As a financial advisor, it’s important that you create a strong digital marketing strategy for your firm. It may seem like a lot since you’re already focusing on running a successful business, but once you get a strong marketing plan up and running, then it will really help in the long run, since your website will start to generate more leads. So, how do you go about doing this? We have got 5 steps for starting a digital marketing strategy for your business.
5 Steps for a Digital Marketing Strategy
Step #1: Determine What You Want
This step is all about setting your goals because if you don’t determine those from the start, your marketing plan will be all over the place.
Make Sure Your Message is Focused
Figure out who you want to target and craft your message to get across to them. If you specialize in retirees and baby boomers, then you obviously won’t be creating content that is more pertinent to Millenials and those that are just entering the workforce. Use keywords and phrases that are relevant to your niche. Find out which platforms they are on and tailor your content to fit your customers and clients.
Make Sure You Are Creating Strong Content
Content is king, so work on creating content for your advisor website is key to driving traffic to your site. From blogs and articles to videos and podcasts, create content that speaks to your customers and clients.
Are You Generating Leads?
You may have killer content, but if you are missing a strong call to action, then your website is failing you. Make sure that you include calls to action throughout your website to entice your visitors to take the next step. Maybe they can download an eBook or a whitepaper, or be taken to a landing page where the can learn more. It’s so important that you capture the information of your followers so that you can follow-up and lead them down the sales funnel.
Twenty Over Ten client, Acorn Consulting has a call to action above the fold that stands out against the darker background and simply says, “Schedule an Appointment Today.” It’s simple and straightforward and creates a sense of urgency with the word, “Today.” This is one step closer to leading clients down the sales funnel and converting them from a lead to a client.
Step #2: Check out Past Performances
This step is all about taking a look at your analytics from your Google Analytics to determine website and blog traffic to your social media analytics and anything else that you need to read about your firm. With Google Analytics, you can read more than 10,000 metrics!
That’s a whole lot that you can find out, but some of the main ones that we wanted to discuss are:
The Demographics of Who is Landing on Your Website
This is so important because you obviously want to see who is visiting your website. Is it women aged 25-40? Maybe it’s men 40-55, but whatever it may be, finding out the demographics is key so you are continually updating and creating a site that will continue to grow your business. Currently, Google Analytics lets you see age and gender information for your website visitors.
Acquisition-Who Is Finding Your Site?
Google Analytics accounts for visitors finding your site through organic search, social media, email campaigns, direct, and referral traffic. When you check these stats, you can see what works best for your site, so that you can continue to capitalize on that aspect.
How Are Your Landing Pages Performing?
We all know the impact of landing pages since they allow you to tailor individual messages for a targeted niche. They are designed for the purpose to convert website visitors into leads. It’s where your prospects “land” after clicking other marketing links from an email campaign or another call-to-action. You can see which blogs or pages are performing the best and go from there.
How Much Time Is Spent on Each Page?
How long are your visitors spending on your site? 55 percent of visitors spend fewer than 15 seconds on your website. That means you only have a matter of seconds to clearly communicate your unique selling proposition. If you keep an eye on this particular metric within your Google Analytics is important because it will help you to better understand if your visitors are reading, learning, and enjoying the content that is there.
How Many Unique Page Views Are There?
A unique page view is the number of individual people who have viewed a specific page at least once during a visit. An example of this can be described as if a visitor looks at a page during the visit more than once, only the first time they visit actually counts. This helps to not skew the number of people actually visiting the site.
When you determine these metrics, it’s easier to see what is working and what needs some help, so that you will know how to cater your website accordingly.
Step #3: Identify your Target Niche
Focusing on a certain niche won’t make your field smaller, but rather it will give you much more “bang for your buck.” If you identify your niche, then you will be able to really tailor your message and create content that works best for your specific group. When creating a strong niche, you need to:
- Create strong impressions right off the bat so that people can figure out who you serve just by looking at your homepage.
- Make sure that the content you are creating speaks to the audience.
- Ensure that your calls to action make your niche want to click and take the next step.
If you can identify a niche, then the above steps will be much simpler, as you will be able to really hone in and focus on a specific audience, rather than reaching all over to the map to try and cater to everyone who needs an advisor.
Twenty Over Ten client, Dorsey Wealth Management caters to empowering women to be successful when it comes to their financial decisions and planning for their future. Their blog section is updated regularly and contains topics that pertain to their niche clientele of females in business.
Step #4: Determine your Budget
Don’t forget to account for any additional staff, admins, interns, or whatever it takes to help you execute your new digital marketing strategy. In addition to staff, think about the tools that you will need, even though there are plenty of free tools out there that can be very useful to your marketing strategy. Some of the tools that you should account for are:
Rather than logging in to separate platforms and manually scheduling posts for each, you can utilize Hootsuite to schedule your posts in a daily, weekly, or monthly basis. Additionally, is that it provides analytics and easy social media monitoring, making your life even easier.
Calendly is an online appointment scheduling app that is designed to allow your clients to automatically schedule time on your calendar. It has flexible, integrated, and customizable features, so it’s great for scheduling meetings and communicating efficiently without the hassle of back- and- forth emailing.
MailChimp makes it so simple to send out email blasts and campaigns. The design tools make it easy to create awesome campaigns that you can tailor to best show off everything that your business has to offer. Also, you can gather insights on your most successful campaigns to tailor your next moves, find out what worked best and what may need a little help.
Constant Contact has so many newsletter templates, an easy-to-use editor, and strong list-building tools. It is easier for you to create, customize, and send professional emails that work for the financial services industry and engage your customers on every device, making it very mobile-friendly.
LiveChat is clean and easy to use. You can navigate it easily and there aren’t any clunky features. Once installed, you can start to use it quickly, which is perfect for the busy lives of financial advisors.
These are just a handful of the tools that can step up your marketing game, but if you would like to check out more, then this blog can help: Starting a Financial Planning Business: 14 Must-Have Marketing Tools
Step #5: Create a Plan
Although this falls at the very end of our list it is perhaps the most important step! Without a plan, you are destined to fail. When creating a plan, make sure that you are documenting all the channels you want to use, such as YouTube, LinkedIn, Email Marketing, and what you want to do on each based on the statistics you uncovered in step 2.
Figure out What Content You Should Include
Your website should include blogs, articles, videos and anything else to generate leads. As mentioned above, ensure that you are creating content for your niche and do your best to be specific. Additionally, make sure that you are monitoring the impressions with Google Analytics so that you can see what is working for your website and what isn’t doing, as well.
Work on Gaining Referrals to Grow your Business
Work incredibly hard for your initial clients and go from there. Also, makes sure that you are including a social media strategy in order to also gain clients and referrals. Ensure that your website is mobile-friendly because if your site doesn’t load quickly on mobile devices, your leads will find an advisor website that does! The number of Americans that own smartphones are now 81%, up from just 35% in Pew Research Center’s first survey of smartphone ownership conducted in 2011.
Keep track of everything that you are doing and using when creating a plan so that you will know what to continue and how to tailor it for the next year.
Tying It All Together
It takes a lot of trial and error to create a strong digital marketing strategy, but it’s important to remember that your plan isn’t going to happen overnight. Every business is different, and no two plans are going to work for different firms. Continue to build upon this strategy and find what works best for your firm, and you will find that more and more leads are finding your website, resulting in more clients.
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.