intro to online communication for financial planners - silica · how do many professional financial...

12 SEPTEMBER | 2019

ONLINE COMMUNICATIONThe Essentials of

for financial professionals

Your clients are looking to identify with you – not the products you sell.

Long term relationships are just as important as a long term investment strategy. These are built by staying in

touch with your clients on a personal, regular basis.

Your clients are looking for an authentic interaction with you.

Communicating regularly online can help you improve your client experience.

Don’t only talk about products; online communication helps you have different types of

conversations with your clients.

Remain forefront of mind – reaching out to your clients, saying things in the spaces where they

browse, helps them engage with you more.

Create a business that you can sell without short selling yourself or your clients.

80% of a financial adviser’s business comes throughword of mouth referrals.

You need to strategically leverage the online spaces available to you in order to grow & sustain your business.

Your online brand must reinforce you – not replace you.

You need calls to your phone – not clicks on your website.

Your online communication should empower you – not ensnare you.

AS A FINANCIAL ADVISER…

We have been working with financial planners since 2012 and have learnt

the following:

Surely just changing how I look online won’t improve my

business?

QUICK QUESTION:

How do many professional financial advisers feel about social media?

Let’s illustrate the point with this picture…

This is a Tobacco Enema Kit from the

1750’s. It was used to insufflate tobacco

smoke into the rectum. This was

traditionally used to resuscitate drowning

victims, rather unsuccessfully.

This is where the expression, “blowing smoke up your arse”

comes from.

#TrueStory

Surely just changing how I look online won’t improve my

business?

But… all baking looks delicious.

Nice try, Tim.

What are social media?

Websites and applications that enable users to create and share content or to participate in social networking.

HERE’S WHAT YOU NEED

Your own website

Weekly blogs

Monthly newsletter

LinkedIn Profile

TO STAY IN TOUCH WITH YOUR CLIENTS

THIS IS THE MAINSTAY OF YOUR ONLINE BRAND

SNEAKY SIDE TIP…

UPSIDES• Quick and direct• Read receipts• Autoreplies/Away message

LOTS OF PLANNERS ARE STARTING TO USE BROADCAST LISTS

WHATSAPP

DOWNSIDES• Time consuming (use web.whatsapp.com)• Can’t easily personlise it• Not everyone likes Whatsapp• Can seem unprofessional

DOES THIS SOUND LIKE A LOT OF HARD WORK?

WORK SMARTER – NOT HARDER

HERE’S WHAT YOU NEED

Your own website

Weekly blogs

Monthly newsletter

LinkedIn Profile

TO STAY IN TOUCH WITH YOUR CLIENTS

OUTSOURCE(contatto.co.za)

UPSKILL(training and implementation)

YOUR WEBSITE

Your own website

THE CORNERSTONE OF YOUR ONLINE BRAND

1. Connect with your clients

2. Communicate your ‘WHY’

3. Speak to client experience

4. Convince prospects that you will add value

5. Have clear calls to action

YOUR WEBSITE NEEDS TO…

WEEKLY BLOGS

Weekly blogs posted to your website

FRESH CONVERSATIONS – SEARCH ENGINE FODDER

1. Regular (we recommend weekly)

2. Conversational/Lifestyle centric

3. Technical/Market related

4. Hosted on your website

5. Speak to the ‘WE’

YOUR BLOGS NEED TO BE…

PROFESSIONAL EMAIL CAMPAIGNS

Monthly newsletter that is sent directly to your clients,

from you

ALLOWING YOU TO STAY IN TOUCH, TRACE READER ACTIVITY

AND UNDERSTAND YOUR CLIENTS BETTER

Emails are your key point of highest value contact.

They are, without a doubt, the best way to stay in touch with

all of your clients on a regular, measurable basis.

1. Regular (we recommend monthly)

2. Personalised

3. Offer several points of value

4. Have several points of clickable calls to action

5. Have your contact details quickly accessible

YOUR EMAILS SHOULD ALWAYS BE…

HOW DO WE HELP YOU DO THIS?

We build your website; specifically designed for

financial planners.

We write a weekly blog and post it to your site for you.

We write a monthly email newsletter for

you, and distribute it.

Go to: contatto.co.za

HOW DO WE HELP YOU DO THIS?

Optimize your online operations – from how you access your highest value

websites, to understanding your own website, MailChimp stats and

culminating in a streamlined, business growing, LinkedIn experience.

Go to: contattolive.co.za/training

3 minutes3 times a week

Create an online brandthat you can be proud of.

Contattothe perfectly designed communication

solution for financial advisers.

www.contatto.co.za