Mobile Optimized Website – 3 Crucial Reasons to Have One

Did you know that 52% of all website traffic comes from mobile phones? In today’s digital era, mobile users are on the rise every day. Therefore, to expedite your online presence, marketers need to invest in a mobile optimized website.

With the help of a mobile optimized website, you can captivate qualified leads and prospective customers. Here we explore the importance of optimizing your website for mobile and how you can deliver the highest functionality to your audience: 

Why Should You Have a Mobile Optimized Website?

A mobile optimized website will not only allow you to connect with your prospective customers where they are, it will also allow you to:

  1. Improve user experience
  2. Improve your search engine optimization (SEO)
  3. Gain a competitive advantage

Smartphones provide us with the luxury of having all the technology we want at our fingertips. Today most people rely on their mobiles to complete tasks previously done on computers. For this reason, businesses need to ensure their website is mobile friendly: 

mobile optimized websites

1.     Improve User Experience

Mobile optimization is critical to ensure that smartphone users visiting your website enjoy a great experience. 

More often than not, the desktop version of business websites ends up glitching or timing out on mobile browsers. A messy or broken website may cause frustration, ultimately leading your visitors to leave your page  and look for products somewhere else. 

It means that while state-of-the-art technology is essential, convenience is more important. The more convenience your website offers, the more people will utilize your services and products.    

Apart from boasting a clutter-free and aesthetic look, designing a mobile-friendly website entails expediting your site’s speed. The pages and links on a website designed for a particular device often load more effectively. 

By optimizing the website for smartphones, business owners allow prospective consumers to access necessary information faster and easier. While slower websites frustrate users, the former helps bring down your bounce rate by keeping visitors on your website. 

mobile friendly websites are good for user experience

2.     Improve Search Engine Optimization (SEO)

One great advantage of having a mobile optimized website is that it benefits Search Engine Optimization

Every time search engines like Google analyze your website, they review how well it performs on various devices and screen sizes and analyze its user experience. For this reason, search engines will check your reach on your desktop and mobile website. In this way, websites that lack traction on their desktop page but observe fantastic traffic on their website can rank higher on the search result page. 

However, experts and search engine companies alike recommend businesses to craft mobile and desktop-friendly websites to ensure you attract organic traffic and offer a better user experience.

mobile friendly websites improves experience

3.     Competitive Advantage 

There are a plethora of different reasons potential customers leave your website. The primary cause of low customer retention rate is slow, messy, or broken website links and pages. In fact, in-depth research shows that 43% of consumers are unlikely to return to a website with a slow-loading time on mobile sites.

On the other hand, a mobile optimized website will shine through the competition and captivate more customers. If your website boasts a user-friendly interface and has a faster response time, the chances are, the number of clicks on your website will increase. Ultimately, it helps you climb higher on the search result page and beat your competition.

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Why Should You Create a Mobile Optimized Website? 

When it comes to website designs, web designers and developers need to pick one of these three configurations: mobile-optimized, mobile-friendly, and responsive. Out of these three designs, mobile optimized websites feature the most contemporary design. They automatically adapt to various devices and don’t require a new set of web coding. 

Moreover, a mobile optimized website will allow you to reach more customers at a faster rate.

Another great advantage is that it increases customer satisfaction, which improves your brand reputation. Ultimately, your business will enjoy a better customer retention rate and an increase in revenue. In fact, 61% percent of consumers say they are more likely to purchase from mobile-friendly websites!

easy to maintain web management

How to Make Your Website Mobile Optimized 

Despite being an integral part of your overall marketing strategy, a good majority of marketers don’t consider mobile optimization when curating their digital marketing strategy. In fact, according to research, only 35% of businesses boast a mobile optimized website.

Here we take a closer look at the top 6 ways you can optimize your website for mobile that also helps in building credibility: 

1.     Designing with Mobile in Your Mind

For most of the part, experts build the web-based on serving desktop consumers. However, according to research, there are currently 3 billion people who own smartphones and 1.3 billion people with computers. 

It means that the use of smartphones is becoming increasingly prevalent. For this reason, business owners need to adopt a mobile-first design. Here are a few factors you should remember when designing your website:

  • Mobile screens boast limited display and content vertically, which affects their legibility. It means that designers need to utilize prioritization when designing. You may question which elements captivate consumers the most and the ideal positioning for the CTA button.  
  • Make sure consumers remain on your website by creating catchy and valuable content. Often mobile screens experience popups that may distract a customer if your website design is unattractive or hard-to-read.  
  • Spend some time enhancing the navigation features of your website to ensure you don’t frustrate consumers. Try out scroll-to-top widgets, as well as seamless sticky headers to ensure easy navigation.
web design considers mobile interface first

2.     Picking a Responsive Web Design

The perfect way to kick start the mobile optimization website process is to select a responsive design. 

Typically, responsive websites utilize CSS3 media queries. In this way, they use a fluid grid alongside a versatile design to serve the same content across multiple devices.   

Utilizing a responsive web design before optimizing it for mobile helps enhance its navigation features and look. WordPress websites can significantly benefit from this by sifting through a comprehensive gallery of eye-catching themes. Choose one that truly translates your brand message and identity for a deeper customer connection.

3.     Choosing a Reliable Web Host

One of the most crucial decisions for optimum web performance is to choose the right host. In case you choose a host that doesn’t offer adequate amounts of speed and resources, your website will perform poorly. 

The selected web hosting services can determine the overall performance of your website. Moreover, when we discuss mobile-first optimization, speed is the most important factor to consider.

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4.     Improving Site’s Loading Time 

Your website’s speed and loading time are what largely determine whether a customer will stay on your website or not. Especially when we’re talking about your website’s mobile experience, you need to optimize your website for speed to ensure a higher search engine ranking.

Keep your site’s loading times to a minimum to help lower bounce rate while improving your user’s experience. You may achieve this by:

  • Implement in-depth caching
  • Balance loading times by utilizing Content Delivery Network (CDN)
  • Large images will take longer to load. Therefore it’s always a good idea to compress images
  • Make your website all the more efficient by optimizing the different codes on it.  
avoid non-mobile features

Identifying Non-Mobile Friendly Features

There’s a slight chance that some aspects of your desktop website won’t look appealing on mobile devices. For instance, sidebars typically don’t convert well across mobile devices. 

