Power and Pitfalls of Digital Marketing

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Building a positive professional reputation is a journey. Fortunately, digital media marketing has facilitated this process. The rapid advancement of website development allows you to launch a professional and beautiful website quickly. Social media marketing enables you to push out coordinated messages across many social media platforms—LinkedIn, Twitter, Instagram, Facebook, etc. In addition, social media publishing websites like Hootsuite, allow you post on multiple platforms at once. Even more, people are now able to find you easily and quickly. The ubiquitous Google search reveals loads of information, and there’s the rub!

A 2018 Pershing study of investors revealed that one in three investors searched advisers on Facebook and over 50 percent decided to reject the adviser based on their personal Facebook, not their LinkedIn profile or their website. Wow! This is a sobering reminder that everything impacts your success. Even lack of presence affects your brand; not having a presence can be as damaging as having the wrong kind of presence.

I recall coaching a father and son team together. The father was actively resisting a digital presence. His son was unable to persuade him of the importance of having a digital brand. When I explained that having no digital presence was the same as having no business card, no brochure, no sign on the office door and no listing in the phone book, the father immediately became an enthusiastic devotee of digital marketing.

Given the power of the Internet to enhance (or diminish) your professional reputation, guidelines are helpful. I recommend the 3 D’s of digital communication: discreet, diplomatic and dignified.

Deeper Dive into the 3 D’s

Discreet: Discretion was revered at one time. It was considered boorish, rude and self-centered to endlessly disgorge personal details. This is particularly true for older clients and prospects. Discretion will only enhance your brand.

Diplomatic: Children are taught to be considerate and not hurt other people’s feelings. That’s diplomacy in a nutshell. Some clients will not care about your personal social and political views, but others will. Aim to be a Rorschach test. Allow them to interpret you, from their point of view. Everyone likes their viewpoint affirmed.

Dignified: Self-control, moderation and honorable behavior are hallmarks of being dignified. Dignity wraps us in a pleasant, peaceful and respectful aroma. Can you imagine if everything posted on the Internet was dignified? How delightful that would be!

The 3 D’s of communication protect your reputation from the damaging 3 I’s of the Internet, the mundane posts that are inane, the strident that are irritating and the belligerent that are insulting.

Resources for Planners

Since a major tenet of social media marketing is sharing valuable content, there is a great deal of good guidance available from industry experts. Start with the eye-opening Pershing study: “Advisor Value Propositions: How Advisors Showcase Their Value to Investors—and What Investors Secretly Think.”

Then ask peers and business advisers for more resources to build your brand. Five favorite resources recommended by marketing gurus include:

  1. Social media management: Hootesuite and top 6 alternatives for 2019
  2. DIY beautiful websites: WIX or SquareSpace
  3. Logo and marketing design: 99Designs
  4. Freelance marketplace for hiring pros: fiverr
  5. Self-publishing for e-books and print books: Amazon-owned Kindle Direct Publishing (formerly CreateSpace. Amazon merged KDP and CreateSpace in 2019.)

Feel free to check out the articles and tools at Barbara Kay Coaching. Even better, reach out and I’ll help you connect to the right resource for your interests.

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Barbara Kay, LPC, RCC, president of Barbara Kay Coaching, is a business psychology and productivity expert who coaches and speaks nationwide. She specializes in growth, productivity, teams, clients, change, women and leadership. Joining the FPA Coaches Corner in 2019, she now offers free coaching to FPA members.

One thought on “Power and Pitfalls of Digital Marketing

  1. Thanks for sharing all of your experiences!

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