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:
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
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.