It’s a competitive market place.
The decline in the number of tied service providers continues with only 148 of the financial advisors shown in the above table fitting into that category – customers clearly value independence more and the market is heading that way.
Although many financial advisors offer a general all-round service to their clients and prospects, many in the industry specialise using terms like “financial planer”, “pension advisor”, and “investment advisor” to describe themselves.
They’re the type of financial advisors we have on our list – if you’re interested in reaching stockbrokers, insurance brokers, and mortgage brokers, please let us know when you call us as they’re on a different part of our wider UK business database.
On our marketing databases, we have the following:
- 4,733 senior decision maker names within UK firms of financial advisors,
- 3,358 financial advisor phone numbers,
- 2,843 financial advisor direct email addresses, and
- 3,802 website addresses
For more information on our financial advisor direct marketing database, please call us 0330 010 3495 or you can send us an enquiry by clicking here to email us.
Using two different marketing techniques to reach financial advisors
More Than Words offers clients a number of different marketing channels they can use to reach decision makers within financial advisor firms.
They can be broken down into two different types of approach – direct and online/digital.
Direct marketing is the type of marketing where you proactively contact the financial advisors you wish to introduce your products, services and solutions to by email, phone, or direct mail.
Online/digital marketing is centred around the creation of search-engine-optimised content for your website and for 3rd party websites likely to be visited by your target audience as well as on the development of a strong social media presence.
On this page, we’ll explain each of the marketing channels we’re able to assist your company with.
First, we share the methods and the rationale for investing in direct marketing, specifically:
- selecting which financial advisors you want to contact,
- B2B email marketing to financial advisors,
- B2B telemarketing to financial advisors,
- finding new clients with direct mail marketing, and
- creating a successful direct marketing plan.
And, away from direct marketing, you should also invest in online/digital marketing platforms including:
- harnessing the opportunities presented by search engine optimization,
- being found by financial advisors at all stages of the buying cycle with content marketing,
- creating website landing pages which drive responses,
- devising an effective social media strategy for your company, and
- why white papers and customer case studies are so persuasive.
Before we examine both marketing elements, let’s look at how marketing works and how it turns prospects into clients.
How B2B marketing works
The same principles apply in marketing and selling to financial advisors as they apply for all B2B marketing.
It’s incredibly rare that any business will buy a product, service, or solution from a supplier without first doing its due diligence.
However, there are elements you can incorporate in your marketing plan to first capture the attention of prospective clients and to shorten the length of time it takes them to make a decision.
The buying journey
There are generally three stages in the buying journey of a decision maker and they are:
- Awareness: the buyer realises that they have a problem,
- Consideration: the buyer researches solutions and compares their options, and
- Decision: the buyer knows what they want and is comparing vendors or service providers.
The more complex or business-critical the purchase they’re thinking about making, the longer it takes for a client to get through their buying journey and the more likely it is that they’ll involve others in the decision making, especially managers and other senior employees.
Client touchpoints describe the exposure of prospects in the industry you’re targeting to your company name and your products, services, solutions, and tools.
Within most businesses, around seven exposures (or “touches”) are required before potential clients get in touch. Many B2B marketers think the number is actually around thirteen.
Complicating matters further is that some touches are worth more than others. For example, a telemarketing call, an email newsletter, or a brochure sent through the post will have far greater value than a post a prospective client sees on social media.
In addition, as buyers move through their journey, the “touches” they’re exposed to from your company have more meaning near or at the point of decision than they do during the initial awareness phase.
That’s why, sometimes, you can be convinced that a sale from a prospective client is imminent but it’s snatched away from you at the last minute. In many cases, your competitor will have presented them with content and/or an offer that’s just more attractive.
The takeaway point here is that decision makers within financial advisor firms need to see you as often as possible.
The interactions you have with them must always offer something of value and they must demonstrate that you have the knowledge and the experience required to help them overcome a problem they have or unlock an opportunity.
In nearly every B2B target market, there will be one or two senior decision makers.
