How to Write a Financial Advisor Marketing Plan + Template

financial advisor marketing plan

In this article, we will describe what should be included in each component of your financial advisor marketing plan template and provide some marketing strategies that can help you generate leads, build credibility, and strengthen the brand of your financial advising business.

 

What is a Marketing Plan for a Financial Advisor?

A financial advisor marketing plan is a written document that outlines the specific actions you’ll take to generate leads, convert prospects into clients, and retain clients over time.

Your marketing plan should be built around your unique selling proposition (USP), which is the one thing that sets you apart from other financial advisers in your market. From there, you’ll need to develop targeted marketing campaigns, create compelling offers, and craft a promotions strategy that will reach your ideal clients.

Once you have all of the pieces in place, you’ll need to track your progress and adjust your plan accordingly. The best way to do this is to set measurable goals and track your results regularly.

 

Why You Need a Financial Advisor Marketing Plan

There are several reasons why you need a financial advisor marketing plan. First and foremost, it will help you focus your efforts and ensure that you’re making the best use of your time and money.

With a well-crafted marketing plan in place, you’ll be able to track your progress and make necessary adjustments along the way. This will help you fine-tune your marketing efforts and eventually achieve the results you’re looking for.

In addition, a marketing plan will also give you a written record of your marketing activities. This can come in handy if you ever need to justify your marketing expenditures to your boss or a potential client.

Finally, a marketing plan can help you avoid common mistakes that most financial advisors make. By taking the time to develop a comprehensive marketing plan, you’ll be in a much better position to avoid these pitfalls and set yourself up for success.

 

Marketing Plan Basics

A typical marketing plan includes the following components:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Offers
  6. Marketing Materials
  7. Promotions Strategy
  8. Digital Marketing Plan
  9. Conversion, Referral, and Retention Strategy
  10. Financial Projections

 

How to Write a Financial Advisor Marketing Plan

Executive Summary

Although the first section of your marketing plan, it should be the final section of your marketing plan that is written.

In two or three pages, summarize all of the information you have presented in the other sections and include a summary version of any graphs or charts you have included.

You should also include your marketing goals, objectives, and success metrics for the first year of operations.

Target Market Segments

Begin by dividing your potential customers into segments based on their demographics, geography, lifestyle, behavior, or any other factors that are relevant to your organization’s cause. Be sure to explain how you determined these customer segments.

For example, a financial advisor who specializes in working with small business owners might target segments based on business size, industry, or company revenue.

Once you have identified your segments, you’ll need to create buyer personas for each one. A buyer persona is a fictional character that represents a specific type of customer that you’re trying to reach.

When creating buyer personas, be sure to include detailed information about their demographics, behaviors, needs, and goals. This will help you develop targeted marketing campaigns that are more likely to resonate with each segment.

Unique Selling Proposition (USP)

Your USP is the one thing that sets you apart from other financial advisers in your market. It’s what makes you unique and it’s what will make prospective clients want to do business with you.

To develop your USP, start by brainstorming a list of all the things that make your financial firm unique. Then, narrow down this list to the one or two things that are most important to your customer segments.

Pricing and Positioning Strategy

This section should cover your pricing strategy, how you determine pricing, and what sets your prices apart from those of competitors. If there are specific circumstances that might affect your pricing strategy for certain types of customers or in certain market conditions, be sure to mention them here.

For example, a financial planner who specializes in retirement planning might charge a flat fee for their services, while another advisor who provides more comprehensive financial planning might charge an hourly rate.

You should also include your positioning strategy in this section. Positioning is how you want your financial advisory firm to be perceived by potential clients.

To develop your positioning strategy, start by thinking about the things that are most important to your target customers. What needs do they have that you can address? What are their pain points? How can you position your firm as the best choice to meet their needs?

Offers

Describe your company’s products and services in this section. Include any special offers, seasonal promotions, or plans to expand into new goods or services in the future. You will also want to include information about prices, discounts for bulk purchases, payment options, how frequently you offer sales, etc.

For example, financial advisors might offer their clients a free initial consultation, discounts for bundling services, or payment plans to make their services more affordable.

Marketing Materials

In this section, you’ll want to include information about the marketing materials you use to promote your business. This might include your website, brochures, business cards, email newsletters, and social media accounts.

You should also include information about how often you update your marketing materials and what kinds of content you include in them. For example, financial advisors might provide their clients with quarterly newsletters that include market updates, industry news, and tips for achieving financial goals.

Promotions Strategy

Your promotions strategy should detail how you plan to generate interest in your products and services. This might include trade shows, webinars, speaking engagements, press releases, or social media campaigns.

You should also include information about how often you run promotions and what kind of marketing budget you have for them. For example, a financial advisor might budget for one trade show appearance per year and two speaking engagements per quarter.

Digital Marketing Plan

In this section, you’ll want to detail your plans for reaching potential clients online. For a comprehensive digital marketing strategy, you should include search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, and email marketing.

You should also include information about how often you’ll update your website, blog, and social media accounts. For example, a financial advisor might commit to posting two blog articles per week and updating their social media accounts daily.

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should detail how you plan to turn potential clients into paying customers and keep them coming back for more.

This might include a lead magnet, such as a free e-book or webinar, to entice individuals in your target market to give you their contact information. It could also include a referral program to incentivize current clients to spread the word about your business.

