Marketing Tips

Search Engine Optimization

Learn the top factors that affect your search listings, tips for website construction, how to develop and organize SEO-friendly content, how to use Google My Business, and the importance of social media on SEO.
 

Email Marketing Tips

Learn about compliance, how to build your list, get suggestions on how to create a strong cam-paign, master the art of creating a powerful email, get tips on lay-out, learn how to create strong calls-to-action, and get subject line DOs and DON’Ts.
 

The Importance of Acting on Feedback

As important as soliciting feedback is, failing to take action on the recommendations your clients offer can wipe out all the benefits. It can, in fact, be worse than never having asked in the first place.
The new study, Anatomy of a Referral, documents the importance of the role of feedback in client engagement. In the survey, 74% of engaged clients had been asked for feedback and, importantly, 72% reported that they believed their input was important. Systematically gathering feedback can be a strong driver of engagement. Ignore the advice, though, and all those benefits disappear. Let me offer an example of the implications of not following through.
I had worked with a financial planning firm that was proud of how thorough and detailed its financial planning process was. They found out through surveys and their advisory board that clients could not understand or appreciate the dense tables of numbers that populated their financial plans. They appreciated the firm's expertise and commitment to the planning process, but had difficulty relating to the output. The client advisory board recommended replacing much of the output printed in the financial plans with a few simple graphs.
Planners at the firm resisted. They were proud of the extensive plans that they wrote for clients. The firm did not make any substantial changes to its financial plans. Once enthusiastic advisory board members gradually stopped coming to meetings. Some of the firm's most engaged clients declined further participation. There was no meaningful change in the number of referrals the firm received. Eventually, the firm declined to renew our contract to run the advisory board. In the end, they held an advisory board because they thought it was the thing to do, not because they were open to change. Client satisfaction, and the number of referrals the firm received, did not improve. I cannot say what effect this experience had on the influencers who had participated on the advisory board, or how it affected what they said about the firm to others, but it cannot have been positive.
Ask your clients what you do well and what you can do to improve. If you want more referrals, make sure you act on that advice.
 
Get a free copy of my new white paper automatic Referrals for Financial Advisors, Leveraging a Client Advisory Board in a Referral Marketing Program, here.

Questions?

How and why does the Advisor Products system work?

In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.

A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.

  • Differentiate you from competitors
  • Expose clients and prospects to your brand message more frequently
  • Build an ongoing relationship with customers
  • Increase your follows and fans on social media
  • Drive more prospects to your website
  • Help convert prospects into leads
  • Increase number of pages indexed in Google
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Seeing is Believing.

See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.

 

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