As a financial advisor, one of the best ways to generate new leads is via a well-put-together digital marketing strategy. However, if you don’t have a lot of experience with digital marketing, it can be challenging to figure out how to make the most of the time and money you put into your strategy.
We’ve got three fundamental steps to help you create a solid digital marketing strategy and expand your opportunities to generate leads.
1. You Need to Understand Your Niche and Target Market
It can be tempting to sell yourself as a financial advisor who “does it all.” Unfortunately, this doesn’t make you more attractive to prospective clients – it actually makes you less attractive! Clients want someone who specializes in the area they need help with.
For example, if a client wants tax advice, they want a tax planning expert – not someone who offers general retirement planning (including tax advice).
Having a niche makes you more credible as an expert who can solve a client’s specific problem. It can also help you focus the content you create, so it’s exciting, engaging and appeals to the kind of clients you’re looking for.
2. Quality Over Quantity is Key for Your Website
There’s an old saying, “You never get a second chance to make a first impression.” This definitely applies to your website. Potential clients will have no interest in contacting you if they find your website confusing, cluttered, or unprofessional.
A streamlined site that’s easy to navigate will help give visitors to your site a positive experience. These are the key features your site must have:
Logical call-to-action buttons (CTA).
Clear contact information throughout your site.
Consistent branding and use of the same fonts and colour schemes.
Group similar items in easy-to-understand categories.
The keys to a successful website are making it easy for your prospects to explore and having clear CTAs your visitors can easily access.
3. Content Marketing Packs a Punch
Content marketing is a new way to appeal to prospective clients. Instead of buying ads to attract their attention, you provide them with content (such as blog posts and videos) to pique their interest and keep you top of mind.
One of the best and easiest ways to get started with content marketing is blogging. Blogging is a great way to show off your expertise and attract search traffic (from sites like Google or Bing) by using the right keywords and a good SEO strategy. In addition, repeating your point in different ways (e.g., statistics, personal stories, etc.) is a great way to get your core message across.
We Can Help!
An effective digital marketing strategy can make all the difference between turning a lead into a client or losing them. We can help you get started on your website or digital marketing strategy – reach out to us today!