For this month’s webinar, instead of taking a deep dive on a specific subject, I’ll give a broad overview of what’s working for advisors in marketing today.
This presentation will take your marketing knowledge from zero to sixty in 30 minutes including:
- Marketing 101 in a Digital World
- Websites Examples from Top Advisors
- Creating Powerful Calls to Action
- Building Effective Landing Pages
- Blogging Basics
- Supercharging with Social Media
If you want a 30,000 foot view of what’s working today for advisors, sign up now!
Meet Your Webinar Host
Claire Akin, MBA
Claire Akin runs Indigo Marketing Agency, a full-service marketing firm serving top independent financial advisors. She is a former Investment Advisor Representative and holds a Master’s Degree in Marketing. Claire works closely with several of Barron’s Top 100 Financial Advisors to grow their AUM using digital marketing.
Read The Transcript Below
Hey guys, thank you so much for joining me for this month’s webinar, marketing for financial advisors in six easy steps. Now if you feel like you know about little pieces of the marketing puzzle or maybe you feel clueless about marketing and you really want a broad introduction to what’s working for financial advisors today and you want a 30,000 foot overview of all of the pieces of the puzzle, you’ve come to the right spot. So we’re going to take you from zero to 60 on marketing for financial advisors and teach you everything that you need to know about all of the different components of marketing as we know it today. So I hope you enjoy the webinar. Let me know if you have any questions and let’s get started.
Hi, and thanks so much for joining me for marketing for financial advisors in six easy steps. I’m Claire Akin with Indigo marketing agency, and today we’re going to do something a little different. A lot of my webinars take a deep dive on a subject, but I got a call yesterday from a newer advisor who is going independent. Currently he’s with a wirehouse and he’s going to go independent. And he was asking me, “I think LinkedIn’s great, but are there other things I should be doing?” And I said, “Yes, of course. There’s a lot more you should be doing from a marketing perspective.” And he said, “Well, where do I start?” And so I thought it was time that I created an overview webinar for everything that you need to know about marketing today and all of the things that you need to be doing from a marketing perspective. And so I hope this will give you a good overview of what’s working for advisors today from a marketing perspective.
So a lot of you know who I am. I’m Claire Akin, and I’ll just go through this slide really quickly. I used to be an investment advisor representative because my dad’s in the business and he has been with LPL Financial for about 37 years. And so I grew up in the industry working for him, and I started my own company because I know that so many advisors like you need help with your marketing and maybe you’re not technically proficient in marketing, you don’t want to deal with the technologies, maybe you’re not trained in marketing. What you want to do is focus on your clients and what you do best. And so I created my company to allow advisors to outsource their marketing to somebody who understands our industry. And so that’s what my agency does. I also have the LinkedIn Guide for Financial Advisors, which is available on Amazon now. And I’m the instructor of the LinkedIn course for financial advisors, which is an online self study course. And you can take a look at that on my website.
So today we’re going to cover a lot. I know your time is really valuable so I’m not going to include a lot of fluff. I’m just going to get right down to business. So we’re going to talk about marketing 101 in a digital world. We’re going to go through websites and what are the website options available to you, and give you some examples from top advisors. We’re going to talk about creating powerful calls to action because at the end of the day, that’s what marketing really is all about. And then we’re going to go over how to build an effective landing page, the basics about blogging and content marketing, and then how to supercharge everything with social media.
So let’s take a look at the difference that 25 years makes. The picture on the left is me and my dad when I was five. I was an angel in the school play. And the picture on the right is when I was 30 on my wedding day. Now a lot has changed in 25 years, as you can see from this picture. But what’s really changed in our world is what this picture represents. And this is a visual representation of the internet. So if you mapped out all the connections on the internet, this is what it might look like. Now this has changed everything from the way we find a restaurant to the way people find their financial advisor. And so if you haven’t adapted your marketing in the past 25 years, like a lot of advisors I know haven’t, it’s really time to make a drastic shift in the way that you market your business today.
