Is there anything more difficult than trying to set yourself apart from other financial services professionals? Yes, but there aren’t many. FinTech has certainly revolutionized the financial services business for the better, but many firms still market in the same way, and going forward, that may not be the most efficient use of time. So, how are forward thinking financial firms marketing themselves?
Most successful financial services firms have found a way to provide their audience with original content. This original content is typically distributed via blog. You look at any advisory firm that has recently increased its assets under management significantly you will find that most, if not all, have a successful blog with high readership. Great examples are the blogs Pragmatic Capitalism, The Reformed Broker, or A Wealth of Common Sense.
In addition, some of these firms may have a newsletter providing original content. The newsletter may be in addition to the blog or a standalone content distribution vehicle. This may not hit as many people, but it will hit a market that’s already interested in what you have to say, as many of these newletters have voluntary sign-ups. Some may even cost money for “exclusive” content. Even though newsletters may not hit a large audience, it certainly hits a very specific audience that is very interested in the content that you provide and is willing to take the additional step of signing up and/or paying money. One terrific example of a highly respected newsletter from an advisory firm is the Investech newsletter. Mr. Stack charges for this service, but the content is terrific and I’m sure provides him a steady stream of prospective clients.
Recently, there have been a few advisors that have leveraged podcasts. Podcasts are certainly not a new phenomenon, but they are fairly new in the financial services sector. The few advisors that leverage podcasts are doing this in addition to blogs and/or newsletters. Most dedicate a serious amount of time to creating a podcast. A couple podcasts that are fairly successful in the financial arena are “Masters in Business” by Barry Ritholtz and Fireside Markets by James Osborne. I can’t be sure of the size of the audience that listens to these podcasts, but it’s another unique way to hit an audience that appreciates your insight.
Of course, it’s imperative that financial services firms have some sort of presence on social media channels like Twitter, Linkedin, Facebook, and/or StockTwits. These are great ways to build an audience that can then be directed to your company’s website, blog, newsletter, podcast, etc. If you don’t feel like spitting out content on social media, hire a company that will provide the content for you, like Vestorly.
Last, some great books to read for marketing ideas and proven methods are shown below. Even though some of these books may not hit directly on advertising in the financial services arena they still give great insight into what works.