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August 30, 2013 at 11:32 AM
Financial advisors are performing their jobs in a strange new world.
Technology has reshaped the landscape of networking that has always been key to how advisors build their businesses.
Advisors who used to give a speech at the local Rotary Club or captain their neighborhood watch today sense a lot of the action taking place among their target clients is occurring in the ether of social media.
While face-to-face encounters remain valuable, it is understood that a click of the mouse can reach and potentially influence a far broader audience.
You have confidence in your knowledge of investing, but you need to tell your story, effectively and to the right audience. This is today’s challenge: communicating your expertise, via technology, to your target audience.
Indeed, a recently released survey by the consulting firm Accenture highlights the disconnect between chief marketing officers and chief IT officers. The two groups apparently have frequently conflicting priorities, reflecting the confusion about how to employ technology to drive sales.
In a digital age, most would agree that content is key. Whether you’re tweeting or blogging or participating in LinkedIn discussions, developing a reputation for imparting value is crucial in a crowded Twittersphere. That is because the advisor whose words register attracts not only the reader but that reader’s entire social network.
An article published Friday on the Pushing Social blog candidly addresses the rarity of successful content strategy. The author kindly offers that it is not because people are lazy, stupid or slow that they fail to make the connection. “The Achilles heel in every circumstance can be traced to a common factor — underequipped, underutilized, and uninspired people.”