Usually, sidebars appear on the right or left of the page. Moreover, some move down as you scroll while others remain static. Unfortunately, on mobile devices, sidebars may make it impossible for you to read the text.

Make a streamlined and clutter-free version of your products/services to ensure consumers can easily digest information. 

Test Pop-Up Usage

Popups are often a fantastic addition to your website as long as they don’t impact the site’s flow. Popups can be frustrating to deal with on mobile phones, especially since many users don’t know how to make them go away. 

Instead of completely eradicating popups, check whether they work for your website by testing them out for a while. If they impact bounce rates and other KPIs, you should consider disposing of them. 

website features

How to Test Your Mobile Optimized Website 

Make sure your website is appropriately mobile-optimized by testing and analyzing it regularly. Here are the top five easiest ways you can achieve that:

Utilizing iOS and Android Emulator 

Software emulators remain the simplest way to test the mobile view of your website. Emulators offer users the benefit of running the exact software and applications of the original device. Plus, they show the differences between similar systems.

Typically iOS and Android emulators are used to test native apps. However, users may utilize it to test mobile versions of their site. In this way, you can receive an accurate evaluation of how well your website performs on in-built browsers.

optimized website

Validating the HTML and CSS Code

To receive an in-depth analysis of your web app’s functionality across multiple platforms, you should consider validating your website’s CSS and HTML code. For that, you can use open-source tools to test your website’s compatibility across different mobile devices. In this way, mobile devices provide you with an array of test scenarios that reveal how user-friendly your website is.  

Using Browser Tools

Responsive testing of your website app is perfect for performing an insightful sanity check on your website. To conduct a responsive test, you may surf the web to find excellent browser tools like Responsinator.

These tools allow users to resize your website to different sizes to analyze how aesthetically pleasing it looks on other devices.

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Testing on Real Devices

The perfect way to test your website’s mobile optimization is by testing it on real devices. The reason is, more often than not, you can’t analyze web apps through developer tools or emulators.   

For instance, the user experience on a website entails several critical components, including network conditions, pixel densities, real page loading time, and so much more. You can quickly and efficiently test these on real devices. 

However, testing your web app manually on mobile devices requires investment, time, and resources. Instead of wasting any of those, you may opt for a mobile device test consisting of leading mobile web browsers like Chrome, Mozilla, and so on.

Test your mobile website experience

Conclusion

All in all, mobile marketing is a significant part of all digital marketing strategies. Therefore, when implementing different techniques, marketers must keep the mobile-friendly aspect at the forefront of their minds.

Follow the above tips and techniques to optimize your website for mobile users adequately. If you’re uncertain about doing it on your own, you can always connect with a professional. At MediaBoom, our experienced marketers help you and your business grow by increasing online traffic and conversion rates.  

Venture onto our website and choose between wide varieties of marketing plans to find the one that best meets your business needs.

Prospecting Ideas for Financial Advisors – Must-Try Strategies

Financial advisors offer a vast array of knowledge to the clients they serve, but that doesn’t mean individuals are flocking to them. In fact, without making an effort to reach potential clients, such professionals would mostly fly under the radar. That’s why prospecting is such a critical aspect of running an advisory business.

Here are the best prospecting ideas for financial advisors to attract more leads and land more clients at your firm:

  • Establishing your brand and messaging
  • Niche digital marketing
  • Email marketing
  • Lead capturing on your website
  • Hosting webinars and events
  • Paid advertising
marketing for financial advisors

Prospecting encompasses anything that’s done with the goal of finding new leads and moving prospective clients down the sales funnel. The ideal result of all prospecting strategies is the same: to convert leads into paying customers or clients.

In the case of financial advisors, this means getting individuals interested in their services to opt in and begin paying for advice.

Financial advisors looking to leverage prospecting strategies want to convince clients they can genuinely be of use. The point is to clearly demonstrate who you are and what value you can offer those who decide to do business with you.

So, what are some prospecting ideas for financial advisors? Here are a few ways to make prospecting work for your firm.

Establish Your Brand and Messaging

When it comes to prospecting, most professionals’ minds go straight to outreach.

Before you begin trying to communicate with prospective clients, however, you need to make sure your branding is clear. Financial advisors whose messaging doesn’t indicate what they offer and why a client should trust them are less likely to draw business. Likewise, if your branding is a carbon copy of every other advisors’, how will anyone know to choose you?

That’s why it’s crucial that you establish what sort of messaging you want your brand to have, what values you’d like to be known for, and what sets you apart from other advisors. If there’s an area of finances you specialize in, you want that to be loud and clear across all your company’s channels. Additionally, you should highlight things like your mission statement and previous success stories.

advisor lead generation

The key is making people remember who you are, even if they aren’t necessarily in need of your services right now.

Some things to consider about branding before delving into more advanced prospecting ideas include:

  • Your slogan: When you hear the words “Just Do It,” where does your mind automatically go? To Nike, of course. That’s what having an effective slogan should do: make your brand instantly recognizable.
  • Your logo:  If your firm has a logo or image associated with it, you should plaster it across your in-person and online platforms. Like your slogan, prospective clients and people in your industry should automatically connect your logo with your company.
  • Your elevator pitch: When an interested party begins asking questions about your company, how do you plan to sell them on your services?
  • Your mission statement: Your slogan may consist of words that instantly come to mind at the mention of your brand, but your mission statement translates your company’s values. Why do you offer financial services in the first place? What is your goal? It’s shown that aligning your values with prospective clients’ is an effective way to build trust.

Once you’ve decided on the messaging and imagery that you want to define your brand, add that to your website, social-media profiles, company policy — wherever people might come across your business. Then make sure you stick to your brand values and messaging in everything you do. Studies show that brand consistency can increase revenue by up to 33 percent.

