the choice of financial professionals

How effective is your inbound marketing strategy?

Specific content is key in creating your inbound marketing strategy. Inbound marketing simply means marketing yourself through blogs, newsletters, whitepapers, SEO, social media, ebooks, podcasts, video and other forms of content marketing. Knowing your audience is the difference between producing quality content and producing quality content that is actually seen.

Today we look at the three simplest ways to market your financial services: social media, emails and, of course, through your financial adviser website.

Social media

LinkedIn is the financial professional’s best friend. It has the power of establishing advisers as credible and trusted sources. Using LinkedIn as a tool to network is useful in marketing your financial adviser services. This can be achieved through the participation of relevant groups.

For example, if your niche is investment advice for doctors, try joining a group such as ‘Doctors & Financial Planning’. Becoming a relevant thought leader and sharing your expertise is a great way of self promotion without spamming connections. By focusing on a small group of interested participants, you increase the chances of engagement, your click-through rates and the chances of harnessing leads from this form of marketing.


Email is a great way of keeping your current contacts connected with updates and news about you and your financial services. Try to target your subject line to the segment of contacts receiving the update. Although the content inside the email may be very similar, if the subject line of your email is interesting and relevant, then the odds are greater that the recipient will actually open it.

Using the example of providing financial advice for the medical community again, instead of the subject line for your update being ‘Newsletter – December 2018′, try something along the lines of ‘Financial Updates for the Medical Community: Your December 2018 Newsletter’.

Your website

Your financial advisory website is your business card on the Web. Make your services easily accessible on your website. If you are an expert in a financial service, this is the place to not display modesty.

Try to include long-tail keywords in your website content to help with your search engine optimisation (SEO) organic ranking. For those that don’t know, long-tail keyword is simply a very targeted search phrase that contains at least three words.

An example of a keyword is ‘adviser’. Examples of long-tail keywords include: ‘how to find a financial adviser’; ‘financial advisers in London’; ‘tips from a financial adviser’. Organically incorporate long-tail keywords into your financial website content to allow for your web pages to rank higher in Google.

Incorporating some of these tactics will undoubtedly help your financial adviser services shine through the clutter of the Web.

Oliver Taylor, Head of Sales & Marketing, Goldmine Media

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