Categories
Marketing

Online Reputation Management Advice for Financial Advisors

Traditionally, financial advisors didn’t really care all too much about their public image. Most of their business came from referrals and they didn’t have to do too much marketing or advertising to grow their client base. A good reputation within their community is all it took for new clients to seek them out. 

But now that the typical clientele are from much younger generations, financial advisors have to adapt to their ever changing needs. 

Millennials are approaching their 40s, and along with even younger demographics who are starting to think about their financial future, they’ve pretty much grown up relying on the Internet for information. 

Nowadays, if people go online and don’t find reviews or enough details about your firm, it’ll be much harder for them to make that leap of faith and put their financial security in your hands. Your online reputation matters a lot, and in a lot of cases, can make or break your firm. 

If you want to take a more active role in developing and managing your online reputation, here are a couple of basic things you need to do to get you started in the right direction.

Make it Easy to Leave Reviews

Adding testimonials on your own website is a great idea because it gives visitors social proof that your business is trustworthy. But they’re not really as effective as user reviews that are left on third-party websites that you don’t own. 

Signing up for online business directories like Google My Business and Yelp not only improves your brand’s visibility, but also gives people a familiar platform where they can post their experiences with your firm. 

While this opens up the possibility for people to leave negative reviews, it also shows that you’re transparent and open to criticism. As long as you strive to provide the best service possible, any negative ratings will be overshadowed by all the glowing reviews you get.

Actively Manage Your Social Media 

Social media platforms offer a great avenue where you can easily interact with potential clients. 

Aside from creating pages on some of the more important platforms like Facebook, Twitter and LinkedIn, you also need to regularly update them with new posts and content. This shows that you’re always online and allows you to showcase the different sides of your business. A social media profile that doesn’t have any activity actually hurts your reputation because it gives people the impression that your business is stagnating.

Social media also allows you to address issues and news that involve your firm or the industry in general much more easily than you can with your website. You can respond to people’s questions and inquiries, and the general public can actually get to see how you deal with potential clients.

Always Use a Positive Tone

When dealing with negative feedback or reviews, it’s important to keep a positive tone. You don’t want to sound condescending or attack people even if you don’t agree with what they’re saying. 

Not being able to handle criticism properly will negatively affect your brand’s image. It shows that you’re not willing to understand people’s frustrations and own up to your mistakes. You have to show that you’re always level-headed and can still act professionally even in the face of adversity.

Respond to Issues Quickly

It’s important to be proactive and reply prompltly whenever any issues regarding your business arise. If people see that you’re working hard to respond to every issue, it shows that you’ll act the same way with their clients. 

Given how easy it is to communicate back and forth with the help of technology, people expect quick responses from every company that they deal with. 

Use tools like Hootsuite to manage your social media profiles more efficiently. These types of tools give you a central command center where you can easily monitor all the activity on your social media. You can also set up Google Alerts so that you’re automatically notified whenever your firm’s name gets mentioned online. 

Improve Your SEO

Whenever people search for your name or your company name online, you want to make sure that the top results are for your website and your social media profiles. You don’t want random pages that use the same name or your competitors showing up ahead of you. If people can’t easily find you online, you’re not maximizing the full potential of your digital presence. 

Having a good SEO strategy also allows you to push down any negative press that your brand may have collected over the years. Most people won’t bother to go to the second results page or even scroll down to the bottom of the first page once they see your links as the top result.

Categories
Marketing

Why Going Off-Topic Can be Good for Your Financial Website

Blogs are a great addition to any website because it gives you an avenue and a reason to produce more content for the web. 

Blog posts and articles can be very valuable for your target audience because it gives them solutions to their problems. Being able to showcase your expertise in a topic also helps you establish credibility among your audience. As you gain more followers and credibility, you’ll eventually see better conversions for your site.

Having more content on your site is never a bad idea because it allows you to target different keywords and drive up your organic traffic. As more and more people click on your links when they find you in their search results, you’ll see an improvement in your search ranking. 

The downside is that writing countless blog articles for a specific niche can be quite exhausting. Eventually, you’re going to run out of interesting things to say, even if it’s only temporarily. There are only so many blog articles you can write about financial planning before you hit a wall.

How do you keep your blog interesting and engaging enough so that it continues to attract new visitors month after month, year after year?

One solution is to go off-topic and write articles that have little to do with your niche.

You might be thinking that that sounds counter-intuitive. 

