Saturday, March 11, 2023
Turning Your Website into a Lead Generator
Transforming signals into meaningful conversations for asset managers doesn't have to be complex.
When asset managers create their websites, they are often focused on extending their brand or acting as a corporate brochure instead of turning the site into a lead generator. I often see that when they are having trouble increasing their website traffic and engaging with prospective advisors, they are constrained by three common roadblocks.
The first roadblock is that their websites may not be engineered for conversions. It's essential to identify precisely who the website is trying to reach and to create a journey for them that builds relationships. The site must also be optimized for search engines and be able to gate premium content and acquire registrations.
The second roadblock is not having the right content. Firms must ensure that their content talks about more than just their firm and products. It should address their prospects' needs and problems and should avoid jargon.
Lastly, many asset mangers don't measure their website traffic or analyze the data. They often can't tell if anything is working and don't refine it if something isn't. Measurement and analysis are essential for success.
Fortunately, asset managers don't have to rebuild their website to attract prospects and generate leads. The process can be as simple as creating a single conversion path. For example, an advisor can see a post on LinkedIn that links back to a blog post on the website. After reading it, they can be directed to a landing page that offers an eBook or other downloadable content. After downloading the content, they have converted and signaled to the sales team that they have a potential need.
Ultimately, to get started, asset managers should write 2-3 blog posts and include a call-to-action (CTA) to an offer they have created on a similar topic. They should gate the offer behind a landing page and amplify their blog posts through organic social, email and paid advertising. They should also measure and analyze their results and modify if necessary. With these simple steps, asset mangers can turn signals into meaningful conversations and turn their site into a lead generator.
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Saturday, March 11, 2023
Turning Your Website into a Lead Generator
Transforming signals into meaningful conversations for asset managers doesn't have to be complex.
When asset managers create their websites, they are often focused on extending their brand or acting as a corporate brochure instead of turning the site into a lead generator. I often see that when they are having trouble increasing their website traffic and engaging with prospective advisors, they are constrained by three common roadblocks.
The first roadblock is that their websites may not be engineered for conversions. It's essential to identify precisely who the website is trying to reach and to create a journey for them that builds relationships. The site must also be optimized for search engines and be able to gate premium content and acquire registrations.
The second roadblock is not having the right content. Firms must ensure that their content talks about more than just their firm and products. It should address their prospects' needs and problems and should avoid jargon.
Lastly, many asset mangers don't measure their website traffic or analyze the data. They often can't tell if anything is working and don't refine it if something isn't. Measurement and analysis are essential for success.
Fortunately, asset managers don't have to rebuild their website to attract prospects and generate leads. The process can be as simple as creating a single conversion path. For example, an advisor can see a post on LinkedIn that links back to a blog post on the website. After reading it, they can be directed to a landing page that offers an eBook or other downloadable content. After downloading the content, they have converted and signaled to the sales team that they have a potential need.
Ultimately, to get started, asset managers should write 2-3 blog posts and include a call-to-action (CTA) to an offer they have created on a similar topic. They should gate the offer behind a landing page and amplify their blog posts through organic social, email and paid advertising. They should also measure and analyze their results and modify if necessary. With these simple steps, asset mangers can turn signals into meaningful conversations and turn their site into a lead generator.
