The internet is an amazing place.  There are always conversations going on somewhere – how can you become a part of it?

Firstly, you need to make sure that what you contribute is relevant to your audience. It’s important to find the sweet spot between what your clients or potential customers are talking about and where your brand and services intersect with their needs and wants.

The way to ensure this happens is to make sure you’re at every stage of the client journey so you can be part of the dialogue.  Particularly for the first two stages of the client journey, awareness and engagement, it’s absolutely crucial to have a presence.  Your content will help shape their journey as to whether they end up a client of yours, or go somewhere else.

In the awareness stage, think about the types of dialogue you want to have and where the conversations are happening.  Is it on industry blogs or newspaper sites?  Then make sure you’re there.  You can create your own content that provides value to readers straight away.

How about an FAQ article or flyer on what an adviser actually does?  Or perhaps write an article on how to get out of credit card debt.  This is the time to leverage your own social media networks so share, share, share!

At the second stage of engagement, potential clients have recognised the need for advice, now it’s up to you to fill that gap.  They’re scanning the horizon for the best contender so here’s where you build your brand and credibility.

Ask existing clients for testimonials and recommendations then post on your website and share on your LinkedIn profile.  Stand out from the crowd and make it clear what makes you better and different from the rest.

 

Source: ANZ Apex Insights

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