Claire Akin's Blog, page 14

Diagnosing Google Ads Performance: 5 Common Mistakes & How to Solve Them

So you’ve taken the plunge with Google Ads—now what? For financial advisors, leveraging platforms like Google can significantly enhance your visibility and help you attract new prospects. But optimizing the performance of your ads requires continuous monitoring and strategic analysis, and it’s not uncommon to experience a few bumps in the road.

Sometimes your performance can be stellar for several months in a row until it seems to suddenly drop. If you’ve experienced an abrupt change in your Google Ads performance, don’t panic! Read on to learn about the 5 most common mistakes advisors make and what you can do to improve campaign effectiveness.

1. Conversion Tracking

While conversion tracking is a powerful tool to understand what a prospect does after interacting with your ad, it is also one of the most common causes of sudden drops in performance on Google Ads. Some potential issues that can impact the accuracy of your tracking include:

Improper Tracking Tag Implementation: Verify that the code used to track conversions is installed on your website and communicating with Google properly. Tracking codes should be correctly placed on relevant pages (Get Started Now, Book an Appointment, etc.) and tested regularly to ensure functionality.Delayed Conversions: Some conversions may occur after a delay from the initial ad click. For example, a potential client may research multiple financial advisors before making a decision. Extend your conversion tracking window to account for these delayed conversions and attribute them to the correct campaigns.Third-Party Tracking Issues: If you’re using third-party tools for conversion tracking, ensure they are properly integrated with your Google Ads account. Verify that the data captured by these tools aligns with the conversions reported in Google Ads.2. Quality Score

Quality Score is an important metric within Google Ads that directly affects the performance and cost-efficiency of your campaigns. It is a rating given by Google to determine the relevance and quality of your ads, keywords, and landing pages. Google Ads operate on an auction system whereby advertisers compete for the top ad position based on how much they bid and their Quality Scores. If your Quality Score decreases, the position of your ad can be directly affected, appearing lower on the search results page and reducing your visibility. Understanding and improving your Quality Score can significantly impact the effectiveness of your Google Ads campaigns. 

3. Negative Keywords

If your business name includes common words that have nothing to do with your services, your Google Ads performance could be affected. For instance, if a firm’s name is Grand Canyon Financial Planning, it’s unlikely their Google Ad would appear in the top spot for consumers searching “Grand Canyon.” Or the ad might appear but produce no conversions because consumers are looking for tours of the Grand Canyon and not a financial planner.

Make sure you include negative keywords in the setup of your ad to prevent it from appearing in irrelevant search queries. If you did not include negative keywords, the overall relevance, efficiency, and performance of your campaign can be greatly affected.

4. Keyword Search Volume

Keyword search volume refers to the number of times a particular keyword or phrase is searched on Google. If all the above factors have remained constant and your ad performance has still decreased, it could be a result of a change in keyword search volume. 

Like everything else on the internet, keyword search volume can be affected by trends and seasonality. For instance, an uptick in searches related to tax planning in the beginning of the year could see your ads performing very well, until the April 15th tax deadline, when the frenzy for tax advice decreases substantially. Or if your ads address topics like market volatility and recession fears, they could be timely one day and outdated the next. Keep an eye on your keyword search volume and adjust your ads as needed to remain competitive all year long. 

5. Landing Page Experience

Landing page experience goes hand in hand with Quality Score. An ad can do its job perfectly—resonate with a prospective client and attract them to your website. But if the landing page is not optimized to continue that positive experience, your overall ad performance can decline significantly. Consider the following questions to better understand your landing page experience and whether it could be the culprit behind your drop in Google Ads performance:

Does it load quickly?Is it easy to navigate?Is it mobile-responsive?Are the next steps clear, and do they make sense for your target audience?Does the call to action in your ad match the call to action on the landing page?

Tips for Improving Google Ads Performance

You may be experiencing less than stellar performance right now, but the good news is that with the right strategy, you can turn that trend around. Here are some tips to get started.

Revisit Your Goals & Adjust Your Bids

What do you want to accomplish with your Google Ads? Are you looking to increase the number of qualified leads actually booking appointments? Or are you focusing on brand awareness? Depending on the answers to these questions, you may find that you’re willing to spend more or less on your ad campaigns. You may also find that some campaigns can be put on pause, or that others may need to be reworked entirely with your goals in mind. 

If you’ve identified seasonal trends in your business and ad performance, adjust your bid strategy accordingly. It doesn’t necessarily make sense to target tax planning and preparation year-round if people are only searching for it from December to April. Revisiting your goals and adjusting your bids are often the first steps in optimizing your overall ad performance. 

Improve Your Ad Quality Score

As mentioned, Google Ads operate on an auction system that looks at both how much you’re willing to bid as well as the Quality Score of your ad to determine if your ad will be shown, how often it will be shown, and in what position it will rank on the search results page. Because of this, improving your Quality Score is one of the best ways to improve campaign performance.

Start by looking at your Search Lost Impression Share to identify how often your ads weren’t shown on the results page due to your rank in the auction. The higher this number, the worse your ads are performing and the more likely you need to revisit your ad quality.

