We assume investors who know your name will enter your URL in a search engine and go directly to your website. They will find the information they seek, and your website will make it easy for them to initiate contact and schedule an appointment.
The real challenge in digital marketing for financial advisors is to reach investors who don’t know your firm at all. And marketing your financial services online is how you can be found.
Theoretically, you should always be only one keyword away from reaching your target market, and a digital marketing agency for financial advisors can help you achieve that.
This effort requires:
The digital marketing process that produces organic leads is SEO (Search Engine Optimization). SEO impacts all three metrics that measure your digital marketing results: Internet visibility, website traffic, and website conversion rates. SEM (Search Engine Marketing; paid advertising campaigns) can also be used for visibility and traffic.
Do not underestimate the amount of SEO work involved: The Internet is the most competitive marketplace on the planet. Producing bland content is not enough. Producing unique content that creates visibility and traffic is a key to producing better results than your competitors.
Is your financial advisor website SEO working?
Take a few minutes to read our six tips for improving your production of organic leads (prospective clients waiting to be found).
Five core SEO services have the singular purpose of building the visibility of your brand on the Internet in a way that produces traffic for your website:
Websites have a critical role in the digital marketing process. They convert visitors into qualified leads by doing the following:
To a large extent, this is a one-time opportunity for your website. Investors rarely return to websites where they have not taken any action to contact an advisor or download an eBook.
If you want to be successful on the Internet, you had better be very aware of Google rules and follow them. Anything less can be a waste of your time and money.
Following are five rules that have the greatest impact on your visibility and traffic:
The first article has to compete with the thousands of articles produced by the brand names (WSJ, Bloomberg, Kiplinger) every week. It will be nearly impossible to rank on Google’s page for any keywords that drive this content.
On the other hand, there is less traffic and much less content produced for financial pain points. This makes achieving higher ranks in Google and the other major search engines easier.
If you are not a brand name, this is the more viable of the two strategies.
If you seek more leads, you need a website that can produce credibility and trust in five minutes or less. Why such a short time? That is the maximum time investors spend on financial advisor websites during their initial visits.
Credibility with investors has three components. Your firm:
Trust has similar components, but it is more subjective. Your firm:
Your website should describe several key features that benefit investors and deliver at least three or five differentiating characteristics that distinguish you from other firms.
The answer lies in the process investors use to find, research, and contact financial advisors. It is similar to the process that potential clients use for their important decisions.
Investors use a similar process for all of their big-ticket purchases. What is more prominent than their future financial security? The leads are high-quality because the investors did their homework and initiated contact with you.
Planning on outsourcing your need for digital marketing? Select a firm with financial knowledge combined with years of wealth management marketing efforts. Call PDM to effectively market your financial professionals, products, and services.