Marketing for financial advisers: A comprehensive guide for new and established firms in 2022

Marketing for financial services

As a financial professional with a new firm your focus will be on gaining authorisation and building your client service proposition. At the same time, you need to build a great marketing foundation to impress the clients you hope will join you from day one. Although to compliment your efforts, there needs to be an engaging marketing presence, which will bring in more business and add value to the clients you hope will join you.

If you’re an established business, perhaps the phone isn’t ringing with enough new enquiries? Perhaps those you do get aren’t from the right type of people? 

Whether you are starting your brand look and feel from scratch or developing a concept you already have in place, this guide will give you everything you need to get your financial marketing strategy back on track.

The guide below is not definitive, but we hope it shows how Opulent Media Group can help you create and develop a joined up and coordinated financial marketing strategy.

Marketing for financial advisers

Our team has over a decade’s  experience working with financial professionals with compliant content creation, websites and SEO services, social media management, creative, pay-per-click and lead generation – all enabled by our talented in-house creative, content and digital team. 

We do not like to be considered an external marketing agency, instead as an extension to your business. Adding Official Google Partners to our armour has allowed us to cement our service offering, providing our clients with fantastic results. 

We work with firms of all sizes, from firms with just one adviser or planner to those with larger numbers, and have clients in the UK, Asia, Europe, UAE and USA. 

Learn more about our Seedling Bundle and Growth Bundle

You can request a pdf version to take offline here

Updated January 2022
Reading time – 27 minutes

Contents

5 steps to creating a financial marketing strategy

Financial focused branding logos and graphic design

Creating an inbound marketing strategy for Financial Firms

Websites designed around financial firms unique needs

Providing added value to customers and potential customers

Climb search engine rankings above your competitors 

Ensure your platforms look good and produce content with compliant, relevant messages

Adding further value to your financial marketing strategy 

Coherent and profitable lead generation and brand awareness strategies

SKAG (Single Keyword AdGroups) & STAG (Single Themed Advertising Groups)

Helping financial advisers attract leads

Develop and reinforce relationships with leads at every stage of the sales funnel

Automate, steam line and measure your email marketing efforts

Remain in the forefront of your clients minds

Financial Adviser Marketing & Google Analytics – Are You Doing It Properly?

The latest Privacy and Tracking trends for 2022

The most asked questions in Financial Adviser Marketing today

How do financial advisers get more clients?

If you’re a financial adviser, financial planner or other similar professional, you have probably asked yourself what makes a great marketing plan for a financial service business.

It’s not always possible to spend huge amounts of money on marketing channels just to “test the waters”. Instead, IFAs and financial professionals want to maximise their marketing investment from the start.

Our comprehensive guide is packed with useful advice. The application will be different depending on your specific marketing goals, resources and circumstances. However, we hope you find it inspiring and informative.

Marketing Planning

5 steps to creating a financial marketing plan

1) Assess Where You Are

This is how financial planners and advisors often start. After they have signed up to work together, they will sit with the client and go through their financial records to see “where they are”.

This same principle applies to your marketing strategy.

This could include a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) of your firm.

It should at least involve a comprehensive look at the “macro” environment within which your business operates – PESTER (Politics, economics society, technology, environmental and regulatory).

2) Establish Goals

Financial marketing is similar to navigating on a hike. It’s important that you establish your current position before you can determine a direction or goal.

Once you understand your micro and macro environments, as well as your SWOT analysis, you can begin to plan where your marketing efforts should be.

It is a good idea to consider this in the short-term (i.e. the next 3-6 months), and the longer-term (i.e. 3-5 years).

There are many goals that you can choose from. It’s important to ensure they are SMART (specific, measurable and achievable, relevant, and time-specific) 

This gives you more control over your goals and keeps your team motivated and focused.

3) Identify Your Client Persona(s)

This step should be done in conjunction with the previous one. This is where you will identify the exact “market segment” that you want to target with your financial marketing.

This is often called “client persona“, and refers to a fictionalised description of your ideal client.

You can drill down to demographic details (e.g. age, income, etc.) These people also share common psychographics

(e.g. Common worries, ambitions, priorities, and desires).

The next step is to research the market to determine if it’s viable.

It shouldn’t be so large that it is impossible to reach it. You should also be cautious not to choose a segment that is too small or lacks permanence.

4) Set Your Strategy

Now you have a clear picture of where you are at the moment, what you want from your financial marketing, and who you want it to reach.

It’s now time to consider the best strategy for you to reach your marketing goals.

There are many strategies that you can use to achieve your inbound marketing goals. You might consider a cost leadership strategy to gain market dominance by offering products and services at a lower price.

A different strategy is to focus on one area that differentiates you from your competitors (e.g. Specialist financial advice for Teachers).

5) Choose Tactics

This is where you can begin to consider which marketing channels may be best for your plan.

(e.g. Google Ads, Email Marketing, SEO, Facebook Ads and Others).

In fact, many inquiries we get here at Opulent tend to start with “tactics” (e.g. “Can you set up a Google Ads campaign for us?”) without taking into account the previous, crucial steps.

You should not just think about how you can promote your business. It is important to also consider other aspects of your marketing mix, such as:

“People” – (i.e. who in your company will deliver the product/service?

“Processes” – (i.e. How the product/service will be delivered.

Marketing for financial advisers

 

Branding

Financial focused branding logos and graphic design

For your brand to be authentic and recognisable in a highly competitive financial services sector, it must have its own unique traits. 

Colour, type, icons, imagery and even more abstract elements like tone, structure and values all which will play a role in nurturing existing and prospective client perceptions of your brand over time. 

But for your brand to be truly cohesive, it needs these individual elements to work together harmoniously, contained within a brand style guide. Without consistency, your brand will fail the authenticity test and people will struggle to build trust with your marketing. 

Your brand style guide includes not only the preferred fonts, colours and logos of your company, but also guidelines for writing and designing anything your company puts out, including websites, business cards, advertisements, social media, tone of voice and much more. 

You may already have some elements of a style guide, like a company logo and/or preferred fonts that everyone uses, but other things may need to be developed as you create your guide.

Your Brand style guidelines should a least include these elements:

Editorial style guide:

Decide your editorial tone and accepted standards for anyone writing copy, press releases, blog posts, social media updates and other collateral.

Logos:

This includes the size of the logos, the colours and how much clear white space should be around the logo. Also, details how and where the logo should and can be used for marketing purposes. You may also include multiple versions of your logo for use on specific materials.

Fonts:

Include the font family, size and weight (thickness) and how they should be used.

Colours:

A detailed colour palette including CMYK, RGB and HEX values of each colour

Words and Taglines:

Common descriptions and the company mission to be explained thoroughly, so copywriters and those on social media can be sure to have a consistent message. If you have a corporate tagline, we need to designate when, where and how it should be used.

