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<\/p>\nThe days of cold calling and outbound marketing techniques are coming to a close as inbound marketing has become the way of the future. When it comes to driving more leads to your advisor website, however, how do you do this? And how do you make sure that they are qualified leads that have the potential to become clients?<\/p>\n
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First things first, figure out who your audience is because once you do that, you can figure out how to cater your content to better serve them. Financial planning is a very broad industry, so if you can narrow your audience down to a certain field and focus on a\u00a0specific niche\u00a0that is underserved, you can really establish yourself as an expert in that field.<\/p>\n
So, rather than focusing on general financial planning, you could narrow your niche down to pre-retirees and retirees, women, medical professionals, whatever it may be. If you can really cater to them, then you can put all your efforts towards being the strongest financial advisor in that particular field. Once you have defined your niche, how can you better serve your audience?<\/p>\n
A consistent blogging strategy is crucial to driving traffic to your site, but if you cater to a particular niche, make sure the content you are putting out will help them on their financial journey.<\/p>\n
In order to attract the right type of audience, make sure you are using the type of\u00a0keywords\u00a0<\/a>that your audience would be searching for.<\/p>\n If a prospect is interested in your website, then work on converting your leads with a quality\u00a0call-to-action\u00a0that will entice them to take the next step down the sales funnel. you have a limited amount of time to engage visitors. Make sure you are giving that clear, direct instruction in the most efficient way.\u00a0You have 7 seconds to make a strong first impression, so make sure you are engaging with them and then giving them clear, direct instructions on your call to action.<\/p>\n Snyder Asset Management<\/a>\u00a0includes a straightforward call-to-action that simply says, \u201cLet\u2019s Talk\u201d after the question, \u201cHow Can We Help You Move Towards Greater Financial Health?\u201d This then directs prospects to a Calendly link where they can easily schedule a meeting with\u00a0Philip Snyder, CFA<\/a>.<\/p>\n When it comes to defining your unique value proposition, how do you differentiate yourself from other firms? As we mentioned in above point, the financial industry is incredibly saturated, and if you can\u2019t define what makes your firm different from the others, then it will be harder to sell your products. Here are ways that you can define your UVP.<\/p>\n When you become a thought leader in the industry, you are showing that you are a go-to expert, and prospects can come to your website and firm to get the assistance and services that they need. So, how do you position yourself as a thought leader in the financial industry?<\/p>\n Make sure these blogs are tailored to your\u00a0niche\u00a0audience and that you are posting them consistently.\u00a0 If you are trying to attract a certain audience, then creating content that will cater to them is key. Consistently posting is also crucial, as this\u00a0boosts your SEO<\/a> rankings, so search engines can better crawl your page plus, your readers will notice a schedule for when you post content, making them more likely to consistently visit your site. If you are having a hard time consistently creating high-quality content, check out FMG’s content library<\/a>. FMG’s content library provides authentic, timely emails and social posts, market commentaries, videos, blogs, lead generation & client engagement series. Which you can use as-is or edit to your liking.<\/p>\n If you can get your articles into publications, then this is a great way to show that you are a thought leader in the industry. If you are featured in a reputable source, then include that on your website so that you can show your visitors that you are trustworthy and provide strong services. Some other ways to \u201cget legs\u201d out of getting a press hit are to:<\/p>\n Including a\u00a0Frequently Asked Questions page is a great way to cut down on initial calls or emails, as you may be able to answer questions of your prospects upfront. Including an FAQ page can provide a few things such as:<\/p>\n When you are creating a strong FAQ page, you should \u201cmake it your own\u201d and answer it in your own words while keeping keywords in mind when providing your answers in order to optimize for SEO. You should keep your page short and sweet while also answering the questions thoroughly.<\/p>\n Dream Financial Planning<\/a> does a great job with its FAQ page, answering their more frequently asked questions succinctly. Many times, what a potential client needs is to be directed to another part of your website, and being intentional about the questions you include, as well as how you answer them, is a huge part of improving the site navigation of your website.<\/p>\n Who doesn\u2019t like getting free stuff? If you create a \u201cFreemium,\u201d then it\u2019s a great way to capture leads and offer something useful to your audience. What is going to keep your visitors continuously coming back? Blogs that answer their question and provide them with actionable information that they can take away and apply to their own financial life.<\/p>\n In addition to creating useful information in your blogs, you offer them downloadable guides, such as eBooks, White Pages, or anything else useful that can help them in their financial journey. Something to remember when including a \u201cFreemium\u201d is to include a call-to-action of sorts. If you want your readers to download a whitepaper or an eBook, then describe what it is about, then tell them to \u201cDownload the Whitepaper\u201d in a button below the description. It encourages them to take the next step.