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Advisors Should Start With Local Media Before Going National To Hone Their Message, Positioning
I often hear from potential and new financial advisor clients how they want to be in top national media like Smart Money magazine and CNBC. Yet, they have completely skipped an important building block to getting into the national mainstream press: being in their local media.
Many advisors dream of being on the cover of a national magazine, but most need to ask themselves, “What will this do for me?” Most small advisors I know and have worked with over the years tend to have a client base that is local. Most want to build on this segment of their market. In that case, their local media has far more value to them than does the national spotlight.
Advisors can tap into this market in a number of ways: letters to editors of their local newspapers on topics in the news in which they have an opinion; news releases on company news – new hires, milestones reached, anniversaries and a like; byline articles in their local business journals; being a source to local media for stories in the news locally; local TV where there may be a show focused on finance – for example in Connecticut, there is a show On the Money on News 12. This is the way to garner local press and attract new clients locally. Demonstrate your knowledge, ability, experience and expertise.
In addition, it gives investment advisors the ability to hone their messages and position themselves as an expert in certain financial areas in a much smaller market. Perhaps you see yourself as a retirement expert. It is important to focus on what strategies you use with your clients that others can use. What are the retirement challenges your clients are facing and how do you solve them? What is the message you want the public to know? Is it that you can retire regardless, or that people should expect to work in their retirement years?
Once you have been in some local media and you still see the need and value of being in national media, the video of appearances on local TV can be used to try and get spots on national TV. The articles, be it as letters, quotes, or stories about your business or how you help retirees can be used for further pitches to national print reporters.
So when you see the need to get some publicity and have a desire to grow your practice, first ask yourself who you want to attract as clients, and approach those media outlets that serve your desired and current clientele.
Questions?
How and why does the Advisor Products system work?
In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.
A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.
- Differentiate you from competitors
- Expose clients and prospects to your brand message more frequently
- Build an ongoing relationship with customers
- Increase your follows and fans on social media
- Drive more prospects to your website
- Help convert prospects into leads
- Increase number of pages indexed in Google
What products and services do you offer?
Can I buy services if my website is not hosted with you?
What can I expect during the onboarding process?
What if I have questions after my website is built?
Seeing is Believing.
See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.
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Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
