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Educating Clients In A Confusing World
Given the ongoing turmoil in the financial markets and the economy in general, financial advisors continually face an uphill battle when it comes to explaining their value to current and prospective clients. Fortunately, this is one area where public relations can deliver big dividends.Like most professionals, advisors often get wrapped up in the technical and core management aspects of their jobs, neglecting other core, essential functions such as marketing and communications. Conversely, the client is often focused on one metric alone - returns - making it critically important that advisors increase their public relations savvy.
The benefit of developing a stronger PR mindset is two-fold: 1) Better communications practices can help advisors retain current clients -- something every advisor views as essential and 2) A good public relations program can help advisors stand out from what is even now a crowded pack, making it easier for a prospective client to determine why they should select one particular professional over another.
When embarking on a public relations strategy, the first thing I urge all advisors to remember is that they reside in a very "jargon-laden" world. While an advisor will instantly recognize a term like "socially-responsible investing," clients generally don't. Worse still, there are confusing connotations associated with commonly used terms like "value investing." As I'm sure I don't have to mention here, so often a term like value is associated with meaning cheap, when it's anything but.
For these reasons, advisors need to constantly put themselves in the client's shoes when they're creating messages and themes for their public relations plans. As much as possible, when you read over the key messages you've created, try to think objectively and evaluate whether they really deliver a clear meaning. The need to create messages with a clear meaning brings about one of the few instances when the old axiom "less is more" might not be true.
Even for those who opt to retain an outside PR counselor who has a specialty in financial services, it's vital to realize that the best practitioner can only succeed with the client's help and involvement. Client participation in the initial stages of a PR campaign is critical because the best, most original ideas often pay the biggest dividends.
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 Websites and More
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.
