As a financial advisor, planner, or other wealth management consultant, you need to understand what potential clients are looking for online.
After all, most people turn to Google or another search engine when they need information or any kind of local service.
Search engine optimization (SEO) helps individuals in wealth management stay competitive in the market.
But – the first thing to recognize when it comes to your wealth management marketing strategy is that generating traffic to your website alone is not enough to sustain your business long-term. You need more.
An effective and SEO-friendly strategy understands client intent and includes keywords, links, and CTAs to show potential clients your services are exactly what they need – and then generate qualified leads.
Content marketing for financial advisors not only generates a steady stream of traffic to your website but also establishes trust between you and potential clients.
Trust is a big word in finance. So… who doesn’t want that?
My subject is a rundown of practices that will get your wealth management firm to the top of search results – and keep it there.
My goal is to show you how an effective wealth management marketing strategy is basically Revenue Avenue.
Let’s take a walk down that road.
Professional SEO for Wealth Management Businesses
Financial planners and other professionals looking to boost their wealth management marketing rely on visibility. This means standing out in Google’s SERP (search engine results page) rankings.
Creating consistent, SEO-friendly content isn’t easy, though. That’s why you need to work with the best.
An experienced, established content marketing partner is a good start. A partner that specializes in wealth management is an added bonus.
In fact, it’s a really, really big bonus.
Explaining complex topics accurately in lay terms to your clients should be your marketing partner’s bread and butter. Doing this while optimizing your content to rank is an essential tool in an SEO’s arsenal.
In short, you need a specialist who understands your specialization.
Why Is SEO Important for Wealth Management?
Digital wealth management marketing provides quantifiable results – this is immediately good news.
This means you can more easily track the journey prospective clients take to find and pay for your services. Gaining insight into the online process of your clients can help you redefine and improve your curated customer journey.
Understanding the profile and expectations of clients is important for businesses in every niche – that goes double for your business.
Clients looking for wealth management services have every right to expect accurate, up-to-date information and transparent expertise. They’re trusting you with their savings, after all.
So our goal is to establish trust.
Publishing relevant and useful content on your website is a significant part of the process. But having an effective SEO strategy will guarantee people online see the content you produce.
You can’t build trust if nobody’s reading your content. Another goal: we need to promote discovery.
When it comes to helping clients grow and protect their wealth, the process often entails more than just providing advice on financial investments and designing financial plans.
It’s about the personal touch. It’s about you – and why you’re the authority your clients need.
What Makes an Effective Wealth Management Marketing Strategy?
An effective SEO strategy for any wealth management company includes:
- Understanding user intent
- Producing relevant, targeted SEO content
- Effective link building
The first step in SEO writing is understanding the intent of your clients. The content published on your website needs to appeal to your client’s needs and expectations.
Some of the most important questions to ask include:
- Why are they seeking out your services?
- What are they hoping to gain from working with you?
- How can you help them?
For instance – a client may be performing a discovery search. This means they want to know more about wealth management but may not be ready to make a purchase.
You can’t “lose” these clients, right? They don’t know what they want yet.
But your website can be where they learn that they do want your services. And there’s a nice, prominent CTA at the bottom of the page inviting them to learn more.
They’ve just graduated to “lead” status.
Other clients may be conducting a navigation search. This means they know what type of business or service they want – they’re further along in the buying journey.
Bluntly – if you’re not on Google’s first page, there’s no way they’re heading toward your website.
I rarely use page 2 of Google, and if I do, it’s because there’s an obscure point I really want to prove. If I’m looking for a wealth manager, I stick to the top 10.
These clients might be searching using terms you could easily optimize your pages for. You could be there, ranking high on Google, ready to answer their questions.
There’s another set of leads.
Finally, some users know what they want and are ready to commit to a wealth management company that meets their needs. These clients have done their research and are conducting a transactional search.
How you market your website and your services are important for helping clients complete this step.
Let’s assume you’ve got your SEO in place. You’re on the front page of Google.
But clients still aren’t purchasing your services. Why?
Great content marketing doesn’t just rely on keywords. It uses elegant structure and carefully articulated pain points to drive the reader’s journey. It relies on well-placed, effective CTAs to guide them to schedule that free consultation.
All these leads are valuable. Your content marketing needs to be targeted toward users in every stage of the buying journey.
The best way to do this? By working with an expert SEO writer…
…who can also write as a friendly expert in your field.
The best content marketers understand your needs. The best writers never publish incomplete or poorly-reviewed information.
The most successful businesses know their clients’ needs, know their goals, and work with first-class content marketers to achieve these goals.
SEO keywords are words and phrases that are used throughout individual blog articles, including headings and alt attributes. These help people using search engines can find your website.