To help them make those decisions, they will liaise with senior managers and employees within the business. Each of them will be considered by the decision makers as an expert in their field – they trust them and they trust the experience and insight they bring to a purchasing decision.
For example, you might offer consumer-targeted financial advisor marketing services to help your clients better communicate with certain audiences – for example, wealthy clients who may need investment advice and inheritance tax planning.
In your marketing plan, you’ll need to cover everything about your service from different points of view. For example:
- from a sales director’s point of view, will the marketing tools you’re offering leads which can be closed?
- from a financial director’s point of view, are the marketing opportunities you’re offering priced so that the level of profit on each deal closed by the sales director’s team?
- from the managing director’s point of view, are the services offered by your marketing agent compliant and unlikely to cause any reputational damage to the firm?
The reason that each of your marketing elements needs to cover the purchase of a product, service, or solution is to overcome the fear of messing up.
FOMO (fear of messing up)
The best types of business relationships are win win.
The wrong decision can be catastrophic to the financial, operational, and reputational health and standing of a financial advisor business.
Choosing the wrong website designer or copy writer could dramatically decrease the number of visits they get online as well as the volume of leads.
Given the financial information held on clients and prospects by financial advisors, they need the right technology to defend themselves against cybersecurity attacks. If they get this decision wrong, they will financially compromise their clients and those clients will find it hard to trust them again.
If financial advisors change the recruitment firm they work with, they may not be able to attract the high quality talent they need for their company.
When any business, including financial advisors, buys something from your company, you become their external expert.
In all the work your marketing agency carries out for you, they need to anticipate what it is that stops financial advisors from buying from you just as much as your unique selling points.
Without addressing both of these questions, you’ll never get the return on investment (ROI) you want from your ads.
Direct marketing campaigns to financial advisors
If email, phone, or fax promotion is to be part of your marketing plan to financial advisors, you don’t have to purchase our entire list – in fact, you can be as selective as you want and only approach prospects according to the profile you provide us with.
In addition to the geographical area of the companies on our marketing database, you’re also able to use the following criteria to narrow down our search results to feature just the types of firms you want to target:
- number of employees
- number of branches/sites (and each office address)
- type of premises
- website address
- level of turnover (banded)
- year the original company began trading
- company registration number
- incorporation date
- net worth
- profit or loss making?
- %age increase or decrease in profitability YOY
- turnover increase or decrease YOY (shown in pound sterling)
So if you want to find clients in a certain part of the country with between 5 and 50 staff, let your account manager know when you contact us and we’ll make sure that we restrict the audience cotnained on your database to just those firms.
Email marketing to financial advisors
We have 2,843 financial advisor direct email addresses on our database.
Sending a well-worded, benefits-led, mobile-responsive add to the email address of a decision maker within a financial advisor firm presents a real marketing opportunity.
Use our data on the email marketing campaigns you run to financial advisors. You should run once a month for twelve months to build up awareness of your company and what you sell.
Regular email marketing to your target audience provides your business with a steady delivery of high-quality prospects many of which are ready to buy straight away.
Of all forms of direct marketing, email marketing is the least expensive meaning that it’s far more likely to fit easiest into your marketing budget.
As well as being the most affordable, it also generates the highest ROI – the average return on email spend is £42 for every £1 invested.
More Than Words note – do you currently have the staff, infrastructure, or expertise to run your own email marketing campaigns? If not, please ask your account manager about our managed B2B email marketing campaigns service when you call.
Telemarketing to financial advisors
One of the most productive channels to promote your products and services to financial advisors is telemarketing. Telemarketing generates £11 worth of turnover for every £1 spent on it, according to the UK Data and Marketing Association.
Marketing by phone offers your business the opportunity to open a two-way dialogue with decision makers within financial advisor firms.
We can profile each firm we contact for you as well as identify the prospects with the most immediate needs for your products and services. As well as generating leads for your sales team to work on straight away, we can build a pipeline of leads over the coming 12-24 months.
