How To Get Clients As A Financial Advisor

How To Get Clients As A Financial Advisor

How to Get More Clients as a Financial Advisor: The Ultimate Guide

Becoming a successful financial advisor takes hard work. You have the knowledge and skills to provide valuable guidance to clients, but you need those clients in the first place!

Getting more clients is essential for growing your advisory business. However, with so much competition, it can be challenging to attract clients and stand out.

This comprehensive guide provides tactics and strategies to help you expand your reach and get more prospects to become clients.

Target Market for Financial Advisors (Define it!)

The first step to getting more clients is identifying who you want to serve. Being specific about your ideal client allows you to tailor your messaging and outreach accordingly.

When defining your target market, look at factors like:

  • Demographics: Consider age, gender, income level, marital status, family size, education level, occupation, etc.
  • Psychographics: Look at lifestyle, values, interests, and financial attitudes. For example, are they entrepreneurs, conservative investors, retirees?
  • Financial profile: Ideal investable assets, debt levels, financial goals, and risk tolerance.
  • Needs: What financial challenges are they facing? What solutions are they looking for?

Really get to know your ideal client. Outline their hopes, fears, and motivations around money so you can better connect with them.

Choose a Specific Niche

Rather than being a generalist, consider niching down into a specialty. Become known as an expert in a specific area relevant to your ideal client.

Here are some examples of financial advisor niches:

  • Small business owners
  • Doctors
  • Engineers
  • Lawyers
  • Athletes
  • Families with special needs dependents
  • LGBTQIA+ community
  • Young professionals
  • Tech employees
  • Executives and high earners
  • Real estate investors
  • Divorcees

Pick an area you have experience with or are genuinely interested in. Your niche should resonate with the types of clients you want to attract.

Being more niche shows prospects you understand their specific needs and can provide tailored guidance. It also helps you compete against broader financial advisors.

Perfect Your Elevator Pitch

An elevator pitch summarizes who you are, what you do, and why clients should choose you. Refine this into an engaging 30-60 second pitch.

Key elements to include:

  • Your name, company, and role
  • Your niche or specialty
  • The problems you help clients solve
  • What makes you different from other advisors
  • A memorable slogan or tagline

For example:

“Hi, I’m Jane Smith with ABC Wealth Advisors, and I specialize in helping female executives plan for retirement. I understand the unique challenges successful women face in preparing for their next chapter. My tailored, holistic guidance helps ambitious women retire with confidence. I’m your retirement GPS for navigating what’s ahead.”

Practice your pitch until it sounds natural. Use it when prospecting and responding to inquiries to convey your value quickly.

Create a Strong Brand Identity

Build a consistent, recognizable brand that represents your services. This helps you stand out and boosts familiarity and trust with prospects.

Brand identity includes your:

  • Logo: Choose an icon, image, or stylized name.
  • Color scheme: Limit to 2-3 colors that coordinate well.
  • Fonts: Pick 1-2 professional, easy-to-read fonts.
  • Voice: Friendly, knowledgeable, approachable? Determine your brand personality.
  • Message: Reflect your niche, specialties, values, and client focus.
  • Style: Choose cohesive visual elements like shapes, borders, and graphic designs.

Strengthen brand recognition by using your logo, fonts, colors, and messaging consistently across all platforms.

Optimize Your Online Presence

How To Get Clients As A Financial Advisor Halifax Digital Marketing Agency

Today’s prospects are researching advisors online. You need an online presence that builds credibility and generates inquiries.


A professional website is a must, as this is likely prospects’ first impression of your business.

Essentials for an effective financial advisor website include:

  • Showcase your skills and credentials: List your experience, education, certifications, specialties.
  • Share your brand story: How did you get into this field? What motivates you?
  • Explain your process: From initial meeting to ongoing services, what can clients expect?
  • Promote your niche: Use relevant keywords, highlight notable client work.
  • Add social proof: Reviews, testimonials, client success stories.
  • Make contacting easy: Contact form, phone, email clearly visible. Live chat can also boost engagement.
  • Mobile responsiveness: Site adapts seamlessly to phones and tablets.
  • FAQ section: Address common client questions.

Updating your site for speed and user experience brings more visitors who convert to clients.

Social Media

Promote your expertise on platforms your target audience uses, like LinkedIn and Facebook.

