Social Media Considerations for Advisors: YouTube

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YouTube, owned by Google, is a free video-sharing social networking website developed in 2005. YouTube allows users to upload, watch and share originally created videos. Anybody can watch and share videos on YouTube but to access additional features a person must register for an account. YouTube users can communicate with each other through comments, responses, shares, and private messages.

YouTube Demographics & Statistics:

YouTube Demographics

  • More than 1 billion unique users visit YouTube each month (YouTube.com)
  • Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth (YouTube.com)
  • 100 hours of video are uploaded to YouTube every minute (YouTube.com)
  • Reaches more US adults ages 18-34 than any cable network (YouTube.com)
  • Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year (YouTube.com)

Financial and Insurance Advisors are always looking for new and more effective ways to communicate with current and prospective clients. Video can be a highly effective medium that can allow you to create engaging content that reaches the masses. But can it be an effective medium for Financial and Insurance Advisors?  You may be asking yourself, how, as a Financial and Insurance Advisor could I use YouTube?

Advisors and YouTube

There is no question that online video is soaring.  In fact, 60% of baby boomers and 40% of seniors consider watching online video on sites like YouTube an important part of their day.  75% of boomers and 68% of seniors report calling or visiting a business or organization as a result of seeing a particular online video.

Many people are looking for a quick and easy way to consume information without having to read a lengthy article. If you are an Advisor that is constantly creating original content and sharing your knowledge, but aren’t big on writing or creating blog posts, creating videos could be a great way to demonstrate who you are, profile your services and attach some personality to your brand.

Establish trust, transparency and an authentic voice

YouTube videos can provide you with a medium to show your clients and prospects who you are, and allow you to establish a trustworthy, transparent and authentic voice. Videos could be used to provide your prospects with useful information and great content. Producing useful, engaging and relevant content via video can help to send the message to your target market that you know what you are talking about. As an Advisor, YouTube videos can also be used to tell your unique story, vision and philosophy to help build a connection with your prospect.

Search Engine Optimization

YouTube is a Google product, owner of 75% of the search market share. Search engines and Google generally love video and reward its own users in their search engine. Uploading videos on this platform can be a good way to help your business’ visibility in Google’s organic search results. Videos are also said to be 53 times more likely to appear on the first page of search results than text pages.

Publishing Videos to Social Channels

YouTube videos can also be embedded or featured on your website, blog or to any of your social networking sites to help increase traffic and brand awareness.

YouTube videos can be used as an effective way to enhance current and prospective clients communications, however, this is not to say that YouTube can replace text all together. As many marketers have experienced, combining multiple channels is exponentially more effective than using them as standalone campaigns. Motivating consumers to connect with your business in more than one way strengthens brand association and motivates valuable engagement.

8 E-mail Marketing Tips for Financial and Insurance Advisors

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E-mail marketing is all about communicating important messages, updates, tips and promotions to recipients that have opted into receiving such emails.  E-mail marketing is an essential element of any marketing strategy and an efficient way to stay connected with your clients while also promoting your business. Despite the rise in popularity of social media, e-mail is still alive and kicking. Email marketing helps to communicate and build relationships with prospects and clients, and helps boost marketing ROI.

The objective of e-mail campaigns is to help connect you with your clients, drive more traffic to your website, and ultimately lead to new business.   Sounds simple enough, right? With the amount of e-mail people receive daily, it can be difficult to make your email stand out from the crowd. Getting people to open your e-mail is a hurdle many marketers find hard to overcome. So, what are some tactics that you can do to get more eyeballs reading your e-mail content? Let’s take a look at some techniques to improve the results of your campaigns:

1) If you know their name, use it!

Studies have shown that if people see their name in the subject line of an e-mail, they are more likely to open it. If they see their name in the body of the email, they are less likely to unsubscribe. People appreciate messages even more when they are personalized.

2) Send your email from a person, not the company.

When you send e-mail from a real person, your email open rate increases. During several tests with over 50, 000 recipients, Hubspot found that personalizing the sender name and email address increased the open rate an average of 3%.

3) Design for today’s devices

Create your e-mails so that they look just as good when opened on a mobile device. Responsive design provides a better experience no matter what device your visitor is on. Approximately 65% of e-mails get opened first on mobile devices so it is important to deliver a great user experience from the start.

4) Don’t include the entire message in your email

Include just enough in your e-mail to explain the value and benefit to them if they click the link. Try to look for opportunities to break your content up into smaller chunks and point readers back to your website, blog or landing page to read more.

