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Ahead of the Curve: Essential Marketing Trends for Financial Advisors in 2024

2 min read
January 9, 2024

As we step into 2024, financial advisors face a rapidly evolving marketing landscape. Staying ahead of the curve is crucial for success. This piece explores key marketing trends that will shape the financial advisory sector in 2024.

Video Marketing

Video content is becoming increasingly popular for its dynamic and engaging nature. It's being used for storytelling, to educate consumers about personal finance basics and to build brand awareness in a more relatable and entertaining way.

Personalization at Scale

Personalization in digital marketing is set to continue to gain momentum, with a focus on creating highly targeted and personalized marketing campaigns. This includes personalized email marketing, content marketing and social media campaigns tailored to individual interests, demographics and financial goals. Such hyper-targeted marketing strategies enhance engagement and help build trust and credibility with potential clients. 

Social Media Marketing

Financial services firms are going to leverage social media platforms like Facebook, Twitter and LinkedIn to connect with customers in more meaningful ways. This includes hosting live webinars, sharing personal finance tips and targeted advertising​. Additionally, financial advisors are increasingly utilizing Instagram to reach a younger audience, particularly millennial clients. Identifying and focusing your marketing efforts on the platforms where your target audience is most active is crucial for effective outreach and engagement.

Not Advertising But Educating

Financial advisors are increasingly leveraging digital platforms to market with informative and engaging financial literacy material, a trend that is set to continue in 2024. This content, often highly visual, includes videos and infographics designed to captivate and educate. By utilizing this strategy, advisors are not just building their credibility and authority in the field; they are also fostering trust and stronger relationships with both current and potential clients. This approach marks a significant shift from merely advertising financial products to empowering consumers with knowledge. It enables clients and prospects to make more informed financial decisions and positions financial advisors as trusted educators.

Focus on User Experience (UX)

Financial advisors are increasingly recognizing the importance of UX in digital platforms in enhancing their clients’ digital experience. A focus on UX means creating intuitive, user-friendly interfaces for websites, apps and other digital tools. This is not just about aesthetics; it's about making financial services accessible, easy to understand and engaging for clients. Good UX design simplifies complex financial information and processes, making them more approachable for clients.

Conversion Rate Optimization (CRO)

This will be a key trend for financial advisors who want to improve their online marketing. Essentially, it's about making changes to your websites and online materials to encourage more visitors to take action, like booking a meeting or downloading a guide. By focusing on CRO, financial advisors can better engage with potential clients and increase the effectiveness of their online presence.

Embracing technology, focusing on personalization and maintaining a strong digital presence are key to thriving in this dynamic environment. By staying informed and flexible, you can navigate these trends successfully and continue to provide exceptional value to your prospects and clients.

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Emily Reed
CEO and Co-Founder of HeyAdvisor
Emily is a former associate financial advisor with over 13 years experience in the financial industry. For over 8 years, she has also been working closely with advisors to help them create a more systematized business with a focus on attracting and retaining their ideal clients.

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