And you’re right. It can be, if you stray too far from your niche. It would be strange and even disconcerting if a personal finance blog started writing about the latest hairstyles.

If you manage to keep the content relevant to your niche in some way, it can be beneficial in a number of ways.

Read on to find out how going off-topic can be beneficial to your business.

It Helps Increase Organic Traffic 

Take for example a blog that specializes in mortgages. Sure, there are plenty of articles you can write about the different types of mortgages on offer, but before long, you’ll run out of good topics. You might end up rehashing old ideas which can get stale pretty fast. 

However, there are a whole host of articles you could write that are not directly about mortgages, but are still relevant to those interested in the housing market.

Sticking with this example, think about the array of subjects that the average homeowner or potential homeowner might be interested in. It opens up a whole new world of topics to explore. 

Subjects such as home renovation, interior design, how to add value to your home, how to pick the perfect house, and how to save for a deposit are all going to attract people to your website without writing about mortgages directly. 

These are all interesting subjects that people want to know and read about, and will draw them to your site which improves your brand awareness and thought leader status.

It Can Get Your Creative Juices Flowing

Going off-topic gives you a chance to flex your creative muscles and create content with more style and personality. 

Writer’s block is a real thing and can quickly take over if you’re writing about the same topic over and over again. Once you get burned out, the quality of your writing will go down and will make your posts feel boring and uninspired. 

Taking on a new subject gives you a much needed break, and allows you to explore other areas of interest. It gives you the opportunity to stretch your legs a bit and try out different styles of writing. 

It Attracts New Audiences

Many people will visit your website because they’re already interested in the products or services you offer. There’s a good chance though that these visitors found you after searching on Google and are ready to pull the trigger once they find a business they like. 

Blogging about new topics, however, will allow you to target new keywords and attract people who are not yet looking to buy your product or service, but could be in the future.

As an example, the mortgage blog we talked about earlier could start producing articles about the rental market. People who rent properties are usually doing so until they can afford a mortgage. Writing content that’s relevant to renters can make them start thinking about your mortgage products and services. They’ll be more likely to consider you in the future when they’re actually ready to buy their own house.

It Can Increase Your Social Media Following

Many content creators are always trying to write that one post that goes viral. While it’s true that a viral social media post can send your business into the stratosphere, it’s not easy to do though. And blogging only about your niche limits the chances of it happening even more.

Sharing a standard blog post about mortgage interest rates is unlikely to make the social media world explode. A helpful post on a connected topic, such as easy saving tips that pretty much everyone can relate to, is much more likely to get attention.

Going off-topic broadens your audience. The more people you appeal to, the more they will follow you and share your articles.

Just remember to keep the content relevant to your target audience. Look for different angles that can bring back the conversation to your niche product or service.

At AltaStreet, we can help you create interesting content for your blog. It’s great way to boost your SEO and make you a Thought Leader. Contact us through the contact form below to learn more.

Categories
Marketing

How Video Marketing is Beneficial to Boost Financial Service Leads?

The financial industry has been slow to get on board with inbound. This is advantageous to you. Any improvements you make to your inbound marketing can put you way ahead of your competition. We recommend adding video to your marketing. In particular, an explainer video can increase your financial services leads.

Here’s why you should get involved in video marketing if you haven’t already.

Why Use Video Marketing?

The proliferation of video is one of the biggest and fastest growing trends in inbound marketing today. There is a lot of focus on ranking well with Google, and rightly so, but YouTube has been described as the second most popular search engine. In 2015, YouTube outstripped Google in terms of popularity on desktop computers.

Consider also that people tend to retain images – especially moving images – better than they retain text. The video combines moving images and audio, so you can make an impact and a lasting impression. If you have a message that you want people to carry away, consider putting it in an explainer video.

What is an Explainer Video?

An explainer video is a short animation used by businesses to convey their brand story to their visitors. They are concise and precise summaries of a business’s products and services. When we say concise, we mean it. These videos are typically fewer than three minutes long. In most cases, sixty to ninety seconds is plenty.

The strength of explainer videos is that they take the core information that a business wants to share and they make it not only palatable but often entertaining too. If you want your potential customers to understand what your business does and why it’s different to other businesses out there, an explainer video is a perfect vehicle for that message.

Explainer videos can help potential customers cut through financial jargon. Jargon is a particular issue in the financial industry. If you want to explore a complex financial issue, an explainer video opens the door for your customers.