Now if you look at where people’s eyes and ears are, if you’re on a train or a plane or in the airport, you can see everyone’s eyes and ears are on their cell phone. Now we know today that more traffic comes to websites from mobile devices than from desktop devices. And so it’s critically important that you’re adapting your marketing not only for the internet, but for mobile devices. And so we’re going to talk a little bit more about that.
So what are the six steps that you need to create a cohesive marketing strategy? Well, first and foremost, you’re going to want to create an amazing website. And I’ll talk about exactly how to do that. Second, you’re going to want to invest in search engine optimization so that people can find your website. Third, you’re going to have to make a call to action so that people can actually begin the buying process with you online. And a lot of advisors are missing this step, but it makes a huge difference once you implement that step. Fourth, you’re going to want to leverage content marketing and that’s helping people find you when they need you most and positioning yourself as an expert in a specific niche.
Fifth, you want to stay top of mind with email marketing. That’s really important. 70% of the leads that my advisors get comes from email marketing, and so you don’t want to leave out that piece of the puzzle. And sixth, you’re going to want to supercharge everything with social media. There’s a lot of reasons why. It’s not just for millennials. There’s a lot of good reasons why social media can help you get exposure and it can help with your search engine optimization and it can help just get more eyes on your content and help more people be aware of what you do.
So first, let’s focus. Now none of these steps are going to work unless you really specialize. And so I want to take a few minutes to talk about specialization. Now embracing a specialty is critically important. Now think about if you or your spouse had a life threatening medical condition, would you just go to urgent care and talk to the first doctor that’s around, or would you want to find a really good specialist who understood your condition? If your life depended on it, you would certainly want to work with a specialist. And I know that financial planning is as critically important to people as their health, in terms of what makes them happy and what takes care of their family. Of all the important things in life, financial planning is critically important to people. And so people today want to work with a specialist who really understands them and is the best at what they do.
And so what you do, who you serve and how it benefits them is critically important to communicate through all of your marketing pieces. And so here’s three examples of advisors that I work with. The first is a fee only financial advisor helping business owners pursue true wealth. So he helps business owners sell a portion of their company to take some chips off the table so that they have greater work life balance and greater financial diversification. The second is a fiduciary wealth manager that helps physicians catch up for retirement in a hurry. So he’s a retirement plan specialist. He helps them create safe harbor plans so that they can put away a lot of money in a hurry and retire hopefully on time. The third is a retirement advisor helping Intel employees secure income for life. He is an expert in the Intel benefits package. Actually a couple of people on his team used to work at Intel and so they have all of this knowledge about Intel, the benefits package and how people at Intel can retire with secure income for life.
So what’s your specialty? You want to think through what you do, who you serve, and how it benefits them. So let’s talk a little bit, you know, I see a lot of advisors out there who think they have a specialty and that’s great. It’s good that you’ve made an effort, but a lot of times your specialty is not truly a specialty. It’s just meeting minimum expectations. And what I mean by that is when we talk about airlines, we expect when we buy a ticket on an airline that it’s going to get us from point A to point B safely. Hopefully it will get there on time. And a bonus would be if our bag arrives on time too. That’s not always the case. But those are minimum expectations. They’re not differentiators. We don’t think our favorite airline is special because it gets us from point A to point B safely. And it’s the same way with financial advisors.
So a lot of advisors out there saying, “Well, I’m different because I’m trustworthy. I’m a fiduciary. I have reasonable fees.” Well, that’s a minimum expectation. When somebody hires a financial advisor, they expect you to be experienced, to have credentials, to be trustworthy and hopefully even be a fiduciary. And so those are all great things to have, but they’re not key differentiators. So what does make you different is, for example, I like to fly Southwest. They make it fun, your bags fly free, and I like the snacks on board. And so that really makes them different because every single major airline besides Southwest charges for bags, and so it’s a true differentiator that appeals to somebody like me. And so that’s why they’re my favorite airline. So what really makes you different? Why do your clients come to you and hire you instead of the person down the street? That’s what you want to be explaining through your marketing. So who do you serve best and what makes you different? And that’s what we want to communicate throughout your marketing strategy.
