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7 Things People Hate About Your Advisor Website Part 2

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From people talking or texting during a movie to lousy drivers – we all have pet peeves that drive us up the wall. Just as pet peeves exist in the “real world”, they are also evident in the digital world too.

As a Financial Advisor, you should be aware about some of the pet peeves your prospects and clients may have about your website. In part 1 of this series, we discussed page load times, poor navigation, cheesy photos and your contact information. In this 2-part series, we will go over 3 more things people hate about your Advisor website and how to stop yourself from doing them.

  1. It has an unintelligible value proposition

Who are you? What do you do? What makes you unique, different and better than other Financial Advisors? A solid value proposition is an essential tool to attract new clients, differentiate yourself from other Advisors, all while helping you to create a distinct and recognizable brand.

60% of investors found it hard to distinguish among Advisors because of their value proposition (Pershing).

As a Financial Advisor, you want to create a unique and effective value proposition to help differentiate yourself in the industry and accelerate your business. Your value proposition concisely explains why a prospect needs you as their Advisor, and not your competition. (Read this blog post to learn more about writing a great value proposition).

  1. It doesn’t have a blog

Inbound marketing is one of the most effective ways to grow your business, and comes at a lower cost. In 2015, content marketing generated 3 times as many leads as traditional outbound marketing, but cost 62% less (Smart Insights). Blogging is one of the best ways to attract your target audience by creating and providing interesting and quality content, all while uninterruptedly marketing to them.

Businesses that blog receive 77% more traffic and 97% more links to their website than those that do not. 

Blogging is a means of building credibility and thought leadership, and keeping your visitors coming back. Providing your prospects with useful information will build trust and add value to their experience on your Advisor website. When people search for information and answers – be a source they go to and trust. Your business will greatly benefit from this. As an added bonus, Google loves dynamic websites. Frequently writing blogs will help boost your overall search engine ranking, which in turn will increase your websites overall visibility and digital reach.

  1. It’s not responsive

Have you ever visited a website using your mobile device and had to zoom in with your fingers because the text was too small on your screen? That’s because the website you were checking wasn’t mobile-responsive. With a higher percentage of people using their smartphones instead of their desktop when looking at information online, responsive design has never been more important.

40% of people will choose another result if the first one they land on is not mobile friendly (Sweor).

Digital Agent users – don’t worry, we’ve got you covered.  All of your websites are 100% responsive.

Case studies have revealed that a seamless customer journey provides a competitive advantage, in some cases doubling sales year over year (The Kapost Blog). As a Financial Advisor, you should continuously work to ensure that your clients are happy on all fronts, and that includes digital. To better hone a positive digital customer experience, check out part 1 of the series to help you avoid doing the 7 things people hate about Advisor’s website.

 

4 Tips to Make Your Blog More Socially Shareable

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88% of millennials used Facebook as their main source of news in 2015. As a Financial Advisor, you should be continuously trying to reach a wider audience in order to help build brand awareness and thought leadership. Content marketing helps boost your websites SEO, increasing the overall traffic to your website and ups your position as a thought leader in the financial industry.

Blogs are a great way to attract future clients and keep current clients up-to-date. Here are four tips to help make your blog more socially shareable.

Cut the Jargon

As a Financial Advisor, you’re well-versed in your trade. When it comes to making your blog more socially shareable, however, you’ll want to keep specialized financial vocabulary to a minimum. Always keep in mind that your audience, for the most part, is not comprised of other Financial Advisors who have a background in Financial Planning and are familiar with terms like “annuity,” “fiduciary” and “asset class diversification”.

To make your blog more socially shareable, write simply and clearly. Avoid using jargon, but if you have to, make sure that you explain it in a simple and direct way. Always take your audience demographic into consideration.

Be Mindful of Your Audience

Cutting the jargon does not, however, mean dumbing down your language. Instead, write informative and direct posts about a variety of subjects. You can write about general topics like retirement, or much more specific ones like what you need to know about your RRSP as this year’s deadline approaches. Make sure that they are well-researched and well-written, as clients and prospects will continue to visit your blog if they feel that they are receiving unique, valuable and sound financial advice.

Get Connected

A great way to attract more visitors to your blog is to advertise it on social media. Get connected through the use of social media platforms such as Facebook and Twitter. These platforms will allow you to promote your blog regularly in creative and interesting ways. The key word here is regularly. In order to maintain public interest in your blog, you will need to post frequently. People will lose interest very quickly in your blog if you’re only posting once every few months. That doesn’t mean that you have to post three times a day (in fact, that’s probably overdoing it), but rather that you should come up with a reasonable schedule and stick to it. Websites that are updated with fresh content regularly generally receive significantly higher traffic than those that are not.

Keep Your Word Count to a Minimum

This is a crucial tip. When you’re writing blog posts, don’t churn out a Moby Dick length novel of financial advice. Keep your posts short and to-the-point so readers aren’t overwhelmed or bored. It is important to keep in mind that the majority of website visitors scan a new page, rather than read it word for word.  By keeping your blog posts short and concise, or in list form, it will make it easier to engage visitors who prefer to scan a page.

Just as you keep your posts to a reasonable length, make sure that you stick to the point. As a Financial Advisor, people are visiting your blog to read valuable advice and gain unique insight into financial activities so be sure to fulfill that component.

Social media is a great way to build your personal brand. Making your blog shareable across several platforms will help you keep your current clients informed while expanding your reach to new prospects. An increase in traffic for your website, over time will position you as a thought leader in the financial planning industry. So, if you haven’t done so already – set up a Twitter and Facebook account right now and get to work!

 

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