Across industries, there are a lot of articles that suggest sales is dead. The argument is that web provides a content rich platform for buyers to “self-sell” and there is no longer a need for a salesperson to drive awareness, shape and develop needs and craft tailored solutions. Some studies found that 70-80+% of a decision is made on the web and through trusted networks before a person ever engages a sales person. The sales rep’s role is reduced to order taking at the end of a self-sell cycle.
Posts related to wealth management and financial advisor marketing.
An Integrated Digital Strategy clarifies how you differentiate your online presence and drive revenue with your website, mobile, social media, search, email marketing, apps and online advertising. Using analytics to capture customer insights will inform your digital strategies and tactics and keep you aligned around key performance indicators (KPIs).
As more customers ‘self-sell’ on the web, a digital strategy is increasingly important. It is about integrating digital into all facets of marketing and describing the role of different web channels, inbound marketing, content marketing, search and the role of and social media. Integration can range from adding a URL at the bottom of a print ad to having a common creative message on your home page and in banner ads to the sophisticated delivery of sequenced messaging on multiple digital media vehicles.
Disruptive Technology Driving Digital
Four specific technology developments are driving a tectonic shift in the digital ecosystem:
- Mobile. Widespread penetration and evolution of feature-rich, smart mobile devices
- Social. Ubiquitous social networking and user-generated content
- Cloud. On-demand, real-time access to supercomputer power and unlimited storage
- Internet of Things. Convergence between the real and the virtual worlds.
These technologies are changing the relationships between consumers and companies. Consumers have more power to gather and process information, connect, and voice opinions. And companies can leverage vast new sources of consumer information that lets them engage customers in a microtargeted way across multiple digital touch points.
What’s the State of your Integrated Digital Strategy?
To win in the digital economy, explore new approaches and learn by experimentation, while focusing on crucial capabilities and overcoming any gaps. Ask these questions:
- Do we have a dynamic digital strategy that generates value and considers new business models?
- Do we have deep insight into how our customers are using new digital tools?
- Do we have a partnership strategy with the key technology players to enable us to respond?
- Does our marketing strategy take advantage of new technologies to enhance our traditional campaigns?
- Are we fully utilizing online and mobile channels as part of our go-to-market strategy?
- Do we have the right talent and organization to execute our digital strategy?
Addressing these questions and formulating an integrated digital strategy will ultimately make your businesses relevant in a digital era while growing opportunities and profits, as well as scaling efficiently in the process.
Identify opportunities to address now with DIGITAL EXPERIENCE INDEX.
Revenue Architects is here to help with our digital marketing assessment using the DXI or DIGITAL EXPERIENCE INDEX. It’s complimentary!
The Digital Experience Index (DXI) is based on eight interdependent dimensions: Brand, Visibility, Design, Content, Usability, Functionality, Conversion and Amplification.
SIGN UP FOR YOUR DXI DIAGNOSTIC TODAY!
Getting a web visitor to take action is the main objective of any web page. Unfortunately, many businesses see still a website as a brochure and do not take into account the way that web usage has changed and what the real purpose is. They spend all their time on design and not enough on usability and website conversion optimization. Pretty is good but conversion grows a business.
1. Use of Strong Visuals
Images need to have a purpose not just be decoration. Derek Halpen at Social Triggers put together a great article on the effective use of images.
He pointed out the following potential reasons for using images.
-To show a key product or service feature
Derek points out how genius the image of Apple Air in the envelope is. Apple is selling the “thinness” feature and nail it with the image. If you are selling a service, a good graphic can explain your offer.
-To direct attention
Images can be used to direct the web visitor’s attention. Images of people looking at or pointing can emphasize a key headline or call-to-action like a sign up form.
-To build trust
Using pictures of real people involved in the business whether they are customers or team members builds trust. Derek points out that people want to deal with real people. Stock images just don’t cut it. Customer testimonials have a lot more credibility if they have an image of the customer with them.
2. Get the Headline Right
Another key page element is the headline. Copyblogger found 8 out of 10 people read only the headline. The promise of the headline must be compelling enough to turn a browser into a reader and then a sign up. Copyblogger offer a 11 part course to help with this. You won’t get the headline right first time. Optimizely lets you to test different headlines (and images) with no coding required. Testing should be an ongoing process.
3. Be Mobile Friendly
The big movement right now is towards responsive design. This means that a web site will reconfigure to be usable for any device from laptop ti smart phone. Website builders from Virb to Wix and Squarespace now offer responsive solutions. Excellent responsive themes are available for WordPress.
Despite this, only 6% of small business websites are mobile ready according to a recent survey. The same study calculated that the lack of mobile readiness is costing US small businesses $1T each year. Mobile is now 28% of all web traffic. 4 out of 5 of these visitors will leave a site if it is not mobile optimized.
