The Importance of Basic Content Marketing in 2021

Besides driving traffic to your company’s website, good sticky content reinforces your brand – The brand becomes a more noticeable name online as people share your content and start commenting on it, retweeting it, and helping it to build trust. These effects “gel” over time and you will see the website traffic increase, SEO benefits (rank higher on Google) and hopefully a conversion (website funnel strategy) in the end. Strong pieces of content can help you become more visible online, both on search engines and in social media. Your social media platforms are one of the best ways to connect and share content with your target audience.

Content creation success is measured many ways including:

– Spike in visitor traffic and page views on a specific content post.
– The number of Shares, Likes, Pins, ReTweets on Social Media.
– Media mentions and stories covering your business or firm.
– Website ranking (SERPs) increase.
– Conversions. Actual product sales or new clients (example: Financial Services).

If you lack the resources for generating content, outsource to an agency or freelancer for help. The basic purpose is to create content and try to post at least 2-3 times per week. Content is scalable and you can add as needed or when more resources become available. Content Marketing is important! Without it, you’re going to struggle to attract the attention you need to collect leads and convert them into sales or clients!

Financial Advisors: 6 critical metrics to measure business blog performance in 2021

  1. Measure Visitors. Traffic measures the number of people who visit your blog.
  2. Measure Leads. Measuring “leads” can be as easy as a vistor filling out a contact form. Set up a goal in Google Analytics. Goals in Google Analytics measure actions you want visitors to take after reading one of your blog posts. That might be signing up for your newsletter, or filling out a content form. Looking at how many people subscribe to your blog or newsletter provides a solid indicator of the quality of your content.
  3. Measure Social Media Shares, retweets, likes or clicks. Social media can be a key driver of short-term traffic. Keeping an eye on your social analytics can help you understand spikes in your shares and the impact of your shared blog content on your overall engagement rate.
  4. Average length of stay. The average length of stay on the blog post’s web page is a metric that gives you an indication of how compelling your blogging is to the reader.
  5. Page views per visit. Page views per visit is a metric that quantifies your success at encouraging multiple interactions.
  6. Inbound links. You need to get well respected, “authoritative” domains linking to your content. More inbound links occur when another website links back to your site. Inbound links is an indicator that your site has high-quality content, making these links one of the most important elements in search engine optimization (SEO).

Drive Website Traffic Home with Content

Picture of wordpress post

My best advice for new website owners: Just write!

It doesn’t matter how much content. Long form or short micro form (1-3 quick sentences and a great image to go along with the article). Complete your thought process before publishing. Don’t over stuff it with keywords and spam. Just write good, quality, sticky content. Write ideas down on paper & pad when creativity  and new ideas hit you. You can always go back to the content you wrote down on paper and flesh them out when creating a blog post.

Content is king, especially when first starting out. Don’t get overwhelmed by all the SEO tricks and page optimization guidelines. Fresh content increases search engine rankings (SERPs) and traffic as well as getting quality links from other sites. If there’s not enough relevant content for your brand or business, it pretty much defeats the purpose of having a website in the first place.

Write the content first, grab a solid image that will go around the content theme. Once its up in “draft” mode and completed, pick the SEO low hanging fruit and edit:

    • Add a few keywords that sum up your article theme and target audience. Don’t spam keywords.
    • Make sure your images are catchy, contextual, and load fast.
    • Add basic Meta tags like Title Tag, and Meta Description Tag. You can go back and add more fine tune the other type of tags such as Meta Keywords Attribute, rel=”canonical” Link Tag, etc., when you get time.

The basic purpose is to create content and try to post at least 2-3 times per week. Keep iterating. Keep in mind that as you build this habit, the more easier it becomes as well as the quality of the article post. Once a new article post is published, make sure to “share” on on social media platforms like Twitter, Facebook, and LinkedIn.

Social Media Post Lifespan for 2021

Tweet post lifespan = 15 minutes (Avg.)

