3 Essential Inbound Marketing Elements For Financial Advisor Websites
Inbound marketing, also known as pull marketing, is a system of marketing activities that draw in prospective clients and convert them into leads.
I often speak with advisors who have never created or converted an inbound lead. The thing they all have in common is that their websites lack the following three essential lead generation elements that should be the foundation of an advisor’s inbound marketing strategy.
Newsletter Sign Up
Newsletters are a terrific tool for keeping your clients, prospects and business associates updated and engaged with your latest news, insights and offerings. For newsletters to be effective, however, they require a growing subscriber base. Your website should have a simple subscribe form on the homepage and throughout the site.
To add one to your website, see if your CRM program has a plugin available. If not, create a simple form on your site that allows you to collect and manually add subscribers to your newsletter list.
Downloads
Downloads are a great way to leverage content while collecting visitors’ contact information. The most popular downloads are often eBooks, whitepapers and infographics. While many advisors are wary of the time and resource commitment such projects require, working with a creative agency can make the process simple and produce excellent results.
Once the content is created, it should be featured on the homepage and include a download form for access that includes name, email and whatever additional information will help you qualify the lead.
Call to Action
A website lacking a call to action is a joke with no punchline. Too often I see advisors rely on a small “contact” tab as the only way for visitors to get in touch. A contact form with a call to action, such as a “free consultation” offer or other complimentary service, is a convenient way for visitors to express their interest.
A call to action should be prominent and to the point. It should include a verb, personal language and urgency to maximize results.
Brian Hart is founder and president of Flackable, a national, full-service public relations agency headquartered in Philadelphia. The agency, which he bootstrapped in 2014 at the age of 27, represents a national client base of financial and professional services firms. His professional recognition includes Irish America Magazine’s 2019, 2018 & 2017 Business 100, PR News’ 2017 Rising PR Stars 30 & Under, Lehigh Valley Business’s 2016 Forty Under 40 and Adweek’s 2015 PR Industry 30 Under 30.
As founder and president of Flackable, Brian is committed to helping clients reach a new level of growth by emboldening them with superior communications counsel and services. His team’s efforts bolster brand engagement and routinely land clients in top news outlets including The Wall Street Journal, CNBC, Fox Business, Bloomberg, Forbes, Barron’s, US News & World Report, The Associated Press, Reuters and various industry trade press.
Brian is a Temple University graduate with a B.A. in Strategic Communication and a Political Science minor. He began his career as a licensed life and health insurance professional at a broad-based financial services firm in King of Prussia, PA. Prior to founding Flackable, Brian represented a number of leading financial services firms at a public relations agency in New York City and New Jersey.
