The Marketing Playbook

PROMOTE YOUR THOUGHT LEADERSHIP WITH INBOUND MARKETING

Posted by Susan Block on Dec 19, 2017 6:30:00 PM

 
FINANCIAL ADVISORS & RIAs: INBOUND MARKETING STRATEGIES FOR 2019!

Google now processes over 40,000 searches every second on average or 3.5 billion searches per day. When Millennials want to dig deeper on a subject, search is the dominant method—and most useful—cited by 57%. (Media Insight Project, 2015.) That's why it's more important than ever to engage in the digital world and demonstrate your thought leadership using inbound marketing strategies.

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Topics: social media marketing, RIA social media, advisor social media, marketing strategies for advisors, marketing strategies for RIAs, thought leadership marketing, thought leadership advisors, thought leadership RIAs, inbound marketing for RIAs, Advisor Marketing, INBOUND MARKETING

WHY THE CTA IS THE MOST IMPORTANT PART OF YOUR WEBSITE

Posted by Susan Block on Oct 14, 2017 2:14:02 PM

 
Call To Action Buttons (CTAs) on your website help direct users to specific content.  CTAs can:

  • Get viewers to them to take a specific action such as requesting more information or requesting a complimentary portfolio review

  • Direct people to important content within your website

  • Encourage them to sign up for your quarterly newsletter

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Topics: Financial Advisor websites, modern website, CTA, Call To Action, Engage website visitors

WHY FINANCIAL ADVISORS NEED A MODERN WEBSITE

Posted by Susan Block on Jun 5, 2017 3:42:55 PM

 
Your website is one of the primary assets of your business. It establishes your brand and your message. Done right, it will help you connect with prospects and clients online. Having a website is no longer just a "nice to have". As an advisor, being on the web and having a digital presence is increasingly more and more important. Consider these important reasons:

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Topics: Website marketing, Website Engagement, Website refresh, mobile friendly websites, modern advisor websites, modern websites for RIAs, RIA websites, Financial Advisor websites, modern website

REFRESHING YOUR WEBSITE? CONSIDER THESE SIX KEY WEBSITE FEATURES.

Posted by Susan Block on Mar 16, 2017 11:09:41 AM

 
Is your firm getting enough from your website? Consider a website refresh adding these key website features to turn your site into your firm's "marketing hub."

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Topics: Website marketing, Website Engagement, Website refresh, mobile friendly websites, modern advisor websites, modern websites for RIAs, marketing hub, RIA websites, Financial Advisor websites

5 WAYS TO REACH YOUR AUDIENCE WITH CONTENT MARKETING

Posted by Susan Block on Feb 21, 2017 11:12:17 AM

 
Your target audience has questions. Provide answers with valuable website content.

Let's face it, we can't deny how much we use the Internet to find answers to our questions. In fact, Google search receives 3.5 billion searches per day. Chances are your key prospects are searching for content on the web to help answer their wealth management or investment concerns. Your goal is to have your website come up on these Google searches featuring your firm's valuable insight, reports, whitepapers or ebooks.

How can you find out the questions your prospects are asking? Tools such as HubSpot's Keyword Search or the Moz Pro Keyword Explorer help identify popular keywords and analyze how your website ranks for them. Another way to research popular content ideas is to ask your team to keep a running list of the types of questions clients and prospects are asking during meetings or telephone calls. This list then can inform your content creation strategy so you're writing about themes most important to your target audience. 

Yes, content development takes time. But having a process and strategy for developing key pieces of content will help your team prioritize content development efforts and stick to a schedule. Try out a few content marketing ideas below to drive website traffic, share thought leadership content, engage clients and prospects and keep visitors coming back for more. 

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Topics: Content Marketing Strategies, Website marketing, Content development, inbound marketing for RIAs, INBOUND MARKETING, Website Engagement, Advisor Marketing, social media marketing, RIA thought leadership, thought leadership marketing

5 TIPS FOR CREATING PRESENTATIONS WITH IMPACT

Posted by Susan Block on Jan 24, 2017 8:19:39 AM

 
How to create professional presentations and pitch books that tell your story and look great.

Here are a few useful tips on how to make your professional presentations and PowerPoint pitch books more engaging. 

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Topics: Presentations, Pitch books, powerpoint design, pitch book design, corporate presentations, slideshares, uploading to slideshare

DOES YOUR ADVISORY FIRM NEED A TAGLINE?

Posted by Susan Block on Dec 8, 2016 8:00:00 AM

Should your firm use a tagline to more clearly identify your value?

Taglines are not a necessity, but in most cases they help firms communicate something unique about their business to prospects and clients.  Taglines are especially important if the name of your firm doesn't fully describe what you do.

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Topics: firm story development, Branding, marketing, Advisor Marketing, RIA Marketing

5 WAYS TO BUILD RELATIONSHIPS USING LINKEDIN

Posted by Susan Block on Nov 29, 2016 8:52:51 AM

 
Socialize with your target audience(s) using LinkedIn strategies.

“Engaging with like-minded people can be very productive, whether it’s clients or centers of influence. Advisors who socialize with their affluent clients have an 86% likelihood of that client agreeing to personally introduce them to someone in their sphere of influence.”
Oeschli Institute
, 2013


Social media is an effective way to engage and socialize online with clients, prospects and centers of influence.  Here are a few easy actions you can take to put LinkedIn to work for you and your team:

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FINANCIAL ADVISORS:  Break Through the Clutter in the Digital World

Posted by Susan Block on Nov 1, 2016 10:06:00 AM

 
Differentiate your advisory practice with a clear, concise firm story

The facts speak for themselves. Traditional marketing has taken a back seat to the digital world. According to eMarketer, digital ad spending by the US financial services sector is expected to reach $8.37 billion in 2016, up 14.5% from 2015, with gains fueled by spending on mobile formats, digital video and programmatic advertising. With more of your prospects and clients online, your firm’s website content is key. Your firm story must be clear, concise, and relevant. It must deliver the right message to the right people through your website, overview brochures and pitchbooks.

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Topics: Branding, firm story development, sales story

ABOUT THIS BLOG

The Marketing Playbook blog provides RIAs and Financial Advisors branding and marketing ideas to engage prospects and clients.  Our marketing ideas and practice management strategies are intended to help your firm generate assets under management and build your business.

We welcome your feedback and contributions in the form of comments on the posted material.

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