We live in a world surrounded by digital noise.
Consider messaging. Just a decade ago, it’s likely you only had a single voicemail and email inbox to check. Now, chances are, you have multiple mobile phones and email accounts. At work you might be using collaborative communication platforms like Slack and Microsoft Teams. Or even social media, which has its own form of messaging, such as LinkedIn InMail or Twitter DMs. You probably have other apps on your phone that also have messaging systems, not to mention wearables and other devices, each with their own updates and messages.
With so many sources of digital messages vying for attention, how can you compete? How do you effectively communicate to a prospect who you’ve never met or even with those clients you already have?
Making a good first impression and engaging with clients aren’t new challenges for anyone. But staying top of mind and cold calling as a practice doesn’t quite work like it used to.
A rising class of advisors – one I like to call ‘Super Communicators’ – see the changes being brought by the proliferation of digital messaging and are rising to the challenge by developing new tactics and using current tools to pursue and maintain clients.
Let’s remember that non-referral prospects are likely first evaluating you by your digital presence alone. You’re not going to even have the chance to get a word in – according to design software giant Adobe, 38% of people will stop engaging with a website if they perceive its layout or content is unattractive.
Even if you have an impressive-looking website, that doesn’t automatically guarantee conversation with a prospect.
Your site must be designed to offer prospects multiple opportunities to get in touch with you. Again, no two clients or prospects are alike – everyone has their own preferred way of connecting. You must provide multiple options.
What’s important to keep in mind is that every channel has its own accepted method of communication, and every social media platform has its own demands. Some put a premium on brevity, others are more visual. There are differences in tone too.
READ: Best LinkedIn headlines and practices for financial advisors
Interestingly, Super Communicators not only have successfully adapted tactics to clearly state their value on different platforms, but they are also using new tools to upgrade how they reach out to both prospects and clients.
For instance, did you know you don’t have to wait for prospects to reach your website to sign up for a demo? You can send that bit of your website to them.
Ready to learn just how that works, and more? Join me in an upcoming webinar on February 24th to learn the some of the methods of Super Communicators use.
I’ll be joined by top marketing professionals in the financial services space who will help break down the new tactics, tools, and pitfalls to avoid – in prospecting and client outreach in the digital space.
Join us and unleash your hidden power as a 'Super Communicator.'
