Many financial advisors employ internal digital marketing teams. Yet these teams may not always be large enough to cover the full scope of the firm’s digital marketing needs.
One way to do that is to add new members to the firm’s internal marketing team. Another option is to contract with a digital marketing agency to support the firm’s internal team. However, both internal and contracted digital marketers need to know certain things before starting digital marketing campaigns for financial advisors. Especially if they are new to this industry.
3 things digital marketing teams need to know before they start building campaigns for financial advisors
- There are often stricter legal requirements.
Financial advisors must meet specific and rigorous legal standards in everything they do. This can impact their digital marketing in several ways: It can limit the topics and keywords that can be used to create content for financial advisors. Strict legal requirements also tend to mean that specific language must be used in content. The review process may also include having content reviewed by legal experts.
- Content review processes can be longer.
Typically, content created for financial advisors is similar in length to content you may have created for other clients. What may be longer, though, is the review process for content created for these clients. Besides internal review from by your writing and editing team, the review process may also include:
- Having all content approved by someone on the client’s team.
- Having all content approved by the client’s legal experts.
- Multiple rounds of revisions to satisfy both approving parties.
In turn, this lengthy review process means your team will be working with the same content for much longer than they may be used to. It can also make putting out content that responds to certain times of year or current events more challenging.
- Finding rankable keywords can be more challenging.
Financial advising and planning is a very important and relatively popular industry. Research shows that 38% of Americans were working with a financial advisor in 2021. However, the scope of services that many financial advisory and planning firms offer can be limited.
One challenge this fact can present to digital marketers is the narrower range of keywords that may be available to rank for. Indeed, many of the most popular financial advisor-related keywords can be nearly impossible to rank for if the client doesn’t have a strong organic presence already.
As a result, your SEO team may have to spend more time searching for more rankable keywords. They may also have to be very creative about the types of keywords they choose to target for financial advisor clients.
New digital marketers working for financial advisors need to know these three things and more to have a better chance of success. However, partnering with a digital marketing team that has experience providing digital marketing for financial advisors is an option, too.
BURG+CO. can partner with your team to build effective digital marketing campaigns for financial advisory firms
Increasing traffic to a financial advisory firm’s website plays a major role in increasing conversions and bringing in new clients. However, it’s difficult to attract visitors to your site when you have a small internal marketing team or your team hasn’t worked with financial advisors before. Fortunately, BURG+CO.’s team has years of experience working with financial industry clients.
Our team’s experience includes helping financial advisors and planners improve their digital presence to attract new leads and retain existing ones. If your small internal marketing team is looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about the digital marketing services we offer or to schedule a complimentary consultation.
