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 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.