Traditional Marketing Methods are becoming both ineffective and expensive. An effective Digital Marketing Strategy is becoming a powerful tool for the Professional Services Professional.
Social Media, Blogging and Email Marketing broaden a firm’s reach, generate interest in a brand, build relationships with potential clients and retain existing ones, and continually measure and improve performance.
For a detailed look at our approach to helping financial services professionals get found and generate new referrals, view our Digital Marketing Services. Interested in having Rawson Internet Marketing do a review of your digital marketing program? Contact us here for our complimentary review.
For those who are new to the subject of Inbound Marketing and Online Lead Generation, understanding the following digital marketing terms will help you get started:
- Keyword Strategy
- SEO- Search Engine Optimization
- Lead Generation
- Lead Nurturing
- Inbound Marketing
- Landing Page
- Web Analytics
Keyword Strategy: The careful selection of words or phrases that people use to find your products and services on the Internet. Your Keyword Strategy guides the content and focus of a Web page, each of which should contain 1-3 relevant keywords that get to the core of what that product or service page is about.
SEO- Search Engine Optimization: The process by which “on page” and “off page” factors are adjusted to improve the visibility and relevance of a Web page for a given set of keywords. On-page factors include the page title, meta description, headings, images, web address or URL; Off-page factors, such as inbound links from other sites to yours, count as “votes” for your web page, resulting in a better rank for your web page.
Lead Generation: The process of stirring consumer interest into products or services of a business and creating a response that might convert into a sale for the company. The goal of increasing traffic to your website is to convert those visitors into sales leads by including calls-to-action messages and lead-generation forms to your web page.
Example of a Call-to-Action message with a link to a Lead Generation Form:
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Lead Nurturing: The creating and building of relationships with potential clients to raise the likelihood of their purchasing a company’s products and services in the future. One of the best ways to nurture prospects into leads and leads into customers is through email marketing and sharing useful content in your newsletter.
Inbound Marketing: The publishing of content that attracts the attention of prospective clients and helps them progress through the sales cycle from “prospect” to “lead” to “customer” to repeat customer, and continually analyzes results to improve the process. The creation and sharing of information designed to enhance a brand image, attract interest, build relationships, influence perceptions, demonstrate thought leadership and acquire customers for a company is sometime referred to as content marketing.
Landing Page: A Web page containing sales copy and a lead capture form designed to convert a site visitor into a sales lead. An action by a site visitor that occurs as a result of subtle or direct requests from marketers, advertisers, and content creators; such as filling out a form and requesting more information on a landing page is called a conversion. For a great example of 10 key features of landing pages, view this illustrated anatomy of the perfect landing page.
Web Analytics: The use of Online measurements of site visitors, page views, click-through rates, conversions and other factors to analyze patterns of responses to Online campaigns to improve Lead Generation performance over time.
So, what can a professional services firm do to attract visitors, build trust, generate leads and demonstrate thought leadership?
- Establish and build a presence on Social Media
- Publish well-written content on your website or Blog
- Engage and nurture prospective clients in your Newsletter
- Use offers and links to drive traffic to a Landing Page
- Add a lead capture form on your website to Capture the Lead
For firms that have not begun to publish and engage prospects on the Web, it’s time for you to do some serious thinking about re-engineering your online marketing program. Right now, you’ve got some opportunity to catch up, but in a year from now when inbound marketing is de rigueur for Certified Financial Planners, Financial Advisors, Retirement Planners, Investment Managers, Insurance Agents, Estate Planners and Employee Benefit Specialists, you’ll find yourself losing the online battle for new clients.
RIM Specializes in Search Engine Marketing: WordPress Web Design and Development, Search Engine Optimization (SEO), Local SEO, Pay-per-click (PPC) Advertising, Content Marketing, Social Media Account Management, Google Web Analytics & More.
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