Inbound Marketing for Financial Advisors

Developing and promoting blog articles is an integral part of Inbound Marketing. The right blog content impacts your:

• Visibility on the Internet
• Traffic to your website
• Credibility
• Conversion rates

If you want your content to rank on page one of Google, you must play by four Google rules that impact the organic ranking of your articles:

• At least 1,000 words
• Original content
• Consistent flow of new content
• People must read the articles

You can write the articles or a Digital Marketing team of expert professionals can write the articles for you.

The production of high-quality blog articles is a multi-step process. You should:

• Manage an editorial calendar
• Research keywords, headlines and topics
• Write and edit original articles
• Select appropriate graphics for each article
• Make compliance revisions as required
• Add your biography and backlink to your website
• Optimize articles for maximum Internet exposure

When advisors write articles, all too often they focus on topics that interest them. However, the best content will be about topics that interest their ideal types of clients. The best content will be about solutions for investor pain points.

Read our blog articles:

Marketing for Financial Advisors: How Important is Blogging?

Repurposing Content: One of the Best Marketing Tips for Financial Advisors

Content Curation Can Increase Lead Generation for Financial Advisors

Social media should be an important part of your Inbound Marketing efforts. Not only are they often free ways to advertise your firm and your services, but they have proved to be very effective ways of marketing for financial advisors.

It takes specialized knowledge and skills to build a substantial social media presence for RIAs who want to make the Internet an important source of new clients.

Social media efforts should increase your brand recognition through:

• Organic social growth
• Paid social traffic

It should also:

• Establish you and your firm as subject matter experts on specifics topics that are important to investors
• Connect with social influencers who can help you reach more potential clients
• Create brand awareness among followers
• Build relationships through engagement
• Increase your website exposure (traffic)
• Directly influence leads and conversions

Read our blog articles:

Financial Advisors: How to Create Social Media Posts That Get Noticed

Tips from the Pros: How to Use Social Media Marketing for Financial Advisors

A persona is a representation of your ideal client. Many firms have more than one. Ideally, your entire marketing strategy will be based around your personas so your website, blog, and free offers all focus on the target clients you wish to work with.

An Example of a Completed Client Persona: 

Client Persona: Frank Founder
Background:
President and founder of Founder Manufacturing which he founded 30 years ago
B.S. degree in economics
M.B.A. Business Management
Married 35 years; three children; six grandchildren

Demographics:
Male
Age 60
HH Income: $350,000
Net Worth: $8.7 million
Lives in suburban, single-family home

Goals:
Successful transition into retirement
Create a business succession plan
Expand financial and volunteer contributions to community and charity

Hobbies/Interests:
Spending time with family
Skyping with children and grandchildren
Community activities
Reading financial blogs
Golf

Challenges:
Finding more time for family
Recruiting new talent to keep the business growing
Staying on top of technological advancements in industry

Biggest Fears/Concerns:
Losing valuable employees before or during business succession
Watching the business falter or fail after retiring
Not being able to leave a legacy for the family

Preferences:
Reads personal emails in the evening
Wants calls returned within 24 hours
Reads both financial publications (WSJ) and financial blogs
Will conduct own research before making financial decisions

Remember, Frank Founder is a composite of all the data and information you gathered from your research on your ideal client. If your research was extensive enough – pulling data from client files and interviewing existing clients – you can be confident that your persona is an accurate representation of your target market.

Your client personas form the narrative that frames all communications with your target audience segments. They provide the context around which all your content is developed, including your web content, your blogs, your presentations, even your elevator pitch. You can use your client personas to create a more sharply honed message that will resonate with your target audience.

You can use these personas to:

• Refine your presentations
• Create more compelling topics
• Create appropriate blog content
• Design your web marketing strategy

The goal of creating client personas is to humanize your ideal client, so you can give your content the proper context and tailor it to the audience segment you are trying to attract. It does take some time and effort; however, it will give you the ability to narrow your focus and channel your resources for the most effective and profitable use of your time and effort. If you don’t have the time or interest in making a client persona, there are marketing agencies that will do this for you.

Read our blog articles:

Who’s Your Audience? Marketing Financial Planning Services to a Specific Persona Gets Better Results

Financially Focused Inbound Marketing Agencies Do More For Advisors

What Does That Mean? Financial Advisor Marketing Terminology Explained