Referrals are gold for financial advisors, no matter how much you have a deep desire to do more cold prospecting. But turning referrals into clients requires more than just a great reputation. Today, the first thing referrals do is search for you online. Here’s how to ensure they’re impressed:
1. Optimize Web Search Results: Referrals often search your name or firm online. Make sure your Google Business Profile is updated with your contact info, services, and positive reviews (put a quick note in your email with a link to reviews). Also, SEO-friendly blog posts answering common client questions can also improve your visibility.
2. Polish Your Website: Your website is your digital handshake. Ensure it’s professional, mobile-friendly, speaks to your target audience, and includes a clear “Schedule a Consultation” button. Highlight client success stories, your qualifications, and your approach to financial planning and investing.
3. Leverage Social Media: Platforms like LinkedIn and Facebook add credibility. Authentic posts are much more successful than canned posts used by all of your peers. Share timely, informational content and information about awards you have won and your team. Also showcase community involvement to build trust. It is social proof can make a hesitant referral feel confident in reaching out.
By aligning your online presence with your expertise, you’ll turn referrals into loyal clients faster and more effectively.
Related: The Financial Advisor's Guide to Social Media Marketing and Digital Prospecting