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6 Website SEO Pitfalls To Avoid During Your Next Web Project

Are you considering redesigning your website? Avoid common mistakes that can hurt your web presence. The actionable advice in this eBook will help you improve your existing or new website. Download this eBook today!

In today’s digital world, Search Engine Optimization (SEO) is an essential part of driving quality traffic to your website. SEO is the process of making your website rank higher in search engine results. Basically, SEO is a way of fine-tuning your site to target the buying patterns and preferences of your audience to maximize your discoverability.

When designing or redesigning your website, certain activities can derail your efforts to optimize for search engines, and as a result, your website traffic will suffer. Be sure to avoid these 6 common SEO pitfalls during your website redesign.

What are your plans for improving your website’s SEO?  Looking to revisit your website’s SEO process but aren’t sure where to start? We’d love to help. Get in touch with us today! 

Website SEO

How To Drive Sales Using The Customer Buyer Journey

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Buyers are becoming more knowledgeable and it is re-shaping the roles of sales and marketing professionals. What is the buyer journey and how can you leverage it to increase your sales? Why should Advisors care about the new buyer journey? In this e-book, you will discover:

  • • What is the buyer journey?
  • • Strategies to define your client and prospect journey
  • • How understanding the buyer journey can accelerate sales
  • • Actionable steps you can start using tomorrow

Download the eBook today!

Unlocking Digital: How Financial Companies Master Modern Marketing

Our new eBook, Unlocking Digital: How Financial Companies Master Modern Marketing, presents the secrets to leveraging modern marketing and scaling your business via the web.

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It is safe to say that the arrival of digital has taken over marketing. Across all industries lies the challenge of keeping up with evolving digital innovation, customer behaviours and expectations. Although business processes and consumer behaviour has changed significantly, financial institutions have been traditionally slow to change and evolve with consumer expectations. There are, however, legitimate reasons for Financial Services’ resistance to change. Their size, complex back end technology, and the need to comply with FINRA and IIROC regulations, make it difficult to adapt existing infrastructure, regulations, and processes to meet the growing digital needs of their Advisors and clients.

More than ever though, consumers are relying on online searches to learn about financial products and services.  A robust, engaging and humanizing online presence for Advisors and Financial Institutions is a must, but Advisors have been traditionally treated as static brochure sites lacking the interactive features and relevant content required in today’s competitive digital landscape. This is due to both perceived lack of value and the challenges associated with head office marketing and compliance team’s ability to scale their services to large teams.

As a result, many Financial Institutions are playing catch up and have missed the opportunity to increase their reach and impact of marketing campaigns through their front line agents. The Advisor network is the touch point between Financial Institutions and its customers. If Advisors and sales agents fail to unlock digital marketing the way they should, and cling to antiquated marketing tactics, as most do, business suffers. But, as a dealer-broker, you have the power to come to their aid.

But, where do you start?

Where do you start and how can you adopt the emerging trends given the institutional and regulatory constraints? In your line of sight right now is a “must-read” guide. Though it’d be unfair to tell you digital marketing is simple just because we offer a solution expressly built for financial institutions, we will slay the beast by helping you understand:

1) The vital role of the advisor website

2) How publishing helpful content is central to success

3) Where social media comes into play

4) How email marketing is used to generate new business

5) Why digital marketing analytics enables perpetual improvement

6) How automation makes digital marketing processes efficient and effective

This ebook is crammed with secrets to powering and scaling your digital marketing strategy and engagement. So without further ado, download your eBook below. 

Unlocking Digital: How Financial Companies are mastering modern marketing

7 Question Quiz: Are your Investment Advisors Set Up for Success?

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Your Advisors need 24/7, timely marketing support to thrive and survive.

As their marketing leader, you have a tough job on your hands.
You have many and varied Advisors … who serve many and varied clients … in a highly regulated industry.

According to Accenture, the FinTech (financial technology) revolution is upon us. Investment in financial services technology tripled from 2008 to 2013 and continues to grow at an astonishing pace.

This 7 question quiz will help you decide if you are setting up your Investment Advisors for success.  Topics and insights include:

  1. Uh Oh! Compliance!  Are you keeping up?
  2. Do your Advisors feel engaged and supported?
  3. Are you helping to keep your Advisors’ clients happy?
  4. Is your platform missing the boat on the Great Wealth Transfer?
  5. Are you measuring what works – to enable an ever-improving client experience?
  6. What is your risk level from lawsuits, investigation, fines, and damaging PR?
  7. Does your digital platform help grow business, 24/7?

