Advice on Online Marketing Strategy

[finditmalta]

Hi there,


I need a little advice on what you think would be the best solution to get response on one of my clients websites...

Basically the site is aimed at professional investors, and its goal is to get one of these investors to use my client as outsourced administration for professional investor funds and hedge funds.

Their site, which was designed by a third party, is --- www.kosco.com.mt --- | fund services | web | fund administrator | Malta | corporate services |

Now I am not particularly keen on the site myself, but i don't think the client wants to redesign as he has just launched it a month ago.

I am trying to assist him in online marketing but I seem to be coming up with no results in that, I have used Adwords on google and have had 200 visits (only) and no resposne.

Full blown seo will take too long for my clients liking, as he need some quick response.

I am now thinking about using social networking sites, and a blog as a source to attract visitors and more importantly clients.

Does anyone have any suggestions? Do you think perhaps it could be the site itself scaring people away?

Thanks

[ctabuk]

Frankly the odds of a serious Investor using the Internet and replying to adwords is 'doubtful' Unless - you opted for the keywords 'Investor Opportunities' - you need a short - 2 word 'hook'

[Tubby]

I think you might possibly need a forum,

you have the expert skills to answer questions.. There are plenty of Question out there being asked.

This will be a difficult task. forums are not easy to get up and running. An expert investment advice forum will attract traffic. Also re-directing traffic to investment opportunities (carefully chosen) could provide a bonus income.

It seems you have two experts on hand to answer questions and discuss opportunities. There is a huge market for first time investors, thousands of small fund managers. you simply have to put yourself and your expertise in their faces. ( you have not done that!)

I expect it would not be beyond possibility, to find a couple of fund managers that would want some form of representation on a quality investment site (forum).
Webmaster will always link to Quality sites. . Basically I think you need to introduce your services to the world in a expert manner. . I think, if done right, you could forget AdWords. . and start looking at thousands of visitors daily.

Web users flock to expert sites that offer expert advise. . That's a fact! work on that.

I would already be on the phone to some fund managers asking them, what last years return to investors was. so I could get my first thread going. Kalkadoon fund. . pays 17% get rss feed here. .

My impression is, that up to this point there has only been an attempt to create a website. . I think that might be the wrong plan. Your plan might have been better to 'SELL YOUR SERVICE', and simply use the internet to do it....

Look for a salesman. . . looking for a web designer did not work

[ctabuk]

Excellent concept - rep points awarded - Gold Star post

[finditmalta]

First of all Thanks for your help tubby, as you provided some great insight!

I completely agree that regarding the issue of them needing a sales person, as a web design with out the right marketing and sales technique is a "let's wait and see" approach to business.

I myself have just been roped in in the last week, as I have had some success marketing a Maltese web directory, and they ask to see what i could do.

Unfortunately, because Malta is a small market the professionals (accountants, architects, investor administration, lawyers) are used to woking concept is word of mouth, and people feel they they don't need sales people to rope in business, but it should just float in, and thus carry the same concept when it comes to web media.

This also brings with it a lack of effort in finding work as they feel they should focus their energy on their real job, rather then on finding business.

I will pass these suggestions to my client, and if he is ready to work, I am sure he find them effective.

[rajatgarg]

Also, its better to sell marketing services to someone who understands marketing, then to train someone about why they need marketing.

You are facing an uphill battle if you need to convince your client

On marketing front, also think on lines of who your customer is, which are the most effective mediums to reach them. As Tubby said, internet is just one of the tools to reach your customer

Rajat Garg

[webmax]

Out of a gazillion million fund managers out there, why should someone choose your client? The website does not say. May I guess... tax shelter? I know a couple of my clients would find that more mouth watering than a double decker burger. Tax shelter for whom? Europe-based or US-based companies, or both? If for Europe, your site could also in French, Spanish, Italian, etc. WRT your site scaring people away, yes, I find it very generic. The internet is impersonal enough already, and stock photography does not help. Try inserting quotes from the owners, with actual photographs of them and the physical building where they operate. Put in a few stories about real customers, with photos, ... and photos of Malta, and palm trees, beaches, with lots of country information, so that someone out there in Pittsburgh or Frankfurt buried under a meter of snow will start to believe that your clients are for real.
Social networking, blogs, forums, link-building are all things you can do additionally.

[jannmirch]

Having worked in financial services for a number of years if you are selling back office services you will need more than just a website or a forum, though they are good starts.

You need lots of credibility and some serious face time. As you well know there are many regulations that portfolio managers must comply with and you need to convince them that you are well versed with and able to manage these regulations.

There is not enough information on your website to warrant a call to action. Where is the benefit to the client? Why should they hire you and layoff their full-time staff?

I also agree that adwords aren't necessarily the trick here. Well-written, targeted emails might be a thought. Let your prospect know how you will solve their problems and then have a specific call to action; do you want them to call you? ask you to call them? What do you want them to do?

This is only one step in the process of getting to know your prospects and letting them know they can trust you.

[theengel]

It's not quite the same market, but it's in the same area--Ken Calhoun has done a brilliant job of marketing investment information products...incidentally, he's one of the leading experts on converting AdWords. He has several products out on both subjects...google him and you'll see what I mean. His approach is very different from yours, but I believe you could learn a lo from him.

[ClarkFinancial]

I'm in the financial services industry, and I would echo jannmirch's thoughts. There are certain areas of our industry that lend themselves well to online marketing, and certain areas that do not. I believe your client is in an area where networking/personal contact/referrals would be significantly more effective than building a passive website and waiting for customers.

If they do intend to pursue internet marketing, I would at least put some client testimonials or other references on their site to show themselves as reliable experts in their niche.

[bobchrist]

A strategic alliance with few other financial services industry could help you too since the financial site need reliability first.