The rising popularity of visual elements on social media sites, such as Pinterest, underscores the need for creativity in the way you market yourself, says Kristen Luke, president and CEO of Wealth Management Marketing Inc. in San Diego, Calif.
The current trend in digital marketing, Luke says, is all about the visual, rather than just the written word.
“[Financial advisors] are going to have to be able to explain the [concepts] they would have through the written word,” she says, “but with visuals, instead.”
Luke offers the following advice on boosting the impact of your marketing materials by integrating more visual content:
> Use pictures to create an impression
Investing in high-quality, professional images is a simple first step. And don’t think you have to take the pictures yourself; leave that to the experts.
Use pictures to break up text on your website or in other marketing materials.
Place some candid shots of you looking relaxed and approachable — with clients or members of your team — on your website, blog, newsletter or brochure.
> Incorporate video
Videos are easy for your audience to view and they give you space in which to explain your products and services in detail.
Additionally, videos allow you to speak directly to your prospects about how you can help them achieve their financial goals.
This strategy would be similar to what you might have done in a virtual sales pitch.
Add a virtual sales pitch to your website
“Any way you can explain the same material by video is a good opportunity to draw in more attention,” Luke says.
> Consider Pinterest
Social-media platforms, such as Pinterest, present another effective way to make your communications more visual.
Pinterest works like an old-fashioned cork pin-board on which you can “pin” images to boards that you create based on a topic or theme. Clicking on these photos will link the user back to each image’s source — its originating website.
For example, if you have lots of commentary on your website about retirement, you can create a pinboard of images that link back to your original commentary — or to an article of interest on another site.
In this way, Pinterest helps you grab (and maintain) your audience’s attention while providing valuable information.
(As always, check with your compliance department before using a social-media platform.)
This is the first instalment in a three-part series on incorporating visuals into your practice. Next: Infographics make concepts easy for clients to understand
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