Layout of materials:

You may want to specify the layout of your company letterhead, business cards and other marketing materials (like corporate brochure, newsletters, etc.)

Website layout and design:

Outline of the layout for your website (detailing consistent elements that should appear throughout) and social media accounts. To include guidelines for social media graphic creation.

Opulent Media Group is a financial specialist digital branding agency that can bring your brand to life online with a creative and compliant approach. Strengthening your brand allows you to engage your target audience, nurture customer acquisitions, generate brand loyalty, and see fantastic ROI.  

We believe that if you nail your corporate identity, branding, and logo, you’ll connect emotionally and build trust with your audience, which will set you off on the right track to meet your KPIs and improve your conversion rate.

Inbound Marketing

Creating an inbound marketing strategy for Financial Firms

First, it is important to understand the difference between outbound and inbound marketing. 

Outbound marketing involves proactively reaching out to potential clients to attract them to your services.

Although the need for outbound marketing has not disappeared, it is becoming increasingly outdated in the financial services marketing world. 

Inbound marketing, on the other hand, focuses on creating and publishing content that draws people into your website to leave their contact details.

Historically, advisers have travelled to meet new clients without knowing much about them or without a guarantee of business after an outbound lead. 

Since the outbreak of the COVID-19 pandemic, we have seen a new wave of Adviser interaction with clients. Gone are miles travelled, as Zoom meetings are the new norm. 

As a result of this change, financial companies are increasing their inbound budgets and instead focus on maximizing the opportunities that inbound marketing can offer. 

How can I grow my financial advisory business?

Specific content is key in creating an inbound marketing strategy. Inbound marketing simply means marketing yourself through blogs, newsletters, white papers, social media, ebooks, podcasts, video and other forms of content marketing. 

Knowing your audience is the difference between producing quality content and producing quality content that is actually seen.

We’re now going to look at some ways to market your firm: social media, emails, Pay Per Click (PPC), Search Engine Optimisation (SEO) and, of course, through your financial firm’s website. 

We’ll then look at what this all means as part of a joined up and coordinated marketing strategy, and how to use Google Analytics to measure and optimise. 

Websites

Websites designed around financial firms unique needs

A website is your business card on the Web. Make your services easily accessible on your website. If you are an expert in financial services, this is not the place to display modesty.

As more and more people are searching for financial advisers online, the importance of having an appealing website has risen. Not only will your website need to provide information about your services, it will also need to be visually appealing.

Naturally, you want to create a professional-looking website that is easy to navigate. You’ll also want to make sure that your website is responsive (mobile-friendly) so that it can be viewed on all devices.

What makes a good Financial Website? 

It’s important to remember that your website will have a huge impact on the trustworthiness of your business. After all, many people are looking for financial advisers online before they even call you.

First impressions are everything in the world of digital marketing, so it’s important to set up your website in a way that makes potential clients feel comfortable with your firm. The two must haves to include in your website design are:

  • Professional and easy to navigate design: Your website should be user-friendly and easy to navigate. It shouldn’t take more than 30 seconds for someone to find what they’re looking for on your site.
  • An easy contact form: The last thing you want is someone having trouble reaching out to you because they can’t find the phone number or email address on your site. Make sure there’s an easy contact form for visitors who want information about your services or want to ask any questions. 

Designing your Website

Your website has a big impact on how people perceive your business. It’s the first impression they’ll have of you and could be the deciding factor for whether or not they choose to do business with you.

If people can’t find what they’re looking for, your website design could be the problem. Make sure that it’s easy to navigate and that all pages are easy to find.

We always recommend using clean lines, minimalistic graphics, and a two-column layout to keep your website professional-looking. When designing, remember that less is more—remove any unnecessary content from your homepage and keep it high level.

When landing on your website, make sure visitors can quickly see the navigation element and any other important information about your company at a glance.

Also make sure to include contact information as well as hours of operation on every page of your site so that visitors know how to reach out if they need help or want more information about you or your services.

Content for your Website

One of the most important elements of your firm’s website will be the content within it. You’ll want to include relevant information about your services, but you’ll also need to make it engaging and easy for visitors to find the information they need.

The content on your site should be written in a way that’s easy to understand and should use simple language to ensure the information you provide is digestible. You also want to make sure that it aligns with what potential clients might already know.

For example, don’t use terminology that only experienced advisors would understand. If your target audience is inexperienced investors or people who are new to investing, you’ll want them to understand all of the information on your site.

Your website will be the first impression that many people have of your business. A professional and well-designed site will help you build credibility and trust with potential clients.

To create an attractive, user-friendly website for your financial advising company:

  • Use an aesthetically pleasing theme 
  • Utilise high quality images 
  • Make sure your website is responsive (mobile friendly)

Tips for Optimising Your Site

  • Research your target audience: What are they looking for in a financial adviser/financial firm?
  • Identify who your competitors are: If you know what the competition is doing, then you can do better?
  • Create a plan before you start designing your site: Write down what information you need on the site and how it will be displayed.
  • Be creative: You want to be recognised by your graphics and colors, but don’t overdo it.
  • Use appropriate fonts: Make sure the text is easy to read and consistent.
  • Include keywords in your text: This is so that potential clients can find your services quickly and easily on Google or other search engines.

Financial Adviser Website Strategy

If there is no website marketing strategy, your business can become lost amongst competitors. 

Highlight all your services with a financial adviser website design that truly reflects who you are as an organisation.

Your website should operate smoothly, without any glitches, because these issues drain prospective clients’ patience quickly if they get stuck trying to close pop-up windows, download files or wait for slow loading pages.

Read more about our Financial Adviser Websites

Content Marketing

Financial advisers who are new to the market should consider investing in a content marketing campaign. There are many types of content that are effective, so it is essential to identify the type that will benefit your firm the most.

Your content should be informative and add value to your audience. It should be entertaining and engaging. However, there are some unique challenges that should be considered before you implement a content marketing strategy.

Don’t make it about you! The focus of content marketing for financial advisers should be your prospects, not your company. Your prospects should be the focus of your content marketing. Make them feel like they are the hero in their story. This will build trust and credibility with your prospects.

You could create white papers, which are formal articles written with authority. These articles can be used to gain trust and improve your company’s reputation. White papers are a great way to educate your audience and show your expertise. 

E-guides are also a great way to promote your firm. E-guides can include how-to articles, industry news, client experience highlights, calculators, and more. These resources are designed to help clients learn more about your industry and the services you offer, and are also great as lead magnets, which we discuss in more detail later.

In addition to written content, you can also use video to engage your audience. Video is a popular content format and is a great way to explain complex topics. For example, you could create videos about pension types, long-term investing or other financial topics.

