If you don’t have a website or LinkedIn profile—or you have them but they’re not very strong—then you’re doing the equivalent of inviting prospects and clients to a meeting in a messy office space.
Consumers are hesitant to make even minor purchases (shoes, household appliances, etc.) from companies with a bad online presence because they view those companies skeptically and can’t build initial trust. How do you think this same scenario plays out with someone looking to entrust someone with their life savings?
There are many various studies you can find regarding an investor’s purchase journey and the importance of having a strong website and LinkedIn profile. A strong online presence allows potential clients the opportunity to: (A) get to know you a bit before contacting you; (B) build a level of trust regarding your expertise; and (C) provide them a mechanism for contacting you. But you don’t need to read those studies—common sense should tell you that if you’re going to trust someone with something as important as financial planning, you want to know the financial planner is legitimate. Not existing online or having a weak online presence sends the prospect a signal that you might not be legitimate. Would you trust a professional service provider if you couldn’t find any information about them online?
Taking simple steps like ensuring your web content is up-to-date and reflects your value proposition can help people decide to take the next step in their journey toward finding a financial planner.
SKY Marketing Consultants
Look for the Journal of Financial Planning’s July issue for more marketing tips for financial planners.