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.

3 Optimization Tips that Advisors are Missing on their Blog

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In a previous post, we covered the importance of blogging, as a financial advisor! Now, let’s look into some quick and easy ways to improve the quality of your blog! Here are 3 Optimization Tips that Advisors are Missing on their Blog

Optimize Blog Post Titles

The title of your blog post matters a great deal. Your blog post will appear in search engine results, links and on social media sites. Create an informative and catchy title, for each article, describing what your post is all about. If you want to rank high for a particular question or keyword, make sure it is included in the title of the article.

Here are some effective tips for creating attention grabbing blog titles:

  • Include keywords or questions in the title
  • Catchy and to the point – grab the user’s attention from search
  • Use the list approach (10 top, 3 reasons to. Etc)
  • Be a contrarian
  • Use emotional triggers
  • Pose a question
  • Use power words

Your titles will improve with practice. Make sure you are taking a look at your analytics to see which articles are receiving the most amount of traffic. This is a good indicator that the titles you are using are what your targeted audience is looking for.

Picking the Right Image

A picture is worth a thousand words.  People love pictures and so do search engines.  Finding the right image adds another dimension to an article. Image selection is an important part of engaging your visitor. A good image can create an immediate emotional reaction and set the tone of your article.

It is important to pull out all of the stops to help your article get ranked higher so take the time to optimize your images. Google tries to understand the content of images by the text and keywords surrounding it. The most important part of image search engine optimization is the image filename and alt tag. Rename the photo using 4-5 words to tell Google what the photo is all about. The alt tag gives a description to the image in the case the image doesn’t load or display correctly on your website.

Internal Links

If you are writing a new blog post and reference an older article you have written, or a service that you provide, make sure to create an internal link in your article to those pages. Visitors like to travel through websites looking for valuable content, so why not send them to check out your older posts that are relevant? Internal links help search engines index your site and help identify primary keywords. This helps to increase the page rank of linked pages.

So, next time you publish your next blog article, remember these three things before you hit the ”post now” button.

What strategies are you using to optimize your blog? How often do you create and post new articles for your audience? Share your comments below.

 

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CRM 2 and the Rise of Content Marketing

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I’ll start this post with a response from a financial advisor customer of ours (the name is hidden though for privacy reasons) in one of the surveys we performed.

Question: How can having a website with Digital Agent help you achieve your long term business goals?

Response:  “There will be a thinning of the herd for advisors in the coming years as the regulators will require everyone to disclose their fees.  I’ll need to prove to clients even more that I am worth their money. ”

The “thinning of the herd” is what this advisor is referring to as the CRM 2 bill. The  CRM 2 bill, recently passed, is generating a fair bit of uncertainty and fear within the advisor community. This is for a variety of reasons but one of those reasons is centred around how this will change and affect an advisor’s relationship with their customers.

By no stretch am I an expert on this subject but from I’ve read, the bill is essentially legislation, providing the requirement that advisors provide complete transparency into the amount of money they make through their clients. The question is, why does this matter? Why do advisors care that they need to do this?

In the end, in any business, the only time I can think of where this would be an issue really comes down to a question of value. Advisors worry that their clients will focus more on price than value. If I became fully transparent as to the amount of profit I made from a customer, I would only ever have a problem releasing this information, if I believed there to be a mismatch between the perceived value of my product vs the actual price I charge for that product or if I had difficulty articulating the price and value discussion (or proving it for that matter).

CRM II raises the question of perceived value over price. In theory, Advisors who have strong and trusted relationships and who are undoubtedly confident about the value they provide to their clients should have nothing to fear. Advisors who have been reaping the benefits otherwise, should be, and rightfully wondering how to close the value and price gap and in my opinion, this is where Content Marketing should become such a critical part to any advisors’ business looking to overcome the ensuing difficult conversations they are about to have with their customers. Content marketing provides an opportunity for advisors to show how much value they can provide and take the conversation beyond the price level.

If you don’t have a website yet, I implore you, please, get one. It’s no longer an option and you’re one of very few who are still holding out. If you’re not convinced that you need one, read this article and then come back to this one to solidify the business case.

Content marketing is a relatively new term and previously associated with things like Email Marketing. In actual fact, there’s a growing movement around content marketing attempting to redefine and transform the entire Digital Marketing space. Content marketing is a method that individuals, groups, companies and/or organizations use to build trust with possibly buyers of their product or service. It is most associated with blogging and should be core to any small to large business’ marketing strategy.

Here’s a key fact for anyone in marketing: 70% of all shoppers, do their research online before making a purchase decision. What does this mean? This means that before this group of 70% pick up the phone, they’re already doing all of their research online. This means that before picking up the phone and calling you, they’ve already decided what they want to do with you and your business. If I picked up the phone today and attempted to cold call a random sample of 10 possible buyers, the only scenario that ends up with a purchase is the one where they’ve already decided to buy my product or service. The question for you the advisor is, have they made a decision on buy a product or service through you? And if not, why?

Ultimately, and especially in today’s digital age, purchase decisions undoubtedly and ultimately come down to one thing: TRUST. That shouldn’t surprise you. But then, how do you build trust, when 70% of shoppers do all of their research online before making a buying decision. This is the  question that still baffles many business owners today. Traditional marketing tells you that advertising eventually leads to a conversation that you can have with a prospect or buyer. The problem with traditional marketing is that the buyer is already having the conversation with anything they can find online about the product or service they are planning to purchase. Content marketing attempts to address this exact “problem”.

Content marketing is fundamentally about building trust with potential or existing customers and doing it on a platform that can be viewable by everyone. It’s about answering questions that are typically asked by customers in the financial services industry. While so simple, building trust starts with just that fundamental principle: answering customer questions.

Have a question about content marketing and how it can improve and enhance your business? Get in touch with me using our contact form or simply email me directly!

 

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