It’s also made our clients and prospects hungry for information. The question is, are you doing everything you can to satisfy that hunger when a potential client considers doing business with your firm?
If you can’t answer this question with conviction, it’s probably time you take a detailed look at how you position your firm with prospects and clients. No matter how successful you are, there’s always room for improvement. I realized this myself recently, so here are three enhancements I’ve made in the last few months to make my own digital brand more effective:
1. Make Your Website an Interactive Marketing Hub
The process of consumers getting to know you is forever changed. In fact, it has completely flipped. It’s no longer about you discovering them – it’s about them discovering and learning about you.
The easiest way for prospects to learn about you and your firm is through your website. Many advisors know this, but what you may not realize is that your website serves as so much more than just a static canvas for promotion and education. Your website should be a living, breathing tool that changes and evolves as you do. In other words, it’s critical to build a complete “human” view of yourself and your firm online.
Turning your website into an interactive marketing hub means making it a central location that your audience is directed to no matter how they find you online. It allows your clients and prospects to get to know you through being consistently visible and valuable where they spend most of their time – online, through social media, and through their friends (your clients perhaps), in person.
2. Revamp Your Social Media Approach
Start a company page on Facebook and LinkedIn, write a blog and set up a Twitter account to communicate with your target audience and showcase your firm.
As the lines between communication and marketing blur, it’s becoming more important for advisors to develop a social strategy that serves both of these business functions. The key with social media is to provide valuable content and communication. Without these components, your social strategy will end up like everyone else’s – unsuccessful and unproductive.
Through blogging and social media, you have a tremendous opportunity to paint a masterpiece that will attract your ideal clients. If you need a push in the right direction, here are three things you can do right now:
- Create content that gets shared on mobile devices: Regularly schedule tweets and posts that can be delivered automatically. Link the content you share, like motion-graphic videos, articles, and calculators, back to your website.
- Let your personality show through: The beauty of social media is that you can demonstrate value while also showing your personality and the culture of your firm. Showcase a picture from one of your client events or of one of your team members in action with a client.
- Collect and use information from clients’ social profiles: To make sure your social content is relevant and meaningful to your target audience, collect information from your current clients’ social profiles or those you are interested in prospecting.
3. Develop Your Digital Brand
In the past few years, marketing budgets for advisors have shifted online from the traditional offline channels. That’s because consumer interest – and influence – has moved to areas like social media, marketing websites and online news.