The advisor world is changing every day and one aspect that has evolved is how advisors handle prospecting. Client referrals used to come primarily from word of mouth, either through your clients or partnerships with other professionals. These days, advisors need to expand their way of thinking by looking at how they can utilize digital tools in this aspect of their business.
Here are just a few of the ways successful advisors are doing it:
In today’s online world, having an up-to-date website is essential. Prospective clients now search online with keywords to find an advisor near them. Your website needs to include what you do for your client, a bit about who you are and where you are located. This will ensure that, when these keywords are searched, you will come up. Updating your website doesn’t have to be a big task. Start with a simple site that explains who you are, what type of service you offer and how to get in contact with you.
This is where you can highlight how you help prospective clients. What areas of wealth planning do you specialize in? What demographic are you targeting? With a bit of effort and planning, this aspect of your business can be low cost with high impact. On some social media platforms, you can pay to boost your posts. On Facebook, for example, you can target your posts by region, profession or even interests.
Hosting webinars on specific wealth planning topics is great for prospecting. Invite your online following or ask current clients to invite friends and family. By educating your audience, you gain their trust while positioning yourself as an expert. Webinars are low-cost and can be used more than once as you can record them and use them for content on your website and social media pages.
We talked a bit about your online presence through your website and social media but it’s also important to join with companies that specifically match clients with advisors. Companies such as Advisorsavvy are a great resource for advisors that want clients to be able to find them online. They connect clients with their registered advisors and promote them online.
Although these forms of prospecting might be outside of most advisors' comfort zone, they are low-cost and can attract a much wider audience than the traditional forms.
Advisorsavvy provides a dynamic platform for professional advisors to promote their unique services and experience to prospective clients, through feedback and reviews. HeyAdvisor members get a 20% discount off the first 3 months. Use the code HEYADVISOR.
HeyAdvisor is a digital content library for Canadian financial advisors. We provide infographics and videos that can easily be integrated with email and social media. Review our plans here.