Advisor Blog

Font size: +

Thinking Like Your Prospects Is Key To Advisors Succeeding In Search Engine Optimization

Do you see things from your ideal client’s perspective? To succeed in using search engine optimization to market your firm, that mindset is required.

After last week’s Advisor Products webinar about marketing, I spoke with one of the attendees about his search engine optimization and content marketing strategy.

 

Advisor-Products-Webinar-Replay

While this advisor is a licensed professional, he’s not an SEO expert, and he was having trouble with the notion that using social media to engage a very specific type of investor could be more rewarding than marketing to the broad masses. So I explained that writing a blog about financial problems of doctors in LA would indeed bring him a smaller readership than writing a blog for all small business owners in LA, but that the doctors who found his blog about their specific financial problems would be more likely to appreciate his specialized knowledge, he got that.

But what would be his best niches? Is it plastic surgeons in LA, Amgen senior managers, beauty salon owners? He would give that more thought, he said. But the exercise we went through was helpful.

By definition, until you understand that marketing to a specific group is more effective than marketing to everyone, you won’t be able see things from your ideal clients’ perspective, and, therefore, you won’t be able to identify the key words your ideal clients will use to search for you on the Web. You will fail at SEO.

However, once you commit to specializing in a specific client-type — lobstermen in Maine, chiropractors in Kansas City, or airplane pilots in Atlanta — you can speak to them directly over the Web.

I do it. That’s why you’re reading this! I’ve defined my niche and I am speaking to you because you are a professional financial advisor. You are probably credentialed and hungry for growth. I provide you information you value. So you might click on my tweets, read my blog and follow me on social networks.

You can do it, too. You can host webinars for dentists in Denver, and share financial ideas addressing their issues, and they will find you via search engines. You can post tweets for professors in Pittsburgh, Slidecasts for senior executives at a local tech company, and videos for owners of diners in Long Island. If you post content that diner owners in Long Island need to know, they will find and follow you.

For instance, say you tweet, blog, and make videos targeted to owners of owners of McDonald’s franchises about the new 3.8% federal surtax. A year from now, when an owner sells his franchise, he’ll want to shield his children’s passive gain on the sale, and he’ll think of you because you’ve been sending him ideas on this very topic to him.

If you can define your niches, then think like hem and imagine how they will find you. What would wealth management problems might cause an Amgen employee to go on the Web and search for help? If you know senior managers at GM have a deadline to decide on what to do about their pensions,  what search terms will they use to find help with making the decision?  If you use those search terms in your blogs, tweets, and other content on your website, they will find you and follow you. Over a year or two,  these people who are searching for a needle in a haystack will call you and become clients because you specialize in solving their financial problems.

Content marketing is utilized on the Internet by businesses, but few financial advisors implement an SEO program because it costs money or time. Doing it right requires knowledge of SEO and wealth management as well as the ability to write words people will want to read. It’s not easy and success depends on doing it right. But if you do it right, it works. The fact that you’re reading this proves it.

 
Advisor Products Launching Open Source Content Man...
How Is Advisor Products Different?

Archive

weekly-signup

Questions?

How and why does the Advisor Products system work?

In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.

A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.

  • Differentiate you from competitors
  • Expose clients and prospects to your brand message more frequently
  • Build an ongoing relationship with customers
  • Increase your follows and fans on social media
  • Drive more prospects to your website
  • Help convert prospects into leads
  • Increase number of pages indexed in Google
Please fill the required field.
Please fill the required field.
Please fill the required field.
Please fill the required field.
Please fill the required field.
Please fill the required field.
Please fill the required field.

Seeing is Believing.

See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.

 

SCHEDULE A DEMO