In Part 2, we covered Client Communications – and why it’s one of the most overlooked ways to grow your practice. In Part 3, we’ll wrap up the series by covering why consistency is king in the digital marketing world.

As an advisor, you’re most likely overwhelmed by the sheer amount of tasks on your to-do list. You know digital marketing is now table stakes to remain competitive in the advisory world. You may have a website, and you may have sent a few emails to clients, then life gets in the way. Client servicing, operations, managing staff, and investments can take up significant amounts of time. However, these tasks are crucial to keeping your business running. This is why digital marketing often comes last for so many advisors.

When it comes to digital marketing, consistency is non-negotiable. If you start sending email newsletters, commit to sending them regularly – even if it’s just quarterly or twice a year. If you have a blog on your website, update it regularly – whether that means weekly or monthly.

This commitment to consistency is so important because any content you put out there in the digital world lasts forever. If a current or potential client interacts with your digital marketing efforts and encounters inconsistent posts, a lack of overall organization, or out-of-date links and articles, their trust in you could be quickly broken.

Questions and doubts could naturally arise in a client’s mind. “If they’re not updating their website regularly, what else are they not maintaining?,” they may wonder. If all they see is a post from two years ago, are they pondering whether you’re still in business?

The very last thing you ever want to do is raise doubts about your trustworthiness in a client's or prospect's mind. That’s why establishing regularly scheduled digital marketing content is key. Looking six months to a year out and planning out what you’ll send out and post in advance, then hitting that planned cadence, is an important part of establishing and maintaining that trust.

Feel overwhelmed by the thought of scheduling digital marketing efforts? You’re not alone. Many financial advisors struggle to find time to focus on digital marketing. Want to learn more about how LPL can help you build your extraordinary business with digital marketing? Book a complimentary hour consultation with one of our digital marketing experts.

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Missed part 1 or 2 of Financial Advisors' Top Three Marketing Challenges?

Check out these articles: So You Have a Website, Now What? and Client Communications 101

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