RIA Resources

Providing resources to help RIAs grow

Essential Tips To Get Your RIA’s Message Heard This Year

With 2020 behind us, there is an emerging opportunity for RIAs to overcome last year’s challenges and get your message heard by the prospects you want to reach. This takes the right strategy that harnesses the right content, has the right distribution plan and the right message to differentiate your firm in the marketplace. Learn how to break through the noise and set your firm up for success.

Watch the video for our team’s tips to refresh your marketing plan and solidify your digital marketing strategy this year.

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Get your story heard: A Veteran RIA reporter on what it takes

In an increasingly competitive RIA landscape, developing a strong brand story that speaks to your prospects and establishes thought leadership is essential to long-term success. RIAs savvy enough to have the media tell that story for them are propelled to new levels of growth.

Charlie Paikert is one of the most widely recognized RIA industry journalists, and he has seen a lot over his 35-year career. He talks to us about the mistakes he sees RIAs make when engaging with the media and how your firm can establish meaningful relationships with reporters.

Listen to our team’s exclusive interview with Charlie.

 

Tips for your LinkedIn profile makeover

Your LinkedIn profile is your digital front door —
a welcoming entry point for clients, prospects and colleagues to learn more about you and your services, laying the foundation for further conversation. COVID-19 concerns have accelerated the move away from routine in-person meetings, which are now replaced by clients and prospects visiting webpages and social profiles.

Here’s how RIAs can optimize their LinkedIn profile to bring it up to speed in this “new world.”

RIA LinkedIn Profile Tips

1) Headshot:

A profile photo is table stakes, providing individuals with a visual impression of you. People like to see who they are interacting and doing business with.

LinkedIn reports that profiles with a photo get up to 14X more views than those without.

TIPS:

  • Dress in a way that exudes trust and confidence
  • Smile — it’s a universal welcome symbol
  • Face forward, with shoulders squared to the shot
  • Photo should be taken from the chest up

2) Headline:

Your headline “travels” with you across any interactions on LinkedIn — if you comment on a post, people see your name and headline. Likewise, if people hover over your name anywhere on LinkedIn, they’ll see your headline. It’s critical to get right.

TIPS:

  • Include 1-2 strong keywords someone would use to search your profile
  • Think of this like a newspaper headline; you want to grab attention and distinguish your services

3) Summary:

Consider this to be your public cover letter, or your elevator speech available 24 hours a day. It gives contacts a sense of who you are and encourages them to explore you and your profile further.

TIPS:

  • Write in first person
  • Write how you speak (or would introduce yourself at a networking event)
  • Utilize keywords or “tags” at the bottom of the summary, listing out your specialties

RIAs: Want to Boost your Website Traffic? Try These 5 SEO Tips

SEO can be intimidating, though it doesn’t have to be. For RIAs, it’s critical to leverage SEO so your website cuts through the clutter and brings the qualified leads needed to grow your business in 2020 and beyond.

Below are five surefire tips to drive traffic to your site.

Start with the right keyword and make sure it’s prominent throughout your site.

Make sure your page includes the keyword/keyword phrase to the following areas:

  • In the domain (e.g., abc123.com/keyword)
  • The page headline (H1 Tag)
  • Body copy (place the keyword/keyword phrase organically throughout the page, but don’t force it.)

By placing the keyword/keyword phrase in the above areas, you are making it easier for the search engines to rank your page higher.

Optimize customization features on your platform.

Add a meta description (140-160 characters). This is what will show up in the search engine and provide potential visitors an overview of your site.

Switch up the title for search results.

Customize your SEO title (50-60 characters), make it interesting and be sure to incorporate your keyword/keyword phrase. Your SEO title is essentially the highlighted copy that appears in search results and as such, what you’re relying on to grab the attention of potential site visitors.

Don’t stop with the copy.

Add “alt text” for page images. This is another factor that search engines use to rank your page, so be sure to include your keyword/keyword phrase in the “alt text”.

Use SEO-specific tools.

There are several free options that can be used both when you’re creating a new site and looking to drive more traffic to an existing one:

1. BuzzSumo: Provides insights on which content performs best for a keyword.
2. Answer the Public: A research tool that can help create better, more enjoyable content.