Financial Services Marketing

Financial Services Marketing is very similar to financial advisor marketing. You are generally just catering to a wider audience of professionals in the financial advisor and financial planning business.

When you are working on improving your financial services marketing, the first thing to consider is what specific area or prospect are you marketing to? Is it financial planning for individuals, businesses, corporations, non profit organizations etc.

When you work on your marketing it is crucial to do a empathy profile for you prospect. This allows you to get inside their head and put yourself in their shoes. What are their needs? What are their goals? What are their strategies? If you can answer these along with some other similar questions from their perspective, your marketing will answer directly to them, which in turn will develop trust and confidence that you have their best interests at heart.

After identifying these things, the same principles to basic financial advisor marketing apply. That is using Direct Response Marketing to write copy and create offers that entice the prospect to take a very specific action that moves them towards becoming a client.

Do you want them to call your office for a free consultation? Then make the phone number the most obvious action you want them to take. Do you want them to enter there name and email on a website to receive a free report on your services? Then make that the most obvious response for them to take.

Another important point to keep in mind is what is the minimum amount of captiol that you need from a client to invest to take them on? If your working with an individual where the typcial investment is a few thousand dollars then you most likely don’t need to go crazy and spend a lot of money trying to impress them to earn there business. If your going after a corporate account that will hand over millions for you to invest with, then you need to take a much different approach. Recognize what a client is worth to you and then get an idea of what you can afford to spend to gain clients in that price point. Corporate and high level clients are going to need a lot more smoozing and catering to so that you can earn their business.

As with any other Financial Services Marketing, be sure to check with your compliance department, if you have one, to make sure that your copy, ads, etc. all fit within what you are allowed to send out to prospects.