Review your ad copy and be honest: Is it clear, compelling, and relevant? And more importantly, does it match the copy on your landing page? If your ad and landing page are out of sync, your Quality Score will decrease. Similarly, if your ad isn’t relevant to what users are actually searching for, your Quality Score will take a hit. 

Improve Landing Pages

If your Quality Score is lacking, try improving your landing page as a first step. A well-optimized landing page should align seamlessly with the ad that drove the user to it. Ensure that the landing page content, design, and messaging are consistent with the ad copy. This increases relevance and encourages the prospective client to explore your website further.

It’s also important to make sure your call to action is clear, prominent, and aligned with the campaign’s objective, whether it’s scheduling a consultation, downloading a resource, or filling out a contact form.

Landing page best practices include:

Create a clear and compelling headline: Your headline should be attention-grabbing and directly address the prospective client’s pain points or needs.Streamlined design and navigation: Use intuitive navigation to help prospects easily find the information they’re seeking. Avoid distracting elements that may lead visitors away from the intended conversion path.Mobile-responsiveness: A mobile-friendly design ensures that users have a seamless and positive experience, regardless of the device they’re using.Concise and persuasive content: Use bullet points, subheadings, and visuals to enhance readability and highlight key information.Include social proof: Incorporate trust signals, such as client testimonials, reviews, and awards to build credibility and trust.Mobile Responsiveness: With the increasing use of mobile devices, it’s crucial to optimize your landing page for mobile responsiveness. Review Your Targeting

If you’ve been following us for a while, you know that we almost always recommend financial advisors find a niche and stick to it! But when it comes to Google Ads, ultra-specific keywords may do more harm than good. Try broadening your target audience to improve visibility. Keep in mind that there is no one-size-fits-all answer to the “general vs. specific keyword” question, so this tip will require some trial and error to find what works best for your business. 

In general, however, it’s best practice not to include the same keywords in multiple campaigns as it can negatively impact campaign performance. In this situation, you may inadvertently find yourself competing against your own campaigns for an ad ranking. Prevent this by choosing your keywords carefully and avoiding overlap between campaigns.

Make the Most of Your Google Ads

Optimizing your Google Ads can feel like a full-time job, but with the right support it doesn’t have to be. At Indigo Marketing Agency, we offer full-service digital marketing, including Google Ads. Tired of wasting your marketing budget on ads that go nowhere? Ready to get your time back and focus on the A+ clients you love working with? Schedule a free strategy call to learn more about our data-driven approach and how we can help you maximize your online presence.

The post Diagnosing Google Ads Performance: 5 Common Mistakes & How to Solve Them appeared first on Indigo Marketing Agency.

AI Headshots Tutorial

When was the last time you updated your headshot? Or worse, maybe you don’t even have a headshot on your LinkedIn profile. You know how important a first impression is, so your headshots must be top-notch—no more outdated or low-quality pics! If you don’t want to spend the time or money for professional headshots, you might want to consider AI headshots. Today I want to go through my experience using two AI headshot platforms: Try It On and StudioShot. Watch my quick video to learn more and see my results!

I hope you found this tutorial really helpful, and if you need additional help optimizing your social media pages or your website or overall strategy, please schedule a free call today with our team.

Our strategists would love to talk to you about what’s worked in the past, what isn’t working now, and provide custom recommendations on how you can level up your marketing game.

Video Transcript

0:00 Hey, financial advisors, let’s talk headshots. When was the last time you updated your headshot? Or worse, you don’t even have a headshot on your LinkedIn profile.

0:10 I know that mine is several years old. But I have a two-year-old home, so I would rather not go to professional studio to get a new headshot taken.

0:18 So I’ve been lured in by TikTok to try out AI headshots, and I want to walk you through my experience, because I think they could benefit you as well.

0:28 So I created a little presentation to be able to review the results with you all. Today I’m going to review two AI headshot websites, Try It On and StudioShot.

0:38 First, I want to go through some do’s and don’ts to get the best results. You do want to make sure that you have 10 to 20 recent, chest-up close-ups, and if you don’t, and you’re like me, maybe just head to the backyard and take a couple in a few different outfits.

0:53 Because they want to make sure they show different backgrounds close, you want it to be just of your face, good quality, and slightly different facial expressions.

1:02 You do not want to repeat backgrounds or outfits, dark, filtered, blurry, or pixelated photos that have your sunglasses on, hats, you’re far away, all of those different things.

1:16 I found that I surprisingly did not have as many selfies as I thought I would that would fit the bill.

1:23 So I did go into my backyard and around the house and kind of took a couple extra. So the process of Try It On is quite simple.

1:30 You select the preferred Photoshop, upload your selfies, and then customize your preferences. You can choose options like “business outdoors” or “business studio” to align with your desired look.

1:42 However, not all the results were flattering. Here are my worst headshots. Some of them don’t even look like me, and it’s a bit scary, to be honest.

1:52 I found myself saying several times, who’s teeth are those? On the other hand, here’s my best headshots. I was pleasantly surprised by these.

