Online Marketing for Financial Advisors: What Works, and What Misses the Mark

marketing for financial advisors

Are you a financial advisor struggling to make your quarterly and yearly sales numbers?

Does your colleague’s advice seem to fall flat? If you’ve answered yes to these questions, you could benefit from online marketing for financial advisors.

Veteran financial pros are reaping revenue from online marketing. They know how to use the internet to generate leads, expand audience reach, and increase their bottom line.

If you want to learn how to grow your finance businesses online, you need to have the right strategies or you’ll miss the mark. But don’t worry, you’re going to learn everything you need to properly grow your business in this post.

Online Marketing for Financial Advisors

Online marketing has helped countless businesses succeed, but only when it’s used the right way. You can’t simply use every marketing method you find and hope for success. Business owners need to be strategic to find success.

Here are five ways to increase your revenue with online marketing.

1. Know Your Online Customer

When you’re doing business online, it’s important to know your target market. The first thing you need to do is to create what’s called a buyer persona.

Your buyer persona is a depiction of your ideal customer. When creating it, include your customer’s demographics, goals, pain points, and needs.

Perhaps one of your personas is a 50 something male that’s nearing retirement. You probably have more than one ideal customer, so be sure to do a persona list for each customer.

Break it down as specific as possible. Think deeply about their age, income level, and goals.

Whether they’re in the market for small personal loans or ready to purchase a second home, know as much about their lives as you can.

2. Use Social Media

If you’re not using social media to market your business, you should. Financial advisors who don’t harness the power and opportunities of social media advertising are missing out.

Once you create your persona, create the content you want to promote on social media. Facebook advertising provides an excellent opportunity for marketing for financial advisors.

The great thing about Facebook advertising is that it lets you research and hone your target audience by their demographics.

This lets you use your time and resources effectively by focusing on potential customers who would be interested in your products.

Audience Optimization Tool

After you narrow down target market by demographics, check out Facebook’s Audience Optimization Tool. It helps members who would be interested in your services find you.

It’s designed to help your niche market gain access to your social media posts and content.

2. Video Content Marketing for Financial Advisors

Creating YouTube videos offers a good marketing strategy for financial advisors. That’s because customers like to put a face and voice to people they’re interested in doing business with.

Create a video about your company, your team and the services you offer. Put together testimonial video featuring happy customers.

Did you know that video in emails creates a 200% to 300% click-through rate? It works! A word of warning: make sure your video looks professional for the best results.

Something put together haphazardly with a smartphone can have a negative effect on prospects. Remember, the quality of your content reflects the quality of your financial advisor business.

3. Do You Have a Killer Website?

Have you ever seen one of those cheesy financial websites that looks like it was designed by a fly-by-night company? It’s a turn off to customers.

On the other hand, designing a website that’s attractive, responsive, and easy to navigate is a pleasure to visit.

Build It with a Responsive Design

Make sure your financial advisor website looks good on multiple devices: mobile phones, desktops, laptops, and tablets. This is done by having your web developer choose a responsive design template.

When you don’t have a website with a responsive design, images and text get cut off because they can’t adjust to the screen size. A responsive view looks good on all screen sizes.

Your bounce rate will go down and viewers will not become frustrated while they attempt to view your site.

Easy Navigation

Have you ever clicked on a tab or menu on a website and you’re directed to the wrong place?

It’s frustrating.

Make sure your website’s navigation system works. To keep customers on your site, your products and services need to be easy to find.

Use clearly written headings and make sure your prospect arrives on the intended page. You can check it by doing quality control testing. If there’s a problem, make sure and fix it before your finance website goes live.

Making it difficult to find contact information is another common mistake business owners can make. Be sure to place your contact info in a prominent position and it has a link. Most people dislike filling out forms.

Finally, make sure your website pages load quickly and your site doesn’t have any dead links. If it’s in your budget, consider custom web development.

4. SEO and PPC

When you want to drive traffic to your website from a search engine, you have two options: SEO and PPC advertising.


A good financial advisor marketing plan begins with an effective SEO strategy. SEO stands for search engine optimization. This means your web pages are optimized for organic search results.

This gives you a better shot to land on the first page of Google as well as Bing or Yahoo search engines but it doesn’t happen overnight.

An SEO plan takes time to create, but it has longevity. Once your website is high in search rank, it usually stays there unless you’ve done something terrible to upset Google algorithms.

Since SEO concerns many factors, such as keywords, sentence length, keyword placement, consistency, many business owners hire an SEO service.

PPC Advertising

PPC stands for pay-per-click, and it works just the way it sounds. The advertiser pays every time someone clicks on their ad.

PPC advertising is the sponsored text ads you see above the organic search results in Google. They are usually in the top four spots.

But you have to bid for them. PPC is good for time-sensitive promotions, deals, things that have an expiration date. They can create a sense of urgency.

The Bottom Line: Online Marketing for Financial Advisors

When it comes to online marketing for financial advisors, these five strategies will take your finance business to the next level.

Remember, know your customer and incorporate the right social media platform, video marketing, and search advertising strategy. Then watch your finance business soar.

Want to learn how to promote your website? iStats provides expert content to build, measure, monetize and promote your business website.