Social media and marketing for advisers

Despite the buzz about new marketing tactics such as SEO, e-marketing or social media, traditional marketing methods are still valuable tools in the marketing arsenal.

Following It’s a brave e-world: e-marketing tips for financial advisers and Getting your marketing emails read: tips for advisers, boutique fund manager Bennelong Funds Management talks about how the old and the new can perfectly co-exist. No need to abandon something that has been working well for your business, just because there’s a new kid on the block. Instead, combine traditional marketing methods with the new to integrate your marketing efforts.

How does it work in practice? Here are a few practical tips to illustrate how an integrated marketing approach can work.

Something old, something new

An example of a QR code

Print ads and brochures: Consider adding Quick Response (QR) codes to your print ads. QR codes are patterned squares that house specific information accessible via a QR code reader on a mobile phone or iPad. It directs the person to a webpage, newsletter or anything else you’ve assigned to the code. For example, create a specific landing page on your site, reinforcing the message of the ad. If you’re active on social media platforms, encourage the reader to look you up, e.g. include the line ‘Stay connected with us on Twitter and Facebook’.

Seminars: If you already organise seminars for clients, then consider video-taping the presentations. Alternatively, you could simply record the audio component of your seminar. Offer a link to the video or audio material via your social media channels, e-newsletters or website; it’s a good way to reach the people who missed out on your seminar.

Emails to clients: In your daily emails, encourage clients to connect with you via the social media platforms you’re active on by inserting ‘social icons’ (see image at right) in your email signature. For example, write ‘Follow us’ and add the relevant social media icons. On IconFinder, you can freely (or inexpensively) download the relevant icons, which can also be included on your website.

Client newsletter: if you produce an e-newsletter, print out some interesting, relevant articles and post them to your older clients who may not be active online. You could also post the content of the newsletter on your website, perhaps as a blog post. Have a look at our articles It’s a brave e-world: e-marketing tips for financial advisers and Getting your marketing emails read: tips for advisers for more insights into email marketing. Again, insert social media icons in your e-newsletter to raise awareness of your social media participation.

Sponsorship of local businesses: If you sponsor the local sports team or primary school via traditional banners or signs at the venue, also start tweeting about it. For example, write a tweet about the team’s wins and your support, or post a picture on Facebook about the latest event you attended at the school.

Requests for referrals: Make it easy for clients to refer your services online; create a ‘Share with a friend’ link on your website. When someone clicks on the link, an automated email pops up with an already completed subject line and email recommending the recipient visits your website/reads an interesting article (the company who created your website can generally program this straightforward request for you). Your client simply needs to insert the email address of the person they want to share your details with. For your client, it’s a very non-intrusive way to highlight your services and recommend you.

Presentations: You can make your presentations easily available on social sites like Slideshare. Your presentation is then available to a broader audience online, and you will be able to email the presentations to clients without sending big PowerPoint attachments (simply email the link to the online copy on SlideShare). A link back to your homepage on the final slide can help drive more traffic to your site.

Client testimonial: If you still pin ‘Thank you’ cards from clients on the noticeboard in your waiting room, why not also spread the word online? A positive testimonial about your services can be shared on your website and social media platforms.

Think outside the traditional marketing box, and you will quickly discover that traditional marketing methods can easily be combined with the latest marketing tactics.

For further reading, here are a few useful links.

Click here to view a video about how to integrate email and social media

Click here for a brief blog post about QR codes and financial advisors

Don’t abandon traditional marketing methods, integrate and interact

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