The world of financial advising is growing and becoming more competitive. More clients are interested in working with a professional financial advisor, which means more business opportunities for firms. But at the same time, the number of RIAs continues to increase annually. Standing out from the competition and securing new clients requires a strong and recognizable personal brand.
Here are five ways to build your brand as a financial advisor.
1) Find Your Niche
Standing out in a competitive market often means finding your niche. Instead of being a generic RIA who blends into the crowd, find something that sets you apart. Find a niche that matches your skills and interests or where there is demand in the market. Your niche could be working primarily with clients of a certain age, such as preparing clients for retirement or helping young graduates enter the workforce. You could also specialize in certain products or advice, such as working with small business owners or young families.
Establishing your niche helps you hone in on a target area and become known for that specialty. People will soon begin to recognize you as the financial advisor who excels in that field, and you can target your outreach and marketing toward potential clients in that niche.
2) Become a Subject Matter Expert
Becoming a subject matter expert is one of the best ways to build your personal brand. People want to work with a financial advisor who understands the industry and is knowledgeable and experienced. Social media provides an accessible platform to share your message.
Use tools like Facebook, LinkedIn, YouTube, and blogs to share regular content about your niche area. You can provide tips on how to make the most of your money and offer opinions on industry news and trends. The more you share your expertise, the more your credibility and visibility will grow. Potential clients might not be ready or able to sign up for your services now, but by sharing your expert information and advice, they are more likely to remember your name when they need financial advising services.
3) Become Visible in the Community
Becoming a visible face in the community puts you right in front of potential clients and shows that you care about people. Community involvement builds connections, expands your network, and enhances your reach.
Offer a free financial advising class at the local community center, write articles for the local newspaper, or sponsor a booth at a community festival. The opportunities are endless to get involved and help people put a name with a face. Many people might not even know about a financial advisor right in their community, so take the opportunity to build connections with people in your neighborhood.
4) Establish Authenticity and Trust
Modern clients demand authenticity and transparency, especially when it comes to their money. Clients want to know they can trust their financial advisor. When asked why clients initially selected their financial advisor, the overwhelming response was that it was someone they trusted. Being authentic can go far in building trust.
Be yourself as you interact with potential clients and share information online. You don’t have to follow the same process as everyone else. Share personal stories, talk and write naturally, and don’t be afraid to share the ups and downs of financial advising. Being authentic builds connections with people and makes it more likely that they will want to share your resources and expand your brand.
5) Ask for Introductions
Your clients provide a powerful resource for spreading your message and brand. Encourage current clients to introduce you to family and friends. The more they share about your expertise and services, the more recognition comes to your brand.
Current clients can also leave online reviews that take your brand to the next level. Seventy-six percent of consumers search for a company’s online presence before making in-person contact. Great online reviews make you more appealing to people as they start their research. The more online reviews you have, the more your credibility and visibility grow.
Building your brand as a financial advisor isn’t something that happens overnight. It requires continual effort and diligence to make your voice heard. But putting in the work and setting yourself apart with top tools like cloud-based document management from Docupace can help you stand out in a crowded market.
