Phil Bray explains why assumptions about Google searches are misplaced, and details the simple actions you can take to boost website traffic.
Phil Bray on laying the necessary groundwork ahead of a website overhaul to make sure your firm impresses online.
Phil Bray discusses the basic marketing building blocks that, if implemented, stand to make a huge difference to your business.

Phil Bray is founder and director of The Yardstick Agency. Now in his third decade in financial services, Phil’s experience spans advising, compliance and marketing. He brings this unique mix of knowledge and experience to all Yardstick clients. He’s long held a dream of providing truly high-quality marketing options to advisers and planners, brokers and providers. The Yardstick Agency does just that.

Last time we started to review your marketing by explaining the importance of brand searches and being found online easily by those looking for your business.

Brand searches play a huge part in successfully generating more referrals from existing clients, because someone referred to your business is likely to Google you.

As we continue to consider how advisers and planners can develop marketing strategies, last month I looked at the importance of setting SMART marketing goals.

Of course, once the goal has been set, the next logical step is to understand the progress that has been made towards achieving it.

Last month I explained how your marketing strategy should be built on the foundation of an in-depth understanding of:

  • What you do
  • Who you do it for
  • Why someone should choose to work with you

You can read that article by clicking here.

In our last article we looked at why all advice firms should have both a marketing strategy and a marketing plan. If you missed it you may want to catch up here before continuing.

Here, I want to explain more about the steps needed to build the solid foundations necessary to support both your strategy and plan.

That means developing a deep understanding of:

My initial interactions with many advisers and planners often start a little something like this:

Adviser: “Should I use Twitter to attract new clients?”

Me: “Er…that depends on your target market.”

Adviser: “Will Unbiased or VouchedFor work for me?”

Me: “Probably.”

Adviser: “What do you think to my website?”

Me: “It could do with a little attention.”

Adviser: “What do you think of…”

Me (interrupting politely): “You need a strategy!”