Making it work for you: websites and social media for financial advisers

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Is social media hype or happening? What do I really need my website to do if it's not the main way clients communicate with me?

Two very valid questions for financial advisers to ask. In this presentation - originally delivered at the threesixty events throughout October and November 2013 - Jon provides an introduction for financial advisers to the many ways a website can become your marketing hub and what it says about you to your clients and potential clients.

After the website is set-up, it's time to look at social media; how can you get started and which networks are worth looking at? How can you remain professional whilst showing off the personal side of your business?

The presentation forms an easy introduction for any financial advisers who need to look at a new website or are interested in what social media might have to offer them.

Published in: Marketing, Technology, Business
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  • Must align to the business goals and visionWHY? – Prospecting, credibility, reassurance, contact, client selection, enquiry engine? Recruitment?UNDERSTAND YOUR AUDIENCEWHAT IS YOUR BUDGET?CHOOSE THE RIGHT DEVELOPER
  • TRUST70% of the buying decision….
  • You have to look goodDesign engenders an emotional responseBrand – hand test
  • The language you useYour voiceCasual or formalPeople read less on the internet
  • People photosRelevant contentTestimonialsCase StudiesUp to date blogsSocial feedsContactIt all costs time and resource to keep fresh.
  • Set up monthly reports
  • SET UP YOUR SITEKEYWORD TOOLSLINKSOUTREACH
  • Must align to the business goals and visionWHY? – Prospecting, credibility, reassurance, contact, client selection, enquiry engine? Recruitment?UNDERSTAND YOUR AUDIENCE
  • TRUST70% of the buying decision….
  • WHO – Professional ConnectionsWHERE – Which platforms
  • Ensure your brand is visible….TWITTER – The barLINKEDIN – The restaurantGOOGLE +
  • Making it work for you: websites and social media for financial advisers

    1. 1. Making your website work Jon Pittham November 2013
    2. 2. Begin with the end in mind…
    3. 3. Why does the prospect or client buy from you?
    4. 4. How you present your services to a client or prospect will have a direct impact on the perceived value of those services
    5. 5. Design matters
    6. 6. Content is king (possibly)
    7. 7. Build credibility and provide reassurance • • • • • • • • • People photos Relevant content Testimonials Case Studies Up to date blogs Social feeds Contact Client portal Media centre • Video • Podcasts • Guides and white papers • Associate sites • Affiliations and accreditations • Event section • CSR • Extranet
    8. 8. Some other important bits… • Have the right content management system (CMS) • Understand how your site will be managed • Set up for Google • Security and back ups • Understand the metrics
    9. 9. Track visitor activity
    10. 10. How to generate enquiries
    11. 11. Google Authorship
    12. 12. Google Places
    13. 13. Pay Per Click (PPC)
    14. 14. Inbound Marketing
    15. 15. We created this cool new video and we’re going to need you to make it go viral Erm…this is a 22 minute video about our investment philosophy and process Right. Let us know when it’s gone viral.
    16. 16. Future trends • Design is fundamental • Swipe or click? – The user experience at the centre of design – Sites are becoming ever more fluid • Review sites becoming more important • Increasing social element
    17. 17. Reality check… • You’ll need a new website every 3-4 years • You never know how many opportunities you’re losing out on • Don’t jump on the ‘social’ band wagon if you don’t need or want to • Dare to be bold and different
    18. 18. Questions?
    19. 19. @clientsfirstUK @jonpittham 0845 3037788 www.clients-first.co.uk
    20. 20. Social media – hype or happening? Jon Pittham November 2013
    21. 21. Begin with the end in mind…
    22. 22. Why does the prospect or client buy from you?
    23. 23. Social media is only one piece of the jigsaw
    24. 24. Six key steps to success 1. 2. 3. 4. 5. 6. Understand your target market Be clear on your message Build the platforms Create the content Distribute the content Monitor and engage
    25. 25. 1. Understand your target market • Who are they? • Where are they?
    26. 26. 2. Be clear on your message • • • • What is it your stand for? What is your voice? Have an opinion Consistent visual identity
    27. 27. 3. Build the platforms
    28. 28. The important ones… …and your website
    29. 29. 4. Create the content
    30. 30. …and use someone else’s!
    31. 31. 5. Distribute the content
    32. 32. 6. Monitor and engage
    33. 33. Summary • There is no quick win • Must form part of an overall marketing plan • Ensure a consistent brand • Content creation is key • Be yourself
    34. 34. Questions?
    35. 35. @clientsfirstUK @jonpittham 0845 3037788 www.clients-first.co.uk

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