Financial advisors and asset managers take note: your website is the engine that drives interest, traffic, leads, conversions, sales, and revenue.
If you have compelling content online, prospects may come bounding in to see if you can help solve their problems or answer their questions.
Without an inbound marketing engine, your online marketing efforts will be stalled.
Do you have an inbound marketing strategy? If not, here are six inbound trends to consider when going inbound:
1. The Importance of Having a Website to Generate Additional Revenue
Referrals, events, seminars, client meetings, and networking activities still remain prime income generating methods, of course. But what is your website for? If your think of your site as the hub of marketing activity, it can be an income source, too. With your site as the hub, other marketing content comprise the spikes that lead to your site.
Content includes blog posts, case studies, white papers, eBooks, email marketing, fact sheets, infographics, podcasts, videos, whitepapers, and more.
Your website, indeed all of your marketing communications, should speak to your client’s persona – their age range, income, education, interests, preferred methods of communication, pain points, and objectives.
A key component to an impactful website is the landing page. If you don’t have a landing page (it’s the one-page form that people get to when they’ve clicked on your offer button) your prospects have no way to give you their contact information.
Landing pages and calls to action are the missing links of lead generation; they are how managers get prospect contact information in exchange for a free offer, like a white paper, eBook, or demo.
2. Inbound Marketing May Be an Additional Source for Pipeline Leads
In inbound marketing, prospects may find you from their initial web search via blogs, eBooks, and other relevant content you have produced.
Inbound marketing is permission-based: it seeks to educate and inform prospective investors and clients when they are ready to hear from you. Like a magnet, inbound seeks to pull prospects closer in to you, based on the helpful information you have provided.
Some traditional outbound marketing, by contrast, is like a megaphone. Traditional marketing is interruption-based, like cold calling, unwanted emails, and print and radio advertising.
Do you like to be interrupted? Perhaps your prospects don’t like interruption-based marketing either. Inbound marketing helps you match your selling process to how people want to be sold: 85% of business decision makers prefer to get company information in a series of articles. (Source: HubSpot).
3. The Role of Content Marketing for Asset Managers
The right content – informative, educational, evergreen – may help solve your prospective client’s problem.
Take blogging, for instance. Blogging is critical. Firms that blog, according to HubSpot, have generated 126% more leads than those that don’t. Blog about what’s important to your audience. Don’t blog about yourself, your products, or what you want to sell.
Your content on the web helps drives search rankings, visitors, conversions. Likewise, your social media accounts – Twitter, LinkedIn, Facebook – may drive more visitors to your site.
4. The Use of Social Media as an Asset Gathering Tool
Having a presence on social media platforms like Twitter, Facebook, LinkedIn, and Google+ has become a huge part of many investment firms’ inbound strategy.
Do you use social media as a distribution tool for your content? 84% of financial advisors used LinkedIn, Twitter, Facebook, and/or Google+ as part of their marketing, according to a 2015 study by Putnam Investments. The average advisor added $4.6 million in assets under management from a social media lead. Of course, as with all marketing content, you must have compliance approval.
5. The Need to be Mobile-Friendly
A mobile-friendly site (often referred to as a “responsive website”) is an absolute for an impactful inbound strategy. As of 2014, “More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan.” And if you don’t have a mobile site, expect to be ranked lower by Google on search traffic.
6. The Need for a Marketing Strategy
Few alternative asset managers even have a marketing strategy. According to B. Johnson & Assoc., “81% of all hedge funds have no marketing plan, 76% of hedge funds tap out their network of investors within one year, and: 89% of all hedge funds fail to reach $100 million in assets under management.
Emerging, newer, and smaller asset managers with less that $500 million in assets under management often have difficulty getting noticed by registered investment advisors, high net worth individuals, and institutions.
Many financial advisors are in the same leaky marketing boat. They don’t have a documented marketing plan beyond referrals form existing clients.
Don’t expect immediate results as you move to an inbound strategy. However,
inbound marketing may provide a comprehensive marketing strategy for asset managers and advisors without a plan.