Strategically post a mix of:

  • Industry articles and trends
  • Financial tips and education
  • Content focused on your specialties
  • Client success stories/reviews
  • Event participation and media mentions
  • Blog post links driving traffic to your site

Engage with your network by commenting and sharing others’ content.

Leverage paid ads to get content in front of more prospects. For professional services like financial advice, LinkedIn ads can be very effective.

Ways to generate referrals:

Digital Directories

Claim and optimize your profile on directories like these:

  • Google My Business
  • Apple Maps
  • Yelp
  • Alignable
  • Manta
  • Chamber of Commerce sites
  • Industry associations

Completing all fields accurately, adding photos, responding to reviews, and linking to your website helps you stand out.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) for financial advisors is key for those seeking to acquire clients. SEO involves optimizing web content so that it appears prominently in search engine results, increasing the chances of attracting potential customers. SEO tactics include using relevant keywords and phrases in titles and page content, as well as ensuring there are sufficient links from other websites. 

Creating unique content can help differentiate a website from competitors and make it more visible to potential customers. This also helps develop more topical authority for your brand in the eyes of the search engines. Want to be seen as the expert? SHOW THEM!

When applying SEO strategies, financial advisors should understand their target market and use appropriate language when developing web pages. It is also essential to add images or videos where possible because these will attract attention—and therefore customers—more than words alone. By following best practices for SEO, financial advisors can increase their online visibility and potentially gain more clients who come directly through the website.

Check out this blog for more

SEO Keywords for Wealth Managment Groups - Financial Advisors - Planners - Consultants(1)

Network and Build Relationships

Networking is critical for financial advisors to generate word-of-mouth referrals and form strategic partnerships.

Online Networking

  • Join relevant LinkedIn Groups like estate planning, small business owners, investments. Share your expertise.
  • Connect to leads directly through personalized LinkedIn messages and emails.
  • Partner with influencers/bloggers by contributing guest posts on money topics to tap into their audience. Offer them financial guidance in return.
  • Host webinars or virtual events on planning, investing, etc. to establish authority.

In-Person Networking

  • Attend industry meetups and conferences and collect business cards for future follow up.
  • Spearhead seminars or workshops at local schools, companies, or organizations to meet prospects.
  • Join your Chamber of Commerce to connect with local business owners at mixers and events.
  • Volunteer for causes you care about to expand your community network.
  • Present at HOA/condo meetings on financial topics relevant to residents.

Leverage networking to form relationships, demonstrate expertise, and gain referrals.

Leverage Referrals and Testimonials

Referrals from satisfied clients and other financial professionals are more valuable than any other lead source.

  • Ask directly but tactfully if they know others who would benefit from your services. Time this at a review meeting or after completing a project.
  • Offer small incentives like gift cards or donation to their charity for any successful paid referrals.
  • Develop referral programs through your CRM that track rewards and automatically check in with referrals.
  • Collaborate with CPAs and estate attorneys by cross-referring clients when expertise outside your scope is needed.
  • Request testimonials to use on your website and marketing materials. Video and written reviews boost your credibility tremendously.

Referrals and reviews from past clients and partners carry more weight than anything you claim yourself.

Offer Educational Resources

Position yourself as an advisor who wants to teach, not just sell. Offer free educational materials prospects find valuable.

Content ideas:

  • Videos explaining financial concepts or walking through specific processes like 401k rollovers.
  • Webinars on retirement planning, taxes, paying for college.
  • Blog posts and articles with money tips and industry news.
  • Tools/calculators like college savings calculators, budget worksheets, net worth trackers.
  • Checklists/guides, like “The 10 Documents Every Estate Plan Needs”.
  • Reports and eBooks on topics your audience cares about. For example, “A Widow’s Guide to Finances” or “Investing for LGBT Couples”.

Promote these resources on your website, social media, and email lists. The goal is informing, not selling. Valuable education builds trust and credibility.

Offer a free initial consultation to prospective clients who engage with your content.

Stay Top of Mind with Existing Clients

Your current book of business is a goldmine for attracting more clients through referrals and repeat business.

