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How to Build a Stellar Online Reputation

A stellar online reputation come up in search, sometimes
is one of an advisor’s most right on page one!
powerful marketing assets.
Sadly, so many advisors take The Void
it for granted. If you’ve been in Worst is that someone could
the financial services business Google your name and dis-
for more than a minute, then cover nothing at all about you.
you probably realize that the While it’s tempting to believe
process of engaging prospects “no news is good news,” being
and getting referrals has dra- a ghost online does nothing
matically changed. to help you eliminate barri-
In the 21st century, people ers that keep good prospects
of all ages spend time from becoming clients.
researching products, busi- When I search for a busi-
nesses, and service providers long before their clients live and in-person, it didn’t ness owner or professional and cannot
making contact. Social proof, such as matter whether they had an online repu- find anything about them, not even their
ratings and reviews, provides shortcuts tation or not. The pandemic proved this website, I tend to feel an almost imme-
in the decision-making process and helps thinking to be short-sighted. Financial diate lack of trust. At best, no online
give a business more authority more services went digital in a big way, and presence may telegraph carelessness or
quickly. Articles, blog posts, videos, and getting found online became essential. So laziness on the part of a financial advisor.
podcasts contribute transparency and did making sure that what people found Potential clients need to find you, and
create greater trust. online was accurate and enticing. what they find needs to be representative
Asking for outside help with money of your values, work ethic, and skills.
issues is already difficult for many older Tweezing the Web
people. Reputation management and Hiring someone to do a quick fix that How to Grow Good Results
what I call “internet credentials” are par- pushes down adverse reports and Protocols exist for advisors seeking to
ticularly beneficial to financial advisors reviews in the internet search results is a manage their online reputations proac-
and insurance agents who work with retir- temporary solution that often backfires. tively. Systems, including credentialing
ees and pre-retirees. But when a prospect Peeling off one negative review or unflat- systems, can effectively get you found
searches your or your firm’s name and tering article about you is akin to pulling in search and ensure that your reputa-
finds nothing, the conversation has pretty out a gray hair. As soon as you remove it, tion remains spotless. Creating quality
much ended before it even began. another one takes its place. In fact, many content, especially content that appears
That’s why advisors and agents who so-called “reputation management” com- consistently on high authority websites
want to have more positive interactions panies are banking on Google to keep or in print publications, is one way agents
with seniors and would like to increase circulating those bad reviews, so you will and advisors can take charge of their
their closing ratios must put online repu- have to pay them to get rid of them over online reputations. Many advisors have
tation management on the front burner. and over again. also used videos successfully to estab-
Unless you actively manage your lish themselves as trusted authorities or
The COVID-19 Factor online presence, an awful lot of your past experts in particular financial subjects.
In the past, financial professionals were
However, you must establish and main-
can wind up in the court of public opin-
Adobe Stock somewhat dismissive of the idea that they ion. A youthful indiscretion, a misunder- tain a clean, accurate online reputation,
needed to be found online. They believed
and this will mean devoting at least a few
standing, old blog posts, and tweets that
hours a month to the process. —Bill Broich
that because they generally encountered
you posted in the heat of passion can
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SEPTEMBER 2021 INVESTMENT ADVISOR 1