If you keep switching up your messaging, however, you’ll confuse prospective clients and potentially chase them away.

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Niche Digital Marketing

The days of running a business without digital marketing are long gone. Consumers expect your business to have an online presence, and they expect you to be active there. When it comes to brainstorming prospecting ideas for financial advisors, navigating the world of digital marketing could be tricky and time-consuming. However, it’s necessary to reach your audience.

Here are a few digital marketing strategies that can benefit and boost your firm’s reach.

  1. Content Marketing: Content marketing is a great way for financial advisors to show prospective clients their value. By offering free content, you underscore your knowledge and experience and you show your audience that you care about their needs. That’s why 91 percent of B2B brands use content marketing in their outreach strategies.

Content marketing includes producing blog posts, educational articles, e-books, and infographics that provide free knowledge about what you do. For financial advisors, this could look like blog posts and articles covering recent news in the industry, infographics and blog posts tackling savings strategies, or e-books covering building a budget or tax planning. The key is giving your audience a more in-depth understanding of what you do for them.

As you implement these types of content marketing, you’ll increase your internet presence and emphasize your expertise in the field. Those on the fence about receiving financial advice from you are likely to be put at ease when they realize you know your stuff.

  1. Video Marketing: Video marketing has experienced a boom over the past couple of years, with businesses leveraging it as a marketing tool jumping by 63 percent over the last year alone. That’s a surefire sign your firm should be taking advantage of this trend. And let’s be honest: Not everyone you’re attempting to reach will have time to read lengthy blogs or e-books. Implementing video-based prospecting ideas for financial advisors can offer potential clients a face to connect with, as well as useful information to take in on the go.

Video marketing can be long-form or short-form. Longer videos will take an in-depth approach to the topics you cover, while shorter ones should be entertaining and to the point. The former is more suited for your own website or YouTube, while the latter can be shared on platforms like Instagram or TikTok. (That’s right, TikTok isn’t just for teens.)

financial services prospecting

When planning what video content your advisory firm should tackle, ask the question of what your clients are looking for advice on. In shorter videos, you can cover quick comparisons of Roth IRAs and 401Ks, top financial hacks and tips, and brief steps to preparing taxes or planning a budget.

Given a longer amount of time to film, you can delve more deeply into these topics, offering statistics and more detailed solutions to common problems.

  1. Social Media: Your company probably already has a few social-media profiles, but are you keeping up with them? Staying active on social platforms is a great means of connecting with new clients and maintaining relationships with existing ones. It also gives you a place to share that digital and video content you’ll be working on.

With so many popular platforms to choose from, however, it can be difficult to know where to start when it comes to social-media marketing. This is why doing some digging and discovering where your target audience spends the most time can be beneficial to you.

For example, if your audience tends to be on Facebook and Twitter, you’ll want to put more effort into maintaining those profiles.

Once you’ve established which profiles you want to focus on, you should come up with a game plan for social marketing. This should include a variety of posts, including sharing links to your blog or website, publishing eye-catching infographics, posting video interviews, and engaging directly with your audience through questions and survey-type posts.

So, now that you have a thorough understanding of what content-related prospecting ideas are available, let’s dive into other strategies.

Leverage Existing Clients with Email Marketing

Discussions on prospecting tend to focus on converting leads and attracting new clients, but maintaining existing business is equally as important.

One way to stay on your existing clients’ radar is through email marketing. Given that 99 percent of email users check their inboxes at least once per day — and 61 percent of consumers prefer hearing from brands via email — you can rest assured knowing your email marketing efforts won’t go unnoticed.

Email marketing can drive traffic to your website and spotlight your content. Your firm can leverage newsletters rounding up what you’ve published each week or month, as well as share any research you’ve done or infographics you’ve made.

financial advisor lead gen

Of course, your email marketing strategy shouldn’t only include content that discusses financial topics and promotes your website. There’s value in automating your email marketing and reaching out to your email list regarding business updates and more personal events, like holidays. It shows you care about your audience and reminds them you’re there whenever they require your services.

Prospecting ideas for financial advisors don’t always need to involve advanced digital marketing; sometimes, it really is all about customer service.

Lead Capturing on Your Website

Having a well-designed website and driving traffic to it is only half the battle. Once your leads have reached your firm’s homepage, you’ll need to draw them in and seal the deal. That means having features geared toward lead capturing on your website. Some of the important ones include:

1. Live Chat: If a prospective client has found your website, they’re likely already interested in or considering using your services. However, they may have reservations or questions before opting into them. This is where having a live-chat feature comes in handy.

By implementing live-chat software, your company can respond to any concerns in real time and give prospective clients the final push they’ll need to do business with you.

prospecting for financial services

2. Exit Intent: Exit-intent technology is another means of keeping users on your site. Such features track mouse movements and predict when a visitor is about to exit the page. When this happens, a pop-up or widget will appear in the hopes of keeping them on the page longer.

The important thing when it comes to utilizing exit-intent features is pinpointing why clients may reconsider and leave your site — and then addressing that in an eye-catching way. If your pop-ups are dull or don’t reassure the client that remaining on the site is in their best interest, they’re likely to leave anyway.

3. Downloadable Content: As evidenced with the popularity of content marketing, people enjoy receiving free value. That’s why having downloadable content on your website is an effective inbound marketing strategy. Not only will it draw visitors to your page to find the content, but it may help turn leads into clients.

Some downloadable content your firm can feature includes:

  • Case studies and whitepapers
  • Checklists
  • Infographics
  • How-to guides
  • E-books

Even if your downloadable content doesn’t generate sales immediately, what people are downloading will also reveal important information about where they are in the decision-making process when they visit your website. You can leverage that knowledge to improve your marketing and gear it toward pushing them further down the sales funnel.

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Host Webinars, Live and Virtual Events

Some more prospecting ideas for financial advisors involve taking advantage of opportunities to connect with your audience of prospective and existing clientele.

Hosting webinars and events provides financial advisors with the opportunity to highlight their expertise and connect with prospective clients in one go. From tax preparation to advice on saving and investing, if there’s an area your clients tend to have questions about, hosting a webinar or virtual event can be a great way to address common queries.

