Digital marketing for investment companies is an important way to generate new business. You may have hired a digital marketing agency to work on your behalf and are delighted to see more website contact forms being submitted.
But wouldn’t it be good to really understand what aspect of your digital marketing is working for you? And even better to fully understand any reports the agency so helpfully provide each month?
We’re sharing some great free tools and insider tips to help you better understand the strength of your online presence and which marketing techniques are driving most business your way.
The Alexa rank of a website is based on the amount of traffic it has – the lower the ranking the better. The top websites in Canada according to Alexa are:
A general rule of thumb is that a ranking below 100,000 means a website has quite heavy traffic. It’s simple to test your site, and that of your competitors. Simple add the Alexa extension to Chrome and click on it when you visit a website.
Here’s an example for wealthsimple.com – ranking very well both worldwide and in Canada, and with 128 sites linking back to their website (an important ranking factor).
The speed at which your website loads is a ranking factor – so the faster the better is essential. Check and see how well your site is performing using one of the free programs, such as Google’s PageSpeed Insights.
You’ll receive feedback on both mobile and desktop performance with a list of recommendations for improvement – which you should discuss with your web developer without delay!
If you’ve been using digital marketing for investment companies to try to improve your website ranking for specific keywords, see how well you are doing using the SERPs rank checker.
Pop in the keyword, the domain name and the search engine location, and you’ll get your feedback. Alternatively leave the domain name blank and see which websites rank well:
Without a doubt, Google Analytics is the most important tool to use for assessing the effectiveness of digital marketing for investment companies.
You can see at a glance the summary traffic data for any given time period – sessions, users, session duration etc.
You can find out more about your visitors – their country/city, language, age and gender, and you can track changes in traffic over time.
There are three other important metrics to look at when assessing the effectiveness of your digital marketing.
It’s imperative to measure conversions on your website. These goals may be a simple as a contact us form submission, or the download of a guide from your site. Once the goals are set up in Google Analytics you can monitor the number of goals completed and the source of these completed goals eg.
plus any goals completed by visitors from referring websites.
Where exactly are your website visitors coming from? The acquisition report shows exactly where.
Another important metric to review is the search terms people are using to find your website. Find the report at
Acquistion > Search Console > Queries (search console data sharing needs to be enabled for this to work).
The report details the search query, the number of impressions and clicks, the ranking (position) that your website link appeared in the organic results listing.
Google Analytics provides extensive amounts of data regarding your digital marketing for investment companies. By taking time to digest the information, you will understand the key metrics and where you need to improve eg.
– are most of your website visitors in the right target market with regard to age, gender and location?
– are you seeing regular conversions?
– are you acquiring traffic from all sources that you are marketing your business on?
– are people finding your website using search terms relevant to your business?
Armed with this information you can adjust your digital marketing strategy to make improvements where required.
If you have a Facebook business page, you can easily check how effective your regular posts are by viewing the insights section.
Not does will it provide a simple statistics page – page views, page likes, engagement etc, but it provides details of the type of post which is most successful with your audience.
This data helps you decide what types of post to focus on in the future.
If you run a Twitter account, be sure to check the Twitter Analytic section regularly. You’ll see a nice summary section:
You’ll also be able to examine the success of each and every tweet in terms of impressions and engagement, giving important information about what kinds of tweet your followers find useful.
In conclusion, whether you conduct your digital marketing for investment companies via an agency, or you have staff who do it in house, you need to understand the strength of your online presence, and which marketing approaches are working.
Only then can you adjust your strategy to make improvements where need be, to get the very best return on your investment.
If you have any comments on the above or would like assistance with your investment company digital marketing activities, please contact us for a no obligation quote.