How Hightower Helps Its Advisors Create Effective Digital Marketing Campaigns

Hightower advisory businesses have numerous opportunities to gain practical strategies for growth and scale. One way is through its 20-week business enrichment program, Elevate – where advisors gather with experienced professionals to learn and collaborate together through online lectures, team meetings, group check-ins and practical learning assignments.

A recent class outlined how advisors can best utilize digital marketing tools to boost their practice’s growth and find new clients. Here are a few key takeaways from that session, led by Hightower CMO Abby Salameh.

Digital marketing only works if you use it

“Financial advisors that are actually using digital marketing are growing at a faster pace than those that are not,” Salameh told advisors.

According to a study from Twenty Over Ten, financial advisors who use digital marketing campaigns as a part of their overall marketing strategy drive between six and ten leads to their website every month. Of those leads, Salameh said that between one and two actually become clients.

“If you think about ways that you’re currently driving leads to your business, this is going to be a complement to that,” she said. “While many advisors tend to get new clients through referrals from existing clients, it’s important to stay in front of your clients and your prospects with content that’s meaningful to them.”

Using Hightower’s Engage digital marketing platform, which is available to all Hightower advisors, even those with no marketing experience can easily deploy effective digital marketing campaigns.

Effective digital marketing is a marriage of several different tools

“So many times, advisors get confused about what digital marketing actually is,” said Salameh. “Is it email communication? Is it my website? Is it social media? The truth is that it’s all of those things!”

Salameh says effective digital marketing comes from utilizing SEO, social media, your website, your metrics, your email campaigns and your blog content all at the same time. While this can be difficult for advisors with no marketing department and little knowledge of the industry, through the Engage portal, advisors will find all the pieces of this puzzle assembled for them – from customized blog posts and email campaigns to social media posts, SEO metrics and suggestions for optimizing web content.

Measurement is key

Without measurement and analytics, even the best marketing campaigns cannot reach their full potential. That’s why digital marketing is such an important tool. Because it’s all online, measuring the success of your campaigns is much easier than traditional marketing methods, such as flyers or pamphlets.

“The most important part of digital marketing is measurement,” said Salameh. “The Engage platform has an incredibly intuitive and easy-to-use reporting structure, so there’s no reason you can’t go back and look at how your campaigns are performing and see what’s engaging your clients and prospects.”

Once you’ve done that, Salameh says you can create a mapping journey that will take them through additional campaigns based on their behavior, activity and interest around your initial efforts.

“Our Engage platform is really so simple,” said Salameh. “It all works together to help advisors with their organic growth initiatives.”

To learn more about Hightower’s Engage platform, please email us at advisorsuccess@hightoweradvisors.com