Read on! Click on the eBook below to find out if you are setting your organization and Advisors up for success.

Are you setting your Investment Advisors up for Success?

6 Financial Marketing trends that are taking over the Wealth Management Sector

The role of the Investment Advisor is changing

No longer is the Advisor the only link between the client and their investments. Robo-advisors, investment forums, trading tools and the Internet in general, has become an important part of an investor’s activities. Increasingly, the Investment Advisor is becoming just one of several in influencers. Clients are becoming more con dent and knowledgeable with higher expectations from their Advisors. Providing ongoing and consistent advice to clients, and regular information-rich touch points is becoming more critical.

Key Take-Away for Financial Marketers:  In order to maintain regular contact with their clients, Advisors need to have a roster of tools to make it easier.  As a Marketer who is supporting Advisor’s business and marketing, you need to ensure you are providing the tools to your Advisors that enable them to push out compliant information to clients and prospects.  This includes a dynamic website, compliant emails, and the ability to blog and use social media.

Download the eBook below to discover the other trends that are taking over the wealth management sector.  Topics include:

  1. The implications of social media and its adoption
  2. Brand consistency has become a higher priority but more complex to manage
  3. The role of video
  4. Content Marketing is still going strong
  5. Email is not going away
Financial Marketing Trends

 

What financial marketing trends did we miss? What trends do you think will take over in 2017? Let us know over on @VeridayHQ. For more insights, head over to our blog.

A Business Case for a Digital Marketing & Compliance Platform in Financial Services

The convergence of digital, social, and mobile technology is changing consumers’ behaviours, preferences, and most importantly, expectations. Although consumers’ behaviour is changing, financial institutions have been traditionally slow to change and evolve with consumer expectations.

There are legitimate reasons for Financial Services’ resistance to change. Their size, complex back-office technology, and the need to comply with FINRA and IIROC regulations, make it difficult for them to adapt existing infrastructure and processes to meet the growing digital needs of their advisors and clients.

The Business Case for a Digital Marketing & Compliance Platform in Financial Services

How Financial Advisors can use Content Marketing to Boost Website Traffic

Marketing has evolved tremendously over the past decade – and more importantly, the way we market to people has changed. Today’s consumers make purchase decisions based on research they do themselves, reading online reviews, and building trust over time with an organization. Content marketing may be the most important digital marketing strategy out there today. 

This eBook will get you started on your content marketing journey with actionable tips and tricks for creating an effective strategy. 

How Financial Advisors can use Content Marketing to Boost Website Traffic

Advisors: Learn to Market to your Future Investors

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Millennials are stereotyped to be lazy, entitled, cynical, and glued to our phones (some would call us the “selfie generation”). Others perceive Millennials to be open-minded, engaged and optimistic. As a Millennial, I see this generation as a group of individuals that are driven, daring, opportunistic, and so much more. So, as a Financial Advisor, why should you care?

  • Millennials are the most educated generation (in American history) with over 63% of Millennials earning a Bachelor’s degree (Aabaco)
  • By 2025, 3 out of every 4 workers globally will be Millennials (Aabaco)
  • Millennials make up one third of the workforce (Aabaco)
  • We are worth over one trillion dollars in purchasing power (Bazaar)
  • By 2018, Millennials will have the most spending power of any generation (Bazaar)

As a Financial Advisor, ignoring the Millennial generation means that you are ignoring future and current investors. The future of your businesses could very well lie in the hands (and pockets) of the Millennial generation. So, just how do you reach us?

We are mobile

Whether it’s email, social media, applications, or most importantly web browsing, the smartphone is more than just a phone for the Millennial generation. 78% of Millennials spend over 2 hours a day using their smartphones (CMO). I personally rely on my smartphone for a lot and as a Millennial, there is nothing more frustrating to me then visiting a website that is not mobile friendly. In fact, 30% of mobile users abandon a transaction if the experience is not optimized for mobile (Mobify). So, what does this mean for you?

If you’re an Advisor that is trying to market yourself online and are targeting Millennials, it is important to adjust to our digital preferences. Providing your audience with a consistent online experience across several devices will help you stand out from other Advisor websites. A positive user experience will help you build trust, and increase the likelihood of a user returning to your website. This is also great for improving your search engine ranking (to expand your digital reach) as well as cultivating a winning brand.

We are social

33% of Millennials identify social media as one of their preferred channels for communicating with businesses. To put that number into perspective, only 5% of those 55 and older agree (MarketingSherpa). Whether it is Instagram, Facebook, Twitter, or LinkedIn, we love our social media. Gone are the days where direct mail is the best form of marketing, to Millennials.

