We need a new professional body!
I have been pondering this for a few days now since attending a seminar recently on business development post RDR, and today's announcement that AIFA (association of independent financial advisers) is to drop the independent part and welcome all non-bank advisers to their ranks has brought me to the point that I decided to articulate my view here.
We have taken our eyes off the ball!
Over the last few years I think the "independent sector" within UK financial services has really forgotten about what is arguably the most important part of our business - client acquisition!
Something Every IFA & Mortgage Broker Should Read
When I originally started this blog I had no intention of posting myself preferring instead to try and attract posts from Sales & Marketing experts who could perhaps offer some insight in to how we as IFAs and mortgage brokers should be marketing our services and communicating what we can do to the general public. As the blog has aged however it has been quite difficult to keep up the pace of inviting guest bloggers and organising their posts etc. So recently I decided to throw the blog open to all IFAs and Mortgage intermediaries who felt they had something useful to tell others. If you are interested in submitting a post to the blog then please drop me an email at
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detailing what you would like to post about don't write the whole blog as I might not think it's a suitable subject, just send a summary.
I don't feel that I am really qualified to position myself as some sort of IFA marketing expert so I thought I would kick off by drawing your attention to a document that I think every independent financial adviser and mortgage intermediary should have read by now yet I have seen no mention of it in the financial press.
Using Surveys to Gather Information and Let Clients Know You Care
Conducting a client survey is a good way to let them know that you care what they think. More important, it will yield valuable information about your clients and your market. With survey information in hand, you can anticipate problems, capitalize on opportunities and expand business relationships. www.SurveyMonkey.com and www.Zoomerang.com are both quick and easy to use, although I recommend that you pay the $20 per month fee to get the ad-free service. You can "brand" your survey template with your logo or even have a graphic designer create a custom banner.
Using Multi-Media to Engage Your Audience
Last time, I provided some tips on setting up a branded blog or Twitter page. We also talked about using podcasts (audios) and webinars (virtual events). This installment, let’s talk about adding multi-media to engage your audience online.
www.Brainshark.com and www.Vidler.com are both useful tools that let you record a voice presentation via telephone to accompany PowerPoint slides you upload to the site. Once you finish a presentation, you can post it to your blog, website or on www.YouTube.com. You can even start your own "channel" on YouTube.com.
Find A Need And Fill It
When I was in the Seventh grade I was on the boxing team and later I boxed while in the Navy. I don't want to sound boastful, but it's a matter of record that the worst I ever finished was second. I finally quit boxing because of my hands - the referee kept stepping on them! As a boxer, the coach would always instruct us in the early part of the fight to feel our opponent out, probe and discover his weakness, and then exploit that weakness. The same basic procedure is followed in all athletic endeavors.
Expand Your Reach with Web 2.0 and Social Networking Online
As I continue along with my series of low-cost marketing ideas, let’s branch out and talk about online outreach.
Podcasts (audio presentations clients can download) and blogs (electronic diaries of sorts, which can be orchestrated in advance to meet corporate communication guidelines and compliance rules) are other low-cost ways to get your message out.
A podcast doesn't have to be fancy or syndicated through iTunes or RSS feeds. For instance, I use a system called www.impact.AudioAcrobat.com, through which I can schedule and record interesting conversations and post them on my blog, www.marie-swift.blogspot.com.
Virtual Face Time – The Next Best Thing to Being There in Person
In my last post, I encouraged you to ramp up your marketing efforts. The good news is you don't need to pay big bucks to promote yourself. There are all kinds of low-cost ways to spread your message via the Internet, as well as the tried-and-true low-tech, high-touch strategies of the past. While meeting with your clients and prospects in person is always the best way to build relationships, you might also consider doing webcasts or teleconferences to supplement your in-person efforts.