Facebook post lifespan = 6 hours

LinkedIn post lifespan = 24 hours

YouTube post lifespan = 20+ days

Make sure you optimize your posts for retweets and shares. You can also try to “boost” a Facebook post with an ad to extend lifespan. With Twitter, “pin” tweets to the top your profile page to guarantee a greater lifespan. For a LinkedIn post, add content to your profile and join groups to share that content there. Add relevant keywords in your YouTube video title, description, & tags.

Lastly, #Hashtags can help extend or “stretch” lifespan for all social media platforms posts.

9 Real Time Social Media Tracking Tools for 2021

Social Media monitoring is crucial to your marketing campaign. These tools will help your business or service keep track of every conversation, keyword, and hashtag related to your accounts. You can also use the data to look at trends and insights. Will help you “iterate” and dial-in your Social Media marketing efforts.

SocialMention. A social media search and analysis platform that aggregates user-generated content into a single stream. Track and measure what people are saying about you, your company, your product, service or any topic in real-time.

Mention. Listen and make sense of posts across social media. Uncover trends in conversation, filter and analyze data from Twitter, Facebook and Instagram. Pin-point important conversations. Easily monitor sources across the web daily, including press articles, review sites, forums, and blogs.

Google Alerts. Monitor the web for interesting new content. How often. As-it-happens. At most once a day. At most once a week. Sources. Automatic. News. Blogs. Web. Video.

Social Mention. Social media search engine with Real-time social media search and analysis.

Buzzsumo. A tool for content research, and also monitor your Facebook pages. What day is the best to post, how long your posts should be, what types of content works best, and monthly stats over time.

Keyhole. Hashtag Tracking tool to measure your social campaigns in real-time. You can also create reports on-demand.

Unbox Social. All-in-one data-driven influencer marketing platform to discover, evaluate & track campaigns at scale. You can also compare hashtag performance to see how well your brand hashtags are being received by your target audiences.

SparkToro. Instantly discover what your audience reads, watches, listens-to, and follows. Discover the websites, blogs, podcasts, social accounts, and publications that reach your audience.

 

Video Marketing Success For Financial Advisors

Video Camera

Video Marketing is really intriguing to me. From watching countless of Financial Advisor videos, the delivery & production can be really good or really bad.

Video is an incredible tool to market your Financial Service if done right. Good sticky video content can increase brand awareness, website visit lengths (time-on site), lead generation, as well as compliment your YouTube channel. Video is the perfect type of content to share across social media sites like Facebook and Twitter. Sharing will maximize the most coverage.

A speaker’s charism must be “trust worthy” and compelling. The trust part is crucial if you want me to buy a product or gain a new financial service client. It really depends upon the charisma aspect, production quality and the actual subject. Video marketing is a powerful lead generation tool when done well.

Before looking into Video marketing, think about the ROI first.

    • Time resource to make the actual video
    • Produce the videos in-house? or do you outsource to a production firm?
    • Costs of production (fly out a small team from a production firm or use a remote solution). Costs can also include equipment, script writing, etc.

Basic video success for Financial Advisors depends on the following:

    1. Length (1-5 mins).
    2. Production quality (high-resolution). When it comes to shooting and distributing your videos, it’s important to know about image resolution.
    3. Subject. Financial subjects include Medicare, Retirement, Social Security, Investing, Wealth Management, Personal Finance, etc. If the script is great and spot-on, the more clicks and visitors traffic back to the website = potential new client leads.
    4. Speakers charisma. Charismatic people are confident and need help establish trust for the video to interest potential clients.

Remote Video Creation solutions such as OpenReel & Vidyard offer great ways to add video into your emails & website. These services can film from anywhere remotely on a user’s computer or smartphone. Upload your compliant financial advisor videos and drive engagement and lead generation on all channels (website, social media, YouTube, email).

Upload the videos onto your website as well as YouTube channel. You can even host it on Vimeo where you can publish videos to any channel, customize the player and add powerful marketing tools to bump up engagement.

Most important – Be authentic, know your client “persona” target and provide FINRA & SEC compliant original video content. Focus on your financial service specialty!