5) Consistency

Send your e-mail campaigns at roughly the same times and on the same days so that your audience starts to expect an e-mail from you.

6) Educate first, sell second.

Send content that is meant to help your audience, rather then sell to them. When you freely give your audience something valuable that they’d be willing to pay for, it helps to build trust which can be a powerful selling tool.

7) Place a small headshot next to your signature.

This helps to infuse some more personality into your e-mail and puts a face to your name.

8) Create a catchy subject line

Be specific enough to explain what your newsletter is about but also creative enough to give your e-mail some personality and help it stand out from other e-mails sitting in your audiences’ inbox. Don’t be afraid to do some testing and refining around your subject lines, content and formatting to see what works best for your audience.

Despite all the marketing talk these days about social media, e-mail is still effective in building relationships and attracting customers to your business. E-mail marketing can help nurture leads and pull them through the buyer journey for you.  Try implementing these 8 techniques to help engage your audience and improve the performance of your e-mail marketing campaigns.

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What are some of the tips that you’ve followed to increase your e-mail marketing open rates?

 

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How To Leverage The Buyer Journey To Increase Your AUM

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What’s the relationship between the buyer journey and selling? (if you haven’t read my post on the definition of the buyer journey, make sure you read that one first before moving on.)

Well, as it turns out, the entire profession is changing and traditional selling and relationship techniques are becoming less effective because buyers are becoming more knowledgeable. In fact, they’re coming to the table with more knowledge than ever before and it’s making sales people too transactionally focused (i.e. order takers — please make this trade or please sell this fund).

Understanding the journey can help you connect with your client or prospect on a much more fundamental level. If you’re a financial or insurance advisor who excels, you’ve likely adopted the technique of understanding your buyer’s journey without even knowing it. When you connect with your clients or prospects throughout this journey, it will help you build trust. Why? Because each stage is buyer centric and not sales centric. The buyer doesn’t physically buy or decide to buy until after they diagnosed their problem and are satisfied with their list of solutions to solve that problem. Asking for the sale too early, makes you disingenuous and breaks trust because you’re just in front of the client or prospect for you, not them.

What does this have to do with AUM? What is the relationship between AUM and trust? Well, with my limited financial advice knowledge, AUM is basically all about the amount of money (measured in market value) that an investment company manages on behalf of investors. Is it safe to assume that the more trust that a client or prospect has with you the more they are willing to invest with you and thus increase your AUM? Well, according to Joachim I. Krueger, from Psychology Today, interpersonal trust is defined as the willingness to invest in another in hopes of being rewarded with reciprocity, while accepting the risk of being betrayed. According to this definition, increasing trust levels with your clients, enables a desire to invest in you as an individual and by doing so, they hope to be rewarded with, for example, the reciprocity of service, advice and financial gain and they accept the risk of loss. Higher trust = higher willingness to invest (i.e. higher AUMs).

Here are 3 rules I follow when working your way towards serving your clients or prospects at each stage of the buyer journey:

  1. Be helpful. If they are in the awareness stage, work with them to help them identify the complete picture of their symptoms. If they are in the consideration stage, send them helpful articles or connect them to people who might know more about problem they are experiencing than you do.
  2. Don’t ask for the sale too early. In the movie Glengarry Glen Ross you hear the term ABC – Always Be Closing. This only applies to buyers who are at the end of their buying journey. Yes, I know, you want to make the sale, you want to be the solution to your buyer’s problem, but that might not serve the interests of your buyer and it won’t help you establish trust. Asking too early could actually break trust.
  3. Be authentic. If they are in the decision stage, presenting them with 2 solutions you know they’ll never choose and then your solution isn’t authentic. Have confidence in your practice and business and place competitive solutions beside yours. It will help you weed out customers who might not fit your business and it will help you improve your services or products. Remember the relationship you are trying to establish and the types of individuals you are looking to acquire as clients. For example, clients who are price shopping (vs value shopping) will always choose the cheapest option no matter what. Even if you win their business today, they are bound to be troublesome and costly later.

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Have you ever used any of these techniques in your selling practice?

