TJ Gilsenan

We finally have some numbers to attach to all the discussion surrounding social media for financial advisors. The people at Nielsen (the same people who measure television audiences) recently released a report detailing social media use in the US. The report is rich with actual numbers and data. While you can read the report yourself, I thought it might be helpful to hit some of the highlights here.

Video can make a big difference in the effectiveness of your website. Most websites, including financial advisor sites are about conveying information. The easier you make your content to process for your visitors, the more likely they are to stick around. Video is a great way to do this.

It's hard to argue that markets like this don’t take their toll on advisors and clients alike. Managing client expectations is challenging enough already, let alone in the midst of all this volatility. How much communication is enough? Does every client need a call? What’s the right way to stay in touch? Many advisors answer these questions with a mix of proactive outbound calls and responses to inbound calls.

For a financial advisor, social media can be a powerful new business development tool. Managed right, social media can connect your business to an almost unending stream of new and interested prospects. But to enjoy that kind of success, you have to take an active approach.

As an advisor, your website is your most important piece of Internet real estate. It’s the first stop for people who want to learn more about you. In fact, it's likely that your website now makes more first impressions than you do. As such, it plays a significant role in shaping people’s opinion of your practice and your services so it's crucial to do it right.

Hubspot’s latest study shows that the number of companies that blog has grown from 48% in 2009 to 65% this year. Indeed, it appears that non-bloggers are fast becoming the minority, and it’s not hard to see why: companies that blog have 55% more visitors, 97% more inbound links, and 434% more indexed pages, compared to those that do not.

For many advisors, your personal or company website is the core of your web marketing efforts. It's no surprise, then, that advisors are starting to think about how to better utilize their website to both serve their existing clients and develop new business.

When it comes to social media most advisors will tell you “my clients don’t do that”. On the surface, this seems reasonable. However, if you have clients who work in corporate America, all bets are off.

LinkedIn is a powerful networking tool that can have a significant impact on your bottom line.

With JPMorgan rumored to be eyeing a minority stake in Twitter that would value the company at $4.5 billion, it’s time for advisors to start taking it seriously. Not surprisingly, like many other aspects of web-marketing and social media, how an advisor uses Twitter is different from most everyone else.

When it comes to web marketing, independent advisors are different from everyone else. Which means there is a good chance you have been getting bad advice. Bad advice about using the web to grow your practice.