You’ve probably heard about that “inbound marketing thing,” but you might not understand what it’s all about. Maybe you think it means optimizing your website, or email marketing, or creating a blog for your business.
Well, it does mean all those things, among others—but in reality, it’s less about the marketing processes you employ than the emotional connection you make with prospective customers. Inbound represents a paradigm shift in the nature of that connection.
Whereas traditional marketing focuses on pushing the benefits of products and services, inbound seeks to persuade increasingly skeptical consumers that a business cares about its customers, their needs, and their problems. Said differently, inbound marketing succeeds better than traditional marketing because it establishes trust before talking sales.
Every December, people watch old holiday movies. One of the most popular is “Miracle on 34th Street,” that family favorite in which an old man tries to convince the New York City Courts that he’s the real Santa Claus. In his job playing Santa for Macy’s, he begins sending customers to other stores when Macy’s doesn’t have what they want. Customers are astounded that Macy’s is putting the holiday spirit above profits. As a result, the store’s profits go through the roof—that’s the essence of inbound, and the power of building trust to grow your business.
Establishing trust is especially challenging for people whose job it is to help people manage their money, like financial advisors. That makes sense. For one thing, financial advisors are trying to persuade prospective clients that they can make money by giving them their money.
For another, clients must share sensitive personal information with them. It’s one of the reasons, according to Market Wired, most people are hesitant to work with a financial advisor:
Nearly three quarters (71 percent) of Americans say some aspect of talking to a financial advisor scares them according to an online survey conducted by Harris Poll on behalf of McAdam, the Philadelphia-headquartered independent financial planning firm.
If you want people to trust you, ask yourself first, whom you trust, and why. You probably trust people who know you, constantly tell you the truth, help you when you need help and care as much about your welfare as their own. That said, here are 4 strategies to establish trust in your financial advisor brand:
As a fee-only financial advisor, you probably help protect your clients against fraud and cyber threats. This expert shares some advice on how to do it: https://t.co/6scyCOYmGk pic.twitter.com/Yve8kKClYj
— Stephen Joyce (@LSHSteve) May 25, 2019
Trust is never an easy thing to come by—that challenge is even greater when you’re providing financial advice. There are, however, proven inbound marketing strategies which can help you meet that challenge. To learn more about the ways our inbound marketing, website design, lead nurturing and demand generation services can help you build trust to grow your business, request a free consultation today.
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