Web sites, social media, e-marketing, search engine optimization… Have you grasped this new normal of networking, communicating and building business? These digital tools are overtaking traditional prospecting and sales tactics, just as surely as email made the business letter obsolete.
In this age of app overload and e-everything, you may feel overwhelmed or under-informed about using them in your business. To leverage your web site or take advantage of social media, the questions are “what now” and “what for”? Our clients are finding that digital paves the road to client retention and lead generation.
As with anything, start with the basics and get comfortable and consistent with them. Here are a few tactics to help your digital footprint do some walking:
- Update and post to your web site. Get timely information to clients and prospects AND drive traffic to your web site. For example, don’t just email your seminar invitations or mail at the post office. Post details on your web site and email the page link to clients and centers of influence.
- Branded email blasts for newsletters and communications. Through email marketing platforms like Vertical Response or Constant Contact, customized, branded email templates can keep your firm’s look and message in front of prospects and clients. When these pieces get forwarded to friends and family, it’s a referral chain that creates a nice impression.
- Get the most from LinkedIn. Invite Everyone you know to connect, from clients, to business colleagues, to prospects, to fellow alumni and golf acquaintances. With each connection you make, you become a second generation to all of their connections as well. Seeking out and joining interest and alumni groups is another way to build your constituency via LinkedIn.
- Consider a Google AdWords campaign. Advisors with a strong differentiation in specialty or geography can use Google AdWords to capitalize on qualified lead generation. Even with a modest budget of a dollar or two a day, you can generate leads so what you have to offer can rise above the clutter during key online searches.
The digital wave continues to build, but the “If you build it, they will come” mentality is not a winner. Start with “what now?” and “what for?” and let your business development strategy lead you to an effective digital strategy.
LederMark Communications is a financial services marketing firm that helps advisors, portfolio managers and firms grow their businesses with effective marketing strategy and communications.
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