Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s Topic: “SEO vs Social Media Marketing for Financial Advisors”
Attracting new prospects each month is such an integral part of a financial advisor’s marketing strategy. It’s vital to create awareness of your services and let people know how and where to find you. We will discuss two of the popular ways in which you can do this online. One is through SEO (search engine optimization), and the other is through Social Media Marketing. Both are known as inbound marketing channels. Knowing which channel to focus on for the best results can be tricky.
SEO will target people who are actively searching for an advisor when they enter specific keywords or phrases. Your webpages are indexed and ranked with its keywords and other factors, so the higher the ranking, the greater the likelihood that your pages will be listed in organic search results. Social media marketing, on the other hand, will reach an audience that is scrolling through posts and updates but aren’t necessarily searching. Their intention to “buy” is therefore low to non-existent in comparison with your SEO audience. Social media focuses on building a network of relationships and engaging people who may or may not be interested in your services down the line.
We all want to save time and take a short-cut where possible. So, advisors often ask me which channel they should focus on for the best results. My answer is social media marketing – but I want to explain some of the pros and cons of each channel so that you know how to get the best results from both.
Your content type will determine whether it’s best suited for SEO or Social Media. In-depth articles that are informative and educational perform well on SEO, whereas eye-catching images and videos work well on social media. People engage with and re-share entertaining content that is funny, shocking, or thought-provoking.
We’ve all seen social media content that has gone viral virtually overnight. Social media will give you the fastest results and has the widest reach. The downside is that once you’ve posted your content, it may go stale after a day, and very few people may look at it again. SEO is dependent on algorithm rankings, and it takes a continued investment of your time before your pages are organically ranked on the first page of search results – especially when you’re competing for popular keyword phrases. Your audience is limited to the number of people that are searching for that specific topic. A high SEO rank will reach an audience with high buying intent over a more extended period.
Another advantage of social media is that you can identify your audience and do more niche-specific targeting. An SEO search indicates that people are interested, but you don’t necessarily know who they are. People will rarely look at your website more than once, but social media gives you an opportunity for multiple engagements or touchpoints over an extended period.
Be more intentional about incorporating SEO keywords in your social media posts without going overboard. We’ve all seen those uninspiring headlines of random keywords followed by hashtags. Check that your social media profiles are aligned with the SEO strategy for your website and that you’ve incorporated the same keywords or phrases.
Ideally, you want to keep the SEO pot simmering in the background while you invest in frequent social media posts. You can cross-pollinate both channels by ensuring that you have all the social media sharing icons available on your blog posts and reference your website on all your social media posts. Social media sharing will influence your Google ranking too. Use both channels to amplify your authority. When other influencers refer to your post in their blogs, it elevates your authority. The key here is networking and relationship building.
All this takes time but will pay dividends when you put the effort in and then consistently review the data being generated by your content and refine it accordingly. This gets easier and less time consuming over time and will generate more ideal prospects.
What’s your biggest marketing problem? Before you lose another ideal client get this and other issues resolved today by going to my website, socialmerlin.com, or click the link here now. You can also ask a question, make a comment or just get more information, and I will personally respond to you super-fast. Thanks, and see you next week.