Financial advisement has long been an industry that depends on referrals and social connections to build successful leads and conversions. People want to know they can trust the person handling their money, and it’s impossible to blame them.
Because of this past trend, many financial advisors do not obtain all they can receive out of new technological advances online, especially when it comes to digital marketing. With the rise of internet availability, mobile-friendly online businesses, and accountability with reviews, many users now turn to the internet to find trustworthy financial advisors.
Do you use all digital marketing strategies available to grow your financial business?
Search Marketing
Search Marketing is a tactic companies use to boost their presence on search engines and is their first attack plan for Google ranking. Perhaps you have wondered before, “What happens if I Google my business?” That line of thinking is the spirit behind search marketing: to know that the results that appear from a search engine can affect your business.
So what if we told you that you could optimize your presence online so that your business appears higher in search results? Sounds too good to be true, but it is possible with some research and content creation from an experienced digital marketing agency. Your business can grow from SEO in no time without funneling thousands of dollars into your marketing budget.
Understanding Intent
To understand search marketing, you need to know that it is very different from traditional marketing strategies. Marketing in the conventional sense means advertising to a wide-open market of people who may or may not need your product at all. However, with search marketing, you cater to people who already search for your product and have appeared in their search rankings because they have searched a keyword in your area of expertise.
Understanding intent is a game-changer for marketing because you do not waste time, money, and energy advertising to those who have no chance of becoming leads. By the time they get to your business, they’re already a potential client, which is facilitated by SEO.
What is SEO?
Search Engine Optimization (SEO) is the industry term for strategies to achieve higher rankings in search engines. We all know from experience that a Google search returns thousands of options, but people rarely click on links beyond the first page. Therefore, the first page is where you want to be. Otherwise, your online presence will not work unless someone types in your specific URL.
There are many different elements of SEO, but the ultimate goal of them all is to increase traffic on your website and improve the quality of visitors. When you utilize SEO, you not only find people who search “Financial Advisors” but those who are search for any related terms or financial issues they may have. SEO is an excellent tool to research clients who would have otherwise never heard of your company.
So how do you implement SEO?
Categories of SEO
You may not consider yourself a digital guru, and you may not be aware of how search engines work or that there are algorithms behind search results. If not, you are in good company; most people don’t. But that does not mean you cannot learn, understand and use SEO. There are several different SEO categories, and when you use them they will help you increase the quality of your online presence and traffic on your website.
On-Page SEO
On-page SEO is the first step towards optimizing your online presence. On-page simply refers to the content that is found directly on your website. If you do not have a quality website, then website design is your number one priority. You cannot increase business from the internet without one.
Optimizing website content means you create written content on your page and use commonly searched keywords. There are many programs online available for keyword research to help you establish what keywords you should be use to rank higher for your specific business.
Make sure that you add the correct keywords can be the difference between one hundred and a dozen views. For instance, the keyword search “Financial Advisor Arizona” may be searched hundreds of times, while “Arizona Financial Advisor” is only searched a dozen. Don’t miss out on potential leads because of flipped phrasing and other SEO mistakes.
When you design a website with great content optimized to rank high in search engines, you can quickly increase your site traffic. Many companies use keyword rankings by creating many web landing pages, using meta descriptions, or writing blog posts that rank for different topics in their industry. Any content that will rank in google to drive users to your website is a good use of SEO.
Off-Page SEO
Off-page SEO refers to when you network with other websites. Ranking in a search engine algorithm is not only about the content you provide on your website but about whether other websites in your realm of experts believe that you are a reputable source of information. When other websites link to content on your pages, search engines see this as a “vote” or “recommendation” for your content.
It matters, though, where you get this “vote.” Quality backlinks to your content by high authority websites, which provide vast content and are widely known, will give you better rankings than lesser-known sites that algorithms flag as spam.
How do you get other websites to link to your content? You have several options. First off, as you write high-quality content, other websites in your field may choose to share your information.
For a more direct approach, you can reach out to other businesses in your field, such as CPAs and attorneys that you do business with, and offer to advertise for them in return. You can also get creative and contribute to guest posts on well-known industry blogs or social media pages.
Work within your industry to reach your target audience and focus on the quality of links, not quantity.
General vs. Local SEO
Another SEO puzzle piece is marketing towards a general or a local audience. Optimizing website and content for a local search is vital if you want to reach local clients, as is often the case with small business financial advisors.
Most content that is generally informative does not need to be localized, but if you wish to draw specific clients in your area, it is crucial to include modifiers in your text. For instance, “Financial Advisors in Phoenix” will rank higher for clients who search that term in Phoenix than the simple term “Financial Advisors.” Adjusting these terms helps tailor the user experience, making it easier for potential leads to find you in the sea of information.
Sting Marketing and SEO for Financial Advisors
When you understand the benefits of utilizing SEO for your financial advisement business, it will grow tremendously. However, an expert financial digital marketing agency like us can put your business growth on autopilot and help you sting like a bee.
Financial Advising is your expertise; SEO is ours. We have a team of experts who spend dedicated time researching search engine algorithms, tweaking website keywords, and reevaluating website rankings. We do not expect that you will become an expert overnight. We are the experts for you!
If you are ready to take advantage of SEO for financial advisors, call to Speak with a Growth Strategist at 888-858-7776 or filling out our online contact form.
