Money management is a hot topic for Americans looking to retire, whether it’s soon or 40 years from now. Many of these retirement-hopefuls seek the help of a financial advisor and turn to the Internet to assist them in finding the right advisor to manage their finances.
If you are a wealth management company that isn’t investing in digital marketing though, these clients won’t be able to find your business online. By opting for digital marketing for wealth management, you can help your clients discover your company and learn more about the services you offer.
What is wealth management marketing?
Wealth management marketing is the use of online and offline channels to build awareness, attract leads, and generate clients for a wealth management firm. Common channels and strategies include paid advertising, content marketing, and search engine optimization.
Why should wealth management companies invest in digital marketing?
When it comes to marketing a wealth management company, there is immense value in investing in digital — versus traditional — marketing. There are a few reasons behind this logic, including:
- Reach: Online marketing isn’t limited to the location of billboards or distribution of magazines. Businesses can reach users across channels, from social to search to email, with digital marketing.
- Effectiveness: Compared to traditional marketing, digital marketing delivers better customer acquisition numbers and costs. That’s because digital reaches the people looking for your business — versus people driving on a specific road with a billboard.
- Tracking: With online marketing, it’s possible to track which channels, strategies, and campaigns delivered a lead or new client. That tracking allows businesses to make strategic decisions about their marketing spend.
- Flexibility: You have complete freedom when investing in online marketing. If an ad campaign doesn’t perform, you can turn it off instantly and direct your marketing spend elsewhere — that’s not the case with traditional marketing.
How to create a wealth management marketing plan
Before choosing which wealth management marketing ideas to try, businesses need to create a plan. Below, we’ve outlined our recommended steps for creating a wealth management marketing plan:
- Determine what you want to accomplish (ie. acquire new customers)
- Decide how much you’ll invest per quarter and/or year (most businesses invest 7-10% of their revenue into marketing annually)
- Outline who will manage marketing efforts, whether in-house or as the point-of-contact for an agency
- Set up the necessary analytics tools, like Google Analytics 4, or get professional help
- Compare what you want to accomplish with the best strategies (see below) to finish building your plan
For more guidance, check out our guide on creating a digital marketing plan.
4 most effective digital marketing strategies for wealth management companies
The most effective digital marketing strategies for wealth management companies include:
1. Use search engine optimization (SEO) to help more clients find your company
When you do online marketing for financial advisors, you must ensure you include SEO as part of your marketing plan.
SEO is a strategy that involves optimizing your site’s listing in search results to help you rank better, thereby driving more traffic to your site.
When you rank better for more relevant searches, you drive more qualified traffic to your site. As a result, you obtain more clients for your company.
So, how can you get started with SEO? You can either implement your SEO strategy in-house with your team or invest in SEO services from an agency like Digital Media Booster
If you choose to implement your strategy in-house, here are a few things you can do to help your site rank better in search results:
Find and integrate relevant key terms
Keywords play an integral role in helping you rank in search results. When users conduct searches, they use keywords to generate search results that provide answers to their queries. That said, finding relevant terms to integrate into your site copy will help you drive qualified traffic.
To find relevant terms, you’ll need to conduct keyword research. You can use any number of keyword research tools, like KeywordsFX, to help you find applicable terms for your site.
When you conduct keyword research, focus on keywords that contain three or more words — also known as long-tail keywords. Long-tail keywords are best for your site because they are more specific, so you know people searching for them are most likely to need your services.
Once you find your keywords, you’ll want to integrate them into your site so you can rank for them. Be careful you don’t overuse them, as it can lead to keyword stuffing and negatively impact your site’s performance in search results.
Optimize your title tag and meta description
If you include SEO as part of your digital marketing plan for financial advisors, you want to ensure that you optimize your title tag and meta description. These are two core elements of your listing in search results.
Optimizing these elements can help your listing rank better in search results by showing both Google and users that your listing is relevant to their search query.
To optimize your title tag, create a title that’s engaging, descriptive, and includes your core keyword towards the beginning. You’ll also want to keep your title tag within the 60-character limit, so it doesn’t get cut off and look visually unbalanced.
To optimize your meta description, provide a quick summary of what users can expect on your page. Stay within the 155-character limit, and make sure you use your core keyword within your description.
