How Financial Advisors Can Develop a Compelling Online Experience

financial advisor social media and digital marketing

So here we are, about ten months into a global health emergency. Over the better part of a year, we have seen entire countries go into lockdown, with most of our country forced to work remotely from home.

If having an influential online presence was important before COVID-19, it is a high-priority now. You cannot survive without one. Look, our 2020 plans were through for a loop this year, but there also is a silver lining to it all for financial advisors especially.

Arguably our greatest attribute as a species is our resilience – our ability to come together and prevail through even the most treacherous circumstances.

So, although it has been some year, I’m here to show you how to embrace this new normal to your advantage as a financial advisor. It begins with developing a compelling online experience.

Adapt your Strategy

Due to the vast improvements in technology, many of our daily tasks have carried on the same, with some now automated. However, as a financial advisor looking to attract prospects (new clients), you cannot rely on previous marketing methods that are more than dated.

social media strategy

As a matter of fact, you’ve got to change your marketing strategy quite significantly.

By adapting your outreach and lead nurturing approach, you will ensure growth and sustainability. Although it first may seem a little daunting, once you’re up and running, it is more scalable and predictable, not to mention that the consumer expects it.

You can start shifting your strategy by working on your blog and social media presence. Everyone is at home, which means that most of us are on our devices more than usual, so it’s the perfect opportunity to engage with your target audience.

Try to build your new marketing strategy around giving your readers valuable advice that they can apply to their lives immediately. In other words, use your skills and experience to write guides, lists & tip style blogs, newsletters, and eBooks that are free to download. You will need to publish content regularly, at least once a week, so get creative and use your knowledge to reel prospective clients in.

Use Social Media to Promote Your Content

No one wants to be blatantly sold to. You have to base your social media strategy around providing real worth to your audience first. Sure, when you’ve built up a following, there’s no harm in a self-promotional post once a week, but for now, make sure your posts are giving something worthwhile to whoever they reach.

Your social media channels should be used as a conversion tool to serve as a source of credibility for your business and aid your SEO efforts. Your channels (compliance approved of course), such as Instagram, Facebook, Twitter, and LinkedIn, should always be kept active with relevant, helpful content and should never be directly used for finding new clients.

Content posted on social media should be broken down into the following categories:

Educational content

Educational content should be made up of posts that share helpful, informative, and valuable information to your audience on a topic that resonates with them. Think about what you can teach them about – top tips, how-to’s, infographics, did you know’s, blog posts, industry information, resources, case studies, etc.

Conversational content

Here, it would help if you tried to ask the audience questions and get people engaging with your brand – think ‘fill in the blank,’ ‘caption this,’ ‘give your opinion,’ or polls that they can interact with.

Entertaining content/Inspirational content

It would be best if you weren’t too serious all of the time. Have some fun and create posts that your audience will relate to and enjoy – think memes, quotes, fantastic imagery, motivational posts, feel-good stories, etc.

Brand connection content

As I’ve mentioned in previous posts, you need to make your clients’ experience more personal. Again, have a little fun and showcase what you’re all about. Brand connection content should be focused on behind the scenes, employee features, and your brand story.

Promotional content

Try to build a following first, and once you have, sneak in posts that promote your products, services, specials, deals, etc. Also, make sure to add a call to action so that your followers know exactly what to do should they be interested in what’s on offer.

Use Paid Media Campaigns for Promotion

There are so many ways to ensure your marketing efforts are impactful and effective. Once you publish content regularly and promote it across your socials, you can look at setting up paid ad campaigns.

facebook social media ads

Paid advertising is hugely beneficial because it garners instant results, can be measured, is cost-effective, and ultimately enhances your efforts towards building meaningful relationships with your audience.

Now that you’ve adopted a fully digital financial planning practice, your overhead can be considerably lower, so investing in the right tools to help you develop a compelling online experience is imperative to your success.

At Conneqtor, we have built a comprehensive set of processes that will help you establish yourself as a financial advisor in this day and age. Download our free eBook to find out more.

I hope you enjoyed reading this!

Kind regards,

Derek Notman

The Importance of Robust Digital Infrastructure for Financial Advisors in a Virtual World

robust digital infrastructure

When I refer to a robust digital infrastructure, I am talking about the tools and strategic plan you’ll need to thrive as a financial advisor in a virtual world – technological capabilities and efforts imperative to your success.

