Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s Topic: “What Tools Can Financial Advisors Use to Build Loyalty and Trust Today?”
Financial advisors have a critical role to play during this time of uncertainty. The world faces a health crisis and unprecedented economic pressure. People are anxious and afraid. Many have relatives or friends that are losing hope. It is crucial to keep in mind that this crisis is temporary, and it will pass. Think of new ways in which you can help more people to navigate through this crisis. Finding solutions and expressing hope for the future will produce long-term benefits for everyone. Stay focused on your clients and prospects by consistently gaining their trust and loyalty with every interaction.
To do that, you need both a plan and the right tools. The plan contains the steps that you are taking to gain trust and win loyalty. Your social media marketing strategy must align with your long-term plans to attract new prospects. Your prospects also need a plan – a financial plan – and you can reach out to them by using effective tools. These tools help build relationships as your prospects move through the conversion funnel. Let us look at three important tools that you can start leveraging today.
- Virtual Meetings. The novel coronavirus will have a long lasting impact on the way people work. The workforce has become mobile, and more people will be working from home and using technology to do so. Use this time to become proficient on all the major videoconferencing and meeting platforms, irrespective of your personal preference. Ask which one your prospect favors and adapt to it. Some platforms even offer a feature that enables you to create a personalized virtual background; but if you choose to use a virtual background, test it to make sure it looks real. You can use it to brand and professionalize your meetings too. Plan the structure of your session to ensure a focused and productive meeting. Face-to-face meetings even if they are virtual are a great way to build trust. Use this global shift towards virtual meetings to your advantage.
- Personalized Emails. You cannot build loyalty and trust with impersonal email campaigns or a “one-size-fits-all” approach. Use social listening tactics and design email content that is highly targeted and relevant to your niche. Your communication should align with where your prospect is in the conversion process. Send personalized emails to your existing clients to find out how they are coping. Share specific information that you know will be relevant to their existing financial situation. You can also request to schedule a video call to touch base with them. Connect with them even if there are no changes or recommendations for their current situation or investment portfolios. Building trust goes hand-in-hand with authentic relationship building. Taking an interest shows that you care and that you have made time for them.
- Blog Posts. One of the great things about blog posts is that it gives you a voice to reach an exponential audience. You will be so encouraged when you receive comments from around the country or your specific market area. Design enticing and useful lead magnets for social media to attract more people to your blog posts. Growing a regular subscriber base ensures that you amplify your authority with new and relevant content. It also expands your reach as your audience re-shares your content with their social networks. It is a great way to expand your reach and build trust and loyalty with your audience.
Remember that the actions you are taking today will lay a foundation for the future. Let your prospects and clients know how important they are to you. Your carefully selected content, genuine interest in them, giving freely to help others, and your financial advice will have a significant impact. In turn, they will reward you with their loyalty and trust and hopefully, lifelong friendships too, which will lead to more referrals and ideal prospects.
What is your biggest marketing problem? If it is getting high-value leads let us help; that is what we do! Before you lose another ideal prospect get this and other issues resolved today by going to my website, socialmerlin.com, or click the link here now. You can also ask a question, make a comment, or just get more information, and I will personally respond to you super-fast. Thanks, and see you next week.