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Creating a Win-Win for Financial Corporations

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Across different industries, departments have remained siloed. Times have been changing and there is now greater collaboration. Involving marketing in the sales process and vice versa. However, certain financial corporation are not breaking down these silos when it comes to marketing. At the enterprise level, there’s an opportunity to better leverage their advisor teams. When an enterprise is able to engage their sales team in the digital marketing efforts, the result is a win-win-win.

Winning for head office

With budgets that are being reduced and goals that increasing, it can become increasingly difficult for the marketing team to meet objectives.  Including advisors in the marketing process will result in the marketing team growing exponentially with each advisor being able to market to their audience in the best way. It’s a big win for the enterprise in expanding the reach of their brand via the propagation of their content across each of their sales agents digital domains. With the increased in reach of marketing activities, naturally, the enterprise sees a lower cost per lead resulting in a higher ROI for their marketing spend.

Winning for Advisors

While advisors are experts in what their field; they may lack the time, knowledge, or ability to engage in new marketing techniques beyond outbound methods such as cold-calling or traditional advertising. Some advisors may have tried online marketing in the past but didn’t get the results they were hoping for. In providing advisors the platform to be apart of the marketing process. This is a win for the field agents as they will be gaining new economies of scale. They will be able to use the corporate marketing messaging that is relevant to their business and can augment it by creating their own material. The scale of this new marketing abilities could have never attained by way of traditional marketing techniques.

Winning for Clients

Consumers are now demanding a greater access to information. Instead of being educated by a sales-person, they are educating themselves before initiating contact with a company. Furthermore, there exists a distrusts for faceless organizations. If clients can establish a relationship with the corporation they are more open to doing business. Therefore, implementing a marketing strategy that includes advisors is also a win for the client or prospective client. They will have a better understanding of the value of the brand and the offerings. A level of trust and empathy will be established with the advisor that was not previously possible. The reason this was not possible is that the enterprise would market to the prospective client and even if they were convinced, they would not have an advisor to contact. Now, both relationships with the brand and the advisor are built through digital means during the education phase.

In Conclusion

Once the advisor teams have been brought in, it gets really interesting with respect to what avenues each of them takes.  Some may jump right into blogging and pumping out article after article to that specific niche they want to target. Others will become social media wizards and engage on platforms like LinkedIn, Twitter, etc. in spreading their expertise and thought-leadership. While others may just appreciate the ability to leverage the enterprises’ content to stay top of mind with their audience and ensure they’re keeping a regular tempo of communications.

Financial Advisor Checklist: 10 Things Every Advisor Should Be Doing Online

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  1. Mobile Optimized Website.

Digital traffic on smartphones and tablets has now exceeded desktops. Consumers expect a consistent experience no matter what device they are using. If your website is not mobile friendly, you are likely losing business to a website that is.

  1. A clearly defined value proposition and target audience.

Your prospects should have no difficulty understanding what it is that you do and how they can benefit from working with you. Your value proposition should contain one or more of the key benefits that you provide to your clients.

  1. Social Media Presence.

If you’re active on Twitter and Facebook, you should ensure your newsfeed is also visible on your website. Many investors use Social Media as key sources of information to help them better understand investment strategy and advice. In fact, nearly 70% of wealthy investors have reallocated investments, or began altering or already altered relationships with investment providers based on content found through social media.

  1. Engaging Imagery.

Do the images on your current site resonate with your target audience?  Are your images dated? Good quality? Legal? Unique? Relevant? Engaging? Powerful? Emotional? Are your competitors using the same image? Will your audience relate to the image?

  1. Dynamic Website.

Static sites do not perform well with your audience nor do they appear at the top of search results.  It is important to stay on top of updating your site regularly with new topics of interests, blogs, articles, etc. in order to keep search engines happy, and to keep your prospects coming back for more.

  1. Polls, Events & Community Outreach.

Are you regularly posting polls to your site to allow for audience feedback and engagement? Are you posting forms to allow your prospects and customers to RSVP to upcoming Webinars or events?

  1. Forms & Calls to Action.

What methods do you have in place to capture the information of prospects visiting your site and to convert them into leads/customers?  If the goal of your website is to create sales and get more business, then it is important that your website has effective Call to Actions. Present your value and use calls to action to direct visitors to a contact form, a newsletter subscription, or other call to actions such as webinars or a consultation.

