Inbound marketing tactics achieve higher ROI than outbound techniques regardless of your firm’s size or budget. Because inbound marketing revolves around meaningful content for you niche, it can help you develop close relationships with leads and build a trustworthy image for your firm.
The bottom line is, there’s no better way to generate leads than a strong inbound marketing strategy. Use these 6 tried and true tips to get started!
1. Define Your Brand
Before you do anything, you need to understand your firm’s goals and your clients’ pain points. Inbound marketing is all about content creation, and any content you create should reinforce the purpose of your services. If you don’t have a strong grasp on your firm’s mission, your value, and who you’re serving, your inbound marketing won’t do your clients or your business any good.
Defining a brand includes a specific niche, a tailored tone of voice, coordinated logos and colors, and overall consistency across all digital platforms. If a potential client were to stumble across your social media profiles or your blog online, you want it to be an accurate representation of your team.
Blanchard Wealth Partners has done a great job of defining their brand online, as seen in their Twitter profile below. Their brand image across all platforms is consistent, in line with their website, and true to their mission. This makes it easy for potential clients to get a glimpse into what the firm is all about.
2. Content, Content, Content
Now that you have a brand in mind, it’s time to start creating content to show it off. Content is at the heart of any inbound marketing strategy, including blogs, social media posts, web pages, email campaigns, videos, and any other piece of digital content that can be tied to your firm. Any content that you’re creating should relevant to your niche, helpful to potential clients, and reflect your firm’s personality and value. Use the content to show off why leads should choose your firm over another.
The great thing about digital content is that it can be repurposed in several forms – a video can be posted on social media, on your website, and also in an email marketing campaign to send out to leads. This makes it easy to leverage many forms of content creation and reach all types of audiences.
Luis F. Rosa from Build A Better Financial Future films videos that he posts on his website’s blog. He then reposts that same video to his social media platforms, which is a great way to stretch a piece of content’s reach.
Now that you’ve got some content, it’s time for a search engine optimization (SEO) strategy. SEO helps make your content and website more visible to prospects and search engines through the use of strategic keywords, internal linking, proper headings, and more. A bit of time and effort is involved in a good SEO strategy, but we promise the payoff is worth it.
Here are some important SEO tactics to keep in mind while you’re creating your content to share:
- Determine your keywords and use them wisely. Keywords can be used on your website pages, blog posts, titles for videos, and pretty much any other piece of content you’re creating. Using Google Keyword Planner or Google Analytics can give you a good idea of some of the better keywords to incorporate for your firm and niche.
- Add some links to your own content. Internal links lead to another page on the same website, performing a navigation function. This can help bring attention to the other content you’ve created.
- Add some external links, too! External links are when you link out to a different domain. You want to ensure that any links are from trustworthy and informative sources for your visitors.
- Don’t forget tags! Adding heading tags for your headers and alt tags for images can help search engines crawl that information, which can boost your rankings for a particular topic.
4. Leverage Email Marketing
Email marketing is one of the most personal and effective ways to reach potential clients. When a lead has signed up to receive your email newsletter, you can guarantee they’ll be interested in the information you’re sending them. Since you already have some content created, why not leverage it by including it in an email newsletter? For example, Evergreen Wealth Management took advantage of a white page they’ve already created by including it in an email newsletter below.
Before you can start sending an email newsletter, you’re going to need a list of prospects and sign-ups. By putting a landing page with forms on your website, you can ask leads for their email and name to start generating a list. Once you have a good list of leads, you can also segment them into specific groups to send each group more tailored content.
Lead Pilot is a platform at the intersection of lead generation and targeted marketing with so many useful features with everything from automated social posting and landing pages to customizable branded emails for email marketing campaigns. It’s very simple, just follow the steps below.
Click “Manage Email”
The “Email Design” section will appear at the bottom of the page with a preview on the right and customization tools on the left:
Under the Tools:
- Click and type into the “Title” and “Tagline” fields your firm or advisor name and a slogan if you have one.
- Click the “Upload Logo” button if you want to replace the “Title” and “Tagline” with a company header.
- Click on any circle to change the color of the text, background, or button that will appear in your emails.
- To select a new color, click within the color window or on the slider.
- You can also manually enter the number of your color.
- Click the update button to save your changes.
Additionally, there is a field for typing “Email Footer” which is perfect for including a disclaimer.
5. Be Present on Social Media
Another way to leverage your content is to share it on social media. Whenever you create content that could help your clients or leads, you should be sharing it across all social media platforms. If it’s a video or picture, you can upload it straight to your profile with a catchy caption. If it’s a blog, you should create an eye-catching graphic with a tool like Canva that captures the purpose of the blog.
While you should be consistently sharing your own content and updates on your firm, beware that your profiles don’t become too much of a sales pitch. You should also be interacting with others’ content on your feed and thought leaders in the financial services industry.
6. Make Planning Easy With An Editorial Calendar
By now, it’s probably pretty clear that a good inbound marketing strategy relies on a lot of fresh content. The more content you create, the more you have to leverage through email and social media and the more SEO juice your site gets. As a financial advisor and business owner, we know your life can get busy and you might be tempted to put content creation on the back burner. An editorial calendar can prevent inbound marketing from becoming too stressful and messy.
There are plenty of editorial calendar templates available online, or you can download the one below for free! There’s no set number of blogs, videos, or social posts that you should be creating each week, but we recommend being as committed as possible. Try blogging or filming at least once a week, posting on each of your social profiles at least once or twice a day, and spending time optimizing old content once or twice a month. When it comes to inbound marketing, the more content you have, the better your strategy will be!
Wrapping It All Up:
Inbound marketing is the way of the future, as more and more companies are using this tactic to bring in their clients rather than outbound techniques. It’s more effective and cost-efficient and will really pay off in the end. It’s all about balance and trial error, so use these tips and find what works best for your firm to create a really strong inbound marketing strategy.
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.