By Gretchen Halpin, Co-Founder of Beyond AUM
It’s no secret that financial advisors are concentrating on the growth of their practices. But, for a business to thrive in the digital era, it is crucial to keep up with the latest marketing trends, meaning that the path to growth will look different compared to previous generations.
Today, it is all about personalization, practicality, on-demand access, and speed. These are some of the distinguishing features of all high-growth businesses and corporate enterprises. The question is, where does interactive content come into play? What makes it such an important marketing strategy?
Here, financial advisors can take a closer look at the impact interactive content can have, as well as learn practical ways to incorporate it into their marketing strategies and generate more leads.
What Makes Interactive Content Essential for Financial Advisors?
Interactive elements bring static content to life, thus more effectively educating buyers and interacting with audience members. All in all, it is an efficient strategy in differentiating your brand from that of your competitors.
When combined with traditional marketing, interactive content can boost the retention of the financial advisory firm’s messaging and keep visitors coming back for more. In other words, it has reusable value and establishes effective exposure.
Take the Contact Form CVR, for example. A standard Contact Form has less than a 2% lead magnet download, while interactive content can create from 20-25%. Additionally, people are more likely to notice it on social media, leading to a higher click rate.
How to Use Interactive Content to Get More Leads?
Approximately 77% of marketers are utilizing content marketing as a substantial component of their business. Interactive content, in particular, can give financial advisors a competitive advantage. Here are six ways you can put interactive content to use.
1. Repurpose Evergreen Content
Search-optimized content always stays relevant, even after a long period of time. Evergreen tools, like SEO, provide sustainable content that can be a solid web marketing option. To take it to a whole new level, we recommend using live data to create or repurpose your evergreen content.
For example, you can add interactive infographics that are updated in real-time. You can also use live data visualization for marketing purposes. With interactive evergreen content, you have endless opportunities to show your creative side.
2. Include Interactive Calculators
Let’s face it, you’re numbers people. Does your marketing campaign need to present numbers? Then, an interactive calculator makes for a solid choice. Financial advisors can use this tool to allow people to visualize the impact of their investment decisions – like going to cash in a downturn.
3. Add Money Personality Quizzes/Survey
Everyone loves a good quiz. When you generate leads, it is important to keep the community engaged. With quizzes or surveys, you can do that, and more. Engaging a client or prospect online allows for a passive touchpoint or an opportunity for referrals. You also have the added advantage of being able to evaluate the data from the quiz to make informed decisions about your client experience or needs.
4. Focus on Your Ability to Reuse Micro-Content
Reusing micro-content is crucial for positive ROI. You can use the content you already have and break it down into micro-content. This provides excellent reusability, consistency, and practicality. Beyond AUM uses this method as part of our COPE philosophy (Create Once Publish Everywhere).
5. Release Interactive Videos
Although it might be more complicated than some of the other options on this list, interactive videos can leave quite the impression. They provide much better engagement, as well as a solid opportunity for an explanation or a story.
6. Create a Landing Page
Many marketers focus on creating a landing page focused on a form users should fill out. But what if you gave them the opportunity to interact with the page itself instead? With interactive content, you can boost user interest and inspire them to download content you’ve created.
Like anyone marketing a business or service, financial advisors must continue to adapt their marketing strategies to ensure future success. Now that you know about one of the most effective ways to achieve interactive growth, how will you incorporate this tactic into your approach?
If you’re unsure about where to start, consider reaching out to Beyond AUM for a tailored marketing plan.
Beyond AUM is a growth, experience, and technology agency that specializes in serving financial advisory firms.