Inbound marketing is such an important part of any financial advisor business and is simply a great way for you to attract potential customers by creating content that will drive leads to your website, rather than going out and selling your services.
So, once you have started to create your content, how exactly do you go about attracting prospects? There are many different strategies depending on how your firm operates, but there are obviously some techniques that work better than others. In order to create a successful inbound marketing program, you need to be proficient in several areas such as content writing, SEO, social media management, etc.
What are the Best Inbound Marketing Tactics to Generate Leads?
Whether you are establishing a brand new financial firm or you are just looking to generate more leads and revamp your marketing, creating a strong game plan based on a solid inbound marketing strategy is absolutely necessary to driving traffic to your website and gaining new clients. What is the best way to do this? Here are 6️⃣ inbound marketing tactics to step up your game:
1. Establish SMART Goals
The first step involved in creating an effective inbound strategy is measuring the return on investment. What do you want to actually accomplish, and when do you think that you will be able to do it? This is the first thing that you need to identify. Be sure that your inbound marketing goals are SMART, which stands for:
Once you build your ideal customer profile, make sure that you segment to that accordingly! This piece is incredibly important because you want to ensure that you are catering to what your customers need and want in order to personalize your marketing efforts and connect better with prospects.
2. Effective Content Marketing
It’s no secret that content is 👑 and content marketing is one of the most essential skills you can have in today’s digital world. As an advisor, the main goal of your business is to generate leads and to eventually turn those leads into clients, right? Before you can start to do this, however, you need to begin to build brand awareness and this all begins by providing awesome content!
You want to prove that you are a thought leader in your industry and that people can come to you as a trusted resource. It’s so important to provide your potential clients with high-quality content in hopes that they will continue to come to your site when they need additional information, as well as, refer you to others. Before you start to create new content, evaluate what you already have, see what needs to be changed and how you can improve on your content strategy.
When you create your content, be sure that it is original and compelling. You don’t want to use information, that is too broad, but rather speak to a certain niche in order to gain more impactful leads.
3. Keyword Optimization
First things first, what is a keyword? They are words on your website that define what your content is about. They can be in your bio, on your homepage, or in blog posts. The great thing about them is that they can be placed almost anywhere on your site and be considered a keyword!
Why are they so important? Well, they are essential to driving traffic to your website and helping to market your advisory firm. It’s extremely easy to use keywords to optimize your website, as well, as FREE! Now that’s something anyone wants to hear when it comes to budgeting for your digital marketing.
Before getting started it’s important you do research on the keywords that are highly searched for so that you can better integrate those keywords into your website in hopes of driving more traffic to your site. A very helpful tool is Google’s Keyword Planner as it brings up a list of highly-searched keywords that you could use on your site. Once this list is generated, then you can determine which keywords make sense to use on your website in particular. Once you’ve got your content created, then it’ll be important to distribute it on multiple platforms. Remember, the more distribution, sharing, and linking of your content will boost your SEO rankings!
Think that blogging isn’t essential to your marketing efforts? Well, think again! According to Social Media Today, blogs are rated as the fifth most trusted source for online information. In order to compete these days in the finance industry, you must start blogging! Blogging and writing articles pertinent to your niche audience is a great way to target a specific audience and gain the types of leads that you actually want. Content that is engaging, well-written and timely will resonate with your readers and they will be much more likely to come back for more information! Because of this, you need to ensure that your blog is updated regularly and that the content you create answers the questions of your audience.
5. Email Marketing
By now, you know the importance of email marketing how you need to draw in an audience with a strong subject, but once the email is opened, you need to ensure that the content is strong enough to rope in the reader. The content sent to your subscribers needs to be relevant and teach them something that they might not have known before opening the email. When you do this, you create value for your company and build your brand.
Email is an extremely cost-effective inbound marketing tactic and also has a wide reach. Whether it’s a cold lead, someone that shows interest or a current client, email is a GREAT way to share information. When setting up your email campaigns, be sure to use images or video to draw in your readers and engaging text. Email marketing is a very effective strategy that can persuade customers into choosing your services if done correctly.
Communication is key, but be sure when you are doing this that you segment your subscribers into lists. You don’t want to be sending the exact same email to people that may be searching for different things. This is incredibly important because you want to answer the correct questions, as well as, give out the type of information that they want to know. What you provide them in email should push them along to take action and buy your services.
6. Social Media Marketing
Lead generation obtained from social media is becoming increasingly important. This type of communication allows you to reach more customers across different platforms, and at segmented times. There are many different platforms, but the big three that we always recommend having a presence on include:
All three platforms vary greatly and it’s important to understand the main differences in order to provide your followers with greater value. For example, on Twitter, you are limited in the number of characters that you can use, but this platform provides a quick and fun way to interact with your followers. Facebook is very powerful as well where you can build your brand, post videos and interact with others. LinkedIn has a more professional feel, and this your content should be tailored to it accordingly.
Keep in mind that you should ALWAYS share your blog content across your social media platforms. Doing so just provides more avenues for your content to be seen on and enables you to reach a whole different audience. Learn more about the different types of content you should post on Twitter, Facebook, and LinkedIn.