Many financial advisors believe that casting a wide net is the best way to grow their business. But the most successful advisors I’ve seen do the opposite—they niche down and focus on a specific type of client. And the results? Huge growth in assets under management!
A capabilities deck for financial advisors is a game-changer. A Capabilities Deck isn’t just a presentation—it’s a structured, compelling way to showcase your firm’s story, expertise, and impact.
Referrals are gold for financial advisors, no matter how much you have a deep desire to do more cold prospecting. But turning referrals into clients requires more than just a great reputation. Today, the first thing referrals do is search for you online. Here’s how to ensure they’re impressed:
Referrals are the lifeblood of growth for financial advisors. A recent survey* found that the Number One way financial advisors generate new business is through unsolicited referrals followed by asking for referrals from clients and COIs. Yet many advisors depend on informal referrals rather than building a systematic approach to harness this critical growth driver. An effective referral plan positions your clients as advocates, builds trust with prospects, and drives consistent business growth. Here’s how to create a referral strategy that works:
Part 5: Content Marketing
Bringing it all together! Every day we are seeing more financial advisors venturing into content marketing. Why? Well, it’s a complete, albeit slightly complex, proven way to generate new, qualified prospects. So, let’s go over the basics of what you need to know and how to get started.
Learn how to use content marketing to attract your best clients:
1. What is Content Marketing?
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content. Its purpose is to attract and retain a clearly defined audience and ultimately drive profitable customer action. It is a way to use content like blogs, articles, whitepapers, guides, videos, podcasts, webinars, infographics, ebooks, and social content to relay valuable ideas and create relationships – rather than explicitly selling a product or service.
2. What are Common Objectives of Content Marketing?
Content marketing uses a marketing funnel method for moving your prospects through six stages of engagement. You begin by gaining awareness, increasing exposure, driving people to your website, building your list, building your pipeline of qualified prospects and ultimately, generating new revenue.
3. Getting Started with Content Marketing
Here are some of the basics for getting started with content marketing.
Specifically Define Your Target Audience: What are their needs, wants, challenges, problems, questions, and interests? Where are they on social media (Facebook, LinkedIn, etc) and what may be interesting to them?
Generate Interesting Content Ideas: Using keyword research tools like SEMRush’s Keyword Magic Tool, Google Keyword Planner or Ahrefs Keywords Explorer (there are many more as well), determine the longtail keywords that your target audience could be using in their online searches. Longtail keywords are very specific and usually drive highly targeted visitors that are likely to be interested in your content. Then, write or record content and design offers using these longtail keywords.
Promotion and Action: Where will your content appear and how will people be able to take action? Will you use paid advertising on social media or search engines, or will you try to engage organic traffic to your content? Do you have an email list to share your content? And, finally, what call to action will you have to lead them further into your funnel? A report, whitepaper, checklist, etc?
Content Workflow: How will you manage the content you are planning on, what has been written or recorded, and how can you keep track of everything? We use a Content Workflow & Calendar in Smartsheet. You can create your own. It could look something like this:
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