Like it or not, advisors are now in the publishing business. It is important to not just tell people what you do, but to also demonstrate it. That means a sound content marketing strategy needs to be created that will improve search engine optimization, regularly drive more engagement and ultimately meet the business goals.
Use a tool like Google Analytics to measure the success of the website strategy.
Additionally, create a lead funnel on the site so new business can be sourced back to the site to have no doubt that it is resulting in a positive ROI.
5. Get Help
If marketing is not your expertise, partner with an expert that can support your organization. However, do not hire a marketing agency with “fluffy” advice. Hold them accountable to help meet your business goals.
Many firms just promise improved brand awareness, but that is hard to track and often is not effective. Instead, pick a firm that is focused on delivering positive results. Define what the desired outcomes are before hiring the outside resource. Avoid getting locked into a long-term retainer. After collaborating, measure that a positive ROI is achieved!
Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.