Best Practices: Marketing to Your Ideal Client with Lead Capture & ABM

Potential clients today are online and seeking information about how to best manage their wealth. Are they finding valuable, relevant and targeted content on your website?

With the wealth of information modern investors have at their fingertips, if you’re not offering your clients resources that will help them make informed decisions about their financial futures, someone else will.

But how do you create enough content to capture every client demographic? You don’t – you focus on a single, ideal client and create a compelling message that resonates with them and inspires them to work with you.

Who is your ideal client? 

You can target any client, just not every client. Advisors who cast too wide of a net run the risk of becoming so generalized that their brand becomes interchangeable with every other financial service business.

Rather than trying to appeal to every potential client, your marketing efforts will be better spent with targeted efforts that highlight your firm’s unique strengths.

It doesn’t matter whether your ideal prospect is a doctor, a teacher, or an entrepreneur. If you can show you understand the unique challenges they face every day, you’ll differentiate your firm above the generalists.

Key questions to consider regarding your ideal client are:

  • Who are they?
    • Consider their age, income, net worth, professions and more.
  • What do they care about?
    • Are they focused on retirement, charity, savings for college?
  • What are their pain points?
    • Are they worried about leaving a legacy, managing their business, etc.
  • Where can you find them?
    • Beyond geographic locations – where can you engage with them? Think professional organizations, blogs, websites etc.
  • Why do they need you?
    • Good question, keep reading.

What differentiates you? 

Once you understand who you’re targeting, it’s time to consider what differentiates your offering and the distinct value you bring to your ideal client. Why do they need you?

Uncover your obvious and hidden strengths while developing an approach that shows you are uniquely positioned to handle their needs.

Does your firm specialize in the ultra-high net worth clients, or are you experienced in handling high earners who are still accumulating their wealth? Try creating a short list of what makes you stand out from other advisors to help you refine your value proposition.

Now bring it all together and map it out.

Once you know who you’re targeting and have considered how you are best positioned to meet their needs, it’s time to bring it all together. Map out the connections between your potential client’s wants and needs, and what you can offer them. By doing so, you can create a powerful message that marries your strengths and their challenges.

Take inventory of the messages and content you have available today, and refresh them to reflect this new positioning.

Once you have your key messaging, you can begin creating the targeted content you’ll use to attract and capture new prospects.

Want to take your marketing to the next level?

Don’t forget to use eMoney’s brand new feature, Lead Capture, which enables you to reach, capture and qualify leads online. With this new tool, you can create a dedicated online page designed to attract and capture your ideal client’s interest.

If you really want to offer your prospective client an experience they won’t forget, pair Lead Capture with Advisor Branded Marketing to create an even more personalized and engaging experience. After all, it’s proven that adding video to a web page can increase conversions up to 80%.

With these best practices, you can begin to create a targeted message that highlights your distinct value, includes visual and engaging content and positions you as a subject matter expert. See below for an example:

With results like that, you’ll quickly be able to take your business to another level.

Did you know Advisor Branded Marketing is available on September 19? Learn more about the next generation of advisor marketing!

Joseph Pearson

Written By

Joseph Pearson is a Client Communications Supervisor with eMoney Advisor, LLC. A three-time eMoney Wingbowl Champion, one-time Chili Cook-off Runner-up and Gold Stevie® Award-winning Front-Line Customer Service Professional of the year for 2016 - Joe is a proud father, devoted husband, and he always tries turning it off and back on again before calling IT.