But how relevant are keywords to a successful marketing strategy? Search engines check website content to see how well-written content matches user search queries to determine their relevancy.
Using the same keywords as your audience or potential client base, search engines will have an easier time connecting them to your services.
Through this process, you are signaling to the algorithm that your content matters and should be seen by users looking up the same keywords.
Link building via guest posts and social signals is a digital marketing process that helps websites generate incoming links to their web pages. Google crawls these links to determine a website’s credibility and relevancy.
Having a healthy number of relevant backlinks on your web pages indicates to search engines how valuable the information is. The higher-trust the site providing the backlink, the better.
Link-building is Google’s form of peer review. Relevant backlinks in high-quality articles on well-regarded sites are invaluable.
However, it’s important to keep in mind that backlinks to poorly designed, spammy, or otherwise disreputable sites can hurt your website’s credibility.
Avoiding toxic backlinks will save your reputation in the long run and prove to clients that your content and your business are trustworthy.
Plus… the long-term benefits of increasing your site’s authority score pay for themselves.
Wealth management is a long game. Make your marketing strategy a long game. Enjoy long-term rewards.
Benefits of SEO-Driven Content Marketing
The first page of search engine results is where you want your page to be.
Most users don’t bother to scroll past the first page of the search results. I don’t.
Optimizing your content is always essential. However, you need to implement marketing strategies that appeal to clients at different stages of their client’s journey.
The use of effective SEO marketing strategies will help your company build and maintain organic online traffic. This attracts the right clients and provides key insight into their journey – and you’d be surprised at how affordable it is.
Whether you run a large wealth management firm or you’re a freelance financial advisor interested in learning how to improve your online wealth management marketing, you need to care about where you’re showing up on Google’s SERP rankings.
A few tips to get started include:
- Increase your usage of local keywords, e.g., “wealth advisor near me”; “financial advisor in [city/state].”
- Clearly advertise your services and the roles of your employees, whether they are planners, advisors, or other specialists. Transparency is vital and builds trust.
- Adopt an integrated approach. Combine on-page SEO (high-value content, well-chosen keywords) with off-page SEO (guest posting, social signals, citations) for the best results.
And now here are those benefits in full.
Search engine optimization is essential for your website’s visibility.
This process determines your website’s relationship with Google. Your visibility directly influences your capacity for lead generation.
Think of it like this: your content provides a service, and the search engine is like a marketplace. This means having your content on the front page puts you in the spotlight.
Improving organic traffic through SEO wealth management marketing strategies can take some time, but it’s the only way to stay competitive online.
Most financial advisors and wealth management firms rely on word of mouth. While this is a great source of business, I’m sure you’re used to advising your clients not to put all their eggs in one basket.
The more avenues to lead generation you have – online or offline – the better.
Improving Website Authority
On-page and off-page SEO are both key to keeping your financial business competitive.
One way to keep an edge over your competitors is through building authority and trustworthiness.
Need backlinks? Try guest posting through a reliable provider.
Need to produce well-reviewed organic content? Try SEO content marketing with expert writers.
Need to spread the word? Try social signals on all the best platforms.
Your wealth management marketing strategy should be tailored to the mission and the goals of your business. That way, your website and social media content are cohesive and accurately reflect your company.
Establishing authority online takes time and requires a mix of content marketing, link building, social media marketing, and more.
Google loves backlinks and referrals. The more you can get, the higher you’ll rank.
Meanwhile, consistent and quality posts are the best way to improve organic brand authority.
Why not have both?
Citations help determine and verify your business’s authority by mentioning the name of your company, the physical address, and the phone number on another website.
All of this information, known as NAP, is important for your local SEO rankings because it helps local clients find your company online. Google and other search engines look for this information to signal your relevancy and verify that you are a legitimate company.
Local citations are super-important, especially for newer companies.
This information gets your name out and attracts local clients. A citation indexing service is a cost-effective way to spread the good word with minimal effort.
Creating Social Signals
Social signals are an especially effective strategy in wealth management marketing because… everyone is interested in wealth management.
That is to say – everyone cares about their money.
When people see a link on a social platform that takes a clear, authoritative tone and stands out from the standard “X Surprising Investment Strategies in 2023” content, they’ll be interested.
That’s your cue.
How SEOButler Can Help
The truth is… your clients come from all walks of life. And you need to explore those avenues to attract and retain the client base your company needs and deserves.
The expert team at SEOButler can help you reach clients at every stage of their journey. Our wealth management marketing specialists can deliver on-page SEO content and off-page services that funnel potential clients toward that all-important moment when they book a consultation.