Make sure your emails are mobile optimized also. 70% of users will delete an email if it does display well on their smartphone. 75% of users open emails on smart phones.
Looking for help with improving conversion. Contact us at Revenue Architects.
For more ideas, go to Revenizer for 400+ more tips on optimizing digital + real time stats on your marketing performance.
The article summary is below.
Linkedin is the most prominent social media network that investors use to research financial decisions.
With the large and every increasing number of affluent investors using LinkedIn, their expectations are that you have more than a presence. In order to provide value and differentiate from competitors, independent financial advisors need to actively engage. Very simply, an active and robust presence on LinkedIn will enable you to better retain and attract new clients.
- Increase your visibility, starting with a robust, search optimized profile
- Reconnect with clients and colleagues
- Get recommended
- Enhance reputation/build influence
- Prospect for new clients
- Share and join events/groups
- Conduct targeted advertising
- Set up a Company Page
In a recent webinar hosted by our colleagues at Blueleaf, we shared a model for how advisors can build a balanced revenue architecture approach for inbound and outbound marketing.
For many advisors, about 70% of business has traditionally come through outbound marketing and referrals, but studies show that 89% today’s ‘buyers’ begin their evaluation with a web search and 70% of their decisions are made before they meet you face to face. Engaging this ‘new wealthy’ requires a strong digital presence and an inbound marketing capability, yet, many advisors are out of balance – either relying too much on the traditional outbound or on the new inbound marketing models.
In our view, the key is to develop and execute balanced approach driven by the metrics of your business. Financial advisor inbound marketing must be balanced with an effective outbound approach.
Expanding Your Digital Review
Website assessments are nothing new, yet today we need to be taking a comprehensive view that includes a look at your websites, apps, media and social media presence. So, when you do your next check up, instead of thinking “website assessment”, you should be thinking “digital assessment”. Given how rapidly things are changing in digital strategy and systems, you should be conducting a self-assessment at least each year. When we do this for clients, we call it a “DXI” – Digital Experience Index. The benefits are clear.
Yesterday, I had an in depth session with a leading Boston area financial advisor. Their firm has doubled every five years and they have plans to double again in the next five years. In the past, their growth has been on the back of solid personal business development activities by the two partners along with timely, yet somewhat ad hoc referrals. To achieve the next level of growth (from $300M to $600M AUM) they understand that they need a more systematic marketing and selling engine. But what should they do differently?
The challenge is that, along with growth comes increased business and operational complexity which takes up more senior team time. The senior team is saddled with business responsibilities and are not able to fully engage the market as intensely as they did in the early growth years. At the same time, it is the senior team that is most critical to selling success. So, what is the answer?
Part of a good solution is to develop a ‘Model Week’ for each member of the business development team. The model week articulates the level of selling activity that is both critical and realistic in a given week – balancing much needed personal time with the needs of the business and the sales engagement process. The elements that should go into a model week can be derived by building a revenue model. Here are some considerations:
For golfers, particularly in the northern and colder climates, this is a great time time of year. We immerse ourselves in the Masters experience. Non-golfing friends and partners hear The Golf Channel in the background and before long, they get to know the players and the shot strategies though subconscious listening.
As I look ahead to the weekend – and in particular to the last 9 on Sunday (the best 3 hours in sports), I also think of the how incredible it is that Augusta National has created such a powerful and unique brand. Even Bubba Watson was brought to tears yesterday when talking about the importance of the “green Jacket” There are lessons in here for any business and particularly for those offering a professional service experience.
With a solid Digital Marketing Foundation, Financial Advisors can run effective, targeted campaigns to build reputation and generate qualified client leads that can be nurtured and won.
Digital Marketing Foundation
- Target Market Strategy
- Overall Content Marketing Plan
- Quality eMail Marketing List & Tools
- The Right Sponsorship, COIs & Affinity Groups
HNW Investors are Social
For financial advisors, social media represents a powerful addition to traditional marketing. Indeed high net worth investors are active on social media and expect their advisors to be also. To wit,
- 87% use social media
- 52% of investors want to connect with advisors on LinkedIn
- 50% of high-net-worth investors want market, trend, and product information via social media
- Lorman Education
- Charles Schwab IMPACT
- Mutual Fund Education Alliance
- Inbound Marketing Summit
- NAPFA Conferences
- MIT Sloan Symposiums
- Harvard Business School Events
- The Content Marketing Conference
- The Pan Mass Challenge
- Best Buddies Challenge
- Food Venture Center (Vermont)
- The Fund for Greensboro (Vermont)