Whether it’s expanding your social media presence, implementing website best practices, or finding better ways to communicate with clients, we’re often on the lookout for big-picture items to improve advisor marketing.
Focusing on the big picture is essential. But throughout my career, I’ve found that some of the best results can come from making small changes to what you’ve already built. Sometimes, all it takes is a title change or the quick switch of a thumbnail to adjust performance.
To that end, I’m sharing a list of the 7 quick and easy-to-implement upgrades I would recommend for any advisor’s marketing strategy. Let’s jump right in.
1. Add a “Schedule Meeting” Button to Your LinkedIn Profile
Like your website, your social media profile is optimized to act as a first introduction to your brand, which has the potential to generate leads. So, why not remove additional roadblocks and add a schedule button right to your LinkedIn profile?
To add a Schedule Meeting or Book an Appointment button to your linked profile, follow these steps:
- Click the pencil button beside your LinkedIn Premium Logo
- Scroll down to the “Custom button” section
- Tick “Book an appointment”
- Paste your Online Calendar URL to the box
- Check your LinkedIn profile to ensure the button is working
2. Add a Calendly Link to Your Website
Similar to your new LinkedIn scheduling button, let’s simplify the lead conversion process for your website by implementing a Calendly link. With a Calendly link, site visitors can schedule and set meetings at a time that’s convenient for them.
This is great for lead generation as it puts minimal stress on prospects, allowing them to set up a meeting without even having to pick up the phone. Best of all, they can schedule a meeting from anywhere and at any time – saving you and your team time while acquiring potential leads when the office is closed.
Using calendly.com, follow these instructions to embed a Calendly link onto your website:
- From your Home page, visit the Event Types tab.
- Locate the event-type card you would like to embed and select Share.
- Select Add to Website.
- Choose how you’d like to add Calendly to your site and select Continue.
- Make any relevant changes to your settings, and select Copy Code.
- Paste your code in your website’s HTML editor
3. Optimize Your Value Proposition
Showing what you bring to the table is invaluable for an advisor. A well-optimized value proposition lets you highlight your expertise and stand out from the competition. Some ways you can do this are by ensuring your website follows the 5-second rule. This means that site visitors know who you are, what you do, and how you do it within 5 seconds of entering your site.
When done well, this simple change can help reframe your site to visitors, allowing it to stand out from competitors while appealing to your ideal audience.
4. Claim and Optimize Your Google Business Profile
Google is a great place for advisors to get their name out there by improving their SEO and ranking higher in search results. The better they rank, the easier it is for people to find them and seek out their help. Though there are many ways to optimize your site for SEO, a quick one is to claim and optimize your Google Business Profile.
This will allow you to put important information about your business on Google for everyone to see. Things like name, address, contact information, and even reviews, depending on your compliance. Being able to optimize your Google Business Profile makes it easy for prospects to find your business, setting them on the track to self-qualification.
To claim and optimize your Google Business Profile, go to google.com/business/ and click “Sign in.” From there, follow the instructions to set up your profile. Be sure to add the following, if applicable:
- Your business description
- A Logo
- Hours of operation
- Social media links
- Address (if you have an in-person office)
- Phone number
5. Share Generalized Case Studies
Many prospects have never worked with a financial advisor before. Demonstrating your expertise can help them see whether you’re the right fit.
Case studies are an excellent way to demonstrate expertise and the results of your services. Of course, you can’t share direct case studies, but you can share generalized ones—that is, case studies that describe a problem, demonstrate how you solved it, and share the results. Case studies like these can show the effects of your services without revealing client info.
6. Spend Time on the Right Social Channels
Not every social channel fits with every advisor. Depending on your audience, you might be on Facebook, Instagram, or another social media entirely. What matters is that you find out which one works best for you and is worth your time. Gauge your target audience and see what channels they prefer to use.
In addition, based on the type of content you share, the social media platform that best suits you might change. For example, content focused on preparing for retirement might be better suited to Facebook over Instagram.
7. Leverage Canva to Liven Up Your Marketing
Creating content is important for any advisor trying to drum up lead generation. But to see the best results, you often need something that stands out.
Using unique, branded imagery can help. And luckily, you don’t need expensive software to create effective images for your content. With Canva, anyone can start creating custom images to support their content. To get started with Canva, head over to canva.com to create a free account.
Wrapping Things Up
As you can see, there are many ways to boost your lead generation, everything from adding a simple link to creating content for posting. I hope these quick tips give you some strategies you can implement today.
