Last week, we shared some tips on how financial advisors can optimize landing pages for lead generation. This week, we’re taking it a step further and discussing how your blog can give your landing pages even more of a boost. When done right, a blog establishes you as an authority in your field, provides thought leadership on topics important to your business, and boosts your SEO.
The Importance of Blogging for Financial Advisors
By crafting blog posts that educate your customers on your service offerings and your area of expertise, you position yourself as a go-to resource during a prospective client’s time of need. Not only that, but the more pages you publish that contain valuable information, the more favorably search engines like Google will look at your website. As a result, you’ll attract more visitors via search.
Companies who blog receive 97% more links to their website.
Developing an online presence is crucial for success and your blog enables you to showcase your expertise setting you apart from your competitors, which is why Twenty Over Ten has developed the most advanced blogging platform for Financial Advisors. Our blogging platform enables you to create diversified blogs, categorize posts, enable social sharing options, and much more!
How to Best Leverage Blogs AND Landing Pages
1. include CTAs (Calls-To-Action) in the anchor text of every blog post
A call-to-action is just that — a way to compel your reader to take action.
If you’re writing a post, like this one on the four types of content your website needs, try including a link in the text of your post (like the one in this sentence) to a relevant ebook, whitepaper or webinar offering. When a visitor clicks on the link, they’ll be taken to the landing page, which will direct them to take the next desired action that you want.
However it’s important that you’re not building low-quality anchor links to your landing pages within your blog posts so you are not penalized by Google. Rather, we want to be praised by Google! Anchor text changed forever when Google released the first Penguin update in 2012. SEO-friendly anchor text is:
- Relevant to the page you’re linking to
- Low keyword density
2. get visitors excited about your exclusive content
A landing page is a great place to offer exclusive content, such as a whitepaper, guidebook, webinar recording, or ebook. But how do you prove to visitors that your content will be worthwhile?
By first writing blog posts on the topic, you are showing your visitors that you can offer worthwhile advice and information that is valuable enough to give up some personal information to get. Basically, you are baiting your readers with exclusive content that can help them even more than free access to your blog can.
Utilizing a blog and landing page together is a strong method to communicate your value and show your expertise, all while engaging your site visitors
This builds rapport and shows your thought leadership on different topics to your audience. Ultimately, including a blog on your landing page generally leads to improved lead generation and a higher conversion rate.
For example, This Good Financial Cents landing page is a great example of how you can use a blog post to demonstrate your proficiency on a subject, as well as to capture names and email addresses.
3. Tweak, Experiment & Test
Best leveraging your blogs and landing pages together is all about tweaking, experimenting, and testing. With free tools like Google Analytics you can uncover a great deal of information about how your blogs and landing pages are performing.
Additionally, with tools like Google Search Console, you can uncover search terms that are driving organic traffic to your website. By doing so you can make inferences based on that data as to which topics you should blog on next. By pulling those keywords into your next blog posts you can generate even more traffic.
4. Knowledge + trust = conversions
Blogging enables you to put a voice behind the brand and truly show your firm’s personality. It welcomes your customers and prospects in to get to know “the real you.” Blogging makes it personal and people like getting to know the face behind a business. This is especially true in the financial services industry. This is the knowledge part of the equation.
Meanwhile, landing pages are a means to an end. Ultimately, we want to drive traffic to our landing pages to capture visitor information, get them to take action so we can get them in our sales funnel. This is the trust part of the equation.
Knowledge and trust will result in conversions. A combination of blogs and landing pages makes great sense, as most successful digital marketing campaigns are a mixture of strategies and channels and not just one singular method.
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