Remember the days of picking up the phone and cold-calling Dun & Bradstreet calls all evening long? Luckily, those backbreaking methods of marketing to local clients are well behind us, and have been replaced with more sophisticated tactics for getting in front of clients. So what do advisors need to do to bring in new business?
As online marketing evolves, it has become more and more apparent that financial advisors need to be hyper focused on localized marketing to bring in the type of clients that they would like in their practice. Here are 3 ways that financial advisors can increase their exposure online and lay the groundwork to bring in more business online.
The great thing about marketing online is that if done correctly, you can take advantage of clients are that actively seeking your services. This can be easily done by implementing the proper SEO strategy on your website. You can use tool like the Google Keyword Planner to identify what people in your area are searching for, then make sure that the meta data and content on your website follow along those same themes. However, it is hard to be all things to all people so focus on 2 to 3 main terms to rank for or else your efforts will be spread out too far.
15 or 20 years ago, a prospect would take out their local yellow pages and search for advisors in their area if they needed to solicit advice. These days, online local directories like Yelp, Google+ Local, and Merchant Circle can serve the same purpose while also providing you with the ability to show off your firm with pictures, videos, and even social posts in some cases.
Think of it this way, every individual site gives you one more chance of being found on the web via search results. With over 50 credible local listing sites you can submit to, there are ample opportunities to get your name out there for little or no cost.
Last but not least, if you are looking to aggressively market your practice locally, consider putting together a paid search or pay-per-click campaign. This strategy is a great way to get your name out in front of prospective clients who are searching for your type of services and they may be easily convertible into a client or lead.
PPC campaigns work by displaying text ads on top of and to the side of the organic results when a user submits search request. You only pay when someone clicks your ad, and the ads will automatically match up with the search topics that you select. For example, if someone was searching on Google for “Best Financial Advisor in Atlanta” and this was a term that you are targeting, your firm’s ad may show up front and center. The user then has an option to click on your advertisement if it is appealing to them, and is taken to the appropriate area on your site.
These 3 tactics are strategies that can go a long way towards making your phone ring with prospective clients. However, please keep in mind that these strategies do require some effort to set up, but once the plan has been put in place it can pay off in a really big way. For more information on local marketing programs, please feel free to contact us with any questions.