If the topics are evergreen, webinars and virtual training can also be repurposed for content-marketing purposes.

Paid Ads

Of course, one of the most popular ways to generate more leads for your business is through paid advertising. Most marketing experts recommend doing the work listed above before jumping straight into the world of paid advertising. Still, purchasing ads on platforms like Google and Facebook can help get your brand’s message out there.

Here are some of the most effective types of paid advertising you can add to your firm’s list of prospecting ideas for financial advisors:

1. Google Ads: Google Ads are the first results someone will see when they conduct a Google search using certain keywords. So, if someone looks for “financial advisor” and you’re running a Google Ad, your firm will be one of the first ones to show up.

Google Ads require you to put some effort into audience targeting and keyword research, but research shows that using Google Ads can result in a 200 percent return on investment.

financial prospecting

2. Facebook Ads: Facebook has more than 2.5 billion users in 2021, so using the platform to advertise your business means you’re likely to reach a lot of potential clients. And the great thing about using Facebook for advertising is that the platform allows you to narrow your audience based on specific information. For example, if your advisory firm only services clients from a certain area, you can narrow your audience to users from that location.

3. YouTube Ads: YouTube has been the king of video content for years, and running video ads on the platform can yield positive results if done properly. Similar to advertising on Facebook, financial advisors will want to target their audience when promoting their firm on YouTube. YouTube enables you to narrow your reach by targeting those who have interests in line with the service you’re offering, as well as to those actively researching the subject.

Whichever platform you choose to advertise on, it’s important to return to step one and make sure your branding and messaging is clear. If you want your advertising to be effective, you’ll need to leverage written or video content to showcase the value you offer.

Moving From Ideation to Action

Now that you’ve read through all the prospecting ideas for financial advisors to utilize at their firms, it’s time to move from ideation to action.

After ensuring your branding is up to par, meet with your team to pinpoint which strategies would be most effective for your specific company. From there, clarify who will be responsible for certain areas and outline a plan to succeed. You’ll want to regroup regularly to ensure your prospecting strategies are showing results. With enough research and effort, however, your firm should have no problem uncovering new prospects using the tips covered above.

Marketing Plan For Construction Company – 10 Proven Strategies

Construction companies offer a lot of value to their clients. But, how can construction companies demonstrate their value to generate and retain more leads?

What Are the 10 Steps to a Successful Marketing Plan For Construction Company?

Here are 10 things to do when making a marketing plan for a construction company:

  1. Set Your Objectives
  2. Identify Your Target Audience
  3. Plan Your Budget
  4. Check Out Your Competitors
  5. Optimize Your Website (SEO)
  6. Plan Your Organic Marketing Strategy
  7. Invest In Paid Advertising
  8. Engage Clients with Social Media Marketing
  9. Connect via Email Marketing
  10. Track Your Success (Key Performance Indicators)

The best way for construction companies to show their value and obtain new leads is to have a marketing plan. A marketing plan will outline how you’re positioning your company in the market and what channels you’re capitalizing on.

1. Set Your Objectives

One of the first things to do when making a marketing plan for a construction company is to set your objectives.

Not having objectives for your marketing plan is like taking a road trip with no destination in mind. Sure, you may stumble upon some interesting places along the way — but do you really want to rely on chance?

Think about what you want to accomplish with your marketing plan. Do you want to:

  • Increase brand awareness?
  • Get more leads?
  • Boost sales revenue?
  • Increase website traffic?
  • Get more social media followers?

Set realistic objectives for your marketing plan and come up with a strategy for meeting those objectives. Analyze the market, identify trends, and see where you can capitalize.

The more research and data you collect, the more comprehensive your marketing plan will be.

2. Identify Your Target Audience

Your marketing team should always keep your target audience in mind when executing your construction company’s marketing plan. To figure out who is in your target audience, ask yourself the following questions:

  • What kind of projects is your company looking to take on? Private, government, residential, commercial, etc.
  • Are you doing B2B marketing, B2C marketing, or a mix of both?
  • What kind of budget do those in your target audience have?
construction marketing strategy

Identifying these key elements will help you determine what key marketing messages to form in your campaigns.

This is crucial, since you may find that you have multiple buyer personas in your target audience. If you want to convert these theoretical buyers into actual buyers, you need to elaborate on how your services solve their specific pain points.

3. Plan Your Budget

Once you have the fundamental aspects taken care of, the next step in making a marketing plan for a construction company is planning your budget. The U.S. Small Business Administration says that, generally, small businesses with revenues less than $5 million should allocate between seven and eight percent of their revenues to marketing.

That means if your company makes $1 million in revenue, you should expect to allocate between $70,000 and $80,000 to your marketing budget.

Keep in mind that your total marketing budget needs to cover aspects like:

  • Paid advertising
  • Marketing tools
  • Paying marketing personnel
  • Building and maintaining a website

It’s incredibly important to stay on budget with your marketing efforts. If you go over budget, you have to dip into the company’s revenue to make up for it, and that doesn’t look good to investors or company leadership.

It’s also important that your marketing efforts provide a solid return on investment (ROI), so focus on marketing efforts that positively impact the bottom line. If your efforts don’t provide the right ROI, you risk your budget getting slashed.

4. Check Out Your Competitors

If you aren’t paying attention to your competition, you risk losing business to them.

Plain and simple.

Part of the marketing plan for your construction company should include keeping tabs on your competition’s marketing initiatives and observing what messages they’re putting out into the world.

Competition analysis can make a huge difference in your marketing initiatives.

You can launch these efforts by identifying who your top competitor is and evaluate their website, paid advertisements, and content. From there, you can get a sense of how they’re positioning themselves and the types of marketing messages they’re generating.

From there, you can plan your marketing countermoves. For instance, if you find out they’re targeting certain keywords in their paid advertising strategy, you could target those keywords in your own paid advertising strategy.

Keeping up with your competition’s marketing initiatives lets your target audience know that there are other companies to consider for services.

