Can you relate to this?
You have a website. You have social media profiles. You subscribe to a marketing service that automatically emails and posts various types of content on your behalf. This service is supposedly taking care of all your online marketing for you.
Even though you're spending hundreds of dollars each month, your audience isn't growing. You're only followed online by a few clients, some bots and your mom. Your business hasn't grown as a result of this added activity, but you feel obligated to continue because you know you need an online presence.
I speak to advisors every day who are experiencing this. They know their online marketing isn't getting the results they want, but they don't know what to do about it.
Why is there such a big gap between what advisors expect from their online marketing and what they actually get?
The short answer: false education.
Marketing companies sell the enticing idea that advisors can just launch a new website and auto-post to social media to get results. This is a fantasy.
In my last article, I talked about the biggest lie advisor marketing companies sell. It's a doozy for sure, but this lie is almost as bad. It's this:
"Our incredible content will grow your business!"
Why is this a lie? Because content is meaningless if no one sees it.