{"id":13523,"date":"2019-06-11T09:30:00","date_gmt":"2019-06-11T09:30:00","guid":{"rendered":"https:\/\/insights.fmgsuite.com\/?p=13523"},"modified":"2023-07-12T07:03:06","modified_gmt":"2023-07-12T14:03:06","slug":"master-abm","status":"publish","type":"post","link":"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/master-abm\/","title":{"rendered":"Master Account-Based Marketing in 5 Steps"},"content":{"rendered":"

How to Use <\/b>Account-Based Marketing for Financial Advisors<\/b><\/h2>\n

Account-based marketing (ABM) requires investing quite a bit of time in setup but can result in significant ROI for those who dedicate the time to master it. Meaning that account-based\u00a0marketing ideas are important to include. If you\u2019re ready to dive into ABM to scale your growth and revenue, retain and expand your existing client relationships, and land your ideal accounts, this guide will give you the foundation you need to get started.<\/span><\/p>\n

What is <\/b>Account-Based Marketing for Financial Advisors<\/b>?<\/span><\/h2>\n

Account-based marketing is a structured approach to implementing highly customized marketing campaigns for specific clients. This approach addresses the unique challenges these accounts face and tailors campaigns to propose solutions. More and more marketers are turning away from mass-produced blanket marketing, which advertises to everyone, and are taking the time to create more segmented lists and develop customized campaigns to find their true client base.<\/span><\/p>\n

Common Misconceptions about Account-Based Marketing<\/b><\/h2>\n

Many business owners think account-based marketing can only be used for large companies with advanced marketing teams and large budgets. As an independent financial advisor or small firm, you likely do a lot of your marketing yourself. Luckily, putting an <\/span>account-based marketing strategy<\/span> in action and reaping the benefits can be done by small firms as a part of their overall marketing strategy.<\/span><\/p>\n

How to Use ABM<\/b><\/h2>\n

Using automation like our <\/span>social media campaign tool<\/span><\/a> makes it easy to set up a marketing strategy based on <\/span>account-based marketing tactics<\/span>. ABM campaigns take a great deal of patience, dedication, and research, but the effort will be worth it because clients will respond to the personalized service with greater loyalty. The frequency of interactions will show that you are invested in the client by taking the time to address the concerns and challenges that are unique to them, positioning your services above the competition.<\/span><\/p>\n

ABM Example for Financial Advisors<\/h3>\n

Let\u2019s walk through an <\/span>account-based marketing example<\/span> for a financial advisor:<\/span><\/h4>\n

Imagine you\u2019ve been working with a client, and they mention that their neighbor is interested in working with a retirement planning professional. You ask for their name, email, and phone number. You then start sending them a <\/span>general market insight video<\/span><\/a> about once a month.<\/span><\/p>\n

If they engage with your emails, you ramp up the efforts and send them some retirement planning-specific content or a blog post you recently wrote about how it is beneficial working with an advisor.<\/span><\/p>\n

By slowly sharing content that is relevant to the individual\u2019s needs, you build a connection of trust. Hopefully, with patience and helpful content, the individual will reach out to your office to make an appointment.<\/span><\/p>\n

These are some of the building blocks of an account-based marketing strategy. In the congested space that is digital marketing, there is so much noise and so many advisors vying for positions that prospects and clients need multiple touches to feel confident in choosing an advisor. ABM is an excellent way to reach out to your clients and prospects with ongoing communication to build strong relationships.<\/span><\/p>\n

For the past few years, content marketing has been the big industry buzzword. While <\/span>content marketing is still critical<\/span><\/a> to growing your business, ABM is a marketing element worth a look at. <\/span><\/p>\n

ABM Strategy<\/b> Tips for Financial Advisors<\/b><\/h2>\n

Define Your Mt. Everest<\/b><\/p>\n

Every business has a vision of reaching the top of the mountain and landing that one big account to take their firm to another level. For some advisors, this may be taking on a 401(k) plan for a large company or providing retirement planning to government employees. Just as you would create your personas with other marketing efforts, it all begins by identifying what your ideal prospects look like. For guidance, write down a profile of a few top clients and use the criteria to help define your ideal client. Depending on your focus and specialty, you may evaluate attributes such as:<\/span><\/p>\n