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8 Common SEO Mistakes that Advisors are Making (and how to avoid them)

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As a Financial Advisor, you want your website to be optimized for search engines so that you can be easily found by prospects. The last thing you want to do is spend hours on end creating website content only for it to go unnoticed. However, it’s not all about what you should do to optimize your website, but also what you shouldn’t do to avoid getting penalized by search engines.

Below are 8 common Search Engine Optimization (SEO) mistakes and how you can avoid (or fix) them:

  1. Not optimizing for local search

In such a digitally connected world, businesses try to market to anyone and everyone. Although, in the process of doing so, some lose sight of their local audience. According to Search Engine Land, 67% of smartphone users want ads customized by city and 61% want ads customized to their immediate surroundings. As a Financial Advisor, you likely work with clients within your region (and they’re probably searching for local Advisors). It’s especially important for you to optimize your website for local search to reach your target audience.

Things you can do to get started:

  • Include region-specific keywords in your page titles and meta descriptions
  • Include an address and local number on your pages, and in the header or footer
  • List yourself on Google My Business
Google-my-business
  1. Not optimizing for the right keywords

What are your prospects searching for online? What key terms are they typing into Google when looking for the services that you offer? Keyword research is vital to your search engine ranking success. If you aren’t focusing on specific and relevant keywords throughout your website, it will make it very difficult for your prospects to find you.

Some things to think about to get you started on picking the right keywords:

  • Do you specialize in a specific area (life insurance, health insurance, retirement)?
  • Are your services focused on a specific region or city?
  • Do you target a specific demographic (women, doctors, millennials)?

When answering these questions, you may end up with answers similar to the following:

  • Toronto Financial Advisor specializing in women’s life insurance
  • Victoria and Vancouver Health Insurance Advisor for women
  • Retirement planning services for new graduates in New York City

When focusing on keywords, it’s best to be as specific as possible. Focusing on generic keywords might bring you more traffic, but it may not necessarily be the right traffic for your Advisory firm. The more specific you are, the higher the quality of your traffic will be.

  1. Keyword stuffing

Keyword stuffing refers to when websites cram as many keywords as possible into a webpage’s text without intent to provide useful information to the reader. Practicing this can lead to your website being penalized or even banned in search rankings on major search engines like Google.

Google’s ranking algorithm has become very complex and intricate. If you want your website to rank higher on search engine rankings, you’ll need to ensure that you are not keyword stuffing on your website. By proving your readers with content that is valuable, natural, and unique, your target keywords should naturally appear in your content.

  1. Focusing on link quantity over quality

Links are another important aspect of SEO. The higher number of quality links leading back to your website, the higher your web pages will rank. To a search engine, the more trustworthy, non-spammy, and relevant websites linking back to you, the more authority you must have on the topic.

Some things to note:

  • Links within content are more effective than links in a sidebar or footer
  • Links from related websites are better than links from non relevant websites (ex. Another Advisor website linking back to you versus a pet store website linking back to you)
  • Buying links can get you banned from a search engine

A great way to build more links is through social media. Make sure that your blog is socially shareable so that it is more likely to get shared on different social platforms like Twitter, Facebook, LinkedIn, StumbleUpon, and Pinterest. In turn, this will help to increase traffic to your website and help you build a better reputation with search engines.

  1. Broken links

Does this look familiar?

SEO Common Mistakes Advisors Make 404 error notice

Broken links are the ones that bring you to a “404 error” page. According to Siteimprove, the most common, self-inflicted, causes of broken links are:

  • Renaming or moving a webpage and forgetting to change your internal links
  • Linking to content (PDFs, videos, etc.) that have been moved or deleted
  • Linking to a third party page, and not knowing when they change the URL or move the page

There are many causes for broken links and although Google has stated that having a broken link or two on your website won’t hurt your rankings, it can still negatively impact your website in other ways.

