Happy Monday, everyone! Here is this week’s Five Little Things:
Cyber security is certainly on the mind of advisors today. According to at least one industry survey, cyber security is the number one technology concern among independent advisors. Executives from two firms that provide cybersecurity help to advisors, Sid Yenamandra, CEO of Entreda, and
Brian Edelman, CEO of Financial Computer, provide useful tips on steps advisors can take to better protect themselves and their clients.
How much thought have you given to your digital footprint and digital strategy? Most advisors and financial institutions agree that online brand identity is important, but the extent to which it plays a role when consumers decide with whom to work may surprise you.
The real reason they chose you. Clearly, there’s some reason why your clients picked you over the advisor next door. It wasn’t performance. It was because somehow, you convinced them that you understand them. “This advisor gets me,” they said. “Here’s someone who knows exactly what I’m dealing with, so they’ll always be a step ahead in taking care of me.”
Some advisors spend so much time on touchy-feely things. Others talk about beating benchmarks, or providing comprehensive planning. The question is, do your clients actually want any of that? You need to get to the core of what defines them, and prove that you really understand it.
You risk losing a very important game by default when you don’t have valuable and authentic content to power your marketing engine. That marketing engine is your website, your social networks, email, webinars, publishing, SEO, SEM, and so on. It’s also fair to say you can’t empower your most important marketing engine—referrals. As with any seemingly ominous task, let’s start by breaking it down; starting with how to create content, then how to get it read and shared.
When people hear “networking” they often hear “with prospective clients.” This isn’t a bad thing – you should be networking your butt off with people who you want to work with. That’s how you grow your practice and create a business you love. But networking doesn’t always have to be a client-gaining opportunity. Sometimes getting out there and interacting with your fellow advisors is the wisest use of your time.
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