What Are Pre-Designed Pages (And How Do I Use Them)?

When it comes to websites, building a dynamic home page is always the most important step. It’s the foundation of your first impression for interested prospects, the digital handshake that invites consumers to learn more about your business.

With that in mind, the home page is only the first chapter of your website’s larger story. Truly intrigued prospects will want to dig deep and explore the interior pages of your website: the About Us section, your Services page, your team biographies, and more.

That’s where Advisor Launchpad’s pre-designed pages come into play. Built with the hand-crafted feel of custom pages but at a fraction of the price, our pre-designed pages are engineered to make your whole website look as fantastic as your home page.

The Value of Pre-Designed Pages

In this increasingly digital world, consumers openly ignore the old adage and brazenly judge a book by its cover. Your website may feature Nobel Prize-worthy content, but if it isn’t presented with style, your readership will likely fade.

Pre-designed pages are designed to help you feature your content with the same dynamic aesthetic of your home page. Choose from one of our eight beautiful templates to help you frame your website’s interior pages with flair.

The best part is, these templates are ready to go. Rather than enduring the weeks-long and often painstaking process of creating pages from scratch, you can select the templates you like and quickly get them up and running.

Templates with Added Tailoring? Check.

We’ll let you in on a secret: our templated pages are simply the culmination of tools that come pre-loaded into your Advisor Launchpad website. If you have the time and inspiration, you can build state-of-the-art looking pages on your own.

Then again, you’re a financial advisor, not a web designer (unless you really are both, in which case, you rock). Rather than spending your valuable time building a website, these templates give you an immediate solution to build a custom-looking website without the cost of hiring an expensive designer.

While they may be pre-designed, these templates aren’t “locked in” one bit.  Want to swap out the background images, change the text colors, or use a different font? Be our guest. All of these pre-designed pages can be carefully tailored to fit the aesthetic of your home page.

Getting Started With Pre-Designed Pages

If you’re in the market for a beautiful new website, our specialists will help you identify which pages are most important for building your digital storefront. While many of our clients have selected multiple pre-designed pages to maintain a seamless theme across their website, you may only need one template to achieve your goals. Or, you might even be better off spending time mastering your Advisor Launchpad tools and building something from the ground up.

Whichever route you decide is best, your first pre-designed page is available for $299, while subsequent pages are just $199/each.

If you have any questions about our pre-designed pages or our websites in general, please don’t hesitate to reach out. Our team is standing by!

Building New Pages On Your Advisor Launchpad Website

Your website is your canvas. At Advisor Launchpad, we make it our mission to provide easy-to-use tools that help you build (and maintain) the website your business deserves.

The best websites are fluid, not fixed. As your business evolves, you need intuitive solutions to reflect those changes on your digital storefront. With your Advisor Launchpad website, you can easily build, edit, and publish new pages at your convenience.

To help you get started, here is our personalized guide on how to Build New Pages On Your Advisor Launchpad Website:

1. Go to “Pages”

After logging into your website dashboard, click “Pages” on the side panel. You can also click on “View Pages” on the Mission Control section.

2. Add New Page

Click “Add Page” to get started.

3. Add Headline

Now we’re rolling! After opening your new page, you will be asked to enter a Page Headline. This text will appear at the top of your new page, in search engine results, and in the browser as the title of your page. The Navigation Path that will be generated automatically according to the title used in the Page Headline, but you will still be able to customize that text if you prefer something different.

Name the page however you like, then click the blue “Add Section” button below to start adding content.

4. Sectional Editing

Welcome to your webpage toolbox. The Sections tab provides access to a range of text formats, including Paragraphs, Headlines, Rich Text Editor and more.

While the Rich Text Editor is among the most flexible sections (and ideal for embedding a form or a video), we recommend using the “Headline, Paragraph(s), Button” section if you would like to incorporate all three of those three text elements. We encourage you to explore your options and find the best fit for your individual pages.