  • It can stop search engine crawlers from crawling the rest of that page. Crawlers would move on to the next resulting in some content not get indexed
  • Users favour sites that work (that includes your links)
  • Broken links diminishes trust with your visitors and leads to lower return traffic (which could mean a lower search engine ranking)

It may be time consuming, but it’s good to QA (quality assurance) your website once every quarter. This way you can ensure that you don’t have broken links and that your website is up to date with SEO requirements.

  1. Content that is not useful

Google’s (and other search engines) ultimate goal is to help the user answer their question or satisfy their information needs by providing the best and most trusted answer on its first page of results. This is why there is such a heavy focus on creating useful and valuable content on your Advisor website. Although, it is important that the content you are providing on your website is relevant to what your target audience is looking for.

Unlike before, the new SEO puts focus on value, quality and engagement. High quality content offers Advisor’s clients and prospects unique and applicable information that they can engage with. To get started, write out a list of common questions your clients ask you. Answer them. Once you’ve written out your answers, go over them again and include more detail. Before you know it, you’ll have a unique and valuable blog post to share with your online audiences.

  1. Not using ALT-Tags for images

Researchers found that coloured visuals increase a person’s willingness to read a piece of content by 80& (Xerox). Using images will enhance a viewer’s experience on your website while making your pages look more visually appealing. With this in mind, it’s critical that you not only include images around your website, but use alternative text tags, also known as ALT tags. These tags are used on images without links to provide information about the image to a viewer and to search engine crawlers. ALT tags can help increase your SEO, overall search ranking, and makes your website more accessible.

  1. Not using analytics to see what converts

It’s easy to get caught up watching which phrases and keywords are sending you the most traffic. But it’s important to note that traffic isn’t all that matters. A lot of the time, lower traffic phrases will actually convert better because they are more specific and are able to better hone in on your target audience. Knowing more about what makes your visitors convert will help you increase your ROI. Whether it’s KPI metrics, analytics about your blog, or your email marketing efforts, it’s important to be aware of what metrics will help you measure your online marketing and how to apply that knowledge for further success.

 

Take the time to go through your website and see if you’ve made any of these common SEO mistakes. Research what keywords you want to focus on and start to incorporate them naturally into your website’s content. There is a lot you can do to optimize your website for search engines. It’s important to keep in mind that increasing your search engine ranking will take time, but if you implement these SEO techniques, you’re sure to rank higher in the long run.

Advisors: Ramp up your Lead Generation with an eBook

Consumers no longer want to be sold to, but rather educated. Considering that 70% of the buyer’s journey is complete before a buyer even reaches out to you, one of the best ways to build trust and credibility is through content marketing. As a Financial Advisor, there are many benefits to creating engaging content including building trust with prospects, getting noticed online, improving your search engine ranking, and many more.

Is an eBook part of your content marketing strategy? In this article we will discuss why eBooks are one of the most effective content marketing techniques. Try not to think of an eBook as a 100-page novel that you’re publishing online, but rather a digital resource that your audience will value while further establishing your expertise in the financial industry. So, why should you write an eBook?

It’s a great lead generation strategy

Followed by whitepapers, webinars and case studies, eBooks rank fourth in the list of types of content used to make B2B purchasing decisions (Curata). eBooks are considered to be high-value pieces of content since they are usually an in-depth look into a topic. With a higher perceived value, your audience will be more willing to provide you with their contact information in exchange for access to your eBook. This is a win-win situation for lead generation; your prospects will receive something valuable and in return, your contact list will grow.

It boosts your Search Engine Optimization (SEO)             

Search engines love websites that are constantly being updated with unique and fresh content. This means that Google will send crawlers to your website more frequently, helping you rank higher for keywords that you are targeting. As a result, this will help increase your website visibility and attract more prospects to your website. Another aspect that helps boost your search engine ranking and increase visibility is through new and return visitors to your website. If your audience feels that your website is a great source for valuable information, they are more likely to return for more. With a higher number of visits – your search engine ranking will improve.

