Building Stronger Relationships via Your Digital Ecosystem

Two big revolutions have occurred in marketing in recent years:
 

  1. Marketing has moved from being an art to becoming a science, with an ever-increasing ability to pinpoint the effectiveness (or failure) of marketing campaigns and initiatives.
  2.  

  3. There has been a broad move away from product to experience as the key differentiator. As McKinsey Quarterly noted in 2011, “Customers no longer separate marketing from the product — it is the product….In the era of engagement, marketing is the company.”

At Loring Ward’s National Education Conference at the end of September, we will look at what these two revolutions mean for financial advisors and how they establish and nurture client relationships across the digital spectrum, from websites to social media to CRM systems. Some digital ecosystem best practices to keep in mind: Continue reading

7 Things to Do Before Hitting the “SEND” Button

Email has become one of the most popular ways to communicate — whether to family, friends, or someone from Craigslist inquiring about that old futon in your garage. Email is also a popular way for businesses to connect with prospects and clients. In a 2015 study done by MarketingSherpa comparing print, TV, email, text message and social media, an estimated 70% of people prefer that companies communicate via email.1 (Unfortunately, this doesn’t mean that you will get a 70% open rate when you send an email!)
 
In partnership with Dimensional Fund Advisors, we recently surveyed more than 1,400 investors and found that when it came to email: Continue reading

Your Website — What It Should (and Shouldn’t) Be

Blog_Website_DelwinMany web development companies and marketing specialists suggest that you fill your website with articles and blog posts so that it will rank better in search engines. And by ranking well in searches your website will generate leads from “cold” prospects.
 
Although this tactic used to work, it often fails these days, because you’re going head to head with content providers such as Forbes and Investopedia. It’s much harder to come out near the top in search results these days.
 
In fact, putting content on your website for the sake of search engine optimization may have a negative impact on your most valuable visitor — the referred visitor.
Continue reading

Becoming More Persuasive #3 — Authority

Note: This is the third in an occasional series on language, tools and techniques that can help you become more persuasive — a vital skill for making sure more investors are receptive to the advice and guidance they need.
 
Your assistant gets an unexpected call: “Hi, I’m good friends with one of your clients. I just inherited a fair amount of money, and she said I should give you guys a call to discuss my options.”
 
Like most of us, your assistant probably goes right ahead and schedules a meeting for you with the prospect.
 
…And misses a significant opportunity to highlight your expertise and lay the groundwork for a more productive meeting and even relationship. Continue reading

Becoming More Persuasive #2 — Reciprocity


Note: This is the second in an occasional series on language, tools and techniques that can help you become more persuasive–a vital skill for making sure more investors are receptive to the advice and guidance they need. The previous blog focused on a simple way to double your chances of “yes:” Becoming More Persuasive #1 — Freedom.
 
You are at the end of a nice meal at your favorite restaurant. The waiter approaches with the bill…
 
What she does next will have a major impact on the tip you leave behind.
Continue reading

Becoming More Persuasive #1 — Freedom

Blog_Freedom

Note: This is the first of an occasional series on language, tools and techniques that can help you become more persuasive — a vital skill for making sure more investors are receptive to the advice and guidance they need.
 
Of the many ways you can become more persuasive, perhaps the simplest, easiest-to-implement way is what is often called the “But You Are Free” method. A meta study of 42 separate psychology studies involving 22,000 people found that this one method can double your chances of getting to “yes.”1 Continue reading

Pet Smart—Why You Should Be More Dogged About Cataloguing Client Interests

Cat 1Like many middle-aged empty nesters, my wife and I are passionate about our much beloved and terribly spoiled pets.
 
Our friends know they have to at least pretend to be interested when we share cute cat stories (gentle readers, I will spare you the details).
 
Yet no professional in my life, including financial professionals, has ever asked me a single question about my pets – or even if I have them. Continue reading