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COVID-19 has forced many shifts. Workplaces have moved remote, schooling has gone digital, and honestly, nothing is the same. But, we don’t need to tell you that. What you may not know is that in order to engage prospects and retain clients, you’ll need to make a shift in how you do business as well.

The recent global pandemic has really shone a light on companies who were already operating well digitally and those that pivoted quickly to utilize virtual tools. On the other hand, companies who weren’t prepared and hadn’t invested in digital transformation are struggling.

As we head into 2021, these are the marketing shifts you need to implement in order to continue engaging and converting high-quality prospects in the new year.

Explore digital events.

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Even though you can’t attend in-person events, networking isn’t out of the question right now! In fact, there are many digital events popping up as alternatives to in-person conferences. With the shift, many events are free or incredibly affordable right now, too. Take advantage of this opportunity by attending events in your industry and networking with potential clients.

Check-in more frequently.

Schedule more time with your clients to check-in with them. Everyone is going through a lot right now, and that includes your clients. You should be tuned-in to what’s going on with them so you can provide the most helpful advice at an optimal time.

Consider scheduling a 15-minute catchup meeting and sending a $5 gift card for coffee for them to enjoy during your meeting. This is an easy way to show you care while staying top of mind with clients.

Utilize LinkedIn.

Your digital presence is imperative today as all business has moved online. Financial advisors should use LinkedIn to establish their expertise, connect with prospects, and engage current clients. If you’ve already optimized your LinkedIn, you’re on the right track. If not, go ahead and do so now.

Once your profile is optimized, you’re not finished. It’s key to stay active on the platform by regularly sharing helpful insights, engaging with your audience, and more. Your content should always be aimed at your audience and helping them in some way, never about selling your own services. Incorporate a few relevant hashtags to increase your reach and be sure to reply in the comments. If you’re just getting started, try to aim for sharing 1 post each week. As you’re able to increase your quality content, step up the frequency until you’re posting 3-5 times each week.

Outside of creating content yourself, it’s also important to engage with other user’s content. Look for opportunities to interact with relevant posts in your industry and network. Instead of just reacting to posts, try to share an insightful comment.

Incorporate video.

Now that you can’t see your clients and prospects face-to-face, video is becoming more imperative. However, using video in your sales and marketing outreach isn’t new. Using video on social media, in emails, and on your website is a great way to improve engagement, make your content more personalized, and let prospects get to know you better.

Consider using more video in your social posts whenever possible. If you’re creating a short LinkedIn text post, consider creating a 30-60 second video to accompany it. In your next sales email, try including a personalized video saying what you were going to type. Your prospects will enjoy the fresh outreach, appreciate the personalization, and will be more likely to remember you.

Always experiment.

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When was the last time your business tried a new strategy? It’s a good rule of thumb that companies should dedicate around 5% of their marketing budget to experimenting. COVID-19 showed us how imperative it is to plan for the future and prepare for whatever may happen. If you’re scrambling to move digital right now, you know exactly what is at stake.

Experiments can be as easy as exploring a new platform, like Reels on Instagram, or as significant as launching an A/B test for your email newsletter. Look for high-impact opportunities to increase engagement and drive conversions.

In 2021 and beyond, your company will need new ways to engage and convert prospects while retaining clients. If you aren’t yet taking advantage of the above strategies, now is the time to start. Even after implementation, continue to evaluate and adjust. Companies that regularly test new marketing and sales outreach strategies will be best poised for ongoing growth.

Explore more resources to grow your financial advisory firm in 2021 and beyond.

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