When customers understand what they need, they can take action. If your business provides this information in a way that is easy to understand, people are likely to trust and value what you have to say. People work with businesses that they like and trust.

An explainer video is ideal if you want to make a complex financial process, idea, or service, understandable. While financial matters can often be ‘dry’ or even threatening, an animated video makes it all more manageable.

Some serious numbers to consider

Explainer videos are particularly good at generating leads, which can more than repay the initial investment in the video. If you’re wondering how exactly an explainer video can help generate more qualified leads for your financial business, then here are some astonishing numbers for you:

  • Adding an explainer video to your website can boost conversions by as much as 300%
  • On average, 85% or more of people who watch a video of your product or service are likely to buy
  • 88% of visitors stay on a site longer when the video is prominent (Mist Media)
  • 90% of shoppers found watching a video helpful when making a buying decision (ComScore)
  • You’re 53 times more likely to appear on page 1 of Google if your website uses video (Forrester Research)
  • Video now appears in 70% of the top 100 search listings
  • Our brains process visuals at 60,000 the speed of text
  • Video used in email marketing campaigns was found to increase click-through-rate by 96% (Implix)

The Power of Explainer Videos

Videos are not an option anymore but a necessity. You might find that most of the businesses are using video nowadays and there is a strong reason for this. If you are not using explainer videos here are a few facts that will make you rethink your marketing strategy:

Google likes video – In fact, they are more than friends. If you can get your visitors to spend more time on your site, Google will (love) reward you. Giving your visitors video content to watch is a great way to increase how long they spend on your site.

Explainer videos generate visitor interaction – Google understands that visitors are more likely to take action based on an explainer video than reading through a textbook of legalese. If you demonstrate that you know this too, Google will boost your ranking in SERPs.

Reduce sales cycle – Explainer videos when used properly along the entire sales funnel will help you educate the prospects in a very systematic way and thus reduce the sales cycle. This will also help become an authority and your prospect will trust you more!

Reach more visitors – As discussed, increasing numbers of web users are watching online videos. If you want to reach more people, it makes sense to make the best, most engaging videos you can.

Explainer videos are shareable – People like to share content that is useful, entertaining, and short. This is how your explainer video can be spread from network to network, generating more leads than ever.

You’ll increase conversion rates – when complex information is expressed simply and clearly, your potential customers will be more likely to make the leap to become customers.

More data to grind – If you have several explainer videos, you will be able to check out how many people are watching each one. This will give you an indication of which of your products and services are the most popular, which is useful for your marketing purposes.

Be direct – your explainer video gets to the heart of your business and presents it to your visitors. If they want further information, they can find it on your site, get in touch with you, or download one of your offerings. With an explainer video, you’ll avoid losing interested people in navigation. Instead, your video will tell them exactly what they need to know to make a decision on your product or service.

Let your personality shine – a great way to engage your visitors is to come across as a team of individuals, not as a faceless brand. An explainer video, although it may be animated, is a fantastic way to share the unique voice and personality of your business. People will get an instant impression about the people behind your business from the style of your explainer video.

You can always augment your personality-building by including video interviews or talking heads in your video marketing, alongside your explainer videos.

What Makes a Great Explainer Video?

The elements of story-telling will help you assess the quality of your video. This needn’t be a massive learning curve. Think of it like this: A good story has a beginning, a middle, and an end.

The beginning should have a hook of some sort, such as an interesting premise or a question to answer. It should capture the interest of your audience and keep them watching to find out how it is resolved.

The middle of your video needs to keep your audience’s attention. This is often the hardest part of a story! When it comes to video, the trick is often to keep it to the point and don’t let it get too long.

The end needs to deliver on whatever you set up at the beginning of the video. Just like a story, you’ll want to make sure that you don’t leave loose ends. If you haven’t done what you said you’d do at the beginning, your video needs more work.

The ideal outcome of an explainer video is that the viewer learns something and finds the solution to a problem. If the video compels the viewer to action, it’s a winner.

Here’s a great example of a short and sweet video that gets to the point fast and tells viewers how this business can help them:  https://www.youtube.com/watch?v=hRjqOII77zc&

Videos like this work well because of their simplicity. As well as being visually engaging, it communicates ideas clearly and promotes understanding of important concepts.

Making an explainer video that distills the essential parts of your brand takes technical skill and expertise. We have you covered.

