In the past, we have shared some tips on how financial advisors can optimize landing pages for lead generation. We’re taking it a step further and discussing how blogging and landing pages can work hand in hand when it comes to lead generation. When this is done right, you will be established as an authority in your field, provides thought leadership on topics important to your business, and in turn, will boost your SEO.
The Importance of Blogging for Financial Advisors
By crafting blog posts that educate your customers on your service offerings and your area of expertise, you position yourself as a go-to resource during a prospective client’s time of need. This is so important because choosing a financial advisor is a big decision and not one that is always made quickly. So, when the times comes for your prospects to choose an advisor if your firm made a strong first impression, that will greatly help your chances with gaining a new client.
Not only that, but the more pages you publish that contain valuable information, the more favorably search engines like Google will look at your website. As a result, you’ll attract more visitors via search.
Companies who blog receive 97% more links to their website.
Content On a Blog Versus a Landing Page
While both provide relevant content to readers, there are some differences between what goes on a blog versus what goes on a landing page.
A blog section of a website is updated regularly with new content generally being at the top. The length varies, but in 2020, 1,760 words are the ideal length. Additionally, a blog contains navigation and a sidebar, and the goal of a blog is to generate readers and build trust to potential customers. You can provide relevant information, show that you are a thought-leader in the industry and generation leads.
In the above, Twenty Over Ten client and Lead Pilot user, Mark Sharp Retirement, has a strong blog section that they regularly update. It’s extremely timely, as it’s providing information on what you should do as a pre-retiree and retiree amidst the COVID-19 pandemic. It can be easily shared at the bottom if you want to share the content on your Twitter, Linkedin or Facebook platforms, with a LiveChat integration bar to easily get in touch.
Landing Page Content
With a landing page, it’s static and doesn’t change. There is no navigation or sidebar so that the reader can only focus on that single landing page. They allow for the users to create individualized messages for different, targeted niches. You can make your message ultra-specific with one headline, one unique selling proposition, and one call to action. A focused and targeted message for one very specific niche increases the effectiveness of the landing page’s lead generation.
How to Best Leverage Blogs AND Landing Pages
1. Include CTAS (Calls-to-Action) in the Anchor Text of Every Blog Post
A call-to-action is just that — a way to compel your reader to take action.
If you’re writing a post, then try including a link in the text of your post to a relevant ebook, whitepaper or webinar offering. When a visitor clicks on the link, then they will be taken to the landing page, which will direct them to take the next desired action that you want.
However, be sure that you are doing this carefully, and that you’re not building low-quality anchor links to your landing pages within your blog posts. If you do this, then you can be penalized by Google. Obviously, this is not something that you want, but rather if you post links that go to quality content, then Google will applaud you. Anchor text changed forever when Google released the first Penguin update in 2012. SEO-friendly anchor text is:
- Relevant to the page you’re linking to
- Low keyword density
2. Leverage Multimedia in Posts and Landing Pages
According to HubSpot, 54% of users want to see more video from a brand or company that they support. So, make sure you are including video and images in your content! It’s a great way to display information in a different way than simply reading through pages of information. It breaks up the material, can get a point across in a short amount of time, and it adds a human touch. These can be utilized both in blog posts and landing pages, as they get information to the reader in a different way than normal.
As you can see in the image above, a video with an animated infographic is used on a landing page from Twenty Over Ten and Lead Pilot user, Maury Schneider, CPA, MBA, CFP® founder & financial planner at MLS Financial Planning. It quickly and clearly breaks down saving versus investing in an easy to follow video to help visitors understand this content. Within the landing page blog, visitors have the ability to schedule a meeting or sign up for a virtual presentation or sign up for a newsletter below.
He is offering useful content to prospects but getting their contact information, as well, so he can drip on them with email marketing campaigns.
3. Make Your Content Hard to Turn Down
A landing page is a great place to offer exclusive content, such as a whitepaper, guidebook, webinar recording, or ebook. But how do you prove to visitors that your content will be worthwhile?
