Halloween may be quickly approaching, but there’s no tricks here. Check out some of our favorite blogs for the best marketing treats of the week!
Since the dawn of the financial advice industry, financial professionals have created value propositions centered on the intangible qualities they provide investors. The focus on these qualities—including face-to-face interactions, the promise of a genuine personal relationship and emotional support—has only grown stronger as the robo-advisor revolution has gathered steam. The industry has pegged these qualities as key differentiators between human financial professionals from machines. Data from Charles Schwab, however, offers a potential challenge to this line of thinking.
As you embark on your website journey with Twenty Over Ten, it is important to also take a structured approach to optimizing your website for conversion. Maybe your site launched a year ago and you keep an eye on your Google Analytics and maybe you are seeing a steady traffic stream. However, visitor traffic does not mean they are converting. Here are five quick ways to increase your website conversion rate to generate a higher ROI for your financial planning firm.
With Halloween just around the corner, this is the perfect opportunity to face your marketing fears and identify a “new” medium and make it your own. For many advisors, content marketing may be at the top of the list. Let’s start with a quick look at just a few reasons why blogging is well worth your time:
Storytelling can, hands down, be one of the very best ways to explain, persuade, teach and understand. Do you use stories to explain your services to clients and prospects? It’s no secret the financial services industry is loaded with complex terms, jargon, hard-to-understand concepts, endless numbers, and charts. All of these things can be extremely overwhelming and cause confusion with clients and prospects. This confusion may ultimately trigger them to shut down and deter or delay their doing business with you. It doesn’t have to be this way though. With a little practice, using stories to explain the complex concepts can be an easy, effective and natural way to genuinely connect with both your clients and your prospects.
No doubt about it, advisor marketing has changed. When I started my career as a wholesaler in the early 90’s, I spent almost every weeknight at client seminars. The advisor would invite a group of clients and prospects to a hotel ballroom or restaurant and talk to them about the benefits of planning. I would usually speak for 15 to 30 minutes as a product sponsor (before SEI), while showing slides – this was pre-PowerPoint days. The rooms were typically full and most advisors thought it was a great use of their marketing budget and time. But not anymore; most public seminars do not draw well and advisors are looking elsewhere for growth ideas. We’ve written a lot about referrals. They continue to be the number one source of new business for advisors mainly because that is all they have and all they try to do. I want to talk about putting some effort into advisor marketing. I truly believe the marketing has changed and what helped advisors grow their businesses in the past will not work in the future. Today I want to talk about content marketing.