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Practice Management

Are you still using elevator pitches to promote your firm? Marketing tactics have moved on, and so should you.

This Practice Management article is intended for financial advisors only (registered representatives of broker/dealers or associated persons of Registered Investment Advisors).
 

As communication trends and consumer demands change, so must an advisor’s marketing strategies. Of the trends that will blossom in the coming year, these five will most affect how advisors conduct business. As you prepare for 2017, consider integrating these developments into your marketing plan.

Show And Tell

In business school, marketers and entrepreneurs were told the elevator pitch was essential for landing business. This pitch was designed to be a quick rundown of who you are, what your credentials are, and what services you provide. While these elements are still critical for defining your practice, the technique has changed. Now, the focus is on a well-told story.

"When competing against thousands of other financial advisors, it’s no longer enough to highlight your services and credentials."

Sharing your unique narrative of how and why you got into the business is more compelling than listing your degrees and work history. On your website, show visitors who you are through content, videos, and images. Use your story as your elevator pitch when you meet with prospects or hold events to keep your message consistent.

Demand for Case Studies

When competing against thousands of other advisors, it’s no longer enough to highlight your services and credentials. Some 81% of consumers conduct online research, and seven in 10 seek out opinions before making a decision.

Case studies are ideal for advisors because they differ from the prohibited testimonial. At their core, case studies are stories about how you helped an anonymous person solve a problem or overcome an obstacle. They’re a good marketing asset for advisors because they add dimension and show the power that advising can have with real people.

Republishing Your Content Is Key

You won’t see results from your blogging efforts if you don’t spend time republishing and sharing your content on other channels. Marketers now are republishing their content on multiple sites to give their content more exposure and drive more traffic to their website.

After you write a blog post, follow a post-publication checklist like this:

  • Send your article via e-mail to your contacts.
  • Post a segment on LinkedIn’s publishing platform and link it to the rest of article on your site.
  • Share on Facebook and Twitter.
  • Submit to content aggregators, like Flipboard.
  • Repurpose your blog as a presentation on Slideshare.

Less Is More

New social media platforms emerge every few months. Some quickly fizzle out, while others—such as Snapchat—join the major players, such as LinkedIn and Facebook. In the past, marketers have jumped on as many social platforms as possible. However, this practice is shifting toward refinement.

In 2017, marketers and businesses will focus on one or two platforms that work best for them instead of spreading themselves thin. For many advisors, this likely will be either LinkedIn if you cater to professionals or Facebook if you work with pre-retirees and families.

Local SEO Rising

In the past few years, the number of local searches—defined as a search that includes a location in it—has doubled. Now, more than 70% of Internet searches are for local business services and 59% of consumers use Google each month to locate a local business. This has contributed to a greater focus on local SEO strategies, namely local business listings.

Local business listings are online directories that contain information about your company. The more directories that include your listing, the more places people can find you. You’re also more likely to appear higher in search results. You can either search for listings and manually submit and manage them or use an automated local listing service.

By staying up to date on the latest trends and adjusting your strategies to your prospects’ preferences, you should see an increase in new leads, more referrals, and greater client interaction.

—by Craig Faulkner
Craig Faulkner is the CEO of FMG Suite.

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