Marketing has changed dramatically over the last three decades. As soon as personal computers started popping up in homes all over the world, marketing began its transition and adapted to a new digital age. From emails to social media, search engine optimization to pay-per-click advertising, digital marketing can encompass so many aspects of business promotion.
Digital marketing can be overwhelming to think about, but there are a few strategies and tactics that are invaluable for growing your financial advisor business. Here are the most important things to know about digital marketing and how to use it to your advantage as a financial advisor.
Improve Your Website
At the most basic level, your website provides a home base for your digital marketing efforts. A website is basically a digital storefront for your financial advisor business. If you don’t already have one, now’s the time to start building. If you do already have a website, take this time to reevaluate if it meets your business needs.
The best websites for financial advisors contain a few key elements:
- About us/Biography page
- Contact information
- Lead generation form
- List of services available
- Useful content, like blog posts
When thinking about your website, it’s essential to keep your brand in mind. A consistent brand communicates trustworthiness, reliability, and competency to your audience. Think not only about your logo and brand colors, but also about your mission, vision, and values. You should be trying to express those elements of your brand through all written content on your website.
Take Advantage of Search Engine Optimization
Search engine optimization, more commonly known as SEO, is the practice of optimizing your website to improve its visibility to search engines like Google. SEO will increase the quality and quantity of your online visitors. You might think of SEO as keyword-stuffing or over-using keywords on web pages and blog posts, but there’s much more to it than that.
If you’re looking to improve your search engine rankings, check out this blog post for some good places to start. You'll find helpful tips on things like local SEO, Google My Business, and webpage meta tags.
Write Quality Content
Content marketing is all about providing useful, relevant, and interesting information to your audience and potential clients.
As a digital marketing tactic, content can encompass many different strategies. It's typically leveraged for lead generation, especially when gating content with a form to collect emails, or it can be created simply for brand awareness and meaningful client communication.
There are three main types of content that can help improve your financial advisor marketing plan:
- Blog posts
- Email campaigns
- Social media
Blog posts are articles that live on your website as valuable resources for both current and potential clients. If you’re unsure what to write about on your blog, think about the questions you get often from your clients. Do a lot of them ask about the differences between an IRA and 401k? Maybe it’s time to write a blog post on that topic. If a client asks you a question on a topic that you’ve written about, it’s a great opportunity to share that blog post with them.
Email marketing is an easy and efficient way to reach current and potential clients directly. To gather emails, make sure you have a lead generation form living somewhere on your website (if you're a client of ours and want to take advantage of Web Forms but don't know how don't hesitate to reach our Support Team Here!). Once you have a list of contacts, you're ready to create and send an email newsletter. It's important to send email newsletters at regular intervals, such as once a month, to establish consistency for your audience.
Did you know your email automation can be fully integrated with your website and easy to launch? Advisors are using Campaigns to nurture their website visitors into clients. See how it works here.
If you’re new to social media, be sure to figure out where your client base spends most of their time before deciding which platforms to use. It’s best to focus on building one platform at a time. For most financial advisors, LinkedIn is a good place to start. Here’s some advice on how to best grow your client base on LinkedIn.
We also created a free ebook download with everything you need to know about Social Media for Financial Advisors. You may be surprised by the industry insights!
Lay Out Your Digital Marketing Plan
As you start to familiarize yourself with the different elements of digital marketing, it will become easier to lay out a plan to promote yourself as a financial advisor. A good digital marketing plan has a mix of all elements outlined in this post:
- A quality website
- SEO optimization
- Lead generation tactics
- Different types of content (blog posts, emails and social media)
See how you stack up against the best financial advisor websites & receive a personalized digital marketing report showing you actionable steps to the 5 most important areas of your site!
WHO ARE WE?
At Advisor Websites we help financial advisors grow their business and enhance their digital marketing strategies with their own personalized website. Our platform offers a selection of effective and proven frameworks that are personalized to reflect your business and brand.