You can also use telemarketing to find out more about trends within the industry as a whole as well as within individual advisory firms.
If you target a specific niche market within the industry, we can find the financial advisors most likely to need your products, services, solutions, and tools based upon a list of exploratory questions we ask prospects.
More Than Words note – we offer outsourced and managed B2B telemarketing campaigns to clients currently without their own in-house telesales team.
Finding new clients with direct mail marketing
Direct mail is one of the marketing strategies growing in popularity among all B2B companies including companies wanting to contact decision makers within financial advisors.
Recent studies on direct mail marketing indicate that:
- 36% of business managers have responded to a direct mail campaign in the last month
- 22% of business managers have responded to a direct mail campaign in the last six months.
- 12% of the managers who responded to a direct mail campaign spent £200-£500 and 1% spent £5,000 to £10,000.
You can target specific prospects and clients by post using our database of financial advisors.
Creating a successful direct marketing plan
As we mentioned earlier, the key to all successful B2B marketing (including financial advisor marketing) is staying visible and delivering relevant messages of interest.
With direct marketing, between 2-4% of the recipients of your campaigns will be in the market for what you’re selling right now. This is your opportunity to come in at or near to the point of purchase and present your own products, services, solutions, and tools to decision makers in the industry.
For those not yet ready to purchase, each email, phone call, or letter further cements in the minds of prospects the credibility of your business and the value of what you’re selling.
And, with the data generated on every direct marketing campaign you run, an experienced sales team will be able to use this information to make meaningful contact with future customers.
Making the most from your online/digital marketing techniques and approaches
Technology is changing the way that businesses buy and, as part of your overall marketing plan, you should include online, website, and digital marketing for maximum reach into the sector.
While direct marketing provides you both clients ready to proceed with an order as well as a sales pipeline over the coming 12-24 months, you can build an additional pipeline of leads via your website and on social media.
Greater website visibility with search engine optimization
Online competition for improved website visibility is intense. In order to finish on page one of Google for the terms of greatest value to you, you’ll need your website to be fully-optimised for search engines.
They’ll need to load quickly, use minimal and efficient code, and appear/function correctly on all devices – desktop, laptop, tablet, and smartphone.
While getting onto Google’s first search results page is difficult, it’s not impossible. The project may take between 3 and 12 months to complete and the cost will run into thousands of pounds.
However, when you get to the top, it’s very hard to knock you off and the amount of money you will save on pay per click advertising will mount up very quickly.
For example, if you offer cybersecurity, it currently costs £8.42 per click on Google for the search term “cybersecurity for financial services”.
Investing in content marketing
Content marketing is the production of written copy and visual materials designed to be found at all stages of the buying journey (the three stages of the buying journey are explained above).
It should be your content (blogs, articles, infographics, and so on) which your target audience finds when they’re looking for your products and services.
Every time potential clients see your content, this is an opportunity for you to invite a decision maker within a financial advisory firm to get in touch with you.
If they’re not ready to purchase yet, you can use your content to invite them to sign up to your email newsletter or to subscribe to your social media presence.
93% of customer journeys now start on a search engine. 90.1% of customers use Google to start researching a product or a service they’re interested in. Customers appreciate those companies which spend time and money on creating content they’re interested in and which answers their questions.
The other main benefit of investing in content marketing is that Google has a strong preference for information-rich, high-quality, and regularly-updated websites.
Backlinks and third party websites and platforms
In addition to optimised website and regularly-updated content, you should also invest in the creation of content for third party websites and platforms.
There are a number of benefits to doing this. By having content on websites your target audience respects and reads regularly, your advisory firm gains even greater exposure to potential clients – an article you create for one of these sites may be seen by hundreds of decision makers within financial advice firms.
Plus a major Google ranking factor is how many websites link back to your website and the quality of those sites. The more sites you feature on, the higher your website and every page on it will be listed on Google’s search engine results pages.
Reaching your target audience through social media marketing
Social media has become increasingly important to companies selling to other businesses in the past decade and, with it, you can build a online network of decision makers within financial advice firms who recieve regular news, updates, and insights from you.
