Financial Advisors Should Think About Search Engine Optimization As The Lead Generation Master It Can Be!
What’s the primary marketing objective of any financial advisory brand?
To streamline lead generation and turn potential leads into real clients, thereby growing their brand’s bottom line.
Unfortunately, this is easier said than actualized. Many financial advisors are tempted to implement DIY or trial and error marketing strategies. Perhaps after making some mistakes with your marketing strategy, you will finally figure out a marketing plan that works best for your business. But at what cost?
Things have changed!
I am old enough to remember the days before the internet existed and if you wanted to find any business, you flicked through the yellow/white pages and started ringing around to get the best quotes. Or if you were unfortunate enough to have got your phone number on some marketing list, you would get call after call, as you tried to sit down for dinner, from all and sundry trying to sell you ‘this plan’, ‘that option’, or those ‘life-changing gadgets’. At times the calls became such a nuisance, my dad threatened to cut the phone cord.
But today it is all changed. No longer do we spend time crawling through the yellow or white pages looking for a plumber, vet, or any other service we may need ( do the yellow/white pages even still exist?). Instead we simply ‘Google it!’ And according to Google, there are on average 135,000 searches a month for the term financial advisor, in the US, over 40,000 for ‘financial advisors near me’, and over 33,000 for ‘financial advisor near me’. Over 200,000 individuals a month, carrying out a search for a financial advisor. And that figure does not take into account the other terms people use to search online for a financial services business. There are terms such as financial planning, retirement planning, retirement planner, wealth management, asset management, and many more besides. Oh and let us not forget the local search extensions either!
What do I mean by local search extensions?
Well if someone was in Chicago, they may type into Google, ‘Financial Advisor Chicago’ (which gets approx 1,000 searches a month, in case you were interested) to narrow down their search, and make it more relevant to them. Can you imagine, 1,000 people a month searching for a business like yours (if you are a financial advisor who is reading this article)? Problem is, it is highly unlikely that you will see any of those searches visiting your site unless you have a high-quality SEO strategy in place. But I will get on to that in a moment.
Why SEO is important for your Financial Advisory
So if you are a financial advisor, why should you consider SEO, other than because there are relatively high search volumes every month? Well, recent statistics point out the importance of search engine optimization for a business, especially if they are locally based. And here are just a few.
- 68% of online experiences begin with a search engine. (BrightEdge)
- 0.78% of Google searchers click on results from the 2nd page. (Backlinko)
- 53.3% of all website traffic comes from organic search. (BrightEdge)
- 92.96% of global traffic comes from Google search, Google Images, and Google Maps. (Sparktoro)
- SEO drives 1000%+ more traffic than organic social media. (BrightEdge)
Now as great as these statistics are is showing you the importance of having SEO for your website, there is one statistic that actually should concern you.
90.63% of pages get no organic search traffic from Google. (Ahrefs) In other words, we can probably guarantee that out of the financial advisors in your city you are getting virtually no traffic to your site at all.
The good news is that a well-thought-out SEO strategy can boost your financial brand’s credibility and rank higher in search engine results pages. Better rankings expose your brand and its promises to your target audience. This is the primary reason a financial adviser should consider SEO an integral component of their marketing plan.
Sure, referrals are still a profitable way for financial advisors to attract new clients. However, using it as your only way of attracting customers is a thing of the past. Your business needs to establish a robust online presence and implement a professionally designed digital marketing strategy in correlation with referrals to create an excellently performing marketing plan. This could turn your website into a lead-generating machine.
Just look around, and you will be overwhelmed by how quickly your competitors are moving through Google rankings. Do you think they still depend on referrals, marketing events, and advertising their services in newspapers? The chances are that they have built a distinctive brand and established a robust online presence. They may be good at SEO, but you need to be better to outpace them.
Isn’t that one more reason to pay attention to SEO as part of your marketing plan?
Perhaps it takes time and varying ‘recipes’ to achieve the ideal business website that attracts massive traffic and converts a larger percentage of users into loyal customers. But this doesn’t have to be the case with your financial advisory business. There is a way around the trial-and-error approach and the challenges associated with it. Just hire a trustworthy SEO agency to transform your business website into a lead-generating machine. Maybe that could be us at NTA SEO Finance? After all, we are on a mission to make our clients the preeminent brand within their financial services niche/metro area. We are only going to work with one company per geographical location, and whoever it is we work with, we will make them the number one financial advisors brand online. It might as well be you if it’s not too late!