In today’s world, digital marketing HAS to be a component of any financial advisor marketing strategy. Recently, I chatted with a small group of advisors who wondered how to get started in what they considered a daunting task. Today, Practically Speaking welcomes Graham Turner, CEO of Advisor Websites. He outlines four tactics for your website that can help turn visitors into leads.
Please enjoy Graham’s post - JDA
These days, financial advisors face two significant challenges in their digital marketing strategy that often leave them without leads:
- Prospects overlook their website because of an abundance of competitors online.
- Prospects visit their website, but leave without converting (filling out any lead capture forms or reaching out).
The good news is that both of these challenges can be avoided by setting up your website to stand out from thousands of competitors online and by using the right tactics and tools that draw your visitors in and convert them into new clients. Let's dive in!
DID YOU KNOW? Only 19% of prospects want to connect with a salesperson when they're first learning about the product (the awareness stage). 1
#1 Targeted landing pages and gated content
Landing pages are a core component of many lead-generation campaigns. A landing page is a web page specifically designed for lead capture and usually follows a promise you've made for value.
For example, if you click on a CTA (call-to-action) button within an email, popup, or website homepage offering a free eBook, you’ll arrive at a landing page where you can claim your eBook.
The purpose is to draw visitors in by providing value, usually in the form of content or special offers in exchange for visitors' contact information.
#2 Create an email newsletter
DID YOU KNOW? Email is more valuable than ever, with an average ROI of $42 for every dollar spent.2
Emails are a powerful way to get in front of a prospect on an ongoing basis and keep your financial advice top of mind. For example, you could send weekly or monthly newsletters with the latest information on market trends, current events, and new content, personalized to specific segments of clients—delivering key information in a timely manner. Once in a while, you can send targeted information about your company and the services you offer.
The key is to provide value without bombarding your subscribers with too much information, which may come off too “sales-y.” Save specifics for the one-on-one sessions.
#3 Organize virtual events
Virtual events offer the opportunity to get in front of a lot of people in a short period of time with minimal costs. Not only do they allow you to start building relationships with prospects, but you can also crop out the best bits of recorded content and repurpose them across other content mediums like social media and newsletters.
Virtual events are a phenomenal way to build rapport with your audience and add a human element to your digital marketing. Beyond that, virtual events are excellent at capturing leads online since prospects will need to register to attend!
#4 Social media interactions
Social media sites like Facebook, Twitter, and LinkedIn offer the widest net for financial advisors to capture leads.
DID YOU KNOW? 53.6% of the world's population uses social media.3
Utilize your social platforms to drive followers and engagement from your accounts back to your website, where they're more likely to reach out to you directly and move from their “introduction” to the “interaction” stage of their customer journey.
Don't just post about what's going on at your company or look for feedback on products and services (although this is important); also remember to offer your followers valuable posts about industry news, helpful tips for the day, or even answer relevant questions.
Graham Turner is the CEO of Advisor Websites, offering personalized websites and targeted digital marketing solutions for financial advisors. To find out what's available to advisors with SEI, visit https://www.advisorwebsites.com/sei.
Please check with your Firm or Firm's Home Office before implementing any suggestions contained herein.
The opinions and views expressed herein are those of Graham Turner. SEI bears no responsibility for their accuracy. Graham Turner and Advisor Websites are not affiliated with SEI or its subsidiaries.
1. “60 Key Sales Statistics That'll Help You Sell Smarter in 2021,” Hubspot, blog.hubspot.com, January 8, 2021.
2. “The 2019 Annual Email Marketing Report,” Campaign Monitor, campaignmonitor.com, 2019.
3. “The 2019 Annual Email Marketing Report,” Smart Insights, smartinsights.com, December 6, 2021.
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