In today’s digital world, vetting your ideas online is a crucial step in the process of naming a financial advisory firm. While it’s always good to brainstorm and gather feedback from clients, friends and family about the name you’re considering, it’s absolutely essential to make sure your name supports the development of a strong digital presence.
You don’t need to spend hundreds of dollars on exercise equipment to work out. You can simply tie on some shoes and go for a run or do resistance training with your own body weight. Those options are completely free, and if you’re not doing them or doing them inconsistently, why would the next logical step be to invest in expensive equipment? The same thinking applies to your marketing tools and resources. Don’t spend another penny until you have a financial advisor marketing plan and have demonstrated that you can follow it.
If you’ve been a financial advisor for any length of time, you know you need a great website. Whether you plan to refresh your current website, change platforms or get a website for the first time, it may feel like you need to become an expert in digital marketing to choose the best option available. With so many built-in features (analytics, social media, newsletters), it’s hard to compare apples to apples when shopping for financial advisor website services. How can you cut through the clutter and truly understand what you need and don’t need? That’s easy: work on your website content first.
In the years that I have been working with advisors to brand and market their businesses, I have seen their opinions on websites evolve. Once considered a largely unnecessary expenditure, websites are now viewed as a mandatory marketing investment. But what exactly are you investing in, what’s the end game and how do you get there? Here are three factors I believe are key for advisors to understand when it comes to websites and their contribution to the bottom line.
I hear it all the time: “No one is doing business with us because of our website.” There is near universal recognition and acceptance in the financial advisory industry that a Google search is the first step in the client-advisor relationship. But just having a website is not enough. If you haven’t maximized the utility of your website, you may be losing out on potential business.
It’s easier to articulate your value when you start your branding efforts with your authentic story. The story is the strategy, the backbone of a brand that is consistent, thus believable – authentic.
What if I told you that you do have a brand, even if you don’t have a logo, a website, or any type of marketing collateral whatsoever? Even if you aren’t managing the way clients and prospects engage with you, they are having an experience nonetheless. That experience amounts to their perception of your value. i.e. your brand.