Why building an audience is easier with a niche
I recently has the pleasure of being interviewed by MATT HALLORAN for the Top Advisor Marketing Podcast, specifically about video content for financial advice businesses.
For the latest episode of our own podcast, Intelligent Adviser, the roles are reversed, and I interview Matt interview.
Top Advisor Marketing, of which Matt is a co-founder, works with advisers across the US and Canada on their branding, content and social media.
In this interview, Matt discusses the value of having a niche and producing content specifically aimed at that particular section of the market. He also stresses the importance of perseverance, and explains how many advice firms fail to build an audience because they give up far too soon.
Here are some of the takeaways.
The importance of branding
“I think the problem is there are a lot of financial advisers who aren’t really unique or different, and this is a real struggle for them.”
The value of targeted content
“Making your client feel unique and special and extra-cared-for is a great way to build and deepen a relationship.”
Why online presence matters
“Communication has fundamentally changed. Everybody’s on Google, they’re Googling you, and if you don’t have the right stuff on Google — a podcast, Facebook Linkedin, Twitter, Instagram, video, a great website — you don’t exist.”
Firms risk dying out
“Your client base is ageing, and when your client base gets older and older, what happens is your book value goes down exponentially. Everybody else is on social media, and if you’re not there you’re going to get left behind, and your book’s going to die out.”
You can listen to the podcast now, either on SoundCloud or iTunes.
Please do leave a comment and, even better, a review.
Adviser 2.0 is produced by Regis Media, a boutique provider of content and social media management to financial advice firms around the world. For more information, visit our website and YouTube channel, or email Sam Willet or Christina Waider.