“Marketing is a contest for people’s attention.”
These three digital marketing tactics are certainly an important aspect of the “attention getting” process, but they are not a silver bullet. Success in this area requires patience, consistency and, yes, a small investment of time and money for a firm to achieve its positioning and growth objectives. However, when you consider the process investors go through when considering an advisor, it is easy to see how these tools can play a role in informing and encouraging clients and prospects alike. In its recent “Economics of Loyalty Survey,” Advisor Impact identified the following three factors that most influenced investors’ decisions to work with an advisor:
This shows that advisors must earn the trust of prospects over time before converting them into clients. The advisor will not be able to close the client in one meeting. It doesn’t matter where the leads came from.
A well-conceived digital marketing program can greatly help an advisor both develop and maintain meaningful relationships with an investor, beginning with the point of first contact, over the course of what can be a long and mutually beneficial relationship.
Cliff Campeau is a partner with Evolutionize LLC and a regular blogger on financial services marketing best practices. Evolutionize specializes in providing independent financial services firms with a suite of proven practice development solutions, including website development, inbound and outbound marketing tools and compliant social media marketing program support. Campeau can be reached at [email protected].