 

How to Drive Sales Using the Customer Buyer Journey

The Most Common Social Media Mistakes Financial and Insurance Advisors Should Avoid: Part 2

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We often cover things you should include in your social media strategy such as tips, tricks and trends. But, what about the things that you shouldn’t be doing on Social Media? In Part 1 of the most common Social Media Mistakes by Advisors, we covered off the following tactics to avoid in your Social Media strategy:

  1. Failing to have a plan or strategy
  2. Inconsistency in your content themes
  3. Using too many social media platforms
  4. Expecting instant results
  5. Pushing Product or Services

In Part 2, we will cover off 5 more Social Media mistakes to avoid:

6. Neglecting to post regularly

How many times do you see a company create a social network but they haven’t posted in weeks or months? It is important that you post on a regular basis. When you do so, your audience becomes attuned to the fact that you regularly share content and if the content you post and share is useful, they will increase their levels of engagement with you. Moreover, and as mentioned in Part 1, there is nothing worse then going to a Twitter page or blog and the last post is from more than a year ago. It can reflect negatively on your business and your credibility.

7. Forgetting to share others content

The one key element of Social media to note is that Social Media isn’t just media. What do I mean? Well, an example of media could be a newspaper or a website. Many advisors and business owners forget the social element of social media. Sharing, liking and commenting on the content of others is another way to build your audience and is one of the easiest ways to create engagement.

8. Not capturing leads

Many Advisors forget that Social Media is not only about engagement and sharing content but also about lead generation. Be sure to have a mechanism on your website to convert your visitors. If you succeed in sending visitors to your website from Social Media, they are indicating a level of trust with you that’s enough for them to click on a link to go to your website. Examples of ways to capture their information would be to have a newsletter sign up, contact form or a way for them to download a useful e-book or report in exchange for their contact information.

Social Media is a very cost-efficient alternative to expensive marketing strategies that can be used to capture leads.

9. Not using plain-language

Use simple, everyday words. I often use the “grand mother” test where I ask myself if the sentence I just wrote could be understood by my grandmother. Using plain spoken language will also have a higher chance of engagement from your audience since it can speak to them.

10. Waiting for an Invitation

Being proactive on social platforms is another great way to accelerate your ROI. Imagine if you went to a cocktail party or a networking event and stood at the back without ever engaging someone in a conversation. You’re not likely to have very many conversations by taking that approach. Similarly, in social media, not having a voice or proactively engaging in conversation has the same effect. Sending messages, sharing content and being inquisitive about your audience’s problems can help you identify different messaging strategies that help you connect with them.

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What is your greatest challenge in using Social Media for your business?

 

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The Most Common Social Media Mistakes Financial and Insurance Advisors Should Avoid: Part 1

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Social media can be a very powerful marketing tool and I often speak with financial advisors about how social media can help grow and support their business objectives. Here are some common mistakes I often talk about as the ones to avoid when using and engaging on social media:

1. Failing to have a plan or strategy

Social Media should be treated with the same level of thought as every other part of your business strategy. Many businesses on Twitter fail to have a clear strategy around why they are using social media and what they want to accomplish with it. Without a strategy, it can be difficult to deliver an effective message to your target audience. You need a well-planned social media strategy in order to succeed. Some key questions to answer for your social media strategy include:

  • What are the goals of the your selected social media platforms? Are you educating your audience on LinkedIN? Perhaps you are interacting in a group to provide thought leadership?
  • What are the themes of the content you will stick with when sharing content through social posts?
  • How often will you post to social media? Once a day? Once a week?

2. Inconsistency in content themes

If you are an Advisor, it’s unlikely your audience is going to be interested on a restaurant review. While a bit of variety is great, your social networks should have a clear theme that is related to your business. If you specialize in families, produce or share content that would be useful to that audience. Topics on talking to your children about money or how to plan ahead to transfer wealth to your children would be relevant to that specialty. Your prospects and clients should be able to look at your content and have a notion of what your business is all about.

3. Using too many social media platforms

One key theme I’ve consistently heard from business owners is that being on more social media platforms implies you have increased reach. If someone visits your Twitter page and only sees a couple posts from last year, it can send the wrong message to your visitor and impact your credibility.Ask yourself whether your audience exists on the social media platforms that you are considering. Commit to the platform or platforms you choose and execute against a plan. Being good at one thing is much better than being average at many.

Additionally, it’s also important to ask yourself whether social media is right for your business based on your current time availability and the stage of your business. Social media is a great way to connect to other people but the networking aspect of social media is as important as the sharing of content.