All right, let’s get back to the six steps. So the first step is creating an amazing website. There’s a lot of ways to do this, and I actually have a webinar called the best websites for financial advisors if you’re interested in digging deep on this subject, but there’s just a couple of important things about your website. Whether you get a WordPress site or work with Twenty Over Ten or advisor websites or FMG Suite, whatever website company that you choose, you’re going to just want to make sure that your website meets some minimal requirements. The first is that it’s mobile responsive, and the reason for this is that Google now penalizes websites that are not mobile responsive because we know that over half of the website traffic out there is coming from a mobile device. So if your website isn’t mobile responsive, Google won’t show you as high in search results, and so it’s really important to have a mobile responsive site.
Your site may be mobile friendly. And what that means is that it displays okay on a mobile device, but mobile responsive means that it actually changes the way it displays depending on which device the person is viewing your site from. So it adapts the site to fit their device. And that’s what we want as a minimum standard today. So, mobile responsive design changes depending on actually which device they’re using. And so that’s really important. That’s something you’re going to want to ask and check if your website is mobile responsive. And if it’s not, you’ll definitely want to upgrade.
We also want flexibility. Now this is an example of an Emerald site. I know there are tens of thousands actually of advisors out there that still have Emerald sites and they’re not very flexible. They’re basically like an online business card. They’re not dynamic and they just don’t give you the flexibility to do the type of marketing that we want. So you want to make sure whatever website that you choose is really flexible and allows you to make the most of your site.
And ease of use. Now we want to make sure that you or somebody who’s running your marketing can use your site. So, my website’s a WordPress website and it works great for me because I have a really good developer on my team who can go in and make all the changes that I need. But if it were just me, I would probably get an easier to use site so that I could make all of the updates because you don’t want to get stuck not being able to add a team member to your team page because you don’t know how to use your site. So, that’s definitely a important factor to consider when you’re setting up your website. Either you’re going to have to pay somebody to make all of your changes, or you have to be able to use your system yourself.
And you want to make sure that you’re tracking your website’s conversion rate. Now all of our marketing is going to come down to your website’s conversion rate. That’s really the hub of your marketing and we want to know how it’s converting visitors to leads. So what I mean by that is all of the traffic comes that comes to your website is your visitors. They come through your website and some of them will come out the other side as leads. For example, on my website, if you go to my site, you can watch a webinar or read a blog post and then you can schedule a call to talk about hiring my firm to do your marketing. And so every visitor that comes to my site gets put through my blog posts and my webinars and hopefully they make an appointment. That’s a lead for me. So your website should be built the same way. There should be a way for people to take action to turn themselves into a lead on your calendar or maybe you get an email question for them or whatever your lead generation is.
And so, when we talk about improving your website conversion rate, we want to bring you more leads. So even if you have the same traffic each month, if we take your website conversion rate from 1% to 3% to 5%, it makes a huge difference in the number of leads and the number of new clients that you get. It’s not uncommon for financial advisors like you to have a higher than 50% close rate. So if you actually sit down with somebody, you may close 70%, 80%, 90% of those cases. You guys are really good in person. And so these leads are super valuable. If you have 15 new leads in a month, you could get seven or eight new clients. And so it’s critically important to pay attention to this website conversion rate.
So, there’s a few ways to increase your conversion rate. The first is to capture your visitor’s attention better. Then we want to lower the emotional stakes of them taking the next step. We know a lot of people are overwhelmed by financial planning. Maybe they’ve put it off for years, maybe it freaks them out to think about retiring. Maybe they think they don’t have enough money to retire or maybe they’re worried about thinking about life insurance because they don’t want to think about death. Whatever it is, we want to lower the emotional stakes for them to take the next step. And then we want to make it super easy to take the next step. So on my website, you can click one button to schedule a phone call and get on my calendar. That’s how easy it is because I want to make it as easy as possible so as many advisors out there take the next step. We want to do the same thing for your site. Make a really easy next step for them to take that they can do 24 hours a day, seven days a week.
