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Seo for advisors everything you need to know
1.
2. Next
steps
FREE
WHITE
PAPER
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Add white paper slide
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3. Next
steps
Phil Laboon
President/CEO
ClearSky SEO
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SPEAKERS
Loic Jeanjean
Director of Sales & Marketing
Advisorwebsites.com
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4. CONSUMER BEHAVIOR IS CHANGING
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steps
% OF DIRECT MAIL NEVER
OPENED
86 44
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% OF PEOPLE
WHO SKIP TV ADS
Source: The Guardian, August 2010, TSEA.ORG, March 2009, & EPA.GOV, November 2010
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5. # OF US CITIZENS ON THE
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steps
RULES AND REGULATIONS
“DO NOT CALL” LIST
300,000,000 ?
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# OF US CITIZENS
Source: FTC, July 2010
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6. # OF US CITIZENS ON THE
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steps
RULES AND REGULATIONS
“DO NOT CALL” LIST
300,000,000 200,000,000
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# OF US CITIZENS
Source: FTC, July 2010
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7. How do people find what
they’re looking for?
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steps
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8. PERCENT OF THE POPULATION DOES
RESEARCH ONLINE BEFORE BUYING?
86% of the public will research a
service or product before making a
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steps
buying decision
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68% of consumers spend time reading
content from a brand they are interested
in. [The CMA]
78% of of consumers believe that
organizations providing custom content
want to build good relationships. [TMG
Custom Media]
7 in 10 consumers prefer to learn about a
company through articles, not ads. [Marketing
Tech Blog]
90% of consumers find custom content
useful. [TMG Custom Media]
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10. -articles, Q&A, video, podcasts, images/infographic,
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steps
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AGENDA
Consumer behavior is changing
What is content marketing?
Targeting your ideal client
How to create & share valuable content
slidesharing
Next steps
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steps
A SIMPLE MODEL FOR SUCCESS
Traffic Conversion Measurement
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12. Next
steps
Traffic Conversion Measurement
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GETTING FOUND
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13. Next
steps
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% OF PEOPLE WHO DO
INTERNET SEARCH
91
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14. Next
steps
SEARCH ENGINE TRAFFIC
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15. Next
steps
SEARCH ENGINE OPTIMIZATION
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16. Next
steps
SEARCH ENGINE OPTIMIZATION
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steps
CONTENT MARKETING DEFINED
Content marketing: technique of creating and
distributing relevant and valuable content to
attract, acquire, and engage a clearly defined and
understood target audience – with the objective of
driving profitable customer action.
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19. MASTER CONTENT MARKETING IDEA #1:
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steps
ID YOUR IDEAL CLIENT
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20. HOW TO CONNECT WITH YOUR IDEAL CLIENT
• Provide valuable content that your target audience will want. Then getting
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steps
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• Who’s your target?
visitors to fill out a form to access this information.
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21. Next
steps
CREATING A BUYER PERSONA
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Demographic information, including:
•Job title, role, and responsibilities
•Department
•Company size
•Industry
•Location
•Budget
Behavioral information, including:
•Motivating factors
•Expectations
•Concerns and pain points
•Role in the purchasing process
•Understanding of your products and
services
•Needs met to ensure a purchase
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22. MASTER CONTENT MARKETING IDEA #2:
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steps
CREATE VALUABLE CONTENT
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23. Next
steps
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TYPES OF CONTENT
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25. HOW DO YOU GET MORE TRAFFIC TO YOUR
Jeff uses his blog to answer
frequently asked questions
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steps
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SITE?
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steps
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38 Million
results
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27. Next
steps
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All these
companies
pay for results
Here we see
Retirement
Jock: ranked
number 2
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28. Next
steps
COMPANIES THAT BLOG
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29. Next
steps
COMPANIES THAT BLOG
57%
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of marketers acquired
customers from blogging
Source: State of Inbound Marketing, Hubspot, March 2012
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30. Description Cover of e-book Form
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steps
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CREATE AN EBOOK
Wealthy Doctor Guide: Ten
Financial Planning Strategies Every
Physician Needs to Know
A step by step guide for powerful financial
planning
• Will I outlive my Assets?
• Can I afford to Retire?
• Can I maintain My Standard Of Living?
