Five Key Marketing Trends for Advisors in 2013

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.Kristen Luke

After taking a lengthy break from blogging last year, I’m renewing my focus on writing in 2013. I hope you enjoy this first of many articles coming this year.

It is a new year and time to experiment with fresh marketing ideas. Keeping up with trends isn’t just a way to tell your colleagues you are on the cutting edge of marketing. You need to understand how consumers are changing and how you can keep your message delivery relevant. If your marketing is getting stale, here are five marketing trends for 2013.

Mobile-friendly marketing

By 2015, more Americans will access the Internet through mobile devices than through PCs.1 For this reason, there will be more focus on mobile-friendly marketing in 2013. For advisors, this will come in the form of mobile-friendly websites.

Some advisors will opt for websites that are compatible for viewing with a mobile device, while some will choose a separate dedicated mobile website that provides easy links to contact information (email and phone) and directions or a map to the office.

Another trend among web designers is responsive design. Responsive websites resize and adapt for optimal viewing no matter what device you use – from mobile phones to desktop computers.

Advisors will also be looking for more ways to market through mobile apps. While advisors have limited options right now, there is no doubt that more vendors will begin releasing mobile apps to help advisors market, such as those currently being offered by Boulevard R and eMoney.

Video marketing

Video marketing for financial advisors has been gaining popularity over the last several years and shows no sign of plateauing anytime soon. Advisors are trading in lengthy written explanations about strategies, philosophies and concepts for short videos. Video accounts for more than 50% of Internet traffic and that number is only expected to increase in the future.2

In addition to the videos advisors already use from vendors (e.g., eMoney) or third-party content providers (e.g., Forefield), we’ll begin to see more professionally produced videos starring advisors themselves as video production costs continue to fall. And of course, we’ll continue to see video blogs created using consumer-grade video cameras, smartphones and webcams. We’ll also see more “interview style” videos where two people at different locations are recorded having a conversation through a platform like Google+ Hangouts (see Bill Winterberg’s FPPad OnAir for an example).