Differentiation is critical to growing your advisor business. But where should you focus your energy to see the best results? Here are 3 great ways on how to make your business stand out.

1. eBooks

The content you offer defines the quality of your website. eBooks are among the most highly perceived value content you can offer. In fact, a recent study found that eBooks are the top type of content requested for B2B content marketing. Using FMG’s extensive content library, you can add and share a variety of content, including eBooks. Here’s how you can get the most out of FMG’s eBook content.

Choose a Topic That Speaks to Your Ideal Client

The first step to selecting the right eBook topic is to create a persona for your ideal client. You can model this persona after some of your favorite real-life clients. What topics they would be most interested in? Take some time to brainstorm.  

Next, craft a specific question that you would like your chosen eBook to answer. This will help you narrow in and differentiate your advisor website in search engine results pages (SERPs). Be sure to speak to this question through any social posts or landing pages that reference your chosen eBook. 

Establish a Dedicated Landing Page

Once you’ve selected your high-value eBook, you want to be sure that you give it the proper real estate on your website. Create a dedicated landing page for your chosen eBook to maximize downloads and data capture. Be sure to include enough information on the landing page to indicate what the user has to gain by downloading the file. 

It’s also essential to use similar images and phrasing when posting links to your landing page on social media. If a user clicks a link on social and goes to a landing page with similar images and phrasing, they are more likely to trust the page and fill out your download form.

2. Video content

It’s hard to understate how powerful video can be for optimizing websites. When you introduce strong video content to your website, you can improve everything from time on-site to lead capture effectiveness. A recent survey found that 60% of both B2B and B2C marketers use video for marketing.

Once you have your video created, there are several ways that you can use it to optimize your website.

Use Video to Optimize Landing Pages

Making an outstanding landing page is the best way to capture the information of casual investigators and turn them into active leads. In fact, one study found that videos on landing pages increase conversions by up to 80%. 

When a user visits your landing page, the best way to convert them is to keep them on the page as long as possible to fill out one of your forms increases exponentially. Video on a page can lead to higher form sign-ups.

Use Video to Build Rapport

While video content can be purely informational, it can also be a great way to connect with your audience on a more personal level. You can successfully build rapport with your audience when you appear in your videos, showcase your activity in the community, or take your audience behind the scenes at your financial advisory. 

While educating your clientele and investigators is a crucial marketing strategy, don’t forget that you need to be someone they trust with their money at the end of the day. Trust is still the number one cited factor that customers use to decide if they will engage a financial service professional.

Host Video on Your Homepage

When someone visits your site, you only have five seconds to capture their attention. One great technique for capturing attention is to use video on your homepage. You can either host a standalone video or even use the video as a moving image behind your header. 

It is not good to have a video automatically play with sound. People often browse the internet in situations where they don’t want to hear any noise out loud. Instead, consider adding captions to videos where the sound is integral to the content. These kinds of videos are also great on social media platforms.

3. Podcasts

Your website should establish you as an expert in your field. And podcasts are perceived as top-shelf content that can go a long way in demonstrating your thought leadership. However, be sure to check with your firm regarding podcast policies and procedures before tapping into this strategy. And once you’re able to get started with podcasts, this list will help. 

Create a Dedicated Podcast Page

If you are hosting a podcast, you will want to create a page where users can peruse all of your episodes. You can also create posts on your blog for each episode. Then, using the tags in your blog, you can often make a stand-alone page that includes all those tagged with podcasts.

Include a Synopsis of Each Episode

No one would argue that a podcast title is an essential part of your content creation strategy. However, don’t rely on the title alone to communicate the value proposition of each episode. Create a synopsis describing key takeaways contained in the episode. 

Not only will providing a synopsis of the episode give your potential audience an idea of why they should dedicate time to listening to your episode, but it will also provide search engines like Google with the information they need to match your content with the appropriate search queries. 

Include Links to Your Website in All Podcast Listings

If you are taking the time to create a quality podcast, you must list it across all the central podcast hosting platforms. These platforms will always provide a space for you to include links to your website. 

Consider driving potential customers back to your dedicated podcast page rather than your home page. The best possible scenario is an interested investigator will return to your page and listen to additional episodes, increasing the chances that they will fill out an information form, and add them to your mailing list.

In that webinar Samantha Russell, Chief Evangelist at FMG, Mary Kate Gulick, CMO of Carson Group, and Susan Theater as they cover website design practices to boost conversions in 2022, including:

This webinar had A LOT of great information, and we hope it helps you create an advisor website that stands out from the competition.

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