Technical hurdles—Digital marketing appears to be a “no way out” maze to many small business owners. They know they need to get into it, but are fearful of what happens next.
Resources—Digital marketing presents a myriad of challenges that demand substantial time and money to address effectively.
Compliance—Industry regulations can make it a nightmare to support advisor businesses aiming to publish and distribute compliant marketing and content. They want in but can’t flip the switch because they’re in a highly regulated industry.
As a dealer-broker, you have the power to come to their aid. You can provide your advisors robust digital marketing tools, deliver content at scale, enable them to represent your brand the way they should, and ensure compliance. Doing so is critical to amplifying the reach and engagement of your brand. In your line of sight right now is a “must-read” guide. Congratulations for downloading it. Though it’d be unfair to tell you digital marketing is simple just because we offer a solution expressly built for financial institutions, we will slay the beast by helping you understand:
• The vital role of the advisor website
•How publishing helpful content is central to success
• Where social media comes into play
• How email marketing is used to generate new business
• Why digital marketing analytics enables perpetual improvement
• How automation makes digital marketing processes efficient and effective
You’re going to discover the secrets to leveraging modern marketing and scaling your business via the web. Let’s begin.
If it’s static, it’s not sticky
Do your advisors have engaging websites? Are they optimized for search engines? Do they help position the advisors as helpful resources and enhance your brand’s leadership? Less than two decades ago, every financial advisor’s website (along with most websites) was basically a digital brochure. It was static. If you were to think of the pixels as ink, the ink dried immediately upon publication. Updates were seldom made. You couldn’t expect a brochure website to do anything more than provide an inkling of credibility. Like a brochure, the language aimed to sell. Visitors were given no reason to do anything more than click around—once. Today, few businesses do well with static sites. Instead, the goal is to make “sticky” sites, those that compel visitors to stick around longer, engage more deliberately, and come back often. Successful websites are essentially communities of like-minded people or hubs. Brochure sites treat everyone who visits exactly the same.
