Your Future Clients Are Looking for You Online, but Can They Find You?

First impressions matter when meeting a new prospect, whether it’s dressing the part or delivering an impressive presentation. Your online presence–or how you represent yourself in digital spaces–is just as important.

To bring your online "A game", you should be easy to find and offer compelling content that’s relevant to potential clients. Below, we offer strategies to help you achieve these objectives, grow your book of business, and secure future clients.

Digital channels are crucial for reaching the Next Wave–the top 10% of earners age 25-49, and one of the largest groups of high-potential prospects for your practice. This cohort is twice as likely (39% versus 19%) than older, traditional investors to use online searches and reviews to select a financial professional, according to T. Rowe Price research.

Some advisors believe that simply having a website or LinkedIn profile is sufficient for attracting and converting prospects. It’s not. You need to have an “online presence.”

The first step in cultivating an online presence is ensuring that prospects can easily find you using Google and other search engines. Take the following steps to make sure you appear in search results:

• See how you and your practice appear online. Google your name, your firm’s name, and phrases like “financial advisors near me” to see where you rank in search.
• Make sure you’re listed in online business directories, like Google My Business or Bing Places for Business.
• Confirm that your name, address, and phone number are consistent across all directories so that Google can validate and suggest you as an advisor in a specific area.

The next step in cultivating an online presence is to generate consistent and relevant content. While blogs and other social media channels can be valuable tools, consider prioritizing LinkedIn—currently the most influential online business community. Evaluate your LinkedIn profile to ensure that prospects see the best version of you. Areas to focus on include:

• Your headshot. Make sure it was taken professionally within the past 12 months.
• A strong headline. This is your online “elevator pitch” and should be a punchy description of who you are and your firm’s unique value proposition.
• Your educational background, as well as your licenses, certifications, and industry credentials, like a CFA or CFP.
• Your volunteer experience. These details suggest that you’re a well-rounded person who gives back to your community. And it helps share your interests outside of work.

Beyond your profile, consider the following practices to boost engagement on LinkedIn:

• Maintain a consistent cadence of likes and posts (try for weekly) to stay front of mind with prospective clients.
• Practice the 3:1 rule, especially if you are pressed for time: For each post you make, like, share, or comment on three other people's posts. This positions you as a good citizen in the LinkedIn community and helps you build a following of your own.
• Use common hashtags (#financialprofessional, for example) to bring new people to your page.
• Develop longer posts or thought leadership pieces on topics that resonate with your intended audiences.
• Using our Next Wave and Intergenerational Wealth Transfer social media kits, connect with investors by publishing content related to their circumstances, goals, and challenges. For example:
  • A post about ESG considerations might catch the eye of Next Wave investors.
  • A topic like health care costs in retirement may appeal to prospects in their 50s and 60s.
  • An article about family wealth dynamics may attract those expecting an inheritance.

By ensuring that prospects can easily find you through search engines, optimizing your LinkedIn profile, and leveraging the power of social media, you can establish a strong online presence that captures their attention. Your online presence can be the decisive factor that sets you apart from the competition, helping to grow your practice and secure lasting relationships.