Internet Marketing For Financial Advisors – Since Financial Advisors often run small businesses and outfits, they share a lot of the same concerns with small businesses in general, and Internet marketing is no exception to this trend. In fact, financial advisors looking to take advantage of Internet marketing through online advertising, aka, pay-per-click (PPC) or SEO can take a lesson or two from their business size peers. Here are 7 Internet marketing tips financial advisors can use to effectively blend PPC and SEO for stellar results:
1.There’s no need to choose
Many advisors look at SEO and PPC and beg question as to which one works better. This is thinking in a silo. Instead, both tools can be effectively blended to generate business and brand development. Whether it is the use of PPC via Google AdWords, or on/off page SEO, both can be relied on simultaneously to make consumer connections. That said people like to defer to singular choices versus taking a multi-prong approach. It’s often an easier way to understand something unfamiliar. However, once both tools become clear in how to use them and gain benefits, it only makes sense to attract consumers with an effective blend of the two.
2. Budget constraints
Starting off as a new Financial Advisor business will often dictate or limit efforts, including those associated with online marketing. So, if there has to be a choice, it’s okay to start off with just SEO tools or PPC instead of both if the cost together is prohibitive. Just don’t forget that a multi-pronged option is possible when more financial resources become available later on.
3. Don’t disregard PPC
Many small business owners often focus on SEO as an online marketing tool because it seems to make more sense. Keyword phrases are planted in content to drive search engine results and bring a query to a landing page for the business. It’s a fairly logical, linear formula when SEO works. PPC tends to be shunned because business owners presume consumers won’t click on old-style banner ads anymore. In reality they do if the messaging makes sense and catches interest.
Additionally PPC offers an advantage because results can be tracked near real time. Often when launching a new campaign for a client I will monitor the results on an hourly basis and make the appropriate changes.
4. Think about timing
PPC is fairly easy to implement on a technical level. A Financial Advisor or the PPC agency she hires can setup Google AdWords within a few days, going active and functional in less than a week. SEO work, on the other hand, can take weeks and months of preparation, as the most effective SEO requires lots of good information content, a following, and lots of linking. Not going through the effort means a business won’t see a high ranking versus other competitors and companies using the same search terms, even if they are not in the same industry.
5. Have a great landing page
All the effort and attention towards driving traffic with SEO or PPC can easily allow a business owner to forget what really matters – relevant content in the form of a good destination for people to go to. The end destination, or landing page, needs to fulfill the promise of the ad so that when consumers do arrive, they find the information they were expecting. Without properly structured landing pages all the potential customers you attract via your online advertising, and SEO efforts will likely become frustrated.
6. Change is good
New players in SEO and PPC get caught up in a few keywords and then expect the magic to last forever. In fact, a portfolio of keywords that are regularly updated often work better for both tools. People, trends, and needs change. Financial Advisors, need to anticipate these fluctuations over time and adjust for them. Otherwise, someone else picks up the traffic because they made the needed keyword changes first.
7. Measure everything
Lots of effort can be spent on online marketing, but as any good Financial Advisor knows, the proof is in the pudding of real time results. While SEO and PPC can easily generate traffic when used correctly, a business should still measure and track results against established goals.
To measure results we strongly recommend installing Google Analytics on your website. In addition to analytic tools like Google’s, HubSpot offers an all in one tool to really ramp up inbound marketing for Financial Advisors.
There is no question that Financial Advisors should look at PPC and SEO use as a blended approach, versus a singular online marketing approach. That said, specific business situations might require different levels of involvement and assessment of results. Financial Advisors who make a point of regularly using, reviewing, and adjusting iterations of their blended online marketing plan will often find better results in the long run. But never, never and never take Internet tools for granted. SEO and PPC both need ongoing interaction to remain effective, even in financial advising businesses.
If a business can’t dedicate the resources needed for ongoing support, a PPC agency hired for the work can do so instead. A qualified PPC agency with the requisite experience can easily help a Financial Advisor get started, expand marketing reach, and maintain impact on traffic with ongoing review and changes as needed. So there’s no need to struggle with SEO and PPC tools alone; a PPC agency contract can solve the support deficit quickly as well as help a business develop a multi-pronged approach as well.