Some marketing techniques work better than others for financial advisors.
The five most effective techniques for freelancers (who share key characteristics with financial advisors) include the following, as described in The Wealthy Freelancer:
- Tapping your network
- Getting more out of existing clients
- Investing in smart local networking
- Leveraging social media as a networking tool
- Employing direct mail
My network has always worked best for me, but the other four techniques help, too.
My referrals come mostly from current and past clients, many of whom subscribe to my monthly e-newsletter, another big contributor to my marketing successes. Although my clients typically work for large companies that aren’t big on social media, they seem impressed by my social media visibility. Social media has expanded my network to include some great professional colleagues, referral sources, and an occasional client.
Smart local networking inspired me to launch my business. Many Bostonians have been generous with their time, advice, and connections. The Boston Security Analysts Society became one of my first clients and its timely presentations have provided the topics for many of my blog posts.
Direct mail has been the least effective technique for me. But I probably haven’t given the U.S. mail a fair chance because I’ve been so lucky with referrals from my network.
Thank you, all of my colleagues and referral sources, who have encouraged me! Every little bit helps.
What works best for you? Please answer the poll in the right-hand column of this blog. Feel free to leave a comment, too. I’ll report on the results in my January 2011 e-newsletter.