4. Expecting instant results

The promise that social media delivers ROI is not false. Much like how going to the gym and eating right promises weight loss and other health benefits. The results, however, in both of these examples are not instantaneous. Approaching social media as a habitual part of your day, understanding that followers and social media engagement take time, and putting trust in the fact that it can deliver a return on investment are the keys to getting results. It is important to remember that social media is all about relationship building, and relationships don’t build over night. It takes time to build up a following on your social networks. Embrace social media as part of your business every day.

5. Pushing Product or Services

There is room for self-promotion on social media but doing it without permission can often send your prospects away. Your audience needs you to deliver content that provides real value to them and helps to solve their problems. Sharing useful and insightful information will help build a level of trust with your audience. Building trust will lead to higher levels of engagement and a captive audience. Having a captive audience is marketing gold.

 

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Social Media has the ability to be a very effective method of connecting to the right prospects, engaging with current clients and helping to grow your business.  But just like any other business strategy, social media activity should be continuously monitored and adjusted to optimize for impact.

In Part 2 of this series, I will discuss 5 more common social media mistakes made by Advisors.

Do you have stories to share about your social media experiences or mistakes? We’d love to hear about them.

 

Inbound Vs. Outbound Marketing

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Marketing is an inevitable part of any business and is necessary in order to publicize and promote your products or services. Modern marketing is most often split between two main camps: inbound and outbound marketing.  So, what exactly is Inbound and Outbound Marketing?

Meet Inbound Marketing. This is marketing that is focused on customers finding you, often referred to as uninterrupted marketing. It is a method of attracting prospects to your business through creating and sharing fresh, relevant and targeted content. The content attracts a targeted audience through the sharing of information that they consider valuable and choose to engage with.

Inbound marketing strategies include:

  • Websites
  • Content Marketing
  • Blogging
  • Social Media Marketing
  • Ebooks
  • Infographics
  • Search Engine Optimization
  • White Papers

Hubspot reports that Inbound Marketing costs 64% less then Outbound Marketing, generates 56% more leads, and saves on average $20k per year by investing more in Inbound.

Meet Outbound Marketing. This is marketing that focuses on pushing your message out to find consumers who will listen to you. It is often referred to as interruption marketing. Outbound marketing generally casts a wide net with the hope of catching a few customers from a loosely targeted group.

Outbound Strategies include:

  • TV Ads
  • Print Ads
  • Banner Ads
  • Cold Calling
  • Press Releases
  • Direct Mail
  • Trade Shows

Check out this fantastic Infographic, by Volter Digital, which explains the benefits of Inbound and Outbound, and why Inbound Marketing continues to rise in popularity.

Inbound Vs. Outbound Marketing

 

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Are you practising inbound and outbound marketing?  What technique has been most effective for your business?  Share your comments below. 

CRM 2 will empower clients, but will it empower Advisors?

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The Client Relationship Model Stage 2 (CRM2) model will change the way clients view the service their financial advisors provide. It will empower the clients to asses the relationship with their advisor and how they are progressing towards reaching their investment goals.

The CRM 2 bill is generating a fair bit of uncertainty and fear within the advisor community. Some feel the transparency is good for everyone, while others would disagree. Some see it as an opportunity, while others will see it as a major challenge.

We’d like to know what you think. What will CRM2 mean to you? Will the CRM2 empower Advisors, and if so, how? Share your comments and insights below.

3 Easy Steps to Start Your Advisor Blog

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Many of the insurance and financial advisors that I speak to on a regular basis find the task of blogging to be a very daunting and time consuming task. Blogging is one of the most effective ways to drive traffic and is also a critical sales and marketing tactic to connect with your audience. One of my favourite questions that I like to answer tends to be “How do I get started?”. It’s a great reflection of an advisor who’s ready to incorporate digital and content marketing into their practice and of someone who’s ready to do something different in an industry where blogging is not yet pervasive.

Here are 3 steps I commonly talk about to get started.

Step 1: Coming up with topics

If I sat you down in front of a typewriter and asked you to write a book and I didn’t give you a topic that would be pretty hard and you could potentially sit for a few hours and come up with nothing (maybe a title and an introduction). If I did the same thing and asked you to write a book about financial planning you might also come up with nothing after a few hours.

This analogy is often how I think advisors look at content writing. One critical success factor of content writing is the plan. Ok, the plan, what do I mean? Well, much like how you might put together a financial plan for your client, you would put together a plan for content writing. A plan helps to regulate the frequency at which you write and produce a tempo. It also helps take a lot of the guess work out of what to write about next. If I planned on saving up $1200 a contribution of $100 a month for the next 12 months, would arguably be easier than me thinking about the amount to save each month to reach my goal.

