The Facts About Digital Marketing for Financial Advisors

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The Facts About Digital Marketing for Financial Advisors
January 5, 2023 / By Roger Safont

Attention financial industry—it’s time to invest in your own future!

You might have noticed your prospects and clients are glued to smartphones. So, why is the industry that wants people to invest “for the long-term” so quick to judge something that is so clearly here, and at the same time cling to the AM radio and snail mail of yesteryear?

We believe in all forms of marketing but the bulk of ours is in the digital space. Why is that? Because we live in a digital world. Whether you like it or not, YOU are in the digital space, too.

The facts are in, and they have been in for a while: the high-net-worth baby boomer is online … a lot. And the best part about it is that the financial industry still hasn’t figured it out, making it beachfront property for those who have. These stats to prove it.

The Opportunity

There are only a few online platforms that reach an amazingly high percentage of people: Facebook, YouTube, LinkedIn and Instagram. The fact that you can reach them in very narrowly targeted footprints is a huge advantage compared to other advertising platforms. There wasn’t such a captive audience in one place since there were three television networks and no cable.

Think of it this way: If it was a weeknight at 11:30, the entire country watched Johnny Carson. Now, the entire country watches Facebook.

How Data Works

Now, it’s important to acknowledge that a common objection to digital is that many of the leads aren’t ready to “meet.” But the fact of the matter is that about 10-12% of digital leads can convert to a one-on-one meeting. So, potentially 90% of the total people that populate your new list of prospects will be willing to meet face to face.

Compare this to the .05% return on snail mail. And compare this to how many people “might” hear your commercial on the radio versus how many people call you. Why are advisors OK with this?

The fact is that data is not perfect. It’s is a game of percentages. It just turns out the data you receive from digital is more tangible than broadcast or mail. And it’s for this reason: you can see the “bad data”—the people that don’t engage, whereas you don’t see the 99.5% of the people that don’t respond to your snail mail or radio campaigns, and you just get the leads that “might” convert to an appointment.

We’ve routinely seen some advisories spend literally hundreds of thousands of dollars in “safe and traditional” forms of marketing to predictably poor results. Is it truly safe if it doesn’t work?

The Problem

Digital marketing is still (stunningly) “new” to your industry. Oftentimes your only advice comes from in-house marketing departments at financial institutions (RIAs, B/Ds). Or “specialists” in only one form of digital marketing (kind of like putting your equities investments in one company’s stock). And the “generalist” digital company that doesn’t understand the financial business.

Effective digital campaigns are much more affordable and yield a much higher ROI. But generating results from digital requires two things:

Look, 40 years ago when someone decided to do a dinner seminar, there was a bit of trial and error. Generally (almost always) it takes about two months to learn the algorithms that apply to your online audience. The good news is that even in the very beginning, when you may not be converting leads to appointments, wonderful things are happening:

The Solution

So, you want to get into digital. First, you must accept the fact that we live in a digital world, and like it or not … if people use Google to find your number, visit your website or look at their financial statements online, you are in the digital business. These are your next steps:

This content was originally published here.