After you select your layout, you will be able to begin adding content.

As you can see below, the Sections tab supplies placeholder text to help you get started. You can easily replace the headline and paragraph verbiage with your own content.

Want more editing options? We have you covered. Simply click on the “gear” icon in the upper right-hand corner to access advanced settings to customize background color, background image, and much more.

You can also take advantage of other tools in the Sections page, from adding custom Images, Forms, and Boxes to Rotators and Widgets. Here is a closer look at the Image panel in Sections: 

For this example, we selected the “Left Image & Text” option.

Looks good so far, but what if you don’t want to feature every part of the layout? No problem. Simply click on the “Show/Hide Stuff” icon in the bottom right-hand corner to select which elements you’d like to remain visible (and which you prefer to remain hidden).

5. (Almost) Ready for Launch

When you have finished editing the page, you have two options in the upper right-hand corner: Save Draft or Publish.

If you’re ready to send the page to your compliance team, the Publish button will initiate the process.

6. One More Thing!

While your page has been created, you’ll need to link it to your website navigation so visitors can engage it. Simply select Navigation in the left-hand column:

Select Add Nav Item to begin.

Enter the name of the new page (in this instance, “How We Work”). Then, select the Navigation Type you prefer. Parent turns the page into its own tab or main menu item, while Child makes it a dropdown under a tab (ie, only visible when the Parent menu item is clicked or hovered on).

In other words, a Parent page would be like a “Home” or “About” section, while a Child page like “How We Work” would be found under a “Home” or “About” section. In this case, we selected “About” as the ideal destination for our new page to be found.

For final touches, ensure the Link To section directs to the new page, and you’ll be good to go. “How We Work” is now listed in your navigation:

You can drag and drop any menu items however you like. Just be sure to click Publish on the navigation page to save your changes.

Conclusion

That’s a wrap on how to build new pages! We hope this provided some clarity, but if you would prefer a video tutorial, click here to watch an end-to-end walkthrough of your new Advisor Launchpad tools.

As always, don’t hesitate to reach out to your Customer Support Team at (801) 216-3715, or shoot us an email at support@advisorlaunchpad.com. We’re here to help!

Rocket Talk: Is Your Website Mobile Responsive?

The move towards mobile has passed the tipping point. There are now more people accessing your marketing material on mobile devices than traditional desktop computers. Are you 100% sure your website is displaying correctly across all of these devices? Join Raudel Sanchez and Kirk Faulkner as they discuss the benefits of a mobile-optimized design and what you can do to make sure you have one.

3 Ways to Generate More Leads With Lead Capture Forms

Your website is your virtual storefront that features your firm’s information, mission statement, and team biographies. But how do you make your website more than just a brochure for your business?

The answer is: Lead capture forms.

A lead capture form is your best tool for getting a prospective client’s contact information. They allow you to trade your financial expertise in exchange for something most people are happy to offer: their email address.

With Advisor Launchpad’s state of the art tools, you can customize these lead capture forms into a prospect-attracting machine.

Here are Ways to Generate More Leads With Lead Capture Forms:

1. Unlock the Gated Content Kingdom

If you are part of the growing number of advisors developing original high-value content like whitepapers and ebooks, we commend you for your dedication. In order to reap the maximum rewards of your thought leadership efforts, it is important that you not give away all your content for free.

Gating content is the king of lead generation tactics. Newspapers and other online publications have used content gates as a way to charge money for the content they produce. Rather than assigning a dollar value to your content, we suggest another form of payment: contact information. While some content like blogs best left ungated, high-value content provides a prospect with sufficient level of motivation to volunteer their email address and other information.

In short, content gated behind a lead capture form facilitates a digital quid pro quo: you get the viewer’s name and email address (or phone number) while they get to download your whitepaper or ebook. It’s a win-win that ensures your original content has an interested audience and one that is willing to share their contact information to learn from your perspective.

2. Test to Perfect

Diversify your lead capture forms to determine which approach attracts the most clients.