In the above image from Twenty Over Ten client, Life Strategy Financial, their landing page to download a free flowchart entitled, “Investment Portfolios Facing Volatile Markets” brings about a sense of urgency when it comes to dealing with your investments in a volatile market. With the current state of the economy, this would be very timely, considering the current volatile market.
A way to use blogs and landing pages hand in hand, are by first writing blog posts on the topic, you are showing your visitors that you can offer worthwhile advice and information that is valuable enough to give up some personal information to get. Basically, you are baiting your readers with exclusive content that can help them even more than free access to your blog can.
Utilizing a blog and landing page together is a strong method to communicate your value and show your expertise, all while engaging your site visitors.
This builds rapport and shows your thought leadership on different topics to your audience. While it’s good to have a niche, you do what to show that you are knowledgable in many different areas through these blogs. Ultimately, including a blog on your landing page generally leads to improved lead generation and a higher conversion rate.
4. Tweak, Experiment and Test Content
Best leveraging your blogs and landing pages together is all about tweaking, experimenting, and testing. With free tools like Google Analytics, you can uncover a great deal of information about how your blogs and landing pages are performing.
Additionally, with tools like Google Search Console, you can uncover search terms that are driving organic traffic to your website. By doing so you can make inferences based on that data as to which topics you should blog on next. By pulling those keywords into your next blog posts you can generate even more traffic.
Find out the type of content that is working best in your blogs. Keep an eye on what’s trending both in the industry and just in the news so that you can write about relevant content. For instance, in the midst of the COVID-19 pandemic, a lot has changed in terms of marketing, the language that we use, social media, and just our overall tone. Make sure that you are writing about things that will help people during this time so that they can come to you as a trusted source.
In the above image from Twenty Over Ten client and Lead Pilot user, Key Wealth Partners, LLC, their landing page content is entitled “Economic Impact of COVID-19: 3 Next Steps For Those Struggling Financially.”
5. Knowledge + Trust=Conversions
Blogging enables you to put a voice behind the brand and truly show your firm’s personality. It welcomes your customers and prospects in to get to know “the real you.” Blogging makes it personal and people like getting to know the face behind a business. This is especially true in the financial services industry. Don’t you want to feel comfortable with someone responsible for handling your money? For sure! This is the knowledge part of the equation.
Meanwhile, landing pages are a means to an end. Ultimately, we want to drive traffic to our landing pages to capture visitor information, get them to take action so we can get them into our sales funnel. This is the trust part of the equation.
In the above landing page from Twenty Over Ten client and Lead Pilot user, Braun-Bostich & Associates, they have created a great landing page chock full of information with facts about the economy in the midst of the COVID-19 pandemic, along with the phrase, “Please feel free to share…and as always, BBA is here to help!” Users can easily reach out and schedule an appointment either by phone or contact form, and this simple phrase alone with the ability to contact them brings about a strong sense of trust so that you know you are in good hands, even before working with them.
Knowledge and trust will result in conversions. A combination of blogs and landing pages makes great sense, as most successful digital marketing campaigns are a mixture of strategies and channels and not just one singular method.
Using your Tools Efficiently
Now that you know a little more about the importance of blogs and landing pages and how to leverage both of them to generate leads, let’s discuss how you can do so on our Twenty Over Ten and Lead Pilot platforms. As mentioned above, you need to be using both simultaneously as they both share important content and information but serve different purposes.
Creating Landing Pages in the Twenty Over Ten Platform
Step 1: On the left of your dashboard you will see the pages in your main navigation listed and then a section for “Other Pages.” The Other Pages section is for pages on your website that are not linked in your navigation bar, which you can send up to act as landing pages for a variety of purposes!
Click ‘add new’ to add a page with the desired functionality for your landing page (standard page, blog page, team member page, external link).
Step 2: Add the appropriate information in the overlay, including a page title.
Step 3: Add content to your new landing page and then publish your new page to your live site.
