Virtual Financial Advisor Marketing: 3 Primary Areas of Focus for Facebook Ad Campaigns

facebook ad campaigns for financial advisors

With over 2.6 Billion monthly active users, Facebook is the most popular social media platform in the world.

Virtual financial advisor or not, the majority of your audience is reachable online, and that is why targeted Facebook ad campaigns can be so critical to your business’s success. They form a crucial part of the virtual sales process. Without targeting, you will be spending advertising dollars on people who may never be interested in or require your services.

One of the reasons why Facebook is so popular, especially for business owners, is because it allows you to make a custom audience based on four main categories, including:

  • Location
  • Behaviors
  • Demographics
  • Interests

Better yet, you can retarget users who have already engaged with your brand. Through retargeting, you can reach audiences who already know you by re-advertising to individuals who have already visited your website, Instagram, or Facebook Page. I cannot stress this enough – retargeting is EVERYTHING when it comes to getting the most of your digital marketing advertising.

Now, when it comes down to an ad campaign, there are so many options available to you; a plethora of approaches one can take. It can prove tricky and confusing at the start, which is why we have put together an outline that will work specifically for you, the virtual financial advisor. Here are the three primary areas to focus on when setting up your Facebook ad campaigns.

Engagement

Virtual Financial Advisor Marketing tip#1: Tap into The Emotions of Your Ideal Client

How do you get your ideal clients to engage with your brand message? Through emotion. Demonstrating your service’s benefits will show how you can help, but feeling creates the motivation to seek that help. Find ways to connect with your audience, to resonate with them genuinely.

It would be best if you put yourself in the shoes of your ideal client. What do you want them to feel when they see your ad? What is it that will help them connect to your mission? How can you drive action?

You can get there by focusing on their pain points. For example, an individual seeking financial security for their family, someone struggling to set up a trust for their children, or not knowing how to invest their money. You know your ideal client more than anyone else, so speak to their needs directly. Be creative.

Facebook engagement campaigns are one of the cheapest ways to generate micro-conversions that you can use in future retargeting efforts. Furthermore, these micro-conversions; Facebook shares in particular, contribute to what the Facebook algorithm identifies as viral.

facebook engagement notification

Traffic

Once you have a message, you can start using Facebook ads to build up relevant site traffic to your essential services, landing pages, and articles. When driving traffic to any page on your site, you want to ensure that you have a Facebook pixel unique to your business installed before you start any campaigns. Why? Remember we mentioned retargeting? That’s where Facebook pixels come in – what’s the point of driving all of this traffic if you cannot re-engage warm users with an offer that is relevant to them?

Virtual Financial Advisor Marketing Tip #2: Building Pixel Data

The Facebook pixel is code that you install on your website that collects data, helping you with the following:

  • Facebook ad conversion tracking
  • The optimization of those ads
  • Building targeted audiences for future Facebook ads
  • Remarketing to individuals who have already engaged with your website

Facebook pixels work by placing and triggering cookies to track users as they interact with your website and your Facebook ads – crucial to obtaining measurable results. Here is a step-by-step guide on how to set one up.

Conversions

Virtual Financial Advisor Marketing Tip #3: Use Lead magnets

Simply advertising your services and expecting conversions from your ads is unrealistic. Yes, it works sometimes, but to ensure it frequently works, offer your audience something of value as well. As I highlighted before, part of building a robust digital infrastructure as a virtual financial advisor is sharing some of your expertise for free. Either through hosting a free webinar or offering an eBook full of valuable information, you will reel your ideal clients in.

Together with addressing your audience’s pain points and using the Facebook Pixel to track and retarget, you’re setting yourself up for a successful ad campaign.

By giving your audience something of real value for free, they’ll usually be happy to fill out a form on your website. Once you have their information, you can then follow up and convert them into a client.

Great ideas for lead magnets:

  • Templates and spreadsheets for your prospective clients to use in their personal finances
  • Free webinars hosted directly on Facebook through Zoom
  • Webinar replays hosted on your website
  • Interactive quizzes offering advice once their score or results are determined
  • How-to guides (think investment or saving tools & tips)
  • Comprehensive eBooks (think “How to Rollover an IRA”)
  • Explainer videos

facebook conversion ad

When using the above, you will then be able to use lookalike audiences for your future campaigns. Lookalike audiences are a highly effective way to reach new members of your target audience. Why? Because they enable you to connect with new users who are most similar to individuals you have previously converted into high-value customers. You can find a step-by-step guide here.

When it comes to Financial Advisor marketing, Facebook ad campaigns are just one cog in the machine of a successful virtual practice. There is a ton to set up and manage to get the most out of our digital marketing efforts.  Notice how I didn’t suggest you boost a post?  There is a reason for it!

