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May 18, 2023 at 12:10 AM
What You Need to Know
- Traditional marketing efforts still matter.
- Search engine results make them work better.
- Search engine results can also highlight your outreach strategy gaps.
Every year, financial professionals continue the search for the latest and greatest ways to get in front of the people they hope to help.
Those who make it to the top of their industry seem to find the most creative avenues to get in front of qualified prospects.
For many years, the options seemed limited: seminars, luncheons, mailers and newspaper ads.
In today’s world, the options are endless: TV, radio, billboards, seminars, lunch and learns, mailers, movie events, and a whole host of client events, such as birthdays, holidays, dinners and wine tastings.
And let’s not forget about how much technology has changed things, with webinars, LinkedIn, Facebook, Twitter and podcasting.
The world is changing so quickly. If you stop long enough to take a vacation, you better be prepared to develop a whole new marketing plan by the time you get home, because there will be five new things to try by this time next week.
It can make your head spin.
Here’s one that might have slipped past you, and you might not even realize just how important it is.
Digital Reality
Have you ever Googled your name?
I know that sounds egocentric. But you know what Nike says, “Just do it!” Google your own name.
At the advice of a good friend, I did this many years ago. When I did, I didn’t like what I found: Not much.
So, I immediately started working on changing what would happen if a potential client heard my name and decided to “Just Google it.”
Filling the Void
I started writing articles for financial publications regarding things that were in my wheelhouse.
I wrote scripts for radio shows about annuities, life insurance and ways to generate contractually guaranteed tax-free lifetime income.
I wrote articles for local newspapers about safe retirement planning options.
I became a guest contributor for a local TV station and recorded segments about financial planning topics.
I wrote two different books about retirement income planning, and I have given away more than 1,000 copies of these books to clients and potential clients.
And then, I caught up to the rest of the world and turned my 14-year radio program into podcasts and YouTube videos.
