Claire Akin's Blog, page 9
May 8, 2024
When Networking’s Not Enough: How Financial Advisors Are Building Robust Lead-Gen Pipelines With the Total Marketing Package Growth Tier
The Total Marketing Package Growth Tier (TMP Growth) is a comprehensive marketing machine for financial advisors hungry to welcome more of their target clients. If your marketing has dwindled or been deprioritized over the last few months or years, this is the fresh restart you may have been looking for.
The TMP Growth entails the construction, launch, and long-term optimization of a lead-focused marketing campaign. We leverage lead funnels to attract and qualify audiences that are exclusively the kind you want to talk to, usually characterized by the city they live in, their demographics/personal traits, and financial needs. Based on who our advisors want to work with, this could be retirees and/or pre-retirees, but more specifically can be employees of a certain sector or people within a specific community, like international investors or those with a particularly high net worth.
Who Is the Total Marketing Package Growth Tier For?The TMP Growth is for financial advisors who:
Want to position themselves as offering more than generic, vanilla financial guidance.Aim to cement themselves as thought leaders in their industry, easily found online, and capable of providing unique value propositions to solve clients’ problems.Prefer a helpful, knowledgeable approach to marketing over the high-pressure “used car salesman” tactics.Believe in the importance of building trust with clients over time, understanding that trust is rarely established on the first interaction.Don’t have the time or inclination to dedicate 10-20 hours a week to learning, launching, and refining their own marketing campaigns.Prefer to work with a professional team exclusively focused on the finance vertical.Why Does the Total Marketing Package Growth Tier Work?
Content Marketing: The core of the TMP Growth’s success lies in content marketing. This is a means of lead generation that relies on educating audiences on the front end and persuading them on the back end. By providing true value about financial planning, pertinent news and strategies, we can systematically build trust with your target demographics—but the real fulcrum of TMP Growth relies on building a captive audience with a lead funnel.
Lead Funnels: Lead funnels work by trading value for value. We invite web visitors to opt-in for a free download (like a tool, calculator, guide, or checklist) in exchange for their email address. This email address is our golden ticket: with it, we carefully provide our audience with even more information and value, carefully walking the line between giving too little information (and getting forgotten) and too much information (which can come off as spammy). For more info on creating an effective lead funnel, here’s a great overview.
Alignment With Google’s Algorithm Changes: Additionally, the TMP Growth works with Google’s new algorithm changes rather than against. As you may have heard, Google changed their website weighting calculations to more heavily favor content that gets read by humans. In the past, Google placed more significance on more technical reference points, like page load times, how the page was designed, and how many keywords and key phrases a writer could compact into the content…but times are changing.
The TMP Growth is focused on the creation of clicky, interesting, authority-building content that not only rises to the top of the search results page on Google, but—most importantly—gets read.
Process for Prospect Conversion: How often are you consistently following up with prospects? Our TMP Growth strategy includes a systematic sequence to take prospects from awareness to conversion, nurturing them through the entire journey.
Basically, the TMP Growth systematically gets the right content in front of the right people and creates a proven pathway for these people to engage, absorb information, and eventually reach out.
What Happens When You Start With the Total Marketing Package Growth Tier?The TMP Growth process includes:
Interested in making this the year when your firm finally invests in a comprehensive marketing approach that works? Click here to set up your free strategy consultation.
Even if you decide to keep your marketing in-house this year, you’ll still walk away with invaluable insights for creating a positive-ROI marketing campaign while avoiding the common and expensive pitfalls of digital marketing.
At Indigo Marketing Agency, we know what audiences who need financial services are looking for, and we’re happy to help.
The post When Networking’s Not Enough: How Financial Advisors Are Building Robust Lead-Gen Pipelines With the Total Marketing Package Growth Tier appeared first on Indigo Marketing Agency.
April 16, 2024
Tips From Top Websites for Financial Advisors
It used to be that if you were a financial advisor, all you needed was a website to have credibility in the marketplace.
But times have changed. It’s not enough just to take up space and prove you exist with a website. Now you need a great (not just good) website. Have you ever found yourself on a website that felt clunky, impersonal, or—even worse—potentially fake? Potential prospects are poking around your site, vetting your credibility, and looking for reasons NOT to hire you.
But there are some proven best practices to follow that never go out of style. After helping more than 300 financial advisors rebrand and rebuild their websites from scratch, here’s what we’ve learned when it comes to making a website that works for you:
Search Engine OptimizationThe first thing to realize when building websites for financial advisors is that it’s not just for humans. In order to get your site ranked and appear on the search results page when prospects are looking for your services, you have to fit the mold of what Google and other search engines are looking for.
This endeavor is called search engine optimization, or SEO for short. Consider the exact phrases your prospects are likely Googling—like “financial advisor in [your city].”
Placing this exact phrasing into your content once every few paragraphs communicates to Google that your site is a fit for those search terms. Google places extra emphasis on the content in the headlines as well, so putting your most desired keywords clearly in your headline can help drive high-quality traffic:
Also note that we included the name key-phrase in the subheading right below the headline, giving it an extra boost of SEO juice.