Podcasts are also growing in popularity in the industry – used to promote your specific financial expertise. Podcasts can be used to interview industry experts allowing you to create relevant content that will engage your audience.

While content marketing offers many benefits, there are also many disadvantages. It is important to understand that this type of marketing will not generate the desired results unless you’re prepared to invest a lot of time and effort into it.

By focusing on your niche, you can create service-specific articles that will help your audience with their needs. Once you’ve created the best-suited content, you can start implementing it into your website.

Content marketing should be proactive. You should always be available to help clients, whether through video articles, blog posts, or videos.

It is more than creating engaging content. By creating useful content you will see larger interaction from your audience while encouraging them to re-visit for more. 

You can increase your client base and improve your reputation by creating relevant content. Once you have done this, you can share your article with your clients via social media or in email bulletins.

Incorporating your social media channels (such as LinkedIn and Facebook) into your content will build trust between you and potential clients, and ultimately drive traffic back to your website or blog where they will see more of what you have on offer. 

Writing blogs has a massive impact on SEO and conversions. Financial advisers who blog receive 20% more leads than those who do not, and search engines rank these results highly in their rankings.  They also have a 65% higher chance of increasing their web traffic. 

Search Engine Optimisation (SEO)

Climb search engine rankings above your competitors 

SEO can boost your financial services company’s credibility and help you land new clients if done correctly.

SEO for financial services is a key digital marketing strategy that helps prospective clients find your websites via (SERPS)search engine results pages.

SEO for financial services companies helps drive organic traffic to your firm’s website by using relevant organic searches. To rank high, you must provide useful content, ensure your site is secure and healthy, and get backlinks from well-respected sites.

However, financial firms are likely to be scrutinised more than other industries by search engines. Therefore your SEO content must be up-to-date. You’re asking people to trust you with their fortunes.

Google Search Console

Google Search Console (GSC) is a great tool to find out about your site’s performance on search engines. It provides valuable information about your website’s rankings, traffic, and more.

GSC is free and easy to use, and it can help you determine if your website gets enough search traffic. It can help you see which pages have been indexed, whether they’re pointing to your website’s home page, and how many of them are linked to from other sites.

It can also give you insight into the types of links directing to your website. 

If your website has a blog, you can also access this tool to see which of your articles are most popular.

Using the information from this tool, you can determine how well your website ranks in search results for a particular keyword.  The data from this tool can influence technical decisions for your website, as well as marketing analysis. It can also be used with other Google tools such as analytics.

What are the benefits of SEO for financial services?

Improved organic visibility in key searches can make engaging with financial services professionals much more attractive to prospective clients. Here are a some key benefits:

            

If your site content is useful and relevant, your brand will be more trustworthy.

What SEO challenges are there in financial services?

The financial planning industry faces various unique challenges in terms of SEO.

An increasingly competitive landscape

Financial services and Fintech sectors are experiencing rapid growth. The finance space is also becoming increasingly fragmented as numerous smaller players and software-as-a-service providers enter the market.

To achieve organic visibility in this saturated market, content must be consistently exceptional and meet the needs of a clearly defined target audience.

Increased emphasis on SEO for lead generation

SEO has proven to be a reliable source for high-quality leads in B2B. This is why a growing number of established financial service players are turning to SEO to generate their leads.

Any company in the industry will need to work harder to capture the attention of potential clients.

High topic complexity

It can be difficult and stressful to decide how to invest your savings, or what insurance plan you should choose. Financial advisory content must be more than superficial filler to address client needs.

Your success as a financial service provider depends on your ability and willingness to dig into complicated topics. You will also be expected to communicate complex concepts in simple terms, so that potential clients understand them.

Stricter content quality requirements

The majority of content in the financial services sector will fall under the “Your Money or Your Life” (YMYL). This content can have a negative impact on a person’s financial stability, health, safety and happiness.

It is logical. It is much more dangerous than choosing the wrong coffee maker brand or the wrong type of insurance for your health. Financial services companies have by default greater responsibility for content.

Google will keep YMYL pages at a higher standard, and is likely to elevate only the best content to the top search engine results pages.

How can you improve your SEO as a financial service provider? These are 10 ways to get started.

1. Check your SEO score

It is important to assess the SEO status of your website. This will help you determine how much work is required to fix the pages and identify new opportunities. This can be done manually, by evaluating every area of your website against SEO best practices.

You might also consider using an SEO checker tool to automate these types of audits and help you focus your efforts.

Check out some of our favourite platforms:

Neil Patel

Ahrefs

SEMrush

2. Perform a content audit

Next, you will need to conduct a complete audit of all your site content. Take a look at the key pages of your YMYL and ask these questions:

  • Are they helpful and detailed enough?
  • Are they current (e.g. Are there any new regulations?
  • Are they easily readable (e.g. are they well-structured and easy to navigate (e.g.
  • Are they easy to understand and read for your target audience?
  • Are they engaging and unique meta titles and descriptions? (This is what Google users will see before clicking through to your site).
  • Are there duplicates on your site?
  • It is often easy to fix your existing content, and it can be the fastest way to get your site higher in search results.

It is often easy to fix your existing content, and it can be the fastest way to get your site higher in search results.

3. Do your keyword research

After you have improved your pages, it is time to identify new content opportunities. This can take the form of keyword research. You can use a third-party SEO tool to do this, such as the tools discussed above. 

You’re searching for keywords and topics that:

  • Are actively searching (e.g. they have a high monthly search volume).
  • Are related to your core financial service business
  • Your company can address reliably

Pay attention to the search intent when doing your research. Are people comparison shopping? Is it their intention to buy a particular type of service? Do they just want to know more about a financial concept?

This research will help you plan your SEO strategy.

4. Do a competitor analysis

The competitor analysis is next.

It is important to know who your top organic competitors are. These might not always be your industry competitors.

You might find a Fin-tech startup that sells a product similar to yours, and that shows up on Google search results for the relevant keywords.

After you have a complete list of search traffic competitors, go through their content and ask these questions:

What do they do well? 

What are their weaknesses?

What is your content like compared to theirs on specific topics? 

Can you do better?

Are there any content gaps you can identify? 

Are there long-tail keywords your competitors aren’t using? 

If so, can you realistically claim the top position in search results?

5. Make educational content for your clients

Your site will likely have pages that are company-focused. These pages can be used to describe your pricing and financial services. However, the key to SEO success is providing users with educational content that does not have any direct selling intent.

Financial topics can be overwhelming for the average person. Many will need guidance and advice. Your SEO will improve if you help your users solve their problems.

Here are some benefits of focusing on content.

  • It helps Google better understand your site and rank it for semantically relevant search terms.
  • It will position you with authority in the field of financial services
  • Your chances of getting external links are increased by linking to educational content rather than sales pages.
  • Your potential clients will see that you are providing added value, which makes it easier to convert them into leads later.