Effectively repurposes your content

Content repurposing involves taking your existing content and adapting it to a new content angle or format. Incorporating this into your content marketing strategy is a great way to get more mileage out of your content. eBooks are a great way to repurpose your content because you can compile existing blogs that fall under the same topic. For example, we have repurposed some of our blogs to create the following eBook: How Financial Advisors can use Content Marketing to Boost Website Traffic. And, best of all is that eBooks can go anywhere. You can post them on social media, and other websites, as well as use them in your email marketing efforts. Your audience will appreciate having different ways to read your eBook.

Promotes thought-leadership

As Bill Gates once said, “Content is King.” Without unique and fresh content, your Advisor website will blend in with the crowd. A great way to differentiate your business and establish thought leadership is by writing an eBook. Creating a quality eBook helps to cement you as a thought-leader and establishes authority in your field. An eBook demonstrates to your target audience that you have a depth of knowledge to share on specific topics in your industry.

There are many different strategies you can implement to expand the reach of your eBook. Here are a few different ways to market your eBook, as well as a couple of things to keep in mind:

  • Put it on the homepage of your website or blog
  • Build popularity and awareness through link building, social media and email marketing
  • Use CTAs throughout your website that lead to your eBook landing page. Try A/B testing to see which CTAs are more effective.
  • Make sure to collect the names and emails of people downloading your eBook

eBooks are a great way to boost your SEO, connect with prospects, generate leads, and position yourself as a thought leader in your industry. Writing an eBook can be very time consuming, but a great way to start is to organize your ideas and start writing smaller blog posts that you can eventually repurpose and compile into an eBook.

 

Winning the “Micro-Moments” in Financial Services Marketing

“The old days of predictable, periodic media sessions have been replaced by numerous short bursts of digital activity throughout the day.” Sridhar Ramaswamy, senior VP of ads and commerce at Google.

This, is what Google has recently called “micro-moments”, a term coined in 2015 that you can expect to become more fully realized across all digital media in 2016.

What exactly is a “micro-moment?” According to Google, Micro-moments are moments when consumers act on a need; to learn something, discover something, and do something. A micro-moment is a window of opportunity when your audiences want to know or do something; where decisions are being made and preferences shaped. In short, they are open windows of “in the moment” opportunities when someone searches for something top-of-mind using the closest device to them. Think about these scenarios as “I want” or “I need” moments, when the consumers want to know something right then and there.

Micro-Moments (1)

 Image by Google:  Img source

What does this mean for Financial Service Marketers?

Did you know that 47% of consumers expect a web page to load in 2 seconds or less? 40% of consumers will abandon a website that takes more than 3 seconds to load. This is just one way that a consumer’s micro moment can be won or lost.

Financial Institutions and Advisors battle for clients, and dollars are won (or lost) in these micro-moments. In fact, Google reports that consumers are often more loyal to their need in the moment than a particular brand or product. They are attracted to the brands that satisfy their needs in those “micro-moments”. The significance of these micro-moments to financial service marketers is that they will be able to leverage them to be there when their prospects or clients need them.

Every time a prospects needs or wants something, it is an opportunity for you to provide and be more then just an Advisor. How can Financial Services compete for those micro moments?

To start, identify your prospects and clients’ buyer journeys, and identify those “micro-moments” that matter most. Where do prospects want to find information about financial services? Where do they want to learn about saving and retirement? How can you help them save money or spend more effectively? How can you be more helpful online in the moment? What content can you deliver to engage them in a meaningful way?

It comes down to showing your prospects and clients that you can help in their daily lives, and not just when they are present in your office for a meeting. To win micro-moments, understand your prospects intent, and then provide them with the most relevant, useful and high quality information that addresses their need in the moment.  The strongest brands will capitalize on these micro moments and evolve to match these moments with valuable content.

Newsletters: The Forgotten Hero of Content Marketing

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Newsletters are one of the most cost-effective mediums for building relationships and maintaining contact with your customers and prospects. Despite being one of the most effective marketing tools available, this digital channel is often overlooked by digital marketers.

As a Financial Advisor, Newsletters are a great way to boost your content reach, grow your contact list, and help in building trust with clients and prospects. As newsletters are now an opt-in form of digital marketing, they are the perfect medium for pushing out content to your target audience without being disruptive.

