In today’s virtual world, the success of your overall growth strategy increasingly depends on the digital components. Investors of all ages and asset levels now conduct most of their research for potential financial professionals online. And once they become clients, decisions about whether to stay or leave may hinge as much on their satisfaction with their virtual interactions with you as the in-person variety.
By potentially enhancing every part of your clients’ journeys, a solid digital strategy can be a valuable competitive advantage. Below are four key steps for getting more out of your online efforts.
Tweak your web presence
Your value proposition – what you do that your clients most value and that you are uniquely qualified to deliver – should come through loud and clear to your web visitors. If you manage your own site, state your core messages prominently on your home page and look for places throughout the site where you can weave in stories that demonstrate your value proposition in action. Alternatively, edit your dedicated page within your organization’s site, to the extent allowable by your firm, to clearly convey your core messages.
Curate your social media activity
When it comes to social media, what you don’t do has just as powerful an impact as what you do. The more you engage with topics that don’t support your core messages, the more you dilute your digital brand. That’s why you should focus your social media activity on topics that relate to your value proposition and that will resonate on a personal level with your clients and targets.
- Post original content about your areas of expertise.
- Share third-party content on topics you are knowledgeable about along with your own personal insights.*
Streamline your bio
Rather than touching on everything that you do, your bio should serve as a proof point about your specific differentiators and unique expertise. Look to take out what doesn’t support your story and go deeper into what does. Use this new version wherever your bio appears. That includes on your own website and social media profiles as well as in any external databases or materials – such as at conferences and events.
Create a high-touch digital client experience
Consider how you can best leverage any software your firm currently offers – and whether you may need to invest in additional digital infrastructure – to deliver online interactions that are just as personalized, high-quality and seamless as the in-person variety. Many useful and cost-effective tools are available, including virtual conference rooms and workspaces, as well as video, audio, and collaboration platforms. The tools that are right for you will depend on your current workflow and processes, the technical savvy of your existing clients and staff, as well as your firm’s policies regarding the addition of any hardware or software platforms.
For more insights and actionable ideas for elevating your digital client experience, please see our Digitally Engaged Financial Professional brochure (for financial advisor use only), part of Nuveen’s comprehensive Building a Better Practice program. You can also reach out to your Nuveen Advisor Consultant.