6. Your E-A-T can be improved

E-A-T is also important for your website and content. E-A-T, Google’s terminology, stands for “Expertise Authoritativeness and Trustworthiness.” This is especially relevant to YMYL pages.

E-A-T states that your content must show true expertise in the subject matter. Your company must be considered an authority, and your information must be reliable.

There is no way to quickly “hack” your E-A-T standing.

Quality content is essential to build your reputation and gain valuable links from trusted sources. Here are some simple ways to increase your chances of success:

You should have clear and useful “Contact” and “About Us” pages. This shows transparency and accountability.

To highlight the professional credentials of your experts, you can use author pages, author bios and social media profiles (e.g. It is a good idea to have your content written by a financial adviser with many years of experience in the real world).

Ask for honest client reviews, and then share them on your website to build trust.

You can get links from trusted sources to your educational content.

7. Your technical SEO should be checked

Technical SEO refers to the crawl-ability and index-ability of your site when it comes to automated site crawlers.

Although it is too vast a topic to cover here, the main focus of this is on improving the architecture of your website to allow search engines and users to find your key pages.

These are just a few ways to accomplish this:

  • Your primary pages must be indexable (i.e. they don’t have a “no-index” tag).
  • Create an XML sitemap listing all your key pages
  • If a page is duplicated elsewhere, you can use canonical tags that point to the master version.
  • To make your top content easily accessible, improve your navigation menu
  • To channel users to similar pages, use internal links

For a full Technical SEO audit send us your website address here.

8. Mobile optimisation and speed are the key factors

Online visitors expect pages that load quickly. Slow websites can lead to poor user experience and lower conversions. It is important to fix slow loading pages and site-wide problems that stop content from appearing quickly.

You must also ensure your website is optimised for mobile users. Mobile devices now account for more than half of online traffic.

Your site should load quickly on mobile networks, scale correctly to any screen size, be simple to navigate using touchscreens, and load quickly.

Google considers mobile friendliness and site speed when ranking pages. These two areas are just as important for SEO as for the user experience.

9. Improve your local SEO

When looking for information or a firm to engage with, users often search nearby. You should therefore pay close attention to local SEO and find location-specific keywords that you can rank for.

A search for “financial advisors in London” might be relevant to a London-based firm that provides financial guidance.

You should ensure that each office has its own Google My Business page if your company has multiple locations. You can control how your company information is organised, what contact details are displayed, and invite reviews from local clients to increase your rating.

10. Improve your off-page SEO

Off-page SEO is everything outside your site, but can impact its search rank.

This is mainly about backlinks from outside sources, but it can also include discussions about your company on social media and unlinked brand mentions.

Some Off-page SEO factors, unlike your site’s, are not within your direct control.

It’s vital to keep an eye on any off-page SEO activity, and to take steps to improve it. If your brand is listed on a website without a link, contact the site owner and request a backlink.

After your educational content has been established, you can launch a targeted outreach campaign to obtain backlinks from relevant websites within your financial niche or industry.

SEO KPIs for financial services

In order to evaluate whether your SEO strategy is a success, you must keep an eye on a few relevant KPIs. These include:

  • SEO rank (per page): Which positions do your pages show up in for key search terms identified during keyword research?
  • Impressions: How many times are your pages actually seen by users searching for relevant terms?
  • Organic traffic: How many people come to your site via search engines?
  • Engagement metrics: This includes things like time on page, pages per session, and bounce rage (i.e. people leaving your site after seeing just one page)
  • Conversions from organic traffic: This includes both hard conversions (purchasing your service) and soft conversions (e.g. subscribing to a newsletter or watching a “how to” video)
  • SEO Score: Platforms like Neil Patel.com or SemRush give you a combined score to measure your SEO

Incorporating some of these tactics will undoubtedly help your firms services shine through the clutter of the Web. 

SEO is a long-term process that takes time to see results. 

Financial advisers need an online presence if they want to target new clients but the internet is a crowded space where it’s difficult for professionals working with money to get noticed above their competitors. 

Getting to the first page of Google’s SERPs (Search Engine Results Page) is what all financial professionals dream of. With 62% of searchers clicking on first-page links, it’s where you need to be. We’re here to make it happen. Short term solution being PPC and longer term – invest in SEO! 

You can find Opulent Media Group with search terms “Financial Adviser Marketing” or “ Financial Services Pay Per Click” in the UK. 

Social Media Marketing

Ensure your platforms look good and produce content with compliant, relevant and engaging messages

The best way to use social media for financial advisers is to start by building your personal brand. 

You’ll be planting a seed in your audience’s minds and growing a steady stream of potential clients by providing useful content. 

These people will share your content and link to your page with others looking for your services.

It is important to get to know your audience before you start. If you have a niche, you may have already conducted research on your target audience. 

This information can be used to adjust your social media content. You can then create posts that address the specific needs of your clients at different stages in their lives. 

You might even use the hashtags relevant to your target audience to increase your visibility. After all, your audiences will be using social media. Once you’ve established your audience, it’s time to find content to share. 

Social media content for financial advisers

Depending on your target demographic, you can share general content or more specific content that relates to your area of expertise. A financial adviser who works with teachers might have 2,500 connections on LinkedIn. By then sharing content specific to teaching, you could reach a larger audience and increase your appointments/lead capture.

While LinkedIn is the most popular social networking site for financial advisers, other less formal sites are gaining ground. For instance, Swiss bank PostFinance uses a popular video sharing app called TikTok and many financial firms are turning to Instagram to showcase their workplace culture. 

Similarly, advisers should use social media to research their industry. You can also receive early notifications about PR disasters or news about competitors by setting up notifications. You’ll benefit from this competitive intelligence, which will allow you to make smarter decisions.

Financial advisers should not only optimise their search engines, but also create content that is beneficial to their clients. You should be creating informative posts and watch out for trending keywords and hashtags. It is important to create content that people find interesting. If your content isn’t engaging, it won’t attract potential clients. 

The first step in using social media for financial advisers is to choose a platform that works for you. LinkedIn is always a good place to start, but you can also try other platforms such as Facebook, Twitter and Instagram.

It is important to identify the platform your target audience uses, and to focus on that platform to achieve success. You can reach more potential clients by creating a profile for the firm.

These platforms should all include your company’s name and website, as well as contact information. You should make your social media platform easy to use.

A blog is a great way to share your expertise and build relationships.

Once you have built up a following, it is time to start posting. Social media for financial advisors can bring steady business if you are consistent.

Having an active social media presence is essential to your business’s reputation.  Public opinion is highly influential. 

