In preparing an investment policy statement or proposal, how much would it be worth to you to have access to a reliable record of a prospective client’s likes, dislikes and goals?

Establishing thought leadership expands an advisor's presence, while accelerating client qualification

You will find a rich source of accurate and timely information at your fingertips — market intelligence that may well have a place in a closing presentation.

  1. Engaging your audience It takes only a few minutes to sign up and gain access to most social networking sites. Whether you are preparing for a family office meeting or an institutional presentation, knowing more about the influencers and decision-makers in your proposal approval process can prove invaluable. One financial advisor we know uncovered a shared interest with a client in the area of micro-financing. The rapport that was built over this shared interest played an important role in developing a growing, sustainable and personally rewarding relationship.
  2. Establish your areas of thought leadership What are the particular challenges your prospect is confronting that can be met by your professional expertise? One of our clients is a specialist in helping senior executives with their compensation questions. After drafting an article about the refundable AMT credit that lay hidden in last year’s stimulus bill, he posted the article through a number of blogs dedicated to financial social media marketing. The effort resulted in many repeat visits to his web site, requests for more information and increased business.
  3. Expand your presence Many financial advisors are turning to public domain blogging tools like and to establish their own thought leadership networks. Here, an advisor can post articles, as well as third-party information feeds. We’re also hearing from advisors that keeping their product offerings separate from their product and services offering facilitates the compliance review process as well.
  4. Distinguish yourself By taking the time to learn more about your clients through their social media preferences you show them a new type of earned respect for their interests, challenges and communications preferences.

While many of your competitors rush to catch up with the promise of financial social media marketing, you can solidify your advantages now with the occasional tweet that suggests “FYI, I thought you would like to see this recent article… I would welcome a comment from you on my blog.”

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Social media directions for financial professionals

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