In the past, it was up to businesses to actively get their names out there via direct marketing efforts.
In other words, businesses did the legwork to locate customers, hardly a novel concept to anyone who has ever owned a business and wanted to gain more loyal followers.
Today, however, there is a new term being thrown around, and that term is inbound marketing.
In a nutshell, inbound marketing is when potential customers and clients are the ones who are locating and learning about the businesses, not the other way around.
The Internet age has made it relatively easy for individuals to locate products and services, thanks to things like social media and websites that offer customer reviews.
And people can do all of these things from the comforts of their own home, making locating and finding businesses that much easier.
The user-friendly world in which we live has made inbound marketing possible, since people looking for a product or service do so at their leisure, and they can make a move only if and when they are ready.
It’s sort of the opposite of efforts such as direct mail and “cold calling,” which is when the businesses themselves reach out to potential customers and clients, even if the marketing was not solicited. That type of marketing is known as “outbound marketing.”
And while outbound marketing still exists, inbound marketing serves as a nice alternative.
These days, inbound marketing is used in various fields, and the financial services profession is no exception.
Potential clients are finding financial advisors through inbound marketing, be it learning about them through websites, blog posts, social media postings, or online reviews.
It is now 2019, and gone are the days of door-to-door sales, daytime TV commercials and print ads.
These days, people find you … when they want to find you.
By having a decent online presence, offering up top-notch service (think online reviews, here, since word of mouth still applies), and communicating with clients and prospective clients through social media channels, financial advisors are positioning themselves as industry thought leaders, a huge plus if they want to be found by folks looking for their services.