You have seen how the Internet has disrupted other industries. We believe the Internet is beginning to impact the powerful sales culture that dominates the financial service industry.
According to Google, one of the biggest trends on the Internet is people using its resources to find, screen, and contact all types of professionals – including financial advisors.
Financial advisors used to control all of the information that investors relied on to make their selection decisions. This was the impact of the powerful sales culture and 650,000 financial representatives.
The Internet is gradually changing this dynamic. Today, investors have access to vast amounts of advisor information that resides in the public domain: Advisor websites, Google name searches, third party websites (Paladin, FINRA, BBB), etc.
What they see on the Internet has a major impact on who they interview and who they select to be their financial advisors.
Our Paladin founder co-authored a book on this topic: 5 Steps for Selecting the Best Financial Advisor. How the Internet Has Changed the Game for Investors and Financial Advisors.
Another feature of the Internet is investor anonymity until they want to be contacted by financial advisors.
Investors visit your website every day, but how many initiate contact or register for a free offer.
Therefore, advisors’ digital marketing strategies have to be compelling enough to convince investors to give-up their anonymity and submit their contact data.
Digital marketing is an investment that will pay dividends for several years.
Building visibility on the Internet is goal number one. Using the visibility to increase website traffic is goal number two. Owning a website that can convert traffic into qualified prospects is goal number three.
Continuous goals are maintaining your visibility on the Internet and producing traffic to your website.
When to Start?
When is the right time to use the Internet to start building brand awareness, website traffic, and prospects for your services?
Our experience, working with hundreds of advisors, shows the timing is right:
- When you believe the Internet can be a source of new business
- When your other marketing strategies are producing declining results
- When your marketing budget will support a productive digital marketing strategy