In the 1989 classic ‘Field of Dreams,‘ the lead protagonist Ray Kinsella stood alone in his cornfield.
In the now-famous scene, Ray hears a whisper saying, “if you build it, HE will come.” However, over the years, the popular line has been misconstrued.
Today, the old saying goes: “if you build it. THEY will come.”
But, who is “they” and how are they going to get there?
How do you tend the fields and generate traffic to your lead magnet or landing page?
Well, the short answer is coordinated acts of marketing.
More often than not, advisers believe posting the occasional blog post or social post is enough as a marketing strategy.
However, these are stand-alone acts of marketing.
You’ve already built this amazing baseball field. But, how do you fill the stands?
The first thing you want to do is coordinate your marketing channels into a robust strategy, and here is how you can do it:
Facebook Ads: Leadoff Hitter
Do you want to have an immediate impact on the reach of your content?
One of the best first places to start is Facebook – Facebook Ads
“Everyone” is on Facebook, and according to the 2021 State of Digital Report for Financial advisors, Facebook ads account for 19.7% of all marketing traffic.
So when it comes to your marketing strategy, you want to think of Facebook ads as your leadoff hit.
It is someone with a high base percentage, bat control, good speed, and who you can trust to get the ball rolling.
Facebook ads allow you to generate new leads by increasing your reach and traffic to your website.
You can even track key data metrics to ensure your ads generate real results.
Your brand awareness can spread far and wide with Facebook’s targeting capabilities.
Social Media: Contact Hitter
If Facebook ads are your leadoff hitter, then organic social media is your contact hitter.
There are now a ton of social media platforms out there for you to use – from Instagram to Twitter, LinkedIn, Clubhouse etc.
Just like learning a particular skill, the more content platforms you use, the better.
These platforms help continue the conversation and promote engagement with your audience.
Something interesting to note from the 2021 State of Digital Marketing Report for financial advisers is that the conversion rate on organic Facebook and LinkedIn is 5.8% and 5.6% resp. compared to 1.6% of Facebook ads.
So definitely, think coordinated. Leveraging both paid and organic social media will help you reach and convert more prospects.
Wondering how to stand out on social media? We have you covered – just follow these four simple steps.
Email: Power Hitter
It is late in the game. The bases are loaded.
It’s been tight all night, but now you have the opportunity to take the lead and hold it.
Who are you going to call in to bring them all home? Now is the time to send in your power hitter.
Email is the power hitter to your marketing strategy!
According to insights from over 38,000 campaigns (analyzed in the 2021 State of Digital Marketing Report), email is responsible for 71.8% of traffic for advisers, with up to 10.3% conversion rate.
One of the great things about email is that it is very personal and action-oriented.
When you receive one, your subconscious tells you to do something with it.
That could be reading, replying, clicking on the links, deleting, signing up, etc.
And so, leverage emails to drive more conversations and conversions.
Optimized Site Content: Closer
You are in the eighth or ninth inning with a slight lead.
Your pitchers have been holding ground all night, but now it is time to send in the closer to secure the win.
When it comes to marketing, your site content is your closer.
All of your previous marketing endeavors lead potential clients to your website.
Now is the time to secure the sale, and you want your site content optimized with relevant keywords.
You want your content engaging and informative to entice that final action.
Optimizing your website and landing pages is one of the best ways to ensure you can get the job done.
Final Thoughts and Implementation
You’ve created a compelling offer (or not yet? That’s fine. Click here to download our lead magnet checklist and learn how to create irresistible offers).
You’ve spent time posting content on different marketing channels and optimized all of the content of your website.
Now is the time to watch the leads start pouring in, right? Well, not exactly.
If Ray just built a baseball field in his cornfield and walked away, nobody would’ve shown up.
You have to put in additional time and effort required.
In other words, if you build it, they might come.
However, if you want them to come and stay, then you need to be consistent and coordinated with your marketing.
You need to tie all of your marketing tactics into a broader strategy that ensures you have a consistent, repeatable process for turning strangers into clients and raving fans.
That’s exactly what the Cold to Gold Framework is all about. For an introduction (and walkthrough) of the framework, click here.
This way, you’ll be able to:
- Reach more people
- Generate more leads
- Build and nurture more relationships
- Turn more prospects into clients
Snappy Kraken can help you with this!
We can help you kick off and automate the strategy for you. Request a free demo today.