So here are four simple tricks to a higher converting website. There’s a few things that working with hundreds of advisors I see that convert really well. First you want to state your differentiator. Then you want to have an area where people can see a sample financial plan. That’s essentially what they’re buying. And today, you want to test drive a car, you want to see a sample of what you’re purchasing. You want to have some case studies so that people can understand the types of clients that you help and how you help them. And then you want to make it personal with either a video or a blog post that tells your story so people can understand why you do what you do.
So I’ll go through these quickly. First of all, your differentiator. What one urgent problem do you solve for a specific group? Is it captured in one sentence on your website’s homepage? If not, you want to make that update today. We want people who come to your website to understand exactly what you do. Here’s some examples. Helping business owners retire with true wealth. Retirement planning for certified registered nurse anesthetists. Guiding breast cancer survivors to financial independence. So these are three true life differentiators from my clients that are front and center on their home page. We want the visitors’ reaction to your site to be, “Wow, this advisor will understand my unique situation. They get me. I’m not going to have to explain to them that I work at Qualcomm because they’re a Qualcomm benefits specialist.” We want them to think, “I want to work with this person because they understand people like me.”
Seeing a sample financial plan is critically important. People want to know what they’re buying. So it doesn’t have to be complex. It can just be one button on your homepage that says, “See a sample financial plan.” And then on this site you can see, actually it’s cut off, but on the bottom below that video, they can click to see a sample financial plan. And then it can just be a PDF of whatever financial plan you typically provide to people. Redact all the personal information and have a PDF of a sample financial plan. It’s super easy to get going on your homepage today.
And then case studies. A lot of advisors shy away from these because they’re worried about testimonials. A case study is not a testimonial. A case study is simply a story of why somebody came to you for help and the solutions that you provided. So we’re not talking about investment returns. We’re not talking about specific products. We’re talking about financial planning concepts. So this provides people with an idea of what types of clients you serve and how you help them. So I look at a lot of Google Analytics for the advisor clients that I work with. And when we do case studies, they’re always the most visited page on their site. So you can see at the very top of this list, case studies about how we’ve helped clients got the top view of any page on their site. So they’re really popular. People want to read about this. So give them a few stories to read about.
The first study here on the left is tackling complex executive compensation. And this advisor works with LGBT couples. And so this case study talks about how somebody came to them and they optimized their executive compensation. The second one on the right is managing an unexpected inheritance, and it tells the story of how this advisor helps somebody who got a big inheritance and wasn’t sure what to do with it. And so these are two great case studies that you could feature on your site.
And then the fourth thing to increase your website’s conversion rate is to make it personal with a blog post or a video. And this concept comes from Simon Sinek’s book, Start with Why. You should check out the TED Talk on YouTube or his book when you get a chance. But basically people want to know why you do what you do and they want to know what motivates you. And so this makes a virtual first impression of can they know, like and trust you. What’s your motivation? Why did you become a financial advisor? And that’s the blog post that all of my clients start with is why I became a financial advisor. It always gets tons and tons of views because people want to know your story.
So this is a great video that Steve Hutchinson did. Hutchinson Family Offices, you can check it out on his website if you’re interested. But it tells the story about he grew up with a single mother and he was always poor and he decided he was going to change his family’s life and change the lives of the families that he works with by providing comprehensive financial planning so that nobody that he knows has to grow up as poor as he did. And so it’s a very touching video and it tells his story about why he works so hard for his clients.
Here’s another blog post example, why I became a financial advisor. And this is Ricky Beale out in Los Angeles, California. He has a great story of when he was younger, he was 12 years old and he didn’t get any Christmas presents because his family was too poor. So that experience drove him to do what he does. So it’s a great story and it really resonates with his clients who now understand why he’s so passionate about what he does. So adding these components to your website can really help people connect with you and help people remember what makes you different and why they want to work with you.