2:01 They actually turned out pretty well, and I could see myself using them. A few more glamorous options were available, and they did look like me, but I wouldn’t be able to use them for a professional headshot. My overall experience with Try It On was good.

2:17 For just $17, you get 100 AI images. Once you’ve submitted your photos and selected your preferred portrait styles, it’s important to follow the guidelines closely to ensure that AI produces the best results.

2:29 It’s also worth noting that Try It On does not offer refunds, so attention to detail is crucial. But within 24-72 hours, you receive a success email with a collection of 100 images, allowing you to choose a few great ones.

2:42 Now let’s explore the process of using StudioShot. It’s quite similar to Try It On. You start by selecting your selfies and then you choose your desired style.

2:51 They offer options like “executive,” “actor,” “LinkedIn,” “charcoal gray,” and so much more. Unfortunately, my worst Try It On shots are from StudioShot, and they were absolutely terrifying.

3:06 They definitely didn’t meet my expectations, scoring a solid zero out of 10, which was surprising because it’s been listed as the more professional option on several different reviews I’ve seen.

3:17 Even the best Try It On shots from StudioShot weren’t that great. Once again, these don’t really look like me, and I wouldn’t personally use them.

3:26 But for the price of $29.25, you get infinite touchups for one person. And, trust me, if you choose this option, you’re going to need all the touchups you can get.

3:36 Overall, I wasn’t impressed with the results, but they did manage to make me laugh quite a bit. For comparison, here’s my professional headshot.

3:44 The one on the left was taken in a studio, and the one on the right was at a conference. Professional conferences can be a fantastic resource for financial advisors and their team, as you often get access to high-quality photography services, so be sure to take advantage of the opportunity that presents itself.

3:59 I also do want to mention that I was not paid to do either of these reviews or promoted in any way.

4:07 I merely started seeing them a lot on TikTok, and they started popping up on a lot of other periodicals, and was honestly just wanting to try it out myself.

4:17 I wanted to see how it worked, and I thought advisors could also benefit for this review to see if it would be a good option for them, with their team to try out, depending on their needs.

4:26 I hope that you found this tutorial really helpful, and if you need additional help optimizing your social media pages or your website or overall strategy, please reach out to our team.

4:36 Our strategists would love to talk to you about what’s worked in the past, what isn’t working now, and provide custom recommendations on how you can level up your marketing game.

4:45 Reach out today, we would love to hear from you.

The post AI Headshots Tutorial appeared first on Indigo Marketing Agency.

LinkedIn Creator Mode: 5 Ways Financial Advisors Can Level Up Their Marketing

Have you ever scrolled through Michael Kitces’ profile on LinkedIn and wondered how he amassed over 67,000 followers in addition to his 500+ connections? As an industry thought leader and a top financial influencer, Michael Kitces is the perfect example of how to leverage LinkedIn to build your brand. 

Many financial advisors mistakenly believe that “followers” are reserved for bona fide social media platforms like Facebook, Instagram, and Twitter, but as the world’s largest professional networking site, LinkedIn has a lot to offer financial advisors who want to level up their social media presence. If you haven’t heard of LinkedIn Creator Mode, you could be missing out on a chance to grow your influence and connect with more prospects. Use this guide to learn more about Creator Mode and how it can be used to help you stand out from the crowd.

What Is LinkedIn Creator Mode?

LinkedIn Creator Mode is a free profile setting available to all LinkedIn users. It provides access to additional tools, analytics, and features to help you grow your audience. Some of the key features include:

Follow Button: Instead of the option to connect, users will be able to follow you. Both your follower count and your connections count will be displayed on your profile. Automatic Following: If users choose to send you a connection request, they will automatically follow you even if you don’t accept their connection. “Talks About” Hashtags: You can use hashtags in your profile introduction to help others quickly identify what your content is about.Suggested Creator to Follow: Once in Creator Mode, you become eligible to be listed as a Suggested Creator to Follow by LinkedIn. This can help boost your visibility and drive growth.Creator Features: LinkedIn Live, Newsletter, Post Analytics and Audience AnalyticsTransform Your Presence

At first glance, LinkedIn Creator Mode may not seem all that different from the way you already use the platform. But with Creator Mode, you can transform your profile into a dynamic content hub by highlighting your knowledge and experience, sharing thought leadership articles, and leveraging various interactive features to engage with your audience. Let’s take a look at how you can use the Creator Mode features to expand your reach and attract more clients.

1. Build an Engaging Personal Brand

With features like adding hashtags and links to your profile introduction, Creator Mode allows financial advisors to quickly and easily build a compelling personal brand and drive traffic to their websites. Potential followers can find you effortlessly by searching for Talks About hashtags that resonate with their interests and needs. (Tip: Make sure your hashtags and profile headline are working with each other to tell the same story about your brand!)

On the content side, you can leverage Content Performance and Post Analytics to keep track of which topics and posts resonate the most with your audience. You can use this information to tailor your personal brand around the topics that receive the most positive engagement from followers, allowing you to build credibility and trust with potential clients.

