Has the pandemic put your prospecting and marketing plans on hold? If so, you’re not alone. Like many advisors, you may have spent the most of this year doubling down on your existing client service and taking a breath to navigate this new reality. However, now is the time to get back out there. Just because you can’t meet your clients face-to-face at this time doesn’t mean you can’t attract new leads.
On a recent episode of the Flexible Advisor podcast, we spoke with Dr. Maribeth Kuzmeski, PhD, President of Red Zone Marketing. She walked us through the impact of the pandemic on the advisory business and shared some actionable ideas for creating memorable client events and prospecting in a virtual world.
In a recent study, Red Zone found that 50% of advisors in urban/suburban areas aren’t planning to meet with clients face-to-face this year. And many of them won’t return to the office until 2021. With this reality, the need for effective digital marketing strategies is more important than ever. Here are some of Dr. Kuzmeski’s top tips for advisors looking to amp up their digital game:
#1: Host a Virtual Event
Over half of the top producing advisors in Red Zone’s study reported virtual events as their number one marketing strategy. While there’s no one-size-fits-all recipe for success, there are a few suggestions to keep in mind.
If you’re doing a presentation or educational event, make sure to keep it concise. Since it’s harder to maintain attention for long periods online, keeping it short or incorporating breaks is your best bet. That said, don’t hesitate to think outside the box for a virtual activity beyond the educational webinar, like a wine tasting or a cooking class, for a more communal and personal feel.
#2: Refresh Your Website
Making sure your website is engaging and up to date is always important, but it’s a must-have in a virtual world. If you haven’t updated your website since the pandemic began, consider doing so to address the current environment and the value that you can offer amid this uncertainty. Prospects will spend an average of only one minute and 30 seconds on your website, so you want to make sure your homepage and team bios clearly reflect who you are, what you’re doing and “why you.”
#3: Publish Online Content
A compelling way to spark new connections is by publishing content online, such as a blog post or a report, tailored to your ideal client audience. This could help drive traffic to your website and generate leads from any contact info provided. From there, you can follow up on that content with an email or a LinkedIn request to maintain the connection. While this strategy often takes more time to translate directly into new business, don’t underestimate the power of a longer-lead relationship builder