In social media, the best financial advisers provide value to their followers and build rapport with them.  Your clients will feel more comfortable with you if they are part of a social network. 

Becoming a relevant thought leader and sharing your expertise is a great way to self promote without spamming connections.  

By focusing on a small group of interested participants, you increase the chances of engagement, your click-through rates, and the chances of harnessing leads from this form of marketing.

Social media scheduling

Content planning tools are a great way to manage your social media platforms. They allow you to plan ahead and take the stress out of everyday posting. Our favourite scheduling tools are Hootsuite and Buffer. They both provide a clear picture of your content plan making it easy to spot gaps and strike a good balance of content. 

These content planning tools also work in tandem with other analytical and statistical tools to give you a digestible dashboard overview of how your social media strategy is doing.

Social media planning and approval

We strongly recommend a work management software platform to help you plan and obtain management approval for social media content. Platforms like Monday.com and ClickUp allow you to plan your social media in a calendar tool. These tools help maximise the success potential of your strategy. With so many social channels requiring frequent posts, you want to ensure that you have everything you need, from design to content, well before each publication date, so that you can plan accordingly.

Their easy-to-use templates allow you to easily plan your social content, with the ability to adapt everything to the unique needs of your team. You can easily assign owners to each post, add due dates, approval tabs and attach the necessary files and content for each post.

 

Email Marketing

Adding further value to your financial marketing strategy 

Email is a great way to keep your current contacts connected with updates and news about you and your firm and financial services.

Try to target your subject line to the segment of contacts receiving the update. Although the content inside the email may be similar, if the subject line of your email is interesting and relevant, the odds are greater that the recipient will actually open it.

Using the example of providing financial advice for the teachers community again, instead of the subject line for your update being ‘Newsletter – December 2021’, try something along the lines of ‘Financial Updates for Teachers: Your December 2021 Newsletter’.

If they are looking for more contact with their clientele, they could send quarterly newsletters that include a link to the video.

Financial advisers can also offer informative interviews with industry experts, who might answer questions on the topics listed on the email.

We look more at email marketing and sequences later. You can skip to it here 

Here are some of our favourite email marketing platforms:

Entry – Mailchimp

Middle – Active Campaign  

Top End – Hubspot 

PPC (Pay-per-click) for financial advisers

Coherent and profitable lead generation and brand awareness strategies

Paid advertising, also called ‘Pay-Per-Click’ (PPC) and ‘search engine marketing’ (SEM), can be an extremely powerful dynamic to enhance lead generation for financial firms and advisers.

Lead generation and brand building activity

If you’re new to the world of paid search, it can be overwhelming. PPC marketing is complex. It’s easy to blow through your budget and have nothing to show for it if you don’t know what you’re doing. 

However, PPC as a lead generation and brand building activity is both high-impact and results-oriented. 

When combined with strategic methodology and dedicated management, your PPC activities should deliver strong ROI.

The Financial Conduct Authority (FCA) recognises that this is a powerful channel of communication and business generation, which can be of significant value to firms, and they do not want to prevent its use. 

But as with other marketing channels, they must give prospective clients the right information and meet the FCA’s requirements to be fair, clear and not misleading to ensure they get the right level of protection.

Read our recent blog to find out more about the FCA verification process for Google here

Determine how often your advert is shown

PPC advertising makes sense for financial and professional services businesses of all sizes, regardless of whether they have small or large budgets. 

Once the account is set up, you only pay the amount you are willing to pay every time someone clicks on your link, and Google – or whatever PPC platform you’re using – will then determine how often your advert is shown, depending upon your budget.

Google or Microsoft Advertising (Bing) 

Have you thought about getting your firm noticed on Microsoft’s sometimes neglected search engine – Bing!?

Bing may not seem like the obvious choice – although their audience is commonly between 55-64, and one-third of the Bing audience has a household income of £100K+. Now you’re interested, right?

5 reasons why financial and professional advisers should use Pay-Per-Click

  • You set the maximum budget for your adverts
  • You can compete even if your search engine rankings (SEO efforts) aren’t high.
  • You can test different adverts to see what works best
  • You can gain more brand recognition for your business
  • You can launch a PPC advertising campaign in no time

PPC advertising gives you such incredible control

If you bid higher than your competitors, your ad is displayed more frequently and in better positions. This depends on several factors, including your click rate (CTR), the relevance of each keyword to its ad group, the quality and relevance of the landing page, and the relevance of your ad text and the historical performance of your Google Ads account.

Best of all, you can change your ads and/or budget at any time, so it can constantly fit in with the rest of your marketing strategy. 

Plus, every time an advert is created, you can track statistics about it, including how many people click, how much you’re charged, and much much more. 

These statistics are incredibly helpful in determining which PPC adverts are successful and which ones need some work.

How much do financial advisors spend on marketing?

Our PPC tools of choice include: SPYFU and i-Spionage, both of these platforms allow you to search for what your competitors are doing with their PPC strategy. See every keyword they’ve ever used and bidded on, how much they’re spending on Google and every ad test they’ve run. These tools enable you to make your competitors’ successes your own while avoiding their mistakes.

PPC strategy 

SKAG (Single Keyword AdGroups) & STAG (Single Themed Advertising Groups)

There are many ways to structure your Google Ads account when you run campaigns. The first approach is to follow Google’s recommendations.

This is equivalent to adding approximately 10-20 keywords to an ad group.

Google claims this is the best way to go, as these keywords create a pool of search phrases that potential clients could use when looking for products and services for which your ads might be displayed.

Additionally, using multiple keywords in your ads groups will result in more traffic and therefore more data. Google’s intelligent bidding strategies are more successful with more data.

SKAG, or Single Keyword Ad Groups, is a structure we discovered through years of experience that is more profitable and less costly.

SKAGs refer to ad groups with one keyword.

SKAGs are a popular choice for PPC marketers, because they create a one-on-one match between a user search term and the keyword they bid.

This allows you to be more creative with your ad copy and ensures it will only appear for the search term you specify.

You can then match your landing pages with ads. This tight match between your ads, search terms, and landing pages makes it more likely that a conversion will occur.

QS (Quality Score) has improved. The click-through rate (CTR), is higher, and the cost-per acquisition (CPA), is lower.

There are many other account strategies. However, they tend to fluctuate between “Google’s way”, and “SKAGs.”

However, despite the recent Google changes to exact phrase and close variants matching, and the removal of broad match modifier keyword matching preferences, a new Google Ads structure is becoming popular: single theme ad groups, or STAGs.

Multiple keywords can be used in Single Theme Ad groups to create ad groups centred around themes or sub-themes. The themes must be kept as specific as possible, and keywords should match as closely as possible.

