build online influence Archives - Don Connelly & Associates

For Highly Ambitious Advisors, Influence + Credibility = Thought Leadership

/ by Don Connelly / Marketing Yourself / 0 comments

Becoming a thought leader enhances your personal and professional stature within your industry and community, making you much more appealing as an authority and person of influence. When an advisor is viewed as a true thought leader, they attract the attention of influential clients who use their influence to refer other influential people.

As previously discussed on the blog, content is the key to building influence. Producing compelling, thought-provoking content delivered through your website, a blog, and emails, is how you establish your authority in the field. The more it is viewed, the more influence you can build, which is where social media comes in. Posting your content on LinkedIn, Facebook, Twitter, and other social media sites expands your potential audience and builds your online influence.

But that’s just the beginning. While influence is critical, without credibility, it can be fleeting. Blogging and social media engagement are essential for building thought leadership, but when you can share your thoughts in high-profile settings you gain invaluable credibility.

Authenticity: The Key to a Favorable First Impression

/ by Don Connelly / Managing the Relationship, Presentation Skills / 0 comments

No doubt you’ve heard the old axiom, “You never get a second chance to make a first impression.” And it’s tough to fix a bad first impression, especially in a world where some clients are predisposed to not trusting financial advisors. That’s a high hurdle to overcome when first meeting potential clients who may be looking for any reason to walk away.

You’ve probably also heard that the human brain processes information about a person’s face and mannerisms within a matter of seconds, leading to a quick conclusion about their abilities. The hurdle just got higher.

It doesn’t matter how old you are or how long you’ve been in the business. Potential clients instinctively weigh and measure you, not by your expertise, capabilities, or knowledge, but by how much they think they like you. They’re looking for someone they can trust, and most people can’t trust someone they don’t like.

How to Create a Digital Marketing Strategy

/ by Don Connelly / Marketing Yourself / 0 comments

An increasing number of financial advisors are catching on to the fact that most of their clients and target market reside in a digital world where, if they fail to connect with them there, they risk becoming irrelevant or obsolete. Email, the internet, and social media have transformed the way consumers conduct their lives, and their influence now surpasses all other forms of persuasion, including television and print media. The critical question financial advisors must ask themselves now is, “How much digital influence do we have over our target market?”

Now Is the Time to Take Your Video Marketing to the Next Level

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As a result of the covid19 pandemic, both advisors and their clients have discovered the benefits of virtual communications. For clients, it has resulted in more convenient, expeditious, and personalized communications from their advisors, which they value tremendously.

For advisors, it has resulted in greater efficiency, more visibility, and more opportunities to connect with prospective and current clients, which translates into more growth and profitability. To a great extent, advisors have been able to turn an obstacle into an opportunity by adopting video conferencing and webinars with great success.

However, with the adoption of virtual communications, advisors have only scratched the surface of technology’s potential to transform their business. Imagine what could happen if advisors take full advantage of the technologies available today that have increased visibility, customer satisfaction, and retention, and converted more leads in other industries for several years.

Let’s take, for example, how tech-savvy Financial Advisors are turning to video marketing and live streaming as a way to get their message out.

Why It’s Critical for Advisors to Build Online Influence

/ by Don Connelly / Marketing Yourself / 0 comments

The most significant transfer of wealth between generations is underway right now. For Financial Advisors, it could be an extraordinary opportunity, or it could threaten their very survival. Ultimately, it’s a matter of trust.

Do investors have trust issues with Financial Advisors? A study by the CFA Institute revealed that the financial services industry is among the least trusted industry. Only half of those surveyed indicated they trust the financial service professionals to do what’s right. In a separate survey, the CFP Board found that just 40% of investors trust financial advisors to put their interests first.

Of the emerging group of affluent investors, millennial and Gen Z investors – the ultimate beneficiaries of the great $30 trillion wealth transfer occurring over the next 30 years – may be the least trustful.