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Smart Content Planning—Test Your Ideas on Social Media First
See what resonates with your audience before creating content.
Using social media to see what content ideas work best is a smart move in planning what you create. Before you dive into making blogs, podcasts, or videos, a simple test on social media can show you what your audience likes. Post a snippet about a topic you're thinking of covering or share interesting content from others (just make sure they're not your competitors) to see how people react. This way, you ensure what you eventually create speaks to your audience. You might even get ideas on how to tweak it to be even better.
Keep in mind, though, this works best if you've got a good number of followers. If your social media circle is smaller, asking questions or running polls can be a great way to find out what interests people. This approach helps you make smart choices, ensuring your efforts in creating content pay off.
New Gmail and Yahoo Email Sender Guidelines
Ensure your marketing emails will be delivered.
Starting February 1, Gmail and Yahoo introduced new requirements for all emails to improve deliverability and reduce spam. The Gmail policy applies only to senders who send more than 5,000 emails a day to Gmail users. This probably does not concern 99% of people reading this email, but I recommend that everyone adhere to this policy as a best practice to avoid any issues with your marketing emails being delivered. Here are some things you can do:
Send emails from your own domain (e.g., yourcompany.com) and not from a free email address like gmail.com or yahoo.com.
Make unsubscribing easy. All popular email marketing systems facilitate this; however, if you send over 5,000 messages daily, you must include a one-click unsubscribe option.
Avoid being flagged as spam. If your recipients mark your emails as spam beyond a certain threshold, your deliverability to Gmail and Yahoo accounts could be affected. This means not purchasing email lists or adding people to your list without their permission.
The next two requirements may seem technical but take only a few minutes to implement. Your marketing email provider will have instructions on how to do this, and some, like MailChimp, offer automated tools that simplify the process.
Authenticate your domain using CNAME records.
Publish a DMARC policy record in your DNS settings.
This might seem complicated, but taking these steps increases the likelihood that your marketing emails will reach your intended recipients now and in the future.
The Secret to Marketing Success: Good Marketing Habits
Financial advisors can get swept up in the whirlwind of big marketing initiatives. But routine, everyday tactics are vital. Here are nine routines to embrace.
How to Prepare for AI Search
What you can do today to be AI-visible tomorrow.
With the adoption of artificial intelligence, the way we search for information online will change in the not-too-distant future. The prevalent method of searching on Google may not remain the standard behavior. More people will rely on AI searches or a hybrid AI search engine. So, how do you prepare for this shift?
Since AI gathers information from numerous data sources to make recommendations, one proactive approach is to ensure your firm is widely recognized on the internet as a leader in your niche or local community. Although I don’t have any insider information on how AI makes recommendations, here are some tactics I would use to prepare for AI search:
Ensure your name is listed on various local directories such as Google Business Profile and common ones found on location listing services.
List your name on different “find an advisor” directories, such as NAPFA or Wealthtender.
Publish content on websites related to your niche or local community.
Issue press releases pertinent to your niche or community.
Apply for various local, industry, and niche awards.
Maintain current SEO best practices for your website.
By implementing these practices, you position your firm to be visible as the way consumers search for information changes.
Use QR Codes Sparingly and Strategically
Enhance, don’t hinder, your client experience.
Wondering if QR codes should be part of your marketing strategy? I believe QR codes are best used sparingly and strategically in the post-pandemic world.
QR Codes Should Simplify, Not Complicate
Are you making things simpler or more complicated for your audience? QR codes are ideal when they make an experience more straightforward. For instance, in restaurants, QR codes are great for placing and paying for orders. However, using a QR code to view the menu can be more cumbersome than providing a physical menu.
QR codes excel in situations where they simplify access to complex URLs. For example, a QR code is perfect for directing someone to a complicated link, like a page to purchase your book on Amazon. But for something straightforward, like your website, just provide the URL directly.
Consider Your Demographic
QR codes are more widely used among younger demographics and less so among those over 62, who might be a significant portion of your clients.
Where Will the QR Codes Be Used?
QR codes can be ideal for events like conferences, where attendees can easily scan them from poster boards or flyers. However, they’re less practical for billboards or PowerPoint presentations, where scanning is more challenging.
In conclusion, QR codes should facilitate ease and efficiency, not act as a tech hurdle. Use them when they provide a clear advantage in making a client’s journey to valuable information simpler and quicker than alternative methods. The aim is to enhance, not hinder.
Top 35 Influencers For Financial Advisors In 2024
In their annual list, Indigo Marketing Agency named Kristen Luke as one of this year's top influencers to watch.
Prioritize Evergreen Over Time-Sensitive Content
Save yourself time and resources in the long run.
As a financial advisor, you’re busy! You barely have time for marketing, so it’s important that what you do spend time on is optimized for long-term success.
One key tip is to focus less on time-sensitive content and more on evergreen content. Time-sensitive content, while relevant and engaging in the short term, quickly becomes outdated and either becomes irrelevant or requires constant updates and revisions.
Instead, invest your time in creating evergreen content—material that remains relevant and useful to your audience, regardless of the date. By providing timeless financial advice, tips, and insights, you create a library that prospective clients can return to time and again. This approach enhances your online presence, improves SEO, and saves time and resources in the long run.
While time-sensitive content will get you attention in the short term, evergreen content will continually work to attract prospective clients for years to come.
Positioning Yourself as a Niche Expert Before Becoming One
Financial advisors new to a niche can position themselves as experts in their chosen area before fully recognizing themselves as such by using these six strategies.
The Power of Good Marketing Habits
Think beyond big initiatives to consistent habits.
Effective marketing extends beyond major initiatives like launching a new website or a brand overhaul. It's about a commitment to regular activities that establish trust and keep your business top of mind. Here's what successful marketing habits can achieve:
Awareness: Consistently publishing content and maintaining a steady online and offline presence ensure you remain connected and top of mind with your target audience.
Relationships: Participating in networking events, engaging in online forums, connecting with centers of influence (COIs), nurturing client relationships, and being involved in community activities are crucial for developing relationships that lead to referrals.
Trust: Consistent communication and proactive engagement are essential for building trust with clients, prospects, COIs, and the wider community.
Authority: Sharing your expertise regularly through articles, speaking engagements, and social media establishes you as a thought leader in your niche or community.
While the thrill of major marketing projects is exciting, the real strength lies in consistent, less glamorous day-to-day efforts. These practices lay the foundation for long-term awareness and credibility.
Rethink Your Google Dependence
How long can you rely on Google for leads?
Many advisors hope to get leads from Google through organic searches or ads, thinking they are an easy way to generate business. However, advisors should reconsider their overdependence on Google to generate leads. There are two main reasons.
One concern is the shift toward artificial intelligence (AI) in search processes. As AI becomes more sophisticated, potential clients may increasingly use AI-driven platforms to find a financial advisor. At this time, it is unclear how to optimize search results for AI. Meanwhile, the trend toward AI may diminish the reliance on traditional search engines as they are today.
The second concern is the increasing cost of Google Ads. With national financial companies aggressively competing in the digital space, the cost per click for Google Ads has skyrocketed. This inflation could make it unfeasible for independent financial advisors to afford this channel.
While Google is still a viable marketing channel, the rise of AI in search queries and the prohibitive costs of Google Ads could necessitate a pivot toward alternative digital marketing approaches.