Financial advisors have long been able to rely on the brand of their parent company when selling. If you worked for a big enough brand, it was easy to earn new potential clients’ trust. Today, individuals want more than a big brand. They want an advisor who is a reliable partner and has their best interests in mind (not just a payday).
Now that remote work is our near-term reality, meeting face-to-face isn’t as easy, forcing financial advisors to find new ways to connect with their clients on the same intimate level they used to. Individuals want to buy from and work with people they like and professionals they trust. Social media and email outreach give financial advisors the perfect opportunity to connect with potential clients and existing clients on a more personal level.
Where should financial advisors have an online presence?
Every financial advisor should be on LinkedIn. Having both a company page and an individual profile is key to effectively driving traffic. Make sure both are up-to-date and compelling.
If you work for a smaller company that doesn’t yet have a website with a blog, it’s a good idea to get one set up! Having a website that only shares your team bios and a contact form is not conducive to bringing in clients today. Make sure your website is demonstrative of your company — it should be clean, modern, and appear trustworthy in order to attract and convert visitors.
The age of your desired clients will determine where else you should have an online presence. Suppose you mainly work with individuals who are 35 and older. In that case, you should have a Facebook page (not a personal profile) set up for yourself with information about your services and the organization you work for.
If you’re targeting individuals under 35, Instagram is the place to be. Set up a business profile for yourself with links to your website and contact information in your bio.
What should financial advisors post online to build their brand?
The best content financial advisors can post online is educational content that helps their target audience understand critical personal finance concepts. It’s important to talk to your audience in a relatable way using language they can understand.
Suppose you work with millennials and use Instagram to market. Consider creating swipe-through carousel posts that explain basic financial literacy concepts. Go live once each month and have a Q&A session with your audience. Bring topics to start with, then let your audience ask questions and get answers from there. Using videos and photos of yourself will let your audience know you better, while your educational content will show your expertise.
If you’re targeting an older audience, consider creating longer-form content. Write articles and blog posts that explain current market events or describe complicated finance concepts to educate your audience and establish your expertise. Your 35+ crowd wants to know that you know what you’re talking about. Show them!
Always remember to consider who you’re selling to and their previous knowledge. Use language and terminology they’ll understand. Be sure to frame the concepts in a captivating way based on what your potential clients care about.
Land more clients with a personal brand online.
Leverage online platforms like your blog and social media to connect with potential clients. Show off your personality to foster better relationships. Videos and photos can be a great way to do this, especially now that meeting in-person is out of the question. Always be helpful and educational. Show off your expertise in your content by solving your client’s potential problems and making personal finance easier to understand.
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