How to Keep Your Growth on Track Amid Market Downturns
When markets take a turn, searching for new business opportunities can quickly get pushed to the back burner as you spend more time focused on current clients. Volatile market movements, like we’ve experienced as of late, require an enhanced level of attention to client communications and portfolio management.
Now more than ever, it is crucial to remain visible to prospective clients. With all in-person events and conferences on hold, for the time being, your marketing toolkit can help you connect with clients virtually and maintain steady growth for your firm.
Our Senior Vice President and Head of Marketing Amy Gordona recently authored an article for ThinkAdvisor on specific strategies to consider:
Identify your key differentiator and define your ideal client profile.
Competition is heating up in the financial services industry every day. Zero in on what area of the market you can serve most effectively. Cater your messaging and product offerings to meet the needs of that segment of the market.
Conduct an audit of your website.
As the old adage goes, you only get one chance to make a first impression. In the digital age, our first instinct is to Google a potential service provider. Ensure that your website is up-to-date, user friendly, and targeted to your ideal client.
Invest in paid search.
After tidying up your website, implement search engine optimization (SEO) throughout the content. Strategically placing keywords as well as inbound and outbound links will help attract your ideal potential clients to the page. Investing in paid search is a cost-effective way to give you an edge over the competition.
Engage in social media marketing.
Maintaining a strong social media presence is critical to establishing your firm as an industry leader. Financial advisors actively leverage platforms such as LinkedIn, Facebook, and YouTube. Providing a steady flow of timely and relevant content and implementing a paid social campaign can be a game changer for lead generation.
Don’t let market volatility be the reason you hit the brakes on business growth. Regardless of the current environment, it’s important to regularly revisit your prospecting techniques. For more of Amy’s marketing insight, visit ThinkAdvisor.com.