The Content Marketing Institute found that 78% of respondents included newsletters in their content marketing strategy. With newsletters being the primary use of email marketing (Capterra), taking advantage of this marketing tool can lead your business to further success.

So, why newsletters? As a powerful marketing tool, newsletters can:

  • Increase your web traffic
  • Increase your repeat visitors
  • Allows you to track who’s receiving, opening, and visiting your website
  • Educates your target audience
  • Nurtures your leads
  • Builds trust with your clients and prospects

Just like anything in digital marketing, newsletters are not a one-size-fits-all approach. There are 3 different types of eNewsletters that marketers typically use, each with a different purpose.

Corporate eNewsletters

They are designed to keep customers and prospects up-to-date with organization updates. They summarize company announcements, press releases, new products, etc. This type of newsletter is typically sent on a monthly or quarterly basis.

Lead nurturing eNewsletterssales funnel

The goal of this type of eNewsletter is to engage, inform, and stay top of mind for clients and prospects. The content you share with your audience can lead them through the awareness, consideration, and decision phases by providing them with useful content, familiarizing them with your business and, eventually, driving them to take action and become a client. Content within the eNewsletter can include educational materials such as blogs, sales information, and marketing offers. Depending on where your audience may be along the sales funnel, having a call-to-action may push those at the decision making phase to commit and become your client.

The goal of this type of eNewsletter is to engage and influence prospects with every interaction they have with you. The content you share with your audience can lead them through the awareness, consideration and decision phases by familiarizing them with your business and, eventually, driving them to take action and become a client.

Curated eNewsletters

Curated eNewsletters aim to build awareness of a topic, while also allowing your organization to provide their perspective on it. This type of eNewsletter is a mixture of syndicated (third party) and original content. It displays that you have a grasp of what your audience is looking for by surfacing the best content out there into a one stop shop. This is also a great approach for Advisors with a limited amount of content.

Lead nurturing and curated newsletters tend to have higher open rates, and are generally sent on a weekly basis, at the same day and time (ex. 2:30 pm every Tuesday).

 

An effective eNewsletter is non-intrusive, provides value to the reader, and makes them feel like they are being educated rather than sold. eNewsletters don’t require you to create new content as they’re a great way to repurpose your old content. As a Financial Advisor, you should take advantage of this effective means for building and maintaining relationships with clients and prospects. eNewsletters will not only extend the reach of your content, but can also do wonders for your business.

Ignoring LinkedIn is Hurting your Advisory Firm

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According to The Wall Street Journal, “At Social Media High, Facebook is the all-star quarterback, Twitter is the school paper’s editor in chief and Snapchat is the mysterious, Harley-riding transfer student. That makes LinkedIn the nerd who skips prom for the mathlympics.

However, within the financial services sector, LinkedIn is the all-star quarterback with 9 in 10 Financial Advisors active on this social network (LinkedIn). LinkedIn is a hub for growing your advisory firm, strengthening and nurturing your relationships, and building awareness for your business.

Signing up for a LinkedIn account and letting it gather dust will hurt your career – you need to be active on this social network. There are many little changes you can make to optimize your LinkedIn account, as well as many opportunities to engage with other LinkedIn users – more specifically your clients and prospects. Some of these engagement opportunities include:

  • Joining and contributing to relevant LinkedIn Groups
  • Posting updates for your LinkedIn network to see
  • Like and comment with updates made by people in your network
  • And so much more

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. They gathered the top reasons Financial Advisors use LinkedIn, which included:

  1. Building brand identity
  2. Enhancing current client relationships
  3. Staying up-to-date on industry insights
  4. Improving their referral network

In a very digitally-centric world, it is important to acknowledge that as a Financial Advisor, you need to not only have a LinkedIn presence, but an active one at that. You must recognize that ignoring this all-star quarterback of a social media network could hinder your Advisory firm’s success. By staying active on LinkedIn, you could be a social media all-star, reach new prospects and grow your Assets Under Management (AUM).

