How to Write a Financial Advisor Marketing Plan + Template

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.

Download our Ultimate Marketing Plan Template here

 

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. This document is a crucial component of your larger financial advisor business plan, as it details how you’ll attract and retain customers.

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 many reasons why you need a marketing plan to start your financial advisor business. 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 financial advisor marketing strategy 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 ideas and initiatives. 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

Below is a financial advisor marketing plan example:

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 financial advisor 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 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 financial advisor marketing 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

 

Free Financial Advisor Business Plan Example PDF

Download our financial advisor business plan PDF here. This is a free financial advisor business plan example to help you get started on your own financial advisor plan.