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Deja Vu All Over Again: The Same Mistake Advisors Made With Websites A Decade Ago Are Being Made Again With Social Media
Advisors and broker/dealers are making the same mistakes in adopting social media that they made in the late 1990s in adopting websites: Strategy is ignored, they’re looking for low-cost solutions, and they’re choosing the solutions where the effort by the advisor is minimal.
I talk with advisors, custodians, and B/Ds all the time, and I am seeing them all make the same mistakes they made in the late 1990s with websites. Everyone wants a deal. Everyone wants a free lunch, even though we all know there is no such thing. Let’s break it down.
Strategy. You can’t start tweeting or creating social media profiles without first defining your strategic goals. I spoke with an advisor yesterday who is tweeting and blogging all the time. But when I asked the advisor who is target clients are, he said he did not have target clients.
Posting content with no idea about who you’re trying to reach is like getting in a car and driving without a destination. Your target clients—Indian doctors, small business owners in Lakeland, Florida, widows in Kansas City—must be defined, and then you can post content targeted to them. While you may get few hits, the people who will read your content are those who need it. They’re be brought to it by search engines based on your use of keywords they care about.
Low Cost. In the late 1990s, cookie-cutter template websites were sold to advisors as a solution to getting on the Web and they’re still the predominant solution. That’s because they were inexpensive. What everyone failed to say is that without planning your marketing strategy, writing effective marketing copy, and frequent updates, your website probably won’t do much for you.
Advisors must realize that the technology behind social media and websites is not all that challenging to create in template fashion and automate. What takes time and costs money is creating your own original content.
Your Ideas Are Valuable. Low-cost automated solutions for pushing content out to your clients and prospects are useful but cannot replace you and your ideas. When the market plunges, clients want to hear from you.
Whether you write a blog, make videos, or use status updates to communicate ideas, the key is communicating your own ideas. Low-cost solutions can augment but not replace your personal ideas.
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
What products and services do you offer?
Can I buy services if my website is not hosted with you?
What can I expect during the onboarding process?
What if I have questions after my website is built?
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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Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
