Financial advisors have been slow to adopt new media in order to promote themselves and their business. It’s time for this to change. Learn how digital marketing can help you increase your sphere of influence, bring more people to your business, and grow your client base!
Part 1: Generating Traffic
Define Your Audience (aka Your Ideal Client!)
Knowing your audience is the first step in any digital marketing financial advisors’ campaign – in fact, it can lead to a whopping 46% increase in conversions. When you have a good sense of who your audience is, it becomes far easier for you to provide helpful advice tailored for their specific needs and goals. This will help you drive traffic back to your website and ultimately into your office door.
For financial advisors this might include topics such as:
- How can you help them reach their wealth targets?
- How can they save on taxes while maximizing their growth potential?
- How can they protect themselves from scams and frauds?
If you’re looking for more specific guidance on getting to know the desires and frustrations of your dream client in depth, check out 5 Simple Steps To Financial Advisor Lead Generation.
Turn To Social Media Marketing
There’s no better way to increase your sphere of influence and generate high quality traffic than with social media. That’s because one-in-three people on the planet and more than two thirds of all internet users are on these platforms. It might seem like a daunting task, but there are plenty of tips out there to help get you started! Here are some Social Media hacks to get you on the right foot.
If you find yourself struggling to come up with content on a weekly basis, check out Advisor Websites Social Media Automation tool and content library. You’ll no longer have to spend hours every week managing multiple accounts, scheduling posts or coming up with content ahead in advance.
Get Into Blogging (better yet, automate it!)
Blogging can be a risky endeavour for financial advisors, but it has the potential to be very rewarding. It takes time to build up a blog’s readership, so it might not have the same immediate effect as social media platforms.
Nevertheless, blogging is an important part of your digital marketing efforts because it helps you establish your expertise, provides useful information for prospective clients, and builds up your brand.
Reduce risk and eliminate the time it takes to pump out blogs and establish your credibility by checking out our content library. In there you’ll find hundreds of ready-to-use articles, videos, and images that you can use for your content marketing efforts. You can customize every content piece to fit your own voice and target audience for a personalized touch.
Part 2: Lead Capture
Invest In Great Website Design
The cost to design and maintain a good website is nominal, but the benefits are exponential. A well-designed website will make it easy for clients to find you – and want to do business with you. When people can find you quickly and learn all they need to without confusion, they’re much more likely to want to work with you. Check out our selection of effective, personalizable website frameworks here.
Utilize Testimonials
With the recent amendments to the Advertising and Solicitation Rules of The U.S. Securities and Exchange Commission (SEC) financial advisors can now use testimonials in their marketing content – and that changes everything.
Client testimonials are an important part of marketing because they show prospective clients that you have a track record of success.
Not only will obtaining these testimonials and using them be an important step towards increasing conversions – they will also help inspire your staff, increase customer loyalty and provide learning opportunities to help you improve your services.
Here’s how to level up your marketing with SEC compliant client testimonials.
Follow Lead Capture Tactics
Successful lead capture on your website is vital to your business. To create an effective landing page with lead capture on your website, it will need to be short and sweet. Here are some tips to follow:
- Hook them in with interesting visuals and compelling headlines.
- Focus on one specific message or offer.
- Write about the benefits for visitors on their next visit on the page.
- Describe the desired outcome of filling out the form or downloading your content in detail so they can imagine themselves experiencing that outcome in real life.
There are also 3 key aspects of your website that should be incorporated into any digital marketing financial advisor tactics:
1) CTAs
CTAs are calls-to-action. Anything that encourages the reader to take an action other than sitting around for eternity is considered a call-to-action. It could be as simple as, “click here now” or “shop now” all the way up to “submit your child today!”. Any phrase can be a CTA, but if you want them to have the most impact, make them short and concise. Here’s a guide to using CTAs for financial advisors.
2) Scheduling Tools
Scheduling tools make it possible for prospects to schedule appointments at their convenience and without having to call or email the advisor’s office. They can see when future times are available and book themselves into a meeting without the back and forth scheduling. It’s important because at the end of the day the way financial advisors make sales is through face-to-face meetings whether it’s in person or virtually.
Make scheduling appointments easy for your clients with MeetingMaker. Our powerful & compliant scheduling for financial advisors.
3) Gated Content
If you want to take lead capture on your website to the next level, consider including gated content on your site. A piece of gated content could be an ebook, checklist, or cheat sheet – anything with value that would make it worthwhile for them to provide you with their contact info in exchange.
For example, you could offer a detailed checklist on how to plan for retirement. If this is something your visitors want, they would have no problem giving up their contact information in exchange for it. Our custom form builder makes it easy for you to customize your forms so you can decide how much or how little detail you want your prospects to fill in.
Part 3: Nurturing Prospects Into Clients
Email Marketing
There’s no doubt that one of the most powerful ways to attract new clients is through email marketing. On average, every $1 spent on email generates $42 and 4 out of 5 marketers have said that they’d rather give up social media than email marketing!
When email marketing, it’s important for your emails to be relevant. Make sure that you’re connecting with your audience. Give them insights into their lives and show them how you can help them. Here are some additional tips and tricks to get started.
If you want automated email marketing campaigns, fully integrated with your website and ready to launch – checkout our Automated Email Marketing Solution for Financial Advisors (only available to Registered Financial Advisors at this time).
Ready To Boost Your Digital Marketing Game?
Digital marketing is a powerful tool for financial advisors to grow their business, but it can be confusing and time-consuming. If you’re looking for help with your digital marketing strategy, get in touch with our team. We have the tools and tactics you need to effortlessly generate traffic, capture leads, and nurture prospects into clients using social media, email campaigns, and great website design that converts!