Financial Advisors: Is an SEO firm for you?

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According to imFORZA, 93% of online searches begin with a search engine. As a Financial Advisor, it is important to utilize this powerful tool to your advantage. When users search through Google, 18% of organic clicks go to the first link that pops up. Through the use of an effective SEO strategy (search engine optimization), you can improve your website’s ranking in order to receive more organic clicks.

As an Advisor, you don’t always have the time to fully dedicate yourself to focusing on your website’s SEO.  After all, it can be very time consuming and complicated. Luckily for you, there are many firms out there who focus purely on SEO.

So what is an SEO firm and why should you care?

Simply put, an SEO firm’s aim is to help companies get business from search engines. Through content creation, building high quality links, analyzing results and adjusting accordingly, a good SEO firm can help you rank higher in search engine rankings and increase website traffic from your target audience. Other ways to help boost your SEO include:

  • Meta descriptions
  • Headlines
  • H1tags
  • Link building
  • Using relevant keywords
  • And many more

Some key benefits to hiring an SEO firm include:

Saves time, money, and resources

To really see results through SEO, you must have a good understanding of how search engines work. As a Financial Advisor, your time is money. By hiring an SEO firm, you can get the results you want while still being able to use your time to focus on your clients, business, and different elements of your website such as content creation.

Helps you better understand your clients

When it comes to the Internet, everything is measurable. An SEO firm can provide you with useful insights about your audiences, prospects, and clients – from their needs and challenges to their online behaviours.

Improves your website’s user experience

With the help of an SEO firm, your website can become more accessible and user friendly. A big benefit of SEO is that it can increase the usability of a website. A more user friendly website leads to better user experience and in turn can generate more sales and conversions for you.

 

An SEO firm can do wonders for your website by increasing your reach, traffic, and conversion rates. However, not all SEO companies are what they seem.  There are many SEO companies that have bad reputations for engaging in shady tactics that could actually get your website penalized by Google, or other search engines.  For something as important as your online presence, make sure to invest the time and research to find an SEO company with a good and honest reputation, and one that cares about the long-term success of your business.

Advisors: Reach your Prospects by Posting at Optimal Times

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More than 60% of Financial Advisors, who prospected on LinkedIn, successfully gained new clients as a result (source). As a Financial Advisor, having an online presence, specifically social media, is crucial to helping to convert prospects into clients and growing your business.

With almost 1.6 billion monthly active users on Facebook, 320 million on Twitter, and over 100 million on LinkedIn – being active on these social media giants needs to be part of your digital marketing strategy (source).

However, it isn’t just about flying by the seat of your pants and posting content whenever, wherever.  It is important to have a solid social media strategy in place. To find the most optimal time to reach your target audience, it’s going to take time and research. Think about:

  • What day and time are people the most engaged with your posts?
  • When do your posts reach the most people?
  • Is posting more frequently benefiting you or hurting you?

To get you started, take a look at this infographic by SurePayroll, which outlines when the best time to reach out to your audience is on several social media platforms. Keep in mind that this is not a one-size-fits-all formula; you will still have to do some of your own research, and analyze your own profiles to see what is working for you, and what is not.

 

Advisors: Reach your Prospects by Posting at Optimal Times Infographic

Financial Advisors: Here’s how to Optimize your LinkedIn Profile in 5 Minutes

According to Linked Into Leads, 9 in 10 Financial Advisors who use social networks turn to LinkedIn as their go-to social media platform. With over 400 million users on LinkedIn, you should focus on connecting with prospects through this giant of a social media platform.

Here are 4 ways to optimize your LinkedIn profile and convert prospects into clients (I’ve used Veriday’s, VP Product Management, Andrew Chung as an example below):

 

  1. You need a picture of yourself. A great LinkedIn picture is:
  • Clear
  • Professional
  • Eye catching
Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes

You want your picture to resemble what you would look like if you were to shake someone’s hand.  Smile and make direct eye contact with the camera so that on an online platform, you mimic that feeling to your audience.

