How do I get more clients in the financial adviser business?

Have a solid social media presents and always post regular blog updates. This boosts search engine rankings and lets Google know that your site is active. Google’s web crawlers hunt down new content and make the best content relevant people who search for certain keywords or phrases.

You as a financial adviser can get more clients in 2020; to turn leads into conversions by taking a few simple steps. We surveyed 35 financial advisers on closing deals and the results clear.

Become a modern adviser

Financial Advisers are old school when it comes to getting clients. So when we work with a new firm, we always try to bring them into the modern ages.  The best thing about becoming more advanced in the IFA world? It’s mostly free.

Marketing costs and advertising costs can soon balloon out of control and all you are left with is clients that don’t have the money to use your service. Especially now in the fee-only time that we are in. Someone looking to invest £5,000 is not very likely to spend 500 on fees.

Content is king

You might have heard the saying before, and its something you have probably thought about doing more; publishing blogs and keeping your social media “fans” updates about you and your business. But things happen, posts don’t get written and blogs don’t get published.

The idea tempts you in the beginning and you envision mass followers and clients eager for your next blog post. But that fades and all you seem to be left with it’s a blog post form 6 months back that is irrelevant to the current times.

Out of the 35 successful advisers we spoke with about closing deals, writing blogs came up in the top five, followed by social media usage in at number three.

Why is this successful? Should financial advisors use social media?

The Answer to: Should financial advisors use social media is a resounding yes. The option to connect with current and future clients is not only endless but free. We advise all the IFA business we work with to use social media as an extension of emails. That might sound bizarre, but if you see social media as you would email, you will build a solid rapport with clients and prospects.

Many advisers use platforms such as LinkedIn, Twitter & Facebook, and use these platforms to interact with fellow advisors, potential clients and the financial media. Using this platform to comment on media posts can boost your credibility.

The industry we are in is not in a sexy industry. Most profiles with over a million followers struggle to get 100rts (Retweets). They don’t even get that many comments compared to follower numbers. But they do get views.

This lack of interaction form the millions of people following Bloomberg, CNBC, the FT or even the FT adviser means that you can be seen by the millions of people who view the Tweets from those significant names – granted they will have to click the tweet, but none the less, you can be seen and read.  This can lead to more followers.

If you provide valubal comintart under the posts of the big news media firms, people will see you, the media xompmy weill see you and you could be seen as an influencer, you could gain a good following of people who like what you write. Granted you will get mostly people who think the sme as you, if they are your peers that is. But local people wanting your services will see you as someone who has influence and is extremmly knowledgeable – and most of all it const nothing to hit the send button. 

How writing articles can change your business

If you write articles or blog posts, your company can gain form organic traffic – if the right key words and phrases are used. Positioning your business in such a way that gets you to the top of google, or at least on the first page, can dramatically improve your sites credibility and prospect interactions. If you was to search “Financial Adviser near me” into google right now you would see something that looks like this:

<insrt pic of googel search>

We are all familiar with this type of website and most, if not all, advisers use a service like this. The problem with these services is that prospects are bombarded with calls and emails form multiple advisers in that your area. The prospect can not determine who is genuine and who is a poor adviser. Lets face it, we know the public isn’t very educated in the world of investment or investment related products – the industry is set up in that way, its  suppose to sound complicated, when really, once you know the basics its rather simple. Prospects cant see you, they cant see your business, they know your company name, but only because you told them, and they offen do not trust you. Giving out personl information over the phone wth someone who just called isn’t warming.

Doing it ‘yourself’ can benefit you more. other site; say that option foud you organiclly on google, adored your site loved you. they liked how you go about things, how you come across and your reviews are in plain sight; and are honesy. The trust is there as soon as they make that call to your office. It they didnt want to work with you they wound have called. You will start to get better leads and your closing numbers will dramatically improve as it is you who is in control.

How many blogs should I do and what are the options?

The free option that requires you to do the work:

The best way to grow is to write a weekly blog/article no less that 800 words. Gogle likes longer articles, if it prefaired short ones we would be bombarded with mini blogs. Instead we see larger articles leading on the front page of Google.

Understand that SEO takes time, and besides writing for SEO pourous, we need to convince the reader that you are they exper in retirement, investment, financial planning and so on. Tyipicaly we would expect four months before we start to see a specific blog post gain traction. Its important to not use relevant information e.g., “market closed on 14/02/20 at 4% down due to Brexit.”

When a reader organicly finds your content, we should still aim to infor them and eduat them about presions, investing and so on even if they read the article 12-months later. This can  be tricky. However, the financial services sector and the government policys that regulate that sector are slow moving. Its best we write about this, rather than how apple performed in Q1-2020.

Writing about companies and earnings can also have a damaging effect. Forecasting earnigsn is something we do in our equity research service. However, predicting such figures accurately is near impossible.

As equity analysts we know that an exact figure is just guessing an the best we can do is guess with the data to hand – that’s all everyone else does. If we whenre to write a blog on your behalf and assume XYZ corp was do do 7.2bln in revenue for Q1, and when the numbers came out they show 6.8bln, that would look like apretty good call to wall street and investors, but to the average person reading, they would see thoese numbers an see that we got it ‘wrong’. That is why we advise you to write about content that will be relevant in 24 months to come – unkess the governremtn changes police.

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