Everything you need to know about RIA digital marketing in two minutes.
Financial Advisor Digital Marketing
Digital marketing uses the Internet to build brand awareness, produce website traffic, and generate more leads for your RIA firm.
The dominant force on the Internet is Google. That’s because Google is responsible for 72% of all search traffic. If you want to succeed on the Internet, you must understand and play by Google’s rules.
Your number one goal is Internet visibility so your firm is easy to find when people enter various keyword combinations in the major search engines. FYI, 62% of search is based on verbal commands from mobile devices.
Blog articles, pillar pages, social media, infographics, videos, and local SEO (Search Engine Optimization) create visibility. And the more relevant content you produce the easier you are to find.
The ideal digital marketing strategy begins with assessing the types of clients you most want to work with.
To attract the right visitors, your financial advisor website should focus on those ideal client types, including appropriate messaging, imagery, and design.
What your ideal prospects find on the Internet must be valuable enough to visit your website to learn more about your content and your firm.
Specialization is one of the keys to success when you market your firm online.
Website Conversion Rates
The third component of a productive digital marketing strategy is the conversion rates of websites. That is, converting visitors who are reading your content into leads (seeking advisors) and contacts (seeking information).
What they see on your website has to convince them you are what they are looking for (leads) or you have the expertise to produce the content they are reading (contacts).
A contact becomes a lead when the person is ready to start interviewing financial service providers.
The Two Way Street
The Internet is a two-way street in the sense it has created a major new way for sellers to market their services to buyers.
And, at the same time, the Internet has made it much easier for buyers to find, research, and contact sellers. And, the buyers can maintain their anonymity until they are convinced they are contacting the right sellers.