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5. Optimize Your Website

When coming up with a marketing plan for construction company, one of the best ways to generate valuable traffic that could turn into valuable leads is to properly optimize your website.

People need to be able to easily find your website in our digital age. Statistics show that 88% of consumers research online before making a purchase either online or in-store. If they can’t find your website, they’ll seek services elsewhere.

Make sure your team is focusing on your website’s search engine optimization (SEO) efforts. You can do this by:

  • Identifying what keywords you want your construction company to rank for
  • Using alt tags
  • Publishing relevant content on a consistent basis
  • Making sure there are no 404 errors or broken links on your site
  • Optimize your meta descriptions

You can also boost your SEO by focusing on your local SEO strategy. Local SEO refers to the practice of boosting search visibility for businesses that have physical locations. So, if someone were to search “construction companies near me”, you’d want to rank in that query by utilizing local SEO.

constuction website

There are multiple ways to boost your local SEO, including:

  • Setting up and maintaining a Google My Business listing
  • Getting clients to leave reviews of your construction services online
  • Creating content that’s unique to your area

If you properly optimize your website and continuously post relevant content, Google will reward you with visibility. The more visibility your website has, the more people will be able to find your services faster.

6. Plan Your Organic Marketing Plan For Construction Company

Organic marketing is an incredibly valuable marketing strategy that, when done right, can drive brand awareness and growth for your construction business. Organic marketing is just as it sounds: it’s the process of generating traffic to your website naturally, meaning you don’t have to pay for these efforts.

Organic marketing includes:

  • Writing blogs
  • Creating engaging social media accounts
  • Publishing case studies
  • Allowing guest posts on your website
  • Utilizing hashtags on social media to broaden your reach

Organic marketing is crucial for building long-term brand awareness and growth for your construction company. For instance, consistently posting on your construction blog will tell Google that you’re an authority in your space and that you post relevant content, and therefore your visibility may increase.

While organic marketing is important, it can take time to build up. This is definitely a long-term strategy that may take months (or even years) to achieve key marketing goals. That’s why it should be used as a complementary strategy, not a sole strategy.

7. Invest In Paid Advertising

Paid advertising, on the other hand, can quickly provide the results you’re looking for in your marketing campaigns. Paid advertising is exactly how it sounds: it’s a strategy that requires you to pay in order to get your company’s name in front of people.

Traditional advertising (TV ads, radio ads, and newspaper ads) is considered paid advertising, but many companies are putting a priority on paid digital advertising. That’s because statistics show that traffic brought through pay-per-click (PPC) advertising yields 50% more conversions than organic advertising. Generally, paid advertising is found to yield higher conversions and a greater return on investment than organic marketing.

marketing for construction firm

When planning paid advertising as part of a marketing plan for a construction company, consider investing in the following:

  • Facebook ads
  • Google ads
  • Display ads
  • Instagram ads
  • YouTube ads

Do your research before you invest in these ads, though. Targeting the wrong keywords & audiences can cause you to burn through your paid advertising budget and waste money. Research what platforms your target audience is on and come up with targeted campaigns that speak to their needs. When done right, paid advertising can get you quick and high-yielding results.

8. Engage Clients with Social Media Marketing

If your construction business isn’t marketing on social media, you’re missing out on a chance to build brand loyalty and reach new clients. Statistics show that web users are now spending, on average, 142 minutes each day on social networking and messaging platforms. If you want to reach the masses and build your company’s brand, you must focus on your social media marketing strategy.

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An important thing to remember with social media marketing is that it’s not a one-size-fits-all strategy. It will depend on who your target audience is, what platform they use, what kind of content you’re posting, and when you’re posting that content.

For instance, if you’re trying to target CEOs of large companies to try and land construction projects, you may want to double down on your LinkedIn strategy since your target audience may be most engaged on that platform. Or, if you’re targeted small business owners, you could post more content on Facebook. Do your research on which platforms your target audience engages with most and go from there.

Also, don’t be afraid to incorporate video marketing into your social media strategy. Video remains a top medium for content consumption, and when optimized for your social channels, video marketing can lead to incredible conversions. Don’t be afraid to test the waters and get in front of the camera.

9. Connect via Email Marketing

As you come up with a marketing plan for a construction company, you should make it a priority to use all your owned channels. These are channels that your construction company has complete control over. Email is one of those owned channels, and it has the power to bring in a lot of business.

marketing construction

Email marketing is known for having a good return on investment, but the key to getting that return is to be strategic with your email marketing initiatives. One way to do this is to segment your email list. Here are some examples of segments you can use:

  • New leads who haven’t worked with your company
  • Previous clients who may have other projects coming up
  • Seasonal clients
  • The role each of your contacts has in their company
  • Engaged leads vs. non-engaged leads

Segments allow you to create target messages that resonate with each lead’s specific needs. You can monitor your email efforts by looking at data such as open rates, click rates, and conversions. If they aren’t meeting your email marketing goals, then you know to adjust your strategy. 

10. Track Your Success

It takes time to make a marketing plan for a construction company. You want to make sure that plan works, right? One way to do that is to set key performance indicators (also known as KPIs) for your marketing initiatives.

construction company marketing

KPIs measure the success of your efforts by outlining key measurements. Examples of KPIs for marketing plans include:

  • Number of conversions
  • Cost per channel
  • Weekly/monthly leads generated
  • Weekly web traffic per channel
  • Average time of conversion

Your company should set marketing goals and come up with KPIs that can help them measure their efforts. Make sure the KPIs promote growth, but are still within the realm of possibility. The last thing you want is to have a goal that isn’t reasonable and, as a result, leaves your marketing team feeling defeated when they don’t meet it.

Final Thoughts

Construction companies have to get creative and strategic with their marketing efforts if they want to stand out from the competition.

These efforts should aim to do three key things: build their brand, attract new leads, and show the world how they provide value. If your marketing efforts do all this, you’ll see the results in your revenue.

Insurance Social Media Marketing – Strategies for Getting Started

Your insurance firm wants to build a social media presence to stand out, but you’re not sure where to begin.