Not all SEO pertains to the visible content of the site either. On a more technical level in the site’s backend, your meta tags and hidden descriptions of each page are weighted for SEO value too.
Leveraging VideoAs we focus on websites for financial advisors, the core mission is to build trust and credibility. Prospects aren’t hiring a faceless corporation or buying a one-off product. They’re partnering with you.
That’s why you should take every opportunity to stand out in your own unique way to differentiate yourself from your local competition. And one of the most tried-and-true ways to do this is with an intro video on your home page:
A video is like a digital handshake, letting visitors meet you without the commitment or investment of meeting in person. They’ll size you up and make assessments about the way you carry yourself—and that’s a good thing! You’re conveying personality and expertise, and because most financial advisors wouldn’t dare get in front of a camera for a public appearance, it’s a powerful way to simultaneously convey confidence and competence.
Social ProofAnyone can write anything on the internet. That’s why it’s so important to not just explain how awesome you are on your site; you should let other people do it for you. (And since the SEC now allows financial advisors to utilize client testimonials, you can.)
Testimonials and case studies are the most widely accepted way to build social proof. Plus, testimonials can get away with conveying gushingly positive assessments of your services, whereas if you just typed it in yourself, you’d seem overly sensational or smug.
Testimonials and case studies are also a great way to “future pace” your visitors. If you have a testimonial that paints a clear progression of a client’s past situation to their goal, your visitors can imagine themselves on the same journey. This pulls them one step closer to reaching out to you directly for a meeting.
The best way to prove you can actually help someone isn’t by telling them you can—it’s by actually doing it. Educational content on websites for financial advisors like blog posts, newsletters, tutorials, or Q&A videos can give visitors the impression that “Wow, this guy really seems to know what he’s talking about…maybe I’ll grab a spot in his calendar.”
The biggest mistake many financial advisors make with their blogs is that they are too cookie-cutter, and therefore too predictable. If your prospect thinks they already know what you’re going to say, they’re not going to bother to read it.
Don’t be afraid to give away real, actionable value in your blogs—even if it stings a little as you feel like you’re giving too much. If your content is not of real value, it’s just literary filler that sits on an abandoned page and never gets read.
Besides your main headline at the very top of the page, your call to action is the most important piece of text when building websites for financial advisors. It’s the punchline of your persuasion: the action you’ve been buttering up people to take since they landed on your page.
A call to action invites people to reach out, sign up, call now, or learn more. Popularly conveyed as a button on the page, a call to action should be exciting, colorfully contrasting, and feel like a natural progression of consuming information.
You shouldn’t limit yourself to just one call to action, though it’s important not to splinter the attention of your readers and overwhelm them.
Notice how this page has calls to action (or CTAs) to Contact Us as well as Learn More, both featured above the fold in the very first visible screen of the home page:
You’re already intimately aware of what you do and how you do it, but how do you communicate these points in a way that measurably compels visitors to reach out?
Put yourself in the shoes of a pre-retiree looking for help. Go beyond the cold features of your service and think of the specific benefits your audience wants.
This can be as simple as breaking down your services into silos so the specific groups of people you want to talk to feel personally addressed:
This is a starting point for curiosity, not the final push toward the call to action. From here, it’s important to flesh out subpages that go deeper into the mindsets, challenges, questions, and dreams of your visitors. You want them to know you have a clear view of the problems you can solve:
Building a comprehensive website that predictably attracts, educates, and persuades random internet strangers can feel like a daunting task.
At Indigo Marketing Agency, we specialize in helping financial advisors from anywhere in the U.S. start from scratch or revamp their existing sites so they can attract more (and better) leads.
Whether you have an idea of exactly how you want the site to look and function, or if you’re looking for a proven approach to web development that has worked consistently in the past, we’re here to help.
Check out our bespoke website-building service here and explore sites we’ve made for our past clients to get ideas.
And to learn even more about the best practices of putting your best foot forward online, here is some further guidance from the Indigo blog.
Whether you’re still doing your initial brainstorming or just looking for areas to improve on your own site, don’t hesitate to reach out to us at Indigo and get a full, complimentary site audit, built to give you point-by-point advice to make your website your #1 tool for welcoming new leads.
Want to speak to a real, live marketing expert about your goals? Contact a team member today!
The post Tips From Top Websites for Financial Advisors appeared first on Indigo Marketing Agency.
April 4, 2024
Key Elements of Successful Financial Advisor Website Design
You know the power of a positive first impression. And prospects’ initial impression of your company is typically based on your website. Particularly for financial advisors, website design quality is of utmost importance—it’s a digital showroom of what your company can offer to the individuals and families who will trust you with their hard-earned wealth.
In addition to highlighting your professionalism and trustworthiness, successful financial advisor website design must also communicate your special knowledge and value offer. It’s a delicate balancing act, but it can be done.
Let’s take a look at the core elements of effective website design.
User ExperienceA significant influence on website design is user experience (UX)—essentially, how visitors engage with your website and how easy it is for them to accomplish their objectives. An effective and thoughtful financial advisor website design optimizes the user experience by increasing engagement and encouraging conversions.
