How to Get New Financial Planning Clients

Maybe you’re a new advisor looking to build a robust practice. Maybe you’re an established advisor hoping to get a handful of new clients each year. Maybe you’re an advisor who has just realized that the clients you’ve been attracting aren’t the ones you really want to work with.

The bottom line is that you need to attract new clients.

There are so many “tried and true” methods to getting new business. In-person networking, hosting events, and postcards in the mail have helped plenty of advisors build a business. And if you ask someone who has been around for decades, they’ll say that it’s all about referrals.

Well…yes and no.

Over the last 10 years, there has been a noticeable shift in how advisors market themselves. From establishing a podcast to hosting online webinars, there are many ways to get your name out there. The most important thing is to not forget to establish a good digital foundation before you start throwing a lot of money at marketing.

STEP 1: Develop a Client-Centric Website

It wasn’t that long ago that financial advisors had basically a digital business card as their website presence – especially if they were part of a larger broker-dealer. It was a screen that just showed a short bio, a headshot, and contact information.

Now it’s important to have a website that accurately represents your business but with the client at center stage, addressing common concerns, goals, and challenges that your ideal clients face.

Your website is the foundation of everything you do. You need to make sure it is something you’re proud to share because all of your outreach – even if it’s the old postcard in the mail – will take people back to your website.

STEP 2: Leverage Lead Generation Tools on Your Website

As Michael Kitces said, “Ultimately, the bottom line is that most people who visit your website are likely just in the information-gathering phase, or may be an even more “casual” visitor who is not yet ready to contact you for a one-to-one meeting. And if the only choices you provide them are to contact you for a meeting, or leave, virtually all of them will choose the latter.”

Providing a well-thought-out opt-in – like a checklist, eBook, or budgeting template – gives your potential clients a high-value resource that allows them to get to know you before they invest in your services. It also moves them from a cold lead to a very warm prospect.

Not only that, but by using an opt-in that addresses a specific problem, you now know what issues to address—your understanding of this potential client has just grown exponentially, and you can now do some intentional follow-up.

STEP 3: Build an Email Marketing Funnel for Long-Term Client Relationships

Email marketing is one of the most robust and cost-effective marketing tools you have. Not only that, but a lot of it can be automated, so it’s not a daily task you have to add to your to-do list. A staggering 320% more revenue is driven from automated emails than non-automated emails.

Here are some things to consider:

• Create a Welcome Email Series: Send a sequence of emails that introduces your firm, explains the value of financial planning, and outlines the services you offer. Each email should educate and nurture prospects, positioning you as a trusted advisor.

• Segment Your Email List: Not every client has the same needs, so segmenting your list allows you to send more relevant content. For instance, separate prospects interested in retirement planning from those looking for small business financial advice. This allows you to provide tailored content that speaks directly to their unique concerns.

• Send Regular Newsletters: Stay in touch with subscribers by sending monthly newsletters with helpful financial tips, updates on market trends, and links to new blog posts. This keeps your audience engaged and reminds them of your expertise. It also allows people to forward a good article to someone they know – an easy referral tool.

Remember that marketing is the key to building your dream financial planning practice. Being intentional about the content you’re putting on your website and the outreach you implement will draw the people you want to work with – and their friends and family – to you.