Blog Archives

December Guide + Paid Search

12/19/2019

The As you probably know, our December issue on Kids + Money published earlier this month. Obviously we had a good amount of traffic to our sites, but as usual with the Guides, we are promoting the content outside our walls.

Each article contains a link to the directory where an interested client can connect with you.

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Tie-in #1
The editorial inset that has all of the guide content AND a link to the directory

Tie-in #2
Articles have a rotating ad unit that includes a link to the directory.

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One added bonus for participants in the directory is the inclusion of your firm name in our paid search. Google allows us to enter search terms that may be relevant to someone looking for an advisor. Adding the participants to this keyword list ups the chance that the rankings and/or directory links appear in the paid ad spot.

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Lastly, now that the indie rankings is in the books, we're starting to promote it internally on WSJ, MarketWatch, and Barron's. For added visibility, we're doing some paid promotion on Facebook.

Our belief is that our sites provide the best quality audience for your spend, but we include additional external marketing for promotional purposes and to raise awareness of the rankings overall.

The new advisor finder

12/9/2019

Starting this week, we will be building out a new, improved advisor finder tool. While the FA map was great, the next iteration will allow visitors to delve deeper and create more accurate lists of advisors. The matching tool will show a list of all advisors sorted by geography and minimum account size. Visitors can whittle down this list by selecting from a set of filters.

We will be testing this and gathering feedback in the next two months. Our goal is to launch it by March.

Visitors to the directory will enter their zip, age and AUM. They click "find an advisor" and a sorted list is presented.

The list of all advisors is sorted by geography and account size. All premium advisors are shown at the top of the list. The "cards" feature a larger headshot and contact information.

If visitors want to create a more curated list, they have the option to filter out bad matches. The filters include: ranking, FINRA/SEC registration, State(s), certifications, specialities and planning (y/n).

Our ultimate goal is to create a tool that matches investors to their perfect advisor. We think this is a step in that direction.

December Guide + Paid Search

The new advisor finder

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