Trying to meet the needs of your business and your clients in an eight-hour day is a Sisyphean task, but that doesn’t mean you have to work nonstop. The trick is making the information you regularly share with clients and prospects (investment solutions, financial services, budgeting tips, strategies to prepare for common life events) readily available online.
Before you say, “I don’t have time for that,” consider this: Having online content that demonstrates your value is akin to having clones of yourself to answer questions, engage prospects, and promote your business 24-7, so the real you can focus on what truly warrants your attention. It gets better. Each piece you write can be repeated on your website, in a video, as a podcast, as a download, on social media, and in a blog, providing a rich experience that meets your prospects where they are and providing a carefully crafted first impression that sets you apart.
What Information Matters Most to Prospects?
Before you get to the what, start with the why. Every financial advisor who shares your particular niche is going to offer similar services. Sharing why you do what you do is the best way to stand out and create a personal connection. Need another reason? Recent research shows 50% of Generation Xers, and 62% of Millennials say buying from brands that share their values and ideologies is important to them. Given the impending transfer of wealth—and that research showing you have 10-15 seconds to engage a visitor with your content before they leave—it’s worth ensuring that their first experience with you resonates. Maybe you have a passion for numbers. Maybe you watched your parents struggle with money. Regardless, your why is likely more relatable than high-yield bonds, but let’s get to that too.
Help Prospects See Themselves as Clients
Once you’ve created a personal connection, show prospects how you would solve their pain points. Again, the information you share can serve multiple functions. Don’t just list the services you offer, describe how you provide these services through stories of current clients. For example, say one of your clients was concerned that their adult children would wreck their financial future by taking on too much debt. Share how you set up family discussions and provided online tools to explain how saving and investing could create a much better outcome than using high-interest loans and credit cards to achieve their financial goals. Make your website scannable so prospects can quickly skim it for what matters to them and go deeper when they desire.
Driving Inbound Calls and Meetings
The final step in attracting clients while you sleep is giving them multiple ways to reach you once they are ready to take that step. Ideally, the “Contact Us” page on your website allows prospects to email, call, book a meeting, or ask a question, so they can “meet” you using their preferred method of communication. Include calls to action like “Contact us to learn more” within the key information you create to prompt prospects to take that next step once they realize you are capable of providing a solution and they are interested in working with you.
