12 Reasons Why Advisors Should Do Inbound Marketing

12 Reasons Why Advisors Should Do Inbound Marketing

Inbound marketing seeks to help investors find you through informative blogs, eBooks, email marketing, infographics, and other content.

Here are 13 inbound marketing stats that show why inbound marketing is an effective low-cost marketing tool for generating leads – and raising capital:

1. Most business buyers (93%) used Google search (or Bing or Crosby or whatever) to begin the buying process.

That leaves about 7% of us who begin research by asking friends or family for referrals, or by letting their fingers do the walking with the Yellow Pages. If you’re building and distributing targeted inbound marketing campaigns, your prospects will find you through the search button. Source: Marketo.

2. Companies that blog, says HubSpot, typically received 97% more inbound links.

What are inbound links? Inbound links help Google determine the relevance and authority your web page carries regarding a set of search terms.

3. Articles with images got over 94% more views than those without an image.

Source: social media expert Jeff Bullas. Your clients invest with their eyes. A telling image may give your blog post the motivation viewers to click.

4. Eighty-eight percent of B2B Marketers cited case studies as the most effective form of content marketing. (Source: Content Marketing Institute). Case studies showcase success stories. Investors want to know that you know your stuff.

5. Eighty-six percent of TV watchers don’t watch ads.

People skip ads. Is this surprising? What’s more, 44% of direct mail is never opened, said Mashable, leading digital media company.

6. Eighty-four percent of B2B marketers used social media.

Is it critical to focus your limited marketing budget on the distribution channel that best makes money? You betcha. If you haven’t built a LinkedIn company page yet, now may be the time to start. (Source: Aberdeen Group).

7. Eighty percent of business decision makers prefer to get information in a series of articles versus an advertisement.

Investors place more stock in eBooks and blogs than in ads and taglines. So says Exact Target. Ebooks can make you an expert. This requires relevant and informative content, content, and…more content.

8. Seventy-nine percent of marketing leads, said MarketingSherpa, never convert into sales.

It’s important to provide lots of content via a lead nurturing campaign. When your prospects are ready, they should have a better understanding of how your firm can help them solve a problem and/or fulfill a need.

9. Inbound marketing generated 54% more leads than traditional paid marketing methods.

Inbound marketing is designed to help your investment firm get found -without the interruption of typical print, radio, or TV advertising. It’s about organics – organically attracting your best prospects and nurturing those contacts that engage with your resources and content. Source: HubSpot in their State of Inbound Marketing Report for 2015.

10. Targeted emails built 18 times more revenue than broadcast emails.

Do you segmenting your contact database and creating content specifically them? Jupiter Research reports that the majority of consumers believe that organizations providing custom content are genuinely interested in building good relationships with them. Lesson: make the most of the data you collect via your landing pages.

11. Marketers who have prioritized blogging were 13 times more likely to enjoy positive ROI from inbound marketing.

A company blog helps to build trust with your audience. (Source: HubSpot.)

12. Nurtured leads make 47% larger purchases than non-nurtured leads.

That’s even more reason to cultivate relationships with nurtured prospects. Forrester reports companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. (Source: The Annuitas Group.)

13. And finally, inbound marketing costs 62% less per lead than traditional outbound marketing.

Why? While paid advertising can be a terrific tool, over time your firm may boost your budget simply because your are not paying for pay per click advertising.

Frank Serebrin
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Frank Serebrin is President and founder of Serebrin Partners. Frank oversees the creation of content-driven inbound marketing for Registered Investment Advisors, financia ... Click for full bio

Most Read IRIS Articles of the Week: July 17-21

Most Read IRIS Articles of the Week: July 17-21

Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, July 17-21 2017 

Click the headline to read the full article.  Enjoy!

1. Is Alternative Beta the New Fixed Income?

The fee debate raging across mutual funds has long since seeped into hedge funds. Certainly the direction of travel on hedge fund fees was already downward, as strong industry competition and underwhelming performance have taken their toll. — Yazann Romahi

2. The 5 Big Questions for the Second Half of 2017

Equity markets continued their strong run in the second quarter of 2017, thanks to the global economy hitting its stride and registering the fastest level of growth in six years. For the first time since 2011, the U.S. is no longer the only shining star as economic momentum picked up across the globe. — Sonu Varghese

3. Smart Beta ETFs: The "Dream Diet" for Your Portfolio

What’s powerful about Smart Beta is that it allows investors to target very specific factors to create an ideal portfolio based on a given asset allocation.  — Salvatore Bruno

4. D‐O‐L = Confusion, Frustration, and Finally Reluctant Acceptance and Hope

At almost every financial and insurance conference we’ve attended in the past year, sessions to discuss the Department of Labor (DOL) Fiduciary Rule have been among the most popular. — Merriah Harkins

5. How To Hold A Stress-Free Money Conversation

In researching high growth professional services firms we made an eye-opening discovery. Those firms that did systematic business research on their target client group grew faster and were more profitable. — Michael Kay

6. 12 Financial Truths (Including Some You Won't Like)

We live in a noisy world where wisdom is hard to discern.  Here are a dozen financial truths honed from more than three decades of observation. — James E. Wilson

7. Are You Responsible for How Others Take Your Actions?

If you keep getting the same actions or responses from your interactions, it is most likely you that is the problem.  Stop blaming others for your issues. — Matthew Halloran​​​​​​​

8. 4 Surefire Ways to Enhance Your Influence

Being influential through your verbal and non-verbal communication Monday to Monday® requires deliberate practice. You can’t read how-to’s in a book or rely on your title and comfort level to be influential. — Stacey Hanke​​​​​​​

9. How Business Owners Allow Coffee Shops to Waste Time and Money

We all search for the least chaotic place to work and think. However, your location could hurt your productivity. Here’s why…. — Jennifer Goldman​​​​​​​

10. Four Simple Tricks to Find Your Passion That Work Every Time

You’re supposed to have a single burning passion, right? To feel this incredible drive to do this thing that you love. — Alli Polin

11. The Greatest Disrupter to Your Future Practice Will Be Your Clients

Real innovation, and real disruption, will be concepts and methods which “do new things that make the old things obsolete”. — Tony Vidler

Douglas Heikkinen
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IRIS Co-Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues ... Click for full bio