As a student looking for work, I was repeatedly asked, “Do you have a LinkedIn account?”, “What do your social media accounts say about you?”, and “What kind of an impression are you making on the digital front?”
It has become very common for employers to look for potential candidates through social media and use it to vet applicants. So, ask yourself, “What do my social media accounts say about me and how can that affect my Advisory firm?”
Just as employers use the internet to find the right candidates for their organization, your prospects look to the internet to decide who the right Financial Advisor is for them. So, take a step back and assess the online presence of your business:
Where can I be found online?
- A personal website
- Your company’s website
- Your social media accounts – Twitter, Facebook, LinkedIn, etc
- You were featured in a news article
- A guest blog you’ve written
There are many ways to get your name (and your Advisory Firm) out there.
1. Create a website
We are in the digital age of “Googling”. People will Google anything and everything, including which Financial Advisor would be best suited for them. Having a well designed, user-friendly, and dynamic website can help you gain credibility as a Financial Advisor by continuously establishing a great first impression with website visitors. Adding non-financial information such as community involvement, charitable endeavours and local events on your website can also help build strong relationships between you and your audience. A website can act as an extension of your business. It has the capacity to be a 24/7 online business that is working and available to clients and prospects, even when you aren’t. If you put the work in, your website can be a hub of answers for your clients and prospects.
2. Create and build your social media accounts
Gone are the days where a first impression occurs when you first meet and shake someone’s hand, especially in the Financial Services industry. Considering that 70% of the buyer journey is completed before reaching out to a company, chances are your prospects have researched you prior to your first phone call or meeting. Having a strong social media presence that effectively articulates your services, brand and you as an Advisor, can be the difference between a gaining another prospect or a client.
It is said that the millennial generation, also known as your future clients, have an approximate purchasing power of $200 billion. 88% of millennials used Facebook as their main source of news in 2015. When it comes to news, answering questions, a means for entertainment (the list goes on) – we, the millennial generation, will turn to answers or information we find online and share it with our peers.
81% of U.S. online consumers trust information and advice from blogs (BlogHer). Blogging is one of the best ways to have a conversation with your audience by answering their questions in a non-intrusive manner. Blogging is also a great way to boost your websites search engine optimization (SEO) and ranking. Improving your search engine ranking can also help improve traffic to your website, all while building your digital brand.
So, to get you started on building a better digital you, do a quick audit of your existing online presence:
- Do I have a website? Is it mobile friendly?
- Do I have a profile on my company’s website?
- Do I have an account on at least 1 social media platform?
- Am I active on my account(s)?
- Have I blogged?
- When will I start (or continue) to build a better digital presence?
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