So, just how do you come up with the topics? Simple. Here are three questions to ask yourself:

  1. Do you meet with clients and prospects?
  2. Do your clients and prospects ask you questions?
  3. Do your clients and prospects ask you the same questions?

You probably answered ‘Yes’ to all three of those questions. Now, take the next 5-10 minutes and write down as many questions as you possibly can on a piece of paper and then move onto step 2. Write down the questions that come to mind first.

Step 2: Mine for Blogging Gold

Now that you have a list of questions we’re going to do a quick scan of each of your questions. The reason for this is that blogging effectively, involves writing about single topics as opposed to writing an essay. There will be a subset of the questions that you wrote down that might simply result in too large of a blog post. This is where we can dig for blogging gold because the questions you’ve already thought of, might themselves, break into other blog posts. So what do I mean by single topics? Well, it’s kind of analogous to how you might look at a book. An effective blog post would be equivalent to a single chapter while a not-so-effective blog post would be an entire book. Writing too many concepts into a single blog post can cause you to lose reader interest and also make it more difficult for you to complete a post. Here are some good and bad examples of titles that might lead you to write about more than one topic:

Good

  • What is a TFSA?
  • 3 keys to saving effectively for retirement
  • How to save for your next big vacation

Bad

  • Financial Planning 101
  • The INs and OUTs of an RRSP
  • How to choose a financial advisor

Now, take 10 minutes and look at your list of questions and for each topic, determine whether you can break the topic down into more than 1 mutually exclusive topic. For example, “What is a TFSA?” cannot instinctively be broken down into more than 1 mutually exclusive topic as everything points to the topic of a TFSA. “Financial Planning 101”, however, can be broken down into Tax, Retirement, Investments, etc., all of which are mutually exclusive topics. No need to think too long on each question as it should be instinctive and easy to identify the questions that can be broken out. Then move onto Step 3.

Step 3: Plan your Tempo and Topics

By now, you should have a pretty healthy list of questions to answer. The next step is to set up your tempo. How often will you decide to blog. There are definitely rules of thumb when it comes to blogging and in general, the more often you blog, the better your results. That being said, if you’re just getting started, setting up the frequency of your blogging is more important than setting up how much you will blog. Blogging once a week is arguably better than blogging once a month which would arguably be better than blogging once a quarter and so on. Choose the frequency that you feel you can handle. If the frequency you set becomes very manageable, increase that frequency. Remember to start small and then move up from there. Choose the easiest questions to answer first.

Take the next 5 minutes, look across your questions, and line your topics up to your frequency. For example, if you have 12 topics and have chosen to write monthly, that’s one blog post per month. Also, decide whether you will release your blog at the beginning or at the end of the month.

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At this stage you’ve completed a very critical step and are well on your way to becoming perceived as an expert in your area of expertise! With all of your single topics and questions set up, it should be a relatively straight forward exercise to answer the questions you’ve documented! A few key things to remember when you write is that blogging is not about perfection. You’re not designing a rocket to the moon. Obviously spelling mistakes and grammatical errors are unacceptable but outside of that, the world’s your oyster. Write in the way that you would have a conversation with a client or a prospect. Make your readers feel like you’re speaking directly to them.

Remember, your voice is unique. No other person in the world communicates like you. No other person has been exposed to the same experiences that you have.

What’s your greatest barrier to getting started with blogging?

 

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4 Secrets to Writing Effective Value Propositions for Financial Advisors

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As both a marketing and sales professional, one of the hardest things I’ve ever had to create and articulate in my career has been either my own personal or my company’s value proposition. It’s definitely not a feat to be underestimated and it is something that is often over engineered to a point that can be confusing to some readers. I reviewed many value propositions for financial advisors and provided advice and consulting to a number of advisors looking for more differentiation.

Typically, the value proposition lives on the home page of a website, your Twitter profile, LinkedIN company page, your company’s brochure and practically anywhere where you expect to acquire exposure to an audience who knows nothing about who you are or what you do. The primary goal of your value proposition should be to convert your reader. What do I mean by convert? Well, it means converting your reader from being a complete stranger to someone who is willing to take another step towards trusting you and eventually spending money with you (which is the ultimate goal). This could involve clicking on something else on your website, flipping the page of your brochure, scrolling down the rest of your Twitter feed, or reading an article that you either shared or published. These are all considered conversions.

