In case you haven’t heard, outbound marketing is quickly becoming a thing of the past. Financial advisors and other business professionals are trading in paid ads and spam mail for quality targeted content that excites (instead of annoys) their prospective leads. We’re giving you six great reasons below to consider focusing on your inbound marketing strategies and helping you put those cold-calls and mass-marketed emails on hold.
What Is Inbound Marketing?
Inbound marketing utilizes quality, curated digital content that’s designed to draw customers in, as opposed to having you reach out. Instead of your marketing efforts coming across as obtrusive or interruptive for the consumer, inbound marketing is often viewed as helpful and informative.
Essentially, effective inbound marketing should leave the viewer feeling as though they gained something from the interaction. Whether it’s some helpful hints on an infographic or an informative Ebook download – provide your targetted audience with content they’ll want to interact with.
Types of inbound marketing include blogs, email newsletters, podcasts, videos, infographics, webinars, whitepapers and any other content creations you’re offering to your audience.
Did you know…
According to Hubspot, 72% of consumers said their opinion of a brand would lower if they were subjected to a pop-up ad of it.
This continues to prove how the effectiveness of obtrusive advertising is quickly falling short of its content-focused counterpart!
Reasons Why You Should Consider Inbound Marketing
Now that you have a better understanding of what inbound marketing is, here are a few exciting reasons why you should be incorporating it into your firm’s marketing efforts.
Reason 1: It Builds Trust
Your target audience is smart, and their expectations are evolving. People aren’t interested in learning why they should choose your firm to handle their finances. Instead, you need to make your marketing efforts about them. Reaching potential clients through inbound marketing can help you create a foundation of trust. Why? Because you’ve produced content that isn’t advertising your business. Instead, you’re offering helpful insights on asset allocation in a blog post or providing an estate planning checklist in a video.
This creates a no-pressure interaction that helps the audience get more comfortable with you and your firm before they even learn about what you do. Remember, you should always be asking: “How can I add value to the reader’s life?”
Reason 2: It Expands Your Reach
Sure, you could rent a billboard along the highway. It’s true, thousands of cars will pass by and see it every day. But are you really reaching your audience? Let’s say, for example, your target audience is retirees. Are they likely to make up the majority of people zooming past your sign on any given day? Probably not. And if you offer virtual meetings or work for a wide geographic region, how are you ensuring you’ve got coverage in all areas? More billboards? Maybe. But we’ve got an option that can cast a wider net to help you reach a more targeted audience (and you probably know what it is).
Targeting your digital content through the use of relevant keywords, SEO (search engine optimization) or social media audiences allows you to expand your reach both beyond a physical location and toward the right types of consumers. Instead of taking (an often expensive) shot in the dark, inbound marketing allows you to tailor your content to draw in those who are likely looking for your services.
C.L. Sheldon & Company targets their audience through the use of blogs and relevant content that pertains to those that are either actively serving or retired from the military.
Reason 3: Establishes You As a Thought Leader
Creating and distributing quality content not only helps to draw the right kind of audience to your site, but it can also help grow your reputation as a respected thought leader. This can be beneficial in two ways:
- Google values content created by established thought leaders and is likely to rank your site pages higher in the SERP (search engine results page).
- Other advisors, firms, publications and organizations will be more willing to refer their audiences to your content if they know you’re a reputable and reliable source of information.
Simply put, your goal should be to have others think of you as a go-to source of information for your particular niche. This can be an effective way to improve traffic to your site, increase social shares and ultimately boost your online visibility.
Reason 4: It’s Not “Salesy”
Remember: You’re a financial advisor, not a car salesman. When potential clients are searching for the right firm to trust with handling their wealth, they’re not always looking for a sales pitch. Instead, they just want to know that you’re experienced and well-versed in handling their particular financial needs. Inbound marketing can help establish that trust and peace of mind that clients are looking for without coming across as a sales tactic.
Reason 5: Cost-Effective Alternative To Outbound Marketing
We don’t want to put down outbound marketing, as it can be an effective form of marketing for some. However, according to Hubspot, only 18% of marketers say that outbound marketing provides the highest quality leads.
In addition, you can’t deny the cost-effectiveness of using inbound marketing. To us, it doesn’t make much sense to be paying more money for less qualified leads. Instead, you can think of the time and money spent on your inbound marketing efforts as a long-term investment. The effort you’re putting in today to create content will only grow in value over time. Unfortunately, the same can’t be said for a pop-up ad.
The longer your content is on your site, the more time it has to build an audience, gain inbound links and be shared through social media. All of these are important factors in helping you rank higher in Google.
And if you’re creating the content yourself, your only cost may be the tools or software (if any) you use to design and publish. No additional salaries, freelance fees or pays per click!
Reason 6: Ensures All Content Is Working Together
If you’ve enjoyed blogging in the past or connecting with clients on LinkedIn, focusing on an established inbound marketing strategy can help you pull all of your outlets together. By focusing your content across all platforms, you can create a cohesive strategy centered around one or two established goals. If you’re letting your blog, social media, email newsletters and webinars all go in their own direction, you’re likely not focusing your audience one or two important actions. Remember, all of your content should work together as a team to help capture leads and build your audience.
Inbound marketing can help you reach your most qualified audience in an unobtrusive and effective way. With so many types of digital marketing to choose from, find the platforms and content types that work best for you and your audience. And while it may take some getting used to, inbound marketing can be a cost-effective and rewarding way to connect with potential clients and grow your digital presence.
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.