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Search Engine Optimization

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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.
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Email Marketing Tips

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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.
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Customer Ire Can Create Instant, Widespread PR Problem

I recently received an e-mail from a professional acquaintance to join a Facebook group he'd created to express his ire at the way he'd been treated by a major U.S. bank in connection with a situation involving one of his accounts. While not uncommon, it illustrates a growing problem in an industry where customer acquisition is a cutthroat business.

 

Since it's creation, the page that my friend referenced has attracted 178 members, none of whom say anything flattering about the bank. The complaints range from entrepreneurs who say their line of credit was closed despite no late payments to nickel and diming customers that didn't maintain at least $10,000 in combined balances. While it's certainly the bank's prerogative to set policies and decide which customers it desires to have, the rapid spread of information means that financial professionals -- and most any other customer-facing business -- must be constantly monitoring their online reputation so they may respond to crises before they erode the brand.

 

It's true that financial advisors aren't likely to face this level of vitriol since their client base tends to be locally-based and much more loyal than a typical commercial bank. However it's to the advantage of every advisor to do anything possible to engender loyalty. From a PR perspective, one of the most useful tools to do this are newsletters. While many advisors do use newsletters, all too often they contain canned content with nothing particularly relevant to their client base.

This approach may certainly be cheaper, but it does little to increase the value of your brand. A good newsletters should contain things like personal messages from the advisor that reflect the current market environment and address many of the things on the minds of your clients. If you offer any sort of custom index for your clients, include information on its performance over the past quarter and how that compares to the major indices that are relevant. These are just a couple of things that can be done to greatly increases the value of newsletters, but the possibilities are many.

Another great approach is to invite feedback and content suggestions from your readers. This will make your newsletters take on more of a "community" feel, which will greatly increase their relevance and impact.

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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