2. Establish Thought Leadership

Creator Mode also allows you to position yourself as an industry authority by regularly sharing valuable insights and expertise. Creator Mode optimizes your LinkedIn profile for promoting thought leadership by moving the Featured and Activity sections of your profile to the top. In this way, you can highlight your original content and drive new connections and followers to learn more about your expertise. 

Not only that, but Creator Mode also removes your likes, comments, and other activities from the Activity section so your profile is not bogged down with minutiae. Instead, it is carefully curated to showcase your thought leadership and attract a loyal following.

3. Foster Meaningful Connections

LinkedIn offers an unparalleled opportunity for financial advisors to engage with other professionals, clients, and industry influencers by actively participating in discussions, responding to comments, and joining relevant groups. Building genuine connections allows you to expand your network and increase your visibility within the financial community and potential clients.

LinkedIn Creator Mode takes this one step further by enabling financial advisors to connect with their target audience on a deeper level. Using Audience Analytics, financial advisors can monitor who is engaging with their content and hone in on a specific target audience. Detailed demographic information, including job titles, locations, industries, companies, and seniority, is readily available for the users interacting with your posts. You can quickly determine when your audience shifts from the ideal niche you have developed and adjust your marketing as necessary. You can also use the demographic information to connect with new target audiences and expand your network.

4. Utilize Video Content

Video is an incredibly effective marketing tool, and LinkedIn Creator Mode makes it easier than ever to create and share engaging videos. You no longer have to upload a YouTube video or share a link to another platform. With the LinkedIn Live option available in Creator Mode, you can live-stream events, webinars, and Q&A sessions. Leverage this feature to deliver personalized messages, share success stories, provide financial planning tips and tricks, and engage with your audience on a deeper level. You can also add a video introduction to your profile as a way to show your personality, humanize your brand, establish trust, and enhance client engagement.

5. Optimize Your Discoverability

Last but certainly not least, LinkedIn Creator Mode allows financial advisors to optimize their discoverability by becoming a Suggested Creator to Follow. Let LinkedIn do the work for you by putting your name and profile in front of more users. Eligibility for Suggested Creator to Follow occurs automatically when you enable Creator Mode on your profile. Not only will this boost your visibility in search results, but it can also significantly enhance your marketing reach and attract more high- quality leads.  

How to Access Creator Mode

If you’re not already using Creator Mode, don’t worry! It’s a simple (and free!) setting that gives you automatic access to additional resources to grow your network and connect with more prospects.

Here are the steps to turn on Creator Mode:

Login to LinkedIn.Click the “Me” icon at the top of the page.Click “View Profile.”Go to the Resources section and click on Creator Mode.Click “Next” on the Creator Mode pop-up window.Add topics to indicate which topics you post about the most. These will appear as hashtags in your introduction.Click “Done.”Toggle Creator Mode “On.”Ready to Take Your Marketing to the Next Level?

If you’re ready to transform your marketing and start utilizing tools like LinkedIn Creator Mode, Indigo Marketing Agency is here to help. Whether you’re looking for content creation, email marketing, or automated social posting, we’ve got you covered. Take the next step by scheduling a free consultation today!

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5 Blog Post Topics Every Financial Advisor Should Have on Their Site (Video)

By now, most financial advisors know the importance of maintaining a blog or a resource page on their website to provide value for both clients and prospects. But what should your blog page actually say? It’s often not enough to fill the space with technical commentary or the day-to-day market news. Rather, advisors should be writing about topics that interest their clients, answer a particular question, or address a certain pain point their clients and prospects experience.

After writing thousands of blogs for advisors, and tracking the metrics meticulously, we’ve found 5 top performing blog posts that drive audience engagement and keep clients clicking for more.

1. Biggest Financial Mistakes [Target Audience / Niche] Makes

Everyone wants to know they’re on track financially, so articles like this one almost always land on our top-performing lists. This blog post delves into the most common financial mistakes made by a specific target audience and provides practical advice and strategies about how to avoid these pitfalls. 

As a niche-specific article, it adds to your credibility as an advisor who understands and can address the most common pain points for your particular audience. Financial advisors can leverage this article as a powerful tool to establish trust, showcase their experience, and attract more A+ clients seeking professional guidance.

2. Current Events-Related Blog Posts

In the last three years, we have experienced unprecedented global economic events that have caused fear, anxiety, and sometimes distrust within the financial sector (think: the recent failure of 3 banks in the U.S.). It’s important for financial advisors to demonstrate that they’re there for clients during more than just a bull market. 

Since current events can significantly impact the economy, markets, and overall financial climate, posting about these topics demonstrates that you’re up to date with the latest developments and can provide timely and relevant advice to clients. It also opens a line of communication for clients to bring up any concerns or questions they might have about the implications on their personal finances. 

Let clients know you’ll be there as a trusted source of information and guidance, even during times of uncertainty, with proactive blog posts that break down complex economic events into easy-to-understand concepts. 

