Strategic Planning for Digital Marketing
 
A recent study conducted by Smart Insights discovered that 45% of brands do not have a well-defined strategy for digital marketing, while 15% of businesses do have a plan but have not yet fully integrated it in their marketing efforts. If you do not have a proper strategy in place, it is going to be very difficult to innovate and grow, and measure any meaningful results as well as learns from your past mistakes. Given the necessity for differentiation and the competition for  new clients, it is particularly recommended that investment advisors take a hard look at their digital marketing strategy.
 
Integrated Digital Strategies
 
A well-integrated digital marketing strategy has several key components, and the success of the strategy will require that every component be utilized effectively. The emphasis on digital lead generation is also notable since research shows that their conversion rates exceed those leads generated through conventional marketing methods. Digital lead generation demonstrates engagement, enables easy access to your company, and allows you to focus your sales efforts most effectively as you receive signs of interest from the prospective client depending on the type or number of digital interactions.

• Content marketing – At the heart of an integrated digital marketing strategy for investment advisors is content marketing. The SEO content needs to be more customer-centric to be able to consistently help the advisory firm in attracting and retaining clients through the creation of usable and consumable content regularly. After the content has been created, it should be delivered in the right format using various marketing vehicles like emails, landing pages, social posts and blogs.
• Website strategy – Just the way your content marketing must be customer-centered, your website acts as the central point of the digital marketing experience. All the various tactics and digital components are essentially driving your clients to it. Therefore, the landing pages and the website design are also key factors of converting lead generation prospects into actual clients.
• Social media marketing – The focus here is to create content that is worth sharing. The ultimate objective is still improving lead generation for investment advisors, but through promoting your content and brand through social media. It is a way for firms to directly get in touch with their audience.

 
Marketing Campaign Plans
 
The aim of the digital marketing plan for investment advisors is to identify your unique selling proposition for your firm through diligent competitive research then clearly define the goals your online initiatives. It should also include details of the ideal client you are targeting and list the specific channels you intend to use and how you intend to do it. These plans should be developed alongside marketing professionals to allow firm differentiation and targeted, cost effective lead generation for your business.
 
Implementation Roadmaps and Timelines
 
After developing a robust strategic plan for digital marketing, it is vital to implement the plan in line with the core growth strategies of your business. Successful implementation roadmaps with specific timelines require a broader perspective, which is an essential benefit of working with seasoned digital marketing executives.
 
In conclusion, strategic planning for digital marketing is all about leveraging the myriad and complex marketing channels for best results. To see one of our case studies, please visit us at http://go.massengilladvisory.com/landingpage/ or simply contact us today at http://www.massengilladvisory.com/contact-us.html for more information on how we can help your investment advisory firm stand out in a tough competitive environment and deploy a digital marketing strategy for reliable and predictable growth of your new clients.

The truth is that digital marketing is steadily becoming the most effective way for lead generation and effective differentiation in the world of commerce. Regardless of whether the enterprise offers services or products, being able to stand on top of the competition while offering a distinguished line of services is absolutely paramount. However, with the current increase in the number of RIA firms, marketing your firm while controlling costs remains a key challenge. With this in mind, hiring a team of professionals and incorporating them into your firm, especially if you are running a small to mid-sized advisory could be prohibitive. This is why finding an alternative is practically mandatory if you want to stay afloat. Luckily, the alternative is already here.
 
Outsourcing Digital Marketing
 
Outsourcing the entire DM effort could turn out to be a particularly good choice for a variety of great reasons. Right off the bat, your expenses are going to be reduced significantly. Keep in mind that retaining a few employees on a monthly salary is definitely going to be much more expensive than sharing the cost of an already developed team that’s charging as a unit.
 
As we mentioned above, there is an outburst of demand for digital marketing specialists at the moment which leads to steep competition in the sector. With this in mind, agencies are trying to attract as many customers they can as soon as they can by lowering prices and offering comprehensive marketing packages...all to your benefit.
 
Increase in Quality
 
When it comes to digital marketing, the trend is all that matters. Managing to capture what’s current is absolutely paramount and professional teams that you can outsource to are all over it already. Lead generation is certainly something that you should be concerned with as a small business owner but rest assured that there is no better alternative than differentiation through comprehensive and distinguished digital marketing strategies and campaigns. As the competition is fierce, marketing agencies can’t afford to compromise with quality because they could easily be replaced.
 
Timely Considerations
 
Even though the experts are going to advise customers that digital marketing campaigns should be regular and yearly, most companies tend to ignore that. With this in mind, they’d go ahead to pull off a 6-month or 12-month campaign and leave it be for a while. This makes hiring particular employees absolutely inefficient and outsourcing the digital marketing to a professional team seems even more appropriate. New trends are emerging every day, and you need to be able to keep up if you want to stay ahead. 

Why do clients leave? The reasons can be endless, such as being unsatisfied with the service that they are receiving or because they found better alternatives. For investment advisors, for instance, client turnover can be because they feel that the advisors no longer have time for them or because they feel that the service they are receiving is inferior. So while you should make every effort to focus on your current clients, you need to hedge your turnover risk by continuously creating predictable new client pipeline. With a pipeline, you will be able to tap the leads that are not yet ready, send the right message at the right time, and enjoy optimal sales with minimal work. In this case, digital marketing can be highly instrumental towards the achievement of success.
 
How to Make Use of Digital Marketing
 
The establishment of a predictable new client pipeline is no easy undertaking. It requires a meticulous approach to be guaranteed that the outcomes will be favorable. In most instances, you do not need to do it on your own. Professionals like investment advisors can rely on the experts in order to provide them with lead generation and firm differentiation, among other strategies that will be crucial in the reduction of customer churn and having a robust sales pipeline.
 
Among others, one that can be helpful would be the use of a lead management system. There is a need to have a platform that will make it easy to integrate the information that you need, including contacts and sales opportunities. It will also help if you can try different list sources, which will be an opportunity to look for new prospects and replace those who will be lost.
 
Aside from generating leads, it is also paramount to focus on the strategy that will be employed in every component of the sales funnel. From prospecting to closing, it is important to identify the right approaches in order to capture leads and make them satisfied.
 
Focusing on great content is another digital marketing strategy that can be highly instrumental in creating new client pipelines. The content must be relevant, educational, and engaging. In a world where there is information overload, you can achieve differentiation through having exceptional content, which will attract clients to choose you above all others.
 
In sum, the creation of a consistently strong client pipeline and forecast is never going to be easy for any business. It requires the need to have robust strategies, including those that are related to digital marketing. The good news is that you do not need to do it on your own. If you want to achieve differentiation and to establish profitable relationships with your client, who includes minimizing churn and continuously attracting new prospects, you need to proceed with the right strategy and work with the right people.