<\/p>\n There are many regulations within the financial industry, so when it comes to online reviews, there are many questions that come up as far as what is allowed. When utilized correctly, Google Reviews are a great way to boost your firm\u2019s SEO. Most of your prospects will check out your reviews before working with your firm, so it\u2019s important that your firm has strong reviews.<\/p>\n Case studies are a great way to show your prospects what advisors can do for their prospects by providing examples of a particular situation. If you take a deep dive into one specific case, then you can paint a clear picture of your services, which allows clients and prospects to take a more in-depth look at what they can expect when they work with you. When creating case studies, dedicate a page solely to case studies, and ideally, you want potential clients to be drawn to them and encourage them to read them when they visit your website. Make sure you display them prominently so that they are easy to find.<\/p>\n Retirement Matters<\/a>\u00a0displays their case studies and have even dedicated an entire section to just that. They provide three different studies for unique situations, and those include:<\/p>\n Each situation is tailored for certain people, but they encompass fairly broad scenarios, making it easy for prospects to choose one that is the most like their situation, so they can begin to plan with advice from the above case studies.<\/p>\n If you want to boost your local search strategy, then claiming and optimizing your\u00a0Google My Business<\/a>\u00a0listing is crucial. There are 7 ways to claim your listing and optimize your listing, and they are:<\/p>\n Make sure you are staying active on the right\u00a0social media<\/a> platforms, and remember that simply having a presence on social media isn\u2019t enough you have to differentiate yourself in today\u2019s digital world. People seek social proof, so make sure you are getting creative with the content that you share on social. We say the right social media platforms because it is important to realize that you don\u2019t need to be everywhere, so be aware of what platforms your target audience spends most of their time and focus your efforts on that platform.<\/p>\n Like many other things, it\u2019s about quality, not quantity, so it\u2019s better to focus on platforms where your niche spends the most time. Maybe you cater to millennials, or maybe you focus on retirees, so find out where they are spending most of their time online and focus on that platform. 90.4% of Millennials<\/a> are active on social media, and to successfully market to Millennials on social media, it\u2019s best to incorporate eye-catching graphics and imagery. Share third-party articles and content that would be of interest to show that you are like-minded. Additionally, 75% of Millennials<\/a> watch video content daily, so including videos<\/a> on social media is a great way to connect with them.<\/p>\n If you work with retirees, then Facebook is a great place to post your content. 64% of people aged 50-64 have at least one social media profile<\/a>,\u00a0and\u00a0Facebook is the most popular platform<\/a>\u00a0for baby boomers. This niche places emphasis on in-depth news pieces and analysis with an abundance of concrete information\/. When sharing on social media, cater your content to meet their values.<\/p>\n If you offer planning for business owners, professionals, and entrepreneurs, then LinkedIn is your \u201cgo-to\u201d platform. There are over 630 million professionals on LinkedIn, and a lot of them are upper-level professionals, so make sure you are connecting online with prospects, providing engaging content, and interacting with them.<\/p>\n In addition to social media, take a look at other forms of communication. Things such as email<\/a>, texting, and calling. Email is a good way to keep in contact and can be automated which will give financial advisors more time to work on other projects, but allows them to stay in contact with clients.<\/p>\n It also helps to review past campaigns (both email and text) to see how they performed and continue to improve on them. The hardest part of communication<\/a> is keeping it consistent and constantly improving it. Once you’ve started doing both, you’re sure to succeed.<\/p>\n FMG makes it easy to provide authentic, timely email and social posts, market commentaries, videos, blogs, and more. Free to use as-is or edit to your liking.<\/p>\nMake Use of CTAs<\/h4>\n
![\"Snyder](\"https:\/\/blog.twentyoverten.com\/files\/Screen-Shot-2020-09-22-at-11.02.32-PM.png\")
<\/a><\/p>\n2. Define Your Unique Value Proposition<\/h2>\n
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3. Become a Thought-Leader<\/h2>\n
Publish Informative and Educational Blogs<\/h4>\n
Work with Reporters and Publications<\/h4>\n
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Include an FAQ Page<\/h4>\n
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Create a “Freemium”<\/h4>\n
![\"Ascension](\"https:\/\/blog.twentyoverten.com\/files\/Sep-22-2020-22-54-12.gif\")
<\/a><\/p>\n4. Leverage Google Reviews<\/h2>\n
5. Use Case Studies<\/h2>\n
![\"Retirement](\"https:\/\/blog.twentyoverten.com\/files\/Sep-06-2020-14-11-58-1.gif\")
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6. Claim and Optimize Your Google My Business Listing<\/h2>\n
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7. Stay Active on the Right Social Media Platforms<\/h2>\n
Which Platforms to Use<\/h4>\n
Know Your Audience<\/h4>\n
Let Our Content Help Fuel Your Marketing!<\/h3>\n