L.A. Advisor Attracts Fresh Prospects By Targeting Underserved Population
Project Summary
Attracting New Clients Through Niching Down and Marketing Smart
As a financial advisor, Clay Elliott had a pointed vision for how he’d like to grow his business.
Rather than try to bring in a diverse range of clients wearing all sorts of different hats, Clay strategically focused on just one: the hard hat.
There was an abundance of Exxon, Dow, and Shintech plant workers living and working in his geographic area and he wanted to capitalize on this untapped market.
He needed a website that did more than take up space and prove he exists. A concise, branded, and—most importantly—persuasive web presence would be his strategic tool to build authority and trust with his target audience while also keeping him top-of-mind with new and former clients in order to garner referrals.
In a Nutshell
Here’s What We Accomplished
- Complete Website Rebrand
- SEO (Search Engine Optimization)
- Comprehensive Content Strategy
- Enhanced Social Media Presence
- Increased Visibility Online
Problem breakdown
Educating New Clients Without Distancing the Old
Niching down without alienating current clients
Creating a place for prospects to easily and immediately familiarize with his services
Constructing an action-oriented marketing campaign
Our Solution
A Systematized Approach to Rebranding and Lead Gen
- Create a specialized content that catered specifically to plant workers while keeping content focused on business owners and retirees intact.
- Leverage Clay’s existing logo to create a new, branded website that reflected the needs of his target audience with fresh copywriting and design.
- Publish magnetic blog posts that were specifically targeted to his core niches (plant workers and, to a lesser extent, business owners).
- Guide Clay through the steps of creating a warm and inviting video: “Why I Became a Financial Advisor.”
- Overhaul Clay’s social media for a more modern and targeted feel.
How We Added Value
Attract, Educate, & Convert
Keyphrases ranked:
- fee based services in baton rouge la
- fee based services in port allen
- financial planner in baton rouge la
- financial planners in baton rouge
- financial advisor in baton rouge
Blog posts include
- Plant Workers’ Guide to Understanding Employee Benefits: A Financial Advisor’s Insights
- The Top 5 Financial Mistakes I See Plant Employees Make
- Finding Work-Life Balance As a Small Business Owner
Fresh Visual Appeal That Aligns With the Brand
Most financial advisors have online presences that camouflage into each other and are essentially indistinguishable from the competition.
We breathed new life into Clay’s branding with a design overhaul that definitively catered to his target markets:
Social Media: Before and After
Future Direction
- Create a specialized content that catered specifically to plant workers while keeping content focused on business owners and retirees intact.
- Leverage Clay’s existing logo to create a new, branded website that reflected the needs of his target audience with fresh copywriting and design.
- Publish magnetic blog posts that were specifically targeted to his core niches (plant workers and, to a lesser extent, business owners).
- Guide Clay through the steps of creating a warm and inviting video: “Why I Became a Financial Advisor.”
- Overhaul Clay’s social media for a more modern and targeted feel.
Tracking Results
Was the juice worth the squeeze?
- Total traffic to his site
- Traffic sources
- Top-visited pages
- Social media performance
- Email marketing performance
Beyond just bringing him more of his desired clients (plant workers), we substantiated our marketing efforts by showing him how prospects methodically advanced through his curated sales system, first learning about him, exploring his service and personality, and finally reaching out.
It’s important to have a firm understanding not just on the final conversion rates or raw number of inquiries, but to also know how prospects are matriculating each step of the way as they gradually warm up from curious, to interested, to motivated.