Here are the essential ingredients for enabling a positive user experience:
Intuitive navigation: Make it easy for people to navigate and quickly locate the information they need.Fast loading time: Verify your website loads effectively and quickly by optimizing the pictures and code.Easy contact details: Make it simple for website visitors to get in touch with you via phone, email, or web form.Accessibility: Confirm people with disabilities can access your website.Mobile-friendliness: Optimize your website for desktop computers, smartphones, and tablets.
Take a look at the smartphone displays of recent websites we designed:
Content and ValueThe user experience and conversion rate of your financial advisor website design success is greatly influenced by the value of the content and the style of the website. Here’s a list of essential building blocks.
Targeted content: Adapt your custom content to diverse types of audiences with varying objectives.Clearly stated calls to action: Provide specific instructions for what you would like visitors to do next, such as downloading content or getting in touch with you for a consultation.Engaging and informative content: Routinely show off your thought leadership and provide insightful details about your services, financial philosophies, and market research. Conversion-focused: The best way to attract your ideal customers is by designing a custom website that concentrates on converting leads into clients.Efficient information access: The best way to display large sections of information is with accordion format. Accordion format shows a list of headings layered on top of one another. These headings can expose or hide related material when clicked (or in response to keyboard input or screen-reading software).Here’s some examples of the accordion format we designed for three our clients:
Branding and TrustFinancial advisors’ websites are impacted by branding and trust in a big way, affecting everything from the look and feel of the design to the content and user experience.
Key components of successful website branding and design:
Professional and uniform design: Implement a consistent brand identity, easy navigation, and excellent imagery on all pages.Credibility and proficiency: Clearly and concisely highlight your qualifications, certifications, and experience.Testimonials and customer reviews: To gain the trust of prospective customers, highlight positive comments and success stories.
Take a look at these examples of websites we designed that showcase positive feedback from our clients’ customers:
Compliance and SecurityFinancial advisor website design is heavily influenced by compliance and trust, impacting both the content and user experience as a whole.
Here’s how to gain trust through compliance:
Adhere to regulations: Verify that your website conforms with FINRA, FTC, SEC, and other pertinent laws.Use strong data security: Use safe encryption and authentication to safeguard customer information and privacy.Make your terms of use and privacy policy clear.Get Started TodayThe process of designing a website never ends. Owners of successful websites consistently monitor user activity, examine data, and implement custom changes in response to new information. The goal is to keep potential customers consistently drawn to and engaged with your website.
Ready to boost your online presence and engagement with prospects through a successful website?
Contact us today to schedule a financial advisor website design consultation and discover how your website can (and should) be a high-quality representation of your company.
The post Key Elements of Successful Financial Advisor Website Design appeared first on Indigo Marketing Agency.
The Ultimate Guide to Social Media for Financial Advisors: Strategies for Success
In today’s digital age, social media isn’t just a platform for sharing cat videos and vacation photos—it’s a powerful tool for building your brand, connecting with clients, and growing your business. But with so many platforms and strategies to consider, where do you even begin?
In this comprehensive guide, we walk you through everything you need to know about using social media effectively as a financial advisor. From crafting engaging content to leveraging the latest trends, we provide actionable tips and strategies to help you stand out from the crowd and achieve your goals.
Understanding the Role of Social Media for Financial Advisors
Social media platforms offer a unique opportunity for financial advisors to showcase their expertise and establish themselves as trusted authorities in their field. With the simple click of a few buttons, you can consistently provide valuable content while building credibility and trust with both existing and potential clients.
Digital platforms also give you access to a vast audience beyond your immediate network. Through strategic use of hashtags, targeted advertising, and engaging content, you can connect with leads who may not have been able to reach you through traditional networking channels.
Platforms such as LinkedIn, X, and Facebook are great avenues for sharing timely updates, addressing common questions or concerns, and initiating meaningful conversations with your audience. By actively listening to client feedback, you strengthen client relationships and demonstrate your commitment to providing exceptional service.
Key Strategies for Success on Social MediaBefore diving into social media, take the time to identify and understand your target audience. Who are they? What are their demographics, interests, and pain points? Once you gain a deeper understanding of your audience, you can tailor your content and messaging to specifically connect with them. Take the time to conduct market research, analyze client data, and engage with your audience to gather insights and refine your targeting strategy.
You also want to define clear and measurable goals for your social media efforts. What do you hope to achieve? Whether it’s increasing brand awareness, generating leads, or nurturing client relationships, setting specific, achievable goals guides your strategy and helps you measure success.
But remember that not all social media platforms are created equal—which is why you want to choose the ones that align with your goals and target audience. For example, LinkedIn may be ideal for B2B networking and thought leadership, while Instagram may be better suited for visual storytelling and brand building. Focus your efforts on platforms where your audience is most active and engaged to maximize your impact.
Four Types of Social Media Content for Financial AdvisorsNow that you’ve identified the right platform, the key to success lies in creating engaging and relevant social media content. Here are four types of content you can use to captivate your audience:
1. Educational contentEducational content could include market insights, financial planning tips, retirement strategies, and timely industry news. Identify what your target audience is interested in knowing—and tailor your content to those topics.