The benefits of STAGs

1. You have more control over your account

2. Impression share is increased

3. It’s easier to test ad copy

4. Automated bid strategies are more effective.

No other type of advertising offers you so much and does not give you such incredible control. It’s fast and delivers immediate results.

The best thing about this is that people who click on your ads are actually interested in the specific financial services that you provide.

Do you want to attract more qualified clients to your site who are further down in the buyer funnel and ready to engage with an adviser? Are they more likely to convert? Paid search advertising is a great way to do this!

Opulent Media Group has a wealth of industry experience that has allowed us to test many methods over the years. Google Advertising is constantly changing. What works today might not work tomorrow

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Landing pages 

Helping financial advisers attract leads

A landing page, also known as a ‘lead capturing page’, is a web page that appears in response to clicking on an advert, a call-to-action button or a search engine pay-per-click ad.

A visitor browsing your website becomes a lead once he or she has shared personal contact information with you, indicating a certain level of interest in the financial services you have to offer. 

Such a page holds a form the user will fill out to subscribe to something or obtain further information from you. A landing page is therefore a platform for capturing visitor information to generate leads.

Now let’s look at what your landing pages should include to maximise ROI.

Offer value

A landing page should be targeted to a specific interest group and offer solutions to specific requests. The visitor should be aware of the offer you are making, to request it from you via a landing page. ‘

Contact us’ is not a very appealing offer in itself. 

You need to offer your users something of value, and that’s why it’s important to build a unique landing page for each of the offers you create.

Use your pay-per-click ads to navigate visitors to your landing pages. Directing them to your website home page is throwing leads away, as you are throwing obstacles in their path to receiving that which is offered. 

An ambiguous user experience will only annoy visitors, which results in them leaving your site.

For a visitor to complete and submit the form, it creates a satisfactory sense of task completion, much like ticking off an item on a to-do list.

It has the same effect as retrieving a contact number from a website with the intention to call.

Lead Magnets

A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details; within the financial industry, lead magnets should provide value adding content or services. They can include: guides, white papers, email newsletters, and free consultations. In basic terms lead magnets are utilised to create sales leads.

There are many benefits to using a lead magnet. Lead magnets are useful because they establish your expertise in a given niche. 

If you have developed some content for people to download, this can help showcase how much experience you have with the subject matter and what insights you can provide – many of which may not even be delivered through your services.

Lead magnets also give users the opportunity to see that there is someone behind the website or blog with real knowledge about a topic. 

This helps build trust between yourself and potential clients, which will encourage them to become clients further down the line when needed. 

It’s important, though, not to make lead magnets too lengthy, as it could put visitors off from downloading it. If it’s something they feel won’t benefit them, don’t go overboard! A good rule of thumb

Call-to-action

The lead capture form on any landing page should be as easy as possible to find and fill out. The key to making landing pages easily accessible is by creating effective call-to-action buttons on your website. A call-to-action is a button that prompts the visitor to take action. Clicking on this button will direct the visitor straight towards the landing page. It is recommended that a targeted call-to-action button be present on every individual page on your site.

It’s in any financial advisory firm’s best interest to put time and effort into building the landing pages for their website; an effective landing page will directly affect a website’s visitor-to-lead conversion rate.

An effective landing page houses the following elements:

Landing page headline and sub headlines (H1, H2, H3 etc.) 

The headline or H1 Tag should explain your offer in a few words. It should repeat the words used in your call-to-action button, and should be short, simple and clear. 

Website users tend to scan through written content, especially headlines. Therefore, the visitor should understand the purpose of the page through a single glance of the headline.

Contact Forms

The form is the most important component on your landing page, so you’d want to construct it carefully. 

Asking for too much information will determine whether it is worth filling out, considering the time it would take. 

Asking for too little information will limit your knowledge of the lead. It is therefore important to carefully choose the fields and keep a good balance between the number and nature of the fields.

You want to contact your lead to eventually convert them into a client. You would also want to address your lead by name.

You should therefore start your form by requesting a first name, surname, email address and contact number. 

The rest of the fields should request information that would reveal the person’s level of interest, allowing you to determine whether the visitor qualifies as a lead and how strong of a lead he or she is. 

Do not overwhelm your visitor with an avalanche of questions. Request only that which is most important. More information could always be requested at a later stage of contact.

Chat Bots

Landing pages are the first point of contact with potential clients, and it’s possible to generate high leads through a chat bot. 

Chat bots can efficiently answer basic questions, such as “How does ABC Investment work?”, offer up sale prompts as well as reminder alerts, and also provide information on products similar to those inquired about. 

They also provide a great way to increase sales, as they’ll be available 24/7 to answer questions. Our recommended chatbot solution in the short term is Tawk.to. 

With Tawk.to you can add your own agents, who are immediately notified on an IOS or Android App when a chat is started. There is also the ability to include automated responses, although we always favour a live human response where possible!

Landing Page Builders

Landing pages work best when they are the most profitable search terms. The headline or (H1 Tag) should include the search term. It should repeat the words in sub headings and also used in your call-to-action button. 

This will increase the landing page score, which is a factor in the overall ad quality score.

A landing page should also be targeted to a specific interest group and offer solutions to specific requests. Website users tend to scan through written content, especially headlines. 

Therefore, the visitor should understand the purpose of the page through a single glance of the headline.

Our recommended landing page builder is Leadpages. The benefits of Leadpages include the ability to quickly replicate and amend pages for bulk landing page creation and also the ability to improve landing page quality scores on the platform. The platform also has an easy to use wordpress plugin. Other platforms we recommend include Unbounce and Clickfunnels.

There are many other landing page platforms available, although you can see the three mentioned above compared here. 

Phone/Address/Email Verification 

A phone call is one of the most effective tools for doing business, but it only takes a single mistyped digit to turn a prospective client into a lost opportunity.

Spam leads have a huge impact on your paid advertising campaigns. Therefore, you should use phone verification solutions such as Loqate or Data8 to ensure that all the telephone numbers you’re using are actually real. 

This will help avoid incorrect or fake numbers in your campaign, which can lead to poor conversions (and wasted money).

Our Phone Validation service provider, Data8, goes beyond checking the number; it checks whether it’s callable and identifies information such as its type, location and network.

Each number is verified in real time, so you can be confident that all information is accurate and up-to-date.

We have tested and tried many other phone verification methods and tools before finding a trusted and reliable partner in Data8.

Spam Leads

One of the most frustrating things that can happen to a business is when it starts receiving spam leads. However, there are steps you can take to prevent this from happening. 

For instance, you should have an email address specifically for spam complaints.

This way, if someone submits your company’s contact information as their own with the intent of sending unwanted emails or links, they will be directed to this specific inbox where they can provide more information about themselves and their complaint to better assist them. 

Furthermore, businesses may want to consider using software that filters out potential spammers before they even reach your inbox.

