Out of all the marketing/branding tools (and a website is one of the few tools the falls into both categories), this is the one that gives advisors the most trouble.
While the look and feel of a website is very important (if it looks old, drab, boring, etc., that can be an immediate turnoff), it’s the content that will help educate and motivate consumers.
Ask yourself the following question: If you were a potential client of your firm, would you go to your website and say to yourself…”wow, what great content. I learned a few very important things I didn’t know, and I really need to reach out to this firm to get more information.”
Most advisors know the answer to the above question is a resounding no!
Proven Marketing Strategies has access to the best written content in the industry when it comes to educating and motivating clients. This content spans a wide variety of topics:
-Avoiding investment risk in the stock market
-Content supporting Proven Marketing Strategy #1
-Life insurance and Cash Value Life insurance specifically
-Annuities with a focus on FIAs
-Qualified plans (including 401(h) plans)
-Captive insurance companies
-Long-term care insurance
And the list goes on and on.
Many advisors use Emerald websites due to compliance reasons. The problem with Emerald sites is that they are boring and will NOT help your brand (in fact, it will hurt your brand).
Our content is compliant for those who use Proven Marketing Strategy #1. For those who don’t, the content should have no problem being approved by your compliance departments if reviewed.
In our opinion, it’s not good enough just to have a fresh/professional looking website with good written content. Web surfers have a short attention span, and it’s vitally important to have one or more videos that they can click on so they can quickly learn about your firm or a specific strategy your firm offers.
We have several professionally done videos advisors can use on websites to make them interactive, and we are constantly coming up with new ones as the need arises.
Twitter, Facebook, LinkedIn
Ninety-five percent or more of the websites today are not properly set up to integrate with Twitter, Facebook, or LinkedIn.
It takes a lot of work to properly use Twitter, Facebook, or LinkedIn (which is why our firm has a service to help advisors with this); but, if used properly, one, two, or all three of these social media outlets can be powerful tools when trying to strengthen your brand and increase your marketing efforts.
When we build websites, we can add Twitter, Facebook, or LinkedIn so that each can be integrated into the website in a seamless manner.
The bottom line
The bottom line is that most websites do not enhance the branding of the advisor. Most do just the opposite. Most hurt an advisor’s brand.
Most websites do not help the advisor market.
Most are not interactive
Most do not have good content.
If you are like most and are ready to start using your website as a key weapon in your branding/marketing efforts, you should immediately contact us for help.