Imagine never having to do your least favorite chore!
Marketing automation goes a long way. Automating your emails, social media and content creation saves a lot of time and effort.
But it should never be a replacement for personalized messaging. Instead, implement automation once you know where your clients and audience like to spend their time. This way your messages are accurate and relevant.
With that in mind, I’m sharing six things every financial advisor should automate in their marketing.
1. Content creation
Creating content is a very time-consuming task, but that doesn’t mean you should create less content.
Instead, customizable content will let you stay up to date on your posting schedule while saving you time in the creation process.
This strategy should never replace original content, as anything created by your firm is always better. But for those months where there isn’t enough time, customizable content will be a life-saver; just make sure to personalize it a bit before posting! As a bonus, here’s a quick checklist to personalize your content and improve your SEO:
Tools like Twenty Over Ten’s Website Engine and Lead Pilot help advisors achieve all of this by providing highly customizable and ready-to-post content:
2. Email Marketing
According to Constant Contact, among digital marketing strategies, email marketing has the highest ROI. It is also one of the least expensive tactics to deploy. And like with content, email marketing automation is a huge time saver.
However, it is easy for advisors to fall prey to common email marketing automation blunders. Even though you may be automating your email marketing efforts, apply a personalized touch.
Segmentation is the key, allowing you to create separate lists within your contacts to differentiate members of your audience based on demographics like age, employment type and location. After all, a 30-something might not find a blog post on retirement as interesting as one on investments.
Once you have the necessary information, there are a few ways to personalize your message before clicking “send.” Here’s how:
As for email automation tools, there are a few advisors should consider:
3. Social Media
Automating your social media content is all about making the time to focus on what will really build your following – engaging with your audience.
Focusing on evergreen content (content that’s relevant at any time) is best for automation. But just like our other categories, don’t forget to craft original posts!
Most of all, use some of your extra time to engage with your audience by doing the following:
Remember, the key to social media is to be social, using a tool like Lead Pilot, you’ll have the time to do just that. Along with the app’s email options, Lead Pilot provides advisors the same level of automation and customizability for social media:
Your contact list is incredibly important, it’s your clients and audience after all. But every member of your contact list is by no means the same, and neither should the messaging directed towards them. This is why it’s incredibly important to utilize a customer relationship management (CRM) software.
A CRM provides organization and communication solutions for a growing business. But before you select a CRM, do the following:
Analytics are essential for the success of your business. They provide detailed information on your website and marketing efforts, providing you with the metrics to understand what’s working and what's not.
But, just as there are multiple platforms to help with your marketing efforts, there are multiple analytics tools to measure their success. As an advisor, your main focus must be on the performance of your website, social media and email marketing. Having a tool to measure each of these is essential. Here are a few options:
6. Live Chat
The way visitors interact with websites has changed. Live chat used to be considered a convenience but is now expected on many sites. In fact, according to SuperOffice, the use of live chat is expected to grow by as much as 87% in the next 12 to 18 months.
But live chat is not just a benefit to visitors. It’s also an excellent tool for advisors. By utilizing live chat, you can reduce the number of people required for support and discover holes in your website. For example, a common question received in live chat could be added to your FAQ page. Best of all, many live chat services can integrate directly with your other marketing tools, allowing for more comprehensive data collection.
For example, this live chat service on North Landing’s website requests the visitor’s email before sending a message, making it a great location for lead capture:
Like other services, advisors have options to choose from when it comes to automated live chat:
With your new automation set, your firm is free to focus on other marketing efforts. Just remember, personalized messaging will always be more effective than a canned response. Take the time to engage your audience and always make sure your message is relevant.
Automation is necessary for the modern advisor. It allows your firm to be active in every avenue of digital marketing, from social media to email and content creation. But this does not mean your marketing strategy should rely entirely on automation. After all, automation comes at the cost of personalization. Instead, use the tips above to take advantage of the room that automation provides, and focus on the areas that matter most.