Advisors don’t need to be digital design geniuses or social media influencers to create and maintain an effective internet presence. Conversely, in 2023 financial professionals must have at least a basic online foothold. Younger generations prefer to operate remotely and digitally, and most retirees are now comfortable with smartphones and social media. It’s a cliche, but we need to fish where the fish are.
The fundamental trinity consists of: your company website, your social media presence, and your local business listing. Once established, these platforms are inexpensive to maintain, make it easy for leads to reach you, and demonstrate that your business is a modern, active, going concern.
Your website should have a clean and professional look. Use a ‘hero’ message on your homepage to showcase what you do, where you can help people, and talk about the services you provide. Include images, highlight your successes, and add testimonials from clients. Fundamentally, ensure there are calls to action on every page and that your contact details are easy to find. You are not selling directly like Amazon—you are looking to turn visitors into leads.
Seasoned producers are sometimes reluctant to try social media. Advisors should see a social presence as an extension of what you already do: engaging with people and making persuasive arguments.
So, what to talk about? There is no shortage of relevant content to share that will demonstrate your relevance and awareness. If a carrier has a new product or an improved crediting rate, that is an opportunity to share. On the softer side, you might tell a story about how you helped a now successfully retired client, or news stories on desirable retirement resorts. The key thing is to post frequently. A social media presence allows you to show that your business is active and relevant TODAY.
For business listings, we really mean Google Business Listings. It has had many names over the years, but it remains one of the best free advertising and branding channels for independent businesses. It is effectively the new Yellow Pages. You will see GBL as part of the map “3-pack” when you search for a product or service. To get in the mix here you simply need to claim your listing (this currently requires submitting a video to Google verifying you are the owner of the business). If you work out of a home office you can still create a business profile that will display in business searches.
Once verified you ‘own’ that digital property and can add detail, photos, and any promotional content about your advisor practice. Your listing will start showing up in relevant search terms, increasing your exposure to people in your area who are actively seeking financial advice.
You know that keeping a lead pipeline going is critical. Traditional methods still have value, but to reach all demographics the digital platforms of a website, socials, and local listings should form the core of your strategy. They will help you compete in a crowded space and provide a foundation for other marketing efforts.