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4 ways to improve your digital presence.

WITH SO MUCH FOCUS on in-person appointments, financial advisors and agents often treat their digital lives as an afterthought. This makes sense to a degree--even with "robo-advisors" and mouse-click policy shopping, nothing is going to replace the service an advisor can provide in person.

However, your digital presence matters, even if it simply acts to funnel leads to in-person appointments. Since consumers will research you online, your digital presence now serves as a first impression. How you run your website will also factor into your ranking on search engines and online directories. So with that in mind, here are four ways to juice up your digital presence.

Update your branding

[1] Update your branding

If your website looks and "feels" outdated, consumers are less likely to have confidence in your services. When was the last time you updated your website's branding? Is your logo outdated? Are photos low quality or low resolution? Does your website function the way a modern site should? A simple, and often inexpensive, way to improve your digital presence is to invest in rebranding and digital infrastructure. This will give your consumers a modern and responsive digital experience.

[2] Optimize for desktop AND mobile

According to a Local Search Association study, 60 percent of U.S. adults now use tablets or smartphones more than PCs to get information about services and products. With more and more consumers using phones and tablets for their searches, having a mobile-friendly site will increase your visibility.

[3] Be consistent with content marketing

Publishing posts at regular intervals is going to be much more effective than irregular intervals, even if the time span between posts is, say, two weeks. So take a look your schedule, see where you can appropriate a few hours for content generation and stick to it. Draw on your resources and support staff. If you have sub-agents, use their knowledge base and experience to generate posts, or even relegate content activities to them.

[4] Automate drip marketing

To a large degree, good visual branding, optimization and content creation can be seen as passive marketing activities. You are trying to draw consumers to your website, learn about your services and possibly submit information through contact forms. Many advisors use contact form submittals to generate leads and capture promising consumers to follow up with. However, you can make this process more efficient--and still retain a personal touch--through automated drip marketing platforms that piecemeal information about you and your services over a period of time.


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Copyright 2016 Gale, Cengage Learning. All rights reserved.

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Title Annotation:the news 11.16
Publication:Retirement Advisor
Date:Nov 1, 2016
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