With that goal in mind, here are 4 common areas I tend to talk about surrounding value propositions for financial advisors at the point when advisors are either creating it or considering re-writing it.

Is it relevant to your target audience?

Many value propositions for financial advisors tend to have too much of a focus on the actual advisor or firm. It’s important to describe who you are and what you do, but realistically, that comes at a later step. Keeping in mind the goal of capturing and enticing the reader just enough to convert, the first few words of your value proposition should contain some information as to how you help your reader solve problems. It’s always good to remember that your business exists because it helps solve your clients’ problems. Some questions you can ask yourself to help get you thinking of a reader focused solution statement:

  • What are the top 3 problems you are helping your clients’ solve?
  • If you left your clients tomorrow and never replaced you, what would happen to them in a month, 6 months or a year?

How does your audience benefit from using your products or services?

Another key component to your value proposition should contain one or more key benefits that you provide. A lot of people writing their value proposition statements for the first time tend to fall into the trap of writing about features vs. benefits. For example, the statement, “We provide families with sustainable investment strategies” is a features statement. A “sustainable investment strategy” is a service or an offering. It’s not quite a benefit in the context of the example I provided. How about this one? “We help families achieve financial freedom”. This is clearly more in the direction of a benefits statement. “Financial freedom” isn’t something you can offer “out of the box” but you can implement specific strategies that can help families achieve that goal. One exercise I like to use with my clients to help them with a benefits statement is a fill in the blanks exercise:

  • Fill In The Blanks: The greatest challenge I solve for my clients is __________. By solving this challenge they can __________.

Tip: After writing a benefits statement, ask yourself the question “Why?” until you get to a point where the answer to the question becomes almost philosophical. Let’s take the previous example:

  1. We provide families with sustainable investment strategies. Why?
  2. So they can save enough money. Why?
  3. So they can achieve financial freedom. Why?
  4. So they can live without worrying about debt. Why?
  5. So they can live happily ever after. <– philosophical point of achievement!

Can your audience easily understand your communication style?

There’s many reasons to use common language in such a key part of your marketing material. For websites, using common language will help with your search engine results. Why? Because if you’re using language that your clients or your target audience don’t commonly use, chances are, they won’t be using that language to located your website. The reasons why you would use common language from a marketing and writing standpoint is very analogous. The system and combinations of words we use is how we communicate with other people within our circles of influence. Using words that are not typically in your audience’s vernacular can cause you to lose their attention.

Length

As marketers, one key consideration of any attention grabbing content is our audience’s attention span which happens to be 8 seconds. Keeping your value proposition short and simple are key to a successful conversion.

If you’d like some feedback or help on your existing value proposition, drop me a line!

Question: What are some of the best or worst value propositions for financial advisors you’ve ever read online or seen in your daily life?

 

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Financial Advisors: 3 ways you are hurting your online presence

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These days, everything under the sun is Google-able. Anything and everything can be found online. The World Wide Web has eliminated time and geographic constraints for businesses looking to build their online reputation, connections, and influence.  Although the web has provided us with many great opportunities, there are also ways that the web can hurt your businesses reputation.

Making a poor online first impression

Your website is your business card and the face of your online business. Prospects form an opinion about your business within the first 10 seconds of their visit. This is why, more then ever, it is important to have a professional looking website. A good website communicates to prospects that the owner cares about their business and online image, and it makes the visitor feel like the business is trustworthy. Poor design, or do-it-yourself websites, can communicate business instability and a lack of credibility.

Being too controversial or negative

Original and refreshing content can help you stand out from your competitors and help to create loyalty among your visitors. Solve a problem for your prospects or provide fresh insights into your industry. Predictability is a sure way to lose followers but so is being too controversial. Being intentionally controversial is not the way to get people’s attention. The way you choose to discuss topics will determine people’s perception of you. Be positive, be interesting, but don’t be negative.

You’re not promoting your services

Make sure you are clearly showcasing the services that you offer and focusing on problems that you can solve for your prospects. Prospects need to know exactly what services you provide (so do search engines) and how you can help them. You should also make sure you are including a clear call to action. What do you want your prospects to do? Should they call for an appointment, or contact you through your website?

Your reputation is displayed online 24/7 so it is important to proactively protect your online presence.  Start with your website. Would you rather do business with a professional, well-groomed person wearing a nice suit, or a person who looked like they just rolled out of bed?   The same comparison can be made for people’s impressions of your website, and who they decide to do business with.

Still wondering how to improve your online presence?  We want to help!  Get in touch with us today.