A Total Marketing Overhaul to Fully Embrace a Specialty
Client
Scott Melbrod
Project Summary
A Financial Advisor Marketing Makeover
Scott Melbrod came to us knowing exactly who he wanted to serve: real estate investors and business owners who don’t fit the typical financial advisory firm model. However, none of his marketing materials reflected this specialty. He knew he needed help with his logo, website, and his marketing message to create a cohesive marketing strategy to target his ideal audience.
In a Nutshell
Here’s What We Accomplished
- Branding
- Website
- Social media profiles: LinkedIn, Twitter, Facebook Business
- SEO (Search Engine Optimization)
- Custom Content
Problem breakdown
Embracing a Specialty Without Alienating Current Clients
One of the toughest challenges for advisors to overcome is making the leap of faith to embrace a specialty. Narrowing your focus allows you to identify your perfect ideal client, do more of what you do best, charge a premium, and know where to find your prospects.
It’s important to recognize that embracing a specialty doesn’t mean you can’t keep serving people who don’t completely fit into that specialty. It just means you focus on your niche for your marketing efforts.
Embracing a specialty works the same way for many of the financial advisors we work with. Just because you narrow your focus to “helping parents of special needs children,” you are unlikely to lose current clients.
Instead, they will refer you to people who fit that demographic when they come across someone who needs your help. And you will be uniquely qualified to help that person and more likely to close the business.
Our Solution
Our Process to Tailor Your Marketing to Your Specialty
First we created a logo for Scott’s firm, Taxable Wealth:
Next, we built a website for him that reflected his niche through the copywriting, photography, and content. Throughout his site are powerful calls to action to allow people to schedule a call online, watch a video, or ask a question.
As part of our Total Marketing Package, we set up and optimize our clients’ social media profiles to make sure they show up consistently across all channels. This is important, especially because Google often returns your LinkedIn profile ahead of your website in search results. We know that 9 out of 10 people who are referred to an advisor will Google them before scheduling an appointment, so we want to make sure you look perfect across the Internet.
LinkedIn Company Page
LinkedIn Professional Profile
Twitter Profile
Facebook Business Page
How We Added Value
Search Engine Optimization and a Targeted Content Strategy
We also ran our powerful search engine optimization (SEO) package to get Scott’s firm to show up for the keywords that were most relevant, including:
- Financial advisor for real estate (Scott’s website has ranked as high as #3 in national searches for these keywords)
- Real estate financial planner
- Financial planning for real estate investors
Since the updates, Scott’s organic search traffic went from about 14% of total site traffic to over 21%. Our goal is to have at least 20% of traffic coming from organic search and at least 15% from social media. Those targets represent a healthy mix of website traffic from new people you do not already know.
Next, we created a targeted content strategy to speak to the most important items that Scott’s clients care about. We included posts like:
Tracking Results
Track What Matters
Finally, we send a marketing metrics report each month that shows important information, like:
- Total traffic to his site
- Traffic sources
- Top-visited pages
- Social media performance
- Email marketing performance
By reviewing this data, we can continue to improve Scott’s marketing. For example, we can see that his report “Your Complete Guide to Financial Planning for Real Estate Investors” is the fifth most visited page on his site. This tells us that it would make a great webinar topic. We can also infer that we should create more similar content and make sure we’re maximizing the exposure for this page.
A word from the client
“I’m really happy with the work your team has done. I’ve been busy! Over the past few months I have been inundated with new clients, which is a good problem to have.”
Scott Melbrod
Taxable Wealth