Below are a few examples of blog posts related to current events that have performed well for the financial advisors we work with:

SVB & Signature Bank Collapsed: Why Banks Fail & How to Protect Your SavingsWhat Should You Do About the Russia-Ukraine Crisis and Market Volatility?Breaking Down the CARES ActThe Coronavirus and the Stock Market: What Might We Expect?3. The Top Tax Issues for [Target Audience / Niche]

Taxes are a complex and ever-changing aspect of personal finance, and many people seek guidance on how to reduce their tax liability. Providing informative content on tax-related topics can be a great way to increase your value as an advisor. 

These posts can cover general topics such as year-end tax planning, understanding tax implications of various investment options, and general information about tax deductions and credits. If you have a niche, consider writing about tax issues specific to that audience. Check out the examples below:

The Top 4 Tax Issues for Executive Employees5 Tax Planning Actions Federal Employees Should Take Before the End of the Year
4. How I Manage My Own Money

The financial services industry is all about trust, and what better way to earn trust than to be open and transparent about your own financial journey? The “How I Manage My Own Money” blog post is one of our top performers because it provides insight into your personal financial management process and resonates with clients on a deeper level. Specifically, it helps to demonstrate that you can manage your own money well, which gives clients more confidence about your ability to manage their money. 

Use this blog to discuss your personal strategies, financial planning principles, and investment philosophies, and don’t be afraid to share any challenges or lessons learned along the way. By sharing personal experiences, advisors can humanize their profession and create a relatable connection with their audience. 

5. Why I Became a Financial Advisor

This last topic is tried and true. It’s the very first topic we write about for all our new financial advisor clients because it’s almost guaranteed to be your top-performing blog post.

What is the “why” behind your firm? What inspired you to get into this industry and what keeps you motivated to keep going? Similar to “How I Manage My Own Money,” this blog post provides an opportunity to share your personal journey, including the experiences, values, or pivotal moments that inspired your career choice. This personal touch helps clients see you as more than just a professional, but as a trusted partner on their own financial journey.

Do You Need Help With Your Blog?

You may have the best of intentions for your blog, but time, ongoing client service, and everyday life get in the way. At Indigo Marketing Agency, we can take the burden of content production and marketing strategy off your plate. If you’re ready to attract and retain more A+ clients through custom marketing solutions, schedule your free consultation today.

The post 5 Blog Post Topics Every Financial Advisor Should Have on Their Site (Video) appeared first on Indigo Marketing Agency.

10 Tricks to Rank Higher in Google Searches (Video)

Are you a financial advisor struggling to get your blog posts seen by potential clients? Do you want to know the top tricks to boost your visibility in Google searches and attract new business? We all know how crowded Google can be, and sometimes it feels impossible to stand out from the thousands of other advisors who are also creating content. 

In this video, you’ll learn about the insider secrets (and real-life examples) that successful financial advisors use to get their blog posts noticed in the crowded online marketplace. Don’t miss out on this valuable information that could take your business to the next level!

The post 10 Tricks to Rank Higher in Google Searches (Video) appeared first on Indigo Marketing Agency.

Grow Big or Go Home: The Power of Growth Marketing

Keeping financial advisors up to date on the latest marketing trends is one of our favorite things to do at Indigo Marketing Agency. In this article, we’ll explore the concept of growth marketing. With its experimental and data-driven design, growth marketing has gained significant popularity in recent years. If you’re ready to grow big or go home, read on to learn more about the power of growth marketing and 6 ways financial advisors can use it to  scale their businesses.

What Is Growth Marketing?

Originally used by Sean Ellis in 2010 to describe the experimental growth approach of startup companies, growth marketing is a data-driven strategy that focuses on achieving sustainable, scalable, and measurable growth for businesses. Unlike traditional marketing, which often relies on fixed strategies and sales funnels, growth marketing is highly adaptable and aims to discover the most effective methods to drive customer acquisition, retention, and revenue growth.

Growth marketing utilizes a range of techniques, including data analysis, A/B testing, conversion rate optimization, and viral loops to identify and take advantage of opportunities for business growth. By closely monitoring key performance indicators (KPIs) and conducting experiments, financial advisors can uncover insights about what works and what doesn’t, and tailor their marketing strategies accordingly.

Principles of Growth Marketing

Growth marketing differs from other marketing strategies because it focuses on the entire client life cycle, rather than what it takes to convert a prospect to a client. Many marketing funnels focus on the awareness, interest, research, and purchasing stages of the client journey and neglect what comes after the client has signed on. With growth marketing, however, you focus on both getting new business and providing an excellent client experience that increases brand loyalty and creates strong referral sources. 

By growing your business and investing in quality service, the hope is that your satisfied clients will turn into a consistent referral source. A growth marketing funnel focuses on the entire client life cycle, including awareness, acquisition, activation, revenue, retention, and referral stages. 

Aside from focusing on the entire client journey, some of the key principles of growth marketing include:

Data-Driven Decision-Making

Data analysis and experimentation are hallmark characteristics of growth marketing. Financial advisors can utilize tools such as Google Analytics, CRM software, and marketing automation platforms to track and measure their marketing efforts, enabling them to make informed decisions based on real-time insights.

