Marketing to new leads can be tricky, but these best practice tips from Mike Ashley, SVP of Product Operations, are sure to help!
We understand that financial advisors may struggle with marketing, especially with the hurdles they face around regulators and firm compliance. Mike Ashley, SVP of Product Operations at White Glove, shares a few tips that advisors can utilize when marketing to new leads – regardless of compliance restrictions. These best practices are tried and true, and are common practice within White Glove.
1) Know Your Audience
When marketing to new leads, read the room(AKA - your lead list). If you have an audience of young millennials, taxes in retirement may not be the topic to discuss. Instead, use topics like “How to save for your wedding,” or “How to pay off college debt quicker.”
2) Know How Your Audience Prefers Communication
While your standard practice may be email communication, your audience’s preferred way may not be. “If you are marketing to an older generation of leads, phone calls may be your best bet,” Mike says. For millennials, text messages may be at the forefront (pending your firm’s compliance rules). Do not assume that the way you have always communicated is the best course of action.
3) Be Honest and Direct in Your Messaging
“Your audience is ‘over-marketed’ to,” Mike says. “Leads will appreciate sincerity and directness above all.” When marketing to leads, avoid the fluff. With the amount of social media posts, emails, and phone calls that each person gets daily, you need to stand out. You stand out with being honest and direct.
4) Let the Professionals Market for You
Mike’s final piece of advice is, “If you are not a marketer, let professional marketers do the job for you.” He continues, “Focus on what you are best at and passionate about and leave the marketing for those who are passionate and great at marketing.”
If you are looking for a group of passionate marketers who do the work FOR you, White Glove may be the solution for your marketing needs. Reach out to an Executive Marketing Consultant by phone (844) 949-9497 or visit our website for more information, and let our team of enthusiastic marketing professionals nurture your leads for you.