2. Visual appealUse eye-catching visuals (such as infographics, charts, and images) to make your posts more appealing and shareable. Don’t be afraid to include videos either. Research has shown that videos are the most engaging type of content out there, and it’s a proven way to stand out and connect with your audience.
3. Humanize your brandShare behind-the-scenes glimpses of your practice and introduce team members to humanize your brand and build trust.
4. ConsistencyMaintain a consistent posting schedule to stay on your audience’s radar. Plan and schedule posts in advance to maintain a steady flow of content. We recommend that financial advisors post three times per week.
Educational contentEducational content could include market insights, financial planning tips, retirement strategies, and timely industry news. Identify what your target audience is interested in knowing—and tailor your content to those topics.
Visual appealUse eye-catching visuals (such as infographics, charts, and images) to make your posts more appealing and shareable. Don’t be afraid to include videos either. Research has shown that videos are the most engaging type of content out there, and it’s a proven way to stand out and connect with your audience.
Humanize your brandShare behind-the-scenes glimpses of your practice and introduce team members to humanize your brand and build trust.
ConsistencyMaintain a consistent posting schedule to stay on your audience’s radar. Plan and schedule posts in advance to maintain a steady flow of content. We recommend that financial advisors post three times per week.
Tips for Creating Engaging Social Media ContentAs we mentioned, your social media content should aim to educate, entertain, or inspire your audience. Here are a few tips to help you consistently provide value and keep your audience coming back for more:
Use a Mix of Visual and Written ContentVariety is the spice of life—and the same applies to social media content. You’ll want to add a mix of visuals, such as photos, infographics, and videos, along with well-crafted written content. Visuals are more likely to capture attention and evoke emotion, while written content allows you to convey detailed information and establish your expertise.
Incorporate Personal Stories and AnecdotesPeople connect with stories on a personal level, so don’t hesitate to share your own experiences and anecdotes. Whether it’s a success story, a lesson learned, or a behind-the-scenes glimpse into your life as a financial advisor, personal storytelling humanizes your brand, fosters a deeper connection with your audience, and cultivates a culture of authenticity.
Use Clear Calls to Action (CTAs) to Drive EngagementDon’t leave your audience guessing—prompt them to take action with clear and compelling calls to action (CTAs). Whether it’s asking them to like, share, comment, or subscribe, CTAs guide your audience on the next steps and encourage engagement with your content.
Monitor Analytics and Adjust Strategies AccordinglyKeep a close eye on your social media analytics to track the performance of your content. Pay attention to metrics such as reach, engagement, and conversion rates to understand what connects with your audience and what doesn’t. Use this data to refine your content strategy and optimize future posts for better results.
Compliance Considerations for Social Media ContentBefore sharing any content on social media, take the time to familiarize yourself with regulatory guidelines governing the financial services industry. Regulations such as SEC, FINRA, and FCA impose strict rules on advertising, communications, and disclosures. Clearly disclose any potential conflicts of interest, risks, or limitations associated with your products or services and use clear language so your audience understands the information provided.
Another good measure to ensure compliance with regulatory guidelines is establishing a robust approval process for creating and publishing social media content. From there, you can implement checks and balances to verify the accuracy and compliance of content before it is shared on social media platforms.
Case Studies and Examples of Successful Social Media StrategiesTake a look at a couple Indigo advisors that have shared what they’re doing outside the office and more of their backstory. These posts successfully leverage social media channels to boost their online visibility, engage their audience, and foster a genuine connection.
Check out the analytics results for one of the advisors below, which displays his overall post impressions, followers, search appearances, and profile viewers. The post analytics provides the specific impression and engagement stats.
Ready to Elevate Your Social Media Strategy? At Indigo Marketing Agency, we’re driven by a passion for delivering exceptional results and helping financial advisors like you stand out in the competitive online space. Our proven track record of success makes us the go-to agency for achieving your social media goals.
If you’re seeking a dedicated partner who understands your social media strategy and is committed to driving your success, schedule your free consultation with an Indigo marketing expert today!
The post The Ultimate Guide to Social Media for Financial Advisors: Strategies for Success appeared first on Indigo Marketing Agency.
April 3, 2024
Dominating Digital: Mastering SEO for Financial Services
Imagine your life as it is now—except the year is 1984. SEO for financial services won’t exist for another few decades. Reagen just won his second term and “Karma Chameleon” is number 1 on the charts. You’re an established financial advisor with enough money in your pocket to buy one advertisement of your choice.
Do you choose:
Newspaper adRadio spotBillboardPhonebook ad
(Remember…there IS a right answer!)
A smart financial advisor would invest in the phonebook ad every time.
In the pre-internet days, a tiny 2-inch-by-2-inch square of advertising in the phonebook would outperform every single other advertising idea combined…but it’s the why that’s important.
The phonebook ad is specifically positioned as a solution for the people searching for it. Nobody opens a phonebook without a reason.
The radio listeners and billboard viewers might notice the ad, but they aren’t asking for it. And even then, do they even need it?
The phonebook readers, on the other hand, are already motivated buyers weighing potential solutions.
So when someone cracks open that 10-pound book and flips to F for “financial advisor,” they see your smiling face, professional services, and contact info.
