As communication trends and consumer demands change, so must an adviser’s marketing strategies. Of the trends that will blossom in the coming year these five will most impact how advisers conduct business. As you prepare for 2017, consider integrating these developments into your marketing plan.

SHOW AND TELL
In business school, marketers and entrepreneurs were told the elevator pitch was essential for landing business. This pitch was designed to be a quick rundown of who you are, your credentials, and your services. While these elements are still critical for defining your practice, the technique has changed. Now the focus is on a well-told story.

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"When competing against thousands of other financial advisers, it’s no longer enough to highlight your services and credentials."

Sharing your unique narrative of how and why you got into the business is more compelling than listing your degrees and work history. On your website, show visitors who you are through content, videos, and images. Use your story as your elevator pitch when you meet with prospects or hold events to keep your message consistent.

DEMAND FOR CASE STUDIES
When competing against thousands of other advisers, it’s no longer enough to highlight your services and credentials. Some 81% of consumers conduct online research, and seven in 10 seek out opinions before making a decision.

Case studies are ideal for advisers because they differ from the prohibited testimonial. At their core, case studies are stories about how you helped an anonymous person solve a problem or overcome an obstacle. They’re a good marketing asset for advisers because they add dimension and show the power that advising can have with real people.

REPUBLISHING YOUR CONTENT IS KEY
You won’t see results from your blogging efforts if you don’t spend time republishing and sharing your content on other channels. Marketers are republishing their content on multiple sites now to give their content more exposure and drive more traffic to their website.

After you write a blog post, follow a post-publication checklist like this:
● Send your article via email to your contacts
● Post a segment on LinkedIn’s publishing platform and linking it to the rest of article on your site
● Share on Facebook and Twitter
● Submit to content aggregators, like Flipboard
● Repurpose as a presentation on Slideshare

LESS IS MORE
New social media platforms emerge every few months. Some quickly fizzle out, while others — such as Snapchat — join the major players, such as LinkedIn and Facebook. In the past, marketers have jumped on as many social platforms as possible. But this practice is shifting toward refinement.

Slideshow
10 Critical Social Media Tips for Advisers
Planners want to use social media, but many remain overwhelmed about where to start and how to succeed. Industry coach Matthew Halloran offers some simple solutions.

In 2017, marketers and businesses will focus on one or two platforms that work best for them instead of spreading themselves thin. For many advisers, this will likely be either LinkedIn if you cater to professionals, or Facebook if you work with pre-retirees and families.

LOCAL SEO RISING
In the past few years, the number of local searches, defined as a search that includes a location in it, has doubled. Now, more than 70% of internet searches are for local business services and 59% of consumers use Google each month to locate a local business. This has contributed to a greater focus on local SEO strategies, namely local business listings.

Quote
“You won’t see results from your blogging efforts if you don’t spend time republishing and sharing your content on other channels.”

Local business listings are online directories that contain information about your company. The more directories that include your listing, the more places people can find you. You’re also more likely to appear higher in search results. You can either search for listings and manually submit and manage them, or use an automated local listing service.

Staying up-to-date on the latest trends and adjusting your strategies to your prospects’ preferences, you can see an increase in new leads, more referrals, and greater client interaction.

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