The Marketing Playbook


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


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.

Integrated digital marketing for advisors and RIAs

Inbound marketing in a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting clients. When you use inbound marketing, your target clients come to you.

The inbound marketing methodology starts with the ATTRACT phase—getting visitors to your website. It's about the form of blogs, interactive tools, photos and infographics, videos, presentations and eBooks. By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your prospects.

Marketing Matters Inbound Marketing Methodology

To create helpful content, consider the questions your prospects are asking, and develop content to address these issues. Once published, organic searches match keywords in your content to the prospect's query.

When a prospect lands on your website, the next step is to CONVERT this lead by offering your thought leadership (eBook, white paper, report, infographic or slideshare) in exchange for an email. Try using a form or Call-To-Action button to let visitors request the "offer."

The next step, is to continue to nurture the lead with personalized emails and additional content. CLOSE the deal by converting the prospect into a client and continue to DELIGHT your client with ongoing communication and information.

Here are five actionable inbound marketing strategies to engage visitors and get started using inbound marketing basics:

  1. SERVE AS AS AN EDUCATIONAL RESOURCE.  Create a "resources" tab on your website to publish articles,  worksheets, whitepapers and financial checklists tailored to your target clients. Continue to create and upload new resources that will help your prospects and clients get their financial lives organized in 2018.

  2. CREATE VALUABLE CONTENT IN THE FORM OF eBOOKS.  You don't have to write a novel!  As HubSpot notes, "An effective eBook copy mixes the helpful voice of a blog post and the concise, deep research of journalism.
    Creating targeted eBook that drive leads
    And, of course, eBooks should never read as mundane as an instruction manual." Don’t be intimidated, keep the content at a high level, include engaging charts, graphs and images. Your eBook doesn't have to be long but it must contain valuable and possibly entertaining content for your reader. Learn how to write an eBook.

  3. USE EMAIL TO DRIVE TRAFFIC TO YOUR WEBSITE CONTENT.  Compose a short email and share a link to your new website article, an investment update or a new eBook. Consider contacting your 1st level connections on LinkedIn by sending an "InBox Message" with the link to your new content.

  4. PARTICIPATE IN SOCIAL MEDIA DAILY.   Login to LinkedIn each day and look for conversations that you can contribute insights; or share a text-only update that includes a question so followers can respond. Create a new group discussion or add a comment to an existing discussion.

    Using Linked In to drive website traffic
  5. PROVIDE A CALL-TO-ACTION (CTA) ON YOUR WEBSITE.  To better connect with people interested in your thought-leadership content, add a "Call-to-Action" to the home page of your website to help quickly identify your visitor's level of interest and allow them to request a follow-up phone call, subscribe to your newsletter or set up an in-person meeting. Check out these great examples.

Contact Marketing Matters to discuss ways you can incorporate inbound marketing into your 2019 strategy. 

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Editor's Note:  this post was originally published in December 2016 and has been revamped and updated for accuracy and comprehensiveness.


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

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The Marketing Playbook blog provides RIAs and Financial Advisors marketing ideas and inbound content strategies to engage prospects and clients. 

Our practice management strategies are intended to help your firm generate traffic to your website, engage with more qualified leads, grow assets under management and build your business.

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