And this is exactly why SEO is so important: it’s the phonebook ad of the 21st century.
It connects you with the active searchers.
The hot leads.
With the right SEO strategy, you’ll have the biggest, brightest phonebook ad on the page and have instant access to the people who have already convinced themselves they need your service.
And here’s how to do it:
Keyword Research for Financial AdvisorsSEO for financial advisors relies on identifying keywords and key phrases that potential clients are using to search for financial advice and services. These niche-focused strategies would be commonly searched phrases like “retirement financial planning in [Your City]” or “best financial advisor for [profession].”
To master SEO as a financial advisor, integrate your keywords naturally into the content of your website, including the home page, service pages, “about us” page, and blog. This is what’s called “on-page SEO” and helps search engines understand what your website is about and match it to the searchers hungry for your service.
Though what Google sees as the “best” rate of keyword insertion is 1-2% of the total content, the primary focus should be on creating content that reads naturally to the audience. If the text feels forced or over-optimized, it can deter readers and negatively impact your search engine rank, making it much harder to achieve quality SEO for financial advisors.
To research your own keywords, try Google’s own Keyword Planner.
Website Optimization for Financial Advisors“Now, wait a minute,” you might be saying, “I visit search results all the time and they never seem to have these keywords at all. How are these pages ranking?”
There’s more to the equation of SEO for financial advisors than sprinkling the right words all over your public-facing content. There’s lots of text Google references to rank your page that’s not readily readable on the site but still makes a difference in your page rank:
The URL of the page itself: When creating a new page, whether for a service, a blog post, or even your About Us, be sure to use custom URLs that align with the SEO purpose. For example, if one of your target demographics is lawyers, a good custom address would be something like [your website].com/financial-advising-for-lawyers.Meta data: Every page on your site has a title tag, a meta description tag, and more. These are short pieces of text which Google relies on to index and understand your site, and they also contribute to your SEO value. Meta data can be optimized in different ways depending on how your site is built. The most popular structures are tools like WordPress and Wix, which can both be successful foundations when it comes to SEO for financial advisors.
Mobile optimization: In 2016, more people started browsing the internet on phones than computers, and every year the difference widens. Google places value on those sites that look clean and organized on both desktop and phone screens.
Content Marketing Strategies for Financial AdvisorsSEO is all about impressing Google’s algorithms; it’s about impressing readers too.
Creating content that’s clicky, engaging, useful, and valuable means more readers are staying for longer, which in turn boosts SEO.
And while they’re visiting, ensure your site logically and psychologically is a leads-generating machine.
Consider the specific questions people are coming to your page to get answered. This is a great reason in itself to have a blog, as Google also favors sites that are regularly updated with fresh content.
SEO for Financial Advisors: Key TakeawaysAs the digital landscape continues to evolve, embracing SEO is not just beneficial, it’s essential for financial advisors aiming to thrive in a competitive market.
By focusing on identifying relevant keywords, optimizing website infrastructure, and creating valuable content, financial advisors can significantly enhance their online visibility and attract the right kinds of clients because of it.
I know, I know…
It’s not as straightforward and easy as buying a square of space in a phonebook, but that makes it a strength, not a weakness. Fewer than 1% of financial advisors even understand the basics of search engine optimization, so even with a rough understanding, it’s easy to pull ahead. And with even a rudimentary understanding of the above, you have an unfair head start.
How to Get Your Own SEO Engine Started: Next Steps
If you’re interested in cutting to the front of the line of SEO and getting an unfair advantage, we’re here to help.
Indigo Marketing Agency specializes in helping financial advisors execute on-brand, high-ROI SEO strategies founded on what’s working in the market right now.
Our specialized SEO services are built to make your business the phonebook of the 21st century, creating a digital magnet that attracts, educates, and persuades your target audience.
Here’s what you get:
Optimized website title tags, meta descriptions, and website home copy to incorporate selected keywordsSchema markup optimization to target local searches and make you the go-to advisor in your areaA hand-crafted Google Business Profile that’s optimized to appear higher in search rankings. We’ll also add your logo and photos to personalize your page.Full integration between Google Search Console, Google Maps, and your websiteIn-depth competitive research to find the most effective keywords to targetWe’ll do the hard work for you by recording your sitemap and submitting it to Google on your behalf.Available as either a one-time setup or ongoing SEO-building service (no contracts!)
Or if You’re Ready to Get Our Help Today
Let us get to work creating, managing, and optimizing all the above as we construct a data-driven strategy to put your services within one search of your local audience.
Click here for a free strategy session and let’s get started!
The post Dominating Digital: Mastering SEO for Financial Services appeared first on Indigo Marketing Agency.
April 2, 2024
Digital Marketing for Financial Advisors: Harnessing the Power of Email Campaigns
Just like a Swiss Army knife preps you to be ready for anything, email marketing equips financial advisors with the means to nurture leads, educate clients, and build lasting relationships…all with the click of a button.
Today, we can take advantage of email tools that make digital marketing for financial advisors 99% less work, making it a set-it-and-forget-it strategy you can kick-start once and profit from forever.
It’s the tool that keeps you continuously connected in our digital age, proving that even in your crowded, competitive market, having the right tools can make all the difference.
