As a financial advisor, online marketing is probably a major part of your marketing plan. That makes sense when you consider that on average we each spend almost 3 hours a day online. Another statistic of note is that millions of people have shunned cable in favor of streaming services. Most of these services are commercial free or at least offer the option so TV ads don’t have the same reach as before. Given the importance of online marketing, you can’t throw an ad on Facebook, do some SEO work for your site, and call it done. Online marketing requires the same focus and attention to detail as every other method. Below are some key things you should know about online marketing as a financial advisor.
Diversify your marketing placement
One of the key hallmarks of a good marketing plan is operating multiple channels of marketing. That’s true of online marketing as well. Regardless of your target demographic, you should have marketing placement on multiple platforms. A platform like Google Ads will allow your ads to appear all across the web in places where your target market will most likely see them. That’s great, but it’s not a guarantee of success. You’ll also want to consider placing ads on social networks like Facebook, LinkedIn, or even Instagram depending on your target demographic.
You should also have a website because those ads need to point somewhere. The website can also act as an ad if you have good SEO that makes you visible in search results. You don’t have to make it flashy, but it should be very easy for potential leads to contact you. It should also give them a basic understanding of the services you provide.
Perfect your funnel
Ads and websites are important, but they don’t result in conversions on their own. The whole point of both is to get potential clients in front of you. That’s why it’s important that you don’t stop at collecting information. You’re not going to succeed if all of your leads land in a CRM that gets used once in a while to send out mass emails. It is a good chance to automate some of your process, and that’s an important part of a good funnel.
Once you have someone’s contact information in front of you, you should reach out in a timely manner. This can be something as simple as an automated email that gives your leads the option to set a meeting on your calendar. It can also be a call, direct mail, or some combination of these methods. The most important thing here is that you connect quickly. This allows you to decide if you and the prospect are a good fit so you don’t waste resources chasing bad leads. It also shows them that you take your business seriously and respect their time.
Watch your metrics
One of the most appealing aspects of online marketing is the ability to set it and forget it. Once everything is set up, you can focus on other aspects of your business. This doesn’t mean that you should completely ignore your marketing once it’s up at running. Like any other marketing channel, you’ll want to keep up with your results. You can see if a particular platform is performing better or if there’s one that may not be worth the money or the effort. Efficiency is important, and keeping an eye on your numbers can improve that.
The world of online marketing changes regularly. Trends come and go, and algorithms get updated. These steps will still apply, and they can help you run effective online marketing campaigns. If you’re ready to start with online marketing or improve your existing marketing, contact us to schedule your consultation.