The $0 adviser marketing strategy

by |
Not every adviser can afford a huge marketing strategy so here is one that costs nothing, says Maggie Crowley, blogging for U.S. FPA Practice Management Center.
If you’re like many advisers, after you shell out for the essentials of running a business, your marketing budget may look a little slim. Well, good news! If you play your cards right, it’s possible to have a great marketing strategy…for free!

Here are four cost-free marketing ideas for those of us who don’t have an in-house marketing team and can’t afford the luxury of outsourcing our marketing efforts.

Email Signature
During a normal workday, people send and receive more than 100 emails, on average. That’s a lot of emails. Leverage this technology by updating your email signature. Instead of handing out business cards left and right, let your email signature do the work for you. These days, everyone has a computer, tablet or smart phone within reach. Definitely include your contact information, social media handles and website (if you have one). Dig a bit deeper and include something really interesting about yourself or your firm. Need some inspiration? Check out the Top 10 Best Email Signatures.

I’ve written quite a bit about why financial advisers should blog. Essentially, there are two huge reasons:
1.      Blogging creates fresh, new content that is great for boosting your search engine ranking, and
2.      Sharing your knowledge and expertise online in the form of a blog provides a platform for you to become a thought leader and expert in the industry.
While we usually encourage advisers to blog in order to improve their website, I think it’s equally important for those who don’t have a website. Blogging will allow advisers with no web presence to validate their firm and their existence.

This is kind of a prerequisite to becoming a financial adviser, but it’s worth mentioning again. I think many advisers will argue that this isn’t necessarily a free technique, and I’ll agree, in many cases it’s not. But, it’s possible to network for free. Look around; there are many free networking events that may not be called “networking events”. For instance, consider volunteering. Find out what charities and/or non-profit organisations are holding fundraising events within the coming months and figure out a way to get involved.
Figure out which organisations your ideal clients participate in and begin by simple making a few phone calls. You will be building great relationships and meeting prospects and leads in no time.

… And Then Get on Social Networks
Social media is essential to an adviser’s marketing strategy whether or not you’re on a budget. It’s clear that your target market is on social media and you should be, too. How do advisers succeed on social media? With an organised strategy and by being consistent. We post plenty of suggestions about how advisers can take advantage of social media on our Advisor Websites blog.

If you have to limit your time to one social platform, go for LinkedIn. Check out our free guide: The Financial Advisors Guide to LinkedIn.

If you have a small marketing budget, we suggest putting it toward an awesome website. For a minimal monthly fee, it’s possible to manage all of the ideas mentioned here through your website. A great web presence provides the most bang-for-your-buck, especially if you’re on a budget.
Article first published here.