The best thing you will ever do for your financial planning business

It’s no secret that I’ve been beating the marketing drum since the very beginning of my career. Captivating content, networking, building professional relationships, having a true sense of self and my core values have all been the foundations of the creation of the financial planner life.

So, it comes as no surprise that I absolutely love talking to those within the financial planning space who also see the endless value in what good marketing can bring to your firm.

It is an essential tool when it comes to gaining new clients and building a successful financial planning business. There are many strategies that financial planners can use to reach potential clients, such as a strong presence on social media, a great website and valuable, frequent content (to name a few!). Each of these strategies has the potential to bring in leads, so it's important for financial planners to experiment with different approaches, and to find out which ones are the most effective for you.

Last week’s podcast guest, Nicola Crosbie (Chartered Financial Planner) has been in the financial planning biz for many years, starting off, a 19-year-old administrator and eventually climbing up the ranks to a Chartered Financial Adviser and Director of her firm `Moran Wealth Management’.

Nicola went into detail about how marketing helped propel her business forward. She has a marketing manager, Joe, on a two-day-per-week retainer who initially took time to dig deep into Nicola’s mind, asking fundamental questions like What is it that you do? And What are the reasons you do what you do? She learnt all about Nicola’s business, what made her tick and what her core values were and how that is transferred into the way she deals with her clients.

Like Nicola, many financial planners (or anyone for that matter) can find it difficult to put themselves out there. It can be a struggle to “sell yourself” So it was her outsourcing of a marketing expert which helped drive her forwards. Since then, Nicola has been nominated for multiple awards as well as winning awards. It has brought her out of her shell and helped her gain long-lasting client relationships with similar values.

“Hand on heart I can say that working with a marketing specialist (Joe) has been the best thing I’ve ever done for my business.”

One last fundamental that I won’t leave out is reviews and testimonials. This is so simple and yet so valuable. It helps demonstrate your worth to new potential clients and also reassures them when they are taking you on as their financial adviser. I wholeheartedly agree with Nicola on this, and on everything, we spoke about in this episode.

Nicola’s story demonstrates that outsourcing a marketing manager can help craft your message, help you understand your values and ultimately, gain more business. With the right professional help, you too can create an engaging brand that resonates with customers and builds long-lasting relationships.

If you feel inspired and would like to know more about how marketing, video or podcasting can help propel your brand, my inbox is always open.

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I would highly recommend listening to Nicola’s full episode below:

Also available on Spotify & Apple