Having an eye catching picture can also increase traffic to your profile. Think of it this way; if you were to search for a Product Manager on LinkedIn and in the search results, had the option of picking between the two pictures below, whose profile would you likely click?

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes

 

  1. Personalize your LinkedIn URL

This a fast and simple step in optimizing your LinkedIn profile. LinkedIn provides each user with a randomized personal link. Customizing your LinkedIn URL will not only improve your SEO, but it will also look better and more professional.

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes

 

  1. What does your headline say about you?

Don’t just put your current job title as your headline, that’s already visible on your profile. Write something that encompasses who you are and what you have to offer. In our example, Andrew Chung’s official role at Veriday is VP, Product Management. Yes, that is his current role – but it’s not the whole story about who Andrew is. Instead he markets himself as a Growth-Driven Product Leader, User Experience Practitioner, and Relentlessly Focused on Customer Success.

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes

 

  1. What contact information have you made available to your connections?

How can people reach you? Including your contact information is critical to further build connections with people on LinkedIn. This provides your connections with a means to contact you outside of LinkedIn, whether it be through a phone number, email, or social media. Being connected on different mediums is great because it allows you to better market yourself to peers, coworkers, and key decision makers in your industry.

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes

 

LinkedIn gives you the ability to connect with hundreds and thousands of key decision makers, prospects, and future clients. So, take 5 minutes out of your day and optimize your LinkedIn profile.

For a more detailed walk-through on optimizing your LinkedIn profile, check out our Webinar, Powering Up Your LinkedIn Presence for Success, which was hosted by Andrew Chung himself.

Financial Advisors: Take Advantage of Local Marketing

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In such a globally connected world, people try to market to anyone and everyone. Although, in the process of doing so, they lose sight of their local audience. When strategizing your marketing, a one-size-fits-all approach is not the way to go. According to a study done by the National Public Radio (NPR), localized content had 6 times more Facebook shares than non-localized content.

In today’s digitally-centric world, there is an overwhelming amount of online content at our disposal. Consumer needs have shifted; when searching for a product, they now look for the most personalized, relevant and relatable information that meets their interests

According to Search Engine Land, 67% of smartphone users want ads customized by city and 61% want ads customized to their immediate surroundings.

Now, more than ever, local marketing will benefit your business. Here are some ways a localized marketing strategy can benefit you:

Less competitors

When you focus on localized marketing – you are targeting a smaller audience. However, you are also competing against a smaller number of businesses. Less competition means a higher chance of attracting and landing clients!

Increase in traffic

Not only will you get business from people passing by your office, localized marketing can help you better reach your local target audience through search engine optimization (SEO). For example, if you are a Financial Advisor within the Toronto region – you are more likely to appear in search engine results if someone were to search “Financial Advisor Toronto” as opposed to just “Financial Advisor”. Optimizing for local SEO will help you increase your online traffic, which in turn, can help improve your global SEO rankings as well.

Improves client experience

As digital as our world is today, consumers still like to have face-to-face interactions – it helps to build trust. Today’s consumers prefer to work with someone that is easily accessible, online and off. As a Financial Advisor, providing your clients with different options for interaction with your business will improve their overall experience with you.

Helps build referrals

Just as people refer local mechanics to their friends, they will do just that with Financial Advisors. By building strong relationships with your local clients, the chances of them referring your services to their friends and family increases – or even better, referring your business to an online audience by leaving a review.

Increases your online reviews

According to Search Engine Land, 88% of consumers trust online reviews as much as personal recommendations. With an increase in consumers searching for information on a local level, having numerous, positive reviews can set your business apart from the rest. One positive review can convert a prospect into a client within seconds.

 

Consumer needs are constantly evolving. Localized marketing can help you target the right clients, on a local level, while helping you build a more trusted and valuable relationship with them. Overtime, localized marketing can help you grow your relationships and business.