Finally, it might include a loyalty program, client appreciation events, or other perks to thank your most loyal clients and keep them coming back.

Financial Projections

In this section, you should include your plans for generating revenue and growing your business. This might include information about your target clients, pricing strategy, distribution strategy, and promotions strategy.

You should also include financial statements for your business, such as your income statement, balance sheet, and cash flow statement.

 

Common Marketing Tactics & Strategies for a Financial Advisor

Although every financial advisor will need to develop a marketing plan that meets its own unique needs, here are some common strategies you may choose to implement.

Generating Leads with a Website

One of the best ways to generate leads as a financial advisor is to have a website that is optimized for search engine ranking. This means using keywords throughout your site that your target audience is likely to use when searching for someone in your field.

In addition to keyword-optimized content, your website should also include a strong call to action (CTA) that encourages visitors to take the next step, such as scheduling a consultation.

Generating Leads with Paid Advertising

Paid advertising is another great way to generate leads as a financial advisor. You can use paid search ads, display ads, or social media ads to reach potential clients who are actively searching for someone in your field.

Generating Leads with Public Relations

Public relations is a great way to generate leads and build credibility for your financial advisory business. You can use press releases, media appearances, speaking engagements, or other PR tactics to get your name in front of possible clients.

Generating Leads with Referrals

Referrals are one of the most effective ways to generate leads as a financial advisor. You can use a referral program, word-of-mouth marketing, or other tactics to encourage existing clients to spread the word about your business.

Generating Leads with Social Media Platforms

Social media is a great way to connect with possible clients and generate leads for your financial advisory business. You can use social media to build relationships, share valuable content, and drive traffic back to your website. Consider using Facebook, LinkedIn, and other platforms where your audience can be best reached.

Generating Leads with Events

Events are a great way to generate leads and build relationships with future clients. You can attend trade shows, conferences, or other events that are relevant to your target client. You can also host your own marketing events, such as webinars or workshops.

Generating Leads with Content Marketing

Content marketing is a great way to generate leads and build credibility for your financial advisory business. You can use blogging, infographics, e-books, or other forms of content to educate clients about your services.

Generating Leads with Networking

Attending local networking events is a great way to generate leads and build relationships with likely clients. You can attend industry events, join relevant organizations for financial professionals, or connect with potential and current clients through social media marketing.

The marketing strategy that you choose will strictly depend on the ideal client and where you are most likely to reach them. 

 

Sample Marketing Plan for a Financial Advisors

Example – Milton Financial Advising, LLC

Executive Summary

Milton Financial Advising, LLC is a financial advisory firm that offers a wide range of services to clients in the Boston area. The company has a strong focus on providing quality advice and service to clients and has a team of experienced advisors who are dedicated to helping clients achieve their financial goals.

Milton Financial Advising has been in business for 10 years and has a strong reputation in the Boston community. The company has a loyal client base and is well-positioned to continue growing its business.

In the next year, Milton Financial Advising plans to focus on expanding its digital marketing efforts and increasing its visibility online. The company will also focus on increasing its referral business by implementing a referral program for current clients.

Finally, Milton Financial Advising will continue to invest in its team of advisors by providing them with the training and resources they need to be successful.

Target Market Segments

Milton Financial Advising serves a wide range of clients in the Boston area. The company has a strong focus on serving the needs of small businesses and individuals. The target client is typically affluent and highly educated, and they are looking for reliable financial advice to help them achieve their goals.

Milton Financial Advising has a strong reputation in the Boston community and has built a loyal client base over the years. The company is well-positioned to continue growing its business in the coming years.

Unique Selling Proposition (USP)

We have over 10 years of experience helping people in the Boston area reach their financial goals. Our team of experienced advisors is dedicated to providing quality advice and service to our clients.

Pricing and Positioning Strategy

Milton Financial Advising offers a wide range of financial advisory services to its clients. The company has a competitive pricing strategy and offers a variety of payment options to its clients.

The company is positioned as a premium financial advisor in the Boston market. Milton Financial Advising is known for providing quality advice and service to its clients.

Distribution Strategy

Milton Financial Advising offers its services to clients in the Boston area. Clients can schedule an appointment to meet with an advisor at the company’s office, or they can schedule a virtual meeting.

Offers

Milton Financial Advising offers a free initial consultation to all new clients.

Marketing Materials

Milton Financial Advising has a variety of marketing materials, including a website, business cards, and brochures.

Promotions Strategy

Milton Financial Advising plans to focus on expanding its digital marketing efforts in the coming year. The company will also focus on increasing its referral business by implementing a referral program for current clients.

Digital Marketing Plan

Milton Financial Advising has a website that features information about the company and its services. The website also has a blog that features articles about financial planning and investing.

The company plans to increase its visibility online by increasing its organic traffic through SEO and improving its social media presence.

Conversion, Referral, and Retention Strategy

Milton Financial Advising has a strong focus on retaining its clients. The company has a team of experienced advisors who are dedicated to providing quality advice and service to clients. The retention of our clients is our top priority.

Milton Financial Advising also has a referral program for existing clients. The company offers a free initial consultation to all new clients who are referred by an existing client.

Financial Projections

Milton Financial Advising is a profitable company with a strong track record of growth. The company is well-positioned to continue its growth in the coming years.

Net Income Projections

20XX: $1,000,000

20XX: $1,500,000

20XX: $2,000,000

 

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