It’s that time of the week again, time to learn about 5 Little Things that can focus your financial practice’s marketing tactics, client journey and SEO efforts.
Adaptability is a critical trait for financial advisors to possess, particularly in a shifting investor landscape. Over the next three to four decades, baby boomers are expected to transfer approximately $30 trillion to their heirs. Capitalizing on that opportunity begins with honing a marketing strategy that resonates with younger investors while creating enhanced value for their existing client base. Embracing the possibilities of technology is an important first step.
Whether your idea stems from a webinar or the internal drive to continually develop new and improved systems and processes, there is rarely a shortage of great ideas available to fuel a financial practice. However, starting too many initiatives can leave resources scattered, staff burnt out with a lack of direction and a pile of half-finished good intentions. If you are an advisor who is always seeking to improve, how do you satisfy a craving for the latest and greatest while zeroing in on the most productive ideas?
Long-tail keywords account for 70% of all web searches. They are how you generate organic search traffic to your website and they’re the foundation of an effective SEO strategy. Long-tail keywords are the holy grail of SEO.
Want to become an innovative thought leader? You’ll need to know what subjects to lead thoughts on. Want to create a solid content marketing plan? You’ll need long-term keywords to fuel a content calendar. Regardless of what digital marketing strategy your company is focusing on this year, effectively researching long-tail keyword trends is the key to winning.
In the past, advisors drove the sales process. It was their job to make a phone call, set up an initial meeting, give a presentation, hand over a leave-behind and then follow up. But prospects aren’t passive anymore. They’ve taken control. Before prospects even speak to you, they’ve already Googled you, looked you up on LinkedIn, read your blog and checked every social media channel to verify your credentials and capabilities.
That means you aren’t the gatekeeper of your own information anymore. The Internet is. If you haven’t been monitoring your online presence, you may have no idea what image it’s presenting to your prospects. To a search engine, you might look reputable, sketchy—or even invisible.
This week on the Becoming Referable podcast, Julie Littlechild talks about the idea of a client journey, and contrasts it with an advisor’s offering. Julie is a prolific writer and speaker that is known for using new research to design programs and tools for advisors that take client engagement to new levels. She dives into the first steps of crafting your clients journey and more, hoping that you’ll walk away with tangible ideas and the tools to implement them into your business after hearing the conversation.