The ability to create an online presence for your advisor business has opened the door to exciting digital marketing opportunities. From blogs to emails and social media to webinars, there are numerous ways to connect with your target audience – and for free! With so many opportunities to market your business today, we’ve listed below some of the most effective marketing techniques you can be taking advantage of to boost your online presence, engage new audiences and nurture potential leads.
Why You Should Be Using Inbound Marketing
Inbound marketing is a type of marketing in which users seek information out from you, rather than the disruptive ads, pop-ups or commercials used in outbound marketing. With inbound marketing, your focus is on making fresh, informative and engaging content or services that boost your online visibility.
All of the techniques we’ll be discussing below are types of inbound marketing, as this has been proven to be a much more effective method at reaching and resonating with targeted audiences. Not to mention, inbound marketing is a much more cost-effective method for obtaining leads.
Did You Know?
According to Hubspot, leads obtained through inbound marketing cost 61% less than those obtained through outbound marketing. And it makes sense! Instead of paying for pricey ads, you’re investing in the tools, time and talent to create engaging content.
Leads obtained through inbound marketing cost 61% less than those obtained through outbound marketing.
1. Social Media
No matter what demographic you’re targeting, there’s a high chance you have an audience on social media. Figure out what channels your target audience is using the most (Facebook, Twitter, LinkedIn, etc.), and create a social media strategy designed to engage and excite those users.
As you begin strategizing, consider the differences in content and tone that each of the platforms presents. Twitter has a character count limitation, which makes it great for offering quick replies or short dialogues back and forth with peers or clients. Facebook posts are useful for sharing multimedia content including images, graphics, videos and live streams. And LinkedIn is considered a much more professional platform, making it perfect for sharing your research, important business announcements or relevant articles of interest.
No matter what platform you use, the most important thing to remember is to stand out. As users scroll through their feeds, you only have a few seconds (or less) to make an impression. And it’s not enough to have your posts be seen, but you want to aim for engagement with users as well. Get a conversation going, create connections and encourage followers to share your posts with audiences of their own. The ability to engage and interact with growing audiences is why social media is a must when it comes to your marketing efforts.
2. Email Marketing
During the age of social media, email newsletters still remain one of the most effective marketing techniques used to convert leads. That means maximizing the potential for your email newsletters is an impactful marketing technique every advisor can take advantage of.
Emails are an effective marketing tool because, with a little help from third-party services such as MailChimp, they can be highly segmented and personalized to target your various audiences. By collecting the subscriber’s personal information (name, geographic region, profession, etc.), you can bring a more intentional, intimate feel to your mass marketed newsletters. This is one of the most important and effective ways to get subscribers to open and engage with your emails.
As you craft your newsletter, always spend more time than you think you should on the subject line. Why? Because this, along with the sender name, is the only piece of information the receiver will read to determine whether or not to open your email. An uninspiring subject line could land your email in the Deleted folder before it was ever opened.
Here are a few more important tips to keep in mind as you create and send your email newsletters:
- Create clear calls to action (CTA)
- Include social sharing icons within the email
- Always optimize your emails for mobile viewing
- Offer easy-to-read, skimmable copy
- Readers prefer HTML-based emails over text-based emails
3. Event Marketing
As you build your online presence, it’s important to remind audiences that you’re more than just a business, you’re an expert in your field. Event marketing is a great way to both grow your online audience while connecting with clients and new leads all across the country.
Establish yourself as an authority in the financial industry by offering interactive events including webinars, online courses or live Q&A’s. This gives viewers a chance to put a face to the name while starting to better understand your personality, values and personal experience. And with any event you do, make your resources or recordings readily available to share with audiences who may have missed out or for those who wish to bookmark your talks. By doing so, you can turn the recording of yesterday’s webinar into tomorrow’s social media post or next week’s email newsletter.
4. Website Optimization
Incorporating SEO (search engine optimization) is a necessary step toward driving traffic to your site. Optimizing your site gives it a fighting chance to rank high on Google’s SERP (search engine results page) when a relevant query or keyword is typed into the search bar.
Google bases your site’s rankings on a number of variables, many of which you have the power to optimize or change to best meet SEO best practices. As you work to optimize your website, keep in mind the two biggest trends we’re currently seeing in Google ranking factors: trustworthiness and user experience. In other words, your site should not deceive or overpromise to lure visitors in, and it needs to be easy to read and navigate for the viewer.
Here are a few top SEO ranking factors you should be incorporating into your site:
- Mobile-friendly viewing
- Site security
- Informative and logical URLs
- Meta titles and descriptions
- Internal linking strategy
- Page speed
5. Content Marketing
There’s no getting around it. Creating and distributing fresh, new content is the key to success when it comes to your digital marketing efforts. Producing engaging content that’s relevant to your target audience is one of the most effective ways to boost your site’s SEO and increase your visibility online.
So what counts as content marketing?
In reality, the types of content you can create to market your firm are endless. One of the most common types of content marketing is blogging. Including a blog right on your website is a great way to provide fresh new content (a big Google ranking factor) while capturing relevant keywords and establishing your credibility with prospective clients.
Other common types of content marketing include:
- Slideshows and presentations
- Case studies
- White papers
- Polls and quizzes
- Videos and Vlogs
It’s important to note that with any type of content marketing you choose to publish, the key is consistency. We recommend creating a publishing schedule for your blogs, videos and any other content you wish to distribute. While a blog posted here or there won’t bring much traffic to your site, months of consistent posting can help your site grab Google’s attention.
6. Monitoring KPIs and Analyzing Metrics
While it’s not necessarily a “technique,” measuring the success of your marketing efforts should be a big part of any digital marketing strategy. How do you know your email newsletters, social media postings or monthly blog posts are working if you don’t analyze the results?
KPIs, or key performance indicators, are the metrics or indicators you can use to measure success. These can be checked using your third-party email service, Google Analytics and other sites such as Ahrefs, Moz and Hubspot.
Before you begin any marketing efforts, create measurable goals. For example, you may want to increase your emails’ click-through rates or double your subscriber list. Or, maybe you want to drive twice as much traffic to your blog. No matter what goals you set, select appropriate KPIs to measure their success.
Analyzing metrics and monitoring the progress of your marketing strategies gives you important insight into what’s working well and what could use some improvement. Failing to track your efforts means you could be missing out on more marketing potential.
Effective Marketing Techniques for Financial Advisors
Digital marketing is no longer a choice for financial advisors looking to get ahead – it’s a requirement. Whether you’re interested in promoting your webinars or increasing your client list, these effective inbound marketing techniques can be used to boost your online presence and engage with your audience. And don’t forget, no matter which techniques you put into play, it’s important to measure their performance to maximize effectiveness.