Financial matters have a lot of emotion tied to them. This means clients aren’t just looking for someone with the knowledge and expertise but also the emotional intelligence necessary to guide them through their financial journeys. There’s a reason why AI hasn’t replaced advisors. People still crave human connection, even if it’s through a screen.
Automated tools lack empathy and emotion therefore clients only trust them to a degree. Conversely, trust is the cornerstone of every advisor-client interaction. That being said, here are ways to bridge the trust gap, market yourself as a trusted financial professional, and create meaningful client relationships along the way:
1) Build a Strong Online Presence
Many clients, especially those under 50, will look to the internet for research when in the market for a new advisor. Your digital presence should precede you. The best websites are user-friendly and get to the point. Make sure yours is optimized for search engines so people can find you when looking for an advisor in the area. Use relevant keywords and write strong meta descriptions to help your cause.
If you don’t have a strategy in place for social media, make this the year you dedicate time and resources to solidifying one. LinkedIn is the ideal venue to share insights, show your credibility, connect with potential referral partners, and find new clients.
2) Network Like a Pro
You can’t expect leads to fall in your lap. Face time can pay dividends when trying to connect with new audiences. Conferences, seminars, and community networking events can be sources of referral partners if you have a plan. Show up with plenty of business cards and a curated elevator pitch so you can speak confidently about your niche.
You might find value in joining community-based professional and service-based organizations like Rotary. These groups tend to attract people who value personal connections and go the extra mile to help out members.
Also, don’t forget that often the most loyal clients come from referrals. If you haven’t already, find the right time to ask your established clients if they’d keep you in mind if their friends and family are in the market.
3) Invest in Content Marketing
A content marketing program can help you stand out when prospective clients evaluate their options. With that in mind, package your insights into blog posts, white papers, and videos that distill sophisticated topics into bite-sized portions. You don’t have to be buttoned-up or stuffy all the time. Inject some levity and humor into your content every now and then.
Email marketing can be a proven way to get your massage across and stay top of mind. Develop a monthly newsletter that summarizes market news, investment tips, and firm updates. Similarly, guest posting on industry websites can help to elevate your stature and direct people to your website.
4) Build Trust and Credibility
It probably goes without saying but fulfilling your ethical and compliance obligations will speak volumes about your character. Be upfront about your fees and services and what clients can expect from the engagement. Don’t be shy about sharing testimonials on your website and in social media posts.
5) Curate Your Personal Brand
You’re not just a cookie-cutter advisor. There’s likely a quality or trait that makes you different from your colleagues. Set aside time to cultivate your unique selling proposition and maintain a consistent brand identity.
Public speaking engagements, whether community-based or industry-specific, can position you in a favorable light. You don’t necessarily have to tackle financial services topics. Having your name attached to something positive is a smart public relations move.
Speaking of smart moves, Docupace can help your firm free up more time for these priorities by streamlining your back office activities. To learn more about the Docupace platform, reach out for a discovery call here.
