Keywords Are Crucial To Marketing For Advisors And Most Of Them Don’t Get It

Wednesday, July 18, 2012 19:50
Keywords Are Crucial To Marketing For Advisors And Most Of Them Don’t Get It

Tags: business strategy | marketing | niches | prospecting | Search Engines

Earlier this week, Bob Powell highlighted how advisors do a poor to average job of marketing. The problem, in practical terms, comes down to keywords.


Rarely do advisors have a strategic marketing vision, and an actual written plan is even more uncommon. Getting down to keywords is even more unlikely. Yet keywords are crucial because they are the substance of a strategic marketing plan, the end result of carefully designed marketing strategy.

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Keywords are the words and phrases people use to find you on the Web.


For example, say you are an advisor in Abilene, Texas who specializes in using options and ETFs. You would want to post content on your website and blog about options and ETFs and that mentions you’re in Abilene. The more content like that, the better.


Maybe you would write a blog post about how rare it is for an advisor in a small town like Abilene to be hedging ETFs with options. Or maybe you would post about how ranchers in west Texas understand and like to use options because of their ties to commodities markets.


Another example: an advisor in a suburb of Cincinnati who focuses on serving senior executives at Procter & Gamble might want to post about P&G’s deferred compensation plan, or maybe address the financial planning angles on an early retirement offer made by P&G to middle managers.


By writing content that is so specific, so directed to a particular market, your site will be more likely to get found on the Web by people searching for answers. The beauty of this is that people who find you that way are seeking exactly what you do. They are great prospects. 


Most advisors simply do not know that writing content targeted to well-defined niches  over the long run enables prospects to find them. I speak with advisors all day who do not know how this works or are unclear about how it works.


For the record, if you do not explain your specialties and what makes you different on the Web, you will sound like everyone else.


Writing content on your website that says “we personalize each client’s financial plan to their unique goals and risk tolerance,” guarantees that your site will not be found by prospects searching for answers to their personal financial problems.


It’s ironic that saying on your website that you provide personalized advice without being specific about the nature of the engagements ensures that the people who want personalized solutions will not find you.


Put another way, nobody searches for “personalized investment advice” and if they did they would not find you. Esoteric, highly specialized informaton about specific financial problems of people in your town is what works.


How do you know what your keywords are?  It takes some thinking. But it’s not rocket science. It’s common sense. While there is a lot of hype and nonsense being told and sold to advisors about search engine optimization, success is largely based on good strategic thinking.  



Comments (3)

Chris Winn
It is important to note that the keywords, search ad creatives and supporting information are all advertisements must follow the RIA and B-D rules as they apply to you. This means compliance approval, retention or records, and truthfulness/accuracy of keywords. For instance, "Best 401k Advice" would be a violation since it would be impossible to prove your advice is actually the best.
Chris Winn , July 19, 2012
Complying with advertising rules required, but it does not get in the way of success with search engine optimization.
agluck , July 19, 2012
Chris Winn
It should never get in the way if there is alignment between business and compliance. There are many ways to achieve success. Advisors just need to have either a compliance playbook or include compliance in the process to get keywords that achieve the goal without tripping over the rules. It will depend on firm policies and if there's FINRA involvement though.

In talking with many CCO's, it also never occurred to them to look at the meta data for on-page SEO nor are many aware how to view these .
Chris Winn , July 19, 2012

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