Podcast platforms and voice assistants are becoming popular
tools to search for all kinds of information and services, including financial
advice
May
14, 2019 @ 2:42 pm By Taylor Schulte
My financial planning
firm gleans more than 50% of our new client leads from Google search alone.
How does this happen? For the most part, people head to Google and type in
terms like "San Diego financial planner" or "financial advisor
in San Diego" and find my website on
Page One. From there, they read about our firm, review our 6-step evaluation
process and schedule a call if there is a potential fit.
This all sounds so simple, and it is. Yet my
firm still has plans to expand our online presence. Why? While Google search is
important today — and it will be in the future — firms also should consider how
other forms of search will play a larger role in three to five years.
PODCAST SEARCH
According to recent statistics from Podcast
Insights, over 51% of consumers have listened to a podcast, and most of them
are "loyal, affluent and educated." That sounds like the exact
demographic most financial advisers hope to target.
Consumers search for podcasts just like they
search for items to buy or for answers to pressing questions. But they also
search for podcasts with keywords through each of the podcast apps, whether
it's Apple Podcasts, Google Podcasts or another platform.
Smart financial advisers will consider this
growing medium and, if they have a podcast,
make sure it is available on the fastest growing podcast apps while also being
easy to find through other searches. How do they do that? For the most part by
making sure their podcast description aligns with their area of expertise,
including detailed show notes on their podcast website, and getting other sites
to link to their podcast (for example, InvestmentNews links to
my podcast below).
VOICE SEARCH
While many households use an Amazon Alexa or
Apple HomePod to listen to music or add to their shopping lists, more and more
are turning to voice search to find answers to questions such as "What is
a Roth IRA?" or "How much do financial planners charge?"
As we create content for our websites, we need
to optimize all pieces so they can be used to answer these questions no matter
how they are asked — including by voice search.
Fortunately, you don't have to manually
overhaul your entire website to improve your voice search presence. Some basic
steps like including concise answers to popular questions and embedding very
specific keyword phrases in your content can go a long way toward helping your
cause.
Years ago, having any sort of online presence
could help you stand out among a sea of competing financial planners. These
days, having a website or blog may not be enough.
To ensure your firm is getting its share of
potential leads, you need to take control of your presence — and that means
making yourself easy to find, however a person searches for your services. Rest
assured that if you don't, somebody else in your niche or your hometown will.
Taylor Schulte is founder and CEO of Define
Financial. He also hosts a podcast for financial advisers called Experiments in Advisor Marketing.
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