How to Leverage Online Platforms to Build Your Reputation

How to Leverage Online Platforms to Build Your Reputation

Enough has been written about the importance of having a website; although I did meet a financial adviser who didn’t have one last week – he will soon! While your website is an essential element of your online marketing strategy and reputation building, it doesn’t stop there.

Research conducted by SRSCC reveals that your existing clients aren’t visiting your website; they see no need.

Who is then?

Potential clients?

But how did they land on your website?

Did they do a random Google search or, were they told about you by their family/friends?

80% of the time it’ll be the latter.

The point is, your existing clients aren’t looking at your website every day but, they are looking at other online platforms such as Facebook, LinkedIn and to some degree Twitter. So how do you leverage those online platforms to build your reputation and increase word of mouth introductions?

Website


Please don’t discount the role of your website. If it is designed, managed and used effectively, it will be the hub of all your marketing. If you are using social media to educate and inform others of the value you provide, your articles/posts should be hosted on your blog/web page which allows viewers to read your content but also browse through your website and learn even more about the outcomes they can expect and the value you provide.

An active website will:

  1. Demonstrates expertise/value
  2. Start to build relationships
  3. Educate the viewer about the outcomes they can expect
  4. Show why you can be trusted
  5. Lowers the risk of them taking the next step
  6. Invites them to contact you for more information
     

To achieve all of the above, it is recommended that:

  1. The website is mobile responsive
  2. Engaging and fresh images are used on every web page
  3. Relevant and quick to read content is uploaded on a regular basis
  4. Each web page tells the viewer what to do next. For example, call, email, etc.,
  5. There is evidence that the business can help people just like them. Make sure you have the social proof [testimonials]
  6. Make sure the contact details are clearly visible – most will view the website on a mobile device – make it easy for them
  7. Show your brand and personality – have a short video introducing the business – make it in the context of them not all about you


Social platforms


Efficient use of social platforms can very easily promote your online reputation. Word of warning, though, don’t post and ignore. If you post content and ignore comments and likes, you may negatively impact your reputation. Social means conversing with others. Don’t be scared off by social media either. I recently spoke to a financial adviser who told me the reason he doesn’t use Facebook is because he had heard about all the negative comments you can receive.

So misinformed


Firstly, most people don’t want to be seen making negative comments online because it makes them look bad. Secondly, where are all the negative comments? Thirdly, if you do receive a negative comment, you can just remove it [if you wish].

Email marketing


Communicating via email is still an excellent option.

Why?

Because most of us read our emails! Yes, there is a lot of scam stuff going around, but if a client sees one of your emails, chances are they will open it. If they can open the email and share the content easily from their system, it increases the chance of your information reaching, even more, people.

As a financial adviser, your reputation is critical; it’s how you attract and retain clients.

Build it

Manage it

Nurture it

Rachel Staggs
Advisor Marketing
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The first thing you should know about me is that I’m insanely committed. Committed to hard work, to results­ driven marketing, to financial services, and especially to peop ... Click for full bio

Advisors Will Be Extinct in 5 Years Unless…

Advisors Will Be Extinct in 5 Years Unless…

I’ve had financial advisors for more than 40 years. Not once in those years have I called my advisor to find out what stock/funds I should buy or sell. But I have called to find out where I should get my first mortgage, when to sell my house, or how much income I could get in retirement.

In short -- and I think I’m pretty typical – I was looking for financial advice, as it relates to my life.

Here’s the disconnect, what most advisors do is simply manage their clients’ assets. They determine what to buy, and what to sell, they think about risk management, about growing their practice by finding new clients and about getting paid.

Historically that has been the business model. But as more women take control over financial assets, they, like me, will be looking for a different experience. And unless the financial community is willing to change ….. advisors, as they are today will be extinct in five years.

Advisors who want to survive will have to do a lot more than just manage money – they will have to provide genuine “advice”.  That means doing what’s right for the client, not pushing product and pretending it’s advice.

Women especially, but all investors generally, are becoming more and more cynical. They says, “If I want advice about reducing my debt, that’s what I want and not ‘here’s more debt’ because that’s what my advisor gets paid for! And if saving taxes is what I want then saving taxes should take precedent over selling me a product.”

You may be thinking that spending your time providing advice isn’t lucrative but the reality is that in the long run – it pays off in spades. The advisors who take the time to build real relationships with clients, who provide advice as it relates to their clients’ lives, even when there is no immediate financial benefit to themselves, those who don’t simply push product – are the ones who over time have the most successful practices.

Generally women understand and value service, but they will say, “If I’m paying, I want to know what I’m paying for: Is it for returns? Is it for advice? Is it for administration? I want to know. Then I can make up my mind what’s worth it and what isn’t.”

Investing is becoming a commoditized business and technology is replacing research that no one else can find. Today the average advisor is hard pressed to consistently beat the markets, and with women emerging as the client of the future, unless they start providing real advice, their jobs will likely be extinct in five years.

Learn how to Retain Female Clients through this online course and earn CE credits. Or visit us at here and learn everything there is to know about what women want and how to serve them well.

Strategy Marketing
Marketing to Women
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Paulette Filion and Judy Paradi are partners at Strategy Marketing and have run their own businesses for more than 20 years. Paulette is an expert in financial services and Ju ... Click for full bio