Known as “A/B testing,” this proven tactic provides several benefits. For starters, it alleviates any pressure you might feel to “get it right” on your first landing page or lead capture form. Secondly, A/B testing is the key to identifying the forms that truly fuel client interaction.

In their recent study on the advantages of A/B testing, Unbounce noted an uptick in lead generation to the tune of 27%. Not bad!

When adding a form to a page in the Advisor Launchpad, feel free to tweak even the smallest details. Here are some variables you can change for each form,

  • Swap out “Have a Question” and try different headlines to capture audience attention
  • Choose which parts of the form display by toggling the switches for the headline, the paragraph, the email field, and the phone number field by clicking on the show/hide stuff button in the quick settings area
  • Spice up your Call-To-Action (CTA) by changing the text on your submit button

If you’re concerned about inundating your website with too many forms, don’t be. HubSpot’s 2018 “State of inbound” report found that companies with multiple landing pages generated 7x more leads than companies with websites that featured only a few landing pages.

3. Less is More

There is an unwritten rule about lead generation forms: the shorter they are, the better. While you might think that conscientious consumers favor long forms with an array of questions, the opposite holds true. The less information your form requires, the more likely you’ll get a conversion.

Studies show that prospective buyers are far more willing to complete limited form fields rather than a full-blown questionnaire. As Formstack discovered, reducing form fields to 10 sections or under increases completion rates by up to 120%. Limiting them to under 4 sections boosts form completion rates by nearly 160%. Even reducing your form’s questions from 4 to 3 sections can power completion rates by an additional 50%.

You get the point: concise forms generate more leads while long ones drive prospects away. With Advisor Launchpad, your website comes fully-loaded with industry-standard forms optimized to capture new leads.

Conclusion

Lead capture forms are the bridge that connects your website to new clients. At Advisor Launchpad, our websites give you all the tools you need to perfect your lead capture forms. By employing gated content tactics, experimenting with A/B split testing, and providing both short and long lead capture forms, we’re confident you will quickly improve your lead generation numbers.

3 Things A Graphic Designer Can Do For Your Marketing

If a picture is worth a thousand words, a graphic designer is worth their asking price. We live in a visual age where people who once read newspapers cover-to-cover now get their current events fix from scrolling headlines and Tweets.

Even in Hollywood, blockbuster movies need dynamic posters to sell tickets. The same rules apply to financial advisors. In this increasingly digital age, visual communication has become a key component for gaining new business.

Simply put, graphic design lays the visual foundation of your online presence. As your bold and expressive introduction to prospects, graphic design encompasses everything from your company logo and your newsletter lead image to the snazzy photo accompanying your latest LinkedIn blog.

Just as you might have a personal assistant or a marketing expert in your firm, now is the time to consider adding a graphic designer to your roster.

Here are 3 Things A Graphic Designer Can Do For Your Marketing:

1.   Create Consistency and Client Confidence

As a financial advisor, you operate in an ever-evolving market where no two days are alike. A graphic designer can create a sense of consistency that reflects your company’s vision and reinforces your commitment to clients. When your firm’s communications have a reliable aesthetic, you create a subconscious rhythm that assures your clients: “no matter what the market’s doing, we have your back.”

On the flip side, consistency engineered by a graphic designer can also give your team a sense of unity. There’s a reason art galleries exist and “word galleries” do not. People get excited by pictures, and when your team is proud to share a new post or newsletter because of the stylish graphics attached, that’s a win-win for office enthusiasm.

Graphic design has the unique ability to excite employees and clients alike.

2.   Attract Prospects (and Cultivate Clients)

When Best Buy released their new logo earlier this year, they made headlines across social media and news outlets. Their fresh design put them front and center with loyal customers and former buyers alike.

