clients want to hire a real person – someone with whom they can entrust their financial future. Your marketing is a tool to build that trust, emphasizing the personal connection and hands-on guidance you offer compared to larger, more impersonal firms.
Here’s how to infuse your marketing with your personal touch.
Professional photographs create familiarity and trust
Professional photography is worth the investment. Your marketing is not the place for outdated headshots, selfies, or office snapshots captured on your smartphone. To project a sense of professionalism and competence, you’ll need updated headshots and team photos taken by a skilled professional with proper lighting. And you should always look like the best version of yourself – now – so prospects recognize the advisor they meet in their initial consultation.
Incorporating high-quality images in your marketing materials, whether candid shots at the office, events, or in your home, helps show your personality and convey success. Even for casual branding, photos should evoke a sense of wealth and stability without resorting to clichés. If personal photos aren’t an option, high-quality stock images that resonate with your target audience can also work.
Once you have the right photos, update your website and online platforms with them to reflect a consistent image throughout all your marketing channels.
Sharing your story helps prospects feel connected
One of the best ways to forge powerful connections with your target audience is through storytelling. Sharing the "why" behind your journey as a financial advisor offers a glimpse into who you are. Potential clients want to know the driving force, values, and motivations that led to doing the work you do and opening your firm. Incorporating your personal narrative into your website copy, bio, and marketing materials humanizes your firm’s brand.
Did your successful grandfather inspire you? Did you watch your parents struggle in retirement? Did learning about compound interest during your freshman year of college change the trajectory of your finances? Did your family’s vacation home provide the backdrop to a lifetime of memories, so you want to help other families achieve similarly impactful financial goals?
Your website, bio, and marketing materials are the perfect platforms to weave in these personal narratives. Of course, your training and experience are important, but it’s your unique story that makes you memorable. It can be a potent strategy for building rapport with potential clients and the relatable stories you share can become memorable touchpoints, fostering trust and cultivating relationships.
Personalize your brand with video
It’s been said that a picture is worth a thousand words, and a video is worth exponentially more. By adding a video to your firm's homepage, you’re welcoming the visitor in and introducing yourself with a personal touch – putting a face and voice to the brand.
Prospective clients will get a glimpse of you in action as a confident professional as you offer insights into the firm's culture, mission, and the people behind it. A video has the power to convey not just information, but also emotion and sincerity. It offers a different, more intimate kind of connection than text and static images can provide. This immediate connection can make you more relatable and hint at your commitment to client service.
A professional, well-crafted video captures attention and makes visitors more likely to engage, stay longer on your site to enhance SEO (search engine optimization), and ultimately consider your firm for their financial needs. It's a compelling way to leave a lasting impression.
Establish your reliability and expertise with a newsletter
An email newsletter is another great way to add a personal touch to your financial advisor marketing. It’s a reliable method for building relationships with existing customers and prospects alike. Consistently showing up in your clients’ and prospects’ inboxes allows you to share timely financial advice, establishing you as a trustworthy expert. We’ve seen email newsletters become an indispensable part of a marketing strategy for independent firms.
Email isn’t just for sending updates; it’s a tool for nurturing meaningful relationships that could turn interested parties into long-term clients. The trick is to go beyond mere financial updates. Personal stories, useful insights, and actionable advice make your newsletters resonate on a deeper level.
To get people on board, add a sign-up form on your website and sweeten the deal by offering worthwhile resources. Once they’ve signed up, a welcome sequence can lay the groundwork, introducing your firm and inviting new subscribers to a no-strings-attached consultation.
Consistency is your friend here. Make it a habit to send out regular newsletters. This not only signals that you’re reliable but also keeps you fresh in recipients’ minds. To enhance this sense of familiarity, use a branded email template that includes your photo.
A personal touch creates trust in marketing
Incorporating your individuality into your financial advisor marketing efforts does more than just set you apart – it creates a lasting impression that builds trust and engagement. By authentically showing your unique values and personality, you not only differentiate yourself in a crowded market but also pave the way for genuine connections with your audience.
Ready to take your marketing to the next level? Just not sure where to start? Our worksheet can help! Get clarity on your specific goals, desires, and needs so you can create a marketing plan that delivers the results you want. Click here to download your Marketing Foundations Self-Assessment Worksheet.
Crystal is the founder & CEO of Crystal Marketing Solutions (CMS), a marketing agency dedicated to collaborating with independent financial advisors. To learn more about how CMS can help you go to: crystalmarketingsolutions.com
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
