HOW-TO: Driving Traffic To Your Financial Advisor Website

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Let’s start with the importance of driving traffic to your website: higher traffic equals more leads, and more leads equal more clients in the long run. While there may be many ways of doing so, we outline three main ways that focus on quality traffic that is more likely to convert (e.g. making an inquiry) and becoming a qualified lead for your business. 


Google My Business 

Register your business Google through the free Google My Business tool in order to manage how your business listing appears when someone searches for you or your specific services on Search and Maps. This tool allows you to customize your business name and description, contact information, hours of operation, receive and reply to customer reviews, answer questions, and much more. By claiming your business and customizing your profile you take control over what your target clientele sees in comparison to your competition. In addition, you increase your chances of being listed in relevant search results. In order to get started, you will have to create an account, claim your business and then verify it. 

 

STATS:

* Google is responsible for 94% of total organic traffic1

* 88% of consumer local business searches on a mobile device either call or visit the business within 24 hours2

 

Blogging

The benefits realized by posting content via your website’s blog is two-fold: you are scoring major SEO points & showcasing your expertise in the financial industry. Keeping in mind that the content you produce is consistent, relevant, and provides value to your audience. Regular blogging is also a key piece of your overall content marketing strategy.

 

Efforts in improving your SEO rankings consist of a wide range of activities, and blogging is one of them. The blog platform allows you to create content that addresses relevant topics of discussion and common areas of research for those seeking financial advice and services. Furthermore, half of all searches3 contain what we call ‘long-tail keywords’, meaning they read more like a question: “How to plan for retirement” as opposed to “Retirement planning”. Incorporating long-tail keywords into your website copy works best in blog articles, also giving you the space to fully address the question and share your best advice. Furthermore, regular blogging keeps your website current and up-to-date, letting Google know that your website is active and hasn’t been abandoned.

Our Content Library is a great resource providing pre-written content developed specifically for the financial industry - more info here.

 

STATS:

* 50% of Searches Contain 4+ Words3

* 77% of People Online Read Blogs4

* Small businesses that blog see 126% more lead growth than the businesses that don’t4

 

Social Media & Email

An easy way to drive traffic to your website is to link to it at every opportunity. This includes any online communication sent out via email, e-newsletters, and social media. 

Email - Include your website in your email signature, seems obvious but oftentimes overlooked!

E-Newsletters - If you send e-newsletters with updates or announcements ensure that you add a link directing your clients to your site where they may find more information. Newsletters are a great way of providing detailed updates with quality content for your clients and potential clients that have opted-in to receive this information. 

Social Media - Posting to social media a great way to show your personality and connect with your clients on a human level as well as share valuable information such as industry updates. Take the time to promote new blog posts or updates from your website on your social media profiles including Twitter, LinkedIn, and Facebook. This also encourages and reminds your network to sign up for your blog or e-newsletters if they aren’t subscribers already.

 

Our Automated Social Media Sharing tool allows you to connect your social media profiles with your advisor website’s blog and automatically share new posts across social media platforms. Learn more about our features here.

 

Conclusion

The tips above require ongoing attention and regular effort but it doesn’t have to be a daunting project. Small efforts add up over time, so schedule a weekly blog post and a monthly newsletter that summarizes any happenings from the previous month, and by the end of the quarter you will have significantly added to your content marketing strategy. Remember to link everything back to relevant pages on your website and share across your social media platforms. Don’t forget to utilize our Content Library and Automated Social Media Sharing tool to help streamline your efforts.

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References

1 https://www.hubspot.com/marketing-statistics

2 https://seoexpertbrad.com/local-seo-stats/

3 https://propecta.com/long-tail-keywords 

4 https://seotribunal.com/blog/blogging-statistics/

 

Topics: content marketing, lead generation, SEO