How can financial advisors effectively segment their email lists for targeted campaigns?Segmentation is the process of dividing your email list into smaller groups based on specific criteria, such as demographics, client needs, or behavior. This lets financial advisors tailor their messaging to the unique needs of different segments, increasing the relevance (and therefore effectiveness) of the email campaigns.
For example, one digital marketing strategy for financial advisors might break down a client list into categories like new clients, long-term clients, those nearing retirement, and young professionals. Then each targeted group could receive semi-personalized content that resonates with each of their financial planning needs.
Effective segmentation begins with collecting and analyzing your client data. Financial advisors should focus on gathering insights through direct interactions, website analytics, and client feedback. (Specific tools like CRM software, discussed below, can facilitate this process.)
What are the key elements of a successful email campaign for financial advisors?Emails sent to your audience can be about anything. The best campaigns are unpredictable: nobody will open your marketing email if they already think they know what you’re going to say.
Email campaigns don’t have to be wholly focused on pushing someone toward contacting you right this second. Branding and top-of-mind awareness are critical, and you want your audience to know the real you—not just the polished financial advisor “you.”
It’s not just about conversion. It’s about conversation.
Humans also love a good story. Personal anecdotes, learning experiences, breakthroughs, and tales of caution are all interesting narrative-driven methods to create curiosity and build trust.
The key elements of a successful email campaign through the lens of digital marketing for financial advisors include engaging content, a clear call to action (CTA), and timely delivery. Your emails should provide value to your recipients, whether through financial tips, market insights, or updates on your services. An engaging subject line is also crucial since it’s the gatekeeper as to whether your email will even get opened.
A clear CTA guides your readers on what to do next, whether it’s scheduling a consultation, downloading a resource, or reading your latest blog post.
Timing your emails strategically based on your audience’s behavior and preferences can also enhance open rates and engagement. For example, try sending a newsletter on financial planning tips at the end of the month or quarter when clients are more likely to review their finances.
It’s also important to strike when the iron is hot: don’t let a new lead forget you exist by letting too much time slip by. Consider a welcome email sequence to accomplish this goal.
What email marketing tools and platforms are recommended for financial advisors?There are tons of email marketing tools and platforms available to help financial advisors streamline their email campaigns, from list segmentation to automation. Popular options include:
Mailchimp: Known for its user-friendly interface, Mailchimp offers robust segmentation, automation, and analytics features, making it ideal for financial advisors new to email marketing.Constant Contact provides extensive support and training resources, alongside powerful email marketing features tailored for small businesses and professionals, making it a great choice for digital marketing for financial advisors.
HubSpot offers a comprehensive suite of marketing tools and is particularly beneficial for advisors seeking to integrate their email marketing efforts with other inbound marketing strategies, like social media or search engine optimization.
These platforms typically offer templates, drag-and-drop editors, and automation capabilities, enabling financial advisors to design professional-looking emails, automate their delivery, and track their performance without requiring years of experience studying how digital marketing for financial advisors works.
Digital Marketing for Financial Advisors: Key TakeawaysEmail can be a powerful tool, but it requires precision to pull off. But as with most things, the sooner you start, the sooner you can get results.
Do you want a personalized action plan from the financial advisor marketing experts to help you turn your marketing goals into a reality? Reach out to us at Indigo and set up your strategy session now!
At the end of the day, it’s not about sending out emails, it’s about talking to humans. The most important thing a retiree or pre-retiree is looking for as they peruse your emails and website is a reason to trust you—so keep this in mind at all stages of the process. Because trust will be the determining factor on whether they’re going to let you oversee what they have worked so hard to build.
The post Digital Marketing for Financial Advisors: Harnessing the Power of Email Campaigns appeared first on Indigo Marketing Agency.
Indigo Marketing Agency Announces Release of New Tiers to Their Total Marketing Package
Indigo Marketing Agency has announced the release of new tiers to their legacy Total Marketing Package tailored for financial advisors. The release offers a tiered pricing system that gives advisors added scalability and control over their communication and brand.
Indigo Marketing Agency gives financial advisors additional tools to enhance their web presence, connect with more clients, and develop a solid lead generation pipeline. And by offering a tiered approach, advisors can choose a plan that aligns with their business goals, or choose a plan to help them scale their business at a more manageable level.
The Challenge of Digital Marketing for Financial Advisors
In addition to the day-to-day tasks of sustaining their business, financial advisors must also develop a pipeline of qualified leads. In order to accomplish this goal, advisors must develop a well-coordinated digital marketing plan—one that aligns with their business goals and personal brand while also outpacing the competition.
These can be lofty goals for financial professionals. Even those who have the technical skills and experience may lack the time to commit to running a marketing campaign. Keeping up with the latest trends can steal focus from the core processes of running a financial business. That’s precisely what Indigo Marketing Agency seeks to address with the new tiers of the Total Marketing Package.
Flexible Options for Financial Advisors
Indigo Marketing Agency’s latest offering includes three distinct pricing tiers. The “Nurture” package starts at $895 per month with a $3,500 setup fee. At this price point, advisors receive the tools they need to improve visibility and produce consistent content for their social media and email campaigns.
