With something as personal as finance, trust is required from the first moment an investor considers your services. Like a doctor or lawyer, an investor must feel you are knowledgeable and professional, yet approachable. If they’re going to be working with you for the long-term (and potentially through multiple generations) they have to like, trust and believe in you.
There are four traits clients value most in an adviser — integrity, competency, accessibility and amiability, according to Forbes. It’s important to immediately portray these qualities through your digital marketing to encourage prospects and referrals to contact and work with you. If you feel you aren’t generating enough online leads, you may be making one of these five mistakes.
Problem #1: Your Headshot is MIA
People are visual creatures, and it’s only natural that they want to know what someone looks like before contacting them. Articles with images get
Solution: Feature your headshot on your website homepage, team page, or both. You should also include images of you, your team, or your office in your local business listings and social media profiles.
One of our clients,
Problem #2: Your Website is Outdated
Multiple studies show there’s a high correlation between consumer trust and a business’s online presence.
Planners share their best tips for kick-starting the conversation with prospective clients.
Solution: Update your website content and imagery on a regular basis. Ideally, you should be adding new content once a month. If you blog, do so regularly or, if you can’t, remove the date stamp. If you don’t have the time to keep your website fresh, consider subscribing to a platform that automatically adds content to your website.
Our client
“80% of people judge the credibility of a company by its website design.”
Problem #3: You Aren’t Easy to Find Online
Even for personal services like financial planning, investors still rely on the internet to form an opinion or decision. Since
Having a website is a step in the right direction when it comes to SEO, but you need to be visible on other sites to appear on the first page of Google — especially since
Solution: The best way to increase your Google ranking and improve your searchability is to be present on other platforms. Create social media pages for you and your business, especially a LinkedIn profile and Facebook Business page. Guest blogging on other sites can also help drive more traffic to your website.
Problem #4: Your Business Information is Inaccurate or Inconsistent
A lot of advisers don’t realize that their business may be listed in dozens of different directories and websites online. If you’re one of the
Solution: It’s nearly impossible to find every online directory and update and manage each one manually. Your best option is to use a
"73% of consumers lost trust in brands due to outdated online listings."
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The latest trends in marketing are ideal for financial advisors looking to grow their practice.
July 25 -
Use these strategies to combine a personal and high-tech approach to avoid falling behind the times.
December 27 -
These are savvy ways for advisors to keep in touch with clients and reach out to prospects.
January 21
Problem #5: You Don’t Provide Options
Your ultimate goal is to receive a phone call from a prospect who wants to work with you. But that is also a high-stakes move for a person to make. Someone may be interested in learning more about you and what you do, but if you only offer the option for a financial review, they won’t give you their information.
Solution: Your website should include low-stakes communication methods as an alternative to a first appointment. The most obvious solution is to have a newsletter sign-up. People are much more likely to give you their email address in exchange for financial information than provide you their phone number for a sales pitch. Once they’ve received a few of your newsletters, you can email them to see if they’d like to learn more about what you can offer them.
Our client,
Take Action
Taking the time to address these problems and create a more visible and engaging online presence will encourage more prospects to take the next step and reach out to you. Beyond these tips, push the envelope and continuously search for new opportunities to expand your marketing communications and online presence. Your book of business will thank you for it.