5 Wealth Management Marketing Ideas to Get More Clients

Expanding into wealth management can help scale your business, especially when targeting higher-net-worth investors. It’s also a challenge, however, as there may be a smaller pool of potential clients to go around. If you want to stand out amongst the competition, you’ll need a solid wealth management marketing plan.

Add new clients and AUM at your desired pace with SmartAsset’s Advisor Marketing Platform. Sign up for a free demo today.

Why Marketing to Wealthy Clients Is Different

Marketing is a core business activity for successful financial advisors. Without a marketing plan, it can be much harder for your business to gain traction and maintain a steady flow of clients.

A well-planned marketing approach is even more important when you’re trying to carve out a name for yourself in wealth management. Multiple wealth management firms may compete for the same limited pool of clients, so how you promote your business matters.

When you have an established plan in place, it can become easier to:

• Build trust with prospective clients.
• Solidify your brand image and messaging.
• Create credibility while highlighting your expertise.
• Promote increased loyalty among existing clients.
• Increase your return on investment, in terms of both time and money spent promoting your business.

If you’ve already created a marketing plan, it can serve as the foundation for fleshing out a wealth management marketing strategy. And if you don’t have one, creating one is the next step. Part of that plan could be using an outside service to help you find the clients you need. SmartAsset’s Advisor Marketing Platform (AMP) offers financial advisors services like client lead generation, automated marketing and more. Learn about SmartAsset AMP today.

Wealth Management Marketing Tips for Advisors

Marketing, at its core, is about getting the right message to the right people. These five common tips can help you determine what your wealth management marketing plan should look like:

1. Know Your Audience

Before you can begin marketing to wealth management clients, you first have to know more about them. That includes understanding the types of needs, goals and challenges that wealthier clients, or those who are seeking to build wealth, may come to you with.

For example, a higher net-worth client may be interested in things like legacy planning and finding opportunities to minimize their tax liability to preserve wealth. Depending on their age, they may be gearing up for retirement or preparing to send one or more of their children off to college. Clients who own a business, meanwhile, could be puzzling over how to create a succession plan to pass it on to someone else.

Also, consider what high-net-worth clients expect regarding communication, your service range and portfolio management tools. They may expect regular status updates on their investments that include detailed reports, both of which you should be prepared to offer.

2. Build Authority

Trust is essential when marketing to clients seeking wealth management services. Prospective clients with significant assets must trust you’ll deliver excellent service and advice.

Establishing your authority and credibility can help with building that trust, even before an investor becomes your client. There are numerous ways you can do that through your marketing, including:

• Collaborating with influencers who are prominent in the wealth management space.
• Conducting PR outreach to connect with financial journalists who may be looking to interview wealth management experts.
• Being a guest on a wealth management podcast.
• Start your own podcast or a wealth management-focused YouTube channel.
• Cultivating a following on social media channels where your ideal clients are likely to spend time.

You can also build authority through a professional website and by publishing blogs, white papers, or case studies.

3. Choose High ROI Strategies

There are many strategies to market yourself as a financial advisor, but trying to do everything all at once may yield less than favorable results. You may benefit more from focusing on just one or two marketing channels at a time. Different options for marketing wealth management services online can include:

• Social media marketing
• Content marketing
• Email marketing
• Direct mail marketing
• Ads, including social media ads, display ads and paid search ads

You can also market offline through client events, print ads or local community involvement. What you have to decide is which of these activities are likely to offer the best return on your investment in the form of conversions.

Take digital ads, for example, which are a popular marketing tool for advisors. If you’re considering putting some money into ads, you first have to consider who is going to see those ads. Again, this goes back to knowing a little about your client and where they spend their time online. If the right people aren’t seeing your ads, they may not yield much in the way of results.

4. Emphasize Client Experience

Investors who consistently have positive interactions with advisors are more likely to remain long-term clients. If you’d like to not only gain new clients but keep them, then delivering the best experience possible should be a priority.

That begins with the first contact that a prospective client has with your firm, which may come through your website, social media or an online search. Regardless of how a client finds you, you can set the right tone by ensuring that:

• Your branding and marketing messaging are consistent across different channels.
• Your website is easy to navigate, with your contact information clearly displayed.
• You’re offering the types of digital tools that your ideal clients expect.

Once a prospective client makes initial contact, you can reinforce the positive experience by promptly following up and offering a seamless onboarding experience. Highlighting the overall client experience in marketing materials and services conveys greater value to prospects.

5. Automate Your Marketing Campaigns

Marketing can be a time-consuming task that eats away from your other responsibilities as an advisor. It’s no surprise that 85% of advisors say the most significant marketing challenge they face is simply finding time to do it, according to a Broadridge survey of over 400 advisors. In fact, advisors only spend around two hours per week on marketing, the survey found.

Fortunately, there are tools designed to help advisors streamline and automate their marketing campaigns. SmartAsset AMP, for example, is an automated lead generation and marketing platform for fiduciary advisors looking to grow their book of business.

In addition to supplying advisors with validated client referrals, AMP can provide them tools to automate their outreach and marketing efforts. For example, AMP advisors can build and manage personalized nurture campaigns for each prospect, automatically sending emails and text messages at chosen intervals.

Some advisors may choose to completely outsource their marketing efforts. Marketing agencies for financial advisors can assist with a range of tasks, from creating social media content to handling PR outreach so that you can focus on other activities to grow your business.

Bottom Line

Wealth management marketing doesn’t have to be complicated if you understand the fundamentals. Getting to know your client’s needs and evaluating the different avenues for marketing your business can help you carve out the right path for reaching your goals.

Tips for Growing Your Advisory Business

• One way to get more clients is to use a lead generation service. SmartAsset AMP (Advisor Marketing Platform) is a holistic marketing service financial advisors can use for client lead generation and automated marketing. Sign up for a free demo to explore how SmartAsset AMP can help you expand your practice’s marketing operation. Get started today.
• Referrals can be a powerful tool for growing your client base and there are a few ways you might approach getting them. The first and most obvious choice is to deliver top-tier service to your clients so they’re eager to refer you to their friends, family members and coworkers. Hosting client appreciation events to thank them for their loyalty is another way to collect more referrals.

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