The next package, known as “Stand Out,” costs $1,295 per month with a $4,000 setup fee. This package is designed to go beyond the basic features of the “Nurture” package through customized content that helps advisors speak with an authoritative voice.
The most advanced features are found in the “Growth” package. After a $5,000 setup fee, users pay $3,000 per month, for which they’ll receive active marketing management and a lead pipeline designed to identify and nurture qualified leads.
The tiered packages complement Indigo’s mission of implementing done-for-you marketing solutions to help financial advisors stay top-of-mind, grow their business, and maximize their return on investment with any budget
.
For more information, please visit: https://indigomarketingagency.com/tot...
About Indigo Marketing Agency
Since 2015, Indigo Marketing Agency has served independent financial advisors through innovative marketing products. Its team aims to develop results-based strategies that align with their clients’ needs. The Total Marketing Package tiers are comprehensive solutions designed to equip advisors with the tools they need to accomplish their business goals. Delve deeper at indigomarketingagency.com.
To Get in Touch With Indigo Marketing Agency: https://indigomarketingagency.com/get-started/
The post Indigo Marketing Agency Announces Release of New Tiers to Their Total Marketing Package appeared first on Indigo Marketing Agency.
March 22, 2024
Compliance Best Practices Guide for Financial Advisor Blogs
Financial advisor compliance guidelines might seem insignificant, but as blogging increasingly gains steam as an effective marketing tool, the SEC is watching more and more.
It’s true that blogging has become an essential vehicle for financial advisors to connect and engage with clients and potential clients. It’s become the number-one way for businesses to deliver authentic, meaningful messages to their reading audience.
But there’s a big catch—compliance!
If you’re not on the right side of the compliance police, you’re asking for trouble.
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Take Control of Financial Advisor Compliance
Is your head spinning? Don’t worry, we’re here to help.
Not only is our team of specialists fully up to date on financial advisor compliance rules, our custom digital marketing strategies are tailor-made to help businesses reach the next level of success. Schedule your free strategy call today so we can get you started on a successful digital marketing journey.
And in the meantime, download our Compliance Best Practices for Financial Advisor Blogs Checklist to make your blog soar.
Tip: Keep this checklist on hand while writing and publishing your financial advisor blogs to maintain compliance and build trust with your audience!
The post Compliance Best Practices Guide for Financial Advisor Blogs appeared first on Indigo Marketing Agency.
March 21, 2024
SEO for Financial Advisors: Answering Our Most Asked Questions
As a financial advisor, you understand the importance of a robust online presence in today’s digital landscape. With potential clients turning to the internet to find financial advice and services, optimizing your website for search engines is crucial. However, navigating the world of SEO (Search Engine Optimization) can be daunting, leaving many financial advisors with questions and uncertainties. In this blog post, we’ll delve into the realm of SEO for financial advisors, addressing some of the biggest questions and providing insights to help you elevate your online visibility and attract valuable leads.
Understanding SEO for Financial Advisors
SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs), thereby increasing organic traffic and visibility. For financial advisors, a well-executed SEO strategy can lead to greater brand awareness, increased credibility, and a steady flow of qualified leads. But what are some of the common questions financial advisors have when it comes to SEO?
1. How Does SEO Impact My Business?Financial advisors often wonder about the tangible benefits of investing in SEO. The truth is, a strong SEO strategy can have a significant impact on your business’s bottom line. By ranking higher in search results for relevant keywords, you increase your chances of being discovered by potential clients actively seeking financial services. This, in turn, can lead to more inquiries, consultations, and ultimately, conversions.
2. What Are the Key Elements of an Effective SEO Strategy?
Financial advisors are keen to understand the components of a successful SEO strategy. While the specifics may vary depending on individual circumstances, some key elements include:
Keyword Research: Identifying and targeting relevant keywords that potential clients are searching for.On-Page Optimization: Optimizing your website’s title tags, meta descriptions, headings, and content to align with targeted keywords.Content Marketing: Creating high-quality, informative content that addresses the needs and concerns of your target audience.Link Building: Building a network of quality backlinks from reputable sources to boost your website’s authority and credibility.Local SEO: Optimizing your Google My Business profile and ensuring consistency across online directories for improved local search visibility. We have made it our mission to ensure that we meet the above elements and more in our SEO packages. You can learn more about them here. CLAIM YOUR FREE SEO AUDIT Maximize your online potential with our free SEO video audit! Discover untapped opportunities to improve rankings, optimize site speed, and increase traffic—all without spending a dime. Don't miss out—claim your complimentary audit now! YES, AUDIT MY WEBSITE! 3. How Long Does It Take To See Results From SEO?
Patience is key when it comes to SEO for Financial Advisors. While some improvements may be noticeable in the short term, significant results typically take time to materialize. The timeline for seeing results can vary depending on factors such as the competitiveness of your industry, the quality of your website, and the effectiveness of your SEO efforts. Generally, financial advisors should expect to see noticeable improvements in their search rankings and organic traffic within 3 to 6 months of implementing a solid SEO strategy.