Further benefits to consider

If you’re interested in becoming a thought leader and leading your industry, engaging with people through video is a fantastic way to get ahead.

If your business is already creating blog posts or is focusing on an ebook or a stellar infographic, consider shifting energy into video. With video, you’ll be attracting new customers, satisfying your existing customers, and speeding ahead of most of your competition.

If you’re considering creating a talking heads video so your visitors can see you and/or your team, you want them to trust you and associate your brand with wealth and safety. Investing in a quality, dedicated video camera, therefore, might be wise. One of the benefits of explainer videos here is that they are largely animated, negating various technical problems. There is no need for you to worry about camera angles, lighting, or getting your good side.

Of course, you can represent the videos in different styles to hammer the point home.

Check out a few more styles of videos here:

https://youtu.be/tZqAqest9GU

https://www.youtube.com/watch?v=FDaCc6BGUHc

https://www.youtube.com/watch?v=6s24FfMCr2k

Whatever kind of video you use for your video marketing, focus on engaging your customers. Don’t play to your competitors. Your customers want to know what makes you different from the competition, not how you can be similar.

A short video unraveling a specific issue that the public tends not to understand can work wonders. Compare this with a 25-minute epic that displays your branding in inspirational settings but doesn’t satisfy any of your customers’ needs.

Focusing on your customers means giving them an insight into what you do and why they should partner with you. It means answering their questions and empowering them to take the next step, whether that’s subscribing to a list or calling you for a consultation.

How Soon Will My Explainer Video Go Viral?

A common issue with video marketing is that people expect their videos to go viral. The truth is that it’s very unlikely that a video will go viral.

The good news is that a video doesn’t need to go viral to bring new customers to your business every single day of the year.

Whatever kind of video you create or order for your site, a good video that tackles the right topic will be evergreen content, working for you 24/7. A great video will be shareable and allow you to reach an even wider potential audience.

How to Get Your Explainer Video

While some professionals, such as artists or skilled laborers, might be able to connect with their audience using hand-held video shot on a smartphone, the public generally expects more ‘stability’ from a financial services industry video. This doesn’t mean hiring Steven Spielberg to shoot your video, but it does require you to think carefully about the quality of the sound and look. An animated video, of course, can dismiss many technical issues in a single move.

Paying someone to make your business an animated video can make life a lot easier for you. It will also provide you with something for your video marketing that is especially effective at communicating messages.

Done well, your explainer video will be immensely shareable and provide you with a significant increase in leads.

If you have been reluctant to engage with video in the past, hopefully you will reconsider. We can make it easy for you. If you want to reach a larger audience and generate more leads, video will deliver, and we can help make it happen.

For a special one time marketing event, AltaStreet has teamed up with Rohan Kale a stellar animation video company which has expertise working with Financial niche and has consistently provided high ROI’s to its clientele for past few years.

As a subscriber and LinkedIn contact, we have a special offer available. This content will boost your traffic and send your lead generation through the roof.

You’ll need to get in on it fast, though. We’re only accepting 10 videos per month.

Don’t hesitate. Get in touch today to discuss your professionally-made explainer video.

Contact: Dan Stark dan@altastreet.com
www.altastreet.com

We made a Video for this Special Offer, Check it out: https://youtu.be/tZqAqest9GU

Categories
Marketing

How to Promote Your Financial Advisor Blog

Wouldn’t it be nice if all you had to do was write great content, post it on your website’s blog section, then just watch your traffic increase? Unfortunately, that would only be possible if you were the only financial advisor blog on the web. 

The reality is, creating content is only half the battle. You also need to vigorously promote your blog posts and articles before it can start gaining traction organically.

If you’ve worked hard on your content strategy and content creation, it makes sense to want to see results for all the effort you put in. If you truly believe that your content provides lots of value and can help people, you need to be proud of it and make sure it gets noticed by the right people.

How you do this depends on a number of factors, including how much time you can dedicate to promoting your blog and what industry you are in. As a general rule of thumb, you should spend as much time promoting your content as you did creating them.

How do you do this effectively? Take a look at our favorite ways to promote a financial services blog.

Look for Relevant People in Your Niche

One of the most effective methods of promoting your work is by forming relationships with people, brands and organizations that are relevant to your industry or local community. Once you’ve made a connection with these groups and widened your network, you need to maintain a healthy relationship with them both online and offline. 