So the second step in this process, the six steps, is investing in search engine optimization. And I know there’s a lot of firms out there that probably have emailed you. If you check your spam folder, there’s tons of offers for SEO. I don’t want you to work with any companies out of India that offer first Google page rankings for $800 a month. That’s not how you should be spending your SEO money. So search engine optimization today for financial advisors should really focus on local SEO, and there are things that you can do to give your website credibility in the eyes of Google by registering it with local search engines. So what I mean by that is getting a Google My Business listing so that your website shows up when someone Googles for a financial advisor in your area. It shows up on a map. Your phone number shows up, your website shows up. So this is the foundational SEO things that we need to do to make sure that your website shows up.
The other thing that you do is registering your business with local registries like the Chamber of Commerce, the Better Business Bureau, and this can help drive traffic to your site and helps Google see your site as legitimate. So I actually have a search engine optimization package if you’re interested. Here’s the before and after. So this advisor for the Google search financial advisor in his area, they were on page three. They were number 24 and it’s a small town, so they shouldn’t have been number 24, but they were. And after we did these basic SEO things to register their business, a onetime process, not a high monthly recurring price tag, they were on the first page, the third listing for the financial advisor in their area. And they were showing up on Google maps as the third listing. And so it’s important to invest a little bit of money in SEO upfront every time you move your business because it’s based on your address, and every time you get a new website. You want to make sure that all of your information is up to date.
So the third step is building your call to action. And so remember the point here is to give people an easy next step to take. And so that’s your call to action. That’s a marketing term to describe the step that you want people to take. And so you’re first just going to want to build what you want your CTA to look like. So it could be scheduling an appointment or it could be stopping in to get a free financial plan. But you’re going to want to build your call to action. It should be a landing page on your site. So that means a standalone page on your site that people can go to. It should explain the benefits of working with you. And we want to add it to your online calendar scheduler, which is a really handy tool to have, so that people can click a link and get an appointment on your calendar.
And then you’re going to want to create a custom URL for this CTA page. So for mine, it’s indigomarketingagency.com/offer. So for you it could be your website slash meeting or slash get started or whatever it is. So, that’s what you’re going to want to create on your website. And so here’s some examples of calls to action. So the first is book of 15 minute Q and A phone call, a get acquainted phone call. So that’s good for people who maybe don’t know if they need a financial advisor or maybe they want to interview three financial advisors, and so this is a way for them to do that. Second idea is to take a risk questionnaire. So if you use Riskalyze, that could be your call to action. You could get a social security review appointment. So have people bring in their social security paperwork and do a consultation and go over any questions they have about social security with them.
And then it could be get a free financial plan or request a complimentary business valuation. This is for one of my advisors that focuses on helping people sell their businesses. Or it could be find out how much you’re paying in 401(k) fees. So the sky is the limit for which call to action you create. Just make sure it makes sense to bring in qualified prospects for your specific specialty. And then you’re going to want to create your get started now meeting page. So we’re going to lower the emotional stakes by explaining exactly what’s going to take place in the meeting and then offer the easy next step, 24 hours a day. And so the way to do that is to include your process. So how do you typically start working with clients? Is it, do you have a get started now phone call and then do you meet with them in person? What’s your process? People want to know that so they can understand what to expect.
And then, the big question that people ask is, what do I need to bring to the meeting? Am I going to have to dig up my tax returns for the past seven years or can I just come by myself and that’s, I recommend the latter, that they just come with their goals in mind so that it lowers the stakes of them meeting with you, and then make them dig up all their financial records for the second appointment. Go over the questions that you’ll review so they know the benefits that they’re going to, get answers to what they need to know about social security or whether or not they’re on track with their retirement plan. What are the questions that they’ll have answered when they leave the meeting with you and how to get started now.
So, here’s two example get started now meeting pages. The one on the left is a free introductory phone call. You click and you get on her calendar. And the one on the right is a three things, no strings, retirement plan assessment. And this advisor works with faculty at Texas A and M. And so they do this retirement plan assessment and it works really well for him. They fill out some information about their department, how long they’ve been at Texas A and M, and then they schedule their appointment.