As an Advisor, some social media platforms are better suited for you and your target audience. LinkedIn, for example, is a great platform to connect with Millennial prospects because they account for 38% (87 million) of LinkedIn’s user base (SocialTimes). LinkedIn recently conducted a comprehensive survey of Financial Advisors and found that 75% of Advisors who gained clients from LinkedIn stated that they use the site to improve their referral network. So, if you’re unsure where to start, LinkedIn is a great first step to grow your advisory firm’s online presence, strengthen and nurture your relationships, and reach more Millennials.

We crave content

Millennials are 44% more likely to trust experts than advertisements, and 247% more likely to be influenced by blogs or social networking sites (Hubspot). It is much more rare for someone to make a purchase as a result of a smooth salesperson. Yet, if an expert whom they admire and trust recommends a products or service, they’re sold. Lucky for you, you are an expert in your field. But, do people trust you in the digital space? When building relationships with an online audience, that face-to-face interaction is not there to help build trust. So, how can you get people to trust you in the digital realm?

Keep in mind that more than 70% of the buyer’s journey is completed before a prospect reaches out to you. Nowadays, consumers, particularly Millenials, do extensive research about products and services before choosing which one they are going to go with. Our buying decisions are less influenced by repeated exposure to the same message or brand, but rather built off of conversations and information we receive. In other words, we base our decisions off of the content we are exposed to.

Content marketing is a great way to engage the Millennial generation.  This technique means helping to solve, educate and inform your audience on problems they may be facing through content. By providing prospects and clients with readily available information online, you’re able to build a more trusting and valuable relationship with them. If you were to ask me the benefits of a TFSA compared to an RRSP, I wouldn’t have a clue what to tell you. But, just like a lot of other Millennials, I love to learn and would prefer a Financial Advisor that would not only advise but also educate in a non-salesy way. Let’s say I was in a situation where I was picking between two Advisors: one has a helpful, informative blog that helps to answer some of my questions without having to contact them.  The other Advisor’s website is static with generic content about their business.  As a Millennial, I would definitely pick the Advisor providing informative content on their blog.

 

If you are looking to reach more Millennials, you need to ensure that you have a strong digital presence. Remember that we are mobile, social, and crave content. Get started by checking if your website is responsive, sign up and stay active on at least one social media platform, and start blogging. Millennials make up one third of the workforce and soon enough will be worth over one trillion dollars, so ensuring that you reach us digitally is key to the future success of your Advisory Firm.

How Can Advisors Market to the Millennial Generation?

 

How to Avoid the 3 Biggest Blogging Mistakes Financial Advisors Are Making

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Blogging is a great way to keep your clients informed about financial issues, investment opportunities and money-saving strategies. Unfortunately, Financial Advisors can make some blogging “bloopers.” Here are the three biggest mistakes Financial Advisors are making.

Over-sharing

We all know that person on Facebook who shares every single detail of his or her life, no matter how personal or inane it is. While oversharing is a rather common Internet phenomenon, many people don’t realize that sharing too much about your personal life affects your professional status. Financial Advisors are not immune to oversharing either. When it comes to blogging, How to Avoid the 3 Biggest Blogging Mistakes Financial Advisors Are Makingsome Financial Advisors try to connect with their clients by providing personal information, often too personal of information. Keep your blogging professional by only mentioning the basics about yourself, such as your educational background, your career highlights, and your areas of specialty.

Of course, that doesn’t mean that your blog needs to be devoid of personality. You can still communicate your personality, just make sure that it’s your professional personality. In other words, use your blog to communicate that you are a highly professional, successful and serious Financial Advisor with insightful and informative advice to give.

Inconsistency

If you’re going to professionally blog, make sure that you do it regularly. One of the easiest ways to lose public interest is to be inconsistent with your posts. Make a schedule to blog and stick to it. That means you need to be realistic about how often you can reasonably post to your blog. Don’t over-post either, as people may begin to suspect that you spend all of your time on the Internet and not enough time on your clients and their financial needs. Aim to write one to two posts a week, and then make sure you meet that goal. Nothing says “unprofessional” like inconsistency.

In order to keep readers interested in your blog, it’s important that you stay on top of it. If you disappear for weeks at a time, you readers will not only lose interest in your blog, but they will also turn to other Financial Advisors who offer them regular and consistent advice. In addition, keep your blogs a consistent size. Don’t write four pages one week and then 40 characters the next. Aim to write about 2-3 insightful, well-written paragraphs on a regular, weekly basis.