These types of systems work by scanning incoming messages for certain keywords or phrases, which determine whether the email is likely spam.

Click Fraud

Ad Fraud & Click fraud will waste 20% of PPC advertisers’ budgets in 2022. Competitors and bots can click on your ads and waste your advertising budget.

ClickCease™ Google Ads click fraud protection and Facebook Ads fraud prevention software will block fake impressions and clicks.

Learn more here:

Clickcease

Additional content

Additional conversion-inspiring content is all the content on the page, excluding the form. Your goal is to keep your visitor on the landing page for long enough to complete the form. 

What you do not want is the visitor to be distracted by advertisements and links that would navigate them away from the page. 

Therefore, the content on the page should be minimal, for example, limited to a single paragraph or a few bulleted items displayed in an allocated section, replacing the space for advertisements or links. 

The content should also be relevant to the offer being made.

Images placed on this page should be captivating and interesting, while being consistent with the overall website design and relevant to the offer being made. 

Every part of this page should portray professionalism. 

As the visitor makes personal information available to you, he or she should be convinced that the site is secure and that the information supplied will be used appropriately. 

Social media links

Employing social media links is a great way to effectively use visitors as willing promoters of your services. 

Visitors can share the link to your page on various social media sites, which consider your services or content share-worthy. In this way, your page link is distributed across various networks to various communities of people.

Post-submission page

When someone has finished filling out the form on your landing page, what do they see next? 

Sending them to a ‘thank-you’ page is a great opportunity to suggest next steps for your lead. 

This is where you bring back the navigation and direct them to other parts of your site or more offers in which they might be interested. 

Use call-to-action buttons on this page to make further suggestions, such as ‘receive our newsletter’.

There are many ways to set up conversion attribution, but we’ve found the easiest way is to redirect to its own URL. Therefore, if you make multiple thank you pages, it’s easier to manage and add to Google tag manager. Eg /thank-you-pension-guide or /thank-you-portfolio-review-contact-form

A/B testing

Now that your landing pages are built and functional, do some research to test their effectiveness. AB testing is where live pages are tested to see which of two content variations are most effective in terms of visitor conversion. 

For example, test a black-and-white copy page against a page where the copy is in bright colours.

Landing pages are crucial for online success in lead generation. As it’s usually the last page a visitor will see before exiting your site, build this page wisely and optimise its content effectively for visitor conversion and lead generation.

How do we generate our leads for our own services? Visit Opulent Media Group’s lead generation landing page here: https://www.financialadviserleads.co.uk

Lead Nurturing

Develop and reinforce relationships with leads at every stage of the sales funnel

Email Sequences – Welcome series.

An average conversion rate is 2%, meaning potentially 98% of your visitors are finding you and being lost. But this does not need to be the case. 

Lead nurturing is the process of developing and strengthening relationships with visitors at every stage of the funnel. It’s crucial to nurture relationships through a strategic and well planned out system.

Your lead nurturing process should be aligned with your PPC strategy.

Email Marketing Sequences

Automate, steamline and measure your email marketing efforts

Email marketing is more sophisticated and powerful than ever before, and offers marketers a high return on investment – typically generating returns of 40:1. Email marketing is not only fast, cheap and highly profitable, it’s also a great relationship and brand building tool. 

An email sequence is a series of emails that are automatically sent to a specific group of people from your email list. An email sequence can either be time- or trigger-based.

Emails sent to a trigger-based email sequence are based on actions like:

– Browsing behaviour

– Subscribe to your list

– Download or read content

– Become a client

An email autoresponder, also known as a time-based email sequence, sends emails at predetermined times such as…

– Right after opt-in

– 30 days after purchase

– Birthdays

Automated email sequences can help clients go from being completely unaware of your company to fully engaged and informed throughout their entire client journey.

Each sequence email would contain:

– Paragraph of the text

– Mention credibility and status

– A clear call to action

– Links to calendar software

A 7-day email sequence example could include:

– 1st Email – Guide Send

– 2nd Email – Testimonial

– 3rd Email – Offer/discount/Incentive

– 4th Email – Link to interesting Blog Post

– 5th Email – 2nd Offer/discount/Incentive

– 6th Email – Add to monthly newsletter/update

A personalised email response is a good opportunity to assure the lead that their requests or queries have been successfully processed. 

It gives you the opportunity to welcome the new lead, request further information, and offer more items of value that would be relevant to them specifically. 

‘Thank-you pages’ and email responders encourage your newly converted leads to engage with your business. This will make them stronger leads – leads that will be more likely to convert into clients.

Depending on your budget, our first recommended platform is Mailchimp and the use of Mailchimp customer journeys.

Mailchimp’s Customer Journey builder helps you to create unique, automated marketing workflows to send to your leads. If your budget will stretch, Active Campaign is a more all encompassing platform with more workflow options and campaign types including email marketing, marketing automation, and CRM tools. If you’re looking to produce a more complex email marketing strategy, Active Campaign includes triggered email, automated email, autoresponder emails and much more. Look into both and discover what best suits your needs. 

Find out more about Active Campaign here

Re-targeting and Re-marketing

The way consumers research their financial decisions is constantly changing

Re-targeting should not be seen as brashly pushing your way back into the minds of your audience. 

It’s instead a unique opportunity to re-establish a connection with them by using the insights collated to create perfect ads and meaningful journeys tailored exactly to that specific audience persona.

As one of the most fundamental aspects of digital marketing strategy, your re-targeting strategies need to be planned to perfection, with the details of your audience in mind. 

No longer an add-on service, retargeting should be seen as an essential part of any marketing strategy, helping you reconnect with an audience you could have lost, without the power of retargeting.

Here at Opulent, we create multiple eye-catching ad-copies with accompanying graphic design or video, which can then be strategically positioned in front of your website visitors as they browse social media. 

Retargeting helps remind your website visitors to get in touch, as well as cementing brand credibility. We can even be as specific to target them with different content, depending on which area of your website they visited or which ad they landed on.

Don’t let them forget your name!

Google Analytics

Financial Adviser Marketing & Google Analytics – Are You Doing It Properly? 

Test Measure Refine 

Google Analytics remains the king for measuring website engagement for financial firms. Given its importance, we’re still surprised when we come across financial websites that are not using it.

Yet even those who have taken time to place Google Analytics code on their website are not always using it to its full potential. 

That’s why we’re offering this guide – to help financial firms get the most out of this fantastic tool.

Check that you’re using Google Tag Manager

First of all, Google Analytics is no longer best used by simply sticking the code directly onto your financial website (i.e. in the header). 

Rather, you should consider placing it on their “indirectly” using Google Tag Manager.

This might sound like needless extra work. Yet integrating Google Analytics in this way can save time later and allow you to use more features. 

