Trending
Written by: Susan Theder
Beyond making sure current clients are happy, most advisors want to know how to get more. If you are looking to grow your clientele base, digital platforms like websites, social media and more are your conduits. So today, we’ve compiled 6 actionable marketing strategies to help you attract and convert leads as a financial advisor.
1. Lead With a Strong Home Page
In today’s new digital age, websites are a crucial platform for advisors to build clientele. Our attention spans are only getting shorter every day. To maintain a website that optimizes this, ask yourself whether your website passes the 5-second test?
Show a user your homepage for 5 seconds and ask:
- What was the page about?
- What do you remember seeing?
- Who would benefit from this service?
- What action to take next?
Keeping the 5-second rule in mind, It is crucial that potential clients glancing at a website are able to clearly understand who you are serving, why and how. An attractive website to clients, features content that services their values. This is where knowing your niche comes in. Spotlighting your mission and how you can best serve your audience is the compass to guide your website.
An excellent example of a homepage with five navigation tabs or less.
Pro Tip: Ideally, keep your top navigation to five major tabs to give users an outline of your site, and more opportunities to explore.
2. Incorporate Inviting Calls To Action (CTAs)
Most importantly, take this as an opportunity to feature strong calls to action throughout the site. Here are a few things to consider when creating your CTAs:
- Use precise language: Write in an active voice clearly stating the action you want the reader to take. Write with urgency to emphasize action.
- Make it attention-grabbing: If your CTA is in a paragraph, include it at the end. If it is an isolated button, make sure it’s visible compared to the rest of your page elements.
- Make it accessible: Ensure your website is accessible to everyone by implementing accessibility options, like those available on the FMG platform.
An example of a website featuring three strong calls to action
Pro Tip: Include more than one call to action, answering the different needs of your visitors. For example, one visitor may be ready to contact you, making your first CTA effective. But, some visitors may need more information. A secondary and even tertiary CTA can help direct them to relevant information, ensuring they remain on your site and improving the chances of finding what they need to self-qualify and convert.
For more tips on how to integrate effective Calls To Action check out our blog.
3. Prioritize Native Content
The key to growth on any social media platform is working with the algorithm. In other words, create content that appeals to the specific algorithm of the platform you are using. Content favored by the algorithm is more likely to reach potential customers and convert leads.
In terms of posting on social media platforms like Linkedin, Facebook and Twitter, prioritize native content. Native content keeps prospective leads on the social platform. At first this may seem detrimental, as you no longer are leading readers directly to your site. But, by prioritizing the algorithm, you’re improving the potential reach of your post. Plus, interested visitors can always click your profile and visitor your site.
Domenick D’Andrea is a financial advisor who incorporates a lot of personal Linkedin posts and content that does not link out, acting as a great example of how to use native content.
Domenick D’Andrea’s Linkedin profile.
Not only does he promote resources that keep users on his Linkedin profile but he also effectively appeals to the needs of his followers. His caption and image directly relate to his target audience and Linkedin community.
Pro Tip: Struggling with what content to post? We find personal content to be some of the most effective, but if you’re looking for an alternative, then consider your image. Find a way to take a complex topic, and visualize it. This can help your post stand out better without relying on the text alone. Don’t have a tool to create custom images? No problem. We recommend Canva to create custom images for your marketing. It’s free to use and integrated with our products.
4. Curate Clean Signup Forms
Don’t limit a connection by creating unnecessary roadblocks. Rather, continue to foster communication with prospective leads by simplifying your forms.
When creating an event landing page, contact form or webinar keep your forms simple by only requesting information necessary for your business. The standards are often name, email and phone number, but in some cases you may need a little more information, depending on the form. And, by limiting the items requested on any form, you can help increase conversion by removing the barriers to completion, allowing you to get clients as a financial advisor.
Peabody Wealth Advisors offers a good example of a simple signup form, asking for the standards, then requesting some contextual information to improve the quality of the meeting.
An example of a clean contact page.
Pro Tip: Though limiting how much information you request certainly helps. A great way to secure form completions is through a lead magnet. Your lead magnet can be anything from an eBook to a webinar. Including one behind its own form, or as an add-on to another offer, can be great for capturing contacts.
5. Lay a Foundation For SEO
Laying a foundation for SEO begins on day one of building your website. And investing in robust keyword research is crucial, so keep in mind these three rules for keyword optimization.
- Beware of over-optimization by using keywords naturally rather than packing.
- Mix up keywords with long-tail keywords to avoid repetition with tools such as Google Suggest and Google Keyword Planner.
- Be generous with semantic keywords – keywords closely related to your topic.
The keywords you actually select will depend on your business. But when deciding them, remember to consider the terms your users would search in a Google, and consider the context around the searches. In other words, what was there intent? What were they hoping to find? For example, when searching the term “Financial advisor” on Google, you will notice the top results are often advisors in your area. This is because Google knows someone searching that term is likely looking to work with an advisor.
A screenshot from searching up Financial Advisor on Google.
Pro Tip: Focus on local SEO. This will not limit your national search potential but can help you stand out amongst local competitors. There are several ways to do this, but one of the best places to start is by signing up and optimizing your Google My Business. Doing so will register your business with Google and act as a catchall for reviews, which can help improve your rankings as Google wants to recommend businesses with a high rating.
6. Recycle Content
Time is money! If you are investing in creating content, you might as well recycle it. In other words, break down or consolidate pieces of content for reuse across your marketing channels.
For example, a series of SEO blogs could be compiled, reorganized and edited to create an eBook.
Or, a large blog post could be broken down into multiple social media posts. Each would help save the advisor time in their marketing efforts.
Pro Tip: Recycling content should also include updating out of date pieces – predominantly blogs, but eBooks too. Doing so can help improve your SEO by cleaning up content that may be out of date, and give you something to work off of without having to determine new topics. Of course, don’t do this too often, rather aim for every few months in order to maintain the relevancy of a piece, without overloading your social feed with repeat content.
Related: Lead Generation for Financial Advisors: 10 Tested Tips to Generate Leads