Customizing Landing Pages in the Lead Pilot Platform
When it comes to creating a landing page that makes visitors want to take the next step, it’s so important to put strong content in your page that gets the job done. As we have already mentioned above, landing pages are a great tool to increase lead generation because they allow you to create individualized messages for different, targeted niches.
It’s a best practice to make your message ultra-specific, so there should only be:
- One headline
- One unique selling proposition
- One call-to-action.
In fact, a focused and targeted message for one very specific niche increases the effectiveness of the landing page’s lead generation. With Lead Pilot, you can easily create branding landing pages and turn more leads into clients.
With the Lead Pilot landing pages, there is so much you can do, making your conversions a lot higher. All of your content can be deployed automatically, showing that you are a thought-leader in the financial industry. With this tool, you can:
- Convert more leads by sending visitors to highly specific landing pages.
- Customize every aspect of the page and that includes colors, fonts, buttons, pop-ups and much more!
- Choose the call-to-action that converts best for you, such as “Book a meeting”, “Find your Risk Number” or “Subscribe to our Newsletter”
- Easily update the landing page design at any time, without using a developer.
It’s so easy to customize your landing pages in the Lead Pilot platform, so just follow the steps below.
To change the colors and fonts in your landing pages, please follow these instructions:
1. Go to “Template Design” or scroll to the top right of your screen and hover over your name and user icon.
2. Scroll down and click “Template Design” from the drop-down menu:
3. Click “Style” above the tools menu to the left. This will open all of the style tools:
4. The sections will be similar to the ones in the “Content” tools menu. Click a section name (e.g. “Header,” “Footer,” “Subscribe Form”), to make changes to it.
For Making Color Changes
1. Click on any circle to change the color of the element associated with it:
2. Underneath the clicked circle, a color selection window will open:
3. You can click within the color window to make changes:
4. You can move the first slider beneath the color window to make changes:
5. You can move the second slider beneath the color window to change opacity:
6. You can also type in the # of a color (many company style guides provide the exact hex or rgb color numbers they use):
For Making Font Changes
1. Click on “Font” to make changes to the font of the element associated with it:
2. Click on “Font Family” to scroll and select your specific font:
3. Click on “Font Weight” to scroll and select the style of your font:
4. Click and slide the “Size” button to adjust the size of your font:
1. When selecting fonts and colors, you can click the “Save” button at any time to save your changes:
Adding Blog Posts through Lead Pilot
With Lead Pilot, you have the option of feeding content into your Twenty Over Ten blog using two methods: An RSS feed and a manual link.
The following video can help you do this easily.
To set up using an RSS feed, please follow these steps:
1. Click “Content” and then “Shared” to view your shared folder.
2. Click the “Copy RSS URL” button in the top right corner:
This will generate an XML code you can paste into your website builder
3. Open a new tab in your browser and log into your website builder.
4. Go into your “Blog Settings.” TwentyOverTen has a guide here you can follow and GoDaddy offers instructions as well.
5. Paste the copied XML code into the appropriate field in your website builder. In your TwentyOverTen account, this would be in your blog’s “Page Settings”:
6. Previously shared posts and all future posts will now appear on your website.
To remove content from your RSS feed, please follow these steps:
1. Visit the “Shared” folder and click on the content you want to be removed.
2. Toggle “Display in RSS Feed” off:
3. Click the “Update” button in the top right corner to save your changes.
Tying It Together
It is essential that you use blogs and landing pages hand in hand on your website. They both drive traffic just in different ways, and in this day and age, as more and more companies are going fully digital, it’s more important than ever to boost your digital communications and make sure you are creating strong content that informs your visitors while also generating leads to your website.
Struggling With What Content to Share on Social Media or Via Email?
The Best Thing You Can Do Is To Be Helpful-Provide Information In Your Area of Expertise
We are offering access to our content for advisors to use via Lead Pilot for one month completely free (even on our month to month plans).
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.