Wealthy Doctor
Financial
Planning Guide
A step by step guide for
powerful financial planning
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31. Next
steps
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Are You Ready for Retirement?
A step by step guide to retirement planning:
• Will I outlive my Assets?
• Can I afford to Retire?
• Can I maintain My Standard Of Living?
Ten Valuable Tips
to Retirement
Planning
A step by step guide for
powerful financial planning
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32. Next
steps
CREATING LOVABLE CONTENT
Are you interested in creating your own great content?
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33. Next
steps
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KEEP IN MIND
QUALITY
QUANTITY
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34. MASTER CONTENT MARKETING IDEA #3:
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steps
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MAKE A PLAN
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35. Next
steps
EDITORIAL CALENDAR
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36. MASTER CONTENT MARKETING IDEA #4:
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steps
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SHARE IT!
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40. Social sharing quick tips
Add social sharing buttons to content
Include a quick description and link
Allow and encourage friends & followers to
share your content
Ask for feedback
41. Other ways to share
Newsletter
Email blast
Blog
42. MASTER CONTENT MARKETING IDEA #5:
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steps
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CONVERT
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45. Phone number
is on every
page an easy
to find
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steps
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Clear call to
action
Schedule a
consultation
Professional
photo, simple
clear message
Simple
introduction
to firm
46. MASTER CONTENT MARKETING IDEA #6:
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steps
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MEASUREMENT
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47. Next
steps
IT’S FREE AND WORKS VERY WELL
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48. THINGS TO MEASURE ON EVERY SITE?
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steps
Visitors & Goals
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49. THINGS TO MEASURE ON EVERY SITE
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steps
Traffic & goals
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50. THINGS TO MEASURE ON EVERY SITE
Next
steps
Dec 2012 Jan 2013
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WEBSITE TRAFFIC 3135
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51. THINGS TO MEASURE ON EVERY SITE
Next
steps
Dec 2012 Jan 2013
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WEBSITE TRAFFIC 3135 4455
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52. THINGS TO MEASURE ON EVERY SITE
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steps
Dec 2012 Jan 2013
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WEBSITE TRAFFIC 3135 4455
PROSPECTS
Requests for meeting 11
White Paper 1 9
White paper 2 7
Newsletter sign-ups 1
Total Leads 28
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53. THINGS TO MEASURE ON EVERY SITE
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steps
Dec 2012 Jan 2013
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WEBSITE TRAFFIC 3135 4455
PROSPECTS
Requests for meeting 11 20
White Paper 1 9 19
White paper 2 7 32
Newsletter sign-ups 1 2
Total Leads 28 73
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54. ADVISOR WEBSITES + CLEARSKY SEO
We make it easy
you’ll be found, convert
prospect into clients and see
your success.
Our clients love the platform
better: we’re always adding
new features
Next
steps
We help you win online:
we scored 9.6/10 for
customer support
We’re great and getting
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Welcome to the
Big Leagues!
Experience working with advisors
Customized for the financial
industry
Emphasis on your local market
Designed with your busy schedule
in mind
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55. Request a demo to learn how to build
a compliant, effective website.
Next
steps
Don’t have a website?
Request a Demo
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NEXT STEPS
Already have a website?
We’ll provide a review of your
existing website and tell you how to
get more visitors, look more credible,
engage more clients.
Personalized
Website Review
Give us call: 1.888.946.3188
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Welcome everyone:
Action packed agenda
Some good take-away for everyone
House Keeping:
We’ll start off by asking some questions to get a sense of how people are using the internet
If you have questions you’re welcome to enter questions in the bottom right window
I’ll go ahead an open the first poll – please enter your answer
OPEN POLL:
Speaker introduction
Say your role
Years experience, or sites launched, or sites audited
…Will be published in Financial Magazine
Consumer behavior is changing – advertising is more challenging than ever
Skip a TV ad using Tivo (fast forward):
Gone are the days when you could put an ad on Sunday night football and millions of people would see it. 86% of people now skip ads
- When it comes to direct mail, 44% never get’s opened. Personally I open my mail once a week and I do it over the garbage can.
