VettaFi editor-in-chief Lara Crigger and FMG Suite’s chief evangelist Samantha Russell share 20 real-world examples of great content marketing.
Content marketing is increasingly important for advisors. A BNY study indicates that most financial advisors make similar promises, meaning that it’s hard to tell the differences between them. “We’re selling a relationship more than a service,” Russell said.
According to Russell, “money is emotional,” and many people have anxiety around it, hesitating to book appointments with financial advisors. This means in order to get clients to make the plunge and set up a meeting, there are challenges that need to be overcome. “Content marketing is the way to do this,” Russell said.
Sharing examples of good marketing, Russell underscored that much of the marketing that works creates emotions. Whether it’s a cleverly meme’d tweet, or an image of Beyonce, drawing in the audience an advisor wants is critical.
Who Are You Marketing To?
Noting that much of this marketing relies on knowing who the audience is, “We all have shiny object syndrome. We’re always thinking about what tactics we should use,” Russell said. “You want to stop asking what marketing tactic will work and what makes my business marketable in the first place.”
Russell shared research indicating a disparity between what most clients expect and what they actually receive from their financial advisor. This can create opportunities for advisors who can set themselves up as one-stop...
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