Tips for nurturing existing relationships:

  • Send a monthly email newsletter with market updates, planning tips, new offerings, etc. Include a friendly note.
  • Mail handwritten birthday/holiday cards to maintain personal touch.
  • Look for opportunities to add value like introducing clients to specialists for estate planning, small business services, etc. Become their financial services hub.
  • Schedule regular reviews based on their needs to continue providing the highest level of service and advice.
  • Ask for feedback on how you’re doing and how you could improve. Implement suggestions to show you’re listening.
  • Offer access to educational events and resources like webinars or client appreciation dinners to foster loyalty.

When you consistently engage past clients, you’ll earn recurring business and referrals. Assign tasks like sending cards to support staff to make this scalable as your firm grows.

Utilize Technology

Adopting technology shows you’re progressive and makes serving clients faster and simpler.

  • Client portal: Securely exchange documents, sign forms, access account info 24/7. Portals boost convenience and transparency.
  • Automated financial planning: Software for goals-based planning, cash flow, investment proposals. More time for client-facing strategy.
  • E-signature: Eliminate paper and have clients electronically sign agreements.
  • CRM system: Organize contacts, manage referrals, track interactions, automate nurture sequences. CRMs increase efficiency.
  • Client experience app: Let clients schedule meetings, submit documents, access resources, and receive notifications. Improves communication.

Evaluate new solutions that could systematize client acquisition and retention. Avoid programs that detract from service personalization.

Advertise and Promote Your Services

Paid advertising provides another avenue for getting in front of prospects actively looking for advisors.

Some options:

  • Google/Facebook Ads: Display highly targeted ads to your ideal client demographic and location. Someone searching “financial advisor” in your city is primed for your ad.
  • Premium LinkedIn: Promote content and run sponsored InMail campaigns to decision-makers. Great for B2B.
  • Direct mail: Send postcards, newsletters, or letters to targeted households. Include a special offer to incentivize contacting you.
  • Radio spots: Local radio ads raise awareness. Focus on stations and shows your audience listens to.
  • Print ads in trade magazines. For niche-specific outreach. Advertise in sources real estate investors or doctors read.
  • TV commercials: Costly but eye-catching. Stick to short cable spots for maximum exposure on limited budget.

Track conversions to determine the best platforms for your goals and audience.

Create Helpful Content

Consistently publishing content establishes expertise and brings in organic traffic.

Topics to cover on social media and your blog:

  • Financial concepts explained simply
  • Planning for life stages like retirement or having kids
  • Overviews of account types and investment products
  • Changes in tax laws or regulations
  • Case studies showing how you solved specific client problems
  • Interviews with other respected finance professionals
  • Personal finance tips and best practices

Promote every piece of content across all your platforms.

Repurpose into formats like infographics, videos, and podcasts.

The more high-quality content you produce, the more you will be viewed as a trusted authority.

Focus on Client Experience

Competing solely on service and client satisfaction can set you apart.

Tactics for optimizing client experience:

  • Onboarding process: Make paperwork easy and set expectations upfront to start strong. Follow up post-onboarding to address any questions.
  • Ongoing communication: Share market updates and schedule regular calls. Make it easy for clients to reach you.
  • **Leverage staff: **Administrative support frees up your time for more high-level services and 1-on-1 meetings.
  • Little extras: Send birthday gifts, check in after major life events, offer annual reviews to show you care.
  • Solicit feedback: Ask clients after milestones what you did well or could improve. Incorporate suggestions into workflows.
  • Response time: Return calls and emails ASAP. Use max 24 hour response time as a policy.
  • Value/Fees: Deliver services, access, and results that more than justify your fees. Ask clients if you are exceeding value expectations.
  • Termination process: Make ending relationships easy just in case. Part respectfully to preserve your reputation.

When clients enthusiastically advocate for you rather than you having to sell yourself, your marketing becomes much easier.

How to Grow Your Client Base as a Financial Advisor

Getting more clients is critical for expanding your advisory business in a competitive landscape. Implementing the strategies in this guide requires dedication, consistency, and expertise across multiple marketing disciplines. 

While most financial advisors don’t have the time or skills to master areas like search engine optimization, paid ads, social media marketing, and content creation, partnering with a digital marketing agency can provide that expertise. Social Spike specializes in digital marketing specifically for financial advisors and wealth management firms. 

Their comprehensive services, from SEO to website design to social media management, are tailored to help advisors attract and convert more high-quality leads. Contact Social Spike to discuss how their financial services marketing solutions can help take your client acquisition to the next level.

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