Ensure your site loads quickly
Users don’t want to wait for your site to load — 83% of users expect your website to load in three seconds or less. A slow loading site is out of the question if you want to rank in search results.
You can see how quickly your site currently loads by using Google PageSpeed Insights. This tool enables you to see your site’s current load time on mobile and desktop, plus provides you with suggestions for optimization.
You can improve site load time by:
- Reducing redirects
- Minimize HTTP requests
- Minifying and combining files
- Optimize image file sizes
- Use browser caching
If you aren’t sure how to optimize your site’s backend, you can invest in page speed services to have a team of professionals optimize your site.
2. Use pay-per-click (PPC) advertising to help obtain more leads that turn into clients
If you want to do online marketing for wealth management companies, you need to add pay-per-click (PPC) advertising to your list of strategies.
PPC ads appear at the top of search results for relevant queries — you can identify them by the “ad” tag attached to them.
Running financial advisor ads is an excellent way for your wealth management company to appear first in search results so that clients can find you before your competition.
Check out these tips for getting started:
Identify long-tail keywords for your ad
To get started with PPC, you need to find relevant keywords for your ad. Like SEO, keywords trigger your ad to appear in relevant search results — you want to focus on long-tail keywords that will help you attract qualified clients.
Long-tail keywords are great for PPC because not only do they attract more qualified leads, they also keep your cost-per-click (CPC) low because they have less competition due to specificity.
Use ad extensions
Ad extensions are a great way to include more information in your ads that can entice people to click.
There are multiple extensions you can use, including:
- Sitelink extensions
- Callout extensions
- Structured snippet extensions
- Call extensions
- Location extensions
You can use any combination of ad extensions to help you create a more click-worthy financial advisor ad.
Create a custom landing page
Another critical component of your PPC ad is your landing page. Once leads click on your ad, they’re taken to your landing page to find more information regarding the content in your ad.
Landing pages include information like:
- The price of the product or service
- Images
- More info about the service
- A call to action (CTA) button, like “call now” or “contact us”
If you want to make the biggest impact with your PPC ads, you need to create a custom landing page.
A custom landing page ensures that your audience finds the information they need and stay focused on your ad’s content.
For example, suppose you run an ad for your income planning services. In that case, you don’t want to drive people to a page that talks about your asset protection or portfolio management services in addition to income planning services.
People clicked on your ad solely to learn about your income planning services, so your landing page should only focus on that information.
By creating a custom landing page, you keep your audience focused on why they clicked on your ad. You can provide them with all the information they need to decide about choosing a financial advisor.
P.S. Need help with your PPC strategy or want to launch one? At DMB, we offer custom PPC services tailored to your unique company’s needs, goals, industry, target market, and more!
3. Use content marketing to establish yourself as a financial authority
Digital marketing for financial advisors contains dozens of great online growth strategies — one of those great strategies being content marketing. Content marketing lets you share your knowledge with your audience to establish yourself as an authority in your industry.
Whether people rely on you to manage their retirement plan or their assets, they need to feel confident that you know what you’re doing and that you’ll help them make the best choices. You need to build trust with these potential clients — creating content is one of the best ways to do that.
Content creation enables you to share information on topics that matter to your audience. You can deliver your content in multiple formats, including:
You’ll want to focus on platforms where your audience spends their time.
Once you identify your platforms, you can start posting content. Here’s how you can get the most from your social media marketing strategy:
Post content often
Social media marketing is another digital marketing strategy that requires consistent posting. Since your audience follows dozens of family, friends, and businesses, you need to post often to ensure they see your content. A social media calendar can help ensure you post frequently.
Engage with your audience
When people comment on your content or send you a private message, reply to them. Engagement is critical for building relationships with your audience, so you want to focus on answering their questions or providing additional commentary to their comments.
Use a social scheduling tool
If you want to save time, using a social scheduling tool can enable you to post your content in one shot instead of posting it each day. You can use a tool like Hootsuite or Buffer to help you schedule your posts a month in advance and save you time.
Get started with digital marketing for financial advisors today
Now that you know the strategies you can use to do online marketing for wealth management companies, it’s time to launch your strategy! If you find that you don’t have the time to dedicate to building your plan, you can rely on the experts at DMB to handle your marketing for you.
We have a team of over 500 marketing pros that know the ins and outs of digital marketing for financial advisors. As a full-service digital marketing company, we offer everything you need to grow your company online.
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