You can help each other out by promoting their stuff on your website and social media profiles while they promote yours on theirs. When these established brands and personalities share and recommend your posts, their audience will be more likely to believe in your expertise and gain confidence in your brand.  

Ideally, you want these relevant people linking to your site and in exchange, you can add links to their pages on a few of your posts, through either your blog or social media posts. Having links to your site show up on an established website also sends signals to Google that your site is trustworthy, which will give your search rankings a boost.

 

Here are two easy ways you can get this done:

Ask an authority figure for a quote – This is a good way to begin the relationship. Approach it like an interview and ask what their take is on the topic you’re planning on writing about. 

Mention your expert sources – When you create content, make sure to mention the experts who influenced your work. Tell them that you mentioned them and they are likely to share and repost your work to their own network.

Share Your Content on Social Media

Social media promotion is one of the most cost-effective ways you can use to increase your reach and generate new leads. 

According to a LinkedIn study, 36% of mass affluent customers use social media to learn more about financial services, products and companies. And 63% said they took action after discovering it on social media. 

By being active on social media, you can increase brand awareness. It also allows you to engage with your audience and gives you the opportunity to manage negative comments promptly. This is especially important for businesses because you can turn negative comments into opportunities where you can demonstrate your integrity and professionalism.

You should also put some effort into crafting new content specifically for your social media posts and not just post links to your blog or website. Take some time to create compelling descriptions, captions, detailed summaries, infographics and images so that your followers get some value from your posts even without visiting your page. A lot of people will share posts just because the picture, headline and caption look interesting. 

Use Targeted Ads

All major social media platforms like Facebook and Twitter provide sophisticated analytics and tools so that you can better understand your audience and what type of content they like to see. Once you identify these trends, make sure that the posts you share and the new content you create are able to satisfy your target market’s expectations.

This analytics data is especially important when you want to boost your posts and advertise on social media. A smaller niche audience and a more targeted ad campaign allows you to conserve your budget and get more bang for your buck.

While targeting a very broad audience may seem like a good idea, it’s going to be more difficult to please everybody. When you focus on a smaller target market or a specific niche, you can address their concerns more effectively. You’ll make a bigger impact on your audience which will lead to better conversions. 

Share it With Different Online Communities

No matter what niche you’re involved in, there’s going to be a group that’s passionate about it. These are the best kind of people to share your content with because they’re always looking for new content. They also like to actively engage with people who share the same interest in the topic, and their feedback is really useful.

After you join different Facebook and LinkedIn groups, it’s better if you participate first instead of just posting your content. People are more likely to check out your posts if they consider you as a thought leader. 

Look for online forums, as well as communities in Reddit and Quora that will be interested in the content that you’re creating. You can also create your own mailing list and include links to your content in your regular newsletters.

Final Words

Marketing your content is just as important as the development and creation process. You’ll need to familiarize yourself with different promotion methods and be comfortable with the whole process because you need to do it regularly to get your posts in front of a larger audience.

If you need help with copywriting and digital marketing, send us a message at AltaStreet through the contact form below. We’ll help you come up with a proper strategy and provide the additional resources necessary to carry it all out.

Categories
Marketing

Developing Great Branding for Financial Advisors

We often hear how important good branding is for a company. But what does branding really mean and how can it help your financial advisor practice?

Most people think branding is all about having a nice looking logo and a catchy brand name. But to marketing and branding professionals, it encompasses everything that can influence people’s perception of your business. 

While logos and brand names are usually the first thing that people will notice, branding also includes things like your color scheme, design language, messaging, and company values. All these, and lots of other seemingly minor elements, give your business its own identity and personality — making it more relatable. Great branding also helps you define your place in the market and makes you stand out from all your competitors. 

Obviously, it’s a lot to take in and can be very intimidating if you haven’t done any marketing before or built up a new brand from the ground up. But it’s still an important fundamental part of your business, so you should give it the attention it deserves.

To help you get started in the right direction, here are some key steps you’ll need to keep in mind if you want to build a great financial advisor brand.

  1. Think About Your Key Company Values.

Your business may be diverse, forward-thinking, cutting-edge, caring, family-owned, and environmentally-friendly. But trying to say all of that through your branding is going to be way too complicated and confusing for your target audience. 

Effective branding needs to be clear and focused. It needs to be easily decipherable because most people will only look at it in passing. Otherwise, you risk confusing your potential customers by giving them too many messages at once. 

Consider the top five things you want people to know about your business, then trim it down to just two or three at the most.

