Financial advisers, why you need a website.
In marketing, everything is about connection. In financial advice, aside from your face-to-face relationship with your client, your website is the next optimal place for you to connect and engage. It’s where your future clients and existing clients learn more about who you are and what you do to build a connection with them. Your business website should be viewed as the centrepiece of your marketing assets.
6 reasons why creating your website should be on the top of your marketing to-do list.
- Digital Footprint.
- Brand Presence and Personality.
- Social Media.
- Content Marketing.
- Targeted Marketing.
- Be an influencer.
Let’s break it down for you!
93% of online experiences begin with a search engine. i.
In today’s world, people rely on the internet, specifically search engines like Google, Yahoo, or Bing to inform them and help find what they need. Buyer behaviour is such that it reinforces the need for a searchable website for today’s businesses. Your website, along with your social media profiles, and the activity on these platforms is the key to ensuring you have a strong digital footprint.
Brand Presence and Personality
Every financial advice business wants to be viewed as professional in what they do. At the heart of all our activity as consumers, is our desire to know, like and trust the person or business we are engaging to do business with. Your website is your opportunity to clarify your message and establish your brand personality. It’s here that you set the tone of your brand to demonstrate your relevance and resonate with your website visitors.
1 in 3 minutes online is spent on social media in Australia. ii.
If you have invested in creating a digital marketing strategy for your financial advice business, then it’s likely you will be utilising social media as part of your engagement activity. Whilst social media is a great platform to reach and engage with your potential and existing clients, these third-party platforms are controlled by the parties that own them. By driving clients to your ‘home base’, your website, you take control of the conversation and provide the opportunity for consumers to learn more about you. Most importantly, you give visitors a clear understanding of what their next step is to engage with you.
Your website is the central hub for every type of communication and piece of content that you put online. Whether it’s the point of origin for your latest blog, providing access to a resource library or showcasing videos, your content needs a place to live. Your website is the perfect place to house the great content you create to inform and engage your target audience.
Digital marketing has resulted in an increased focus on client personas or client avatars. Particularly how these personas, people, are reflected in your marketing and communication activities. As financial advisers, you know who you want to work with. However many advisers fall into the trap of generalising who they serve when it comes to their website. This is the ideal place to target the people you want to connect with by using images, language, and positioning statements. It’s also a great way to build connection when you are driving traffic from your social media and email marketing activity.
Advisers have a unique opportunity to become authority figures by providing knowledge and clarifying misconceptions through their delivery of authentic content and thought leadership. Financial literacy remains a key issue for many Australians. Through your website, you can build on your role as an influencer by providing information and education, as well as being a source of truth when it comes to financial advice.
You need a website because it is the backbone of your business marketing and supports all your activity. There are several service providers who specialise in creating and providing websites for financial advisers so don’t be put off. If you need help, outsource the task so you can ensure you have a very important part of your marketing in hand.
We can help get your website started or maybe it’s time for you to take your website up a level. Reach out to us and let us help you get started here.
- (Search Engine Journal)
- Digital 2020 Australia https://wearesocial.com/au/blog/2020/02/digital-2020-in-australia-analysis