Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s Topic: “Why Is a Website Important to a Financial Advisor”
We live in a fast-paced, busy world. Our time is a priceless commodity that we need to invest wisely. We’re also constantly on the lookout for ways to be as efficient as possible – leveraging our time so we can maximize the benefits of our efforts. Many advisors are reluctant to invest time and money on a website mainly because they may view it as a simple online directory that’s not going to generate any new business for them. They’d rather focus on networking through personal interactions and word-of-mouth referrals. So, why is having your own dynamic website essential for a financial advisor?
People, in general, are distrusting – especially when it comes to financial service providers. Up to 80% of people will look at an advisor’s website and online presence before they decide to reach out or sign-up. The mere fact that you have a website communicates that you are an established service provider. When you invest in an online presence it demonstrates you’re committed to your career as a trusted advisor. By displaying your credentials on your website, it gives them the confidence to know that you’re a legitimate professional with the necessary accreditation to provide them with sound advice.
Many people aren’t actively looking for a financial advisor, even though they need financial guidance. They are even harder to reach. By harnessing social media to compliment your website, you can create a powerful lead generation system. Your social media posts can offer enticing lead magnets that connect your niche with your website. You’ll be able to foster relationships and build trust over time as people move through your sales funnel. Your objective is to engage and retain them, and your website is a critical component of that process.
Your website is so much more than an online directory for people to know where to find you. When done properly it creates an overall first impression of quality and expertise. The site’s flow and appearance will shape their opinion of how ordered and organized you are. Even the color-pallet you choose will have an impact on their overall impression. Up to date information and educational blogs communicate that you keep your expertise fresh and relevant. It indicates you stay abreast of market news and legislation to ensure that your advice is on target. All of this will amplify your authority.
People will also access your website to answer two critical questions to determine if you will be a good fit for them.
- WHAT services do you offer; and
- WHO do you offer those services to?
Your website is the perfect place to enticingly serve the answers to those two questions. Once they’ve realized that your services are exactly what they need and that they fit them perfectly, they’re much more likely to get in touch with you to start a conversation. Everyone wants to know what they can expect from your consultation process. It gives them the peace of mind that they are not “being conned” if they see a clear and transparent process outlined.
Your website can become truly powerful when you have a compelling lead magnet linked to it. Prospects will exchange their e-mail addresses for a valuable tool or piece of helpful content. With a growing e-mail marketing list, you can use a drip-marketing strategy to nurture your relationship with prospects over time. Send them enticing snippets of your latest blog to keep them interested and informed. It keeps you at the forefront of their minds when they are ready to choose an advisor. Leverage your website to inform, attract ideal prospects, build trust, and grow your mailing list, and ultimately – to save you time.
What’s your biggest marketing problem? Before you lose another ideal client 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.