Written buy: Paige Jones
More website traffic = more leads. A perfect website is the first step, but in order to convert more prospects from your advisor site, they have to get there first. In a concentrated industry like financial services, it can be hard to convince prospects to choose to visit your site over a competitor’s. However, there are a few ways to make your advisor website stand out in the crowd. Use these five tips below to help increase traffic to your advisor site fast!
1. Start a Blog
In a world of social media and SEO, content is king. It’s crucial that you’re consistently creating fresh content to improve your search rankings, build a good reputation for your firm, and keep your clients satisfied. The more content you put on your blog, the more you have to share across other channels to drive more traffic to your advisor site. Plus, Google has more content from your website to crawl and index.
Your blog should provide valuable, informative content for your niche to build trust and show thought leadership. Below, Twenty Over Ten client C.L. Sheldon frequently blogs to give financial tips specific to their niche of military professionals and their families.
If you don’t have any room in your day to devote to blogging, there are plenty of resources to help you out. At Twenty Over Ten, we created Content Assist to assist financial advisors in creating blog posts specific to their audience and firm. Users are able to choose blog posts by category, load them into their website, and then edit and further optimize the content for search engines.
2. Publish Content Outside of Your Website
A blog is a good first step to driving traffic to your site, but you should also be creating content on other platforms. Being active on social media and sending email newsletters are easy ways to plug your advisor site and blog content.
If you’re not already on social media, what are you waiting for? Being on social media gives you access to 3.196 billion active users. We recommend at least starting with the big three: LinkedIn, Twitter, and Facebook at the very least. Posting regularly on these channels gives you endless opportunities to promote your firm and website. For example, you can post a link to your latest blog with a catchy caption and graphic. Additionally, sharing third-party content and tagging the provider is a great way to connect with other leaders in the financial services industry. The more you put your name and content out on social media, the more people will click on your website.
Overall, creating content on social media will show you’re a thought leader and a trustworthy firm. However, social media can only be helpful if you’re consistent and engaging, so be sure to set up an editorial calendar or use a scheduling service like Hootsuite to stay ahead of the game.
Email newsletters can also be a great way to remind potential clients to revisit your site. Use landing pages to target people visiting your site that want to learn more. There are tons of email service providers to choose from to start your newsletter, but we love MailChimp at Twenty Over Ten. Aside from driving traffic to your site, your newsletter can offer valuable resources, showcase your expertise, and build trust with prospective clients who may not be ready to work with you quite yet.
3. Guest Blogs
Now you know that blogging is essential for increasing traffic. However, consistently blogging by yourself can be time-consuming. Inviting credible industry leaders to write a guest blog on your site can save you time and energy. Introducing another voice also gives extra zest to your content to keep your readers engaged. Guest blogs don’t only benefit you… they also benefit the guest blogger, so they’ll likely jump at the chance to contribute.
Only 6% of marketers publish the majority of their blogs as guest blogs, so taking advantage of it is a great way to give yourself a step up on the competition. At Twenty Over Ten, we invite leaders in the financial industry to write for our blog once a month. Our latest guest blog was by Zoe Meggert, the founder and author of Perfectly Planned Content. Zoe’s expertise in marketing the financial services industry saved us some time and, more importantly, created valuable content for our clients.
4. Obey SEO Rules
SEO, or search engine optimization, involves a range of activities that you can execute on your own site to make it more accessible and searchable. It’s a free way to increase your brand awareness and, if done right, it can drive a ton of traffic to your site.
A good SEO strategy involves internal and external links, proper headers and tags, keywords, putting out fresh content for your clients, and more. We can’t get into the nitty gritty details of SEO tactics in this blog, but we recommending starting with our free SEO Kit! It will give you tips on how to use tags, how to setup and navigate your Google Search Console, and more.
Even once you’ve won a good ranking, your SEO can slip. Get in the habit of doing an SEO audit every so often to see what needs to be tweaked. Tools like SEOptimizer and Screaming Frog can help you find and fix broken parts of your strategy.
5. Check Your Analytics
Like any part of your business, these digital marketing tips are an investment of time and money that you don’t want to waste. You should incorporate audits into your routine to see what’s working, and more importantly, what needs to be tweaked. At Twenty Over Ten, we’re huge advocates of Google Analytics to check on your advisor website.
There are over 10,000 metrics that you can track on Google Analytics! Yep, you read that right. Google Analytics gives you access to a range of valuable insights to determine your website’s performance. You can track metrics like who is visiting your site, where they’re coming from, and how long they’re staying. Keeping up with this can show where your success is and what you can be doing better!
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