Continuous Experimentation

Growth marketing also focuses on consistent testing and optimization of marketing strategies. Experiment with different messaging, target audiences, and channels to identify what resonates best with your ideal clients. 

A/B testing is a great technique for testing various marketing strategies. To utilize this method, create two different versions of a marketing element (email, social post, event advertisement) to determine which one performs better. Divide your target audience into two groups and send each group a different version of the marketing element you are testing. Next, track the performance levels (click-through rates, engagement levels, conversion rates) of each group to understand which variables were most effective in reaching your target audience.

Email marketing software like Mailchimp and Constant Contact have built-in testing features like A/B testing. 

Client-Centric Approach

As mentioned, growth marketing emphasizes understanding the needs, preferences, and pain points of the target audience. Customer surveys and interviews can be used to gain deeper insights into their clients’ motivations and tailor your marketing efforts accordingly. 

You can even use behavior-based automated marketing workflows that are triggered after a certain amount of time has lapsed or a certain level of engagement has been reached. By focusing on why your prospects and clients are engaging (or disengaging), you can hone your marketing strategies in real time and create repeatable processes that resonate with your ideal audience.

Flexible Marketing 

Don’t forget about flexibility and adaptability. Integrate the information you’ve gathered about your clients, your marketing, and your services into a cohesive marketing strategy that adapts as information changes. Financial advisors can leverage this principle by staying informed about the latest marketing trends and technologies, and quickly pivoting their strategies to align with changing client expectations and market dynamics (following the Indigo blog is a great way to get started!).

Utilizing Growth Marketing As a Financial Advisor

Getting started with growth marketing is easier than you think. Here are six steps financial advisors can take today:

Define Your Target Audience: Clearly define your ideal client profile, understanding their demographic, psychographic, and behavioral characteristics. This enables you to tailor your marketing efforts to resonate with your target audience.Analyze and Optimize Channels: Identify the marketing channels that are most effective in reaching your target audience. Use data analytics to measure the performance of each channel and invest resources into the ones that yield the highest return on investment (ROI).Develop Compelling Content: Create high-quality, educational content that addresses the pain points and challenges of your target audience. This can be in the form of blog posts, videos, podcasts, webinars, or courses. Optimize your content for search engines to increase visibility and attract organic traffic.Personalize Client Experiences: Leverage marketing automation tools to deliver personalized experiences to your clients. Implement strategies such as email nurturing campaigns, personalized recommendations, and customized landing pages to enhance client engagement and conversion rates.Monitor and Optimize: Continuously track and analyze the performance of your marketing campaigns. Implement A/B testing to refine messaging, design, and calls to action for optimal results. Use marketing analytics to identify patterns and opportunities for improvement.Leverage Referral Programs: Encourage your A+ clients to refer their friends and family to your services. Implement referral programs that provide incentives for successful referrals, fostering a network effect that can drive exponential growth.Let Indigo Guide Your Growth Marketing Strategy

Take the next step toward unlocking your growth potential as a financial advisor by partnering with Indigo Marketing Agency. We understand the nuances of the financial services industry and our custom-content marketing solution can propel your business forward. Schedule your free consultation today to explore how our expertise can accelerate your success.

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Finding Ideal Clients With Webinars and Courses

As a financial advisor, finding ideal clients can be a challenging task. However, with the increasing popularity of webinars and courses, it has become easier to connect with potential clients and build credibility. In a recent panel discussion at the Jolt Conference, experts shared insights on how financial advisors can use webinars and courses to attract clients.

Authenticity

Authenticity is key when it comes to webinars and courses. It is important to reveal who you are and build credibility with your audience. According to Samantha Russell, a successful way to do this is by giving away something for free—the “nugget.” This should be something that potential clients would have paid for otherwise. By trading their name and email for this free nugget, they have already paid you in a way. Although many advisors prefer in-person events to virtual,  webinars are one of the best lead generation strategies.

To build an audience, Dasarte Yarnway suggests reaching out to potential clients via LinkedIn messages for white papers and webinars. It’s important to know who you are trying to talk to and where they are hanging out. Entrepreneurs are his focus, and he recommends becoming a subject matter expert early and often.

Timeliness

Isaac Presley advises finding timely topics that potential clients are most interested in. Corporate events are also a great opportunity to showcase your knowledge and experience. Additionally, he recommends using polls to engage the audience, learn about their needs, and warm things up at the beginning. Including a survey poll at the end can also provide valuable feedback.

When it comes to the frequency of webinars, Samantha suggests being very timely to maximize efficacy. Don’t plan the calendar too far in advance. For example, she connected with the chamber of commerce to see what they needed to talk about and found that PPP loans were just released and had to be explained to local business owners. This led to a successful event. Desarte recommends evergreen content at least twice a year, while Isaac suggests having a checklist to ensure everything is ready to go.

Practical Tips

Did you know that Wednesdays and Thursdays around lunchtime are the best times to host your webinar? Be sure to invite people three times to get them to respond; and if they can’t come, let them know you will send them the recording.

