Landing pages and blogs are some of the best ways to gain traction and bring in new clients and prospects. First off, what is a landing page? A landing page is simply a standalone webpage created for a marketing or advertising campaign. It’s usually where a visitor will end up after clicking an ad. The main goal of a landing page is to show off a CTA.
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
Blog posts are meant to educate your customers on your services offered and area of expertise. It’s important to position yourself as a go-to resource during a prospective client’s time of need. The more you publish blogs that contain high-quality information, the more favorably search engines like Google will look at your website. As a result, you’re likely to attract more visitors through search.
Companies who blog receive 97% more links to their website.
-Hubspot
Developing an online presence is critical for success and blogs enable financial advisors to showcase their expertise. This is meant to set 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 Leverage Blogs and Landing Pages
1. Include CTAs in the Anchor Text
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. Low-quality anchor links can be penalized by Google and affect search ranking. Rather, we want to be praised by Google for providing high-value links! SEO-friendly anchor text is:
- Succinct
- Relevant to the page you’re linking to
- Low keyword density
- Specific
2. Excite Visitors with 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?
Start off by writing blog posts on the topic. This showcases to your visitors that you can offer worthwhile advice and information. Worthy of sharing personal information to get (usually an email or phone number). You’re basically 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. Always Experiment and Improve
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. Showcase Your Knowledge to Gain Trust
Blogging is great because it enables advisors to put a voice behind the brand and show off a firm’s personality. It welcomes your customers and prospects in to get to know “the real you.” Blogging is personal and people like getting to know the face behind a business. This is especially true in the financial services industry. Along with your personality, blogging allows advisors to share their knowledge and expertise on business topics.
Trust is an important factor in converting prospects to clients and maintaining current clients. It’s important to have trust when working with people handling your finances. That’s the reason why advisors need to showcase their knowledge, so clients can feel safe knowing they chose the right people for the job.
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.
Editing note: This article was originally published on October 18th, 2016 and has been updated to ensure consistency.
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Justin Adams Justin is a content marketing specialist who loves to cook and play with his cats. He’s also currently learning how to play guitar and piano. He’s always thinking of ways to solve problems and puzzles. He says one of his best skills is his ability to always come up with ideas and hopes to sharpen that skill as his career progresses.
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