Fastest Growing Advisors Bullish on Thought Leadership

As discussed in my last post, social media is fine for advisors. But, research from The Financial Awareness Foundation’s (TFAF’s) Wealth Advisor Confidence Survey™ confirms that financial advisors find significantly more value in thought leadership tactics that showcase their ability to speak, present, write and charm the press.

The findings are even more striking when looking at the projected financial performance of responding advisors. Firms that expected to finish 2018 with double-digit growth were 1.5 times more likely than less optimistic firms to consider Public Speaking, Publishing Articles and Media Coverage “very” or “extremely” useful (see chart above). 

Unlike firms expecting modest or flat growth in 2018, firms projecting double-digit growth this year were also more likely to find high value in blogging, authoring books and e-books, publishing on LinkedIn, holding client events and producing videos.

TFAF’s annual survey of financial advisor concerns and challenges, conducted in association with HB Publishing & Marketing Company, LLC. asked respondents to rate nearly two-dozen thought leadership tactics. Those in the table above were the ones most frequently cited by advisors as being “very” or “extremely” valuable. In my next post we’ll see how webinars, Facebook, Tweeting, Instagram and other social channels fared—particularly among advisors who were expecting double digit growth in 2018.

Conclusion

We may live in an instant gratification society, but when it comes to resonating with clients, prospects and influencers, research shows you’ll have to hit the neural gym and do some mental heavy lifting. There are no shortcuts, but it doesn’t have to be drudgery. We’re happy to talk to you any time if you’d like some suggested workouts for maximizing your thought leadership gains when you have limited time. You might even find those exercises fun.

There’s much more to this survey.  Check out some of the other highlights here.

Advisors: 10 Signs Your Website Could Use a Remodel

Now’s the time of year when many of you are setting your budgets, goals and dreams for 2019 and beyond. Before that second cup of coffee is finished, the bean counters at your firm will undoubtedly start honing in on that slippery, murky line item called “Marketing.”

You know you need a better website and social media presence, but many analytical numbers people have trouble connecting the dots between a better online persona and new assets to manage.

GET OVER IT!

First, how many potential clients are running for the hills when they find broken links, three-year old content and a site that comes unglued whenever you access it on a mobile phone or tablet? How many prospects who been referred to you are saying to themselves: “If that how they handle their website, what will happen to my hard earned wealth when they get their hands on it?” How many of your clients’ adult children or grandchildren are having their doubts about you as they become POAs and HENRYs (High Earners Not Rich Yet)? How many journalists, speaker bureaus and strategic partners are thinking the same thing after they decide to check you out for an opportunity?

Ouch!

Just like an estate plan, maintaining a professional website is an ongoing activity, not a one-and-done exercise. But, that doesn’t mean you have to do a complete teardown and start from scratch.

My colleague Patricia Creedon shared 10 signs that your website might be in need of a remodel. If more than two or three of her pet peeves sound like your site, it might be time for a checkup. Some of the most common digital potholes Pat sees on advisor sites include:

·        Poor resolution.

·        Weak security.

·        Faulty graphics.

·        Lack of printable resources.

·        Forcing visitors to do too much scrolling.

“It’s not that any of these make a website bad any more than some DIY wiring in your dream home makes the whole house a wreck,” writes Creedon. “But they are areas of concern that if let go, could become real problems because they could discourage potential clients.” 

Here are five more of Pat’s Pet Peeves when it comes to advisor websites.

Conclusion

In today’s digital age, prospective clients are doing as most of their due diligence about you online well before they commit to an initial discovery meeting. It doesn’t matter how strong the word-of-mouth referral is. If your website, LinkedIn profile and other pillars of your online presence are not up to speed, then that prospect is going to swipe left right past your door.

Next!

Our Resources section has more tips and helpful hints. Contact us today for a complimentary review.

#website fails  #website improvement #financial advisor marketing

TAGS: Patricia Creedon, website pet peeves