Your Website Creates Your First Impression: Be Mindful
For financial experts, having a website is crucial. Almost all investors (98%) believe that an advisor’s website plays a significant role when deciding whom to choose. Interestingly, 42% of investors search for an advisor online, using search engines like Google. This is even more than the 32% who would first ask their family or friends for recommendations.
Given this trend, advisors need to make the most of their websites. It’s their chance to introduce themselves, highlight their unique skills, and explain how they can be contacted. Websites are also an excellent place for advisors to showcase their specific areas of expertise and any certifications they might have. For instance, since 2019, the CFP Board has been giving out digital certificates that advisors can display on websites, allowing potential clients to check a CFP® professional’s status quickly.
According to the “Value of Financial Planning” study conducted by the Financial Planning Standards Board in 2023, Indians are in the top quartile when it comes to leveraging technology to manage finances. A similar trend is emerging globally, wherein across generations, around 4 in 5 are using apps and websites to manage their finances, especially Gen Y/Millennials. By using your website to highlight your expertise and the tailored advice you offer, you might convince more potential clients to get in touch.
How to Create a Digital Brand?
Alright, let’s break this down into simpler terms:
Think of building a website and its content like laying down roads. But once those roads are there, you must keep them busy and lively. That’s where inbound marketing comes in. It’s like the different routes or ways people find out about your business in a positive light.
So, what are these inbound marketing methods? They’re things like writing blog posts, making videos, hosting webinars, engaging with the community, getting media coverage, and getting good reviews and referrals.
It’s crucial to keep these methods active and of high quality. It’s also important to share them on social media and guide people to your website.
If advisors aren’t using all these digital tools and methods to promote their business, they’re missing out on many opportunities.
Also Read: How Certified Planners Can Leverage Digital Platform
Leverage the Power of Social Networks
Think of social networks like LinkedIn or Facebook as tools to spread your news. They’re not just one-way streets but platforms where you can share and receive information. This means you can get your message out to people, including clients and potential clients. Plus, when you share content that reflects your brand, others in your network can help spread the word, too.
This two-way interaction also lets you get to know your clients better. The CFP Board mentions in their guide that some financial advisors use social media to peek into their clients’ financial habits and priorities. By paying attention to clients’ posts, advisors can understand what matters to them, strengthening the professional bond.
But remember, social media isn’t just about business. It’s okay to show a bit of your side, too. Share how you spent a holiday or discuss a charity you support. Posts that show who you are outside of work can help clients see you as their financial advisor and a natural person they can relate to.
Testimonials Matters
Testimonials are an excellent method for demonstrating your worth to potential clients. A robust online presence should feature these endorsements across your social media profiles, in Google searches, and prominently on your website.
These testimonials can be gathered in various ways, including email, social media, website pop-up forms, or even straightforward face-to-face requests.
Client testimonials serve a crucial role in overcoming potential clients’ hesitations about contacting you. They also provide a glimpse into what a future working relationship with you might entail. Given their persuasive power in your online footprint, it’s wise to take full advantage of the opportunity to gather and feature client testimonials now that they’re permitted.
Educate your clients with financial knowledge.
Marketing and online presence often focus on attracting and persuading new clients. However, it’s equally vital to maintain a solid digital interaction with existing clients, focusing on client education.
Providing an educational experience for clients online comes with several advantages. It helps set the standard for what clients should expect from the relationship, encourages them to engage with the financial plan, strengthens your brand identity, promotes a comprehensive planning experience, and helps rationalize your fees.
Here’s how ICOFP is helping students become aware of their online presence alongside our core teachings:
1. Digital Literacy Workshops: ICOFP regularly conducts workshops focusing on digital literacy. These sessions cover everything from the basics of online etiquette to understanding the implications of sharing personal information online. By educating students about the potential risks and rewards of online interactions, we empower them to make informed decisions.
2. Personal Branding Sessions: A robust online presence can set you apart in today’s competitive job market. ICOFP offers sessions on personal branding, where students learn how to create and maintain a professional online image. This includes crafting a compelling LinkedIn profile, understanding social media’s do’s and don’ts, and more.
3. Guest Lectures from Industry Experts: We often invite legendary professionals and experts to share their views on the importance of online reputation management. These sessions give students real-world examples of online presence influencing career opportunities and personal relationships.
4. Ethical Considerations: As future financial planners and professionals, our students must understand the ethical implications of their online actions. We incorporate discussions on digital ethics, ensuring that students recognize the responsibility that comes with an online presence.
5. Continuous Feedback: Our faculty and mentors regularly review students’ online activities as part of their coursework. This continuous feedback helps students refine their online presence, ensuring it aligns with their personal and professional goals.
At ICOFP, we recognize that the digital realm is integral to our students’ lives. By integrating learning on online presence through seminars and workshops, we ensure that our students are not only well-equipped to excel in the financial world but are also savvy digital citizens. After all, in today’s interconnected world, our online actions often speak as loudly as our offline ones.
Stay tuned for more insights from ICOFP, and remember, your online presence can make a difference as a professional. Make it count!