How can insurance agencies take advantage of social media marketing?

Through insurance social media marketing, you can grow your audience with engaging content, build relationships, strengthen trust with testimonials, and use referrals and social ads to increase your leads.

This guide will be your introduction to social media marketing for insurance firms. You’ll learn the types of content to post, which social platforms to use, how to utilize paid social advertising, and even how often to post.

social media for insurance

Content Is King: What Insurance Companies Should Post on Social Media

Your insurance company’s Twitter feed or LinkedIn page is blank. It’s time to start posting, but does that mean anything and everything needs to go on your timeline?

No. It’s not better to have anything on your social feeds than nothing at all. To determine what you’ll post, you need to know your audience. If you haven’t already scored and segmented your audience by their geographics, psychographics, or pain points, that’s the first order of business.

An audience audit can also help, as you can then identify your insurance audience’s value, makeup, and demographics.

Once you have this information, it’s time to sit down with other advisors, brokers, or agents in your insurance company to decide what kind of social media content will drive the most value to your audience segments.

Content is a major part of your insurance social media marketing plan, so getting it right is paramount. As you think about what kind of content might gel with your audience, ask yourself why a lead or client is on your social media page.

  • Do they want to learn more about you?
  • Discover the services you offer? 

Based on those answers and the information from your audience audit, you can craft a marketing campaign full of content that informs, educates, and even entertains your audience.

This content may include:

  • Relevant posts on your blog
  • Whitepapers or webinar transcripts your team produced
  • Articles written by other experts on insurance trends or news
  • Company videos
  • Infographics or graphs

According to Neil Patel, based on data from a Skyworld survey, the average Internet user spends 20 percent of their time online digesting content. That may not seem like much time, but it’s an open enough window that you can get in if you know how.

Patel also mentions that when someone is interested in a brand, they’ll read about that brand more often. Respondents did that at a rate of 68 percent. Custom content can also be an educational tool, as 80 percent of respondents mentioned they liked using custom content to learn more about a company.

Insurance Social Media Marketing for Brand Awareness and Relationship Building

insurance social media marketing

Increasing Brand Awareness Through Social Media

Let’s talk about your marketing goals.

One reason you’re focusing on social media is so your insurance agency stands out from the competition, right? Brand awareness can help you achieve that goal.

Website and video maker RenderForest has some 2021 stats that underscore the importance of branding. According to them, 59 percent of shoppers would rather purchase from brands they know and love than those they don’t. Some customers, 1/3rd of them, already know which brands they want to buy from before they even go shopping.

More companies of all industries are prioritizing brand awareness as a result. RenderForest says 75 percent of businesses have begun focusing more on branding.

Insurance social media marketing can build your brand with every post you make. Here are some branding pointers to get you started:

  • Use one profile picture across your social media profiles, ideally of your logo, as consistency is crucial to branding.
  • If you have a color scheme or design palette you like to use, include it throughout your social media posts. This is especially important on visual platforms like Instagram.
  • Be willing to use different marketing personas per platform based on the demographics of your users. For example, your audience on TikTok might skew younger than those who use Twitter.
  • Determine what your brand voice will be, including its tone. Are you friendly or strictly business? Neutral but informative? Whatever your brand voice, it should already be expressed in the content you post. Keep the brand voice consistent in all your social posts, even if multiple people manage your social accounts.
  • Consider different accounts for various areas within your insurance agency. For instance, you might have one account for car insurance and another for home insurance.

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Building and Strengthening Client Relationships

Your lead gen methods churn out qualified leads. You may even use automation to get those leads through the funnel. Along the way, you need to engage with and nurture your leads.

It’s not just your leads who enjoy a little one-on-one time with your company reps, but your customers as well. Social media is a great avenue for maintaining those professional relationships your brokers worked so hard to build.

How do you develop professional relationships across social media? Here are some suggestions:

  • Host a contest or giveaway or do a freebie offer.
  • Ask for reviews or testimonials, then share positive user experiences on your social accounts.
  • When posting content or publishing your own, ask for your audience to share their thoughts in the comments. 
  • Respond to as many comments as you can, including the negative ones, as you want to try to ameliorate the issues those customers have.
  • Encourage customers to send your insurance company a direct message and reply to the messages you receive.

The Power of Referrals

The best leads are the ones that drop into your lap from your customers, also known as referrals.

By harnessing the power of referrals through your social media marketing efforts, you just may notice that more qualified leads enter your funnel than ever before.

Which Social Platforms Should an Insurance Company Use?

marketing for insurance

In an article from Influencer Marketing Hub, they listed more than 100 social media platforms that are currently available. Any of these could become the next big thing. Look at platforms like TikTok, which had a meteoric rise seemingly out of nowhere.

Just as quickly as some social platforms grow in popularity though, they can disappear. That’s why no one really talks about Kik anymore. Keeping that in mind, which social media platforms should your insurance agency choose?

Here are the top platforms for insurance social media marketing.

Twitter

A social mainstay since 2006, you don’t have to worry about Twitter falling victim to shifting social media trends. FinancesOnline says that Twitter has 69.3 million users per early 2021 data. That’s a huge audience!

Twitter is less visual than other social media platforms, but that doesn’t mean you can’t post videos and images. Concentrating your messages to 280 characters is also a great way to strengthen your email headline writing skills.

YouTube

Video has huge engagement, which makes YouTube a must-use platform for your insurance social media marketing. According to video production service Lemonlight, YouTube is the top social platform for influencing consumer behavior. It’s also a recommended platform for watching videos, with 83 percent of consumers logging on to YouTube for their video fix.

Statista data states that YouTube has 1.86 billion users worldwide in 2021. Yes, we said billion.

That’s a larger audience than even Twitter!

Facebook

Your insurance company also needs an active Facebook account. Per Statista, Facebook’s user base amounts to 225.61 million people in 2021. By 2025, that number should grow to 235.15 million users.

One of the biggest perks of using Facebook for your insurance social media marketing is that you can post all nature of content. Longer-form posts are acceptable here, unlike on Twitter, and videos and photos are the norm on Facebook as well.