  1. Use Jungian Archetypes to Define Your Brand

A lot of people experience difficulties when it comes to defining their brand. There are so many options you can take making it difficult to determine which direction you should go. 

One of the best kept secrets of the marketing industry is the concept of brand archetypes which are based on Carl Jung’s theories on human psychology. Archetypes can be seen in different stories all throughout history and across different cultures. Marketers basically develop their branding around an archetype or a predefined persona to make it more relatable. 

All in all, there are 12 universally recognized archetypes:

      • The Innocent
      • The Everyman
      • The Hero
      • The Rebel
      • The Explorer
      • The Creator
      • The Ruler
      • The Magician
      • The Lover
      • The Caregiver
      • The Jester
      • The Sage

Pick one (or even two or three) archetype that best defines your company and develop your branding strategy around it.

  1. Create and Use Brand Guidelines

Make sure all your branding and marketing efforts are consistent with your brand archetype so that your identity is continuously reinforced in people’s minds. 

The best way to do this is to come up with branding guidelines that will dictate big and small details such as:

      • Logo variations
      • Color schemes
      • Font style and size
      • Images
      • Brand voice (copywriting/messaging style)

By laying out these guidelines from the very beginning you’ll ensure that your marketing is consistent across all platforms, whether print or online. It eliminates any inconsistency which could make your business look amateurish to people with a more discerning eye.

  1. Tweak and Update your Branding 

As time passes by, you’ll get a better feel for what your target audience wants and what direction your company is headed. This means you should realign your branding and give it a refresh every couple of years. 

You don’t want to lead people on with branding that doesn’t correctly reflect the current state of your business. It’s not going to inspire much confidence in you or your business, and will turn people off from moving forward with your practice.

In addition, people’s tastes change quickly as trends come and go regardless of who your target market is. Certain shades of colors that were popular a couple of years ago may look tired and outdated today. If you’re resistant to changing and tweaking the different aspects of your branding, people might get the impression that your business is stuck in the past.

  1. Hire Experienced Professionals

Developing and maintaining a healthy brand image takes a lot of time and work. It requires different skill sets that are difficult to find all in one place. Unless you have a team of marketing and branding professionals already working for you, it’s best to outsource a lot of the legwork to highly experienced pros.

To get started in the right direction, you’ll need a marketing strategist, a designer, and a copywriter. You’re also probably better off finding an agency that has teams of people who already know each other and can work well together. 

This is very important because branding is a creative and collaborative process. They need to be able to bounce ideas off each other in order to come up with something that’s unique and outstanding. It’s this special touch that could be the one deciding factor that makes a potential client choose you over your competitors who offer basically the same service. 

Final Thoughts

Like a firm handshake or a confident smile, your branding is responsible for making a great first impression. It takes care of the first hurdle of catching people’s attention and convincing them to consider you. After that, it’s up to you to make sure you live up to their expectations. The right branding can help your business achieve the recognition, authority, and success that it deserves. 

If you’d like to learn how we can give your financial advisor practice a boost through branding, send us a message through the contact form below. AltaStreet has helped hundreds of financial advisors sort out their marketing and branding issues over the last two decades.

Categories
Marketing

How Great Financial Advisor Websites Make Digital Marketing Easier

Your financial advisor practice can gain significant exposure and effortlessly generate more leads with effective digital marketing. A creatively designed website can attract new customers to your brand round the clock and strengthen your position in the marketplace.

How to Choose the Right Web Design Agency

It’s important to choose a web design team that specializes in the financial services niche. They’ll understand the ins and outs of creating an outstanding digital presence that will increase your reach and put a spotlight on your brand. Their extensive experience will also ensure that you’re always compliant with different marketing and advertising regulations.

When choosing a web design agency to partner with, you’ll want one that operates in roughly the same time zone as you. Working with an agency that’s based overseas may take longer because of delays in communication. Creating a website is a collaborative process, and you need to be able to regularly meet with your designers to make sure every major decision they make is appropriate for your needs. 

When you work with AltaStreet, you’ll have access to an Account Manager whose primary responsibility is to ensure that all your requirements are properly met. We’ll guide you through every step of the process starting with the design phase, and help you maintain your website, improve its search engine ranking, and update its content

How Digital Marketing Can Help

A good web design agency will also be able to help you with your digital marketing and branding. Do you want to position your practice as reliable, hip, consumer-friendly, professional, and local? 