So let’s talk about building effective landing pages for your call to action. So first you’re going to want to have a catchy headline. You’re going to want to include an image, so hopefully it’ll be an image of you or of your office or of your team. And then you’re going to want to explain the benefits that they’ll get from taking this action. Keep it really short and add a get started now button for them to take the next step that hopefully goes to your online calendar.
All right. So the next step I want to talk about is leveraging content marketing. And so content marketing is definitely the least expensive, most effective form of marketing today. And the reason is that it’s inbound marketing. So what we used to do in the past when you would advertise was called outbound marketing. And so maybe you would send invitations for a seminar to everyone in your zip code, or maybe you would do TV or radio ads. Advertising can get really expensive and it’s not as effective as inbound marketing because with inbound marketing, we’re helping people find you when they need you most instead of advertising at people. And so we want to do that with great content marketing. Now, content that earns attention is valuable, current, educational, entertaining and feels gift-like. So we want people to get the information from you and it feels so valuable that they want to share it with their friends, family, and coworkers because they got it for free and it’s incredibly valuable.
So that’s the type of content that you’re going to want to create for your marketing. It should answer your client’s most pressing questions. So think about why most of your clients come to you when they first became a client. What was their reason to schedule an appointment with you, and then create your content around that. And so, for one advisor I work with, it’s the steps that people should take when widowed. He works with widowed and divorce spouses. And so, what are the first steps they should take? So we created this report of the first financial steps for widows to take. And this is something that his clients and his network can share with people that they know who are going through this transition, and it’s a great resource for them. And then maybe they’ll have specific questions that they want to follow up and have a phone call with him.
So the goals of content marketing are to position you as the subject matter expert in your unique field, to give away 90% of what you know, to prompt specific questions about their unique circumstances and to start the conversation, so people read through your content and then of course they’re going to have questions and always be available to answer any questions that people have to start the conversation and start the relationship.
So, step four, stay top of mind with email marketing. Email marketing, like I said before, is going to be the bread and butter of your marketing today. Over 90% of consumers check their email every day. Of course I do. You probably do too. 70% of advisors’ leads come from email marketing and you can email up to once a week to stay top of mind without your unsubscribe rates going up. So what that means is people are not going to unsubscribe to your emails unless you email them more than once a week. And so you can email every single week to stay top of mind with not only your clients but your referral partners and centers of influence who can refer you business.
So here are 10 steps to the perfect marketing email. So the first one, we only want to send one topic per email. The thing that happens if you have a big newsletter that has a lot of different topics in it is that people save it to read later and they never go back to read it. And so we want to make it really easy to consume and palatable. So stick to one topic per email so people can open it and they can read it, they can be done with it and they feel successful, like they’ve accomplished something.
The sender should be somebody that the recipient knows. So use your name, not your firm’s name, but your name. If you have a lot of different advisors in your office, use the name of the advisor that they’ll recognize. Do customized pre-header text to give context. And so that’s at the very top of the email. You can customize that through your email marketing engine to remind them why they’re receiving the email and give them a link to view it in their browser. This is all standard if you use Constant Contact or Mailchimp, which are the two email systems that most advisors are using today. And we want to make sure you have a logo that links to your homepage so that if people forget who you are, they can click through and see your homepage.
And then a headline that asks a question with a power word. So, did you know I run on referrals or are you ready to retire on time or is there more risk in your portfolio then you realize. Whatever the point of the email is, ask a question and make it powerful. And then a relevant graphic image that links directly to the blog post, and then a teaser text that piques interests and links to the blog post. So at the end say, “Click here to read more.” And then a button call to action that goes to the blog post. So the image, the teaser text and the button should all go to the blog posts. There’s three ways people can click through to get to this blog post to read more. And then the social media buttons so people can connect with you online and a discreet footer to include your disclosures and so people can unsubscribe.
