Written by: Kaitlyn Smith
Establishing trust is a key component to achieving marketing success in today’s financial services arena. Financial advisors looking to grow their client bases face fierce competition for new business. An integral way that advisors can build trust and stand out in their markets is by becoming news sources, commentators and thought leaders.
By showing prospective clients that local and national media outlets trust and respect your expertise, you can eliminate credibility concerns. In short, the more your potential clients trust your expertise and abilities, the more likely they are to choose your practice over your competitors.
Earning Trust Through Media Exposure
Readers and viewers tend to trust the outlets that align with their views. So when those outlets give you or your company positive coverage, they are essentially aligning their brand with yours, having an impact similar to an outright endorsement.
Although commenting on something outside of your specific niche in the finance industry might seem counterintuitive, the value of press coverage goes beyond the message or article focus. Earning media exposure and recognition expands a brand’s overall visibility. It puts them in front of new audiences and, if earned regularly, can begin to have a “household name” effect on these audiences.
Failure to establish trust within your target market can stifle sales growth and limit long-term business success. But if you can establish links to trusted sources, you will directly appeal to a primary deciding factor among prospective clients.
Leveraging Your Exposure
With that said, it’s important to understand that being quoted once as an expert in a local newspaper article won’t have a major impact on consumer trust or your bottom line. However, gaining steady exposure in the paper over time will prompt readers to remember your brand and recognize you as a local expert.
Once you begin earning credible media coverage, don’t let your hard work go unnoticed. Sharing your media hits is an important strategy that will increase the likelihood of being recognized by potential clients. Amplify the impact of your media hits by regularly sharing your press coverage on your website, social media pages and in eBlasts. After all, maintaining your brand’s presence is just as important as establishing it.
A good public relations strategy will reach new, targeted audiences by using the media to amplify your brand, expertise and core messaging. Investing in a campaign that will deliver exposure from diverse and trusted sources will set you apart from your competitors and generate increasing returns over time.
3 Strategies to Feel More in Control of Your Investments in 2019
3 Life Insights From the Jeff and Mackenzie Bezos Divorce
Weekend Warriors: Ortho Regenerative Technologies Begins Final Animal Studies in Rotator Cuff Repair
Advisors: A New Way to Build Trust With Your Audience on Social Media
4 Tips to Get Over Your Fears of Being on Camera
Top 7 Questions To Identify Core Leadership Skills
How Technology Is Helping Clients Take a Bigger Role Than Ever
What Happens When Labour Gets Commoditized
Top 10 Video Marketing Trends in 2019
8 Ways to Be Fearless at Cold Calling
Markets17 hours ago
Long-Term Investors: The S&P 500 Is Not Your Friend. Here’s Why.
Development17 hours ago
Again, and Again, and Again: The Way to Build a Great Advisory
Advisor Marketing17 hours ago
How to Integrate a Robo-Advisor Offering on Your Website
Equities2 days ago
MIT Says 2019 the Year That Blockchain Goes Mainstream
Sales Strategy2 days ago
The “Polite” Prospect Can Be the Most Difficult Prospect
Human Performance2 days ago
6 Techniques to Close Deals Faster
Markets2 days ago
Is the Market Rising Due to the Lack of Bad News Screaming at Us?
Markets3 days ago
The Early Bird Sells too Soon