Hiring a graphic designer can represent a fresh start for your firm. While the inside of your office may stay the same, upgrading the quality of your outbound marketing materials effectively tells your audience: “we’re back and better than ever.” Beyond retirement-age clients, if you are looking to attract young professionals to your firm, graphic design could be your silver bullet. GIFs and graphic design work are like a second language for millennials. Start adding strong visuals to your content marketing and get ready: younger clients will come calling.

In general, prospective clients of all ages are far more likely to consider your services based on your design alone. In fact, 75% of user judgment on your business’s credibility is directly based on the graphic design you employ.

When 3 of 4 people hire or fire depending on your materials’ appearance, it may be time to start Googling a graphic designer.

3. Align (and Enhance) Your Brand Identity

Verbally describing the advantages of your firm can be challenging, but a graphic designer can help capture the ineffable. The sleek Nike swoosh and half-eaten Macintosh apple are billion-dollar representations of an idea.

When you work with a graphic designer, you gain the expertise of a digital artist in command of a branding toolbox that can help you carve your niche in the marketplace. While developing your logo (the visual foundation of your online presence), a graphic designer can help you build a cadence of images year-round. From light-hearted social media posts to information-packed blogs, graphic designers can capture the essence of your message and sell it in a split second.

They can also bring important doses of humor into an otherwise serious business. While your clients respect you and your team as financial experts, a graphic designer can use their craft to help you build a more personable online persona.

Conclusion

Graphic design can do wonders for your business. Beyond enhancing brand identity and attracting new clients, it is widely demonstrated to increase user engagement across all platforms. When people are intrigued by your images, they will inevitably click on links to absorb your content, peruse your website, and ultimately contact your office.

SSL Encryption: FMG Suite’s Commitment to Data Security

Maintaining a beautiful, functional website involves staying on top of security trends. One of the best ways to do this is by implementing Secure Socket Layer (SSL) protection. 

You may have noticed that some URLs start with “http://” and others start with ‘https://.” That extra “s” means the site into which you’re entering sensitive information—like credit card numbers or signing up for a newsletter—is encrypted using SSL. 

What Is Secure Socket Layer Encryption?

SSL encryption causes your browser and the web server to establish a secure connection through an “SSL Handshake.” This happens automatically and isn’t something you would notice. But behind the scenes, there’s quite a bit going on. 

When you visit a site with SSL, the host server sends a copy of its SSL Certificate to your browser. If the certificate is verified as secure, an encrypted connection is established. This level of security makes it impossible for a third party to intercept information. 

A More Secure Web

In addition to protecting sensitive data, SSL also impacts Search Engine Optimization (SEO). Google has stated that if all other factors are equal, a site with “https://” can break a tie in search engine results.

With the release of Chrome version 68 in July, web pages without SSL will be marked as “not secure,” as seen here:

Chrome 69, planned for September, takes this further by treating sites with SSL as the default, meaning the “secure” tag that appears in your “https://” line will disappear.

Finally, in October, Chrome 70 will trigger a red “Not secure” label when entering text on sites without a Certificate of Authority (CA).

Many experts believe users presented with this warning will be less likely to interact with these sites or trust their content.

Our Solution

We are working on a large-scale solution to bring SSL to every customer with the click of a button. We are excited to report that it will be available by the end of September. 

We understand that online security is an urgent matter. For our subscribers who want SSL for their site right away, we offer an immediate solution. However, this requires coordination with our service team, a manual implementation of SSL protocols, and a one-time service fee of $35. If you need SSL today, give them a call at (858) 251-2420.

At FMG Suite, we remain committed to maintaining the confidentiality, integrity, and security of our business partners, investment professionals, and their clients. As always, please feel free to call (858) 251-2420 with any questions or concerns. 

Rocket Talk: How Do I Start to Grow My Business with Online Marketing?

The whole goal of using Advisor Launchpad for your online marketing solution is to help you increase the amount of business you generate from new and existing clients. We want to help you find new prospects and inspire the clientele you already have to engage with you further. In this new episode of Rocket Talk, Advisor Launchpad’s Kirk Faulkner and Raudel Sanchez dive into the fundamental principles of what makes for good online marketing and how you can further your efforts using our tools.

