Niche Marketing: Narrowing Your Focus to Attract More Quality Prospects

Niche Marketing - Narrowing Your Focus to Attract More Quality Prospects

In recent years, the commoditization of investment advice has forced an increasing number of financial advisors into offering more comprehensive financial planning as a way to add more value to the client relationship. As a result, the financial planning space is becoming much more crowded, making it difficult for financial advisors to stand out.

That is why many practice management consultants recommend that financial advisors establish a niche to more quickly build their businesses, focusing on a more targeted market they can dominate rather than a broader market they can vanish in. The key to differentiation in a crowded field is to become more focused and specialized to become recognized as the best-of-breed for a specific type of clientele that can be served profitably and effectively.

Successfully crafting a niche is not without its challenges, and most advisors avoid attempting it for fear of narrowing their field of prospects. However, any advisor who has found success in a niche will tell you that, while you may narrow your field of prospects, you increase the likelihood that a higher percentage of prospects in the niche will choose to do business with you.

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For Highly Ambitious Advisors, Influence + Credibility = Thought Leadership

Becoming a Thought Leader - For Highly Ambitious Advisors, Influence + Credibility = Thought Leadership

Becoming a thought leader enhances your personal and professional stature within your industry and community, making you much more appealing as an authority and person of influence. When an advisor is viewed as a true thought leader, they attract the attention of influential clients who use their influence to refer other influential people.

As previously discussed on the blog, content is the key to building influence. Producing compelling, thought-provoking content delivered through your website, a blog, and emails, is how you establish your authority in the field. The more it is viewed, the more influence you can build, which is where social media comes in. Posting your content on LinkedIn, Facebook, Twitter, and other social media sites expands your potential audience and builds your online influence.

But that’s just the beginning. While influence is critical, without credibility, it can be fleeting. Blogging and social media engagement are essential for building thought leadership, but when you can share your thoughts in high-profile settings you gain invaluable credibility.

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