AltaStreet can help you target audiences better using effective messaging and by developing a brand voice that they can easily relate to. We can help you come up with a brand story that will resonate with your target market. We’ll also help you target higher quality leads by creating different buyer personas and understanding their customer journey.

A great financial website that’s tailored to your needs will make your digital marketing efforts more effective because it reinforces the branding and messaging you put out there with your email, advertising, pay-per-click and social media campaigns.

A specialist web design agency like AltaStreet has the unique expertise that’s difficult to find in other generalist web designers. As a specialist in the financial advisor niche, we also have a vested interest in helping you to grow because it helps us further build up our already rich and storied reputation in the industry.

Get In Touch Today

Send us a message using the contact form below to better understand all the options and features we offer. We’ve been helping hundreds of financial advisors give their practice a much-needed boost by providing world class web design and marketing services for over 20 years.

Categories
Marketing

Building a Successful Brand Using a ‘Dominant Selling Idea’ (DSI)

According to the award-winning marketing book, “Why Johnny Can’t Brand” by Bill Schley and Carl Nichols Jr, you need to have a ‘Dominant Selling Idea’ or ‘DSI’ to be able to differentiate your brand

Your DSI is the ‘motivating difference’ that will tip the scale in your favor when it comes time for your potential clients to pick the financial advisor practice that’s best for them.

In other words, what does your company do better than anyone else? What aspect of your business makes you the best in the field? And how can you get people to associate your brand with your DSI?

If a business does not know exactly what it does, neither will its potential customers. A Dominant Selling Idea must be spelled out in crystal clarity. It should also be completely obvious to anyone who sees it.

According to the book, your DSI should have the following qualities:

 

  • Superlative – being the best in its class in something 
  • Important – offer something really valuable. Is it valuable to your target market?
  • Believable – your brand story should be logical and should give you credibility
  • Memorable – leave people with something to think about in the future 
  • Tangible – your claims should be realistic. Don’t promise what you can’t deliver.

 

In order for your DSI to stand out in your marketing, the following elements have to work together effectively: 

      • Your brand name
      • Visuals
      • A tagline
      • A realistic offer that your audience won’t be able to refuse

 

All these together give people a complete picture that will stick in their minds and will remember in the future. It creates an image of what they can expect from your firm and proof that you can deliver on your promises. 

To make sure your DSI is effective it should also be the driving force behind everything your company does and should dictate aspects such as:

 

      • Marketing and branding 
      • Customer interactions
      • Policies and procedure

If you want to find more about how developing your practice’s DSI can improve your lead generation and conversion rates, send us a message through the contact form below. Here at AltaStreet, we’ve helped hundreds of financial advisors over the past 20 years grow their brands using our proven digital marketing and branding techniques.

Categories
Marketing

Steps to Creating Your Financial Advisor Firm’s Brand Identity 

When you think of your favorite brands, the first things that will usually come to mind are their logo and their company’s reputation. This is what successful branding is all about – leaving people with something memorable about you and your company. Of course, you should also make sure that their impressions of your brand are also positive. 

If people are able to remember your name, logo or company values, then you’re already one step ahead of other financial advisors who just blend in with the crowd. 

But how do you create a great brand identity? Let’s take a look at the steps we take to help our clients develop theirs.

Research

Gathering data and information is the first step. We sit down with the client and take time to understand the following: 

  • Who the client is 
  • What the client offers 
  • What their strengths are
  • Who their target audience is 

 

The answers to these questions allows us to give our client’s brand a clear direction and mission. 

It’s especially important to completely understand one’s target audience. You have to know what they’re looking for and what values they want to see in a financial advisor. Otherwise, you’re just taking random shots and hoping to land on a winning formula that will appeal to them.

Brainstorm

Each branding and design project goes through several rounds of brainstorming and evaluation. Great design rarely comes quickly and easily. So we come up with multiple studies and variations, then narrow it down to the best options.

Our designers approach every project from multiple angles in order to come up with a wide range of ideas and concepts.

Listen and Collaborate

Client feedback is essential to a successful end product. Our designers discuss each design with the client and listen to feedback. We then use our years of experience to quickly arrive at a suitable solution. We also give our professional opinion to let our clients know what will work and what won’t. 

We like to discuss things in detail, and understand that this type of work requires a lot of back and forth in order to arrive at the best product.