5 Tools For Managing Your Online Reputation

Jeff Bezos is quoted as saying that your brand is what people say about you when you are not in the room. That is to say, your brand is your reputation and your reputation is your brand. It takes a lifetime to build and could be dashed apart in an instant.

Managing your online reputation is all about protecting this valuable asset and making sure that there is an accurate representation of your brand promise available for prospects and clients to find online. Here are five tools that you can use to manage your online reputation and make sure that when you are not in the room, people only have good things to say.

Google Search

While Googling yourself might seem like an overly self-centered thing to do, it is an important activity that anyone who is serious about their online reputation needs to do on a regular basis. It is the quickest way to discover where you stand in the rankings of the SERPs (Search Engine Return Pages) that are most important to your brand. Of course, nothing is more important than your name. If you are not coming up near the top of the search for your own name, consider putting additional effort into your social presence. Several of the other tools on this list will give you the opportunity to increase your standing in the search rankings.

Be sure to also search Google Images for your name. Make sure that the pictures that come up are ones that you would want potential clients to see. If there are images that you have access to and would like deleted there is a process for that. First, delete the original picture then visit Google’s ‘Remove Outdated Content Page’. Once you have cleaned up your images, you can rest easier knowing that anyone else who runs a Google search on you will be seeing your best representation.

Google Alerts

One of the most comprehensive strategies for monitoring your online persona is to create a simple Google alert for your name and your company’s name. Google alerts are nothing more than an email that arrives in your inbox with any news of new occurrences of the designated phrase. Since it is not feasible to consistently Google yourself every morning, a Google Alert will take care of this for you.

You can also set Google Alerts for key clients and competitors. This will give you a head start on responding to all kinds of news that affects your business. It will surprise you how powerful being the first person to respond to a new story can be in many different instances.

Local Listings

One of the most important aspects of your reputation has to do with your location. Attracting clients who are near you is a powerful way to increase your book of business. Local searches have been shown to more frequently lead to engagement by those conducting the search. A recent study by Google found that “a greater percentage of local searches lead to a purchase within a day versus non-local searches (18% vs. 7%).”

Local search has become much more important in recent iterations of the Google algorithm. Businesses whose information is correctly and consistently listed across the Internet gain preferential treatment in search listings. If you are looking to improve your discoverability, Google Local Listings is a must for your reputation management.

Namechk

One of the most important things you can do for your brand is secure your name or your company’s name across the different sites and social platforms. Securing your name provides consistency to your users and allows your business to be seen and recognized in more places. Namechk is a site that has partnered with the top social companies to help you ensure your brand is consistent and easy to find across the internet.

Use Namechk to see if your desired username or vanity URL is still available at dozens of popular Social Networking and Social Bookmarking websites. You can also use it in the early stages of naming to find a brand identity that you can consistently register for the majority of the most popular sites.

If This Then That

One element of a great marketing experience that we fervently recommend is automation. If you are trying to do everything manually yourself, you will undoubtedly experience burnout and human error and it will negatively impact your ability to execute your marketing strategy. If you are using FMG Suite, you are already experiencing some of the best automation on the Internet, but if you are looking to automate aspects of your brand management outside the FMG Suite environment, there are few tools that can match If This Then That (ITTT) for its ability to automate your workload.

ITTT’s recipes allow you to create instances of automation on almost any major social platform. Do you want an email every time you are mentioned on Facebook or Twitter? Want to make sure your branded content is evenly distributed across all of your different social platforms? ITTT has everything you need to not only keep an eye on your reputation but to create the kind of ubiquitous experience that communicates you have spent the time and effort to own your brand online.

Your reputation is a valuable asset that you can not afford to let get tarnished. Use these great tools to keep an eye on your reputation and manage it going forward.