4. How Can I Measure The Success Of My SEO Efforts?Measuring the success of your SEO initiatives is essential for tracking progress and identifying areas for improvement. Key performance indicators (KPIs) to monitor include:
Organic Traffic: Tracking the number of visitors coming to your website from organic search results.Keyword Rankings: Monitoring the positions of your targeted keywords in search engine results pages.Conversion Rate: Analyzing the percentage of website visitors who take desired actions, such as filling out a contact form or scheduling a consultation.Backlink Profile: Assessing the quality and quantity of backlinks pointing to your website.By regularly monitoring these metrics, financial advisors can gain valuable insights into the effectiveness of their SEO efforts and make data-driven decisions to optimize their strategies further.
Partnering With Indigo For Your SEO Needs
At Indigo Marketing Agency, we specialize in helping navigate the complexities of SEO for financial advisors and unlock the full potential of their online presence. With our tailored SEO solutions, you can enjoy increased visibility, enhanced credibility, and a steady stream of qualified leads.
Contact us today to schedule a free consultation about how we can elevate your SEO strategy and propel your business towards success.
The post SEO for Financial Advisors: Answering Our Most Asked Questions appeared first on Indigo Marketing Agency.
March 19, 2024
The Ultimate Guide to Email Marketing for Financial Advisors
In today’s digital world, email marketing for financial advisors is an extremely powerful tool. Using the right strategy, you’ll be able to attract new business, interact with current clients, and convert leads into customers.
This guide provides you with step-by-step information and strategies to take your email marketing to the next level.
1. Select Your Email ProviderFirst things first. Your email provider is essential to the security of your ongoing correspondence and data. Take your time choosing an email provider that gives dependable, secure, and effective service and best fits your needs.
Consider these tips to help you choose the right provider:
Determine your needs and budget. Think through how many accounts and how much storage space you’ll need. Also make sure the provider offers options like calendaring, collaborating, and easy domain integration. Weigh the features you need against subscription costs.Investigate and compare email providers. One of the better ways to compare email providers is to take the time to read through reviews. Pay attention to what customers say about functionality, security, dependability, and user experience.Assess key components. Evaluate critical email provider services like security, reliability, spam filtering, mobile access, ease of use, and customer support.Try before you buy. Lots of email providers allow users to evaluate features and user experience with free trials. Testing a product by utilizing a free trial period is a great way to feel confident the provider you’re considering is the right choice.2. Build Your Email List
This next step should be something you do continually. Having a growing email list is critical to always reaching a wide audience full of potential clients.
Here are the most effective ways to grow your email list.
Social media: After connecting with clients and prospects through your social channels and LinkedIn campaigns, add those contacts to your email list.Client enrollment phase: During the onboarding process, incorporate opt-in alternatives.Events and business cards: Promote sign-ups with concise value propositions.Compliance: Consistently adhere to Securities and Exchange Commission (SEC), FINRA, Regulation Best Interest, broker-dealer compliance, and state regulations for financial advisors. Opt-in pages : Create landing pages and forms for your website that ask for email addresses in exchange for helpful information (like manuals or e-books).3. Craft Engaging ContentBalancing the right amount of expertise and professionalism with relatable, compelling content is key to grabbing your readers’ attention. See these essential tactics:
Provide value: Potential customers will appreciate financial planning advice, market updates, investing insights, and educational pieces.Know your audience: To tailor messages, divide your email list into segments according to investment goals, interests, and demographics.Use high-quality visuals: To grab readers’ attention, use eye-catching photos, infographics, and films.Emphasize the benefits: Explain how the information you provide will help them reach their objectives or solve their problems.Call to action: Succinctly tell recipients what they should do next (visit website, make an appointment, etc.).4. Optimize Your CampaignsCreating interesting email content is important, but optimizing it to make sure the right people see your messages is crucial. Here’s how to optimize email marketing for financial advisors:
Email design: Use a simple, responsive template with unified branding.Subject lines: Make sure your subject lines are fascinating, pertinent, and concise. Send frequency: Find the sweet spot between remaining prominent and being non-intrusive. (We recommend once a month.)A/B testing: Try different send frequency, content types, and subject lines to see what works best. Analytics : To improve your strategy, monitor important data such as open rates, click-through rates, and unsubscribes.5. Utilize AutomationFor financial advisors, digital automation is essential to the success of email marketing efforts. You can save time, increase productivity, and deploy mass tailored messaging. The following are some crucial areas where digital automation can be applied:
Birthday or anniversary greetings: Be kind and foster connections. Welcome series : Set up recurring emails to welcome new subscribers.Triggered campaigns: Send pertinent messages in response to user behavior.Reminders for abandoned carts: Motivate people to finish their incomplete tasks.Partner With Professionals: Email Marketing for Financial AdvisorsTake advantage of the knowledge and experience of email marketing professionals. Using the strategies outlined in this article, our team at Indigo Marketing Agency will send consistent messaging and marketing touch-points specifically crafted to enable cohesive branding for your business.
Ready to unlock the full potential of your financial advisory practice? Schedule a free consultation today with one of our marketing experts!
The post The Ultimate Guide to Email Marketing for Financial Advisors appeared first on Indigo Marketing Agency.
