Keywords Are Crucial To Marketing For Advisors And Most Of Them Don’t Get It Hot

agluckagluck  
 
 
0.0 (0)
Write Review

Keywords are the words and phrases people use to find you on the Web.

 

For example, say you are an advisor in Abilene, Texas who specializes in using options and ETFs. You would want to post content on your website and blog about options and ETFs and that mentions you’re in Abilene. The more content like that, the better.

 

Maybe you would write a blog post about how rare it is for an advisor in a small town like Abilene to be hedging ETFs with options. Or maybe you would post about how ranchers in west Texas understand and like to use options because of their ties to commodities markets.

 

Another example: an advisor in a suburb of Cincinnati who focuses on serving senior executives at Procter & Gamble might want to post about P&G’s deferred compensation plan, or maybe address the financial planning angles on an early retirement offer made by P&G to middle managers.

 

By writing content that is so specific, so directed to a particular market, your site will be more likely to get found on the Web by people searching for answers. The beauty of this is that people who find you that way are seeking exactly what you do. They are great prospects. 

 

Most advisors simply do not know that writing content targeted to well-defined niches  over the long run enables prospects to find them. I speak with advisors all day who do not know how this works or are unclear about how it works.

 

For the record, if you do not explain your specialties and what makes you different on the Web, you will sound like everyone else.

 

Writing content on your website that says “we personalize each client’s financial plan to their unique goals and risk tolerance,” guarantees that your site will not be found by prospects searching for answers to their personal financial problems.

 

It’s ironic that saying on your website that you provide personalized advice without being specific about the nature of the engagements ensures that the people who want personalized solutions will not find you.

 

Put another way, nobody searches for “personalized investment advice” and if they did they would not find you. Esoteric, highly specialized informaton about specific financial problems of people in your town is what works.

 

How do you know what your keywords are?  It takes some thinking. But it’s not rocket science. It’s common sense. While there is a lot of hype and nonsense being told and sold to advisors about search engine optimization, success is largely based on good strategic thinking.  

 

 

This Website Is For Financial Professionals Only


User reviews

There are no user reviews for this listing.
Already have an account? or Create an account

A Strategically Focused CE Curriculum

With classes approved for over a decade by the CFP Board, IWI, and NASBA, Advisors4Advisors CE classes are an optimal knowledge stream for CFP®, CIMA®, CPA, CPA/PFS®, CFA®, and other practitioners. It's not a grab bag of speakers willing to sponsor CE content. Nor is it a one-man CE course. It's a group of subject matter experts with amazing communication skills and a history of thought leadership that, together, give advisors a well-rounded knowledge system for running a professional practice ethically and intelligently.

CE Since October 2008

A4A CE classes for financial professionals began in October 2008, the week Lehman Bros. collapsed. Initially billed as “The Financial Crisis Webinar Series,” A4A connects advisors with authoritative sources on investing, tax, and financial planning, chosen by A4A Editor Andrew Gluck, a veteran financial reporter. A4A members get a stream of CE classes for an advisor who: 

  • holds a CFP®, CIMA®, CPA, CPA/PFS, CFA or other designation requiring CE annually 
  • values monthly CE classes by Fritz Meyer, Craig Israelsen, Frank Murtha, or Andrew Gluck
  • diversifies a core of client portfolios in low-expense funds
  • invests based on MPT and economic fundamentals
  • advises on tax and financial planning as well as investing
  • needs financial counseling skills
  • wants the Certified Financial Counselor™ designation 
  • is building a brand as a thought leader locally or in a niche
  • wants the facts when bad news breaks
  • wants CE aligned with a content marketing system
  • wants 24/7 access to CE on-demand
  • insists on objective evidenced-based tax and investment planning analysis

 

MEMBER REVIEWS 
William Desormeau, Jr.  
It is not possible for me to overstate the cumulative value that Craig and Fritz have added for over 10 years to my investment advisory practice, as well as for personal and family financial planning. A4A gets my highest recommendation
Lynn Najman, CFP®
I’ve subscribed to A4A since its inception, and always find it intellectually stimulating and on point. It’s one of the few CE solutions out there that doesn’t waste my time by pushing product or talking down to me.

PeteDeacon-CPA-CFP

Pete Deacon, CPA, CFP®
A4A has had a profound effect on my business. Since 2009, I’ve relied on the consistent messaging and updates to run my business successfully. Being able to present the information from Fritz, and Craig's ongoing CE webinars has been a significant benefit.

fredericMayersen-phd-cfp

Fredric Mayerson, MBA, PhD, CFP®
I've been a financial professional and professor of finance for 35 years and find Fritz Meyer to be among the most engaging, incredibly knowledgeable, and experienced presenters I’ve encountered. They deliver an extraordinary amount of information in an extremely interesting way — sequentially and developmentally, utilizing pedagogical tools and techniques that few possess.  A4A to is the most consistently excellent CE program available.  
Ron Roge, MS, CFP®
I’ve been attending A4A many years because the CE classes are outstanding, and my time is valuable. Though I have over 35 years of experience, I’m always learning something new on A4A. I attend fewer conferences now because the CE is generally not advanced. If you want to learn from the best, in a faster, easier, and less expensive way, I highly recommend A4A.

John R. Day, CPA/PFS®

I’ve been a member since 2011 and never miss the monthly webinars with Fritz Meyer. I appreciate Fritz’s independent views on the economy keeps me updated on excellent  planning ideas. A4A is a great value!

NormanPolitzinerCFP

Norman Politziner, CFP

I wouldn't miss a Fritz Meyer webinar unless my pants were on fire. I've relied on Andrew Gluck's knowledge systems --client communications and CE -- for two decades. It's simply the best solution for tax, financial, investment, and risk-management professionals.®   

Dan Hawley, CFP® 

A4A, for over a decade, has been a great resource for useful and accurate information and CE. A4A and Advisor Products are bargains for an advisory practice. 

KevinBrosious-CFP-CPA-PFS

Kevin Brosious, MBA, CFP®, CPA/PFS®

I get CPA CE credit and CFP credit for the webinars.  But not only that, the A4A content is terrific