/ 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.
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Financial Advisor Branding—Elements to Focus On
/ by Don Connelly / Marketing Yourself / 0 comments
One of the most significant challenges facing financial advisors trying to grow their practice is it takes time, resources, and a well-conceived marketing strategy to get their stories out to the right audiences. While it involves strategically utilizing digital marketing and producing targeted and relevant content, the path must be paved by building a solid brand and reputation.
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Niche Marketing: Narrowing Your Focus to Attract More Quality Prospects
/ by Don Connelly / Marketing Yourself / 0 comments
In recent years, the commoditization of investment advice has forced an increasing number of financial advisors into offering more comprehensive financial planning as a way to add more value to the client relationship. As a result, the financial planning space is becoming much more crowded, making it difficult for financial advisors to stand out.
That is why many practice management consultants recommend that financial advisors establish a niche to more quickly build their businesses, focusing on a more targeted market they can dominate rather than a broader market they can vanish in. The key to differentiation in a crowded field is to become more focused and specialized to become recognized as the best-of-breed for a specific type of clientele that can be served profitably and effectively.
Successfully crafting a niche is not without its challenges, and most advisors avoid attempting it for fear of narrowing their field of prospects. However, any advisor who has found success in a niche will tell you that, while you may narrow your field of prospects, you increase the likelihood that a higher percentage of prospects in the niche will choose to do business with you.
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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.
Read more
4 Critical Issues Facing Financial Advisors Right Now
/ by Don Connelly / Best Practices / 0 comments
In the year and a half since the beginning of the pandemic, the financial advisory industry has undergone massive change, impacting the way financial advisors practice their trade as well as the behaviors and habits of clients. Much of that change was underway before COVID but has accelerated or come more sharply into focus because of it.
Advisors have done well to adapt to changes precipitated by the pandemic—becoming adept at virtual communications and navigating the uncertainties of a troubled economy. However, in the wake of these changes, several issues continue to overshadow the industry, requiring advisors to switch from survival mode to aggressively managing them not just to survive but to thrive.
In the next couple of weeks, we will delve more deeply into some of these issues, the challenges they present, and how advisors can meet them head on for a greater chance at success. Among the many vital issues advisors are facing right now, here are four they must contend with in the immediate future.
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Five Reasons Why Financial Advisor Should Include Direct Mail in Their Marketing Strategy
/ by Don Connelly / Marketing Yourself / 0 comments
In a digitally dominated world, your clients and prospects are overwhelmed by emails, text notifications, pop-up ads, and other forms of instant communication. With many financial advisors adopting a digital-first approach to marketing, it may be time for advisors to go back to the tried and true—direct mail. While it’s true that digital marketing has become the sleek and shiny way to attract clients, it may not be the most effective.
Direct mail is far from dead and, in fact, might be your salvation for reviving your lead generation. Here are five reasons why that may be.
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