Building your portfolio of clients whether you’re a new IFA, or a season professional can be challenging. It can be hard to market yourself, maybe even feel a bit cringeworthy. There are many advisers for clients to choose from – both restricted and independent as well as the online solutions offered as an alternative. Many prospective clients aren’t sure of the nature of the advice that may benefit them, so don’t know what or whom they are searching for.
There are a plethora of potential marketing tactics that could be helpful. However, you have clients to look after as well and limited hours in the day. It is therefore worth focusing on a few basic marketing ideas initially and expanding your lead generation marketing efforts later or seeking external support for that area.
“Would you recommend my service?”
One of the best ways to meet potential new clients is via personal recommendations. Don’t be afraid to ask for referrals. Be genuine and ask at the end of a meeting, whether a client would be happy to recommend you. Potentially add some wording to your email footer. ‘If you’re happy with my service, please consider recommending me to a friend or family member.’ Some firms offer an incentive to clients who have recommended them, when they sign up the referral.
Utilise social media
Depending upon your target client, utilise social media such as Facebook, Instagram or LinkedIn to showcase your expertise, share clients’ success stories, and share your views on topical issues. Sharing blogs and articles from your company website, adding your own view. It is important to engage, interact, and answer any queries. Post regularly, demonstrating personality, as well as understanding of the potential client needs.
Develop a network of partnerships
There are many networking groups out there looking for members, some consisting of potential clients, industry experts or other business professionals. Building a network of experts who can refer business to you and to whom you can refer your clients, can be a valuable way to meet new prospects. This doesn’t have to just be solicitors, accountants or tax advisers, it could be anyone who works with the type of client that you can advise – think laterally – estate agents, specialist insurers, corporate financiers and so on.
Many networking events have a speaking slot – a chance for you to outline how you help your clients and could be a professional to partner with. A good way to use this opportunity to illustrate how you’ve worked with a client, how you’ve assisted them in achieving their goals and how you could help the clients of those in the room.
Social proof
Collect your testimonials, reviews and success stories, and ensure they are on your website. If you have won any awards relating to satisfied clients then sharing them online is helpful.
Additionally, ask satisfied clients to add a google or vouched for review, to show how happy they were.
If you need any assistance with developing a wider marketing strategy, please don’t hesitate to contact me for a chat.
