As a busy financial advisor, you have A LOT on your plate! From running your firm to keeping clients happy, incorporating a strong inbound marketing strategy into the mix can be a difficult task in itself.
After working in this field for so long, we notice what works for advisors and what doesn’t work. Check out the mistakes below with 7 tips and how to fix them!
Top Mistakes that Advisors Make with Inbound Marketing
If you are starting to feel like you are in a rut when it comes to your inbound marketing strategy, fear not! We have 7 reasons why you may be struggling with ways to fix them.
1. You Don’t Start with a Content Strategy
If you are starting off with a content strategy and asking, “So, What Now?” then that is the wrong question that you should be asking. Should you create a blog section? Start a bi-weekly podcast, video marketing? These are all great ideas, but if you hadn’t started this strategy right from the start, then this will turn into a problem quickly.
These are all awesome tactics to create an awesome advisor website, and while you’ll need to use them eventually for a strong marketing plan, this is not the right place to start. You need to think things through in order to succeed!
How to Fix It:
If you start with a strategy, then it shows that you are thinking ahead and trying to plan the big picture. If you are living moment to moment, then your site will most likely not get the results that you want.
When you are starting a financial plan as an advisor, that serves as your map. You follow it as you go, and the same goes for a marketing plan. So, what should your inbound marketing strategy do?
- Identify the purpose of why you are marketing.
- Outline your goals and figure out how to track your metrics.
- Explain what your marketing is for and what it will deliver to people.
Once you have the above in place, then you can start to identify the reasons for your marketing plan, such as, who you want to reach and what your expected outcomes are. Make sure your goals are reasonable and don’t be too hard on yourself in the beginning, as all good things take time!
2. You Don’t Use Customized Landing Pages
Landing pages are a great tool to generate more leads because they allow you to create specific messages for different, targeted niches. Your message is very specific, as there is one headline, one unique selling proposition, and one call to action. When a message is really targeting one group, then it makes it much easier to draw people in, and hopefully turns prospects into clients.
So, with all the positives in the above, why wouldn’t you have them on your website? If you don’t, then you are missing out on a huge marketing tactic. Landing pages are critical to any successful inbound marketing strategy. Without a landing page, it’s nearly impossible to capture any qualified information about your website visitors, which makes it hard to market to them and hopefully turn them into clients.
Reasons Why You Should Use Landing Pages:
In a study by Omniture, it says that “utilizing a landing page to target your campaign traffic increases conversion rates by 25%.” A quarter of your leads is a big chunk to convert!
Landing pages are designed for the sole purpose to convert website visitors into leads. It’s where your prospects “land” after clicking other marketing links that may come from an email campaign or a call to action. In the example below, Lead Pilot user, Kelley Financial Planning, has a compelling landing page that makes site visitors want to stay longer on the landing page.
When you have a landing page, it’s important to include these 4 main parts:
- Include a compelling call to action (CTA).
- Show the benefits of the offer.
- Limit your form fields.
- Create segment-specific content.
Landing pages are an awesome way to generate leads, so be sure that you are including them! It’s so hard for your strategy to really take off if you are missing this key part.
3. You Don’t Use a Content Management System (CMS)
In order to be successful at inbound marketing, you must first have a solid foundation in place. The way to do this is by implementing a strong content management system. What exactly is this? Well, it’s a platform that allows you to create and easily manage your website’s digital content. It saves you a lot of time and money and really takes the stress out of managing and updating your business’ website.
Reasons Why You Should be Using a CMS
There are so many reasons why you should be using a CMS on your website, so here are our top six!
- There is no coding or web experience necessary.
- It’s very search engine friendly.
- Using a CMS is extremely secure.
- It will save you money in the long-run as they are incredibly cost efficient.
- It’s easily accessible for the whole team.
- If you need something fixed, the maintenance is almost instantaneous.
These top reasons are just the tip of the iceberg when it comes to what using a CMS can do for you and your advisory firm. If you don’t have one in place, then your marketing strategy for your website will be much harder.
4. You Aren’t on Social Media
There are 3.196 billion people using social media. That number is going to continue to grow, which means that being on social media is a no-brainer. Its recommended that you or your company are at least on the big three ones: LinkedIn, Facebook, and Twitter. If you are on these platforms, then you can interact with your potential clients and current ones in a whole different way than when you are not on social.
