Why Your Offline Strategies Won’t Work Online

Written By : Clifford Blodgett

Do you remember the last time you made a major purchase? Did you Google the name of a product or service, check online to get a feel for a provider’s reputation, or at least get a recommendation from a friend who has a relationship with a particular business? Chances are you chose to do business with someone you knew, or at least knew by association. You also did your research first, and knew what you wanted before picking up the phone or leaving the house. You probably didn’t just fall for the first sales pitch thrown at you by a stranger.

Today’s consumers are more savvy than they were just a decade ago, because they have a world of information at their fingertips via the Internet. In fact, many people don’t even select a restaurant without first reading reviews on Yelp! So when you begin marketing your business online, the first thing you need to do is throw out your old “selling” paradigm. What works offline rarely works online.

In today’s fast-paced world of information and ideas, unwanted communication and hard-sell strategies annoy consumers and get ignored. They already know what they want, and your job is to provide them with the information they need, in a format that they can appreciate, and at the time they are most receptive to your message.

So, how do you do this?

• Update your blog/website regularly with relevant, engaging information that answers questions and helps your audience to solve their problems.
• Demonstrate your expertise in these topics, but without sounding like a salesperson.
• Provide video content which enriches visitors’ experiences on your website.
• Answer questions from potential clients promptly and accurately, but without a sales pitch.
• Don’t tell them who you are; show them. If you demonstrate your knowledge correctly, you may not have to tell anyone who you are.

Potential clients and referral sources are online right now. They’re tweeting, reading blogs, watching videos, and checking out financial advisors on social media. They’re gathering the information they want, while bypassing anything that may be irrelevant or troublesome. If the online world were a car lot, you wouldn’t want to be the salesman who rushes toward prospective buyers intent upon selling a particular model. You want to be the guy who answers questions from potential buyers, provides them with useful information, and listens to their thoughts and concerns. You want to be the guy they can rely on.

In short, don’t sell yourself or your services. Form relationships, provide relevant and useful information, and allow clients to choose you.

FOR INSURANCE PROFESSIONAL USE ONLY. NOT FOR USE WITH THE GENERAL PUBLIC 14219 – 2015/3/5

Filed under: Financial Advisor Marketing