According to Marketo, “Inbound marketing is a strategy that utilizes many forms of pull marketing – content marketing, blogs, events, SEO, social media and more – to create brand awareness and attract new business. Inbound marketing earns the attention of customers and makes the company easy to be found.”
There are many ways to boost traffic to your website and better engage your audience. But, which form of inbound marketing is the best? The answer varies from business to business. In a day and age where people prefer to be educated rather than sold, content creation is the key to connecting and engaging your audience, and further boosting traffic to your Advisor website.
Here are 5 different types of content you should start (or continue) to create for your website to help boost your traffic and engage your audience:
Researchers found that coloured visuals increase people’s willingness to read a piece of content by 80% (Xerox). Infographics are a great way to share information with your audience in a simplified and visually appealing way. To get started, check out some free infographic templates, provided Venngage (sign up required).
51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Adobe). Whether it is an informational video describing the difference between an RRSP and a TFSA or a welcome video introducing yourself to your online audience, there are many easy ways to incorporate video into your Financial Advisor website.
According to Entrepreneurs Forum, hosting a webinar creates several benefits for your business including:
- Develops authority and trust with prospects and clients
- Raises brand awareness by providing users an uninterrupted way to advertise your business
- Grows your contact list
- Generates qualified leads
- Shows off your brand’s personality – something that isn’t as easily done through the written word
Webinars are a powerful tool for interacting and connecting with prospects and clients. Hosting a webinar allows your audience to get to know you, as a Financial Advisor, on a much deeper level than they would if they were to only read website content.
eBooks are a great way to compile your existing blog content and dive deeper into a specific topic. For example, we have compiled some of our existing blog content into an eBook: The Financial Advisor’s Guide to Content Marketing. eBooks have a higher perceived value to your readers who will be more willing to give you their contact information in exchange for access to your eBook. Readers are more likely to feel like this was a fair exchange as you supply them with instant access to a valuable piece of content that they are interested in.
81% of U.S. online consumers trust information and advice from blogs (BlogHer). Blogging is one of the best ways to have a conversation with your audience by answering questions they may have in a non-intrusive manner. Research some of the questions that your audience has, or what information they enjoy reading and use that to your advantage by writing about it. Over time, this will help you build valuable, trusted relationships with prospects and clients.
There is a wide range of content that you can create to better engage, inform, and connect with prospects, clients and industry leaders. Some other examples of different types of content are:
- Case studies
- Social Media
- Opinion pieces
Aside from the clear benefits mentioned from creating a variety of content for your audience, doing this will also help to improve your SEO and search engine rankings. If you feel like continuously creating content is a big time commitment, remember that you can always repurpose your current content in order to get the most mileage out of all of your content writing efforts.