When it comes to having a social media account, there are so many different things that you can share. You can share big company updates, your blogs, third-party articles, which are also a great way to “network” with others online. If you are sharing relevant and trustworthy articles from other websites, then they will be able to see that you are doing. The more that you do this, the more likely that other companies will your content, as well.
How to Effectively Use Social Media:
It’s all about “give and take.” Be sure that not only are you posting your own content but be sure to be commenting and “liking” other peoples’ posts. Just as you like it when other people like your content, the same goes for interacting with the posts of clients and other contacts on social.
Also, as we mentioned above, be sure that you are:
- Sharing worthwhile content
- Using hashtags correctly
- Incorporating CTAs
- Measure your results!
We also recommend placing your social icons in a convenient location such as your footer, header and/or contact page.
On Lead Pilot, you can share your content on social by following these steps. Once you’ve finished creating your post or have selected something from our “Explore Content Library” to customize, click the “Share” button at the top of the “Edit Draft” or “Preview Content” side window:
Next, a “Share Settings” side window will take its place:
Next, toggle a network on (green) to add as a share destination. Toggle off (grey) to remove as a share destination:
To post your content, click “Post” to share immediately:
If you want to share your content for later, you can do that by selecting “Schedule for Later”:
5. Don’t Experiment with your Tactics
So much of what you do is about trial and error, so if you don’t test out what you are doing, then you won’t know how your strategy is actually performing. In addition to testing, you can use Google Analytics in order to see how your progress is going with your strategy, as Google Analytics can test over 10,000 metrics.
How to Check your Tactics:
You need to constantly be testing your strategy to ensure that things are running smoothly. You know that we think planning is so important as we have mentioned in other parts of this blog, however, in the case of testing your work, it’s best to see how it initially works and then tweak from there.
Once you do a particular campaign, see what kind of results you get. How many people clicked on your emails? How many people opened them? You can test demographics also with analytics and see where a majority of your traffic is coming from. Do A/B testing and see what email titles work best! There are many different things that can be done.
In the image above, you can check how your landing pages are performing after sending a particular email campaign so that you can see what to change or keep the same in your next campaign.
Once you see what worked and what didn’t, you can go from there and start to tailor your strategy accordingly.
Obviously, this can get tedious, but practice makes perfect, so take the time! You will eventually get it right and find what works best for your business!
6. You Don’t Have a Blog
Content is still king when it comes to your advisor website. If you have a blog section, then this is a great way to put out relevant information that is helpful to your audience. It’s a huge way to generate leads to your website, and while it seems time-consuming, it really isn’t when you put your head down and work. It can be divided amongst team members, as well as, you can share third-party articles or repurpose your content!
While it’s important to keep a schedule and post your content in a timely manner, be strategic about what you are writing and posting.
Blog Best Practices:
When it comes to writing a blog that is SEO-friendly, be sure to keep these important things in mind:
- Determine what your keywords are and how to use them.
- Be sure that you are creating links (Internal and External).
- Use strong photos and supportive imagery.
- Remember to use a call to action.
- Get started with your work!
In the above image, C.L. Sheldon & Company maintains a blog on a timely schedule, as well as, they include topics that pertain to the niche of their clients,
7. You Don’t Plan your Content
With everything that you have going on at work, it can be hard to plan out your content, but it needs to be done. Find out what makes your readers click. This goes back to using analytics, try and find the demographics of people that are visiting your website.
Do you have a certain niche that you cater to? If so, then keep in mind that your social or blog content will be much different if you are creating for pre-retirees versus someone who is fresh out of college and in their first job.
Once you plan out the content, then be sure that you are following a plan about how to schedule it accordingly!
Example of a Digital Marketing Schedule:
Once you have decided the topic, be sure that you are scheduling it in the best time frames possible. The image below is a typical digital marketing strategy used by Twenty Over Ten for when to post content.
So, what have you learned from this blog? There are a lot of moving pieces when it comes to creating and maintaining a strong inbound marketing strategy for your advisory firm. It requires patience, testing, hard work, and many other tools and tactics, but when done correctly, the payoff is enormous!
About The Author
A part of Twenty Over Ten’s digital marketing team, Lauren is a Content Creator. A true Carolina girl through and through, she loves everything about Fall (yes, especially #PSL ☕) and can’t resist a fluffy yellow lab.