Paid Social Ads for Insurance Social Media Marketing

insurance social advertising

The benefit of using those platforms for your insurance social media marketing is that all three offer paid social ads. Here is the link for Facebook for Business, here’s the one for Twitter Ads, and here’s the page for YouTube Ads.

Determining which social platform you’ll advertise on should come down to your demographics. If you have the largest portion of your audience on Facebook, then focusing your insurance company’s ad revenue on Facebook is best.

The variety of paid ads afforded to you depends on the platform you chose. For instance, on YouTube, here are your ad options:

  • Masthead ads on the YouTube homepage that auto-play a 30-second video preview of your ad
  • Outstream ads like in-feed content, interstitials in an app, or web banners; these ads appear on the sites of Google video partners outside of YouTube
  • Six-second bumper ads within a video; they’re short but can’t be skipped
  • Video discovery ads that appear on the mobile YouTube homepage, in video search results, and in related videos
  • 15-second non-skippable ads within a video
  • In-stream ads within a video; the average time for these ads is 30 seconds, but they’re skippable, so it might not even matter

On Facebook, you can advertise in these ways:

  • Facebook Playables, which are adds for apps and games with a download link within the ad
  • Messenger ads, or ads in the Facebook Messenger app
  • Collection ads, which can be videos or photos that showcase up to four products or services your company sells
  • Slideshow ads, which can include your own photos or stock photos
  • Carousel ads with 10 videos or photos max
  • Stories ads that are six to 15 seconds long and only available for 24 hours
  • Video ads, which can be up to 240 minutes long!
  • Photo ads with a text limit of 90 characters

Use your budget as well when deciding which ads to run for your insurance social media marketing campaign. Most social media ad platforms have their own built-in analytics so you can see which ads performed well.

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Best Practices for Insurance Companies Posting on Social Media

To wrap up, let’s share some best practices:

  • Know the ideal times to post content based on the social media channel. Social Media Today, in a 2021 report, suggests these days and times:
    • Facebook: Tuesday, Thursday, Friday, Saturday, or Sunday; post B2B content on Thursdays and Fridays between 1 p.m. and 4 p.m. and B2C content on Saturdays and Sundays between 1 p.m. and 4 p.m.
    • Twitter: Monday, Tuesday, Wednesday, Thursday, and Friday; post between 12 p.m. and 1 p.m. and then again during rush hour around 5 p.m.
  • While it’s good to be aware of the recommended days and times to post on social media, use your audience as your guide. If they react to posts at a different time than what the current data suggests, then post when your audience is most receptive.
  • How often you post is very important. Limit Facebook posts to twice a day, says Social Media Today, and Twitter posts to up to three a day.
  • A/B test your social posts as you would an email or blog post. You can split-test for differences in tone, emojis versus no emojis, and post length.
  • Copying and pasting the same text on every social platform is a no-no. You can post variations on the same message, but change it up. 

Conclusion

social media for insurance

Insurance social media marketing is a must for getting a leg up on the competition and connecting with and growing your audience. For all your marketing needs, Mediaboom is here to help.

Get in touch with our team today to discuss what we can do for your insurance firm.

Facebook Advertising For Financial Advisors – Effective Strategies To Implement

Facebook often gets a bad rep as a source of misinformation; however, don’t discount it just yet. Facebook is also one of the most affordable and effective advertising platforms out there. Not only can you create a free page for your business, you can advertise only to targeted demographics in your area.

If you are a financial advisor who is looking to grow your client list through affordable advertising, then you may want to consider utilizing Facebook.

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What Makes Facebook Advertising For Financial Advisors So Effective?

In the world of advertising, it is very important to have a target market or a niche. Facebook collects demographic information about its users, it can easily target ads towards groups that are most likely to require your services. Facebook also has the highest CTR (click-through rate) on ads posted on the site – even more than Instagram and Audience Network. This means that your ads are much more likely to effectively engage your audience, leading to more leads generated and a greater number of conversions for your business.

financial advisor facebook

Benefits of Facebook Advertising for Financial Advisors

  • Ads aren’t hard to create; you can even do it yourself. Facebook allows you to promote your posts and show them as ads. You also have the option to create different types of ads that can promote your website, your whole page, certain posts, or promote a call-to-action button
  • They are ideal for generating leads on people who may be interested in your services. When you first start advertising, it is about taking small steps. Someone may not schedule a consultation right away, but you can use ads to expose them to your brand.
  • Facebook can build brand awareness to make conversions. This is when a prospective client is aware of your brand, then finally takes the plunge to book an appointment and inquire about your services.
  • Compared to other types of ads, Facebook ads are relatively inexpensive and can be more successful than other forms of advertising that are more expensive. You really don’t need to pay for TV ads, mailing campaigns, or billboards – not when Facebook ads will do that for you digitally with an audience of millions of people per day.
  • Targeted advertising is overall more fruitful than general advertising. Not everyone is going to need your services, so they shouldn’t need to see your ads either. Because ads cost money, targeting your market demographic is the best way to get maximum exposure for your buck.
  • Organic reach on any social media platform has its limits. The only guaranteed way to put content in front of the people who need to see it is with targeted ads.
  • Facebook offers a variety of options for creative, interactive ads. These include images, slideshows, carousels, collections, canvases, videos, gifs, and more. Simple images or blocks of text aren’t engaging, so people will scroll right past it. However, things like brief, fun videos and canvases will draw in a user’s attention and expose them to your brand.
  • Facebook also offers metrics so that you can measure your success and adjust your ad campaign accordingly
advertising for financial services

How To Get Started: Creating a Great Facebook Page

A beautiful, informative, well-made Facebook page does not just appear overnight, but a quality Facebook page is a must for financial advisors. Not only can you showcase your professionalism through your page, it will also be the jumping off point for all your ads.

1) Getting Started

The first step is to create a business-oriented Facebook page with 2-3 initial posts, a banner image, a professional profile photo, and all the information filled out. The key is that this page should have cohesive branding, while you remain personable and approachable.

If you need help with branding, Mediaboom can help!

