Is social media hype or happening? What do I really need my website to do if it's not the main way clients communicate with me? Two very valid questions for financial advisers to ask. In this presentation - originally delivered at the threesixty events throughout October and November 2013 - Jon provides an introduction for financial advisers to the many ways a website can become your marketing hub and what it says about you to your clients and potential clients. After the website is set-up, it's time to look at social media; how can you get started and which networks are worth looking at? How can you remain professional whilst showing off the personal side of your business? The presentation forms an easy introduction for any financial advisers who need to look at a new website or are interested in what social media might have to offer them.

1. Making your website work
Jon Pittham
November 2013

2. Begin with the
end in mind…

3. Why does the
prospect or
client buy
from you?

4. How you present your
services to a client or
prospect will have a
direct impact on the
perceived value of those
services

5. Design matters

8. Content is king
(possibly)

9. Build credibility and provide
reassurance
•
•
•
•
•
•
•
•
•
People photos
Relevant content
Testimonials
Case Studies
Up to date blogs
Social feeds
Contact
Client portal
Media centre
• Video
• Podcasts
• Guides and white
papers
• Associate sites
• Affiliations and
accreditations
• Event section
• CSR
• Extranet

10. Some other important bits…
• Have the right content management
system (CMS)
• Understand how your site will be
managed
• Set up for Google
• Security and back ups
• Understand the metrics

11. Track visitor activity

12. How to generate enquiries

14. Google Authorship

15. Google Places

16. Pay Per Click (PPC)

17. Inbound Marketing

18. We created this cool
new video and we’re
going to need you to
make it go viral
Erm…this is a 22
minute video about our
investment philosophy
and process
Right. Let us know
when it’s gone viral.

19. Future trends
• Design is fundamental
• Swipe or click?
– The user experience at the centre of design
– Sites are becoming ever more fluid
• Review sites becoming more important
• Increasing social element

21. Reality check…
• You’ll need a new website every 3-4
years
• You never know how many
opportunities you’re losing out on
• Don’t jump on the ‘social’ band
wagon if you don’t need or want to
• Dare to be bold and different

22. Questions?

23. @clientsfirstUK
@jonpittham
0845 3037788
www.clients-first.co.uk

24. Social media – hype or
happening?
Jon Pittham
November 2013

25. Begin with the
end in mind…

26. Why does the
prospect or
client buy
from you?

28. Social media is only one piece
of the jigsaw

29. Six key steps to success
1.
2.
3.
4.
5.
6.
Understand your target market
Be clear on your message
Build the platforms
Create the content
Distribute the content
Monitor and engage

30. 1. Understand your target market
• Who are they?
• Where are they?

31. 2. Be clear on your message
•
•
•
•
What is it your stand for?
What is your voice?
Have an opinion
Consistent visual identity

32. 3. Build the platforms

34. The important ones…
…and your website

38. 4. Create the content

39. …and use someone else’s!

40. 5. Distribute the content

43. 6. Monitor and engage

45. Summary
• There is no quick win
• Must form part of an overall marketing
plan
• Ensure a consistent brand
• Content creation is key
• Be yourself

46. Questions?

47. @clientsfirstUK
@jonpittham
0845 3037788
www.clients-first.co.uk