How to Turn Your Clients Into Brand Ambassadors

Even though branding can be a challenge, the benefits of a strong brand are definitely worth the effort. One of the best things that can happen when you focus on creating the kind of client experience you are really capable of is an increase in brand advocacy. Basically you turn your current client base into an army of evangelists, all touting your efficacy and expertise to their friends, family and coworkers.

In a Forbes article, author William Arruda identifies three steps to taking your clients down the path to advocacy. By focusing on this journey you can not only increase the number of referrals you are receiving each month, but you can dramatically redefine your relationship with your existing clientele to ensure both sides are getting the most out of your engagement.

Step 1 - Get Them Engaged

The first step along your path to brand advocacy is crafting the experience you deliver to your clients after you begin to work with them. In his article Arruda says,

In this phase, it’s about delivering on your brand promise. At a minimum, the offering meets the need. For maximum effectiveness, the client’s expectations are exceeded through every touch point.”

If you haven’t taken time to define your brand promise, now would be a great time for that. Without understanding the deeper values you want your brand to embody you can’t know what type of experience you should be delivering.

When you begin to work with a new client, it is a powerful time in your relationship, but also a vulnerable time. A competitor could come along and supplant you as their preferred solution. That’s why in addition to providing value to your clients at this stage it is imperative you establish your points of differentiation. What makes your service unique from all the rest? Continually state your unique value proposition and then deliver on it. It will become the foundation for the next level of your advocate.

Step 2 - Get Them Enamored

The second stage of a client’s path to advocacy involves increasing their loyalty by consistently meeting their needs. In the article Arruda talks about the importance of this loyalty.

Loyalty is critical in branding. It’s a pivotal milestone in moving clients toward ambassadorship… Authentic loyalty is directly tied to the brand promise and your company’s ability to deliver on the brand promise consistently.”

To move your clients into a state of being enamored, you must first understand their needs almost better than they understand themselves. Client needs can be broken down into three categories:
Opportunities for gain - paths of service that can deliver real value to a client.
Pain points - different ways you can alleviate stress, discomfort and take away negative influence in a client’s life.
Customer jobs - the tasks and duties a client faces everyday as defined by them.

The secret to getting a client enamored is finding your path to understanding these three aspects of their life. Altogether they make a client profile and can not only help you deliver on your brand promise to your clients but identify the aspects of your service most attractive to prospects.

Step 3 - Get Them Enthusiastic

This is the most crucial step in actually transforming a satisfied client into an avid brand advocate. Advisors need to inspire enthusiasm in those they work with. But manufacturing excitement and injecting it into your professional relationships is no easy trick. In his article Arruda has this to say about enthusiasm:

This is the holy grail of brand commitment. Enthusiasm is contagious… When someone is willing to promote you to others – to be an ambassador for your brand – you have enlisted a client in your brand mission.”

In order to stoke enthusiasm in your clients you must first help them identify the benefits they have received as a result of their engagement with you. If they can’t see tangible changes in their life they are unlikely to get excited. But once they do identify that value, it is then that you can help them see how introducing that same value to their family and friends will increase their standing in the eyes of their community. In fact the reception of your unique value puts them into a small community with all of your other clients. Even if they never meet anyone else you work with, they know that they are members of an elite club, a swank party. You must empower them to invite more people to the party.

Make sure they fully understand your brand promise and are able to communicate it clearly. Create value-centric content (optimized for sharing) that they can use as pass alongs to open the door with their acquaintances. Then, if you have played your part correctly, they will be in a position to share how working with you has benefitted them and why others should do the same.

How to Connect Your Content to Your Sales Strategy

Today’s consumers expect a more immersive conversation with their potential financial advisor before subscribing to their services. The excess of information readily available to all consumers requires you to work harder—and smarter—to convert your leads into clients. The days of sending a one-off postcard are over. Clients want to create a relationship with you before enlisting your services.

