In a recent guest column for Advisor Perspectives, Hart notes three FA marketing trends to watch for in 2022. They are:
- Credibility marketing: “Financial advisors need to focus their energy on projecting a holistic presence that markets their expertise and credibility… It means finding ways to build a credible reputation, harnessing that reputation and integrating it into a marketing strategy.” This can include writing “thought pieces” or guest blogs for reputable publications, executing on your earned media strategy, publishing impactful content on social media and encouraging clients to leave reviews about your business.
- Recruitment marketing: Amid the Great Resignation, you may want to focus on recruitment marketing, or finding and engaging talent. “Employers with positive recruiting practices and a candidate focus don't just attract the best talent, they enhance their own brand in the process.”
- Google marketing: While not new, Google still dominates as a marketing strategy for advisors, especially regarding Google Ads and SEO (search engine optimization). “As of 2019, there were more than 112,000 monthly searches for either ‘financial planner’ or ‘fee-only financial planner,’” according to the publication. And its critical to ensure you’re appearing near the top of those searches. “Moreover, Google's newer offering of "local service ads" (LSAs) appear at the very top of the search results page in certain service areas, making it a fantastic option for financial advisors.”