Advisors: Increase Brand Awareness with these Twitter Engagement Tips

According to Twitter, there are over 320 million active Twitter users around the globe. In this day and age, having a presence on this giant of a social media platform is crucial to the success of your business. Twitter provides a medium that enables Advisors to connect to their target audience and helps them to reach new prospects.

On average, around 6,000 tweets are Tweeted each second. That’s 500 million tweets per day. People may take notice to your tweets or they may scroll past them…it is all in how you craft your Twitter strategy.

Here are 4 easy ways to better engage your Twitter audience:

  1. picture is worth 1 million characters

90% of information that comes to the brain is visual. If you want people to stopVeriday Twitter Capture scrolling and notice your content – use a visual.

Generally speaking, as an Advisor, you work with numbers. Using graphs is a great way to visually share this type of information with your audience. Statistics show that content with a visual component gets 94% more views than those without (source).

65% of senior marketing executives believe that visual assets (photos, videos and infographics) are core to how their brand story is communicated (source). Images evoke emotional responses to readers, and the use of the right picture can bring out strong emotions and reactions in your readers (happiness, compassion, disgust, or sadness).

It’s important to remember that the majority of readers will scan a page rather than read it word for word.  In a world where people are constantly bombarded with content, one of the most successful ways to capture your audience’s attention, especially the scanners, is through the use of visual assets.

Captivate your audience and allow them to visualize your message through the use of visual assets (example: see tweet to the right).

 

  1. Use #hashtags

Twitter is famous for its use of hashtags. Although, hashtags may not contribute towards your engagement rate to the extent that you may think. Yes, using hashtags will allow you, as a Financial Advisor, to reach your target audience. And yes, hashtags help to expand your reach on Twitter. That being said, when it comes to hashtags, less is more. According to a study done by LocoWise, adding too many hashtags to your posts can actually decrease your engagement rate as shown in the table below.

  0 # 1 # 2 # 3 # 4 #
% of tweets with the corresponding number of hashtags 55.8 24.45 15 3.13 1.62
Engagement rate 1.9 1.84 1.2 0.4 0.19

As a Financial Advisor, hashtags also allow you to see what is trending, what questions or challenges your audience is having, as well as new technology or information that is relevant to your field. Some popular hashtags in the Financial Services industry include:

  • #FinServ
  • #Advisors
  • #FinPlan
  1. Tweet, tweet, tweet!

Set goals for your Twitter account that focus on how often you post per day or week. A great way to stay on track is to schedule your tweets using a social media management system such as Hootsuite. The more you tweet about topics relevant to the financial industry, the more of the right attention you will get – but be sure you are sharing valuable and unique content, and not just posting for the sake of posting.

Also, people like to see that you are engaged on Twitter. If you see an interesting article that you want to share with others – retweet it! This will help you build relationships with other users. Staying in the loop with current news and trends shows your audience that you are ahead of the curve.

Millennials are the next investors, and more importantly your future clients. This means that tailoring your marketing strategy to their habits should be a priority. An easy way to stay on top of Twitter is to set aside 15 minutes per day to schedule your tweets.

 

  1. Join in with discussions

The beauty of Twitter is that you can interact with as many people as you’d like.

This is where the @ sign comes into play. This is one of the most important influencers of engagement on Twitter. This feature allows you to directly communicate with other users on Twitter by answering your @ replies and tagging others when you comment or share their content. Over time, this will allow you to build relationships with your audience, and more importantly with your influencers.

Industry influencers, on social media, are some of the most trusted sources of information. Do some research and find out who your influencers are. Connecting with these influencers will help to increase your reach, credibility and overall social media image.

Joining discussions will keep you in the loop of what your prospects and clients are saying and what questions they’re asking. For Advisors, joining in on discussions and sharing useful content can help you to become a thought leader in the industry. People will start coming to you for answers and insights because you have built trust with them.

 

Gaining insight on what your prospects and clients are interested in or what is challenging them is also a great source for new content ideas. Learning from your audience will enable you to post unique content that is aimed at solving and educating them on their greatest financial challenges.

 

7 Financial Marketing Trends in the Wealth Management Sector