Things Have Changed For Financial Advisors
What’s the primary marketing objective of any financial advisory brand?
To streamline lead generation and turn potential leads into real clients, thereby growing their brand’s bottom line.
Unfortunately, this is easier said than actualized. Many financial advisors have historically done virtually all of their lead generation through direct mailing and seminars. While these were very effective in generating leads, in the past, they are not so effective today. Especially seminars, which have dried up due to the Covid-19 virus. So financial advisors need to start looking at new ways to generate leads, and one of the most under-utilized marketing tools in the advisors’ marketing arsenal, is their website.
For over the past 6 months we have been analyzing the financial advisor sector online, and what is very clear, is that the majority of advisors are missing out on receiving inbound leads through their website because they do not have it optimized correctly for page one rankings. We explain this in more detail on our SEO finance page, where we explain why search engine optimization for financial services is something to not be ignored.
Many financial advisors are tempted to implement DIY SEO or trial and error marketing strategies. Perhaps after making some mistakes with your digital marketing strategy, you will finally figure out a marketing plan that works best for your business. But at what cost?
Looking for shortcuts to manipulate or trick search engines into placing your brand’s website higher in the SERPs isn’t going to work. Ten years ago, website owners could fool Google algorithm to get better rankings. Try those dirty tricks today, and Google’s super-smart ranking algorithm will slap your brand with a penalty that’s too tough to recover from.
The good news is that a well-thought-out SEO strategy can boost your financial brand’s credibility and rank higher in search engine results pages. Better rankings expose your brand and its promises to your target audience. This is the primary reason a financial adviser should consider SEO an integral component of their marketing plan.
Sure, referrals are still a profitable way for financial advisors to attract new clients. However, using it as your only way of attracting customers is a thing of the past. Your business needs to establish a robust online presence and implement a professionally designed digital marketing strategy in correlation with referrals to create an excellently performing marketing plan. This could turn your marketing efforts into a lead generating machine.
Just look around, and you will be overwhelmed by how quickly your competitors are moving through Google rankings. Do you think they still depend on referrals, marketing events, and advertising their services in newspapers? The chances are that they have built a distinctive brand and established a robust online presence. They may be good at SEO, but you need to be better to outpace them.
Isn’t that one more reason to pay attention to SEO as part of your marketing plan?
SEO Tactics that Work
With all other projects that you have going on at your financial advisory firm, you will probably wonder whether you will get sufficient time to design an SEO strategy. It may take a bit of effort, time, and money, but you will reap the benefits and realize it was all worth it. So, how exactly should you go about improving your company’s website SEO?
- Make sure the website is entirely mobile-friendly and secure
You would be hard-pressed to find a person who doesn’t own a smartphone these days. A recent report published by Pew Research Center revealed that approximately 84% of Americans own a mobile device. Of those, 97% revealed that they use a smartphone majorly for text messaging, 92 percent use it for calls, 89 percent surfing the web, 88 percent for accessing emails, and about 75% for social networking.
These numbers tell marketers and business owners that there is a lot of time spent on mobile devices such as smartphones, iPads, tablets, and more. If your business website isn’t mobile-friendly, you are already missing out on so much business. Additionally, many consumers spend at least 5 hours a day on their smartphones, and it’s estimated that 57% of overall internet traffic comes from tablets and smartphones.
It is very apparent that if an internet user has trouble loading your company’s website, then they will leave and adventure over to some of your competitors. This is not what you want.
- Optimize your content for the right keywords
Similar to how you read newspapers and magazines, Google search crawlers read the headings, descriptions, and titles of your web pages. Ensure all your pages include the correct headers that describe the specific content you are sharing with your target audience. You should also optimize this content for the appropriate keywords so that your website can be easily found whenever consumers use relevant search terms.
Adding a blog section to your financial advisory website is an excellent way of encouraging internet users to visit your site. Most people are looking for personal finance tips, guides to saving money, and other answers to different financial-related challenges. A blog section is an excellent way to provide valuable insights and solutions to their questions. This proves that you are a leader and an expert in the financial field.
Additionally, it is a reliable way to establish trust with your prospects, develop your authority in the finance industry, and drive better rankings. Keep in mind that the quality of a piece of content is better than the quantity of content. It doesn’t make sense to pump hundreds of articles into your blog that will not help your target audience. Indeed, it would be better to create an excellent post every week than 20 mediocre posts every week.
- Don’t underestimate the power of video
Do you want to try something a little different and reach more prospects? Video is a great way to earn trust from your target audience while freely speaking about the point you wanted to make or the financial advisory services you offer. Creating influencer videos not only allows people to see you as the authority they are looking for to help them with their finances but is also humanizes your brand and reveals your brand’s relatable side that you want your potential customers to see. Check out our post on Vidnami a leading video creation software, that enables you to create quick quality and powerful videos to promote your service and brand.
Video content as part of your marketing strategy is not a fad. Instead, it is here to stay. A recent study published on HubSpot suggests that including video content on a landing page could increase your expected conversion rates by 80%. So, with such huge numbers, why don’t you include video in your marketing plan?
Perhaps it takes time and varying ‘recipes’ to achieve the ideal business website that attracts massive traffic and converts a larger percentage of users into loyal customers. But this doesn’t have to be the case with your financial advisory business. There is a way around the trial-and-error approach and the challenges associated with it. Just hire a trustworthy SEO agency to transform your business website into a lead generating machine.