AdvisorFlex Blog

Print
PDF

Marketing in a Multiscreen World

Written by MIAGD.

Attracting new qualified investors is complicated. They have been conditioned to ignore interruption-based marketing messages, have short attention spans, continually shift content consumption patterns, and demonstrate complex investment behaviors. All of these challenges are magnified in the multiscreen world. As investors move from device to device, advisor brands are expected to adapt to the needs and preferences, specific to each screen.

According to Google's 2012 report "The New Multi-Screen World,"90% of our daily media interactions are screen-based, occurring on smartphones, PCs/laptops, tablets, or televisions. And those interactions are rarely focused on a single screen or activity. Rather, potential investors are constantly shifting from screen to screen to accomplish tasks, what Google terms "sequential usage," or viewing more than one screen at the same time to accomplish related or unrelated tasks, which Google calls "simultaneous usage."

The device we choose to use at a particular time is often driven by the context of where we are, what we want to accomplish, and how much time is needed. Here is a look at how Google breaks down device usage in the multiscreen world:

  • Smartphones, which account for 38% of daily media interaction, keep us connected and are the most common starting place for online activities.
Print
PDF

Effective Advisor Marketing Consists of BUILDERS and DRIVERS

Written by Matt Peterson.

The Builders (Phase 1)

Builders lay the groundwork. They create the necessary assets (logo design, website development, onsite SEO, engaging content, social accounts, etc.) to build your credible brand. This brand helps investors differentiate your firm from competitors, while expanding your reach and influence. Builders are essential, but often not measurable (at least in the short term), which means many advisors have limited patience and budgets to do them well. As a result, some advisors want to rush into the marketing tactics. Expecting immediate gratification and demanding instant results. Such as more Facebook page "likes", increased blog subscribers, immediate SERP (search engine ranking position) Results based on specific keyword searches, media coverage, speaking engagements, and leads. Today's Independent Financial Advisor needs to understand the importance of builders. At MIAGD we do things 'the right way'! We refuse to take shortcuts or give in to desperate desires for quick fixes.

Print
PDF

Why Google Likes AdvisorFlex Websites

Written by Matt Peterson.

I'm often asked...

What separates AdvisorFlex from all the other industry website providers out there?

Other than the fact that we are a boutique family office, the answer is simple.

No Steel Curtain

We offer the best On-Site SEO (search engine optimization) in the industry. Other providers try to lure you in by offering inexpensive (or free) website templates. Then they pull back the curtain to their monthly SEO plans or upgrades. Often times they will charge big bucks only to 'enable a plugin' that might already be installed on your site. Additionally, some 'high profile' marketing / PR firms can develop amazing sites, but with inferior SEO and mobile responsive features.

Print
PDF

Fresh Content is Key for Advisor Website SEO

Written by Matt Peterson.

I'm often asked by advisors to change or update keywords within their site's meta-data, because their site is not showing up on the first page Google for a specific keyword search. The truth is, Google does not use the keywords meta tag in web ranking. Learn more.

Thus, the importance of this blog article.

A Side Note: 'Meta-data Descriptions' are important. Best practices --> 1. Try to use 155 characters or less. 2. Make sure it contains [Company Name] [Company Structure] [Location]. EXAMPLE: ABC Wealth Management is a fee-only, Registered Investment Advisor (RIA) located in Portland, OR. NOTE: If you're an AdvisorFlex Website client, we've got you covered.

CHOOSE ORGINAL CONTENT OVER 'COMPLIANCE REVIEWED' [CANNED] CONTENT

A lot of advisors don't realize that 'canned content' from providers like Marketing360, Forefield, and TheMarketingLibrary.net can hurt their search results.

Print
PDF

Responsive Web Design

Written by Matt Peterson.

Responsive web design (RWD) is an approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones). The basic idea of responsive design is to have a layout that is not bound to a particular screen size or browser, but instead adapts flexibly to different device resolutions and browsers. To achieve this AdvisorFlex framework offers: A fluid grid system, fluid images and media, CSS media queries, breakpoints and corresponding JavaScript functions.

Test out these new template designs on your smart phone & tablet!

 

Simply Better Websites for Financial Advisors

Chart