Are your digital marketing efforts working? Digital marketing matters since your prospects will search online to learn more about your firm.
Your social media, email campaigns, paid advertising, search engine optimization and any content on your website — all delivered through computers, phones or tablets — are digital marketing.
Today’s consumers are going to “Google” you to read about your firm and your reputation before they even make the decision to call. This is why you need to maintain your online presence, not leave it to chance. You must know how your prospects and new clients find you. What are they searching for when they come across your website? Use the free tools below to begin answering these questions and discovering how to manage your digital marketing.
Google Analytics lets you view how your viewers found you — either through “organic” keyword searches or referral websites of partners. By placing a free code in the backend of your website, you can visit the Google-provided site to see detailed data on the sources and behaviors of your website visitors. Reviewing this information regularly can confirm you are being found where and how you want to be found or nudge you to make some adjustments.
You can sponsor key words, which is a paid advertising campaign, also known as Google AdWords. There are many tools to research trending financial keywords. You can learn what keywords are competitive and what the typical bids may be. Even if you choose not to use paid advertising, the free tools that are provided are still essential for choosing organic keywords and content to use on your website, blogs and in email campaigns.
Search Engine Optimization (SEO)
You can place keywords throughout your website to make your site is more receptive to certain search terms. This organic search method makes it easier for your target market to find relevant content on your website. The same keywords should also be used in the website page titles— “meta tags” on the backend your site — and especially on the most important pages of your site, especially those focusing on your products or services. Repeat relevant keywords. Do you switch up the phrasing in order to capture how someone may actually type when searching? Prospects will search for not only your firm’s name or “financial practice, location,” but also “financial advisor who focuses on newly married couples, pre-retirement or college saving goals.” There are many search terms that may define your firm’s unique capabilities, and it will be important to go through the exercise of understanding your firm’s value proposition and the keywords that best describe your firm before writing your search-friendly website.
Today’s consumers want to buy and not be sold — even by their financial advisor. Digital allows you to lead them where their interests take them. Your website is the hub of your online presence where all digital marketing will lead.
Take this opportunity to tell a story by using words for which your target market is digitally searching. Use the free tools that Google provides to your advantage to create a complete online presence that prospects will find:
- Begin with Google Analytics to understand the current situation.
- Second, turn to keyword planner tools to learn how your target market is searching.
- Third, take the time to test the keywords through paid advertising campaigns to determine what works best for your firm.
- And finally, put these keywords into the copy of your website, your blog and your email campaigns so that you know your audience will be interested in what you have to offer.
Find what’s unique to your firm and use it to lead qualified prospects to your door.
By Chrissy Kelleher, Marketing Manager, firstname.lastname@example.org