The biggest mistake financial advisors make with drip marketing…

I suppose my title is a little misleading since the biggest mistake financial advisors can make with their drip marketing is to not do it at all. Assuming that’s not a mistake you are making, here’s the answer you are looking for…

D'oh mistake - Homer Simpson

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You are overthinking it.

I’m in the fortunate position to meet and talk with financial advisors every day. When I ask them what their drip marketing efforts consist of, the top 3 things I hear from them are:

  1. Weekly/Monthly/Quarterly stock market or economic updates. Don’t get me wrong, you are in the financial advice business and stock market/economic updates may be what you think your clients and prospects expect from you. In fact, there are some great turnkey options for you out there. Off the top of my head, I can think of a few that I think do a solid job:
    • Emerald Publications
    • Peter Montoya’s Marketing Library/Marketing Pro
    • Ron Carson’s Peak Advisor Alliance
    • FMG Suite (pretty sure they offer one)

I know I’m leaving plenty of quality newsletters off the list. Here’s the biggest challenge with using market updates as your drip campaign. You’re training them to watch the market, or at least you’re suggesting that it is something you want them to see. This holds true for clients and prospective clients.

2. Cutesy, fluff newsletters. (Maybe you’re even including a recipe.) While this is less egregious than putting the market updates in a prospective client’s face all the time, it’s not likely to trigger them to make a call to come in and see you. It’s still pretty impersonal.

3. The third most common item I hear about when it comes to a prospective client drip campaign is a stuffy financial letter or update on current events. If this is written by you, maybe you could get away with it because it will have a little personality to it. The biggest challenge with most of the services out there is that they have to appeal to the masses when they write content.

I should point out that doing any of the above three items is better than doing nothing. However, you’ll have to concede that most of the emails won’t be read and that hopefully you get a few “branding” points from time to time.

So … what’s the best approach? Something simple and not packed with too much information. If you can personalize it in any way, that’s great, but this can be trickier to accomplish when you are seeking to automate your efforts.

A handful of years ago I created a 3-year drip marketing program for advisors. Literally, every single month I have multiple notes to me about how it triggered appointments. There are a few emails in those campaigns that are the most effective. I’ll share one:

Subject line: Checking in

FIRST NAME,

I was thinking about you and wanted to shoot a quick note to see how things were going and if there was anything I could help out with.

As you know, we help answer questions about ________, and basically anything related to your financial well-being.

I hope this note finds you well. If we can be of assistance, please shoot me an e-mail back and we can try to set up a time to connect.

All the best,

ADVISOR NAME

PHONE NUMBER

I told you that you were overthinking it.

All the best,

Mark

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