Where are your prospective clients searching for financial advice?
Where do your prospective clients search online for financial advice? Google, right?
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Hang on a second, sorry, it’s not that simple. Yes, Google is the big one. Other search engines are of course available, but to ‘Google something’ has entered the common lexicon.
And you need to be easily found on Google and other search engines. That’s what your website, done well, should be delivering for you.
But what about all of the other places your clients are searching online for your services? Can you be found easily there?
Coming up in this video, why financial adviser search marketing has become about far more than keywords and Google.
Google receives over 63,000 searches per second on any given day. With more than 90% of the search engine market share worldwide, it’s fair to say that getting found on Google should be a foundation of your digital marketing activity.
But Google is NOT the only search engine in town. To make sure your prospective clients are finding you online these days, you need to expand your horizons as a financial adviser or financial planner. You need to be found in other places too.
Because if your perfect client is looking for your services and finds a competitor instead, you won’t even have a ticket to the game, let alone a shot on goal. That’s my football analogies exhausted by the way!
In this video, I want to get you thinking about the other places your prospective clients are searching online, and how you can ensure your services are readily found in these places.
Where are your clients searching?
So, where are they searching if it’s not on Google? The most searched websites in the UK after Google, as I record this in October 2019, are YouTube, Facebook, and Amazon. Before I go any further then, a quick question for you; can you be easily found, for what it is you do, on YouTube, Facebook, and Amazon?
Let’s take each of these in turn and consider what people might be searching for on each one. YouTube first, then. Well, when we visit YouTube, we’re looking for video content. Increasingly, your prospective clients will be browsing through YouTube to find answers to their questions.
This ‘they ask, you answer’ approach to content marketing, coined by Marcus Sheridan in his book of the same name, is an incredibly powerful way to create content. Listen out for the questions your clients are asking, and then create content to answer those questions.
The lovely thing about video content is how easy it is to repurpose those videos into other types of content. You might turn a video into a blog post, a podcast episode, an article on LinkedIn, even a short book based on the transcripts. Video content can also be repurposed for sharing in 60-second segments across different social media platforms.
Because your prospective clients are searching for answers to their questions on YouTube, you should be publishing videos positioning yourself as the expert and the one to answer those questions.
You don’t need fancy kit or editing software to create high-quality YouTube videos; chances are, you’ve got an HD filming studio in your pocket or sitting on your desk right now. There’s nothing to stop you from investing in fancy kit like wireless mics, studio lighting and backdrops, but the most important thing here is to GET STARTED.
Cat videos & family photos
After YouTube, as a most searched website, comes Facebook. In my experience, financial advisers often dismiss Facebook for a couple of reasons. Firstly, it’s too social. Facebook is seen as a place for sharing cat videos and family photos, not as a place where business is done. Secondly, the demographic using Facebook isn’t seen as right for the typical financial adviser target client.
I love misconceptions like this when applied to social media platforms because they result in less competition. Yes, Facebook is a more social place, but there’s a business edge, especially within many of the groups. Yes, Facebook tends to lean towards a younger demographic, but your clients are on there too, even if they are lurking instead of posting.
So when your clients search on Facebook for local services, including local financial advisers, are you showing up?
Being found on Facebook means having a well-designed business page, actively posting fresh content, and engaging with prospective clients in relevant groups. There’s more advanced stuff you can do on Facebook, including the use of the Facebook Pixel on your website and creation of custom or lookalike audiences for re-targeting, but you need to be found on there in the first place.
Become a published author
What about Amazon then? Yes, your clients are searching on Amazon for you too. Can they find you? It used to be a big deal to become a published author.
When I wrote my first book back in 2006, it took me more than a year to secure a book deal, three months of solid work to write the manuscript, and then another three months of working with the editor to polish my copy. I then had to wait six months for the book to be printed and distributed, before it landed on bookshelves for people to buy.
The world of publishing has changed a great deal since 2006. In theory, you can write and publish a book in one day. In fact, I’ve done this! Back in 2013, along with two colleagues, we wrote and published a book called Your Money Day, in one day.
A day later, it was available to purchase in the Amazon Kindle e-book store, and within a week people could order a paperback version, printed on demand. I’m not going to claim this book won any literary awards. The project, which we live-streamed at the time, was an experiment in getting it done.
There is nothing from stopping you from becoming a published author. One approach is to write a 1,000 blog post each week for six months, and then collate those articles into a book. Or work with us; we’ll help you plan out your book structure, before interviewing you over a series of calls and then writing the book on your behalf, in your unique voice.
What’s important here is being found when your prospective clients search for you on Amazon. You can use the title and sub-title of your book to reflect the questions you’re answering in your book. Becoming a published author, while much easier than it was historically, still carries with it a great deal of credibility and authority, which are so important when marketing to reach your ideal client.
Rise of voice search
Another way to be found through Amazon – and this one is becoming increasingly important – is through their voice service, Alexa. The use of smart speakers, or voice assistants, like Alexa, Siri, Cortana and Google Assistant has soared with at least one in 5 homes in the UK estimated to be using them.
That growth is set to continue and, before too long, there’s a high probability your ideal clients will be using voice assistants for search. In fact, it’s estimated that, by next year, half of all searches across the internet will be voice-based. Are you ready for that?
Can you be found in Google, on YouTube, Facebook and Amazon? If not, what are your plans to improve your discoverability on these key platforms?