The Art of Inbound Marketing

Your Adjacent Possible Action Guide

Understand Audience Drift

  • Create your campaign around segments of clients and prospects. For example, you may wish to target everyone on your client/prospect list age 50 and over with retirement-related content.
  • Establish a quarterly client advisory board from a representative sampling of your client mix to get feedback on your website and your current marketing strategies.
  • Hold a lunch to ask for suggestions to better serve your clientele, send out a survey or speak with clients at the end of face-to-face meetings.
  • In your initial meeting with clients, try to understand how they like to do business and make adjustments accordingly. Here are a few questions you might ask:
    • How often do you expect to meet in person?
    • How often would you like to speak by phone?
    • Do you prefer calls or emails? If you leave me a message, how soon do you expect a return call?
    • Craft a relationship based on these preferences for the highest level of client satisfaction.

Create Content That Counts

  • Your content (that you post on your website, that populates your social pages and that you send out in emails) should be directed to a few distinct target markets. And no, it doesn’t count to say that your target market is anyone with money to invest! Tailor each stream of content to your specific niche markets and build an inbound marketing strategy that addresses each one.
  • Make a concentrated effort to pull together some effective stories and case studies that appeal to target prospects. Create blog posts and use photos to show clients who have sent a child to college, gone on a fantastic vacation or recently retired. Use more stories in your website copy, presentations and blog posts.
  • Alter or remove any content that consistently fails to attract an audience.
  • Make a note of what type of content gets the highest response rate and use that model as a basis for future campaigns.
  • Create professional video to add to your website.

Initiate Action


  • Craft a well-written, keyword-rich summary similar to the “About” section of your website.
  • Upload a professional, well-lit headshot.
  • Update your education and work experience.
  • Join three LinkedIn groups where your clients can find you.
  • Connect with all clients, potential clients and centers of influence.
  • Link your FMG Suite Social tool to post relevant content that drives traffic back to your website.


  • Create a Facebook business page.
  • Upload a cover photo and profile photo.
  • Share your business page information with your clients.
  • Like local groups’ and organizations’ pages.
  • Post content that highlights your involvement with your team, clients and the community.
  • Share content that educates your followers.
  • Upload photos and videos that attract visitors and encourage shares.


  • Create a profile.
  • Write a 160-character bio that describes your strengths and interests.
  • Upload a professional photo and custom background.
  • Follow industry news sources, gurus and thought leaders.
  • Tweet interesting links and industry-specific information.

Build a Relationship of Trust

  • Decide if you will update your website yourself, delegate the task to a team member or outsource the job.
  • One of the most visited pages on an advisor’s site is their About page. Make it great and include your personality and passions. These three tips will make it easier to write your bio:
    • Explain in the simplest terms what you do and who you do it for. List keywords that illustrate your niche and use them often.
    • Briefly explain in lay terms information that helps prospects trust you, such as your designations, professional training and experience.
    • Round out your profile with the answer to this question: Why do you do your job? Follow up with your volunteer activities, hobbies and details about your family.
    • As a general guideline, use short paragraphs and tight sentences. Your reader wants the short version of your life and experience.
    • Have someone else proofread for typos or misspellings.