For instance:

Suppose you want to place Google Analytics code, Google Ads re-marketing code, and a Facebook Ads pixel on your website for your marketing campaigns. 

Doing this directly in your WordPress website is likely to get cluttered and confusing – even for experienced website developers.

However, managing all these within Google Tag Manager allows you to integrate and customise them far more easily, without risking the integrity of your website code. 

(which, in the worst-case scenario, could break if you tinker with it too much).

Check your Google Ads account is joined up

If you have a Google Ads account and are running campaigns, wouldn’t it be useful to see how these are performing within your Google Analytics account? 

After all, logging into Google Ads provides you with some information (e.g. clicks and impressions), but it will not tell you other crucial data – such as how long users spend on your pages when clicking from an ad.

Fortunately, there is a way to join Google Ads and Google Analytics, so that you can start to get a wider picture of how users engage with your digital marketing. 

It can be a bit complicated to set up, but here are some simple steps:

Log in to your Google Analytics account, then go to Admin, then the relevant property.

Click on Google Ads Linking and then + New link group.

Choose the Google Ads account you want to integrate, and name the group.

Click Link accounts.

Set up some goals

How many people are making enquiries via your website? If so, can you tell from Google Analytics which campaigns or traffic sources these are coming from (e.g. organic or paid traffic)?

You might expect Google Analytics to simply tell you this kind of information. Yet even this smart tool cannot tell which user actions on your website you expect to be classified as “goal completions.” Instead, you need to define these yourself.

Many financial advisers and planners overlook this valuable step. However, it’s not too late to put this right. 

There are different types of goals. The type you choose depends on the user action in question, and also how your website is set up. 

For instance, suppose you have a “Thank You” page, which people arrive at only after filling out your contact form.

In this case, you might choose “Destination” from the list of Custom Goals. Here, enter the URL of your Thank You page and save the goal. You can then check it works by clicking the “Verify” function.

Of course, you’ll also need to set up the goal in Google Tag Manager – and join them up!

Exclude internal traffic

You may look at your number of monthly website visitors, the time they spend there, and the number of pages they click through to – feeling pretty happy with the results. 

Yet how much of this traffic represents your clients and prospects versus your staff?

Naturally, one of the groups most likely to visit your website is your team. Yet their activity can obscure the data, which would otherwise show how your target audience behaves.

Fortunately, correcting this does not require you to banish employees from looking at your website. Instead, you can simply exclude the IP addresses of your office locations within your Google Analytics account.

Step-by-step guide to excluding internal traffic here

Set up Intelligence Events

If something strange started happening on your financial website, would you take notice? Perhaps spammy traffic floods it, as a cyberattack attempts to perform a DDoS attack.

Even if this fails, wouldn’t you like to know it happened?

This is where Intelligence Events in Google Analytics can be so helpful. In essence, this allows you to set up a notification system so that you are informed if there is any unusual activity on your financial website:

  • Log into Google Analytics.
  • Go to your view and to Reports.
  • Click CUSTOMIZATION > Custom Alerts.
  • Click Manage custom alerts.
  • Click + NEW ALERT and give it a name.
  • Set the conditions and then save. 

Overall, Google Analytics is paramount to understand your website audience and how we can then increase conversion rates and engagement from that data. 

Compliance

The latest Privacy and Tracking trends for 2022

We can’t mention retargeting without touching upon the ever-changing restrictions on tracking and privacy. Conversion Attribution will get worse.

These factors have created data gaps in users’ conversion pathways:

  • Restriction on cookies from third parties (such as Facebook Pixel or Linkedin Insight).
  • Every action requires consent (GDPR).
  • Restrictions on browser tracking.
  • Third-party JavaScript is prevented from execution by ad blockers.
  • Google Analytics and Google Tag Manager are disabled by default in web browsers such as Brave.

These data gaps get wider as browsers place more restrictions on user tracking.

It is becoming increasingly difficult to market profitably and accurately track conversions attribution due to the increasing stringency of privacy regulations.

Google recently introduced “Modelled Conversions” for Google Ads, and Facebook created “Aggregated Events Measurement” to mitigate the negative effects of data gaps. Google also announced it would soon end third-party cookie support.

It is certain that browser-based tracking will soon be over. It’s only a matter of time.

Server-side tracking

Server-side tracking solves this problem by allowing your website to communicate directly with the advertising platform whenever a user interacts on your site.

The system allows you to track all events important for your business, such as leads, sales, subscriptions, etc. You can send them directly from your server into the ad platform. You have complete control over the data you share and when.

It will become more expensive to collect accurate data.  For advertisers, this cost is losing the ability to advertise profitably unless they invest in more powerful but expensive tracking solutions like server-side tracking.

Advanced attribution tools can be expensive, but they fill data gaps that traditional analytics tools cannot.

Speak to us today about setting up server-side tracking within Google Tag Manager. We think this is a conversation that all financial firms will need to be having in the foreseeable future.

That brings us to the end of our ‘Marketing for financial advisers’ guide. While pretty extensive, this guide is not definitive. There are some other forms of marketing that we have not delved into, these include:

  • Referrals
  • Introducers
  • Paid local advertising
  • Paid web listings
  • Seminars and client events
  • Networking
  • Published books

If you would like to discuss one of the above topics and everything we have talked about in this guide in more detail, please contact our team.

Opulent Media Group has helped some of the largest financial brands in the UK, the USA, the UAE, Asia and Europe exceed their ambitions. We are looking forward to discussing how a holistic digital strategy could also improve your financial business performance. Schedule your free consultation today with one of our financial marketing experts.

FAQ’s – Frequently Asked Questions

The most asked questions in Financial Adviser Marketing today

Most financial marketers increase ad spending when they start getting conversions. Their logic is that the more you spend, the more conversions you are likely to get.

 

However, they forget to take one metric into account, which is very important when it comes to increasing ad spend. And that metric is Average CPA (lifetime CPA).

 

The average CPA of your campaign/adset needs to be below your maximum CPA before you increase your ad spend. Otherwise, your CPA would increase further, and advertising won’t be profitable for you.

 

Now when you increase your ad spend, your Avg. CPA will fluctuate and is likely to increase. 

 

If it goes above your maximum CPA, you need to wait for it to go below your Max. CPA, before you increase your ad spend further.

 

If your Avg. CPA doesn’t go below your Max. CPA on its own, even after a week of wait, you need to make changes to your targeting, ad copy and/or landing pages to lower your Avg. CPA.

 

It's only when your Avg. CPA goes below your Max. CPA, you can safely increase your ad spend.

 

When it comes to scaling, it is all about CPA optimization. As long as you can keep your Avg. CPA below your Max. CPA, you can scale your ads to the moon. 

 

But if you can't, you would be forced to scale down.