seo for advisors everything you need to know
TRANSCRIPT
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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
Next steps
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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!
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SPREAD THE WORD
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Share it
Share your content! Post on a regular basis to keep viewers
involved
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ALLOW READERS TO SHARE IT
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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
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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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Thank you!