Mapping the content that you create to different buying stages can help you maximize the success of your omnichannel strategies. To optimize the success of your content, you need to consider the different needs of your prospects at each stage of the sales funnel. 

The Anatomy of a Sales Funnel

Even for the most analytic consumer, making a purchase is ultimately an emotional decision. To truly understand what will appeal to your prospect, you need to know where they stand in the sales funnel.

The most simple model of a sales funnel has three very important stages:

Stage 1: Awareness 

This is the first step in a prospective buyer’s journey, and they may not even know what specific services they require at this point in the process. They are doing their research on potential financial advisors by scouring blog posts, the social media accounts of potential advisors, and industry trends in order to see what works best for their needs. 

Stage 2: Consideration

The evaluation stage is much more involved, and the prospect is now looking closely at what you offer. What sets you apart from your competitors? Do you offer the specific services that they will require? In addition to the services themselves, clients will be examining their possible professional relationship with your firm. Are your personalities the right fit? Do you respond to their questions quickly and concisely? 

Stage 3: Purchase

This is the final stage in your sales funnel, where you leverage your ongoing communication with the prospect to finally convert them to a client. In order to truly sell your services to your client, spend time highlighting your experience in the industry and what sets you apart from the crowd. Really drive home what you deliver for your clients! This will, of course, encompass your financial services, but don’t forget to mention how you cultivate relationships and deliver peace of mind every step of the way. 

How to Tailor Content to Each Stage of the Sales Funnel

Too many companies get hung up on the sale itself and neglect the first two stages of the process. Creating a relationship with your future clients takes time, and your prospects will have unique needs at each stage of the sales funnel. An effective marketing strategy will create content that addresses those needs and distributes it across multiple channels. This sounds daunting, but don’t panic! Here are some steps to guide you through this process:

Define the content needs of each stage in the sales funnel

Before you start hammering out your content, you need to take some time to evaluate what each prospect wants to see. This can be a daunting task, but breaking down the data will help you determine the needs of each persona.This data includes the life stages of your ideal client, their demographics (age, net worth, location, etc.), and what financial services will be most helpful.

Once you have your ideal client in mind, you can brainstorm what will most appeal to this user at each stage of the sales funnel. For example:

Stage 1: Awareness

The awareness stage is vital to starting a new relationship with your prospect. This is the stage where you want to build trust and establish yourself as an authority in the financial services industry. Talk about your accomplishments, tell the story of how you started your career as a financial advisor, and post rave client reviews. Having a compelling narrative helps build brand awareness and convinces clients to pick you over the competition. 

Once this content has been created, use blogs and social media to share it with the world. Posting on your social media channels gets your name out and encourages a conversation with your prospects. Be sure to respond to every comment on your page in a timely manner to prove that you care about your clients! 

Once you have started a conversation with a new prospect on social media, ask for their email address and inquire what financial services they need most. This will allow you to continue the conversation in a more direct way and speak to their major pain points. 

Stage 2: Consideration

This stage is a little more sales intensive, and you’ll want to convey the value that you have provided for other clients in order to prove your worth. 

Begin by addressing the pain points that the prospect brought up in your first conversation. Explain how you have delivered value for your existing clients, highlight your specialties, and explain your process. Having a page of client testimonials is a great way to demonstrate your success, and it will assure the prospect that they will be in good hands! 

Stage 3: Purchase

At the very end of the sales funnel is the purchase stage.  The client is now familiar with your brand and the financial services that you offer, and they are ready to take this relationship to the next level. To “seal the deal” with a prospect at this stage, show off your industry knowledge by sharing whitepapers, case studies, or any recent articles that you have authored. Ask your prospect if they have any other questions or concerns, and invite them in for a face-to-face meeting at your office. 

In closing

When creating your marketing strategy, you need to closely consider the stages of the sales funnel and tailor content to each step. Consumers today expect a longer conversation before committing to a service, and creating content that appeals to each buyer persona ensures that you are covering all your bases.