I have advisors tell me all the time, “I mainly get my business from referrals, so my website isn’t all that important.” They think the job of their website is to attract strangers browsing the internet, and since most of their business comes from people who recommend them, not strangers, it doesn’t matter.
They’re right in thinking most of their business comes from referrals—that will always be the dominant marketing strategy for financial advisors because of what’s at stake. When someone is looking for an expert to help them maximize and protect what they’ve worked for all their lives and make sure they’ll be financially secure no matter what, it’s not a decision they make lightly. That’s why most people don’t start by Googling to find a stranger, they start by asking people they know and trust, “Who’s your financial advisor?”
Any time I work with a new client, I ask them this question:
If I ran into you somewhere and I asked you, “What do you do for a living?”—what would you say?
Ninety-nine percent of the time, I get a long groan and a reluctant answer—in some cases, I hear a solid elevator pitch—but usually also a groan.
These days, a website is one of the most crucial elements an advisor can have in their digital presence arsenal. A website is where you can share your story, where you can host relevant and interesting articles and news, how you can make it easy for your clients to access their accounts and to ensure there’s a way for people to get in touch. Keep reading to learn more.
Have you been struggling with whether or not a blog is worth the investment of your time? It’s you providing information and being a thought leader, and in the realm of marketing, we think it’s worth the time and energy to have one. Keep reading to learn five key ways a blog can help your marketing strategy, as well as some tips for getting started.
I wanted to share something that’s been on my heart and mind for the last few days. It’s basically a silver lining perspective for financial advisors about the great things that I believe can come from everything we’re going through as a nation. I hope this message is helpful for you as you continue to take great care of your clients through this time of uncertainty.