Do you have a marketing calendar?
If you’re like most financial advisors, you probably don’t have a digital marketing plan in place and haven’t created a dedicated marketing calendar for your firm. But these two elements are a critical part of any effective marketing strategy. Without them, it’s pretty difficult to compete with today’s top advisors.
But we’re here to help with all that. Download and take a look at our sample digital marketing plan for financial advisors below. This is a PDF we create for all of our Total Marketing Package clients. It highlights all the marketing strategies and tools we’re actively using to help them grow their business.
Note: Page 5 is where you’ll find a sample marketing content calendar. Feel free to use these topics yourself or customize them to fit your target audience.
10 Winning Content Strategies for Your Marketing Calendar
Consistency is key! Make sure your audience knows what you do and how you can help. The key to success is delivering valuable content on a regular basis and ensuring maximum exposure. To achieve this, use multiple channels such as your website, email, and social media.
Creating an effective marketing strategy starts with a calendar. Plan a schedule for each content piece you want to create and deploy and stay organized. Here are 10 winning content strategies to consider adding to your marketing calendar.
1. Make It Personal
Your network wants to understand why you do what you do. Tell your story and showcase personal photos, milestones, or events. I recommend starting your personal posts with “Why I Became a Financial Advisor.” Here’s a great example.
2. Promote Your Events
Begin inviting folks to register for your events at least two months in advance. If you have more than a few events, send an event calendar at the beginning of the year. Be sure to send photos and thank you messages after client events.
3. Offer Valuable Resources
If your target demographic is concerned about Social Security, create a comprehensive Social Security guide that will help them decide when and how to start claiming benefits. Aim to give away 90% of what you know for free and be available for follow up questions. Here’s an example focused on pre-retirees.
4. Share Demographic Or Employer-Focused Content
If you work with a specific industry or employer, create content that is uniquely valuable to your niche. One example is “Your 2023 Nike Benefits Guide,” which can be readily shared between coworkers. For a specific industry, brainstorm the biggest challenges your prospects are facing and create helpful resources like “How Dentists Can Catch Up for Retirement in a Hurry.”
5. Leverage Case Studies
Case studies highlight the types of clients you’ve helped, the challenges they faced, and the solutions you created. They help prospects understand the type of client that you serve and how you interact with them. Case studies are powerful because they serve the same social proof as a testimonial, without violating the FINRA testimonial rule because we don’t mention specific investments or products. Check out this Case Study report.
6. Use Promotional Campaigns
Be sure to include a few promotional campaigns with a sense of urgency. Try “Make an appointment now to schedule your 2023 financial review.” Make it easy for prospects to take the next step by scheduling a call online or asking questions by email. Here’s one advisor using an online appointment scheduler.
7. Try Videos
Creating videos is an easy way to get twice as many views as a text blog post. Videos don’t need to be fancy or expensive; just prioritize a well-lit room and clear audio. Here’s a great video explaining one advisor’s services and fees, “What Are You Receiving for the Fees You Pay?” and another one discussing the “Top 5 Biggest Financial Mistakes Corporate Executives Make.”
8. Proactively Communicate About Timely Topics
Brexit? The election? Be sure to save a space in your calendar for timely topics, including market volatility. It’s critical to proactively communicate in good times and bad, so have a post ready for when the market goes down in 2023 to reassure clients and urge prospects to make a move.
9. Do A Client Survey
Each year, run a client satisfaction survey to make sure you spot any service issues and to ask for referrals. The process helps clients feel more valued and involved. The feedback helps you understand why clients choose to work with you instead of another advisor, which helps your marketing efforts in the future.
10. Celebrate With Holiday Or Charitable Posts
Save a space in your calendar to share what you’re most passionate about. Clients are dying to know what you do outside the office. Have you completed a cycling race? Donated your time towards your favorite philanthropy? Accompanied your kids to their sports championship? The holidays are the perfect time to thank your clients for a great year and share stories and photos of your family. Here’s a sweet example from the Thanksgiving holiday.
Need Help With Your Marketing Calendar?
Building out fully customized marketing calendars for financial advisors is what we do best. If you feel like you don’t have the time or expertise to do it yourself, we’d love to help.
Our Total Marketing Package includes everything you need to build a strong marketing foundation for your firm, including creating your content calendar and digital marketing plan. The best part is, we’ve designed this package to take marketing off your plate for good!
After we build your marketing calendar and digital marketing plan, we get busy creating all the content for it. We then add all that content to your website each month and push it out to your network via email and social media. It’s truly done for you!
Ready to Get Started on Your Marketing?
If you’re ready to take marketing off your plate for good, schedule a free strategy session with our team now! During this call, we’ll talk more about your goals, potential topics for your marketing calendar, and strategies you can use to grow your business today.