Cold calling is now harder than ever
There are 314M people in the United States – can you guess how many are on the do not call list
Additional speaking pionts
many of you built your business through cold calling
Well it turns out that it’s harder than ever to
And if you’re prospecting it’s getting harder than ever to reach your target audience
I know a lot of advisors built their business through cold-calling, it’s harder than ever to connect with clients
UPDATE: 91% OF AMERICANS TO RESEARCH ONLINE BEFORE MAKING A BUYING DECISION
Ask co-presenter how what percentage they think do online research?
Speak to this stat
Tell people what the poll answer was
There’s a correlation between wealth and online research, the more you make, the more time you spend online
One of the tenants of good content marketing is that it’s actually worth reading. Whether that’s from simply skimming a top 10 list or an in-depth blog post, it has to be good
4. 78% of of consumers believe that organizations providing custom content want to build good relationships. [TMG Custom Media]
Not only do people do research online, the also decide who they’re going to work with
Tell a quick story…
- I planned by honeymoon online using trip advisors and expedia.
- I also searched for and found my house online
Here’s a simple formula that can be applied to all site:
Traffic: which is people visiting your site. Perhaps they Google your name
Conversion: Once they arrive at your site it’s important to have goals identified: what do you want your visitor to do
Measurement: you should look at to see if you’re site is achieving your objectives
Let’s break this down. The first step is to get traffic.
Does anyone know how to get traffic to a website?
We’re going to focus on search engines, as this is the most common way for people to spend time online…
ORGANIC V PPC
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it. Basically, content marketing is the art of communicating with your customers and prospects without selling.
Benefits of Content marketing:
Expert-status
Connect & engage your target audience
Create visibility of your brand
Drive traffic
Generate leads
Build trust
Client loyalty
Thought leadership
SEO
Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
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The number one way to connect in a meaningful way with your clients, is to provide valuable content that they want.
Let’s say your target market is doctors. What type of content would a Dr be looking for when they trying to select a financial advisor?
To really understand the buyers you’re targeting, it’s critical to take the time to construct corresponding personas, i.e., detailed profiles of those buyers made up of a combination of demographic and behavioral information. Those personas should clearly illustrate who your buyers are, which pain points they share, which factors they care about the most, and where they stand in the buying process. Doing so is often the most important step toward ensuring that the content you create will resonate with your audience. To build those personas, you need to do some research.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
There’s a lot of confusion around the term blogging, essentially it’s the process of sharing useful educational information on your website
But why don’t we show you an example
Blogging positions you as an expert
Creates a reason for people to come back time and again
Involvement in local charities, client luncheon, special announcements
Blog is a great way to talk with prospects
Website that Blog receive 55% more traffic
And 57% of marketing received a lead through blogging
Website that Blog receive 55% more traffic
And 57% of marketing received a lead through blogging
Blogging positions you as an expert
Creates a reason for people to come back time and again
Involvement in local charities, client luncheon, special announcements
Blog is a great way to talk with prospects
Blogging positions you as an expert
Creates a reason for people to come back time and again
Involvement in local charities, client luncheon, special announcements
Blog is a great way to talk with prospects
There’s a lot of confusion around the term blogging, essentially it’s the process of sharing useful educational information on your website
But why don’t we show you an example
This concept is very transferable
If for instance you were targeting retiring couples, all you need to do is change the headline, the cover of the e-book
And you’re set for a new market
Most likely you’ll out perform the competition.
We’ve created an e-book template, that everyone attending today’s webinar can get for Free
If you know how to use PowerPoint you can update the information in this guide
It’s easy to customize
Simple use
If you want a copy just request it at the end of the presentation
We’ve created an e-book template, that everyone attending today’s webinar can get for Free
If you know how to use PowerPoint you can update the information in this guide
It’s easy to customize
Simple use
If you want a copy just request it at the end of the presentation
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
For any piece of content to be successful, it has to be personalized and speak to a specific person (a potential buyer), with a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase.
Traffic gives us an idea of how many people are coming to our site
It also lets us know whether we’re improving over time
In January, we did a number of webinars, and blogs, and this drove the number of visitors up.
If you’re interested in getting more traffic there are some well defined strategies including:
Blogging
Buying ads (pay per click)
Social Networking
Email campaigns & newsletters
It’s also important to measure conversions
A little about us….
Customer satisfaction
Help people win online