Even though modern-day consumers have been using online banking and mobile applications for years, the concept of online financial advisors is still relatively fresh, although quickly becoming a demand and the norm.

The question is, how do you cater to that demand, how do you make your target audience aware of your services? You do by creating a robust digital footprint. And how do you create a robust digital footprint, you ask? By implementing the following crucial online efforts, which form the foundation of your robust digital infrastructure:

Be Social

When it comes to brand awareness, your social media efforts are critical to building your digital infrastructure – this cannot be undervalued. Without a proper social media plan, no one will ever know about your business.

linkedin social media posts for financial advisors

An effective social media plan consists of:

  • Soft marketing
  • Brand awareness
  • Talking about solutions and benefits of the work you do to your target audience
  • Actively engaging with others content regularly
  • Posting about live seminars and webinars relevant to your brand or that you have created yourself
  • Being genuine and transparent with your audience
  • Growing your network
  • Positioning yourself as a thought leader
  • The blending of personal and business social profiles and content
  • Frequently sending direct, personalized messages to your ideal client to build a relationship, not pitch!
  • Collecting email addresses, in exchange for content of value (eBooks, etc.) by directing people to your other channels
  • Video posts (better for engagement)

The whole point of social media is to educate your audience and stay away from pushy sales and products.

Host Live Virtual Seminars

By creating virtual seminars that dive deep into your brand and services, you can engage directly with your audience through live Q&As. You can also record them and post across your social media channels later, resulting in helpful content.

When it comes to the kind of content, you can create multiple presentations for specific topics and, in turn, breakdown and serve your target audience even more. Your virtual seminars can also be used as free giveaways (downloadable), strengthening your relationship and connection with prospective clients.

Have A Clean & Transparent Website

As I’ve highlighted before in previous posts, you can host all your content on your website; this will drive SEO efforts and become your “home” online. Be sure to regularly update it with new content to keep your audience engaged.

Clients should be able to book an appointment with you through your website too, which can be managed through an embedded calendar.

The possibilities are endless, but ensure that your website clearly states who you are, what you offer, and whatever you do don’t forget to list your prices – highlight your purpose.

Build A Mailing List

Now that you are creating excellent content, you can use giveaways (free downloads) to get prospective clients to sign up for your mailing list. For example, you give them a free webinar, seminar, or eBook, and they have to sign up to download it.

The benefit of building a mailing list as that you can retarget to people that you know for sure are already interested in your service offering.

Invest in Paid Ads

A whole other ballgame, but incredibly effective. With paid ads, you can also create an “ideal client” audience to market to.

Paid ads are a necessary investment, but they aren’t cheap. They do, however, garner instant results (you get what you pay for).

Paid ads essentially drive more traffic to your website from search engines such as Google or Yahoo, meaning that the traffic is relevant. For instance, if someone types “Virtual Financial Advisor” into Google, you could potentially (depending on how relevant your content is, and how much budget you have) be the first result that comes up.

This is something you don’t need to do right off the bat, build a solid foundation of digital infrastructure first, otherwise you are throwing digital spaghetti at the wall!

Build Relationships with Other Industry Players

By forming relationships with other industry players, they can potentially become what I like to call “referral partners.”

xy advisor podcast

You can achieve this by guest blogging on another brand’s website, featuring on a relevant podcast, or generating backlinks to your own blogs. Backlinking, in particular, is super useful for building the credibility of your website. When one of your “referral partners” link back to your blog, and they have a high trust score, your content automatically becomes more trustworthy in the eyes of Google.

These relationships are strategic and should be beneficial to both parties.

In a nutshell, being relevant and visible is accomplished by being active online with engaging and highly valuable contributions to your specific industry.

Alright, that’s it for now! I hope you enjoyed reading my insight into the importance of robust digital infrastructure for financial advisors in a virtual world.

To dominate the digital space as a financial advisor, find out more about my virtual advisory system Conneqtor – it’ll transform your business.  Hint hint, we teach advisors how to do all of this in our virtual advisor system…..

Kind regards,

Derek Notman.