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By Lisbet Gutierrez
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Launch your website with
some pizzazz—Just like you would do if you moved into
a new office, send a "Website Premier" launch announcement
to every customer and prospect. Some advisors send a postcard with
a picture of their website, others a letter or an email message.
Whatever method you choose, don't miss this opportunity to promote
your website and get your name and your marketing message in front
of the people who need to hear it most.
Spice up client meetings—Many
advisors are using new features on their websites to conduct online
meetings, securely exchange important documents or collaboratively
review client portfolios. Consider inviting clients to your office
for coffee or an informal lunch while providing them with an update
on their individual accounts as well as a sneak peek at some of
your cool new Web features.
Promote, promote, promote
and then promote some more—Put your website address
on everything, and that means everything. Your letterhead, business
cards, envelopes, mailing labels, print advertising, your office
answering machine, and even the marquee in the foyer of your office
building. One new client will more than pay for the small cost of
this effort.
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Don't forget your local community
activities—Advisors often dedicate a portion of their time
to support local organizations. Here are some examples: local youth sports
teams; high school events like plays, academic competitions, award assemblies
and talent shows; parades, festivals, theater productions or other fundraisers.
Highlight your special interest group on your website and request that
your Web address be included on their home page. Setting up these reciprocal
links takes only a few moments.
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Do you work with any local attorneys, CPAs,
insurance agencies or business firms? Ask them to include your firm
profile and Web address on their website.
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Speaking of reciprocal links,
consider a little business networking—Do you work with any
local attorneys, CPAs, insurance agents or people who work for business
firms? Ask them to include your firm profile and Web address on their
website and then return the favor by including their information on yours.
Again, these links take only a few moments to complete.
Be creative—There
are things you can do outside the business arena to promote your site,
Here's a great example: The grade-school girls soccer game was under way
and Ted, an advisor from Lexington, Mass., was on the sidelines cheering
for the team, along with parents of each team member. Ted used his digital
camera to take pictures during the game and set up a group photo after
the team had won. He then handed out his business card to all the parents
on the sideline and invited them to visit his website the next day to
view the pictures of their children during the game. The fee Ted earned
from the parent who became his new client paid for his next vacation.
Lisbet Gutierrez is author of "GetHits,"
a monthly marketing tips newsletter provided exclusively to LiveOffice
customers. You can contact her at lisbet@liveoffice.com
or 800-251-3863 x 129
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