Financial Advisor Marketing Case Study
At Indigo Marketing Agency, we help advisors to create custom marketing plans that address all the most important marketing strategies, including:
- Embracing a specialty
- Their website
- Custom content
- Email marketing
- Social media
- Search engine optimization (SEO)
- Marketing metrics
Advisors often feel overwhelmed by all of the marketing they should be doing and don’t have the time or expertise to execute a comprehensive marketing strategy on their own. Angela Dorsey of Dorsey Wealth Management was one of these advisors, which made her the perfect subject for this financial advisor marketing case study.
Angela came to our firm because she wanted a consistent marketing strategy that represented her well. While she already had a good website and knew that she wanted to focus on helping women with their financial plans, she had not been executing her marketing strategy on a regular basis.
It wasn’t that she didn’t think marketing was important; she believed in the power of marketing through email and social media, but always stopped doing her marketing when she was busy, which created a feast-and-famine cycle for her firm.
A Comprehensive Marketing Strategy, Focused On Her Niche
When we first met, Angela wasn’t sure where to start with her marketing. Website design? Search engine optimization (SEO)? Social media? Content marketing? Email marketing? We recommended all of the above. After reviewing her goals, we got started on our Total Marketing Package to work on each of these important efforts.
Our Total Marketing Package begins by identifying exactly who you want to serve and what you offer them. Angela had already been focused on serving women, but we uncovered that most of her best clients were women business owners, so we decided to create a marketing strategy for that niche. We settled on “fee-only financial planning for women business owners” and added that throughout Angela’s site.
Optimizing For Search Engines
Now that we knew the keywords she wanted to show up for during a Google search, we were ready to approach search engine optimization (SEO). We completed our powerful SEO package targeting “financial planning for women” in her area.
You can see the huge impact our package had on the number of people finding her firm from Google searches. This is important because it represents free traffic coming to her site each and every day from people searching for what she offers.
As we increase the amount of content on her site for women business owners, her SEO will improve and she will show up even higher in search results.
Social Media Marketing
Once we had Angela’s website set up and optimized, it was time to focus on social media. Setting up and optimizing your firm’s social media profiles helps improve your SEO and drives more traffic to your website through increased exposure.
We set up and optimized all of Angela’s social media profiles so they look consistent across channels and get more traffic to her website:
Each day, Angela’s website gets many new people visiting from the social media posts we create for her. Here are the daily visits to her site from Facebook and LinkedIn.
Increasing Website Conversions
Too often, advisors have great websites and substantial traffic, but the people coming to their site leave without ever taking another step. It’s critical to make it easy for prospects to take an appropriate next step online, 24/7.
To help increase the conversion rate of the traffic coming to Angela’s site, we added several important assets:
- A powerful story about why she created her firm
- A Get Started Now page
- Case studies of clients she has helped
- A Frequently Asked Questions (FAQ) page
- A sample financial plan
- A pricing and services page
- An online appointment scheduler
These pages are almost always the most visited pages on an advisor’s website. They allow prospects to learn more about Angela’s firm, envision working with her, get answers to the questions holding them back, understand exactly how she helps her clients, and take the next step at any time, day or night.
Creating Valuable Custom Content For Her Niche
Angela serves women, especially women business owners. As part of her Total Marketing Package, each month we create custom content that’s relevant and valuable to her niche. For Angela’s firm, this includes top-performing posts like:
- How Women Business Owners Can Save For Retirement And Reduce Taxes
- The Top Financial Concerns Of Women Business Owners
- Why You Should Hire A Bookkeeper For Your Small Business
We share this content each month for Angela throughout all of her marketing channels, including:
- On her website as a blog post
- By email to her email list
- On LinkedIn
- On Facebook
- On Twitter
The content includes a call to action at the end of each post, designed to be forwarded from her email list to people they know who might need Angela’s help. In this way, she gets more introductions and referrals to women business owners.
Proactively Communicating With Her Network During A Crisis
One of the things that Indigo Marketing Agency provides as part of our Total Marketing Package is communicating proactively with your network during a crisis. This was important to Angela because she wanted to make sure her clients were hearing from her in good times and bad.
When the market experiences volatility, or a crisis like the coronavirus hits, we keep our clients in front of their network with content designed to educate and connect, including:
- What You Need To Know About Recessions And Bear Markets
- What Should You Do About The Coronavirus And Stock Market Volatility?
- I’m Here For You Virtually!
These posts were important in making her clients feel connected and allowing Angela to field fewer panicked phone calls. They also resulted in a few new referrals!
Tracking The Metrics That Matter
Our Total Marketing Package is designed to keep advisors top of mind, get more traffic to their website, and convert more traffic into leads. But how do we know it’s working?
It’s critically important to track the most important metrics each month. We set up Google Analytics so that we can see important metrics on an advisor’s website like:
- How much traffic is coming to their site?
- What pages are people visiting most on their site?
- How are people finding their site?
But beyond Google Analytics, we use a technology called Databox that allows us to see a more comprehensive picture. Databox shows us the most important marketing metrics, such as traffic to an advisor’s website, their social media pages, and their email marketing. Our Monthly Metrics Report tracks everything, including:
- Total website traffic
- Traffic sources
- Traffic by social network
- Top visited pages and blog posts
- Email marketing performance
- Email subscribers
- Facebook performance
- LinkedIn performance
Each month, Angela gets a custom Databox report via email that shows how her marketing is performing. This allows us to work with Angela to focus on the most important marketing metrics and make changes to her marketing strategy along the way.
In her own words:
My main marketing challenge was knowing what to do and being consistent, especially with my newsletter and social media. I would do it when I had time, so I was not as consistent as I should be. My newsletter would take me too much time to write and send out using Mailchimp.
It is so wonderful to have help with this. I wake up in the morning and my newsletter has already been sent out like magic! I feel like the work Indigo did up front to capture my goals and to understand my business and my voice really helps to create content and social media posts that are in my voice and appeal to my audience.
I am especially impressed by how quickly Indigo responded during market downturns such as the coronavirus to send out special newsletters to help my clients understand what it meant for their portfolios and how to best think about it. The quality of the content and technical expertise is top-notch! Whenever I interact with a team member of Indigo, I am impressed by how knowledgeable and responsive they are. Claire put together a great team!
I thoroughly researched other options for marketing help. I chose Indigo because they specialize in advisors who have a niche. I also like that the marketing assistance includes a newsletter, social media posts, SEO, and LinkedIn marketing.
I am feeling like I have great marketing support now. It is a huge relief! I would highly recommend Indigo to others. Whenever I have a question or need any help, they are there to help me or to point me in the right direction.
Thanks so much!
Angela Dorsey, CFP®, MBA
Do You Need A Marketing Makeover?
After reading this financial advisor marketing case study, if you or an advisor you know wants to offload their marketing to professionals, we are here to help. Get started by scheduling your free Marketing Consulting Call to review your current marketing strategy and get custom recommendations. Let us create a custom marketing strategy for your business!