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?
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?
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:
- Demonstrates expertise/value
- Start to build relationships
- Educate the viewer about the outcomes they can expect
- Show why you can be trusted
- Lowers the risk of them taking the next step
- Invites them to contact you for more information
To achieve all of the above, it is recommended that:
- The website is mobile responsive
- Engaging and fresh images are used on every web page
- Relevant and quick to read content is uploaded on a regular basis
- Each web page tells the viewer what to do next. For example, call, email, etc.,
- There is evidence that the business can help people just like them. Make sure you have the social proof [testimonials]
- Make sure the contact details are clearly visible – most will view the website on a mobile device – make it easy for them
- Show your brand and personality – have a short video introducing the business – make it in the context of them not all about you
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.
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].
Communicating via email is still an excellent option.
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.
NBA Player Carl Landry Demonstrates the Value of Persistence in Life and Work
Written by: Jon Sabes
When you meet Carl Landry, stand-out college basketball player and nine-year NBA player, you imagine that becoming a professional basketball star was a straight forward run for the 6-foot-nine-inch power forward.
However, when you go deeper into Carl’s background, becoming a NBA professional was less than certain and little came easily to the 33-year-old from Milwaukee:
- He was cut from his high school team as a freshman and averaged less than ten points a game when he did play as a senior.
- He started his college career not at Purdue, but a junior college where it was not clear he would play.
- When he finally got to Purdue, he tore his ACL in his knee his first year and reinjured it the next year.
- While his family held a party for him the night of the NBA draft, he slept in the Philadelphia airport after missing a flight following a workout for the 76ers.
- In the NBA playoffs, Carl had a tooth knocked out, but came back in the same game to make a game-winning blocked shot as the Rockets beat the Utah Jazz 94-92.
Landry, who I interviewed on my podcast, Innovating Life with Jon Sabes (www.jonsabes.com), is a remarkable example of the value of “persistence.” In a time where technology creates the image that anything is possible at the touch of a button, persistence is an under-appreciated trait. When I spoke with Carl, I clearly saw someone for whom success has only come through a force of will that made him a NBA player, but it also made him a better player every year he played. That’s the kind of personality that has produced greatness in business as well as sports.
Carl was, in fact, drafted that night he spent in the airport. The Seattle Supersonics chose him as the 31st overall pick and then traded him to the Houston Rockets where he rode the bench for much of the first half of the season. When All-Star teammate Yao Ming was injured, he stepped in and played a key role in the Rockets astonishing 22-game winning streak (the third longest streak in NBA history). And, that season, after sitting on the bench for 33 of the first 36 games, he was named to the All-Rookie second team.
Carl was the first in his family to go to college. “I told myself that this was my ticket out, so I did everything I possibly could to be the best person in school and also on the court,” he said.
His family life in Milwaukee showed him what he didn’t want to do. “Just being honest with you, seeing some my cousins, peers, they went to work for jobs paying six, seven dollars an hour or they didn’t go to work at all and then living off welfare. I didn’t want that.”
When he was first injured, he had to contemplate the end of a career before it even got started. “When you have an ACL tear, it’s over…no more basketball,” he told me. “I said, God, give me health again and I’ll do everything I can to leave it all out on the line and be a successful individual.”
On my podcast, Carl pointed out another interesting lesson he learned in the NBA: Not doing things just to fit in.
“Fitting in was easy,” he said. “Doing everything that everybody else does was easy. If I stood out in some type of way, I’m going to have different results. I’m going to have stand-out results.”
That’s called the “Law of Contrast” and it produces that exact effect of changing the outcomes that everyone else is experiencing. Carl is smart, he recognized that differences make a difference, and doing whatever it takes is what is required to make real, meaningful differences.
Every off-season for the last 11 years, he has run a camp for kids in Milwaukee where he tells youth his story of hard work and persistence. “I always tell the kids to apply themselves and always be persistent,” he said. “If you dream, apply yourself and be persistent. With hard work, man, the sky’s the limit.”
When Carl says the sky’s the limit he means it. He is smart to recognize that it’s important to dream big, because if we don’t – we may be selling ourselves short. “You have to dream bigger than your mind could ever imagine,” he said. “I wanted a nice house. I wanted a nice car. I said, and I got all of that. So, what do I do, do I stop now? Maybe I didn’t dream big enough.” That’s a big statement coming from a kid who grew up to be the first in his family to graduate college and go on to be not only a top NBA basketball start, but a good businessman, father and someone who gives back to the community.
I’m convinced that in whatever he takes on as a basketball player or in his post-hoops career, Carl Landry is not going to stop getting better at whatever he does, and in the process of doing so, make the world a better place.
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