Content Marketing

Feature Friday: August 7, 2020

We have been working hard to keep financial advisors up to date on what has been going on in the industry. To kick off this article, we discuss why it’s important to track your metrics so that you are continuously improving for your audience. If you want additional information for measuring your analytics, reopening your business and continuing to connect with clients, then this Feature Friday is for you. What’s even better is that we have got a bonus article added this week!

1. Measuring Content Success: The Seven Most Important Metrics for Financial Advisors to Track via Twenty Over Ten 

Putting out content with no way of measuring the tangible value it has for your advisory business is not a good practice. You need to be tracking and recording the status of your website’s metrics to tell if your current techniques and content production are working well or not. This article highlights the seven most important metrics for you to measure success:

  1. Overall Traffic
  2. Organic Search Ranking
  3. Time Spent on Your Website
  4. Pages Per Visit
  5. Returning Visitors
  6. Social Sharing
  7. Clicks From Social Platforms

What metrics to track

2. Four Reasons Financial Advisors Should Incorporate a Stock Market Summary in Their Marketing Strategy via Lead Pilot

Why should efficiency only be for you? You can also work to increase efficiency in your clients’ lives by making yourself a one-stop-all-things-finance business. A way to develop this helpful reputation is by incorporating updates for your clients on all things finances. This will help you to build a credible, trustworthy role in their lives and will help them to stay in the know! A great place to start is by providing stock market summaries to your clients. Four reasons to implement this strategy highlighted in this article are:

  1. You Can Explain the Issues Impacting Your Clients’ Portfolios
  2. It Shows You’re a Good Listener and Communicator
  3. It Establishes You as a Thought Leader and Expert
  4. It Shows That You’re Not Only Paying Attention During Periods of Volatility, but All the Time

Stock Summary

3. How to Use Transparency in Financial Planning as a Tool for Client Engagement via eMoney

Building trust and credibility with your clients is an important part of keeping clients on board and effectively managing their finances. A statistic that some may find surprising: only 35% of investors say their planner always acts in their best interest. This number should be alarming for all advisors. This article works off of this fact to introduce advisors to a way of showing transparency in their work through:

  • Demonstrating Security
  • Setting and Delivering on Expectations
  • Offering a Suite of Financial Planning Solutions

Client Engagement blog

4. Best Practices for Reopening Your Office via Financial Planning Association

How is your state doing, in terms of coronavirus cases? There is a chance, if your state is doing well, that the day your office reopens is drawing near. Are you prepared? There are many different aspects to consider when going back into your office. Do you have a large team of coworkers, or do you only share your office with one or two other people? Have you considered your coworkers needs, concerns and comfort levels with resharing an office space? This article prompts advisors to think through a list of things to consider when the time draws near to return to the office building:

  • Determine what reopening means to you.
  • Follow your appropriate state and local rules and guidelines.
  • Review the overall risk for the team.
  • Set clear policies and procedures for the team.
  • Decide on how you will meet with clients.

Reopening your business

5. Small Clients Want Big Attention? Via Paul Kingsman

How to tastefully handle a relatively “small” client is an awkward topic. You may have a hard time deciding how to divy up your time between clients that are extremely profitable, and therefore you want to devote a large portion of your time to, and clients who do not bring quite as much revenue to your business. When deciding how to respectfully care for these clients, while also keeping in mind the logistics and reality of your pay from them, you may want to consider these three steps:

  1. Accept that not everybody gets the same amount of your time. 
  2. However, all clients get the same depth of genuine empathy and care.
  3. You do not necessarily need to get rid of your less profitable clients, but you must diligently budget your time according to their profitability.

Paul Kingsman blog

6. Evergreen Is Out, Timely, Relevant Content Is In During Pandemic Via WealthManagement.com

While we encourage the importance of evergreen content, during a pandemic, it’s more important to have content that is timely and relevant. Investors have been reaching out to financial advisors for guidance during this time and the usual meetings and events have been canceled, which has caused a dramatic shift to online content.

Hear from Twenty Over Ten’s CMO, Samantha Russell as she discussed the importance of relevant content in the midst of the coronavirus pandemic.

Timely content during a pandemic

About the author

Laurel Hecht

Laurel is a digital marketing assistant at Twenty Over Ten who loves any chance to communicate and connect with people through her writing. She creates many of the social media posts you see on Twenty Over Ten’s platforms (yup, there’s a person behind those tweets!). When she’s not on the clock, she loves rock climbing, experimenting with funky concoctions in the kitchen and spending time with her handsome fiancé. She truly hopes you enjoy her writing!

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