What do you get when you combine your financial services firm with inbound marketing? A perfect match! It is a struggle for professional financial advisors to gain consumers' trust. In fact, only one in five Americans trust their financial advisor. Now's the time to refocus your approach if you want to attract and retain clients for the long haul - the inbound way.
Inbound marketing methods draw customers to financial services and products through published content via social media, landing pages, blog posts, search engine optimization, and more. If you're a financial professional looking for inbound tools, here's how you can patch the trust gap between your firm and consumers.
- Develop A Strategy
By now you're aware that content is key to engaging and converting customers. But first, in order to yield results, set clear goals and size up whether you have the resources necessary to achieve them; 73% of organizations reach out to marketing experts to carry out their content strategy. When developing your personal presence online through consistent blog posting and social media engagement, a good rule of thumb is to avoid publishing anything misleading or making recommendations/endorsements that will cause any social confusion. Be authentically you. It's also important to clearly define your target customers (buyer personas) and objectives for your ROI to truly be able to measure your success. After all, you don't want to miss out on the celebration that comes with knowing you have achieved your goals!
- Keep It Casual
While the use of financial terminology might seem like an image booster, you actually run the risk of alienating potential clients. So, drop the financial jargon and focus on delivering educational content with the aim of gaining consumer trust as you set yourself apart from the competition. Keep your content clear, fresh, objective, and most importantly, valuable.
- Engage With Your Followers
It's the social era! Online, that is. So get in on the fun! About 43% of financial professionals identify a positive ROI via their social media use, according to American Century Investments. Social media tools such as Facebook, Twitter and LinkedIn are fueling constant growth, especially as mobile apps. Take Facebook, for example. Create a fan page for your firm and ask your existing clients and personal Facebook friends to "Like" and "Share" your page. In this way, you're creating a domino marketing effect by garnering a following that refers your services to strangers and friends who eventually become your fans and promoters.
If you're still doubting the power of social media, consider this stat: 31% of all referral traffic to websites comes from social media networks (Forbes). Once you do the math and conclude it's worth it, proceed with this same technique for your firm's Twitter page and other social media channels. Keep in mind that your social following is the means through which you'll create nurturing relationships with existing and potential clients.
- Increase Conversions
Inbound marketing is all about converting website visitors into qualified leads. Capture leads through strategic tactics such as adding calls-to-actions at the end of every blog post or article you publish. This will invite visitors to take action to your offer whether it be an eBook, whitepaper, or a free consultation. If your visitors appreciate the quality of your content, many would be happy to give their contact information in exchange for more valuable content in the form of resources. Such promotional tactics in an effort to gain a competitive edge will ultimately guide prospective customers down the sales funnel and drive ROI to your business.
The Bottom Line
As you consider new ways in attracting and retaining more clients, it's important to note 70% of people would rather learn about products through content and 68% of consumers spend time reading content from a brand they’re interested in. A great way to start your endeavor is by making a list of five valuable pieces of advice or information that you think your target audience might find useful and create content around those topics, adding to your idea list as you go.
