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Today, we're taking a deep dive into the marketing strategies used by a company that's been around the block—Fisher Investments.

So, I was browsing through Fox News, looking for some marketing inspiration, and stumbled upon a sponsored story by Fisher Investments. You know the kind—those native ads recommended by Outbrain. Amongst all the flashy ads, one really caught my eye, but not because it was loud or bright. It was actually quite understated.

This got me thinking: why did this simple, low-key ad manage to stand out and grab my attention?

Turns out, Fisher Investments has some pretty smart marketing tricks up their sleeve. In this blog post, we'll break down their approach, from the subtle ad design to their clever lead capture tactics.

Native Advertising: Leveraging Subtlety

Native advertising is a type of ad that blends in with the content around it. It's not loud or in-your-face like traditional ads, which is why it's so effective. Instead, native ads look and feel like a natural part of the website or platform where they're displayed.

When I came across the Fisher Investments ad, it didn't scream for attention with flashy colors or bold headlines. It was simple, almost blending into the background. Yet, it grabbed my attention because it was different from all the other loud and colorful ads. This low-key style is actually a hallmark of Fisher Investments.

So, what can marketers learn from this? Sometimes, less is more. Subtle ads can be incredibly powerful because they don't seem like ads. They feel more like content, which makes people more likely to click on them. Using this approach, you can capture the attention of high-value prospects without overwhelming them.

By carefully crafting low-key, native ads, you can create a more engaging and less intrusive experience for your audience. It's a smart way to stand out in a crowded market.

Crafting a Compelling Lead Magnet Strategy

Let's talk about lead magnets—they’re those valuable freebies you offer to get people to give you their contact information. Fisher Investments does this really well. When you click on their ad, it takes you to a simple landing page featuring their lead magnet: “The Seven Secrets of High Net Worth Investors.”

What’s interesting here is how they present it. Instead of just showing the cover of the eBook, Fisher Investments also gives you a sneak peek of the inside. This approach grabs your attention and makes you curious to know more, just like when you can preview a few pages of a Kindle book on Amazon.

So, what are the best practices we can learn from this? First, showcase your lead magnet in a way that highlights its value. Don’t just show the cover; include a little preview of what’s inside. This not only makes the offer more tangible but also increases engagement. People are more likely to give you their email if they see the content is worth it.

By crafting a compelling lead magnet and showing a bit of what's inside, you make it easier for people to see its value, which means more leads for your business. It's a simple yet effective strategy that can make a big difference in your marketing efforts.

Effective CTA Design: Catching Eyes Without Overwhelming

Now let’s dive into Call to Action (CTA) buttons. These are the buttons you want people to click on, like “Download Now” or “Sign Up.” The design of these buttons is super important because it can make or break your conversion rates.

Fisher Investments uses a smart approach with their CTA buttons. Instead of blending them into the color scheme of the page, they use a bright, standout color—yellow. This makes the button pop and grabs attention immediately. Color psychology plays a big role here. Yellow is bright and eye-catching, making it easy for visitors to notice and click.

So, what does this mean for you? Here are a few tips:

• Use Contrasting Colors: Make sure your CTA buttons stand out from the rest of your page. Choose a color that contrasts well with your background.
• Keep It Simple: The button should be easy to spot and understand. Avoid clutter around it so it remains the focal point.
• Action-Oriented Text: Use clear, action-oriented words like “Download Now,” “Get Started,” or “Sign Up Today.” This tells people exactly what to do.

By paying attention to the design and color of your CTA buttons, you can significantly increase your chances of getting clicks and conversions. It's all about making the next step as clear and attractive as possible for your visitors.

Personalization and Information Capture: Balancing Act

Let’s talk about capturing information from your visitors. Fisher Investments does this really well on their landing page. They ask for more information from visitors but do so in a way that feels personalized, not pushy.

When you visit their page, they invite you to enter some details to “personalize your experience.” This sounds friendly and helpful rather than intrusive. They're looking to gather data, like your investment range or contact info, but they do it smoothly. They even walk you through steps, reassuring you that it's almost done and asking for a valid phone number to send the guide via SMS.

What can we learn from this? Here are some key points:

• Be Transparent: Let your visitors know why you’re asking for information. Phrasing it as a way to improve their experience can make them feel more comfortable.
• Step-by-Step Approach: Break down the data collection process into easy, manageable steps. This prevents overwhelming your visitor.
• Reassure and Set Expectations: Let people know that the process won’t take long and what they can expect next. This keeps them engaged and less likely to drop off.

By balancing the act of personalization and data capture, you can gather the info you need without scaring away potential leads. It’s all about making the process feel beneficial and stress-free for your visitor.

Optimizing Follow-up and User Engagement

Let’s dive into how Fisher Investments handles lead follow-up and user engagement. After capturing your information, they don't just leave you hanging. Their follow-up process is super smooth and well thought out.

First, they set clear expectations right from the start. After you fill out the form, they let you know what to expect next. This includes when they might call you, what information you’ll receive, and how they’ll follow up. This transparency helps build trust and keeps the user engaged.

Next, they use smart techniques for scheduling calls and consultations. By allowing you to choose a convenient time for a call, they avoid the frustrating game of phone tag. This makes it much easier for their sales team to connect with potential clients at the right time.

Finally, Fisher Investments uses videos and other content to keep leads warm. On their thank-you page, they include a video about their services. This helps users learn more and feel more comfortable before they even get on the phone with a representative.

Here are some tips we can take from this:

• Set Clear Expectations: Let your leads know exactly what will happen next. This makes the process smooth and less confusing.
• Offer Scheduling Options: Allow users to choose the best time for follow-up calls or consultations to increase the chances of meaningful conversations.
• Use Warm-Up Content: Provide videos, articles, or other resources to keep your leads engaged and informed before direct contact.

By optimizing your follow-up and user engagement strategies, you can build trust, reduce drop-offs, and increase the chances of converting leads into clients. Fisher Investments’ approach shows how a smooth, transparent process can make all the difference.

Wrap Up

In this edition of The Edge, we’ve explored the effective and subtle marketing strategies used by Fisher Investments. 

Here are the key takeaways:

• Native Advertising: Fisher Investments leverages the power of understated, natural-feeling ads that blend in seamlessly with content, grabbing attention without overwhelming the audience.
• Compelling Lead Magnets: By showcasing both the cover and inside content of their eBook, they make their lead magnet more engaging and attractive.
• Effective CTA Design: Using bright, contrasting colors for CTA buttons makes them stand out and significantly boosts clicks and conversions.
• Balanced Data Capture: They collect valuable user information while making the process feel personal and non-intrusive, maintaining a balance that keeps potential leads comfortable.
• Optimized Follow-Up: Setting clear expectations, offering convenient scheduling options, and using warm-up content such as videos help to maintain high engagement and improve conversion rates.

By integrating these strategies into your campaigns, you can enhance your marketing performance and drive better results.

I hope you found these insights useful and can apply them to your own marketing strategies. Thanks for tuning in!

Catch you next time!

Jason Stogsdill