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Learn MoreOne of the best ways for a business’ reputation to spread is also one of the oldest and simplest: word of mouth. Today, however, word of mouth is increasingly giving way to “push of the finger” or “click of the mouse” as more and more people are sharing their customer experiences online via social media outlets like Facebook or review sites like AngiesList.
While some services, like the social network WalletHub, are attempting to replicate the business of online feedback for the financial services industry, they have been largely unsuccessful, and there still remains no AngiesList for financial advisors/planners. So how do you as an advisor, capitalize on the business opportunities associated with online feedback that so many other industries have already profited from?
It falls on you to generate the online conversation about your services and provide the digital forum where your clients can participate in the dialog. Take advantage of the tools your clients are already using–like Facebook, Twitter and LinkedIn–and follow these four tips to get your clients talking, tweeting, linking, blogging, sharing, and posting about you.
Sometimes a little nudge is all a client needs to start talking: client surveys, referral programs, account performance reminders. Touches like these are a great (and oftentimes automated) way of staying in front of clients. They remind your clients of you, jog their memory of some of the things you have done or can do, and give them something to talk about. And, more importantly, if you do these things online, it gives them the ability to more easily share their positive experience via the online outlet they prefer.
When it comes to personalized service, a little bit goes a long way. And modern technology, from social media sites to financial planning software, has made it much easier to learn your clients’ likes and dislikes, needs and wants, wish lists and goals. The more tech driven your practice, the more able you are to access this treasure house of information. So Instead of sending out generic messages to your clients, you can send communications, or even gifts, that speak directly to an individual client’s interests.
For example, one of your top clients has a birthday coming up. A quick peek at their Facebook profile might reveal that their oldest child is getting married. Now, the birthday card you were going to send him or her can include a little message of congratulations for this joyous event. Better yet, send a version of that card online with a link to a useful article. And be sure to post something about it on their Facebook wall so that the personal service you provide can make the leap from private to public, courtesy of your satisfied client.
If you want your clients tweeting, linking, blogging, posting, and sharing about you then one of the best things you can do is to tweet, link, blog, post, and share things yourself. By being an active participant in the hot topics and important conversations of the day, clients are more likely to share your thoughts and opinions with their peers. In consistently publishing across a variety of online channels, you open yourself and your services up to more interaction with your clients.
In a world with a 24-hour news cycle, topics lose their relevance as fast as they get it, so it’s important to jump on opportunities as they arise. Whether it’s current events, swings in the market, a new financial product, or just personal details about your life and your interests your clients are more likely to interact with content that is relevant to their life and the times.
Similarly, when clients visit your website, Facebook page or LinkedIn profile, the first post they see shouldn’t be from six months ago, as it makes you seem uncommitted to your online channels. However, if those channels are up-to-date, active, and interesting; you will remain relevant to existing as well as prospective clients.
A satisfied client is the best advertisement for any advisor. But like a tree falling in the woods, a satisfied client isn’t much help if they don’t make any noise. So create a conversation and encourage your clients to continue it by talking, tweeting, linking, blogging, sharing, and posting about your services.
