The main role of digital marketing for financial advisors is to build online visibility so it is easier for investors to find them.
The second role of digital marketing is to generate relevant traffic for financial advisor websites. Investors visit financial advisor websites to find information about the firm or a specific financial topic.
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The third role of digital marketing is developing a website that can convert a website visitor into a qualified lead. A frequent conversion rate for online businesses is 2-5%. However, the rate for financial advisor websites is usually lower due to the investors' reluctance to give up their contact information to firms they don’t know. Therefore, financial advisor websites might see lower conversion rates, for example, in the 1-3% range.
This is also highly dependent on various factors, including the quality of the website, how well it's targeted toward its intended audience, the effectiveness of its SEO (Search Engine Optimization), plus other digital marketing considerations.
It's also important to remember that not all leads are created equal – the quality of the leads is often more important than the quantity. A lower conversion rate that results in higher-quality, serious leads can be more valuable than a higher conversion rate that produces lower-quality leads that don't convert into active prospects and clients.
This blog article will focus on the top five financial advisor marketing strategies that produce the best results.
Top 5 Digital Marketing Strategies
Regarding digital marketing strategies for financial advisors, several services generate higher-quality leads. It has been our experience that the following five produce the best results:
- Content Marketing & Blogging (Thought Leadership)
- Search Engine Optimization (Visibility)
- Lead Magnets & Email Marketing (Conversions)
- Social Media Marketing (Brand Awareness)
- Search Engine Marketing (SEM; Paid Advertising)
Content Marketing & Blogging (Thought Leadership)
Establishing a blog or content hub on your website and consistently creating high-quality, educational content is a powerful way to attract and engage potential clients. Write articles, eBooks, and blog posts that address common financial concerns, investment strategies, retirement planning, tax optimization, and other relevant topics.
Optimize your content for search engines to increase its visibility and reach. High-quality, relevant blog posts provide value to visitors and increase your website's ranking on search engine results.
Your ultimate goal may be to establish you or your firm as credible thought leaders that investors rely on for information they can trust.
Search Engine Optimization (Online Visibility)
Investors can’t contact you if they can’t find you online.
Search Engine Optimization (SEO) is an important way to drive organic traffic to your website. For example, you should optimize your content to rank for keywords that potential clients might be searching for, such as "find a retirement planner in my city" or "find a wealth manager near me”.
Optimize your website structure, meta tags, headers, and content with relevant keywords to rank even higher in search engine results.
Put a major emphasis on local SEO that targets keywords specific to your geographical area to attract leads in your targeted markets.
Lead Magnets & Email Marketing (Conversions)
You should add free website offers with valuable resources such as e-books, checklists, webinars, and financial planning templates.
In exchange for these resources, you collect visitors' contact information that enables you to follow up with them. You should also use email marketing campaigns to nurture leads over time, sharing personalized content and promoting your services.
Provide regular updates, market insights, and exclusive offers to build trust and increase your credibility as a knowledgeable advisor.
Social Media Marketing (Brand Awareness)
Social media can be a great platform for engaging with your audience more personally.
Leverage social media platforms to build your brand presence and engage with your target audiences. Identify the platforms where your potential clients are most active and share relevant content, such as informative articles, infographics, videos, and client success stories.
Engage in conversations, answer questions, and provide helpful insights to establish credibility and trustworthiness.
Use LinkedIn, Facebook, Twitter, and Instagram to promote your services, share your content, and connect with potential clients.
Search Engine Marketing (SEM; Paid Advertising)
Pay-per-click (PPC) advertising through platforms like Google Ads or social media ads can help you reach a broader audience that is seeking services like yours.
It takes time to generate a page-one ranking using SEO and other traditional means. On the other hand, using SEM, you can buy the visibility you are seeking very quickly
Remember that even if serious investors see your ad, they may want to screen you before submitting their contact information. Our research shows 82% of investors will visit your website, and 64% will Google search your name before they submit their contact information.
They want to confirm their first impressions and make sure they are contacting the right firm:
- You are the type of firm they want to work with
- You provide the services they are seeking
- You work with clients like themselves
- Check their overall first impression
Conclusion
We live in a digital world. Everyone that matters has access to the Internet. People use the Internet to find what they seek: Financial advisors, information about advisors, and general financial information.
The primary role of digital marketing is to produce the types of online visibility that generate traffic for financial advisor websites. A financial advisor’s sales funnel starts when a website converts a visitor into a qualified lead.
The digital world is intensely competitive. Investors have page after page of options with the click of a mouse. Making the Internet a financial advisor’s best source for new clients, assets, and revenues takes some specialized expertise.
