Building a successful financial advisory firm requires dedication, hard work, and focus on the tasks that really matter. There are no shortcuts or easy solutions. Based on feedback from hundreds of financial advisors, their number one challenge is producing a steady flow of high-quality financial advisor leads.
One solution for growing financial advisor firms is making the Internet their best source for high-quality leads. They develop a lead generation website that converts more visitors into qualified leads. Then they focus on Inbound Marketing services that produce Internet visibility and traffic for their websites.
We wrote this blog post to answer several questions that will develop productive digital marketing for financial advisors. If you would like more information, connect with Paladin Digital Marketing to schedule an introductory call.
Keep reading to find answers to these important digital marketing questions:
- Why should financial advisors establish themselves as specialists?
- How to identify keywords that are used by financial advisors’ ideal types of clients?
- How can financial advisors increase their online visibility for the best keywords?
- Are financial advisors writing content that meets all of Google's standards?
- Why do financial advisors need lead-generation strategies?
- Why should advisors have analytics that track their digital marketing results?
- What are the benefits of financial advisor marketing?
Some of the answers may surprise you, so let’s get started.
Why should financial advisors establish themselves as specialists?
As the old saying goes, you don’t go to a brain surgeon for knee surgery. Most consumers are used to seeking out specialists when they need professional services or advice.
Financial advisors are no different. There are major differences that define their clientele: Age, circumstances, assets, risk tolerance, goals, etc.
It has been Paladin’s experience that the more you specialize, the better your results will be. In fact, financial advisors who establish themselves as specialists are frequently more successful than those who don't.
Here are a few reasons why specialization is increasingly important in today's marketplace.
- Specialization gives you an edge over your competitors.
- Investors are more likely to trust financial advisors who specialize.
- Specialists have a deeper understanding of their clients’ needs.
- Specialization makes you stand out from the rest of the crowd.
- Specialists are more aware of the needs of their clients.
- Specialization can increase brand awareness and attract clients.
How to identify keywords that are used by financial advisors’ ideal types of clients?
Keyword visibility is important for any business, and financial advisory firms are no exception.
In order to identify the keywords that are used by your target audience, you need to understand how they think and what they’re looking for in financial advisors. By understanding the keywords your target clients use, you can create content that speaks to their needs and draws them to your firm.
Two of the most important characteristics are your expertise and your trust. After all, what investor would not want a financial expert they can trust?
How can financial advisors increase their online visibility for the best keywords?
By understanding the keywords your targeted clients use, you can create great content that speaks to their needs and draws them to your firm. In order to dominate page one for your best keywords, you'll need to start by optimizing your website and the quality and quantity of your blog content.
The following three tips are a start for helping financial advisors achieve their digital marketing goals.
First, make sure your website is mobile-friendly. This will ensure that your website displays properly on all sizes of screens; 62% of search is from mobile devices.
Next, add schema markup to your website's code. This will help Google understand the content on your site.
Finally, create valuable content that readers will want to share with friends, family, and associates.
Are financial advisors writing content that meets all of Google’s standards?
Are you a financial advisor who is concerned that your website content may not meet all of Google’s increasingly stringent requirements?
You'll need to optimize your website and content for Google standards to dominate page one for your ideal clients and their most frequent keywords. Financial advisors can use the following tips to help them achieve this goal.
Adding pillar pages to your website can help. These pages establish your authority for keywords used by your ideal types of clients when they use the Internet to find and research financial advisors.
Ultimately, creating valuable content that readers will want to read and share is of the utmost importance. If you do these things, you'll be on your way to ranking at the top of Google's search engine results pages (SERPs).
Why do financial advisors need lead-generation websites?
Let’s assume you are spending a significant amount of money building your online visibility and traffic for your website. Unfortunately, your website was not designed to convert visitors into qualified leads. You could be wasting a large part of your marketing investment, not to mention all of the missed marketing opportunities.
Financial advisors need an effective lead-generation website to attract new prospects and clients. One of the best ways to do this is by creating a website that specifically targets your potential leads. A good lead generation website will include information about your firm, your financial services, who you serve, and how you help potential clients achieve their financial goals.
By using a well-designed lead generation website, you can convert more investors into leads and grow your business much faster.
Why should advisors have analytics that track their digital marketing results?
Digital marketing should be an important part of every financial advisor firm's strategy for growing their firms. That’s because more than two million investors, in the past 12 months, used the Internet to find, research, and contact financial advisors.
How does that impact the results that your firm produces?
Tracking the results of your digital marketing strategies and campaigns can be difficult. In the absence of analytics that track your advisor marketing results, it's hard to know which tactics or campaigns are working and which ones are not a good use of your marketing dollars.
This can lead to wasted time and money on ineffective campaigns. Financial advisory firms need analytics to track their digital marketing results. With this data, firms can make better decisions about where to allocate their marketing resources.
They can also spot winning campaigns and replicate them elsewhere. Analytics that track your digital marketing results is essential for any financial advisor firm that wants to succeed in today's competitive marketplace.
What are digital marketing’s additional benefits?
Digital marketing can effectively reach investors, convert them into prospects, and produce new clients for your financial advisor firm. But, these lead generation benefits may be the tip of the proverbial iceberg. There are several additional benefits that will also increase your productivity and the value of your firm.
Paladin’s research shows your website and online visibility can do a lot of the selling for you. That’s because investors spend time on your website and Google searching your name before they contact you. They only contact the advisors that meet their requirements.
Our investor research also shows your online presence can build your online credibility. In particular, when you are compared to other financial advisors with weaker websites. Only the strong produce significant results.
Your online visibility can also build trust when you practice disclosure on your website. Withholding information is ineffective when your competitors are more forthcoming with the information that investors seek when they use the Internet to screen financial advisors.
Another important feature that benefits financial advisors is a digital marketing strategy that builds brand awareness. The easier you are to find on the Internet, the more traffic you will build for your websites, which in turn produces more leads, prospects, and clients.
