Finding the Right Audience: Some of the top Asset Management firms with the highest AUMs have seen a high percentage of traffic to their sites through paid search and referral marketing apart from direct and organic search. They have managed to maintain high average duration times on their websites as well as low bounce rates for visiting customers. These firms have managed to build audiences with interests and psychographics matching financial investors and advisors through:
Keeping Your Audience Engaged: A variety of landing pages have been tested from paid search ads, podcasts and email partnerships. To employ the main tactics represented, keep your landing page:
In Q1 2021, six Asset Management (AM) firms with the largest Assets Under Management (AUM) have increased their web traffic up to +76% YoY.
Each respective AM firm has seen a high distribution in average web traffic allocation across Paid Search (34%) and Referrals (33%) in their strategies to reach Financial Advisors (FA) in Q1 2021.
The average visit duration details the amount of time visitors are spending on a site. The industry benchmark for financial services currently sits at 01:51. All firms exceed this benchmark except for SSGA. Fidelity Investments and JP Morgan see the highest durations at 03:38 and 02:51 respectively.
The average bounce rate measures the amount of visitors who enter a site and leave immediately without any engagement on page. The industry benchmark for financial services currently sits at 51.71%. Currently only JP Morgan, PIMCO and Fidelity Investments have been able to maintain a lower bounce rate than industry standards.
Visitors on the respective sites are most likely to browse...
AM firms are reaching niche audiences to tailor traffic with the following tactics:
SSGA, iShares and JP Morgan have the highest spends in paid search for Q1 2021. Top search ads across all competitors feature trends in the financial industry and how to overcome investment challenges.
AM firms have been taking a content approach that highlights their commitment to providing FAs access to top strategy and trends in the financial market.
Top content tactics for Strategy & Trends focused search ads include:
Landing pages for each search ad are clear, concise and represent the message in the copy. The content focuses more on providing information than calling users to action.
Top landing page tactics for Strategy & Trends focused search ads include:
AM firms also allude to the benefit of their funds to help overcome trading obstacles such as risk and diversification.
Top content tactics for Overcoming Investment Challenge search ads include:
Landing pages for ads addressing obstacles speak to the viewer with actionable prompts, allowing them to see how their funds can play a role in their portfolios.
Top landing page tactics for Overcoming Investment Challenge search ads include:
As a rising advertising model, podcasts offer AM firms the opportunity to find very niche markets of listeners to promote to. Podcast show verbiage and topics are catered to professionals who would be able to understand and engage with the terminology easily.
Several AM firms have also built their own podcast production. Distributing podcasts enables visibility on 3+ platforms including Spotify, Apple Podcasts and Google Podcasts.
Podcasts also live on landing pages hosted by the AM firm to give website visitors easy access to the shows while browsing.
Financial publications with niche and targeted audiences often host email newsletters that are blasted to their audience regularly.
These newsletters are often part of people’s daily routines and have strong credibility with their audiences. AM firms use these publications to build visibility and referrals back to their webpages.
Frequently advertised publication emails include: Financial Times, Financial Advisor IQ, Advisor Perspective, ETF Trends.
The email ad landing pages often expand on the original feature in more detail and include clear CTAs to learn more about the company or their research.
Top email partnership tactics include: