Updated Wednesday, April 23, 2014 as of 1:06 PM ET
Blogs - Idea Exchange
How Advisors Can Maximize Their Digital Marketing Efforts
Thursday, November 15, 2012
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Does anyone remember what life was like before the Internet for the independent financial advisor? From a marketing perspective it was a constant resource and time-consuming uphill fight to overcome the enormous costs associated with creating and printing hard-copy marketing material, to say nothing of the countless man hours invested in knocking on doors and cold-calling potential leads.

Today, times have certainly changed. Now, virtually every independent financial advisor practice has a web page, and while an increasing number of advisors are seeking to make better use of other digital platforms such as Facebook, Twitter and LinkedIn, far too many still do not have a coherent digital marketing plan in place to complement their overall marketing strategy.

The easy part, of course, is simply having a digital presence. Putting that digital presence to practical use, however, is another thing entirely. Indeed, the most successful independent financial advisory practices are now devoting considerable time and energy into devising a clear and easily-accessible digital marketing strategy, using the above social media platforms to greatly enhance the way they communicate with existing clients and prospect for new business opportunities.

But even more than that, the electronic space, more and more, is being used by independent advisors to remerchandise original content on an automated basis over multiple communication channels a priceless marketing tool that allows firms to establish themselves as industry thought leaders and announce firm-wide successes.

(2) Comments
Great article David. Advisors that are following those digital marketing activities are seeing great success.

We are also seeing advisors use video on their websites as well as social media and getting amazing marketing results. A combination of informative motion graphic videos and live action videos of the advisors do wonders to increase credibility.

Posted by Craig F | Tuesday, November 20 2012 at 5:26PM ET
David, These are great tips for anyone looking to build their online presence, especially financial advisors. A couple more helpful tips:

Try including a link-back to your website in the signature of your email. This will automatically drive traffic back to your website and serve as, yet another, lead generating tool.

Additionally, statistics suggest that mobile web use will overtake desktop internet usage by 2014. As such, we urge advisors to double check with their internet providers to ensure that their websites are set up to run from mobile devices.

We posted an article just last month that gives some additional insight into online marketing strategies for financial advisors. If you have time, feel free to check it out here: http://bit.ly/RcC6Mr

Posted by Maggie C | Wednesday, January 23 2013 at 3:05PM ET
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