Zoom has good reporting, according to Samantha, and allows you to see how attentive attendees were. If they ask a question, you can use it as a segue to set up a conversation later. Drop-off typically happens around the 40-minute mark, so the people who stay until the end are often the best leads. It’s also worth noting that if you ask for a phone number in the registration process, you will get fewer registrants.

From a technical perspective, Samantha recommends having two people in case someone’s Wi-Fi goes out; this also makes the webinar less monotone! It’s essential to engage with the audience and not read from a script.

Are You Ready for Your Next Webinar?

To sum it up, webinars and courses are an effective way for financial advisors to find ideal clients. By revealing who you are, building credibility, and giving away free nuggets, you can attract potential clients. It’s important to know who your audience is and where they hang out, as well as to have timely and engaging content. Using polls and checklists can also make your webinars more successful. 

If you’re looking for help with your webinar and marketing strategy, we at Indigo Marketing Agency would love to step in. We offer top-notch webinar services that keep your marketing relevant by embracing technology to increase engagement and reach more prospective clients. If you’d like more information or tips on your webinars, reach out to our marketing strategists today by scheduling a call here. 

Here’s to making your next webinar a success!

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The Art of Storytelling & Story Listening

At the recent Jolt Conference, Director of Marketing Elizabeth Reider met one of our influencers, Dr. Preston Cherry, who shared the art of storytelling for financial advisors. Dr. Cherry discussed some great practices we think advisors can implement today when sitting down to meet with a current or prospective client.

Active Listening

When you’re meeting with a client or prospect, it’s their turn to share; you want to connect with who they are and where they are. To that end, become a better listener; make eye contact, paraphrase what you’re hearing them communicate, and have a posture of engagement (don’t cross your arms, lean away, or avoid eye contact). 

Remember that you don’t always have to fill the void with more stories and chatter; instead, give your client or prospect a moment to respond. Dr. Cherry said, if it makes you uncomfortable to sit silently, think about what’s going on around you. Is the air conditioning going? Is someone blowing leaves outside?

Above all, be intentional with how you respond. Actually listen to what your prospect or client is saying to be able to engage in the conversation. Make sure you have a couple of key stories in your back pocket so you can connect organically, such as a personal story about growing up or about a recent trip. Those can really help you be in the moment and connect based on what they’re sharing, so you can give something in return on the same level. The goal is to create a type of conversation flow that feels natural and not forced.

What NOT to Do

It’s important not to bring your own biases to meetings. Be open to seeing things from different perspectives and remaining neutral to get your client or prospect where they want to go.

During those introductory meetings, don’t drill them with questions; no one wants to be questioned to death. They want a conversation with you, not a clipboard; they want somebody who’s going to listen. Otherwise, they would just go to a robo-advisor online.

The Vulnerability of Self-Disclosure

I’ve heard many financial advisors share that they often feel as though they are playing the role of a therapist in their clients’ lives, as they’re walking them through some deeply emotional and sometimes traumatic experiences (selling a business, divorce, death of a spouse, etc.). In order to deepen interpersonal connection and facilitate trust, it helps to be transparent with clients, so they know you are and where you stand. When you open up about your personal experiences in an effort to normalize their experience, it can reinforce the principles you’re sharing with them.

However, it’s important to keep your disclosures brief, always maintaining a clear therapeutic purpose. You never want them to feel the need to care for you in the process (in the therapeutic world, this is known as counter-transference, where the therapist overidentifies or projects their own unresolved issues onto the clients). This can confuse the process and contaminate the work you’re doing with the client.

When you help your client identify their personal values, attitudes, and goals, you can help them determine their “why.” And when they discover their why, you can help design and build their plan to align.

We’re Here to Listen to Your Story

If you’re interested in hearing more tips, Dr. Cherry Preston has a podcast that I know you would find valuable. And if you have any questions about how you can connect more with your ideal audience, please schedule a free strategy session with one of our marketing specialists. We would love to share how we can help.

Let’s get started leveling up your marketing today!

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Download Your Free 2023 Marketing Calendar

Want to boost your business through marketing? Consistency is key! Make sure your audience knows what you do and how you can help. The key to success is delivering valuable content on a regular basis and ensuring maximum exposure. To achieve this, use multiple channels such as your website, email, and social media. 

Creating an effective marketing strategy starts with a calendar. Plan a schedule for each content piece you want to create and deploy and stay organized. Here are ten winning content strategies to consider adding to your marketing calendar.

1. Make it Personal

Your network wants to understand why you do what you do. Tell your story and showcase personal photos, milestones, or events. I recommend starting your personal posts with “Why I Became a Financial Advisor.” Here’s a great example.

2. Promote Your Events

Begin inviting folks to register for your events at least two months in advance. If you have more than a few events, send an event calendar at the beginning of the year. Be sure to send photos and thank you messages after client events.

3. Offer Valuable Resources

If your target demographic is concerned about Social Security, create a comprehensive Social Security guide that will help them decide when and how to start claiming benefits. Aim to give away 90% of what you know for free and be available for follow up questions. Here’s an example focused on pre-retirees.

