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Tips for Telling Your Story

If your website doesn’t have a compelling, professional message that resonates with your target audience, it will do little to build client loyalty or convince prospects and centers of influence to work with you. The fact is, a website is a 24/7 opportunity to tell your story and nurture your brand — and that’s an opportunity you can’t afford to miss.

Instead of looking at your website as a remote add-on, think of it as a virtual extension of your business. You take care to make your physical office comfortable and inviting, why not take the same care to create a website that is inviting and informative, reflects your priorities and your values, and establishes your brand.

What’s in a brand?
Your brand is a combination of what you say, what you do, how you do it, and — ultimately — what your clients perceive that value to be. According to many branding experts, your brand is essentially the opinions and perceptions your clients and prospects have of you.

Your story becomes your brand. It differentiates you from your competition and establishes why someone would want to work with you. Delivering on the values you promise establishes a strong brand — and having a strong brand can boost your bottom line.

Is a niche necessary?
Is a niche part of your brand? Not all financial professionals choose to specialize, but many do. And for good reason. Choosing a niche helps you focus — and being focused helps you build momentum because you’re not constantly having to invent and re-invent sales pitches, marketing materials, networking groups, marketing strategies, and the like. Focus allows you to do more with less (effort, cost, etc.).

If you’re pondering the idea of narrowing your marketing focus, ask yourself the following questions:

  • What do you do best?
  • What groups of people do you enjoy working with and what is it you enjoy (their values, their circumstances, their interests)?
  • Who is your target audience? Is that audience accessible? Plentiful? Profitable?
  • Do your services, style, and values resonate with this audience?
  • Is there significant competition for this audience in your region that may preclude you from being successful?
  • Does this niche support your values and lifestyle?

Putting it all together
A professional, effective website can be invaluable in promoting your brand. But having a successful website is an investment. Do you view your website as an asset? Or just a static listing on the Internet?

Setting expectations for what you want your website to accomplish is key. When expectations aren’t clear, you may be tempted to evaluate your investment using the wrong criteria. Here are some goals to consider:

  • Build your prospect list
  • Assist in the sales cycle
  • Initiate your drip marketing sequence
  • Introduce and/or deepen your brand
  • Capture referrals
  • Build professional credibility
  • Enhance client communication
  • Improve social media integration

The ultimate goal is to have a professional website that brings your story and your brand together in a way that effectively targets your ideal market.

Read 4010 times Last modified on Friday, 16 November 2012 15:45

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Tips for Telling Your Story

If your website doesn’t have a compelling, professional message that resonates with your target audience, it will do little to build client loyalty or convince prospects and centers of influence to work with you. The fact is, a website is a 24/7 opportunity to tell your story and nurture your brand — and that’s an opportunity you can’t afford to miss.

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