There are two types of social media marketing – organic and paid-for.
Organic social media marketing involves the creation of regular social media posts containing a mixture of information on your products and services, your commentary on the marketplace, and more.
It involves not only the creation of your own posts but also answering other users’ social media posts – this exposes you to a wider audience to which you demonstrate your expertise.
With paid-for social media marketing, your adverts appear in the timelines of decision makers within financial advisory firms.
With these adverts, you can direct potential clients from the industry back to your website where you can attempt to capture their contact details via a well-constructed landing page and downloadable white papers, e-books, and business case studies which we cover below.
Building response-driven landing pages for your pay-per-click campaigns
Pay per click marketing is an expensive way to drive traffic to your site. Despite their prominent position, 80% of users ignore online adverts.
Pay per click is not as effective as content marketing either. Conversions from pay per click average at about 3.75% compared to 16% for conversions from organic traffic.
However, whether you use pay per click advertising schemes on search engines or on social media marketing campaigns, you need an effective and enquiry-generating landing page.
Your landing page is the page on your website which a prospect sees first whenever they click on an advert.
The copy on landing pages needs to be clear and concise so that your visitor immediately knows which service, products, or solution it’s describing and their benefits. It needs a clean, crisp layout which conforms to how a typical person would read the contents together with a clear call to action.
Landing pages need to form part of your marketing plan if you do use any form of pay-per-click search engine or social media advertising.
You will likely need to experiment on the wording, design, and layout of the page to test which variations draw the most enquiries but, by finding the most effective version of a landing page, you greatly reduce the cost per lead on your paid-for campaigns.
White papers, e-books, and case studies
Prior to proceeding on particularly important business purchases like cybersecurity or make a decision on whether they’ll offer your investment products to their clients, decision makers within financial advisory firms will need to feel that you are an industry expert.
One way to achieve this is by creating white papers or e-books, downloadable and long-form content which demonstrates your subject matter expertise and which explains how your product or service overcomes a problem or unlocks an opportunity.
Case studies are also valuable – you can demonstrate how your company and what you sell has helped the financial advisory firms you already work with.
Many companies offer white papers, case studies, and e-books in exchange for a potential client’s contact details.
Which products, services, and solutions do financial advisors buy the most of?
Financial advisors need to have access to a wide range of products and services to allow them to trade and to give them a competitive advantage.
As with all other businesses, financial advisors need the services of accountants, bookkeepers, solicitors, HR professionals, and more.
Given the nature of the data they hold on clients, cybersecurity is a priority growing in importance as is the provision of secure e-mail services.
Purchases to give a competitive advantage
There is significant scope for financial services companies to approach advisors who they can incentivise to sell their products to end users.
Likewise, as competition grows, many advisor firms are expanding the scope of the services they offer to include financial brokerage – loans, insurance, and so on. Your business can approach advisors using direct and website marketing to describe your financial products, how to sell them, and to share commissions on offer for making sales.
Accountants may wish to build relationships with nearby financial advisors so that they can pass relevant leads to each other for a commission.
The growth of the internet has led many investors and consumers to want to have access to their portfolio on an ongoing basis via both web-based and app-based platforms.
Immediate access to this information is likely to become an important selling point for many financial advisors. Can your company provide advisors with this advantage?
Using direct and online/digital marketing strategies to connect with decision makers within financial advice firms
There are multiple different marketing strategies you can employ to reach decision makers within financial advisory firms.
Let us know more about your company, what you sell, and what benefits your products, services, solutions, and tools deliver to financial advisors.
We’ll then put together a bespoke financial advisor marketing plan for your business so that you benefit from both immediate sales opportunities and increased visibility among your target audience.
To find out more on everything from email marketing to search engine optimisation and from social media marketing to telemarketing, get in touch with us.
To reach decision makers and budget holders within the industry, please call us 0330 010 3495 or you can send us an enquiry by clicking here to email our direct marketing team for help.