  1. Blogging.

Hubspot reports that small businesses that blog get 55% more website visitors, and 126% higher lead growth than non-blogging businesses. Blogging also helps you to connect and engage with your prospects. It can help you establish yourself as an expert in the industry by helping to solve prospects challenges through content.

  1. Search Engine Optimization.

Are you putting time into the SEO of your website? It is important to constantly keep SEO in mind when creating and updating your website. Why build a website that no one can find? Target keywords that your target audience might search and create new content that targets these keywords. Make sure you are creating META tags for each page of your site. Meta tags are a great way for you to tell search engines what your website is all about.

      10.  eNewsletter

Do you have a method of staying “top of mind” with your prospects and clients? E-mail marketing is one of the most effective ways to stay in touch with your clients and nurture your prospects. E-Newsletters can be one of the easiest ways that Advisors can repurpose their existing content in order to engage their audience, and remain front and centre when prospects are ready to make a buying decision.

 

Guide to Content Marketing

Advisors: 5 Quick Ways to Amplify the Reach of Your Digital Marketing

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Below are 5 quick and actionable tips to help amplify the reach of your digital marketing:

  1. You’ll notice that on each of our blog posts we include a very clean and simple widget that enables our audience to share that piece of content with anyone via their own social networks on such platforms as Facebook, Twitter, Pinterest and LinkedIn.  This widget is provided by the team at addthis.com. You too can enable your visitors to share your content by displaying that widget on your own respective site by downloading it here.
  1. If you’ve been actively blogging for a couple months and have built a base of around 15-20 posts, consider combining some of the top visited articles and creating an eBook offer.  Since eBooks are considered to be higher-value content pieces, you may be able to collect visitor information in exchange for downloading of your eBook. eBooks are a great way for Advisors to collect information from prospects visiting their website.
  1. Interested in driving more blog traffic to your site?  Post a small excerpt of a blog article to your LinkedIn page that includes a “Read More” link pointed back to your website.
  1. On top of posting to your LinkedIn network try sharing the post within a number of LinkedIn groups and communities.  I would be cautious in submitting to forums where you haven’t contributed or built rapport in the community.  Blindly posting to a number of forums, before building a rapport in that group, can be perceived as spam.
  1. Finally, be sure to think about who in your network could also benefit from your content pieces.  Your extended partner community of accountants, lawyers, etc. may have their own digital marketing channels that may be open to sharing your content in the form of a guest blog post or direct e-mail to their client base.  You can track the metrics of who is directing the most traffic back to your site and reach out to these partners. The top referrals should be logged in your CRM as partners that warrant “thank-you” emails and quarterly check-ins.  Staying committed to this approach could some day land you a client who contacted you after coming across your post on their attorney’s monthly eNewsletter.

 

If you want to amplify the reach of your digital marketing download the free e-book today!

Guide to Content Marketing

6 Facts You Shouldn’t Leave Out of Your Advisor Biography

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At Digital Agent, we work with hundreds of Advisors to help them establish an effective and engaging online presence. Describing yourself or your brand in a way that really sells can be a daunting task. It is your ‘’About Us’’ page that introduces yourself to your website visitors, tells them what you do and builds rapport that will hopefully turn them into a client.

You don’t just want to be a name and a job title. Use your biography page to establish your credentials, showcase your expertise, and showcase some of your personality.  You want to give prospects enough information to feel comfortable choosing you as an Advisor. When it comes to composing your Advisor biography, our team suggests including the following 6 points:

  1. Catalogue the number of years you’ve been in the business. Ex. “John Pierre has over XX years of experience in the financial services and insurance industries in the province/state of _____.”
  2. Highlight any clubs or committees you head or are a member of.
  3. List your designations and more importantly, describe what each designation covers and why your clients and prospects should value working with an Advisor that has them.
  4. Talk about any charitable organizations you work with or consult within.
  5. Describe where you grew up and what College you studied at.
  6. Lastly, tell your audience about your family and what you like to do for fun when you’re not in the office.

Your ‘’About Us’’ page makes your online business more human. When you add expertise and capabilities, enter new markets, join a new charity, club or committee; don’t forget to update your About Us page. Make sure your page always matches what you would say if a client were to ask you about your practice today. And remember, do no hesitate to be original and highlight your personality. This page helps to give a face and story to your business, and differentiates you from your competitors.

 

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