Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives
Successful marketing is not exclusive to extroverted advisors. When introverts leverage their unique strengths, they will find a different path to achieving success.
Marketing oneself might seem like a task cut out for extroverted individuals overflowing with energy and a love for networking. But as a hardcore introvert myself, I am here to debunk this myth and share with you a roadmap to marketing success that leverages the strengths of an introverted personality.
Embrace the introverted marketer within
I know the exhaustion that follows hours of meetings, the reluctance to be in the spotlight, and the preference for one-on-one interactions over networking events. Yet, despite not fitting the stereotypical marketer mold, I have managed to carve out a successful path in marketing, largely by focusing on strategies that play to my strengths as an introvert. In fact, I believe I am a good marketer because I don’t have the extroverted personality to bring in business based on my personality alone. I have to find ways to get people to want to work with me before they ever meet me.
Writing has been my introverted marketing tool of choice. I can take the time I need to perfect my message without the immediate pressure of live and face-to-face interactions. From blogging to guest posting, to authoring my own book, to crafting drip nurturing campaigns, I have been able to hide behind the power of words to reach my audience.
If you find yourself relating to my experiences, here are some marketing strategies that could work for you:
Start with a strategy: Have a plan to ensure more effective marketing, avoiding a scattergun approach. A strategy will minimize the time and effort you put into marketing overall, allowing you to focus your energy on other areas of the business.
Focus on a niche: By selecting a niche, you’re targeting a smaller audience, making it easier to gain recognition with less effort since there are fewer people you have to reach.
Focus on your audience: If being the center of attention makes you uncomfortable, shift the spotlight to your prospects. Tailor your marketing strategies to address their problems and cater to their needs rather than promoting yourself.
Content creation: Blogs, videos, or podcasts allow introverts to share their expertise without the pressure of immediate direct interactions, offering flexibility and the comfort of making edits as needed.
Social media engagement: Engaging on social media gives you the option to schedule posts and think through deliberate responses, eliminating the need for real-time interaction.
Email marketing: Nurture relationships with your contacts through tailored email campaigns, fostering thoughtful communication without face-to-face encounters.
Webinars: Conduct recorded webinars in a controlled environment to disseminate knowledge. If you enjoy live online events and public speaking because you can control the environment, that’s great, too!
SEO: Enhance the visibility of your website or blog to draw prospects to you organically, reducing the need to actively seek them out.
COI collaborations: Use your strength of one-on-one interactions to foster strong relationships and develop referral partnerships.
Online networking: Engage in online forums or groups to build a reputation in your niche while hiding behind your computer, answering questions, and sharing insights.
Book writing: Establish yourself as an authority in your niche with a book, which also serves as a passive promotional tool.
Marketing automation: Use automation tools to engage your leads consistently without having to put in the personal energy of maintaining hundreds of relationships.
Referral programs: Encourage clients to refer others, leveraging the power of word-of-mouth marketing.
Mail: Notes add a personal touch to your marketing efforts without direct engagement.
Paid advertising: Use online ads, such as Google Ads or Facebook Ads, to boost traffic without direct outreach. But this generally only works well when you have a niche.
By embracing your unique strengths and adopting strategies that resonate with your personality, you will excel in the marketing realm like your extroverted peers. Remember, being an introvert is not a limitation; it’s a different path to success.
Kristen Luke is the author of Amazon Best Selling Book Uncomparable: The Financial Advisor’s Guide to Standing Out Through Niche Marketing. Eligible advisors can request a free copy at OnNiche.com/book.
She is also the president of Kaleido Creative Studio, a marketing consulting firm specializing in helping Registered Investment Advisors develop niche-based marketing strategies through their OnNiche™ process. For more information, visit OnNiche.com.
A message from Advisor Perspectives and VettaFi: To learn more about this and other topics, check out our most recent white papers.
Read more articles by Kristen Luke
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives
