Fpa 09.04.12


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Fpa 09.04.12

  1. 1. MARKETING N early every adviser has a website today. The website has replaced the brochure as the must-have marketing communication piece. But if you’re like many advis- ers, you’re probably frustrated by the number of leads you receive from your website. After all, you spent dozens of hours writing content and working with a web designer—shouldn’t your site produce leads? You may even have online forms for people to sign up for your newsletter or schedule a consulta- tion. And still, the leads only trickle in, if at all. Here are the three main reasons why you aren’t generating leads from your website: 1. People aren’t visiting your website to begin with. 2. You don’t have a compelling call to action to encourage people to provide their contact information. 3. You aren’t placing enough calls to action on your website. Generating traffic to your website warrants a separate article, so it won’t be addressed here, but you can begin tackling the call-to-action issues through landing pages. Although you ultimately want people to contact you for an appoint- ment, many visitors to your website will not immediately be interested in your services. But even if someone isn’t ready to become a client, you still want to capture his or her contact information so you can market to him or her in the future. It doesn’t make sense to waste a good web lead just because that person isn’t ready to become a client. And that’s where landing pages come in. What Is a Landing Page? A landing page is a web page you create that allows you to collect a visitor’s contact information through a web form. Usually a landing page offers something tangible in exchange for contact information. For example, a landing page could offer visitors the opportunity to download a white paper by providing you with their name, email address and phone number. Once the form is completed and submitted, the PDF of the white paper would open immediately or would be emailed to the lead. In turn, you receive the contact information for the lead. A landing page is focused on one offer or call to action, such as “Download the e-book: Top 10 Financial Mistakes People Make in Retirement” or “Sign up for our next webinar: 5 Ways to Increase Your Social Security Income.” It’s short and to the point. A landing page should not be integrated into your website navigation through drop-downs or menus, but should instead be a separate page that visitors reach by clicking other buttons throughout your website (for example, the “Download our latest white paper” button on your home page). What Types of Calls to Action Work? You want contact information from as many people as possible who fit your ideal client profile or target market. Therefore, you should have a variety of calls to action. The offers you want to make available can come in a variety of forms, such as events, webinars, videos, e-books, white papers, online courses, appointments, financial assessments or a series of emails (for example, “10 Days of Retirement Tips”). Instead of offering content on just 20 Practice Management Solutions | September/October 2012 www.FPAnet.org/PracticeManagement Capture More Online Leads With Landing Pages by Kristen Luke
  2. 2. MARKETING www.FPAnet.org/PracticeManagement September/October 2012 | Practice Management Solutions 21 one type of subject, tailor the content for the specific audiences (“Retirement Tips for Baby Boomers,” “5 Financial Steps to Take After the Loss of a Spouse”). Having content on a variety of topics and in a variety of formats will increase the likelihood that one of those topics will spark an interest with a visitor and get them to take action. If you struggle to create your own calls to action, you may want to consider some companies that have created lead generating content such as Boulevard R (www.boulevardr.com) or My New Financial Advisor (mynewfinancialadvisor.com). These companies offer visitors the opportunity to create their own financial or retire- ment plan in exchange for contact information. While these are both good resources for capturing some leads, not every visitor is going to want to provide their personal financial information to a website for a free financial plan. For this reason, it is important to have different offers for different audiences—and each offer should have its own landing page. Landing Page Components A landing page should include a strong title, such as “Free e-book: 10 Secrets of Successful Women Business Owners.” It should be followed by a short descrip- tion summarizing what visitors are getting and why they should sign up or download whatever it is you are offering them. Use bullets and numbers when possible for easy reading. Also include a visual element if possible. For example, include a thumbnail image of the white paper or a screen shot of the title slide of your webinar. On the sign-up form you’ll at least want to collect first name, last name and email address. Decide which other information you want to collect, but remember—if you require too much personal information, it may discourage visitors from filling out the form. Your website should have call-to- action buttons throughout the site (home pages, sidebars and on your blog, including the end of each blog post) that link to your landing pages. Also use landing pages if you are using online advertising, including Google, Facebook and LinkedIn ads. By directing people who click your ad to a landing page, you will be in a better position to collect their contact information instead of just directing them to your website and hoping they will contact you. Landing pages also can be used in conjunction with email campaigns and social media. Instead of sharing a document directly through a link on your social media profiles and email campaigns, provide a link to the landing page where visitors can download the same information in exchange for their contact information. Finally, consider using landing pages for offline campaigns, such as print advertisements and direct mail pieces, where you provide a call to action and direct people to the landing page to redeem the offer, and as a result, collect contact information. How Do I Create One? Your webmaster should be able to create a landing page for you and set it up so that you receive an email when a new lead is captured. Functionally, it is no different than a contact form on a “Contact Us” page; the content of the page is just different. If you don’t want to involve your webmaster or want to create multiple landing pages, test their effectiveness and carefully analyze the analytics of your pages. Landing page platforms are available to make this easier. A platform such as unbounce (unbounce.com) works well for beginners, while a platform such as HubSpot (www.hubspot.com) is appropriate for more advanced market- ers looking to integrate all of their online marketing into one system. Kristen Luke is president and CEO of Wealth Manage- ment Marketing Inc. (www.wealthmanagement marketing.net), a firm dedicated to providing market- ing strategies and support for independent advisers. Landing Pages: What You Need to Know • Landing pages can be a step in the right direction to generate leads from your website. • To be successful with landing pages, provide offers that are unique and appealing to your ideal client. • A generic “complimentary consultation” landing page will not generate the volume of leads you desire. However, a “Free e-book: 5 Strategies to Getting Money out of Your Business” landing page may be of enough interest to a business owner to provide you with his or her contact information for future marketing campaigns. • The key is to provide frequent and interesting offers through- out your website and other campaigns to generate leads from your landing pages. —Kristen Luke “It doesn’t make sense to waste a good web lead just because that person isn’t ready to become a client. And that’s where landing pages come in. ”