Seo for advisors everything you need to know

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FREE WHITE PAPER

Add white paper slide

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SPEAKERS

Phil LaboonPresident/CEO

ClearSky SEO

Loic JeanjeanDirector of Sales & Marketing

Advisorwebsites.com

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CONSUMER BEHAVIOR IS CHANGING

% OF PEOPLE

WHO SKIP TV ADS

% OF DIRECT MAIL NEVER OPENED

86 44

Source: The Guardian, August 2010, TSEA.ORG, March 2009, & EPA.GOV, November 2010

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RULES AND REGULATIONS

# OF US CITIZENS

300,000,000 ?

# OF US CITIZENS ON THE “DO NOT CALL” LIST

Source: FTC, July 2010

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RULES AND REGULATIONS

# OF US CITIZENS

300,000,000

200,000,000

# OF US CITIZENS ON THE “DO NOT CALL” LIST

Source: FTC, July 2010

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How do people find what

they’re looking for?

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PERCENT OF THE POPULATION DOES RESEARCH ONLINE BEFORE BUYING?

86% of the public will research a service or product before making a buying decision

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68% of consumers spend time reading content from a brand they are interested in. [The CMA]

78% of of consumers believe that organizations providing custom content want to build good relationships. [TMG Custom Media]

7 in 10 consumers prefer to learn about a company through articles, not ads. [Marketing Tech Blog]

90% of consumers find custom content useful. [TMG Custom Media]

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AGENDA

Consumer behavior is changing

What is content marketing?

Targeting your ideal client

How to create & share valuable content

-articles, Q&A, video, podcasts, images/infographic,

slidesharing

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A SIMPLE MODEL FOR SUCCESS

Traffic Conversion Measurement

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GETTING FOUND

Traffic Conversion Measurement

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% OF PEOPLE WHO DO

INTERNET SEARCH

91

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SEARCH ENGINE TRAFFIC

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SEARCH ENGINE OPTIMIZATION

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SEARCH ENGINE OPTIMIZATION

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CONTENT MARKETING DEFINED

Content marketing: technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

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MASTER CONTENT MARKETING IDEA #1:

ID YOUR IDEAL CLIENT

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HOW TO CONNECT WITH YOUR IDEAL CLIENT

• Who’s your target?

• Provide valuable content that your target audience will want. Then getting

visitors to fill out a form to access this information.

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CREATING A BUYER PERSONA

Demographic information, including:•Job title, role, and responsibilities•Department•Company size•Industry•Location•Budget

Behavioral information, including:•Motivating factors•Expectations•Concerns and pain points•Role in the purchasing process•Understanding of your products and services•Needs met to ensure a purchase

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MASTER CONTENT MARKETING IDEA #2:

CREATE VALUABLE CONTENT

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TYPES OF CONTENT

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HOW DO YOU GET MORE TRAFFIC TO YOUR SITE?

Jeff uses his blog to answer

frequently asked questions

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38 Million results

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Here we see Retirement Jock: ranked

number 2

All these companies pay

for results

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COMPANIES THAT BLOG

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COMPANIES THAT BLOG

57% of marketers acquired

customers from blogging

Source: State of Inbound Marketing, Hubspot, March 2012

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CREATE AN EBOOK

Wealthy Doctor Guide: Ten Financial Planning Strategies Every Physician Needs to Know

A step by step guide for powerful financial planning

• Will I outlive my Assets?• Can I afford to Retire?• Can I maintain My Standard Of Living?

Wealthy Doctor Financial Planning Guide

A step by step guide for powerful financial planning

Description Cover of e-book Form

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Are You Ready for Retirement?

A step by step guide to retirement planning:

• Will I outlive my Assets?• Can I afford to Retire?• Can I maintain My Standard Of Living?

Ten Valuable Tips to Retirement Planning

A step by step guide for powerful financial planning

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CREATING LOVABLE CONTENT

Are you interested in creating your own great content?

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KEEP IN MIND

QUALITY

QUANTITY

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MASTER CONTENT MARKETING IDEA #3:

MAKE A PLAN

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EDITORIAL CALENDAR

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MASTER CONTENT MARKETING IDEA #4:

SHARE IT!

SPREAD THE WORD

Share it

Share your content! Post on a regular basis to keep viewers

involved

ALLOW READERS TO SHARE IT

Social sharing quick tips

Add social sharing buttons to content Include a quick description and link Allow and encourage friends &

followers to share your content Ask for feedback

Other ways to share

Newsletter Email blast Blog

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MASTER CONTENT MARKETING IDEA #5:

CONVERT

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Clear call to action

Schedule a consultation

Phone number is on every

page an easy to find

Professional photo, simple clear message

Simple introduction

to firm

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MASTER CONTENT MARKETING IDEA #6:

MEASUREMENT

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IT’S FREE AND WORKS VERY WELL

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THINGS TO MEASURE ON EVERY SITE?

Visitors & Goals

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THINGS TO MEASURE ON EVERY SITE

Traffic & goals

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THINGS TO MEASURE ON EVERY SITE

Dec 2012 Jan 2013WEBSITE TRAFFIC 3135

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THINGS TO MEASURE ON EVERY SITE

Dec 2012 Jan 2013WEBSITE TRAFFIC 3135 4455

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THINGS TO MEASURE ON EVERY SITE

Dec 2012 Jan 2013WEBSITE TRAFFIC 3135 4455

PROSPECTS

Requests for meeting 11

White Paper 1 9

White paper 2 7

Newsletter sign-ups 1

Total Leads 28

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THINGS TO MEASURE ON EVERY SITE

Dec 2012 Jan 2013WEBSITE TRAFFIC 3135 4455

PROSPECTS

Requests for meeting 11 20

White Paper 1 9 19

White paper 2 7 32

Newsletter sign-ups 1 2

Total Leads 28 73

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ADVISOR WEBSITES + CLEARSKY SEO

Welcome to the

Big Leagues! We help you win online:

you’ll be found, convert

prospect into clients and see

your success.

Our clients love the platform

we scored 9.6/10 for

customer support

We’re great and getting

better: we’re always adding

new features

We make it easy Experience working with advisors

Customized for the financial

industry

Emphasis on your local market

Designed with your busy schedule

in mind

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NEXT STEPS

Already have a website?

We’ll provide a review of your

existing website and tell you how to

get more visitors, look more credible,

engage more clients.

Personalized Website Review

Request a Demo

Don’t have a website?

Request a demo to learn how to build a compliant, effective website.

Give us call: 1.888.946.3188

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