4. Share Demographic or Employer-Focused Content

If you work with a specific industry or employer, create content that is uniquely valuable to your niche. One example is “Your 2023 Nike Benefits Guide,” which can be readily shared between coworkers. For a specific industry, brainstorm the biggest challenges your prospects are facing and create helpful resources like “How Dentists Can Catch Up for Retirement in a Hurry.”

5. Leverage Case Studies

Case studies highlight the types of clients you’ve helped, the challenges they faced, and the solutions you created. They help prospects understand the type of client that you serve and how you interact with them. Case studies are powerful because they serve the same social proof as a testimonial, without violating the FINRA testimonial rule because we don’t mention specific investments or products. Check out this Case Study report.

6. Use Promotional Campaigns

Be sure to include a few promotional campaigns with a sense of urgency. Try “Make an appointment now to schedule your 2023 financial review.” Make it easy for prospects to take the next step by scheduling a call online or asking questions by email. Here’s one advisor using an online appointment scheduler.

7. Try Videos

Creating videos is an easy way to get twice as many views as a text blog post. Videos don’t need to be fancy or expensive; just prioritize a well-lit room and clear audio. Here’s a great video explaining one advisor’s services and fees, “What Are You Receiving for the Fees You Pay?” and another one discussing the “Top 5 Biggest Financial Mistakes Corporate Executives Make.”

8. Proactively Communicate About Timely Topics

Brexit? The election? Be sure to save a space in your calendar for timely topics, including market volatility. It’s critical to proactively communicate in good times and bad, so have a post ready for when the market goes down in 2023 to reassure clients and urge prospects to make a move.

9. Do a Client Survey

Each year, run a client satisfaction survey to make sure you spot any service issues and to ask for referrals. The process helps clients feel more valued and involved. The feedback helps you understand why clients choose to work with you instead of another advisor, which helps your marketing efforts in the future.

10. Celebrate With Holiday or Charitable Posts

Save a space in your calendar to share what you’re most passionate about. Clients are dying to know what you do outside the office. Have you completed a cycling race? Donated your time towards your favorite philanthropy? Accompanied your kids to their sports championship? The holidays are the perfect time to thank your clients for a great year and share stories and photos of your family. Here’s a sweet example from the Thanksgiving holiday.

Download Your Free 2023 Marketing Calendar

Viewing the year in its entirety can help you remember what you most want clients and prospects to be thinking about. Subscribe below for your the marketing calendar template at no cost, but if you’d like a custom or niche-specific calendar, take advantage of our Total Marketing Package to get started on your own 2023 marketing calendar today!

First Name Last Name Email Address Get Your Free Marketing Calendar

January: Finding Purpose, Health & Identity in Retirement

February: Your 2023 Social Security Guide (Free Download)

March: Why I Became a Financial Advisor

April: Do You Know Someone Who Could Use Our Help?

May: The Top Financial Mistakes I See Small Business Owners Make

June: How to Build Equity Compensation Into Your Financial Plan

July: How to Align Your Personal Values With Your Financial Goals

August: What Should You Do About Recent Market Volatility?

September: Tax-Efficient Strategies for Giving to Charity

October: What You Need to Know About Your Medicare Plan

November: 10 Financial Actions to Take Before 2024

December: Take Our 2023 Client Satisfaction Survey

Take Marketing Off Your Plate

Do you like the idea of having a marketing calendar but don’t have the time to focus on it? Well, we’ve got you covered! Our Total Marketing Package is the perfect solution for busy advisors who want to delegate the task to an experienced professional. With our custom content, we’ll help define and market your business to your desired audience, making it easy for potential clients to find you when they need you. You’ll have a cohesive marketing plan that ensures you stay top-of-mind with your referral sources. Get started by reaching out today to secure our competitive pricing and take marketing off your plate!

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Engaging With a Digital Audience

How do you prefer to engage and connect with an audience? Recently at the Jolt Conference, Ramon Ray had a phenomenal and super energetic session where he talked about how to engage and connect in a digital world.

So many times we’re on a social platform, and because we are so focused on ourselves and what we want to post, we’re not engaging. Remember, social media was designed to be a social platform. Instead, it’s really sometimes like a soapbox, isn’t it? You see advisors and other people post article after article or what their viewpoints are, and they’re never taking the time to actually engage with their audience.

Some good ideas to engage include having polls or just reading someone else’s post and saying, “I agree (or disagree) with what you had to say…” or “That really changed my mindset about XYZ…,” or “Thank you so much for sharing your story. I have a similar experience or story that I want to share with you.”

I really want to encourage you, when you’re on social media, take the time to actually go through your feed and not just immediately hit that “post” button. Ramon shared this amazing quote by Maya Angelou: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Can you take a moment today and go through your feed and actually respond to or engage with somebody? Maybe you’ll decide you really want to tailor your content to people who lift you up. Or you want to have further conversations and actually build a true connection and relationship with your audience. You never know how a simple gesture will have a ripple effect in your life or in your business.

If you’d like more tips on how to engage with your audience, or if your marketing strategy needs a boost (or a complete overhaul!), reach out to schedule a free strategy session with one our marketing experts today!

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