Revise, Tune and Finalize

Once we’ve settled on a design and branding strategy, we put it through several rounds of testing to make sure it will appeal to your target audience and demographic. If something doesn’t sit quite well with either the audience or the client, we revise and tweak it until it does. 

All this ensures that there are no nasty surprises waiting for you when it comes time to release your new brand into the wild. 

If you’re establishing a new brand or want to update your existing branding strategy, send us a message through the contact form below. We’ve been helping hundreds of financial advisors sort out their branding and design needs for the past 20 years.

Categories
Marketing

Social Media Rules for Financial Advisors

These days, you need more than a great website to establish and maintain a solid online presence. 

The fact is, most of your target audiences spend a lot of their time on social media. According to recent studies, most people spend an average of 2 hours a day on social media. In a lot of cases, this represents a significant chunk of their daily Internet usage. If you want to reach out to these potential leads and prospects, you also have to have a strong presence on social media. 

In the past, a lot of financial advisors were wary of possible compliance issues so they didn’t allocate much of their resources to social media management. But nowadays, as everything moves into the digital and virtual realm, financial advisors and asset managers are spending more time and money on social media. They’re creating more content and engaging with their followers on different platforms such as Facebook, Twitter, LinkedIn and even YouTube.

To help you navigate the world of social media, here are some of the basic rules you need to be aware of in order to remain compliant with your marketing efforts.

Business vs Personal Profiles

If you haven’t set up dedicated social media profiles for your business, you should do it now. You shouldn’t be promoting your firm on social media using your personal account. 

Once you’ve set it up, your business profile is going to need to strictly adhere to compliance regulations. Anything you post on your business profiles needs to be approved by your compliance officer or broker-dealer.

Business matters that you discuss with potential clients through your personal profiles can also be subject to compliance. So you have to be careful about what you post on your personal profile as it could be considered a business page once you start actively promoting and marketing your firm through it.

Static Content and Interactive Communications

You don’t need to inform your compliance officer about everything you do on social media. However, everything that’s considered as static content should be approved first before it’s published or posted. 

Static content are the posts and bits of information that stay on your social media profile for a long period of time. 

Interactive communications don’t need to be pre-approved, but still need to be monitored and archived for at least 3 years. This includes your replies to direct messages and comments on your posts. So you need to make sure that the people who handle your social media are aware of the regulatory issues involved.

A good rule of thumb to follow is the idea of fair and balanced communication. When you present information to your audience, it should include all the benefits and risks. Don’t hide the cons in the fine print and avoid making wild projections of future financial performance.

If you follow these basic rules, you’ll always be on the safe side of regulatory compliance. 

Categories
Marketing

Why Your Financial Advisor Firm Needs to Be on Facebook

If you think Facebook is just for catching up with friends and family, or spreading memes and fake news articles, think again. 

Facebook is the Most Popular Social Media Platform

Every business, big or small, should have a presence on the most popular social media platform. Facebook has more than 2.7 billion monthly users all over the world, and the average U.S. Facebook users spend about 38 minutes a day on the platform. 

A lot of your prospects, leads, and potential clients are on Facebook regularly, making it one of the best platforms to use to increase awareness for your brand. 

Showcase the Different Sides of Your Business

If your website is all professional and business-oriented, Facebook allows you to show the human side of your firm. You can use the platform to feature your team, your company, and your community. 

People actually welcome these types of posts where they can connect with your brand on an emotional level. Instead of just being a regular faceless company, your followers get to see the people running the show which makes your firm more transparent and trustworthy.

Keep Your Followers Updated

Facebook is a great place to keep your clients and prospects updated about your business. Not everyone is going to open all your email newsletters or regularly visit your website for updates. But they can all easily just jump on to your Facebook page for the latest updates about your firm. 

They’ll also be able to easily see any old posts/updates you’ve made in the past by simply scrolling through your business page. And most importantly, your followers will also be able to automatically see any new posts or updates you make directly through their news feeds. 

Learn About Your Target Audience

One of the most powerful tools that Facebook (and other social media platforms) offers is the ability to clearly define who your followers are, what they like, and how they interact with you. This type of market data allows you to better optimize your branding and content strategy.

Easily Interact With Your Audience

Simply having a Facebook page gives you another channel to communicate and engage with your target audience. Instead of calling your phone or sending you an email, a lot of people will find it easier to just comment on one of your posts or send you a direct message on Facebook. If other people see that you regularly and promptly reply to comments, they’ll get the impression that you’re easy to deal with.