Be Informative and Accurate

Another common mistake that Financial Advisors make when writing their blogs is posting information that they have not thoroughly researched. Your clients are looking for informative, accurate and professional advice, and your professional reputation depends on your giving it to them. Make sure that you check your facts when you post information, as you could lose clients due to misinformation. Remember, as a Financial Advisor, you are in a position of authority, as your clients trust you to provide them with accurate information and sound advice. Bad research equals bad advice, so much sure you know what you’re talking about before you post it online.

 

The FInancial and Insurance Advisor's Guide to Blogging

Content Writing for Financial Advisors: Where do I start?

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On a few occasions, during my first month at Veriday, I witnessed a modern age nightmare of sorts. This is not the monster that hides silently in the dark. However, it is visible in plain site, it begs to be seen by many, and it preys on people’s time. I am of course speaking of content. Pages upon pages of content. The reason why excessive content is so monstrous is because it takes time to write, it takes time to read, and it is usually boring. As an advisor, simplicity is your greatest weapon against the content beast. Use it and you will provide your website visitors with a product that is refreshing, clean, streamlined, and invites them to pick up the phone. The following is the first in a series of posts that aim to show you how to simplify your web presence and restrain the content nightmare.

1. Why Simple Works

Many financial advisors have a misconception of what the purpose of a website is. Those using Digital Agent have made a great choice that shows an awareness of the necessity of an online presence. However, I have witnessed several occasions where advisors are using their shiny, new websites as a dumping ground of content. It is not rare to see sites with upwards of 40 pages, each displaying massive chunks of content and images. This doesn’t work for several reasons. The main one being that no one is going to read the content. Using a website as a repository of the world’s collective financial knowledge does a disservice to both the advisor and the website visitor. It requires the advisor to waste time writing the content and it overwhelms the visitor. This makes for an unpleasant initial encounter.

Rather than an archive of knowledge you should think of your website as a digital marketing tool. Your website legitimizes your firm and should project an image of professionalism. This can be done through a clean design and through essential, well-written content. Being met with a wall of text is simply unattractive.

Tip: What is essential content? Ask yourself who you are, what the key principles/goals of your firm are, and how this sets you apart and then write clear and concise content based on these three points. Use Digital Agent’s pre-approved content feature to add a few pieces of content that are most relevant to your firm. Review your content by reading it over. If the review process takes more than 30 minutes you have probably written too much.

 2. Avoid Redundancy

Many of the advisor websites I have come across have fallen into the trap of redundant content. A common practice seems to be having an ‘About’ page, a ‘Team’ page, and a ‘Contact’ page, each displaying essentially the same information. This can be avoided by combining these into one or two pages at most. The ‘About’ page should have headshots of each of your team members and a clear, concise, one paragraph biography. The ‘Contact’ page should have no more than the contact information for each team member. Repeating information is both time consuming and needless.

 Tip: There’s a general rule in web development and programming called DRY, which stands for ‘Don’t Repeat Yourself’. This rule also applies to content writing. Remind yourself of this while writing your content.

3. Aim to Launch

Many advisors I have spoken to are reluctant to launch until their site is perfect. This is a mistake. While I am not advocating going live with an inadequate or rudimentary product, advisors should be aiming to launch with a base level of well-written, error free content.

This base level should include an About page with headshots and bios, a general description of what your firm is all about (philosophy, history, etc.), and the list of services that you provide. This content can always be rewritten and polished over time and new content can easily be added after launch.

Tip: Remember, a respectable and professional website that is online is always better than a perpetual work in progress that is offline.

4. Know Your Visitors

As an advisor it is important to ask how your clients will find you and how they are using your website. There are many ways a potential client can find you (which we will cover in a later article) but they will mainly be using your site to verify your professionalism and legitimacy. Being met with a wall of content and a disorganized design is immediately off-putting and decreases the chances that the visitor will pick up the phone to call your firm.

Take a moment to reflect on your internet browsing habits. It is unlikely that you spend an extensive amount of time on any one (non-social networking) website. Also, think about the relationship that you build with clients by providing personal and hugely important financial advice. This is a relationship that is forged by a human connection over the phone and in person, not through a computer screen. Because of this, attempting to secure clients solely through an impersonal medium like a website makes little sense.

The tips above will hopefully provide you with a strong footing to tackle your online presence. Content writing can be daunting and it can be tempting to take the opportunity to showcase your wealth of knowledge. Yet by doing so you are creating a scenario that can seriously diminish your time as well as your online image. Simplicity is the first step toward a great online presence and the key to preventing the content beast before it arises.

 

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