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 four 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 makes you less attractive! Clients want someone who specializes in the area they need help with.
For example, if a client is a business owner, they want to work with an advisor that specializes in working with business owners. An advisor understands that one of the problems business owners face is paying too much to CRA, and they’re looking for an answer to this problem. The solution could be allocating funds to the right places or having a comprehensive plan that integrates taxes, cash flow, assets, and debts.
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.” Unfortunately, this 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:
- Clear 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.
A successful website makes it easy for your prospects to explore and has clear CTAs your visitors can easily access.
3. Content Marketing Packs a Punch
Content marketing is a 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.
4. Email Nurture Campaign
Let’s face it; it’s doubtful your prospect will visit your website every day. (You probably won’t visit your website daily) Having an email nurture campaign is essential to staying connected with your prospects, centres of influence and clients in a digital world.
An email nurture campaign is emails that offer value to your prospect to create a sense of reciprocity.
Your email nurture campaign should:
- Position you as the trusted advisor
- Remind your prospect about the problems you solve for them
- Remind prospects you exist.
- Sent out consistently (weekly, bi-weekly, monthly)
Remember, the more value you provide to your prospect, the more they’ll remember you and the more they’ll end up buying from you.
We Can Help!
An effective digital marketing strategy can make the difference between turning a lead into a client or losing them. We can help you get started on your digital marketing strategy – reach out to us today!