Growing and sustaining a successful advisory firm requires effective marketing strategies. Financial advisors often face the challenge of attracting a critical mass of prospective clients who are willing to pay for their services.
With a high attrition rate of up to 70% in the first three years, it has become crucial to identify the best marketing strategies for financial advisors. In-depth research conducted by the Kitces Research Survey on Advisor Marketing in 2019 shed light on the effective marketing practices within the industry.
This article explores key strategies such as focusing on money in motion, understanding investor psychology, establishing a strong social media presence, and leveraging referral programs like Referralytics offered by Select Advisors Institute.
Importance of Resource-Intensive Marketing:
While popular time-based marketing strategies like establishing relationships with Centers of Influence (COIs), social media, and networking may require significant time investments, they often prove to be among the least effective in generating new clients. Surprisingly, strategies with modest investments of time and dollars, such as search engine optimization (SEO) and paid web listings, were found to have the lowest Client Acquisition Costs. However, pursuing resource-intensive marketing channels involving both time and money can be worthwhile in attracting more clients, especially as an advisory firm grows. The scalability and efficiency of dollar-based strategies often outweigh time-based strategies as the firm expands.
The Role of Referrals:
Referrals are overwhelmingly the most adopted marketing tactic by financial advisors, with 93% reporting acquiring new clients through referrals. This strategy is particularly efficient as clients refer friends who have financial needs that the advisor can address. The effort required to generate referrals is relatively modest, typically consisting of maintaining relationships and providing quality service to clients.
Evaluating Marketing Strategies by Client Acquisition Cost (CAC):
Assessing marketing strategies based on Client Acquisition Costs (CAC) is essential to determine which strategies are most cost-effective. Time-intensive strategies like networking, COI relationships, and social media tend to have high CACs when considering the advisor's time investment. On the other hand, strategies involving paid web listings and SEO prove to be highly efficient, providing an ongoing flow of new clients at a lower overall cost.
Targeting Affluent Prospects:
Different marketing channels attract prospects of varying affluence levels. Referrals from COIs, attorneys, and accountants tend to generate more affluent clients, resulting in greater revenue growth for advisory firms. Other effective strategies for targeting affluent prospects include paid web listings, educational events, marketing lists, and custodial referrals. SEO and social media, while producing a higher volume of clients, tend to attract less affluent prospects.
Evaluating Marketing Efficiency:
Marketing strategies should be evaluated based on not only the Client Acquisition Cost but also the revenue generated by new clients. For instance, an upfront investment of $5,000 that leads to a long-term client relationship can result in significant cumulative revenue. By measuring marketing efficiency, strategies such as client referrals, SEO, and COI marketing prove to be highly effective, generating more revenue than the overall cost. Conversely, strategies like networking and social media display lower marketing efficiency ratios.
When it comes to successful financial advisor marketing, a combination of strategies should be considered. Focusing on money in motion, understanding investor psychology, creating a robust social media presence,and leveraging referral programs are key components of a comprehensive marketing plan. Evaluating marketing strategies based on their efficiency, client acquisition costs, and revenue generated helps advisors make informed decisions.
As the financial advisory industry continues to evolve, understanding which marketing strategies work and adapting to changing market dynamics becomes crucial for sustainable growth.
We love learning more from Michael Kitces around this topic. He has some great charts and data to validate this point. Learn more here!
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