Digital marketing for financial advisors is the new way you prospect for clients.  No more cold calling, door knocking, or cheesy seminar dinners.

You can learn more with this free eBook I created, Lead Generation in a Digital Age.

As always, thank you for reading, please consider me a resource.

Best Regards,

Derek

The Importance of Robust Digital Infrastructure for Financial Advisors in a Virtual World

robust digital infrastructure

When I refer to a robust digital infrastructure, I am talking about the tools and strategic plan you’ll need to thrive as a financial advisor in a virtual world – technological capabilities and efforts imperative to your success.

Even though modern-day consumers have been using online banking and mobile applications for years, the concept of online financial advisors is still relatively fresh, although quickly becoming a demand and the norm.

The question is, how do you cater to that demand, how do you make your target audience aware of your services? You do by creating a robust digital footprint. And how do you create a robust digital footprint, you ask? By implementing the following crucial online efforts, which form the foundation of your robust digital infrastructure:

Be Social

When it comes to brand awareness, your social media efforts are critical to building your digital infrastructure – this cannot be undervalued. Without a proper social media plan, no one will ever know about your business.

linkedin social media posts for financial advisors

An effective social media plan consists of:

  • Soft marketing
  • Brand awareness
  • Talking about solutions and benefits of the work you do to your target audience
  • Actively engaging with others content regularly
  • Posting about live seminars and webinars relevant to your brand or that you have created yourself
  • Being genuine and transparent with your audience
  • Growing your network
  • Positioning yourself as a thought leader
  • The blending of personal and business social profiles and content
  • Frequently sending direct, personalized messages to your ideal client to build a relationship, not pitch!
  • Collecting email addresses, in exchange for content of value (eBooks, etc.) by directing people to your other channels
  • Video posts (better for engagement)

The whole point of social media is to educate your audience and stay away from pushy sales and products.

Host Live Virtual Seminars

By creating virtual seminars that dive deep into your brand and services, you can engage directly with your audience through live Q&As. You can also record them and post across your social media channels later, resulting in helpful content.

When it comes to the kind of content, you can create multiple presentations for specific topics and, in turn, breakdown and serve your target audience even more. Your virtual seminars can also be used as free giveaways (downloadable), strengthening your relationship and connection with prospective clients.

Have A Clean & Transparent Website

As I’ve highlighted before in previous posts, you can host all your content on your website; this will drive SEO efforts and become your “home” online. Be sure to regularly update it with new content to keep your audience engaged.

Clients should be able to book an appointment with you through your website too, which can be managed through an embedded calendar.

The possibilities are endless, but ensure that your website clearly states who you are, what you offer, and whatever you do don’t forget to list your prices – highlight your purpose.

Build A Mailing List

Now that you are creating excellent content, you can use giveaways (free downloads) to get prospective clients to sign up for your mailing list. For example, you give them a free webinar, seminar, or eBook, and they have to sign up to download it.

The benefit of building a mailing list as that you can retarget to people that you know for sure are already interested in your service offering.

Invest in Paid Ads

A whole other ballgame, but incredibly effective. With paid ads, you can also create an “ideal client” audience to market to.

Paid ads are a necessary investment, but they aren’t cheap. They do, however, garner instant results (you get what you pay for).

Paid ads essentially drive more traffic to your website from search engines such as Google or Yahoo, meaning that the traffic is relevant. For instance, if someone types “Virtual Financial Advisor” into Google, you could potentially (depending on how relevant your content is, and how much budget you have) be the first result that comes up.

This is something you don’t need to do right off the bat, build a solid foundation of digital infrastructure first, otherwise you are throwing digital spaghetti at the wall!

Build Relationships with Other Industry Players

By forming relationships with other industry players, they can potentially become what I like to call “referral partners.”

xy advisor podcast

You can achieve this by guest blogging on another brand’s website, featuring on a relevant podcast, or generating backlinks to your own blogs. Backlinking, in particular, is super useful for building the credibility of your website. When one of your “referral partners” link back to your blog, and they have a high trust score, your content automatically becomes more trustworthy in the eyes of Google.

These relationships are strategic and should be beneficial to both parties.

In a nutshell, being relevant and visible is accomplished by being active online with engaging and highly valuable contributions to your specific industry.

Alright, that’s it for now! I hope you enjoyed reading my insight into the importance of robust digital infrastructure for financial advisors in a virtual world.

To dominate the digital space as a financial advisor, find out more about my virtual advisory system Conneqtor – it’ll transform your business.  Hint hint, we teach advisors how to do all of this in our virtual advisor system…..

Kind regards,

Derek Notman.