ADVISOR MARKETING

Susan Theder

Here ’ s how you get prospects interested .

ES , ADVISORS WHO WANT TO MARKET WELL NEED A well-designed website , an engaging social presence and responsive communications . But those things are just the beginning . Standing out means doing more .

That ’ s why I ’ ve come up with five of my favorite lead-generation strategies to help you discover new or unexpected ways to attract ideal clients .

1 . Don ’ t Underestimate Your Copy

What ’ s the first thing people look for on an advisor ’ s website ? You might think that it ' s your services and resources , but one of the most viewed pages on these sites is actually the “ About ” page .

That ’ s because your site visitors want to see themselves — something that resonates with them and their goals . Yes , your services might be unique , but prospects can likely find similar ones elsewhere .

So how do you highlight your brand and make it resonate ? My suggestion is that you hyper-focus on your website text . It ’ s your words that remind people about your brand and value proposition , so the ones you choose are critical . Here are some things to keep in mind :

• You want to use the language on your “ About ” page to tell a story . Focus on the “ why .” What made you want to become an advisor ? What are your values and interests ? These elements can serve as conversation kick-starters for people still considering your firm .

• You should avoid buzzwords : Words like “ holistic ,” for example , lack precision . Comb your site for language like this and remove it or replace the

If your copy is strong and supported by a well-designed site , you ’ re in a great place to improve both the volume and quality of your leads . words with something more engaging .

• You should also keep human behavior in mind : Rather than focusing on your exact services , consider the emotional payoff you ’ ll get when you bring up certain topics . The more specific they are to your audience , the better . For example , instead of saying , “ We manage client investments ,” you could say , “ We help grow wealth so you have the freedom to enjoy life .”

If your copy is strong and supported by a well-designed site , you ’ re in a great place to improve both the volume and quality of your leads .

2 . Encourage Reviews

There ’ s a concept called “ social proof ,” where people look to others to figure out appropriate behavior and courses of action — at which point they feel free to join in . That ’ s a good way to start talking about people ’ s online behavior , especially when they ’ re seeking help .

Most people looking for services first check online reviews to make their decisions , and advisory prospects are no different . Many of these would-be clients come from referrals , but there ’ s a good chance they ’ ll seek reviews before taking any of the next steps .

That ’ s why I recommend you set up and maintain your Google Business profile . This is going to be a hub of business information about you , containing your hours , description , website and social media links , and reviews . A positive re-

18 | FINANCIAL ADVISOR MAGAZINE | MARCH 2024 WWW . FA-MAG . COM