This means that you will also need to keep a close eye on what you post on your business page. As a financial advisor, it will be beneficial for you to show your personality and have some photos of yourself on your page. Being personable can help draw in clients; however, you will need to find a balance between being approachable and being unprofessional.

2) Setting Goals

paid ads for financial

The first step of every advertising campaign is to set goals. However, these goals have to be realistic and doable. How fast you want to grow your Facebook presence and your client base will inform how many ads and posts you do. If you want to grow faster, then it will also cost more money in advertising.

In general, it is best to start small with one platform.

If you are running your own Facebook ads, then it is best to master Facebook before you try to advertise on other social media sites. You should also start with 1 or 2 ads to test out what works with your target audience. The truth is that it is hard to know what will land with people. Sometimes people will click on anything with the word “free” in it, other times a smiling face is the best way to generate clicks. Once you know what works, then you can start putting out more ads.

However, if all this Facebook advertising for financial advisors sounds like a lot of work, that can be where MediaBoom comes in. We can handle all your Facebook advertising while you focus on what you do best: helping clients manage their money.

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3) Build the Right Audience

Your target audience will depend on what you specialize in.

For example, if your niche is retirement, then it really doesn’t help you to advertise to college students. Once you decide on your target demographic, Facebook can put ads in front of people who match that demographic. This can mean targeting certain neighborhoods, age groups, genders, races, or professions.

Facebook can also target people who have liked certain pages recently, say a page about real estate investing.

Even when you are not advertising explicitly, building an audience can be done in other ways.

For example, inviting people to like your page. You can also join groups, including groups for business owners, groups with other financial advisors, or groups for your area. Joining groups and being a part of the online community can help generate free and genuine attention, as well as traffic to your page. Once you have a following of people who are interested in your services, you can easily put out content to encourage them to book a consultation with you.

Overall, the more followers in your audience, the better. But it is best if these followers are in your target demographic and in a position to utilize your services.

facebook paid ads

How Content Creation Can Help Financial Advisors

Facebook advertising for financial advisors is not just about creating and paying for ads.

There are other ways to utilize the platform and reach your audience for free, including by creating content. If you are active on social media, you probably know what good content looks like. Think about what you stop and read when you are scrolling through your personal Facebook feed.

Here are some tips for creating quality content:

  • Provide useful information – As a financial advisor, you probably have lots of tips and tricks that lay people don’t know. Share some of that wisdom! Post fun facts, tips, and explainers about your area of expertise.

If information is useful to someone, they will usually take the time to read it and share it with their friends. Shares are essentially free advertising. The key is that the information has to be useful to make an impression and be shared.

  • Make sure your content is entertaining – This can be hard as a financial advisor because many people’s brains will turn off when they try to think about finance. This is where you can utilize videos, images, gifs, and even memes. Of course, it is important to be professional at the same time, but changing the format of your content is a great way to spice it up for your audience.
  • High-quality content is the key – Whether it is posting high-quality headshots along with brief bullet points of your general advice for the public or writing well-worded posts. If it isn’t high-quality, then it is a guarantee that no one will finish reading it or engage fully.
  • Invite questions and participation – Facebook is, first and foremost, a social network. Even when you are trying to advertise, interaction can help. The best way to do this is in the comments section. Feel free to invite people to ask questions on your posts, then answer them in the comments. This is also where you can invite people to schedule a consultation with you if they have further questions.

It also helps show off your expertise and gives potential clients a sense of how you can help them. The added bonus of comments is that more comments mean that the Facebook algorithm will make your post more widely seen.

financial advisors paid ads

How Financial Advisors Can Utilize Facebook Ads

Ads are one of the best tools for Facebook advertising for financial advisors. You can create quality content and build a following all day long, but ads are the icing on the cake when it comes to brand exposure and getting conversions.

There are two things to keep in mind when you do Facebook ads; these can make or break your advertising campaign.

The first is ad frequency.

This is the average number of times that users see your ad, and it is important that you know how many views it takes for users to notice and ad and take action. Many people think that the more times someone sees the ad, the better. However, this isn’t the case. For example, have you ever seen the same ad over and over again to the point where you get annoyed by it? Exactly. You don’t want your ad to be the one that evokes that reaction in people.

In traditional advertising, the ideal ad frequency was 3 times; however, in Facebook advertising this number is 1 to 2. The reason is that Facebook ads are interactive, so they can make a greater impression with fewer views. It is also an option for users to hide ads and give feedback on them; if a user sees your ad too many times, they may hide it.

When this happens or when someone gives you ad negative feedback, your relevance score will plummet.

When you are using Facebook advertising for financial advisors, you may be competing for the same demographics as other professionals in your area. This competition is why your relevance score is important. The higher that score, the more likely your ad is to be shown over other similar ads to your demographic. Not only will this undercut your competition, it will give you a broader audience.

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The second factor to understand for Facebook advertising for financial advisors is target audience.

Defining your audience is the best way to get the most impressions for your dollar. You can target an audience by the following factors:

  • Location – This can include communities that match your target demographic’s income level
  • Behavior – This is based on prior purchases and device usage by users. If you specialize in real estate or financial planning for small businesses, certain behaviors can help target demographics that need help in these areas.
  • Demographics – This includes age, gender, education, job title, and more. While Facebook will never share identifiable information with you about your audience, its algorithms can ensure that the right people see your ads.
  • Connections – You can choose to include or exclude people who are already connected to your Facebook page. If your followers have a low conversion rate, then including them in ads may encourage them to finally book an appointment with you. However, if you are seeking new audiences, then it will be best to exclude your current followers.
  • Interests – This can help you find people who are in need of your niche services. You can target people with certain interests and hobbies, from yoga to fishing to Fantasy Football.
advertising agency for financial advisors

Sound Complicated? Speak to a Specialist

There is a lot to think about when you are considering facebook advertising for financial advisors.

You probably have a lot on your plate already, so why not let Mediaboom take over the advertising so that you can focus on helping your clients.

Learn more about our services for financial advisors or contact us if you have any questions.