So step five, supercharging all of this with social media. So you have your website up and running, you have your call to action, you are sending out marketing emails every week or every month. And we want to get more exposure because you’re creating this great content that’s very valuable. And one way to get a lot more exposure to people who you don’t already know, who you don’t have their email address is to supercharge with social media, and there’s a few reasons why you’d want to do this. The first reason is this is the average minutes per day to social media sites in a month. So people are spending 405 minutes per visitor per month on Facebook, LinkedIn, Pinterest, Twitter. You can tell people are consuming a ton of content on these sites and spending a ton of time on these sites, so we want to be there because it’s another way for you to get in front of people’s eyes and ears.
The other reason is that having optimized social media profiles, a LinkedIn, a Facebook and a Twitter, can help your website with search engine optimization because Google sees that your website is connected to these social media profiles and it knows that you’re a legitimate business, and so it’s helpful for the SEO for your website. It also gives people a little bit of credibility for your business when they see you on Facebook or they see on Twitter or they see you on LinkedIn and they see your professional profile. So you want to optimize your profiles across all platforms so that if a referral comes to you, say your top client tells one of their friends about you and why you’re so great. What if they come across your Facebook page or your LinkedIn profile? Is that as great as your website? If not, you definitely want to make some updates. We want to make sure all of your profiles are optimized on all of the platforms. And I’ll give you some examples of what this looks like.
So this is the same advisor. This is his LinkedIn profile. This is his LinkedIn company page. This is his Facebook business page. And this is his Twitter profile. So you can see, no matter which of these profiles people come to, it’s the same imagery, the same branding and it’s not confusing for them and it all matches his website. So make sure that you customize across all of your social media platforms and then share your content through all of your channels. You can share your content up to daily on social media because keep in mind with social media, it’s not interrupting people. It’s not like an email where people either have to read it or delete it. People are going on social media to kill time. And so they just scroll over your update if they’re not interested.
The way the algorithms work today for Facebook or for LinkedIn is they’re not going to see all of your posts. They’re just going to see the most recent posts. So we want to make sure if someone logs on on a Monday or a Wednesday or a Friday, that there’s recent content that you’ve posted that they can take a look at to keep you top of mind.
Then you want to track your progress with Google Analytics. So this is really important so that you know what’s working and you can double down on the strategies that are working for you. If you’re interested in learning more about Google Analytics for financial advisors, I have a webinar and an online course that you can purchase to take a look at, a deep dive into exactly how to use Google Analytics. It’s really fascinating. I think that most advisors find it interesting to see all the traffic on your website, to see where the traffic came from. Is it coming from Facebook, LinkedIn, or Twitter? And what are people doing on your site? Are they watching your videos? Are they reading your blog posts? Which blog post is the most popular? These are all great things to know. So make sure you’re connected to Google Analytics and you’re tracking your progress.
Now I want to talk about putting all of these pieces of the puzzle together. So we created a great website and we tried to increase your conversion rate, but then with our email marketing, our content marketing and our social media marketing, we’re really dealing with the column on the left, so the traffic to your site. And so we want to increase the traffic to your site and increase your website’s conversion rate to dramatically increase your leads, because remember in the first slide, on the left hand side, there were 300 visitors per month. Well now with content marketing, email marketing, and social media marketing, say we’ve increased that to 500 visitors per month and say we’ve improved your website to convert at a 3% or a 5%. Now instead of those 15 leads that you might’ve had, now you have 25 leads per month, which could make a huge impact on your bottom line year after year.
So, of course you’re going to want to customize your strategy to make sure that it fits your specific demographic and your specialty, but the sky’s the limit for customizing your strategy within the framework of this marketing strategy. So if you want to learn more, I know this was a good overview, but if you want to take a deep dive and learn more about any of these subjects, you can check out my webinars and my exclusive courses at indigomarketingagency.com/courses and if you want to get my free weekly tips for financial advisors, join my newsletter at indigomarketing.com/newsletter. And if you have any questions, you can shoot me an email or send me a connection request or a message on LinkedIn. So let me know if you have any questions. You can email me at [email protected] and I will get right back to you with answers to your questions. I hope that this webinar was really helpful and valuable to you and let me know if you have any questions or if you have any suggestions for my next webinar. Thank you so much for watching and let’s stay in touch.