In the early years of the internet, a website was like a digital business card or a marketing brochure – a place for consumers to look up basic information to contact a business, including a financial advisor.
In today’s world, however, consumers use websites in a far more sophisticated manner – gathering information and ‘studying’ a number of businesses for an extended period of time, before ever being ready to contact the advisor with the intent to do business.
The question, then, is how to take casual visitors to an advisor’s website, and engage them in a manner where they will come back when they’re ready. The answer: to use the digital visit as an opportunity to make a “digital connection” by persuading the visitor to opt into joining your mailing list… which gives you the opportunity to stay connected with them, until they’re actually ready to do business.
In fact, notwithstanding the massive growth of social media in recent years, marketing studies find that email still drives business 40X more effectively than social media. And a proliferation of new tools from companies like SumoMe, OptInMonster, and LeadPages have made it easier than ever for advisors to use such solutions in their own marketing process.
Ultimately, the reality is that such marketing strategies are really no different than the drip marketing strategies that many financial advisors have engaged in for years, simply delivered – and leveraged – with the power of the internet!