Updated on May 20, 2021, at 4:14 PM
Your online marketing strategy can build your brand, personalize your business and be your 24/7 salesperson. We all know we need to increase our online presence, but how do we do it? It all starts with a solid base. Think about what you want to achieve first and then consider what resources you currently have to achieve that objective.
Here are a few basics to get started:
Website
Your website is the central hub of your online strategy. You have a website, but is it doing anything for you? You could be bringing in free traffic by starting with a few basic search engine optimization (SEO) tactics. Ensure you have proper title tags, meta descriptions, and consistent name, address, and phone numbers (NAP) across all the online directories (including your Google My Business page).
Most importantly, keep your site updated and personal. Your business competes with large institutions with huge digital marketing budgets. One thing you have which they don’t is a personalized site that tells your story. One of the best ways to tell your personal story is through video.
Content Marketing
You’ve probably heard the phrase “Content is King.” This is because your content can be engaging, informative, useful, and ultimately, make you a thought leader in the industry.
Once you’ve written content for your blog, save time by utilizing a social media management tool like Hootsuite or Sprout Social to schedule all of your social media posts. It’s low-cost and easy. Social media is a great way to stay in front of your clients without trying to flood their inboxes. Like email, you can highlight your personality which can separate you from other practices.
Don’t have time to generate content? Our monthly content packages include an extensive content library, blog postings, animated videos, and much more.
Convert Prospects with Landing Pages
If you’re trying to generate leads with a whitepaper or promote an event, try using a landing page built to convert web visitors into prospects. A lead-generating landing page should be built for one thing only: conversions. It should have a very clear call-to-action and shouldn’t have your normal site navigation or other distractors.
Pro tip: After you build out a landing page, be sure to nurture your prospects with automated follow-up emails.
Sync Your Contacts
You might have your contacts in a few different applications including your CRM or your email marketing service. Save yourself time and improve your communications by syncing the databases with an application program interface, or API.
API integration does require a programmer to set up, but the benefits payout in the long run; saving you time and keeping your contacts organized when you manage from one central database. In addition, you can better segment your clients for targeted campaigns.
Email Marketing and Automation
Email marketing can be incredibly effective. You can build your brand, keep clients informed and promote events easily. The key is to be effective. We discuss this in another post, Email Marketing for Financial Advisors: 3 Questions to Ask Before Clicking Send.
Take email marketing a step further and create email marketing automation. The possibilities are endless, but keep it simple at first. Start with a few email sequences from your lead generation landing pages that nurture your clients with follow-up emails that highlight the benefits of your practice. It’s also easy to set up birthday and anniversary greetings.
